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Social Media And Marketing: Using LinkedIn For Construction Marketing

Social Media And Marketing: Using LinkedIn For Construction Marketing

Compared to other social media platforms, LinkedIn is more of an editorial and publishing focused channel.

As the most professional social media platform, LinkedIn is the ideal place to share construction academia and articles to stay up to date with industry topics and engage in conversation with other building product sellers and users.

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Content Sharing

By sharing your own content and commenting on other people’s building product updates, you will build your credibility and reputation.  People will increasingly begin to value your opinion and trust you, considering you an expert in the construction field.  Ask and answer questions on LinkedIn daily to ensure that you maintain an active position as someone who educates and expresses interest on social media.  Inactive accounts get forgotten.

While short, inspirational quotes and company updates are ideal for LinkedIn, make sure you mix these up with links to more substantial pieces of content.  Due to the academic nature of LinkedIn, educational articles and blog posts on building products and the construction industry are well-suited to this platform.  Promote your construction blogs, your press releases, your building product updates.  And use rich media; you don’t just have to stick to written content.  Try adding images and videos to keep your uploads fresh and varied.

If time is a challenge for you, consider connecting your Twitter and Linkedin accounts to allow you to post the same updates on both platforms, saving time and reaching a wider audience.



LinkedIn is renowned for its networking opportunities.  Whenever you reference someone in your building products research, find them on LinkedIn. Whenever you meet someone for the first time in a business meeting, find them on LinkedIn.  Whenever you read a construction article or blog post that you find inspiring, find the author on LinkedIn.  This way, you’ll expand and improve your relationships with key contacts.

You can also network by joining LinkedIn building product groups.  Being part of a group isn’t enough though; you will have to participate in discussion and contribute ideas.  This is a great way to expand your network and even find customers.  Over 70% of users use groups to research purchasing decisions.

Brand Image


Unlike most social media platforms, LinkedIn allows you to connect employees’ personal profiles to your business page, creating a web of contacts for visitors.

Train your employees to act as brand ambassadors on LinkedIn.  You’ll need a consistent company brand image that is carried through all of your construction posts, and a style of writing that feels consistent when each of your employees or colleagues writes.  This will make your posts and other content more memorable, professional and secure an image of you as a company.

Gain endorsements from your colleagues, friends and customers to develop your reputation and help prospects build trust with you.  88% of viewers are influenced by endorsements before working with a person on LinkedIn, so it is vital that you get these in place.

LinkedIn Ads and Analytics


To promote your content, you may decide to use LinkedIn ads. These include the following:

  • Sponsored content: updates that you sponsor to be promoted to a wider audience than just your followers. This can improve your organic traffic and draw new prospects to your building products company page.
  • Text ads: pay-per-click ads that you can install on the LinkedIn homepage, profile pages, groups pages and search results pages, amongst others.

Use LinkedIn analytics to measure how many visitors have viewed your profile, who has followed you and how users have interacted with your construction materials posts.  Measure these factors at regular intervals to align your building products company as accurately as possible with your audience and highlight which types of updates are most effective for you.

Optimisation For LinkedIn

Your company page needs to be SEO-friendly if you want to be easily found on LinkedIn.  Optimise your building products company page for search by ensuring that your profile is keyword-rich.

If you’re not sure which keywords you would like to rank for, consider which keywords visitors would be likely to use when searching for a building products company.  You can also use sites like Moz to analyse how often certain terms are searched for, and pick keywords that you would like to aim to rank for. 

To further optimise your company page for search, include links to your website and blog, and customise your LinkedIn URL so it looks like this: http://www.linkedin.com/in/companyname

A custom URL improves the likelihood of your profile ranking in LinkedIn searches, as searches look for relevant keywords in the URL.

Data and stats sourced from Marketingthink.com.

[2021 Update] TOP 5 Social Media Platforms For Construction Companies

HubSpot reedited their State of Marketing 2021 report last August to include data related to the UK market, making it more relevant for businesses operating at a country-level. The report opened with an unbeatable headline: social media has been the #1 channel used in marketing in 2021 with 8 in every 10 companies investing in their social presence.

But, how accurate is that data for manufacturers and construction companies?

When asked about the social outlets construction professionals most often used, the participants of the 2018 Social Media in Construction survey highlighted LinkedIn and Facebook. 78% also reported using Twitter, and 61% explained having dived into the world of video content and YouTube. Surprisingly, Instagram was only present in the strategy of half of the businesses surveyed.

4 out of every 5 LinkedIn members are decision-makers and, as a result, it is still the go-to platforms for construction companies. This platform is designed to facilitate networking, partnership, and recruitment, making it easier than ever to cultivate business relationships, interact with potential customers, and increase your sales! 

If you found the information in this post insightful, we recommend you look into some of the most popular articles in the Insynth Blog regarding social media! Our favourites are: 

How Insynth Can Help You

Ready to improve your LinkedIn strategy and discover a whole wealth of new social media tactics? 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.

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About Insynth

At Insynth we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to reach a technically demanding audience.

We use the latest marketing techniques such as construction inbound marketing, to equip building product companies to grow sustainability in this era of digital transformation.

As the only HubSpot certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM ImplementationWeb DesignSales AutomationSEO, and Email Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.

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