Social media in construction: Five basics you shouldn’t forget

Published · 2 min read

A construction business is built on relationships and the referrals they provide. So, it’s not surprising that social media is turning into a popular marketing and sales tactic used by contractors. After all, people like to do business with companies they know and trust–whether that relationship is created offline or online.

According to a recent survey conducted by the Construction Marketing Association, 82 percent of construction marketing professionals plan to increase their investment in social media marketing in 2017. In fact, social media ranked second among marketing activities that will see the most increase in investment this year.

Are you one of those construction companies looking to increase your social media presence? Do you already have a program in place, or are you taking the plunge into social networking for the very first time? Whatever your current activity, here are some fundamental tips to effectively use social marketing to promote your construction business:

  • Take the lead from your current and prospective customers. Are your customers using social media? Why are they using it? Where are they socializing online? Your involvement in social media from a marketing and sales perspective should be based on your target market’s involvement. If you’re a home builder, for instance, you may want to consider social platforms such as Pinterest, Facebook, and Houzz. All these sites are used by potential home buyers and offer you ways to highlight home building tips, feature happy customers, and engage with your market. Remember, you don’t have to be on every social site to have success in social media. Pick the one or two platforms that make the most sense for your business and focus your efforts there.
  • Set your objectives. It’s relatively easy to create a Facebook, Twitter, LinkedIn or other social media account. But don’t go into it blindly. Determine what you want to accomplish from a business perspective and let it guide your social marketing activities.
  • Show your specialty. What makes you and your company unique? Do you offer a special service? If you focus on installing water heaters, for example, you could post information on how to select a water heater, when to replace it, and the difference between various models. Social media gives you a way to connect with others who are looking for someone with your expertise.
  • Stick to social media rules. Social media is not about direct selling (although it can lead to sales). It’s about conversations, interaction, and networking. The key is to provide your social site followers with information they value.
  • Be consistent. I often run into construction blogs and social media accounts where the most “recent” post is several months, even years, old. Once you start a social account, it’s important to stick to a regular schedule for posting. Your followers expect it.

Finally, whichever online social route you take, be patient. Using social media to market your company is a long-term strategy. Some of the biggest benefits for construction companies are awareness, followed by increased website traffic, and then sales leads. Essentially social media supports the typical buying process. And as more of your market embraces social media these benefits will increase.

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