Construction Marketer Volume 1 2018 - Social Media

E S S E N T I A L M A R K E T I N G T A C T I C S , T I P S A N D E X P E R T I S E 

marketer 

Volume1 | 2018 

J 

By Jamie @ 

STREET 

www.jstreetcreative.co.uk 

7 

Ways to 

Succeed on 

Social Media 

> Essential Social 

Media Shortcuts 

> Freshly Squeezed 


> Instagram for the 

Construction Industry 

> Social Media Start Line 

> Social Media Automation 

> Launch Marketing Tap Into Twitter 

www.jstreetcreative.co.uk I @jstreetcreative


Contents 

Welcome to the first volume of Construction Marketer, after much deliberation I decided it was a good 

moment to put my writing to paper (albeit digital) in order to share my knowledge and experience of 

working in the construction and marketing space for a number of years. 

Construction Marketer, is designed to support your construction marketing strategy and campaigns with tactics, advice 

and expertise tailored for todays highly competitive marketing environment. 

In volume 1 Construction Marketer, is in the Spotlight and I share with you some compelling ways to get the most 

from a platform that may seem massively unrewarding and irrelevant to many in the construction industry space. 

From an in-depth introduction to instagram to launching new content or products on twitter, 

I hope you will embrace social media with fresh enthusiasm. 

If you would like to share your thoughts on constructon marketing via the publication or on the website www.jstreetcreative.co.uk, 

please contact me below. 

Happy Marketing! 

Jamie Street 

Jamie Street 

Branding and Design 

jamie@jstreetcreative.co.uk 

Linkedin: https://www.linkedin.com/in/jamiestreet87/ 

We provide design services to help business’ 

in the built environment create refreshing new identities. 

P.S The guide uses the construction industry as the subject area but all skills can be applied to any business 

©jstreetcreative 

No part can be reproduced without 

the express permission of the publisher 

J 

ST REET 




Start Line 

Inside a construction business 

it’s easy to become so invested 

in a new product, service or 

scheme that it becomes a simple 

easy to understand concept. 

More often than not, this is not the 

case and the chances are that even 

people within your business will 

take some time to adjust and fully 

understand the new concept. 

Therefore potential customers will 

require careful consideration when 

choosing how best to 

communicate with them. Left in 

the wrong hands this could lead 

to overly complicated technical 

marketing messages being 

communicated to our audience. 

As part of the marketing campaign, 

construction marketers can employ 

a carefully considered social 

marketing campaign as an effective 

tool for drip feeding knowledge to 

your customer. 

Social Marketing Environment 

Social media is a fragile environment 

where a minor slip can lead 

to significant consequences. For all 

the good it can do for your 

business, a badly perceived post can 

be damaging. 

The key is to maintain a balance 

between the core principles of your 

business whilst maximising the 

response to your messages. 

Avoid Cheap Tactics 

A funny GIF or meme, that has no 

relevance to your product and service 

may lead to a few random likes 

but what effect will it have on 

credibility and is it fulfilling its 

purpose of driving awareness? 

GIFs and other novel tactics can be 

highly effective (page 4) but don’t 

lose sight of your business goals 

simply to suit the social media 

platform. 

Consistency 

Delivery of your messages on social 

media should reflect all the 

messages you are communicating 

on your website, email campaigns 

and print activities. Consistency, 

in all marketing and promotional 

materials is essential. 

Repetition, creates familiarity 

and confidence and helps to build 

a long term impression. Flakey 

unguided messages can only serve 

to confuse your audience and dilute 

the intended message. 

However this doesn’t mean the 

message has to be continuously 

repeated. An extended story that 

can be pieced together by 

following each stage (hashtags 

page.6) or re-squeezing (page.8) 

can boost consumer engagement. 

But the key in that instance is the 

subject remains the same and each 

communication holds significant 

value on its own. Don’t waste the 

limited time you have with your 

audience, who are well trained in 

scrolling through news feeds. 

Compelling 

With so much information 

available in the world of social 

media and other outlets it’s essential 

that your posts are compelling 

and engaging. 

You can’t guarentee a great image 

of your project will be enough to 

capture the interest of your 

audience. This approach will likely 

lead to people flicking their finger 

past your message. 

Construction marketers need to 

show their creativty and employ 

tactics that will not only ensure 

your messages are seen but receive 

a like, re-share or more crucially 

website traffic. 

JST 

REET 



Crafting the Message 

Instead of just posting an image, lets 

look at how you can craft the ideal 

message that will reward your time 

investment. 

Here’s an example: 

JST REET 

A great feature with @company leads the 

way in the next volume of construction marketer. 

Subscribe Free to read it on day one: 

http://www.jstreetcreative.co.uk 

#construction #sustainability 

09:01 - 7 March 2018 

See other tweets 

Key Message Features 

1. The use of a perfectly sized 

twitter image 

2. A photo that draws the eye, combined 

with a provocative headline 

and body content 

3. Consistent use of the 

Construction marketer logo and 

colour scheme throughout 

4. Raises awareness of an upcoming 

feature and a future release 

5. It endorses another company 

(@company) which can massively 

enhance shareability 

6. There is a clear call to action: 

Subscribe Free 

7. A consistent hashtag is used. 

For the benefit of your product 

you might choose go for 

something completely unique. 

