Social media is a key tool in the arsenal anybody working in the building products industry. It is a way of making connections with potential customers and promoting building products outside of your company website. Read on to find out how to identify the perfect platform for your business.
One of the most difficult aspects of construction marketing on social media is picking which platforms you should be present on. Should it be just one, or all of the social media sites?
It all depends on your customers. Where are they? What are they searching for?
You don’t want to be focusing all your efforts on Facebook if your customers are primarily using Twitter and LinkedIn.
Researching and identifying where your prospects and potential clients are when it comes to social media is vital to successes. It will help you to make a judgment about where you should be marketing yourself.
Picking Your Platform
Knowing which social media platform to choose is difficult. However, there are a number of ways in which you can work out which platforms your audience on, which will then influence your decisions on where you should be.
1. Define Your Social Media Goals
The most important step of identifying the right social media platforms for you is to first work out what you hope to achieve through social media marketing.
Similarly, if your goal is to have a portfolio of visual content, be it images or video footage, then Instagram and YouTube are the networks that you should prioritise over micro-blogging site such as Twitter.
When defining your social media goals, it is important to consider what you want the main purpose of your social media sites to be.
For example; if you aim to use social media to allow customers to give reviews and comment on your company in a place where you can instantly respond to it, consider Twitter as a starting point.
The key is to make your social media choices compatible with your goals.
2. Social Media Monitoring And Listening
Engaging in social media listening and monitoring is another key way to identify the right platforms.
Social media monitoring is done by selecting a platform that you think might be the best for your company and using its internal search tool to look for keywords and phrases relating to your product.
Once these terms are entered, you will be able to see all content relating to that keyword with timestamps to show when they were first posted.
You may find that there was a lot of chatter around construction marketing on Facebook five years ago and that other social media sites are being hit with that search term now instead.
This is important because it allows too you chose which platforms are likely to work for you. You can reassess this regularly by conducting a social media audit, which HubSpot recommends you do every twelve to eighteen months. Audits are important because they enable you to adapt your strategies to stay afloat.
3. Website Analytics
You can use website analytics to see where readers sharing the content they enjoy. This will allow you to see where content is being shared an engaged with.
This will give you the opportunity to hone in on platforms and create a presence amongst your prospects. This helps build a relationship where you can interact and be included through mentions.
Social media pages that you are already using are a good place to gain insights into what’s working for your company as what isn’t.
Facebook and Instagram Business pages come with an analytics tool. Other platforms, such as Twitter, Pinterest and YouTube have these tools embedded into the standard dashboard.
These can be a good place to start when working out where engagement was, and what content received the best response.
4. What Kind Of Content
The kind of content you are posting will depend on the platform.
Visual content is best placed on YouTube and Instagram. But if your research shows that live videos could work successfully for your construction marketing efforts then there are also options such as Periscope, which is a Twitter-owned video platform specifically intended for live footage.
This is also an option on Facebook, available directly through a standard and business page.
YouTube is the ideal tool for the purposes of SEO; it has high conversation rates due to the growing popularity of video content. With five billion videos being consumed every day, it is the perfect platform for web traffic referral and lead generation.
LinkedIn, a business-orientated site is the perfect place to market yourself by posting whitepapers, as is recommended by Digital Marketing Institute. It’s also the ideal platform for meeting others in the industry and promoting the business to other B2B companies.
If you’re intending to use Facebook for construction marketing, consider using Facebook Ads. They are highly targeted and based on previous search history. If you are using Facebook, which will require you to have a business page, you’ll be able to share your content with an unlimited amount of followers.
If your social media plan is to be more engagement focused then Twitter is a must. Twitter is a platform for posting little and often. It creates opportunities for direct engagement between the customer and your brand because it encourages the use of hashtags and mentions in all posts.
Picking the right platform for your social media promotions is critical. Every platform is aimed at a different audience, so it is important to understand the purpose of each one and to identify where your target audience is.
Using analytics is a great way of monitoring successes and places to improve. This can be done through your website and on various social platforms depending on the type of page you have.
Remember to align your platforms with your goals. If you want to be business-orientated, think LinkedIn. If you want to be SEO driven; YouTube. It’s all about the overall goal.
Would you like some help getting on with your social media mission? Keep reading to see how Insynth can help!
How Insynth Can Help You
Are you achieving the results you want to with your social media posts? Insynth’s social media service is designed to provide you with complete control over your brand image and messaging across social media platforms. We will work with you to tailor a personalised social media presence, advising you in terms of:
- Social consultancy: developing your personalised social media strategy based on your marketing goals.
- Managing your brand: securing engaging usernames and profiles that match your campaigns to highlight your brand image.
- Social tone and nature: finding the right voice and style for your brand’s social media presence.
- Social media monitoring: Highlighting customers’ positive feedback across your social media channels and involving you in conversations.
- Social PPC: Implementing social ads to develop your social media presence.
- Social PR: Networking on social media platforms to expand your range of contacts, prospects and clients.
- Creative Discussion: Creating fast, reactive updates to spark conversations and visibility online.
- Reporting and Analytics: Analysing data to review the effectiveness of your social media strategy and activity on each platform, to inform future activities.
- Cross Channel Promotion: Ensuring that your messages reach audiences across all social media and marketing channels to expand your reach.