Explore why construction companies need to develop a strong social media marketing strategy to achieve their digital goals.
Global social media usage is steadily increasing, with over 3.5 billion social media users worldwide. Social media marketing for construction companies can help reach new and existing audiences. Construction companies can capitalise on free brand exposure by producing quality content and engaging with their followers.
In this digital climate, social media has become core to our daily routine. Millennials (born between 1981-1996) hold the highest daily social media usage, at 90.4%, followed by Generation X (born between 1965-1980) at 77.5% and Baby Boomers (born between 1946-1964) 48.2%. These statistics highlight that social media has become intrinsic in daily life across age groups, especially those generations furthest from retirement age.
Construction companies can use social media as a channel to control the conversation about their brand, share important news about their organisation and importantly, to engage a demographic suitable for recruitment. Social media platforms host a huge audience for construction companies that they might not otherwise be able to reach. An audience of digital natives that could help the construction industry move forward in a digital era.
It’s important to remember that the same people that use social media at their leisure to look at the latest popular meme or cat video are likely the same people that work as investors, buyers, finance professionals etc. Social media marketing for construction companies is crucial to maintain a positive brand perception to each audience segment, this includes investors. Creating conversations online that build free exposure will ensure investors have made the correct choice in injecting money into construction projects. A social feed that shares:
creates an engaging social feed and gives reassurance to investors that the organisation is thriving and moving in a positive direction. The social posts also have the benefits of attracting new audiences for recruitment purposes, which indicates growth and a future of the firm.
The aging workforce in UK construction companies is problematic for the industry. The inevitable retirement of the existing workforce alongside the recruitment challenge of attracting a younger generation of workers, poses a real threat to many construction organisations. Many skilled construction workers have successfully carried out their role for decades, however, these jobs are now very unpopular with millennials and digital natives. The rise of digital transformation means younger generations seek out innovative roles in digitally savvy sectors.
The construction industry admits that it has been slow to adopt modern technologies and digital marketing transformation. Social media marketing for construction companies is a great way to combat the challenges the industry faces. By helping create brand awareness to recruit the next generation of construction workers. Construction organisations like Balfour Beatty have already started to bridge the digital skills gap, by introducing innovative graduate schemes and apprenticeships in business and technical fields. These opportunities help construction companies mould their perfect employee, giving graduates the skills needed to excel in the construction industry, and in turn the sector benefits.
Construction companies can determine which social media channels best suit their needs depending on demographic and audience usage. A paid social media strategy has the benefit of driving traffic to a website much faster than organic methods.
A common strategy is to separate organic SEO and social media within marketing departments. Website authority holds a lot of power, making it a critical SEO factor to focus on. Achieving a high authority backlink from a social channel will help search engines rank your higher in SERPs.
There are five ways social media can help you rank better in SERPS:
It’s important to note, social media does not directly boost SEO. However, creating a strategy for social promotion or amplification of your content, will achieve backlinks to your website.
There’s no escaping the shift towards the use of mobile over desktop for social media. Smartphones have had a huge impact on social media usage. The rise of visual content is correlated with the increase in smartphones, using richer forms of media to engage on the smaller screen. Nearly 80% of all social media time is spent on mobile devices. Instagram has more than one billion monthly active users and the growth of the platform has meant organisations must re-assess their digital marketing strategy, to ensure their content is mobile and image optimised. Instagram is a platform that solely works for smartphones or tablets. The social channel can be used on desktop, but the user experience is seamless on smartphones and tablets. Instagram’s inbuilt advertising and influencer marketing opportunities means referral traffic to websites can be high. Organisations must deliver websites that are mobile first to ensure potential customers have a seamless customer experience.
The amount of visual content shared daily has grown to over 3 billion images and 10 billion videos between Snapchat, Instagram, Facebook, Facebook Messenger and WhatsApp. The growth of live videos has given users an effective way to engage with audiences. This gives audiences the opportunity to get to know organisations and provides a real-time channel for communication.
54% of users would love to see more video content from the brands they follow. Any construction organisation can start creating video content as part of their social media strategy. A good place to begin is to identify what your overall objective is, and then how you’re going to achieve those results. Video content can be a simple brand message, project story, customer review, product reveal or company employment benefit that will help your organisation influence its targeted audience. For construction companies this might be for recruitment purposes or to nurture investor relationships.
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