Social media trends in the UK construction sector.
No matter what industry you operate in, social media is a valuable business tool. From attracting clients to developing your company brand, a strong social media presence is a cost-effective and straightforward way to help your business stand out.
Below, we look at why every construction company should have a social media presence, how successful home building firms are already using social media, and what trends we're likely to see in 2020.
Why social media matters for construction and home building companies.
You might think that you don't need a social media presence to stand out in the construction sector, but that's unfortunately not true anymore. Reports show that construction companies are steadily adopting social media and web-based marketing - almost 75% of companies use some form of social media tool to engage with their prospective clients.
What does this mean for you? It's simple. If you don't engage with your potential client base, then you risk losing out to companies who do.
Here is a rundown of the top social media trends we've identified that affect the construction sector.
Construction companies are embracing social media.
The construction and house building industry has wholeheartedly adopted social media and the marketing opportunities that it brings. Almost 90% of the top construction companies have a Twitter page, and over half of these companies actively Tweet and engage with their followers. Many companies are also turning to newer social media platforms, such as Instagram, to keep up with the changing behaviours of their potential customer base.
Most companies have a Linkedin page.
The construction sector is one of the most represented industries on LinkedIn. One in five industry recruiters say that they'll check a potential candidate's LinkedIn profile as part of the recruitment process, which confirms that Linkedin is now an integral part of the construction and home building sector.
For construction companies, the main benefit of Linkedin is the groups. These groups allow industry professionals and their client base to interact and learn from each other. By showing themselves to be knowledgeable leaders in their field, companies can network with prospective clients and foster solid working relationships.
Construction companies and Facebook.
Construction companies have generally been slower to adopt Facebook than other forms of social media. Out of those companies who do have Facebook profiles, fewer still actively post on their page or communicate with potential clients on the platform.
There are many possible reasons for this, but one is that companies simply set up a Facebook profile and forget about it because it doesn't fit in with their marketing strategy. Another is that clients are more likely to leave reviews on this platform than, say, Twitter, because of the word count limits.
Since bad reviews can damage a company's reputation, it's understandable that firms may choose to avoid this platform.
What we can expect in 2020 and beyond.
Social media is big business for the construction sector moving into 2020. Construction companies will most likely continue to utilise LinkedIn for networking opportunities, recruitment drives, and marketing strategy and research.
Clients want to work with personable companies that they feel like they can trust. When companies use social media or web-based marketing to engage with their potential client base, people remember them.
In an increasingly digital world, we expect to see more construction companies turning to social media platforms such as Twitter to build a rapport with their future clients. It's likely that overall Facebook engagement will stay the same or drop.
Data analytics is at the heart of the construction industry's future. We expect to see a huge adoption of data analytics technology across the sector as companies find new and improved ways to streamline their marketing processes. We also expect to see companies diversity the social media profiles they use to keep up with changing times.