An online presence should be a high priority for any construction business. Social media isn’t just for chic, trendy companies like sneaker brands and food trucks. In fact, 50 million small businesses have their own Facebook pages.
It’s easy to see why. 90% of Canadians aged 18-29 are on social media. 30% of those young adults favor social media as their main method of communication with businesses. If you aren’t on any online networking platform, those are a lot of potential customers that are missing out on what your construction company has to offer. A great way to reach these potential clients is through successful social media campaigns.
It can be intimidating to venture into the world of social media if you don’t know where to begin. Keep in mind that the goal is to foster a community with potential and current customers. Answering their questions and chatting with them is the best way to achieve that. If you’re not sure how to get started with your social media strategy, read on for a few helpful tips.
Start with Two or Three Platforms
There are a ton of different social media platforms. The sheer number of them can make your head spin. The good news is that when you’re starting to build an effective online presence, you only need to focus on two or three networks. So which social media platforms are best for a construction company? Twitter, Instagram, and Facebook are great for displaying your services and reaching customers.
Instagram and Twitter allow businesses to keep track of analytics after you’ve hit a certain number of followers. It’s also free to use.
Facebook ads are a convenient way to reach potential clientele. Posts and Pages can be targeted towards your chosen customer demographic.
Post Youtube Videos
Each month, 3 million searches are processed by Youtube. It is the most used search engine, second only to Google. Many people use Youtube as an educational resource, learning anything from how to play an instrument to how to mow a lawn. DIY construction videos are popular, as well. All you need is a tripod and a camera (or smartphone) to put out good content and attract a following.
Sharing tips that you would normally charge for may seem unwise. However, it’s a great way to build trust and show that your construction business has your customers’ best interests in mind. Videos could also go viral by being shared by those who appreciate your valuable tips.
If you post your Youtube videos to your other social media accounts, you’ll reach a wider audience.
Upload Your Portfolio
Visual content is a great way to engage with potential customers. As a construction company, it’s important to display your portfolio of exciting, successful projects.
Previous customers often use social media to show off their renovations or brand new homes. If you have permission from them, post before and after pictures. Customers may share the photos and leave positive reviews. Not only will this show potential customers the top notch work they can expect from you, but it also allows for more word of mouth referrals.
Change it Up: Post a Variety of Content
Be sure to post a variety of content. A good rule of thumb is to have less than half of your posts promote your services. The rest of your content should show the human side of your construction company. Post memes to make your customers smile, industry relevant videos to inform, or inspirational quotes to uplift.
Remember, you’re building a community. If every post just links to your venture’s website, customers will quickly tune you out.
Maintain a Posting Schedule
Now that you have an idea of what to post, how often should you share your content? It’s important to maintain a fine balance. Too many posts in a short amount of time means you risk having people unfollow you. Sharing infrequently means hardly anyone will see your posts. For these reasons, it’s vital to stick to a posting schedule. You can use online tools to set up automatic posting on many social media sites.
Platforms like Facebook and Instagram use an algorithm to determine how posts are shown. The algorithm is always changing. If you find your social media engagement declining, it may be time to switch up your tactics. For example, reaching customers through Facebook organically isn’t currently as effective as it used to be. Using Facebook advertising to boost posts would be a good way to broaden your reach.
Engage With Your Community
Posting engaging content is only half the story. People who connect with your posts will often leave comments and it’s important to reply in a timely fashion. It is “social” media after all! No matter how minor their thoughts are, be sure to embrace your community and let them know that you are listening.
Negative reviews and comments are frustrating. In the event that they pop up on your Facebook page, be sure to address these as best as you can. Ignoring them will show that you don’t care about your customer’s experience. Addressing concerns in a public forum sets your business apart from your competitors. The message you send is that your construction company will go the distance to ensure customer satisfaction. Potential clients will notice.
Ready to Showcase Your Company Online?
Taking the first step is the most difficult part about starting a successful social media campaign. Planning your campaign is easy once you’ve determined your ideal platform and the sort of content that will speak to your audience.
Contact us. We’d be happy to assist you with your construction marketing services.
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