How Construction Companies Can Get Started with Social Media Marketing

  • The key to successful social media marketing for construction companies is goal setting.
  • The more visibility you get, the closer you’re coming to reaching that awareness goal. 
  • The key to successful social media marketing is consistent, quality posting.

Getting your social media marketing strategy off the ground can take a bit of work. For construction companies especially, the toughest part seems to be just getting started. Follow these 6 steps to give our construction company’s social media marketing a bit of structure, so you’re sure to stick with it. 

  1. Set a Goal
  2. Pick a Platform
  3. Post Consistently
  4. Vary Your Content
  5. Get Involved
  6. Make Social Media Marketing Part of Your Content Strategy

01. Set a Goal

The key to successful social media marketing for construction companies is goal setting.

Social media marketing is a powerful tool, but it’s only going to work for you if you understand the platform, your goals for that platform, and how to measure your progress towards those goals. For example, let’s say you’re planning to get started on Facebook. You want to get the word out about your construction company and how well the projects you’re building turn out. 

If your goal is getting the word out, you shouldn’t be measuring clicks. 

Yes, getting clicks and visitors to your site from your Facebook page is awesome, but it’s not an accurate measurement of your awareness goal. Instead, you’d want to measure impressions and views. How many people are seeing your posts? Are they getting shared? The more visibility you get, the closer you’re coming to reaching that awareness goal. 

And now that I’ve mentioned it, you should have a tangible awareness goal. Maybe it’s to average a certain number of views or impressions per post. Maybe it’s to increase the number of followers you have. Choose a number and a time frame that’s realistic, and then measure that goal as time goes on. 

The same method applies to any other goal. Maybe you want to drive conversions through LinkedIn. Decide how many conversions you want to see in the next month. Then, measure the clicks from your LinkedIn posts. Track those visitors’ journey. Do they convert on your site once they make it there? If not, why? 

Goal setting and progress tracking are keys to ensuring that your social media marketing strategy is producing the right results for your construction company. 

02. Pick a Platform

This brings us to our next point — choosing a social media platform. 

Not all social media marketing for construction companies will produce the same results. Each social media platform has different advantages and features. You’ll want to choose the platform that’s best suited to your construction company’s social media marketing goals. Here are a brief rundown of some of the best social media platforms for construction companies, and what goals each platform best serves:

  • Facebook. Great for general awareness. If you want to get the word out about your company and get more eyeballs on your projects and your brand, Facebook is a good place to start. 
  • LinkedIn: A smart choice for commercial construction companies. You’ll find content here is geared to professionals, and you can do a lot to raise brand awareness in a professional setting here, as well as drive some very targeted conversions. 
  • Instagram: Another great place to highlight your work and drive brand awareness. Best for sharing before and afters, highlighting new products and beautiful work. Instagram is visually focused, so this isn’t the place to drive conversions, but Instagram is an effective tool for growing your brand. 

We recommend you start with just one platform. 

The key to successful social media marketing for construction companies is consistent, quality posting. If your company is new to social media marketing, don’t overcommit or overextend.

Start with just one platform, two at the most, and focus on growing your following there first, before you expand. 

03. Post Consistently

The key to successful social media marketing is consistent, quality posting.

Post at least twice a week to start. 

And be intentional about what you’re posting. 

Different types of posts get more attention from different platforms. 

For example, Facebook is likely to limit the reach of a post that it thinks is marketing in preference of what it calls, “meaningful content” or content that brings people together. A post about how great your company is probably won’t get the same reach that highlights a photo of your team or a project you’ve recently complete. 

Do some research into the platform you’ve chosen and come up with a plan that includes:

  • Posting best practices for your platform
  • How often to post
  • What to post

Deciding what to post is often the toughest part of social media marketing for construction companies, so let’s take a look at some best practices there.

04. Vary Your Content

When your construction company is getting started with social media, it’s easy to think of one type of post: say an employee spotlight, or before and after project photos, and stick to those while you get a feel for the platform. 

It’s great that you’re posting consistently, but it’s likely the followers you have will start to grow weary of seeing the same types of posts in their feed all the time. Do your best to vary your content so your followers always feel like they’re seeing something new or interesting from you. 

For example: 

  • You might post one employee spotlight post. 
  • Then, a few days later you could post a before and after project post. 
  • A few days after that you could share an article you found helpful from someone in your industry. 
  • Next, you could share one of your own blog posts.

Varying the types of content your construction company put out works for you in a variety of ways. 

  1. It helps ensure you’re putting out content that speaks to more than one of your buyer personas. You’re likely to pull in more followers with varied content. 
  2. It keeps your followers entertained, with new content they can get excited about. 
  3. It’s likely to help you maintain a solid reach with each of your posts. 

Any social media platform is likely to start limiting your post’s reach as they see that fewer and fewer people care about the content you’re putting out. When you put out new, different, and exciting or interesting content each time you post, you’re more likely to increase the engagement that the post gets. 

When more people like, comment, and share your posts, you get a larger reach, which eventually turns into a greater following. 

If you ever get stuck, consider incorporating video. 

There is nothing that social media users love more than video. Whether it’s a timelapse of your job site or a quick video how-to, video constantly drives the most engagement regardless of social media platform. 

Not sure how to make sure you’re always posting something new and different?

Consider a content calendar specifically for your social media platform. 

This can help you outline what you’re going to post, and when. This way, you can decide what types of content you’ll put out, and you’ll be able to see at a glance that what you have coming up is new and different from what you’ve already posted. 

05. Get Involved

Once your construction company gets your social media marketing strategy up and running, it’s time to get involved. No matter what platform you choose, your active engagement is essential to the success of your social media strategy. If someone comments on your post, respond. Even if you’re just thanking them for their comment. 

If you’re on a platform like LinkedIn, Twitter, or Facebook, get involved in groups that are relevant to your construction company. LinkedIn is especially great for this, but Facebook has a ton of industry-specific groups you can get involved in. 

Find a few groups that are interesting to you or relevant to your construction company, and start a conversation. Respond back to other group questions, ask questions yourself, and when it’s right, share some helpful information. 

The more involved you get on these social media marketing platforms, the faster your presence is going to grow, and the more authority you’ll build in your industry. Even on Instagram, your company can get involved by commenting on the posts of others in your industry, sharing posts you find interesting on your Stories, and just by responding to your followers when they comment on your post. 

Like just about everything else, when it comes to social media marketing for construction companies, you’re going to get out what you put in. If you’re actively involved with followers and other industry pros on your platform, you’re going to see much better results than if you’re just passively posting once a week or so.