If you own a trade business, marketing is a great way to grow your company and increase both your sales and reputation. Social media marketing is one of the best marketing strategies to invest in.
Here’s what you need to know about construction social media marketing:
There are many ways to promote your business on social media
There are many social media platforms you can use that each work differently to generate leads
Working with an ad agency can help you get started and get leads immediately
If you’re a realtor looking to improve your digital marketing strategy, Relevantly can help. Let’s connect.
Does Social Media Marketing Work For Construction Businesses?
All types of marketing require an investment, either of your time, money or both. That’s why when you begin any new marketing strategy, it’s important to take a step back and consider if the strategy will be effective or not.
Fortunately, social media marketing works for every industry! Whether you are a large national chain or a small local family-run business, your business can benefit from social media marketing.
An example of construction social media marketing on Facebook
Since there are so many different social media platforms available for you to integrate into your marketing strategy (and we’ll cover these in more detail below), it is pretty much a guarantee that you will find your niche.
For example, if you are targeting empty nesters or long-time homeowners, your business may thrive on Facebook, as the average age of a Facebook user is 40.
If you are targeting new homeowners or first-time buyers, you may have success on Instagram or even TikTok.
If your business typically completes commercial construction projects, LinkedIn may be the best platform for you, where you can connect easily with other business owners!
Social media marketing works because it is an easy way to reach the perfect audience for your business.
Still not so sure they work? Let’s take a quick look at the results from an ad we ran for a home improvement business.
Results from an ad we ran for a home improvement business
This ad was run for a small home improvement business. It had a budget of only $200.00, and yet it resulted in 2,677 landing page views, over 29,000 users reached, and only cost $0.07 per click!
To put this in perspective, the average CPC across all industries is $0.97! When you develop an effective social media strategy, you will quickly see an increase in leads and near-immediate return on investment for your construction business.
How To Promote Your Business On Social Media
A construction social media marketing strategy will include a number of components, not just ads (although paid ads are typically an important piece of the puzzle)
Here are some of the many ways you can use social media to promote your company:
Paid Ads: The most obvious answer is through paid ads. Most platforms will allow you to pay for advertisements to guarantee that your content will reach your selected audience.
Organic Traffic: Creating high-quality content that users want to engage with will attract users naturally. You won’t have to pay for all your content to be seen if you share interesting pictures, videos, and links. Users will typically engage with content they like, and this helps spread it to even more users.
High quality images and videos will get more engagement
Reviews: Know some happy previous customers? You can ask for reviews and either share them on social media yourself or request that they write a review for you. Reviews are a great way to promote your business by increasing your brand awareness and your social proof.
Showcase Your Work: Social media is the perfect place for showcasing your portfolio! Ensure you share high-quality photos and videos that truly highlight your work.
Social Media Platforms: An Overview & how to use them to generate leads
As we mentioned above, there are a number of different platforms you can choose to integrate into your social media marketing strategy.
Some businesses prefer to use as many as possible, while others focus on just one or two platforms.
Which platforms you choose and how you use them is an important part of your strategy - working with a social media ad agency can help you figure out what’s best for your unique business.
Instagram is just one of the many social media platforms you can use
Today, we’ll take a look at five of the most popular social media platforms: Facebook, Instagram, TikTok, LinkedIn, and YouTube. All of these can work to improve your construction social media marketing strategy.
How To Use For Social Media Marketing: Facebook allows you to create paid advertisements, manage a business page, and chat with potential customers using comments and Facebook Messenger.
About Facebook: Facebook is a massive social media platform (with over 2 billion users!) that allows businesses to create pages to share their content, as well as advertisements.
Facebook is most popular amongst those aged 24 - 49, and is slightly more popular with men, though women are more likely to have meaningful engagement on the platform.
How To Use For Social Media Marketing: Instagram is owned by Facebook, which means you can run ads either solely on Instagram, or run your ads on both Instagram and Facebook.
Similar to Facebook, you can use Instagram to directly chat with potential customers and share high-quality content.
