Social Media Success for Construction
The construction industry as a whole has been slow to react to social media marketing. Most common practices are still embedded in traditional forms such as newspapers, magazines, tv and trade journals
Those companies, who have invested in social media have discovered the possibility of being able to reach millions of customers for a fraction of the price of tv advertising. Whilst not only benefiting from cost saving they are also benefiting from driving customers generated data through social media profiles which can be used for placing products in front of customers and remarketing products that customers have shown an interest in.
Whether targeting trade or the general public, the data contained within the Facebook and Instagram’s AI is enough to give construction companies an understanding of exactly how many people within their geographic region are renovating a home or working in the trade and requiring building products.
From our experience working with clients, we have come up with a highly effective content strategy for taking advantage of the new market trends. A guide to which you can find below:
How to be Successful on Social
Creating Versus Curating
The first thing you need to do put all of your content in a single place. Stop creating content and start curating it instead. This is such a simple yet effective win. Simply centralise all usable product shots, selling shots, branding and infographics and organise them into seasonal buy patterns.
Test all of your creative to understand what your top performing pieces of content are
Use Facebook data to Identify your customers (tradespeople and the general public renovating houses etc)
Target your ads to people with similar data to that collected by Facebook Pixel using look-a-like audiences
Create organic content to supplement the paid campaign
Be clear and direct with your messaging
Remarket is essential to all website visitors
Our top tips
With years of experience doing this ourselves, we are well placed to offer you tips on how to maximise your success on social media:
- Try as many pieces of creative as possible (graphics or photos) – Aim for 500 – 1000 creatives. You don’t know what will work so try everything until you have an idea of what your audience engages with. If something doesn’t work so what? It doesn’t matter in the long run, just focus your efforts on creatives that work.
- Do the same with posts – The text you write is secondary to your image, but it’s a close second. Experiment with different tones of voice and calls to action.
- Be patient at first – It will take a couple of weeks for everything to average out and show your realistic results, leave it for a while and then come back to it.
- Monitor your campaign regularly – After the go-live period make sure you check your campaigns with regularity. If something blows up overnight you want to react to it and run with similar content for a while. Make checking facebook Pixel and Google Analytics part of your weekly routine. Try to understand how your social media is impacting other acquisition channels into your website.
What Does Success Look like?
We performed the above for a building materials supplier, with an offline and an online presence. We followed the above template and painstaking audited their content and data. Once organised for delivery we were able to build seasonal paid for campaigns, whilst producing more content within brand guidelines to generate more data.
There were many stand out headlines from the campaign thus far and some of them are listed below. From a geeky perspective, the clients content was seen by more than 5 million people in 130 days. We can quantify its impact based on traffic and revenue. From a brand awareness perspective, we don’t think the client could have got a better return on any other medium. Who even watches TV adverts anymore?