6 construction social media tips + how to convert followers into sales

Construction hasn’t typically been a leader in the world of social media. However, it’s becoming a popular avenue for marketing services and showcasing completed projects to potential clients.

Social media channels like Facebook, Instagram and Twitter can provide a solid foundation for your construction marketing plan – plus, they’re free promotional outlets. You have to be creative, strategic and personable to cultivate your online presence.

Buildertrend, the world’s leading construction project management software, is here to help take the stress out of social.

The importance of social media in the construction industry

Social media plays a crucial role in the construction business. By using social media platforms, businesses can expand their reach and connect with their target audience. Here are some of the top reasons why social media matters in the construction industry.

Brand awareness

By establishing a social media presence, you’ll have a platform for showcasing your work and reaching a wider audience. Social media tools provide an opportunity for visibility in the industry and for growing a signature brand that potential clients will recognize.

Project promotion

By posting photos of your completed work on Facebook, Instagram and Twitter, you’re creating a good opportunity for attracting potential clients. Sharing construction videos on YouTube with project updates will promote your work and showcase your capabilities.

Industry networking

Social media is also a place to connect with your local and national network of construction professionals. It can be a creative space to get ideas, share tips and collaborate in relevant industry groups.

Talent acquisition 

Having a strong online presence that showcases who you are as a company will attract talent to your business. LinkedIn is an ideal place for sharing success stories and posting job openings to attract qualified candidates.

Customer engagement

Respond to questions and project inquiries; social media is an opportunity to have direct interaction with potential clients. It can also be a place to gather feedback and testimonials to use in your marketing efforts. If you need more direction on how to engage followers, check out our social media etiquette.

Industry updates

It’s critical to stay in the know on all construction industry trends and technologies. Social media is an excellent place for this. Just follow the influencers, associations and publications you like best and dedicate regular time to reading their posts and updates. 

Marketing and advertising

Marketing on social media is an inexpensive way to advertise to a large audience. You can post testimonials, share special offers or services and advertise upcoming events. Creating targeted campaigns and running ads is a good way to get leads online.

6 tips for construction social media success

Many construction businesses often think of social media marketing as a low priority in their never-ending stream of to-do’s. Maybe it’s a Facebook post once or twice a month and a Twitter account with zero posts. It’s time to leverage these networks for the best results.

Social media doesn’t have to be a massive commitment or time investment. There also doesn’t have to be a mystery as to how social media fits into your construction marketing plan.

With these six simple social media marketing tips, your business can reach new clients, build brand awareness and drive profits.

1) Plan with purpose

Just as you wouldn’t build a house without a blueprint, you shouldn’t post to social media without a plan. All your content should have purpose and intent, acting as the beams and columns to support specific business goals.

And that’s just where your plan should begin – with goals. Create goals that follow the SMART framework, meaning they are specific, measurable, attainable, relevant and timely. For example, you want to acquire 15 more leads through Facebook per year versus just racking up likes.

To keep things organized and mapped out, create a social media calendar and use the tools within each social network to schedule posts ahead of time.

2) Start with Instagram

If you aren’t yet on social media, start with Instagram. It’s easier to manage and your profile doesn’t require a lot of information. With the picture-based format, posts require less time and offer a place for you to highlight your craftsmanship and completed projects.

Plus, with more than 1 billion users, you’ll reach a wider audience. No matter which platform you choose, avoid overcommitting – only take on one or two networks at once and only grow once you’ve mastered them.

3) Consistency is key

Social media marketing for construction is a powerful tool because it allows you to interact directly with potential clients and develop rapport and brand trust.

When you’re consistent, your audience will enjoy the familiarity. They’ll know what they’re going to get and will keep coming back. It’s also important to respond to comments to help grow your following.

Optimize online construction marketing by posting regularly – for Facebook a minimum of three times per week is recommended – to engage with current followers and gain new ones.

4) Begin with conversation starters

Once you have a plan and your chosen platform, deciding what to post comes next.

Begin with conversation starters. Talk about a new siding product and ask if others have used it, or share the floor stain your clients are considering and take a poll.

Here are some other quick ideas for content:

• Before and after pictures of projects
• Progress videos
• A day on the job
• Shout-out to a sub
• Sharing industry news
• Spotlight on services, team members or what makes your business stand out

5) Be authentic

Authenticity and quality go hand in hand. You don’t want your Instagram to look like everybody else’s. It’s all about finding your unique voice and company personality.

Don’t be afraid to stand out and make it look and sound like you. Use witty captions, strong visuals, recurring posts or themes – and, above all else, not just copying the competition.

6) Track it all

Use your data to figure out what works and what doesn’t. By tracking metrics, you can perfect your posts and make a greater impact.

You don’t have to pay for analytical tools – some platforms, like Facebook, already have these built into their pages. It’s as simple as measuring which posts were shared the most, got the most likes, started a conversation or netted a lead.

Track as you try new things and use industry benchmarks to see how well you’re performing. Try making small tweaks and then use the results to see how to boost success over time.

11 social media post ideas for construction companies

We’re digging a little deeper to inspire you with content ideas. You’ve got stunning homes, hardworking crews and countless DIY tips on your side. We’ll show you how to play it all up to build a following, start conversations and win more business.

Here are 10 social media posts your construction company should be sharing:

1. Photos of your projects – before, during and after

HGTV is one of the most popular cable networks for a reason – people love to see how other people live. Rack up those likes by shining a social media spotlight on the beautiful dream homes you made a reality. It also shows potential clients the high-quality work you deliver. Check out A Finer Touch Construction’s Instagram feed to discover awe-inspiring remodel and new-build photos.

