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, LinkedIn 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 accounts and get you started. I have my own accounts on Instagram, Facebook, LinkedIn and Twitter – and each has a slightly different audience.
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.
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. You can also head here for advice on how to grow your Instagram account.
How I can help
I can help you map out a social media content strategy for Instagram (see below) so that your construction business can develop its brand voice. I no longer post on behalf of clients as I can’t fit this into my schedule. However, I can provide you with tools that will make social media a whole lot easier.
Tino from Extract Espresso was one of my very first clients. 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 posted when he could but the majority of posts were written by me. Because the cafe is local to me, I also went there occasionally and took photographs so he didn’t need to constantly send me photos. This partnership worked well and since I love food as much as I do building, it was enjoyable.
If you want to have a chat about how social media can be used for your construction business (or any other business), contact me and let’s chat.
A Social Media Strategy is a great resource and I can put one together for Instagram so that you or someone else can then manage your account effectively. All Social Media Strategies are tailored to individual businesses but they will all include:
- An assessment of your current Instagram account
- Research into your competitors and their use of Instagram
- Avatars (in written form) of your target audience
- Your brand personality with an explanation of what that sounds like
- Primary and Secondary goals for a 3 month period
- Advice on how to read analytics
- At least 3 content pillars on which to base future posts (with examples)
- Base hashtags for your most common type of posts
- A list of apps to help your posts and brand stand out and shine
- General social media tips
- Four posts (if images provided) to get you started on your social media journey
Make your life easier by putting a strategy in place – get in touch now.