About Instagram: Instagram is an excellent platform for construction companies because it is essentially just a photo and video-sharing platform. It’s a great way to showcase your work!
Your instagram profile can show off pictures of your work, videos, and much more!
The average Instagram user is between the ages of 25 - 34. Many first-time homebuyers are within this age bracket, so Instagram is a great place to advertise to them!
Instagram “Stories” are a popular way of sharing tidbits of information, short videos, and pictures.
How To Use For Social Media Marketing: LinkedIn allows for paid advertisements and also allows you to share organic content with your followers. LinkedIn is a great place to find other business owners.
About LinkedIn: LinkedIn is a platform that is perfect for businesses who are looking to connect with other professionals and business owners.
If your company works primarily with other companies or works mostly on commercial construction, LinkedIn can provide an excellent opportunity for new leads.
YouTube
How To Use For Social Media Marketing: YouTube allows for paid video ads, and is a great place to share organic videos as part of your portfolio.
Renovation videos are very popular on YouTube
About Youtube: YouTube provides an amazing opportunity to share long videos and show off work. Some great examples of videos that perform well on YouTube include:
Time-lapse videos of new builds and renovations
Before and after renovations
“Vlog” style videos (video blogging)
How-To videos (e.g. how to install something, how to build something)
YouTube also allows you to set up advertisement videos. These videos will play prior to other YouTube videos.
TikTok
How To Use For Social Media Marketing: You can upload short videos following certain TikTok trends that apply to your business. This will provide you with an opportunity to go viral.
About TikTok: TikTok is a video-sharing platform primarily used by younger users. The average user is between the age of 16-24.
Although this may not be your target audience when it comes to sales, TikTok can still be a valuable tool.
You may think that TikTok is just popular amongst teens, but you may be surprised to learn about the businesses, celebrities, and even politicians who use the platform to reach their audience!
How Much Will I Spend On construction Social Media Marketing?
The amount you spend on advertising will vary greatly depending on a number of factors, such as:
In-house marketing vs working with an agency: Do you plan to hire the pros or take a stab at digital marketing yourself?
What platforms you use and how many platforms you use
How many ads you want to run per month
Any other services you want to include, such as analytics, website improvements, service set-ups, social media landing pages, etc.
There is no right or wrong answer for how much to spend on your social media marketing strategy. Everyone will have a different budget, and that is okay!
You can work with your marketing agency to help you determine the best strategy for your budget and business
However, let’s take a look at the average for Facebook ads since they are one of the most popular choices.
On average, most businesses across the board will spend somewhere between $200.00 - $800.00 per month on Facebook advertising.
Now, that just includes the cost of the ad itself. If you are working with an ad agency, you will also need to factor in their monthly fees.
Not sure how much to budget for marketing services? The U.S Small Business Administration recommends setting aside 7-8% of your gross revenue for marketing purposes.
Should Construction Companies Work With a Marketing Agency?
Unless you have an in-house team dedicated to marketing, it is typically recommended that you hire a third-party marketing agency to work with.
There are a number of reasons why choosing to work with the pros is preferable to doing it on your own - the number one reason being a bigger and quicker return on investment.
A professional and experienced marketing agency knows exactly how to target the right audience for your business with ads, posts, videos, and any other marketing tools you use.
Working with a marketing agency ensures you can spend all of your time focusing on what matters most!
They know how to effectively use each and every social media platform and what strategies work best to increase engagement.
Not only that, but when you work with an agency, you don’t have to put time and energy into marketing when you could be focused on your work!
You won’t have to worry about spending hours learning how to use ad tools or figuring out the best way to get leads through trial and error.
A marketing agency will already know how to do this - which means a greater ROI and new leads much faster!
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Choose Relevantly For Your Online Marketing Strategy
At Relevantly Marketing, we understand that those working in construction are busy people! That’s why our team is dedicated to creating a comprehensive social media marketing strategy so you can worry about one less thing when it comes to your business.
At Relevantly, our team has over 15 years of marketing experience to help your business grow. We would love to learn more about your business and work with you!
