Many construction companies are embracing social media platforms to foster relationships, improve visibility, generate leads, enhance search engine results and increase web traffic, according to Construction Digital. Construction Executive added businesses have the opportunity to share design ideas with prospects, case studies with customers and research numbers with industry and government officials.
Online Channels Support a Construction Company's Growth
Social media is playing a major role in construction companies' growth. In fact, some of the top construction companies that are experiencing three-year growth of more than 3,000 percent utilize social media.The top five companies include Edge Homes, Innovative Construction, Dream Finders Homes, C-DM Network and Patriot Contractors.
Edge Homes places links and icons to its Twitter, Facebook, Pinterest and Google Plus pages on its website. Innovative Construction has about 5,000 likes and updates the pages multiple times throughout the day. C-DM Network has an online presence with LinkedIn and Patriot Contractors provides user-friendly buttons for website visitors to check out their social media profiles.
Social Media Outlets Serve Different Purposes
Each social media platform provides companies with distinct benefits, so contractors should use all channels for the best results. Twitter allows construction firms the option to send short messages under 140 characters to followers, while LinkedIn supports B2B sales and is an ideal platform for networking and lending advice.
"The friendships I've made with both industry and non-industry folks alike have been very worthwhile." Bridget Mahovlic, Therm-All, Inc. told E&T Plastics, a plastic distributors and component manufacturer. "Also, the networking opportunities I've gained through our social media efforts have proven invaluable."
YouTube offers a company the opportunity to share videos with employees, consumers and industry influencers regarding updates and new services. Facebook is the happy medium of all channels, as it provides stakeholders with updates, photos and thought leadership content.
Here are five social media tips for your construction company to achieve its goals:
- Take It One Step at a Time and Develop a Strategy
Don't jump into the social media landscape right away. Dip your feet in slowly by creating a social media strategy. Determine the target audience, objectives, channels and ways to measure the effectiveness of the campaign.
- Listen Carefully on How to Move up the Social Media Ladder
After solidifying the first step, gradually enter the pool by observing and taking a backseat before posting. Watch how influencers in the construction field operate and interact. Get an idea of how other companies use the site and follow suit or avoid their mishaps.
- Build Online Relationships with Stakeholders
Determine the details, such as how often to post on channels. Prospective and existing customers need reminders of a company's characteristics and services. Stay consistent by posting frequently and spending about 20 minutes a day utilizing the social media platforms. By doing so, construction firms will start to foster stronger relationships with prospects.
- Take a Leap by Adopting New Strategies
Aside from using main outlets, such as Facebook and Twitter, produce content as well. Blogging is great way to build your construction network, stand out in the construction marketplace and increase brand awareness. However, content marketing should complement social media marketing, not replace it.
- Adhere to Best Practices
Construction Executive recommended social media specialists take on the "40-40-20" rule, meaning 40 percent of communication is sharing news articles or updated statistics, another 40 percent is interacting with others and 20 percent is promotional, including links to your website or landing pages. Just like attending a cocktail party, you don't want to talk about yourself all the time. Interacting with others and sharing credible advice is what attendees enjoy.