When it comes to social media marketing, companies working in the commercial industry are ashamed.
There is a misconception that no one cares to see something like a construction project on Facebook. But for many construction companies, social media marketing can be another useful tool in the arsenal of your in-house marketing strategies.
When used properly, you can leverage social media marketing to grow your brand and even provide competent leadership.
But it is a brave new world. Especially for construction companies, it seems that social media is not always a natural fit. If you are looking for ways to market your construction company, express the word and create some of the brand awareness and industry authority, social media marketing is a useful tool. I’m here to tell you why and how.
Let’s start with the basics: What is Social Media Marketing and Why You Need It.
Once we’ve found all of these, we’ll move on to some quick steps that will help you successfully implement social media marketing for your construction company.
What is social media marketing?
Social media marketing is any kind of paid activity on your social media channels. If you post your blogs on LinkedIn or Facebook or if you share regular business updates on Twitter, these are considered social media marketing.
Social media marketing is often confused with social media advertising. These are actually two very different things, although they are both effective marketing strategies.
Social media advertising is any paid social media activity. So when you post your blog post on Facebook there will be social media marketing, encouraging that post and putting some money behind it will be considered as a social media or Facebook ad.
Yes, it is confusing. If you want a little more background, check out all you need to know about social media marketing vs. social media ad separation.
Is social media marketing really effective for construction companies?
Most of the builders we talk to tend to be a bit reluctant to jump into social media marketing. If you’re primarily building in commercial buildings and for other companies, it’s hard to see how social media can add anything to your bottom line.
Even if your construction company communicates directly with consumers or homeowners, social media may not seem as appropriate as usual.
So why invest in social media marketing for your construction company?
Let’s think about it.
Do you have a social media account? Facebook, LinkedIn, Instagram?
Do any of your colleagues have social media accounts?
What about some of your favorite clients?
It is important to remember that even if you are strictly a B2B construction company, every company you work with is made up of people.
Most people nowadays have at least one social media account, if not more than one.
In the United States alone, there were an estimated 243.6 million users of social networks in 2018 That is about 75% of the country’s population.
In fact, this number has increased over the past few years.
If you think about it, somewhere out of these 243 million people there are construction project managers, facilities managers, homeowners, business owners, entrepreneurs, and much more. To put it bluntly – your target audience and ideal buyer are on social media.
You should too.
Your ideal buyer is on social media but can social media marketing really drive results?
We know your ideal buyer is on social media
How does that drive contribute to the results of your construction company and potentially your bottom line?
The answer is that it depends on your social media marketing strategy and your goals for your social media accounts.
Social media marketing works in several ways. It could be:
A magnification platform for your brand. Your great news and exceptional content is the way to get people to want it.
A tool to raise your brand awareness. The more recognized your brand is, the more people will remember you and choose you for their next construction project.
A way to connect with your audience. You can invest in some social audience by engaging with your followers on social media. Once you are able to determine your audience’s common pain points and questions, you can create solutions to address them.
A lead generation machine. If done well, you can use social media to drive your website and build an organization. It’s important to understand what it looks like, but you’re measuring your own results accurately.
This method works for all. All of these methods are effective. All of these methods will help your construction company grow.
From gaining a better idea of what your ideal buyer wants and what you need to do to increase your brand awareness, this is what social media marketing is all about.