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Maximising your Social Media Effectiveness in Construction Marketing

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Maximising your Social Media Effectiveness in Construction Marketing

  1. 1. DAVID WATLING Head of Sales Pauley Creative
  2. 2. How to maximise your social effectiveness in construction
  3. 3. Social network usage by UK construction sector • Research shows that the adoption of social media networks for construction professionals is increasing year on year • And with a projected 25% annual growth over the next 5 years, it’s something that can no longer be ignored
  4. 4. Top tips for maximising the effectiveness of your Social Media Strategy
  5. 5. 1. Set goals & share relevant information • Set realistic goals for your social media strategy: - increase x amount of followers on Twitter in 6 months - generate x% increase in traffic from Facebook in year 1 - generate x% leads from LinkedIn in year 2 • Set these goals in line with your content marketing strategy; what type of shareable content will enable you to engage, educate, inspire and convert prospects to leads? • Whether you’re sharing visuals, articles or industry news, always keep it relevant and in line with your business objectives: social media should be used to position yourselves as an authority in the niche construction market.
  6. 6. 2. Research where your target audiences are engaging • Where are the architects, contractors and specifiers interacting online? • What content are they looking for to help them make better decisions? • Which platforms do they use more to engage with other colleagues or networks? • Where are your competitors engaging online? Useful tool: Brandwatch Analytics – allows you to monitor your competitors’ social media output across a range of channels
  7. 7. 3. Devise a manageable social media calendar • Your calendar should help you to allocate a set amount of hours per week to spend on your chosen social platforms • It provides a framework for knowing the type of content to share with each audience, on each platform, at the most appropriate time of day • Allow time in your schedule to interact with followers • A calendar will enable you to avoid ‘random acts of marketing’ and makes the process more manageable
  8. 8. • ⅓ of your social content should form part of campaign promotions to convert readers, build awareness and generate profit. • ⅓ of your social content should share relevant industry-led information from thought leaders or authoritative companies. • ⅓ of your social content should be based on personal interactions and building your own reputation i.e. brand culture The rule of thirds
  9. 9. 4. Use tools to save time
  10. 10. 5. Measure effectiveness using analytics • Google Analytics, along with a range of other tools, help to provide an overview of what social channels are leading to traffic increases and conversions • Add annotations within GA to identify when a post was promoted across social media. You can then align this with spikes in blog traffic or CPD bookings, for example. • Review on a monthly basis in order to track what social tactics you need to do more of, and which one’s are a waste of valuable time and effort. Add annotations in analytics when promoting a campaign on social
  11. 11. 6. Measure, review, refine • Always refine your social media strategy on a monthly analysis as part of your website reports • Over time this will provide in-depth knowledge of what your customers want and need
  12. 12. Other key tips to implement…
  13. 13. 1. Make it shareable with the team Incentivise the whole team to get involved – social media requires a team effort to boost engagement on all social channels. Interact with each other and drive conversations!
  14. 14. 2. Have a strategy in place for negative feedback
  15. 15. 3. Include visuals “Research has shown that when people hear information, they are likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later”
  16. 16. 4. Accentuate your brand culture
  17. 17. And if you only take-away a few things… • Social media is a necessary path for all construction businesses looking to be seen as the go-to experts and approachable brands within the industry. • Engage your audience by sharing relevant content that inspires, educates and provokes a desired response • Always measure your results and don't be afraid to tweak what's not working • Don’t feel the need to be present on all social platforms – choose a select few • And most importantly, have fun creating and developing a social strategy that works for your construction business!
  18. 18. Thank You www.pauleycreative.co.uk For more information visit our website at

Hinweis der Redaktion

  • Taken from this year’s Construction Media Index
    Second stat by @growthgurus
  • Remember: you don’t need to be on all platforms: just the ones that are most significant to your target audience. More effective to divide your precious time across less platforms that you know work for your business.
  • Stat: 88% of marketers want to know how to measure their return on investment for social media activities

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