Showcasing your latest construction projects online is an effective way to get new eyes on your brand. With a little creativity and a few choice keywords, you can build a reliable marketing strategy that will bring new leads to your inbox.
From aerial photography to before-and-after shots, here are ten ways you can showcase your recent construction projects online that will make people want to like, comment, and share.
There’s a reason why HGTV-style home improvement shows are so popular. People love to see before-and-after shots, and a wordy description just won’t do your work justice.
Every construction niche’s target clients will flock to one social media platform or another. If you’re in commercial construction, you’ll probably want to focus on posting to LinkedIn. If you do residential remodels, Pinterest and Instagram are good options.
Fortunately, most social media platforms allow you to get creative with imagery. Be sure to show the whole project—from beginning to end—for a truly mesmerizing social experience.
If you already have a “Portfolio” section on your website—and you should—you’re off to a great start.
Now, enhance it.
First, make sure all your projects are easy to share on social media by adding “Share” buttons.
Next, add a call-to-action (CTA) to each project so clients who like a particular project or feature can contact you right away to talk about it.
Finally, add an enticing description complete with relevant keywords that lets clients know what’s special about each project. This helps boost your SEO and starts the conversation with potential clients before they even reach out.
Sure, your iPhone takes high quality images. But are they bright and shiny enough to attract new clients? Are they interesting enough to get an edge on your competition?
If your answer is, “I’m not sure,” it might be time to hire a real estate photographer. A professional will know how to compose your latest projects with flair using top-of-the-line digital cameras, expert framing, and even drones.
In fact, drone footage could send your projects soaring across the internet. Aerial angles give a new perspective to your projects that catches more eyes.
Your clients are probably just as excited about their new building or renovation as you are. Use their excitement to encourage them to share the process and tag you on their social media. Odds are, they’ll have friends looking for the same services in the near future.
If you’re lucky, your subcontractors know the value of their work. Consider asking them to share their work and tag you in their posts.
Offer to return the favor, too. Highlight and tag them in your social stories to convert their followers to yours.
Not only will this get them excited about social sharing, they’ll also probably work harder knowing you appreciate them and that you’re keeping a close eye on their progress.
Social media, and media in general, is a lot more exciting in real time. By announcing new clients, counting down to the day you break ground, and showcasing benchmarks along the way, you’ll get potential clients engaged in the process. Invite your followers to celebrate wins with you.
What do you do that sets you apart from your competitors? For some, it’s using sustainable materials. For others, it’s adding luxury features. Or maybe you focus on adaptive reuse, breathing new life into historic buildings?
Whatever it is that makes your company special, be sure to capture it often. You’re not just another construction company. You do what you do the way you do it because you know it works. Simply taking pride in your work displays confidence and competence.
Posting to your social media page gets your latest projects in front of people who already follow you. That’s great for capturing the attention of returning clients, but it doesn’t get you new ones.
Hashtags and groups get your work in front of new eyes, but they have to be relevant or it won’t matter.
The hashtags, Facebook groups and even Meetup groups you use should be:
Local, or at least in locations you would realistically travel to
In construction and construction-adjacent fields (real estate investing groups, brokers’ groups, developers’ groups, interior designers, etc.)
When clients search for vague keywords like “construction company” or “general contractor,” Google often presents directory sites to give users a wide variety of options. Make sure you’re listed on these popular directories:
And ensure your listings are thorough! You want your website, best projects, and contact info to be front and center to ensure your listing gets clicked first.
If this sounds like a lot, it’s because it is. There’s a reason why “marketing” is a field of its own. Sometimes it’s best to outsource some or all of these tasks to a professional.
If you go this route, make sure you track your sources of referrals so you know that your dedicated marketer is bringing you returns.
Social sharing is the fastest way to get your brand in front of your target audience, and there’s no reason to think that’s going to change any time soon. You don’t need to be active on every social media platform, but you do need to be on the right ones. So choose your platform, figure out which hashtags are most relevant to your business, and get posting today.
By following these tips, you will soon find that your company or brand can have a strong social media presence. It is important to note that all of these points will work better if they are used together. When it comes to brand reputation management, the most important thing is always to be consistent and to assess every angle.
Tee Corley is a freelance journalist with a focus on commercial real estate and investment strategies. She’s also a 5-star AirBnB host and 2-time thru-hiker.
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