Why Construction Companies Should Really be Embracing Social Media Marketing

In an age when everything is going online and social media is steadily increasing globally, construction companies should be embracing social media now more than ever. With over 3.5 billion social media users worldwide using platforms like Twitter, TikTok, LinkedIn and Facebook, construction brands need to be using these channels to help reach new and existing audiences. Using social media channels and being creative in their content, means capitalising on free brand exposure and reaching an audience they may be missing using other marketing resources.

Social media is part of our daily routine. Not a day goes by when our smartphones aren’t notifying us of news, messages on social networks or a text on WhatsApp. Millennials (born between 1981 and 1996) are the highest group using social media in their daily lives, followed closely by Generation X (born between 1965 -1980).

Because of this, construction companies can use these free channels to control the conversation about their brand. Investing a few hours, a day or having a social media person in-house, gets your brand out to the right people, at the right time, on the right channels. Whilst social media is often perceived as the platform to share cat memes and image trickery, it’s an area where people use these channels for leisure as well as business. Creating a good tone of voice online which in turn creates conversation, gives your brand the free exposure that your audience wants to see, not only that, but exposure to potential investors who may be interested in injecting money into your construction projects.

Your social feed can share lots of topics that appeal to not only your current client base, but future clients too, including press releases, latest news, blog posts, job opportunities and new hires, relevant team news, health & safety measures, team related content (birthdays, office pets etc), on site projects, new client wins and much more – it’s your platform to let your audience in to why they want to work with you, which helps to build your overall brand image and gives an insight into who you are as a business.

It’s not unheard of that in the construction world, that the construction sector has been slow to adopt modern technologies and digital marketing transformations. But whilst others may be seeing this as an area of uncertainty, it’s not too late to combat these fears and get your social media game going.

Don’t use every platform

Whilst social media is a perfect way to get in touch with various audiences you may not be reaching now, don’t use every channel. Create a social media strategy that pinpoints where your users will be. The results may surprise you. If most of your audience is on LinkedIn and Facebook, stick to these areas, if you find majority of your clients prefer video content, look at how video can work in your social strategy. You can determine which social media channels best suit your needs depending on your demographics. Using a few simple techniques and research methods, you can find who is where and create your content to reach the right people on these channels.

Here at Construction Marketing Experts, we live and breathe construction. We are an award-winning construction marketing agency that helps you build better business. We work nationally across all elements of construction marketing. Our client base includes main contractors, subcontractor specialists, architects, consultants, civils and groundworks companies and building product suppliers. Speak to us today to see how we can help with your marketing efforts for your business.