Building Success: Encouraging Construction Professionals to Embrace Social Media Marketing

In the construction industry, where hands-on work often takes centre stage, leveraging the power of social media can seem like a distant concept. However, Design and Build UK explores how construction professionals can tailor social media marketing to not only advertise projects but also enhance personal and business success. We spoke with Clare Yelland, Winner of the Influencer Award at our 2023 Women in Construction Awards to get her first-hand experience and tips for anyone who is looking to use social media to help further their construction business.

For construction professionals, building a brand isn't just about structures; it's about showcasing the people and passion behind the projects. Use social media to humanise your company, sharing content that introduces your team and highlights real users of your constructions. Authenticity is crucial, align your brand values with actions, especially in supporting causes that matter to your industry. When speaking to Clare about her experience with social media she said “90% of our client base operates in the construction industry, and their social media presence has helped them to win new work, make new connections and position themselves in the market.  The key to success is to always have a strategy. We have had a lot of success with specific campaigns such as recruitment drives, new services launches.”

Beyond the bricks and mortar, social media provides a platform to engage with your audience actively, Clare Yelland confirmed this, stating “Social media plays an important part in establishing and promoting construction businesses”. Examples of ways in which businesses can utilise social media for their businesses would be by responding to posts, share user-generated content, and personalise your interactions.

As the winner of the Influencer Award at the 2023 Women in Construction Awards, Clare has insight into the benefits of social media for a business, here she shares her top 5 social media insights with us:

1. Brand positioning - It is a great place to establish your brand, and with well thought out content you can make sure that you attract new customers, grow your own supply chain, and recruit the best staff.

• Collaboration - You can use social media platforms to collaborate with your clients and supply chain.  It is great to celebrate project wins, showcase project milestones and project completions.

• Awareness - Curating content that educates people on your services is key.  There might be somebody who needs your services but didn’t necessarily know this is something you offer.

• CSR - It is great to share all the great things you are doing in your community, highlighting your commitment to social value.

• Company Culture - You can celebrate new starters, employee milestones and other achievements which further highlight what a great place your company is to work at.

Construction professionals spend significant time on projects, and showcasing these experiences humanises your brand. With the average person spending 147 minutes on social media daily, your engagement can resonate with potential clients, suppliers, and collaborators alike.

In the construction industry, client satisfaction is paramount. Use social media not just for project promotion but as an additional customer service channel. Respond to inquiries in real time, publicly address concerns, and provide resolutions. A timely and thoughtful response not only resolves immediate issues but showcases transparency, enhancing your reputation. With social media users expecting responses within three hours, it becomes a critical avenue for effective customer service in the construction sector.

While hands-on work defines the construction profession, showcasing your expertise on social media can positively impact sales and conversions. Craft content that highlights your projects, providing a behind-the-scenes look at your construction processes. With the average person spending nearly two and a half hours on social media daily, your compelling content can inspire potential clients, turning social media into a dynamic sales channel.

Construction professionals possess a wealth of knowledge and experience. Use social media platforms to share insights, take stands on industry issues, and address concerns. Establishing yourself as a thought leader builds trust and loyalty among your peers and potential clients. With trust in traditional institutions declining, construction professionals are increasingly looked upon as sources of authenticity and leadership.

While construction may be a hands-on profession, staying informed about industry trends is crucial. Use social media for social listening—monitor conversations, understand customer sentiments, and identify emerging trends. By addressing concerns and aligning content with the interests of your construction community, you foster a stronger connection and responsiveness to evolving market demands.

We asked Clare Fielding to share her advice for individuals or companies looking to strengthen their online presence and brand through social media:

Clare stated “Firstly, Strategy - make sure you have a social media strategy that aligns with your business objectives.

Then you have to know your audience, who do you want to speak to and what do you want them to know.

You also have to try and make it personal - people engage more with posts which include people, rather than a copy and paste sales post.

Once you have an understanding of that you can focus on engagement, Get your employees to engage with your content, also encourage them to post.

Make sure that you include images on posts, and also that they are H&S compliant.  H&S should be adhered to at all times, but if in a snapshot something isn’t compliant or conveys the wrong message this can be extremely detrimental to your business.

Establish a tone of voice which suits your business.  Are you going to use lots of emojis or would this not be appropriate for your business.  Are you trying to be formal or do you want to be more personable.

Most of all don’t be afraid to try things out! You will soon identify which posts drive the most engagement you can use this to measure your success, and to tweak your future social media plans to make sure that your content is engaging.”

Construction is a collaborative industry. Use social media to connect with other professionals and influencers within the construction sector. Actively participate in groups, collaborate with influencers, and share customer reviews. Building credibility and awareness through social media can open doors to new partnerships and collaborative opportunities.

In an industry driven by skilled professionals, social media offers a cost-effective method for talent acquisition. Platforms like LinkedIn provide tools for recruiters and job seekers alike. Construction professionals can leverage social media to connect with potential candidates and showcase their company culture, attracting the right talent to contribute to the success of construction projects.

In conclusion, social media isn't just a tool for advertising in the construction industry; it's a personalised approach to building connections, enhancing personal and business success. Construction professionals can leverage these tailored tips to humanise their brand, engage with their community, and thrive in the digital landscape, ultimately contributing to the advancement of the construction sector.

You can elevate your brand's online presence with our tailored social media solutions. At Design & Build UK, we are not only a magazine, but an all-round marketing agency as well!

We specialise in crafting engaging content strategies designed to captivate your audience across various platforms. Whether you're seeking to boost brand awareness, drive traffic, or foster meaningful connections with your audience, we've got you covered.

Our team of experts harnesses the latest trends and analytics to optimise your social media performance, ensuring maximum reach and impact. Let us navigate the ever-evolving landscape of social media for you, empowering your brand to stand out in the digital realm.

If you would like to elevate your company’s online presence, then get in touch with the team at Design & Build UK

Partner with us and witness your online presence skyrocket. Whether you're aiming to enhance your social media exposure or bolster your digital footprint, Design & Build UK is here to help you shine in the digital realm. Visit www.designandbuilduk.net/contact-us, or email the team @ lee@designandbuilduk.net to explore how we can collaborate to elevate your brand's visibility and engagement across various social media platforms.