The construction industry is lagging behind on social media.
Social Media is challenging, because you have to continually connect with clients. It’s exhausting. The problem is made more complex by the bewildering array of social media platforms. So, what do you do?
Like anything that commands long-term commitment, a solid foundation is essential. Without detailed planning, the right assets (marketing materials), and long-term commitment, whatever you build is bound to collapse.
Here are some of the questions that you might be mulling over to get you started:
• Which social media platform offers the best return on investment?
• How do you get noticed over the din of noise?
• How much does it really cost?
These are all good questions and you probably have many more. But let’s say you had to start with no budget and wanted to supercharge your presence on social media, can be it done? Absolutely.
To do it well, we’re going to give you a process to follow. It’s completely free. However, you will need time to think things through, but by the end you will have a social media strategy that will frame your online digital presence. So, are you ready?
a) List your brand values: can you think of three words which capture who you are? For example: customer-centred, ethical, quality-focused.
b) Gather your assets: these are your logo, house style (key words and rules for how you communicate your brand at present), collection of key URLs etc.
c) Update your house style with your branded values.
All social media posts, irrespective of platform, must adhere to your updated house style.
For the construction industry, you might come up with:
• The public sector (contracts)
• Private sector
o Buyers (B2B or B2C)
o The industry itself
• Yourself (staff, your board members and so on)
For each, add why you want to connect with that particular audience and the difference it makes to your bottom line. Then, list the kind of material that would engender the greatest engagement. For instance, under the sub-heading “The Industry Itself” you may well develop the following Tramlines:
• Changes to legislation/building regulations
• Opportunities/trends emerging in the sector
• Your successes
All posts must connect with at least one audience.
Mapping audiences to social media platforms.
Some platforms are better at engaging with particular audiences. Facebook remains the largest social media platform with the most powerful demographics-based advertising. Pinterest has the best ROI. Instagram is the best for branding. LinkedIn is a sure winner for B2B, but requires a specific type of engagement.
You will find that some platforms cater better for multiple audiences than others. Facebook and Twitter are rock solid choices.
Once completed you will have produced a table that maps the following:
Audience > Content > Platform
You now have a social media strategy. If you then apply it to a calendar, you will have a working operational plan too: well done!
Social media isn’t like putting up a tent, it’s like building a small town. It takes a lot of planning and dedication. With the right approach, you can guarantee a solid presence across digital media that resonates with clients and cements your brand’s reputation.