Why Your Construction Business Needs To Be On Popular Social Media Sites

social media networkOnce considered the domain of selfie-taking teenagers, a well-maintained social media presence is now critical if you expect your construction firm to be taken seriously and stay ahead of the competition.

Connecting with Your Target Market

Beyond the search engines, social media is the place many turn when they need information, advice, and ideas. Platforms such as Facebook, Twitter, and Houzz let anyone quickly find and connect with building industry professionals. When someone’s looking for guidance on their construction project, you want to be the professional they connect with. If your would-be client can’t find you, they will find your competitor.

A solid social media presence lets you take an active role in bringing in leads. You can follow the accounts of potential clients, search for questions you can answer, and network with possible cross-marketing partners. “Liking” and commenting on posts also helps get your name in front of potential clients. As an added benefit, your social media activity helps boost your rankings in the search engines.

Demonstrating Your Expertise

A developed social media presence confirms that you’re an established and reliable business. It also gives you space to show your potential clients what you can do for them.

Fill out your profile thoroughly, including your specialties and company vision. Post photos and videos of your projects, offer tips and guidance, and share news your target clients will find useful. Include the occasional candid photo of your team to humanize your firm and build rapport. On social media, where people tend to browse, this kind of content will catch the attention of those in the earliest stages of planning a project, but who haven’t yet started actively searching for a construction firm.

Avoid the temptation to create a profile on every social media site that looks interesting. Half-finished, inactive profiles reflect poorly on your business. You’ll get better results by identifying the two to four platforms your target clients use most and focusing your effort on those.

 

3 Secrets To Boost Social Media Click-through Rates

social mediaSocial media moves fast and if your posts aren’t up to par, chances are they’ll do little to bring potential clients to your site. With a few simple changes to the way to create your posts, you can greatly improve your social media click-through rates.

Give Them a Reason to Click

For high social media click-through rates, keep your social media content closely connected to your website. Publish informative blog posts, videos and other content on your site, then draw on these for your social media posts. You might write up a blog post offering 10 tips for meeting green building standards affordably, then choose one tip to post on social media. If you have professional architectural photos taken of a project, create an online tour and choose one of the photos for your social media.

Get Visual

It’s not just Instagram and Pinterest where images are essential. No matter what platform you’re on, photos and graphics grab attention and often do more to pique interest than a short post can. Your would-be clients are more likely to click through when they see something in an image that intrigues them.

Try photos of completed projects, work in progress, before-and-after shots, and photos of your team working or just hanging out. Your pictures don’t always have to look like the work of a pro photographer, but they should be clear and sized correctly for the platform. Infographics and data visualization also help guide your followers to the content on your site.

Invite Interaction

Social media sites are so easy to scan through quickly that sometimes only a specific call to action can pull readers out of their browsing trance and onto your website. When you want readers to click through, tell them. If you post a fact from your whitepaper on residential modular construction, follow up with “Drop by our site to download the full whitepaper.” For a photo of your work in progress, try a simple “Come see more of our latest project.”

 

How To Create A Winning Social Media Marketing Plan

social media marketing planThe role of social media in the construction industry has grown to a degree that’s impossible to ignore. Learn to use this marketing opportunity to your advantage so you can reach high-value clients before your competitors do.

Set Your Goals

Setting specific goals helps you see when your marketing efforts are working and when you need to make adjustments. Keep your overall business goals in mind. Measure real business outcomes such as leads, referrals, and new business relationships, rather than “likes” and shares. Shares help increase awareness, but don’t always translate to new clients.

Gather Inspiration

While there’s no one right way to do social media in the construction industry, some companies are more successful at it than others. To avoid having to reinvent the wheel, spend some time browsing the accounts of your competitors and related businesses before you decide on your approach.

Look at the types of content they share and note what seems to garner the most engagement. Pay attention to which platforms have the most responsive audiences. Rather than copy their approach, though, take what works and adapt it to your company’s own unique selling points and target clients.

