We have reached a point where we don’t have to explain the importance of using social media channels within communication strategies anymore. The medium has proven time and time again its power to connect with audiences on a personal level as well as contribute to the firm’s overall brand awareness. However, for firms operating within the construction industry, social media is somewhat of a vague area. Many believe that the same digital strategy would be successful across different firms, and hence tend to replicate what their competitors are doing.
In order to utilise social media marketing, firms must understand the importance of a customised approach. They should begin by identifying their objectives, audience, channel mix, message, and budget. These factors will differ depending on the firm’s operations. The only shared objective the different types of firms would have is to enhance brand awareness. In addition to that shared objective, property developers tend to promote their projects for sales; architects and designers aim to showcase their expertise in order to generate leads; and suppliers push their quality products. Almost each of these subcategories within the industry is targeting a different audience for a different outcome, and hence the choice of channel and message will differ.
Property developers
For developers, the ultimate goal is to increase sales. In this case an outbound communication approach would work best, where the message will focus on pushy language prompting potential buyers to explore the properties available. The audience in this case are prospective investors seeking a new home or a valuable investment. For buyers, Facebook is a great channel to communicate, as the developer would be placing the message within their social setting. The newsfeed is where many in this region spend most of their time interacting with friends and consuming content. The tools available would offer the advertiser the opportunity to target different segments with different personalised messages that would speak to them directly. Additionally, apps such as walkthroughs can be embedded onto the pages allowing buyers to tour the property in advance. The focus in this case would be on visual content; images and videos, which can be adapted to be placed on Instagram using the appropriate hashtags to enhance visibility.
Architects and designers
Unlike property developers, design firms aim to showcase their portfolios in order to generate more business. While maintaining a strong presence on Facebook is important to enhance Google Search Ranking. LinkedIn is the most valuable channel for those seeking to form relationships with potential clients. For these type of firms, the best communication approach is an inbound one, where the focus is on drawing potential clients in rather than seeking them out. Within this approach the firm must display its portfolio of work by establishing a showcase page within its LinkedIn company profile as well as publish case-studies highlighting the creative approach, thought process, and execution method for its top projects. Additionally, the channel is one of the best environments to practice thought leadership initiatives. With over 25,000 professional groups within the MENA region, design professionals can discuss industry trends and best practices, as well as showcase their skills, knowledge, and level of expertise. By doing so, the professionals reflect positively on their firms, and hence should be encouraged to continue participating in these group discussions. That being said, the firms should still monitor their representatives’ communication to ensure that it does not violate their own corporate brand guidelines.
Suppliers
For suppliers, the main objective is to be included on that coveted list of trusted firms compiled by the procurement department. While many in this region resort to cold communication (calls, emails, LinkedIn messages), the key lies in knowing the audience and reaching it. Information is everything; knowing who would be interested in a certain product and who would be able to make the decision about buying it. Luckily, we possess a tool packed with data about every firm operating within the construction industry including its employees. Suppliers can utilise LinkedIn by browsing through the profiles to ensure that they are targeting the right firms as well as the right decision makers. Once those have been identified, the supplier has the choice to contact them directly(cold), create ads that target them by industry, job title, and seniority, or use Lead Accelerator, a tool that allows them to identify prospects and form relationships. Regardless of the contact method, the message should focus on the product within its context. Instead of just relying on the usual brochure, suppliers must present case studies highlighting the use of their products within real projects. This way, prospective buyers would have a better idea of the solution the product can result in, as well as see it in action. By utilising the channels capabilities, these case studies can be created as video content that can also include real customer testimonials.
Regardless of the type of firm, social media marketing should focus on storytelling. The breadth of tools offered allows advertisers to craft stories that present their products and services in a way that appeals to their target audience and showcases them accurately. The key to utilising any social media channel is going in with a clear customised strategy and investing the right amount of time into it.