Social Media for the Construction Industry
Using social media in the construction industry is essential. These days there are not many industries that can escape its use. No matter what you may think of platforms like Instagram, Facebook, Twitter, Linked In and even Pinterest, most of your customers are on these sites. It makes sense to use them and connect with them in a positive way. Your competitors will also be using social media, so if you are not on there you risk being left behind.
Don’t know where to start?
If you’ve never used social media for your construction business, it can be a little overwhelming. I can help you set up Instagram and Facebook pages and get you started. Whilst I’m not a marketer as such, I’ve done a lot of research and spoken to many an expert about what to do and what not to do on these platforms.
Slow and steady race
While people will try to sell you followers, I understand that social media is a long game. It requires a consistent presence and genuine engagement. Those two things will lead to building a following that can convert to sales.
You don’t want your mum and her friends all following your site, or a bunch of fake accounts following you because those followers won’t likely convert. You can have 10,000 followers but if those followers are not reading your posts and not caring about what you do, then they are worthless. They may look impressive to an outsider but what benefit are they to you?
Is it more beneficial to pay for social media ads?
Paid ads on social media definitely have their place for the construction industry. I don’t think you can rely solely on paid ads. As organic reach gets harder to achieve, many builders and tradespeople are using a combination of paid and organic posts to reach their audience and grow their brand.
I know some fantastic content marketers so if you want to develop a paid advertising campaign, I can connect you with people who can help.
I don’t know what to post
Many builders and others in the construction industry simply don’t know what to post on social media. I can certainly help with that. I will provide plenty of ideas about how to use social media posts and stories to connect with others in your industry, as well as potential clients.
You need to show up
The most important thing is to show up consistently on social media and let people know that your construction business exists. If you create an Instagram account and never post anything, or only post once a month, it’s really not going to be of benefit to you.
To see growth in your followers and hopefully engagement, you need to be posting at least 3 times a week. For busy builders and tradespeople this can seem too much. And I get it. Posting is not as easy as it looks. You have to decide on content, source photos, write an interesting caption, come up with hashtags…it all takes time.
You also need to engage with your followers. That’s the whole point of social media. The being social part. If followers are asking questions or commenting and you’re not responding, that sends a clear message that you don’t care.
On the other hand, if you engage in conversation with your followers, offer handy tips and answer questions – as well as comment on their posts – you are building a relationship. People are more likely to buy from brands they know and trust – particularly in the construction industry where products and the outlay for services is substantial. This blog post explains why authenticity and trust are so vital to a brand’s success.
How I can help
I can help you map out a social media content strategy for your construction business. I can also compile lists of useful and relevant hashtags as well as write captions or post on your behalf.
Tino from Extract Espresso was one of my very first clients and I continue to help manage his social media account. He runs a busy cafe in the growing suburb of Gregory Hills, NSW. He had some ideas about what to post but he lacked time to do it all himself. With the cafe open 7 days a week, he certainly didn’t want to spend his spare hours planning social media posts. So that’s where I came in.
Tino still posts when he can but the majority of posts are written by me. Because the cafe is local to me, I also go there occasionally and take photographs so he doesn’t need to constantly send me photos. This partnership works well and since I love food as much as I do building, it’s enjoyable.
If you want to have a chat about how social media can be used for your construction business, contact me and let’s chat.