Create a Roadmap

Once you have an idea of what to do with your accounts, develop a plan you can refer to when posting. A clear plan will save you time and help you maintain your consistency. Choose two or three platforms and define:

  • The audiences you’re targeting.
  • The types of content you’ll post for each audience.
  • How often you’ll post.

Tailor your content and posting schedule to each platform. What works on Facebook doesn’t necessarily work on Instagram.

Also consider how you’ll source your content. Decide where you’ll get your images, who’ll create your videos, and which magazines, websites and other social media accounts you’ll follow for news and ideas to share with your audience.

With the use of social media in the construction industry growing steadily, the better you can define your approach to these platforms the more effectively you can stay ahead of your competition.

 

Using Easy Online Marketing Techniques To Generate More Construction Leads

online marketingMarketing your firm online lets you pull in construction leads you might never have found otherwise. With the right techniques and a well designed website, you can have qualified leads coming in daily.

Get Your Visitors Actively Engaged

The more you can get your website visitors to interact with your site, the better your chances of grabbing their contact details. Quizzes and tests are the perfect opportunity for this kind of interaction. By appealing to curiosity, they can draw in even the most distracted visitors.

Consider the questions and challenges your ideal clients are facing and create a quiz that helps them refine their knowledge, make decisions or spot opportunities. Focus on specific issues, such as “How well do you know Austin’s industrial real estate market?” or “Could you charge more for space in your office buildings?”

Your quiz should provide practical, useful information, but also funnel your leads further into a follow-up system, such as a series of emails on a related topic. Ask for an email either before your visitor starts the quiz or after they complete it.

Providing an online tool, such as a feasibility calculator accessible after signup, is another way to get your visitors engaged and willing to share their contact information.

Target Leads on Social Media

Instead of waiting for construction leads to come to you, track them down yourself on social media. Use tools such as Mention, Social Mention, and Twitonomy to find conversations on topics related to your firm’s specialties, then join in the discussion and approach individuals directly.

That doesn’t mean coming on strong with sales talk, though. If you spot someone in your target market, it’s enough to offer to send them one of your lead magnets, such a free white paper or other genuinely useful information with no strings attached. This puts your firm on their radar, positions you as helpful and approachable, and can open the way to talking about any projects they have in mind.

2 Ways to Use LinkedIn to Generate More Leads for Your Construction Business

LinkedInAs the most popular professional networking platform, LinkedIn lets you connect with specialists in every segment of the U.S. construction industry, as well as other industries. Just having a profile there won’t do much for you, though. To bring in leads, you’ll need to get actively involved.

Build Relationships

LinkedIn makes it easy to find and connect with your ideal clients by letting you search for individuals, businesses and groups by industry segment. Once your profile is filled out in detail, including a professional profile picture, start adding connections using the “People You May Know” list. Then follow your current and prospective clients. Take some time to look into your contacts’ connections, starting with the ones they’ve written recommendations for. When you send an invitation to connect, offer a few words about why you’re interested in connecting.

Join groups relevant to the U.S. construction industry, but pick just two or three large, active groups. Take part in discussions there as a person, not a company. Share construction industry news and visual content such as photos and infographics, and offer your own point of view. Consider starting your own group to position yourself as an authority and attract attention from people in your target market.

Demonstrate Your Expertise

Take advantage of LinkedIn’s publishing feature to share advice, insights, news and other content that’s relevant to the prospects you’re targeting. When you spot a news story about a current or prospective client, post it as a status update. Consistently publishing useful content demonstrates your knowledge and willingness to help, strengthening your image as a reliable service provider. It also helps you build an attentive audience of people who are interested in the services your company provides.

Leaving recommendations for your current clients and contacts is another way to establish yourself as an expert in the field. What’s more, recommendations act as a constant reminder that your company is available and increase the chances your contacts will return the favor by sending leads your way.

For more information on generating leads in the U.S. construction industry, contact us at Construction Monitor.