Construction companies can benefit from social media by building trust with the communities they build in, gaining access to new leads and contacts, improving customer relationships by improving engagement, and building brand awareness. With the continuous development in digital technology, even companies dealing with home renovations, institutional and commercial developments, and even industrial and motorway construction are turning to social media to generate sales.
Contractors can share news, photos, videos, and blog posts about their services to their existing followers and register social media ads to reach wider audiences and attract new customers. Advertising on social media for construction companies also costs much less and is more precise in targeting and monitoring campaign results than traditional advertising channels.
Social media also has a better conversion rate than traditional media, whereby 91% of followers on a social page click through to the brand's app or website, 89% proceed to buy the brand's products or services, and 85% share the brand to their friends and family. This means a faster return on investing in social media for construction companies.
Best Social Networks for Construction Companies
The six leading social platforms for construction companies to use are Facebook, Twitter, Instagram, LinkedIn,Pinterest, and YouTube. Each offers unique opportunities for contractors to showcase their brand and services and reach different audience segments to attract quality customers.
Additionally, audiences prefer all types of content, with 68% preferring images, 50% opting for videos, and 30%enjoying text-based posts, so construction companies can develop their social media strategies to meet all these audience preferences across the different platforms.
The latest data shows thatFacebook now has over 2.7 billion monthly active users, making it the number one most used social network globally. Out of all the different types of content posted by brands on Facebook, links were the most popular, making up44.2% of all brand-related posts.
This means that construction companies can get high engagement from sharing content from blogs and partner blogs, plus relevant industry news on their Facebook pages. Combined with high-quality images, graphics, and videos, this can make Facebook marketing truly impactful for a contractor.
The number of Twitter active users clocks about 187 million daily, which is up by 29% compared to previous years.This is mainly due to audiences relying more on Twitter for news updates and value posts than other social media platforms.
Contractors can also use Twitter to share links and updates about their businesses and the construction industry at large, inspirational images, or funny content like memes, GIFs, and comicstrips.
Twitter hashtags can drive a contractor’s digital campaign around current and future construction projects or raise awareness around charitable causes that they support.
Instagram tops the rank of influencer marketing with 90% of marketers naming it as the go-to platform for influencers. Construction companies can partner with industry experts as influencers to promote their services through Instagram, which drives up engagement.
Instagram now has 1 billion active users, half of whom use Instagram Stories regularly. Designed for the mobile generation, Instagram is a tool that lets you capture and share images from your smartphone and upload them easily on the go.
Construction companies can encourage their crew to keep an eye out for sharable photo opportunities to goon the official pages, boosting crew morale by acknowledging their contributions.
LinkedIn is the largest professional social network best suited for business-to-business (B2B)marketing. Unlike other platforms optimized to work best with short text posts, images, and or videos, LinkedIn shines when it comes to long-form posts.
Construction companies can create blog posts to share with other businesses and partners on LinkedIn, and anything between 1,900 and 2,000 words will get the best engagement on this platform.
96% of B2B marketers rely on LinkedIn for organic content distribution and paid advertising to reach their partners and customers, making this platform an asset in brand building.
Customers looking for ideas for their renovations or home designs often turn to Pinterest to explore and bookmark ideas. Pinterest has about 442 million active users, with 85% turning to the platform when they want to start a new project, and 99% of users try something new that they found on Pinterest.
For a construction company, Pinterest offers a unique chance to showcase innovative ideas and products, such as the latest construction technology, materials, and design concepts, to people who are actively seeking ideas and open to trying what they see.
Construction companies can also encourage their clients to share images of their completed projects onPinterest, which also appear on Google image searches with links back to the contractor’s website.
Today, the general trend is that people are reading less and watching more videos online instead. Internet searches redirect more to YouTube than Google or other search engines.Construction companies can take full advantage of YouTube to do more than testimonials and product videos.
Contractors can create easy how-to videos to give their audiences practical solutions or new ideas to explore, or behind-the-scenes clips of ongoing projects, or even humorous videos about a day in the life of contractors.
Videos on social media have a significantly higher success rate when between 1 and 5 minutes in length across all platforms, so most brands consider it an effective strategy.
Ideas for Social Media for Construction Companies
Construction work may not be as glamorous as other industries, but that doesn't mean that these companies cannot rely on social media campaigns as a successful marketing tool. All it takes is a creative eye and an open mind for any construction company to achieve a successful social media marketing strategy.
Here are 10 ideas tailored to meet social media for construction companies.
Every Day Construction Activities
In many cases, the only time you will find people visit a construction site is during renovation work for their home, business, or commercial property. Construction site experience is mainly limited to real estate experts, contractors, and crews, leaving out the regular person who might just be curious about what actually goes on in a project.
