If you're working in the construction sector and are wondering how social media can benefit your business, this blog is for you.
Social media is arguably one of the most valuable marketing tools for any business. With over 3.96 billion people worldwide using a social media platform, businesses are now able to reach larger audiences than ever before.
We’ve observed that the construction industry is not as engaged in social media as other industries. Why? Maybe because construction is a very ‘real world’ industry and digital marketing is quite far removed from the ‘bricks and mortar’ sector they work in. Social media is a great way to build brand awareness which can generate leads in any industry.
In this blog, we’re going to cover 5 reasons why your construction company should be embracing social media marketing. If you’re looking for a new way to build brand awareness and you’re not using social media, this blog is for you!
1. It’s a visual industry
The construction industry is visual and some of the work carried out in this sector is seriously impressive. Showing off your work is proof of what your company is capable of doing and helps to build your brand reputation and credibility.
You will also find that potential customers are more likely to convert if they can see the finished product and visualise it for themselves. Think about it, you wouldn’t buy a painting from an artist without seeing their previous work.
It’s also common that companies in this sector tend to try and sell the product rather than the service. For example, if you’re a kitchen fitter, the images are going to be a lot more attractive if you can see the fully finished product.
To create a connection between your social media pages and your website, you can embed your visual accounts into your website, for example Instagram. This way, if a customer is coming from Instagram to your website, the connection is clear which will improve their user experience.
2. People are usually making a big decision and want guiding through it
Usually, customers in this sector are making an important and high-value investment. Because of this, they’re likely to take their time when choosing the right company for them, making sure they do their research.
To allow your potential customers to move along the sales process, make sure you’re keeping your messaging consistent and providing them with the information they need, at every touchpoint.
In fact, 75% of customers now say that they use social media as a part of the buying process. So, if you’re not using it to put out content that supports your message, you could be ruling yourself out for a potential new customer in the early stages of the sales funnel.
54% of social browsers use social media to research products.GlobalWebIndex
Building a presence online is an opportunity to gain social proof which is a psychological concept referring to someone who mimics the actions of someone else because they believe their actions are correct.
Think about sharing testimonial content from previous customers, asking for reviews and taking note of any positive comments that people are leaving on your social media. The idea of social proof is to use third-party influence to sway potential customers.
3. It increases your chances of being seen
As we’ve previously mentioned, the amount of people using social media highlights the possibilities available to your business by using these platforms, including increasing your brand awareness.
Using this channel is key for boosting brand awareness, which means getting your name out there. But, to be successful with this, having a good understanding of your audience is key. You need to make sure that the content you create is relevant and isn’t always sales focused.
It also allows you to be in front of customers, where they’re happy to be sold to as 54% of Generation Z and 49% of Millenials have stated that social media is their preferred channel for ad influence, evidencing further that this can be the right channel for converting customers.
4. To attract the younger generation for recruitment
Who’s to say that social media can only be used by businesses to attract customers? More social media platforms are adapting to allow businesses to run on social media, including facilitating recruitment.
Currently, there is a skills gap emerging in the construction sector as a result of an aging workforce and the younger generation having little desire to go into the industry.
Sadly, the perception of the industry is poor, with CITB data showing that the overall appeal of the construction industry as a career option for young people is low, scoring 4.2 out of 10 among 14 to 19 year olds, and described as a job “for young people who don’t get into college or university.”
Unsurprisingly, 80% of social media users are between the ages of 18-34 in the UK. With this statistic largely covering the younger generation opposed to working in the construction industry, social media could potentially be the most effective way of changing their perceptions of the industry.
Construction companies can use social media to reach this audience and showcase the real opportunities involved in working in the industry and remove any stereotypes. As we have explained above, the construction industry is visual, which isn’t just attractive to potential buyers, but employees also. Make use of visual platforms like Instagram to:
- Showcase your work so potential employees can see what you actually do as a business and be inspired
- Show content of your employees on the job, so they can see a glimpse into the day to day life of your business
- Advertise any open positions you have that will appeal to this audience such as apprenticeships and the benefits they can offer them
5. Embracing the digital change will help future proof your business
Digital and social media marketing is evolving whether you move with it or not. As we’ve highlighted with the skills gap issue, if you don’t adapt now, your business could struggle in the future.
This change will benefit your business all round, supporting recruitment and conversion of customers.
It’s true that a lot of people don’t understand how social media can benefit their business and its capabilities. It’s hard to see a direct return on investment when analysing your social media analytics, so often business owners disregard the channel as a waste of time.
Although it is true that you’re probably unlikely to convert a customer from one Instagram Story, you might, because they’ve seen pictures of your work on your website and social media.
Basically, your social media is there to support the brand building and buying process and your activity on the platforms could make sure you’re picked over a competitor.
We hope that you found this blog helpful. If you’re looking for help in improving your social media marketing for your construction business, get in touch, we’re always happy to help.