Social Media Tips for the Construction Industry

Social Media Tips for the Construction Industry

25th March 2015

Here at Safety Fabrications we like to spend some time and effort on helping our customers and prospective customers to make the most of all the resources available to them in order to build a better business.  We recently published a blog post about using social media in order to spread the message of how great your company is to a wider audience.  Building online relationships is a powerful way of attracting business – gaining more followers and creating an army of brand advocates who will share your profile and your products with their friends, families and acquaintances.  Today we’re going to take a look at your online audience so that you have a better idea of how to leverage your social media activity to build a bigger audience.

Firstly we need to look at just who your audience is.  While you may think that the only people who will be interested in what you have to say are others in the construction industry, that’s taking a rather short sighted view of things.  Yes, if you’re working in the construction industry and delivering services or products that are used by other companies within the construction industry, then people working or doing business in the construction industry are likely to find your posts interesting. 

However, it’s not just those working within the construction sector who will be interested in what you have to say.  Your customers and those who work in construction are your core audience – these are the people with the most direct interest in you and your business.  Your efforts needn’t stop there though – there is a huge peripheral audience who may be interested in what you do and what you have to say.  The peripheral audience is the audience that is likely to spread the message and gain you more followers.  These are people who have a secondary or external interest in the construction industry, your services or your products for a reason other than they are construction industry workers.

Your peripheral audience may have an interest in using your products in different ways, rather than in the ways which are intended.  For instance, if you sell building products such as bricks and breezeblocks, you may come across people who want to use them for something else.  Breezeblocks can be used as planters in the garden – and can look rather stylish.  If you sell sand, you may find that some of your customers are not buying the sand for building purposes, but instead are buying sand for use in craft activities.  If you sell cement, you may find people buying a bag of cement to create cement garden planters – dipping fabric into a bucket of cement and laying it over a former to dry in order to create a totally unique vessel.  These are all peripheral audience members and it’s just as important for you to engage in online conversations with them as it is to engage with those within your industry.

Ascent Cement

The more you engage and communicate with your peripheral audience, the easier it is to attract more followers.  It will give your company a great image, both online and offline and is a great way of creating trust with your followers.