A contractor can share pretty much anything that happens on-site that can educate the audience, right from groundbreaking to the grand opening and everything in between. Construction companies can show their crew building or tackling various tasks on-site or share other office activities such as presentations, anniversaries, or parties.
Sunrise and sunset photos are also winners in terms of social media for construction companies because they are a break from photos of equipment or machinery. Themes around a day in a contractor's life can inspire people to hire the team for their projects and encourage more young people to choose construction as a career.
Capture Unexpected Angles
Construction sites can offer some spectacular images and photos when captured from interesting angles, like from high on a crane or from a low angle highlighting lines, colors, and other aesthetic features. Contractors can engage their staff on this creative challenge because all they need is a smartphone or a GoPro attached to their safety helmets.
For more professional photos and videos, a drone can offer an incredible vantage point that other devices may be unable to capture. Add the filters that come with photo and video apps, and every single social media post will earn likes and shares and build a following for the company's social media account.
Put Family First
Another great way to use social media for construction companies is to highlight the importance of family values in their work. Although construction is all about building, it's essential to create a synergistic work environment for your crew.
To enjoy an atmosphere of comfort and companionship, encourage team events, bringing children and pets to work, inter-departmental activities, and crew members' hobbies and talents. Companies can share family-oriented posts as behind-the-scene shots. They attract high engagement because they are relatable and shareable.
Include Subcontractors and Partners
Subcontractors, vendors, and manufacturers are essential to a construction company's success, so highlighting their people and services is an excellent way to boost social media for construction companies. It shows that a construction company cares about its partners and wishes them success as well.
They can also return the favor on their social pages through tagging and sharing. This is particularly helpful for small businesses that could use some extra recognition on social media to improve their marketing efforts.
Share Relevant Links
The construction industry has plenty of content worth sharing, such as research findings, news articles, expert blogs, and press releases. This type of content demonstrates that a construction company is up to date with current industry trends. Infographics work best to break down the information in an attractive style.
Any news generated by the construction company itself is also worth sharing, such as mentions of the company in the media, on-site visits from notable people, industry awards, and recognitions.
Share Controversial Content with Caution
Successfully managing social media for construction companies encourage customers to interact with your company online regardless of which platform they interact with you on. By providing valuable content, such as videos or photos, and promptly engaging customers, a construction business can drive engagement, grow its following and enhance customer loyalty.
In some cases, sharing controversial content can achieve results when carefully chosen through clear content policy guidelines. Politics or religious affiliations and adult content are never appropriate. Despite good intentions of policymakers and the efforts of industry leaders, construction-related issues are complex to address, and it is challenging to find solutions.
This creates room for controversies that occur in topics linked to the construction industry, such as inequalities in the labor market, access to construction-related training in educational institutions, diversity and inclusion efforts in the industry, environmental sustainability, etc.
Contractors need to be aware of the status quo and make a stand about their values as a business. These controversies trigger conversations that can potentially inspire change in the entire community.
Try Various Types of Video Content
Incorporating videos into social media for construction companies can feature more than just the educational how-tos or tricks of the trade.
Consider testimonials from happy clients and partners, inspirational videos of crew-related events such as a military family reunion, charity events, celebrating the retirement of a valued team member, team building activities, and trending dance or fashion challenges for a touch of humor.
Video creation is now faster than ever because smartphone apps can splice short videos and add text and music without the need for a video editing experience.
Use Branded Imagery as Much as Possible
There should be clear brand identification for every photo or video uploaded to social media for construction companies, either as a logo in the foreground or background or branded merchandise like mugs or notepads in the shot to identify the company.
More official videos like launches or portfolios should clearly feature the company logo at the beginning and ending and on the video thumbnails. This ensures that the brand identity follows every piece of content wherever it appears online.
Focus on Company Values
Safety, diversity, teamwork, family, and transparency are some values that can inspire and drive a construction company forward. Social media content around these values demonstrates how the construction company deals with staff, customers and partners, making the company more trustworthy in the eyes of the audience. Contractors should feel free to share the worthy causes that they undertake to demonstrate their compassionate side to their communities.
Participate in The Holidays
A schedule calendar for posting on social media for construction companies should include all national and cultural holidays which a construction company can celebrate with their community. Even fun and informal days celebrating things like food, animals, or other quirky holidays are all part of informing and entertaining social media fans. Any chance to celebrate should have a slot in the company’s social media strategy.
Outsourcing Social Media for Construction Companies
Social media for construction companies is a worthwhile venture, but content creation can be time-consuming. 86% of companies outsource content creation, which is where Nitroplug.com comes in.
Nitro Plug provides full-service digital services for social media for construction companies, email marketing, local and national search engine optimization, email marketing, pay-per-click advertising, and business reputation management. For a free marketing analysis, click below to schedule a meeting with Nitro Plug Digital Marketing today.