If you’re a remodeler, show the before and after together for extra wow factor, plus the progress along the way. Danny Wang Design has truly transformative before and after posts that are a must-see. Behind-the-scenes looks are fun to watch because they keep viewers engaged and demonstrate the hard work that goes into each job.

2. Industry news and insights

You don’t want to be like every other contractor. You want to be a game changer.

That’s why you should share industry news and trends from reputable sources. It establishes you as the thought leader every construction pro aspires to be – and attracts more clients who only want to work with the best of the best.

Here’s our recommendation for sites worth following and sharing.

3. Awards and accolades

Celebrate your awards and accolades by spreading the news as part of your social media marketing.

You’ll establish credibility with your followers and gain their confidence in your work. Sharing your awards will also enhance your brand reputation and differentiate you from the competition – making you stand out as an expert in the market. Don’t be shy – share those accolades because they’ll boost your business.

4. Contests to engage followers

One of the best ways to gain new followers is to host a social media contest. Encourage followers to like, comment and share a post for giveaways or branded merchandise. You’ll get free PR, and they’ll get free stuff.

Check out Clark & Co. Homes to see the company’s beautiful project posts as well as design challenges that engage readers.

To make the contest more meaningful, tie in a philanthropic cause to help establish your business as the community’s go-to contractor while doing some good at the same time.

5. A day in the field

Many people are interested in seeing what it’s like to work on a construction crew. This is a great opportunity to go live on Facebook or share a series of images across Instagram stories.

By showcasing what a typical day looks like for your crew, you’re highlighting all the services your team offers – and the hours of hard work you put in to make it happen.

6. Talk about yourself

It’s not bragging to talk about your company’s history, team building or events. Taking the day to highlight certain crew members or subs further puts faces to what you do.

The purpose of this is to introduce your company personality and work ethic to potential clients. Show them you’re an established team whose members care about each other and the homes they build.

7. Tricks of the trade

When it comes to social media and construction marketing, video is the best way to build your brand.

Shoot videos on the job site explaining how your team does something or why you do it better than the competition. Sarah Listi at Tool Girl’s Garage posts home improvement and DIY videos that show her personality and skill set. These how-to clips can be simple and raw, but they have a big impact. It shows those watching that you know your stuff – and you’re the right team for the job.

8. Testimonials

Balance your own messaging with glowing reviews from those who know and love your work. The power of testimonials is undeniable – so the last thing you want to do is just bury them somewhere on your website.

Think beyond just posting a quote. Share a quick 30-second video testimonial shot from your phone in the field. It’s authentic and will get more engagement than just text.

9. Your inspirations

Consider resharing or giving kudos to other builders who inspire you to level up your game. Don’t worry about sending leads to the competition. If you’re a contractor in Boston, talking up a team in Miami surely won’t threaten your bottom line.

Ultimately, small actions like this help you gain support within the industry, increase your engagement and encourage these same teams to share about you.

10. Blog posts and other self-produced content

Are you writing your own blogs or case studies? Maybe your team even has a podcast? Then be sure to promote and share all your content across social media.

Even more than sharing articles from industry publications, this reinforces the notion of your business as a thought leader and boosts your ranking on search platforms.

11. Create video content

Have you tried out TikTok?

Video content is the most popular type of content on social media and it continues to grow. If you’re looking for a significant digital presence, make video part of your strategy. Keep in mind to create videos that work for your audience to drive your engagement.

How to get more construction leads from social media

Optimizing your efforts to generate leads is important in the construction industry. Follow this basic step-by-step strategy to attract new leads.

Step 1: Define your target audience

Know your ideal client and understand their needs and interests. You’ll want to target your content and messaging to attract this specific audience.

Step 2: Optimize your social media profiles

Use high-quality images, clear captions and relevant keywords to attract followers and showcase your unique brand and voice.

Step 3: Create engaging content and link to other content

Engage your audience by telling stories, providing tips or showcasing your expertise. Include links to your website or landing page to generate traffic back to your business.

Step 4: Use construction hashtags and keywords

Weave in popular construction hashtags and industry-specific keywords to reach a wider audience researching construction-related content.

Step 5: Run promotions for followers

Offer promotions or exclusive deals to your social media followers. By including limited-time offers and contests, you’ll encourage followers to take action by sharing your posts and tagging friends.

Step 6: Run targeted advertising campaigns

Targeted advertising campaigns are meant to reach a specific audience based on their age, demographics, interests and behaviors. This will help you reach the audience that will engage with your content.

Step 7: Engage with your audience

Respond to comments and messages from your social media audience. Engaging in conversations by responding and asking questions will establish an online rapport and foster potential relationships.

Step 8: Collaborate with other creators

Partner with other social media creators in the construction field. To expand your online audience, pair up with influencers, experts or competing businesses for joint campaigns and guest posting.

Step 9: Measure, analyze and capture lead contact information

Track engagement, website clicks and conversations. This data is available right on your social media platform and will show how effective or ineffective each social media post has been in generating leads.

Get social with Buildertrend

Want to learn more?

Buildertrend helps construction companies get leads and build stronger relationships with clients. For more construction social media marketing tips and other expert advice, be sure to check out our blog.

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Construction social media FAQs

Get answers to the most common construction social media questions.