Constructing a Digital Presence: Video Marketing Tips for English Construction Firms
May 23, 2024
Elevating Architectural Profiles: Leveraging Social Media for Your Practice
May 24, 2024
Title: The Influencer Toolkit: Unleashing the Power of Social Media for Construction Pros
In the age of digital disruption, it’s time to set your toolkit down, grab a cup of coffee, and turn your attention to an entirely different toolbox: the power-packed influencer toolkit. The relentless surge of social media to the forefront of brand marketing is revolutionizing every business sector – and yes, even the gritty, hard-hatted world of construction trades.
The Influencer Toolkit: An Overview
As a construction professional, your initial instinct might steer you away from placing ‘Influencer’ and ‘Construction’ in the same sentence – but bear with us. The influencer toolkit is a collective term for the collection of strategies and tools that businesses harness to amplify their visibility, credibility, and ultimately, their performance, via social media channels. The catch? Achieving this milestone demands more than uploading a catalog of high-resolution project photos or drone-shot videos. Here’s where the influential-power of social entrepreneurs steps in, enabling construction brands to broaden their reach, impact, and interaction.
Why Construction Businesses Need the Influencer Toolkit
Ever-leveraging social media platforms such as Facebook, LinkedIn, Twitter, Instagram, or YouTube isn’t about accumulating likes or shares – it’s about establishing authority within the industry, community engagement, networking, and fostering partnership opportunities. This ‘societal build’ invariably nurtures a potential customer base, increasing leads while galvanizing brand loyalty.
Deploying the Influencer Toolkit: Some Steps
1. Identify your Target Audience: Determine who needs to see your content. Is it would-be homeowners, fellow construction pros, or investors you’re looking to connect with? Identifying your audience aids in creating content that resonates, not just relates.
2. Find the Right Social Media Channels: Each platform attracts a unique set of users and maintaining a presence on those which your target audience frequents, places you on their radar.
3. Leverage the Power of Influencers: Linking up with industry influencers or micro-influencers bolsters your brand’s social proof, deems it trustworthy, and improves lead conversion.
4. Create Compelling Content: Engaging and useful content is king. From blog posts to live Q&A sessions, insightful content encourages sharing, developing a wider visibility net.
5. Regular Engagement is Essential: Regular interaction with your online community is crucial. Your prospective clients also need to see your human side, the face behind the brand, fostering trust and engagement.
6. Incorporate SEO Best Practices: Translate your online activities into digitized business growth by optimizing for SEO. Engage a professional for keyword research, off-page/on-page SEO, and local SEO for local market domination.
The construction industry is evolving; it’s becoming social and digitized. Integrating the power of social media and influencers into your operational blueprint can push your construction brand to skyscraping heights. After all, every sturdy structure started with the laying down of a single, strategic brick.
Case Study: How a Small Construction Firm leveraged Social Media to Amplify their Brand
In 2018, a small construction company, BuildTech Solutions, grappled with low brand awareness and a dismal digital presence. Their owner, recognizing the promising potential of social media, decided to leverage it to increase their visibility amongst potential clients and industry peers.
The first step they adopted was to carry out a comprehensive audit of their virtuous presence, firming up their company’s value proposition, refining their corporate identity, and detailing their audience segments – a crucial but often overlooked step.
Grounding their strategy on educating and providing value, BuildTech Solutions decided to center their social media approach around Instagram and LinkedIn considering the visual nature and professional appeal. They started sharing before and after images of their projects, time-lapse videos, and progress shots, which not only showcased their abilities and create an arsenal of social proof but also kept followers engaged due to the informative value of content.
To build up industry thought leadership, they shared insightful articles around construction best practices, sustainable building technology, and regulatory changes on LinkedIn. Every piece of content was supplemented with potential keywords like “Best Construction Company,” “Sustainable Building,” etc., increasing their chances of popping up in organic search results.
Further, they involved their team to make their brand relatable and authentic. Employees shared pictures from worksites, endorsed the company culture, and told inspiring work stories, giving potential clients a peek into the company’s work culture and values.
Recognizing the impact of micro-influencers, they reached out to local bloggers, real estate agents, designers, and even their satisfied clients to write testimonials, post about their services. This, in turn, propelled their brand onto various platforms, reaching thousands of potential leads.
The success of these methods for BuildTech Solutions was paramount. Fast forward to 2020, their Instagram profile amassed over 3000 followers, and their LinkedIn articles and posts consistently generated high levels of engagement. They also reported a significant boost in inbound inquiries and a 200% increase in website traffic emanating from social platforms.
Key takeaways and actionable steps our readers can adopt:
1. Identify key goals and establish your unique value proposition.
2. Conduct a comprehensive audit of your virtual presence.
3. Choose the right platforms for your brand; Instagram and LinkedIn have proven effective for construction companies.
4. Create engaging, authentic, and valuable content for your followers.
5. Incorporate SEO strategies into posts, hashtags, and articles.
6. Leverage the power of micro-influencers to broaden your reach.
7. Engage with your audience by responding to comments and messages, asking for feedback, involving employees, etc.
This case study is a perfect illustration of the immense potential of social media for construction companies when incorporated with a thought-out strategy and consistent implementation.
“Ready to harness the power of social media for your construction business? Don’t get left behind! Click here to learn how The Influencer Toolkit can skyrocket your online presence and open up a new world of opportunities. Enter the digital marketing scene now!”
“According to a recent report by Linqia, 94% of marketers who use influencer marketing find it an effective practice. The construction industry is no exception. Through influencer marketing, construction professionals can reach a wider audience, increase brand awareness, and drive more project inquiries to their business.”