The goal with the post is to increase 

traffic to a landing page, with the 

ideal result being a new subscriber to 

the publication. 

A Sustained Effort 

Success requires consistent 

interactions throughout the day, week 

and month, appearing at various 

times to act as a continuous reminder. 

Marketers may grow frustrated with 

the lack of response and convert their 

efforts elsewhere. There is a degree 

of experimentation, in terms of post 

timing and structure but over time 

the rewards will go beyond likes and 

followers. Social media is a marathon 

not a sprint. 

We have safetly left the social media 

starting blocks but there is a lot 

more to learn and tactics to perfect 

in order to take advantage of the 

irrestible social marketing platform. 

Create Your Dream 

Brand Identity 


in the built environment create refreshing new identities 

Branding | Literature | Social Media | Lead Magnet 

www.jstreetcreative.co.uk I @jstreetcreative 

www.jstreetcreative.co.uk @jstreetcreative 

J 

ST REET 

www.jstreetcreative.co.uk I @jstreetcreative JST REET


If your construction business is using social 

media, how responsive are people to your content, 

are you getting likes, shares and comments from 

your followers and partners? 

JST REET 

Gone Missing on Social Media 

The cold truth of social media is that great content 

can go missing. Expecting to share something and 

the floodgates to open with people liking, sharing and 

clicking through are unrealistic in such an 

overpopulated marketing space. People may see and 

acknowledge your message, but they might not feel the 

need to share or like it. 

Traditionally used for fun and amusement, a viral 

response to your new construction project, product or 

service is very uncommon. In some cases they may not 

even see it at all. 

Including engaging images and repeating your posts at 

different times of the day can enhance response, but the 

method of including @handles and tagging others is a 

sure fire way to give your content a leg-up. 

Minor Adjustments 

If you want to increase the reach potential of your posts 

here are just a few minor adjustments you can make to 

your social media messages to multiply your 

impressions, shares, likes and clicks. 

Using the @ handle 

On twitter, linkedin and Facebook you can use the @ 

function to include another person or company in your 

message. 

Here is an example of highlighting your businesses’ 

work with a housebuilder or architect: 

Great to work with @housbuilder on @architect in location. 

Read more about our work on the project here: www.website.com 

09:01 - 12 June 2018 


Using the @ will notify the businesses associated with 

those social media accounts, who may choose to share 

your content to their social media audience of 1000’s, 

increasing visibility of your business to their audience. 

The Stats 

The key goal here is that by sharing using the 

@housebuilder and @architecthandles it is possible to 

increase the “potential” number of viewers (impressions) 

and clicks (engagements) the tweet can achieve by 

creating the opportunity for it to be seen by 

significantly more twitter users than before. Our twitter 

following may be 150, but there’s combined is several 

thousand. If both parties re-shared the content we 

would be visible to there audeince creating potential for 

new relationships to be begin with minimal effort. 

That is a worthwhile increase considering the minimal 

effort required and undoubtedly lead to our brand and 

those featured in the message being seen by new 

audiences. A benefit that your partners will surely value. 

Image Tagging 

Not keen on complicating your social media messages 

with @handles everywhere? 

JST 

REET 



An alternative and more attractive 

method, is to attach a suitable image 

and tag companies relevant to the 

photo. This would also be the tidiest 

approach for including your own 

team in the message, to 

further increase the sharing 

potential. 

As with the @handle approach the 

tagged company account will be 

notified, and in turn they may 

choose to like or re-share your 

content. 

You may only be sharing the content 

once, but others are also working 

for you by extending the life of the 

message. 

More than a Novelty 

Tagging and @handles may seem 

novel, but they provide an example 

of how by working together with 

your partners beyond the initial 

transaction relationships can be 

enhanced further and new business 

opportunities can be generated. 

The Hashtag # 

Less about sharing and more about 

visibility and brand engagement 

the hashtag is a powerful tool for 

getting your business recognised 

when people search via social media 

platforms. 

A construction company may always 

uses the hashtag #construction to 

appear in twitter social search for 

this topic. They may use other 

relevant hashtags such as #building 

and #sustainability to broaden their 

visibility to a relevant audience. 

Short Term Power Hashtags 

A clever way to use hastags in twitters/facebook 

is to utilise the trends 

from panel down the left hand side 

of the news screen. 

Using hashtags in your social media 

posts for a specific day e.g 

#wednesdaywisdom or 

#fridayfeeling can put your content 

in front of a much bigger audience. 

An increase in impressions is 

guaranteed but don’t expect an 

audience to love or care about your 

content. Remember the 

trending hashtags are being viewed 

by millions of people who care little 

or have absolutely no awareness 

of your business. Employed in the 

right situation however, it could 

prove hugely rewarding. 

Make the right judgement call when 

it comes to balancing short term 

impressions with the impact on your 

business. If you can make your message 

fit within the context it’s worth 

experimenting. 

Below is an example of jumping on 

this royal wedding craze: 

Need a #RoyalWedding warm up? 

Look no further: (www.website.com) 


10:10 - 19 May 2018 


Exciting Features! 

Short term hash tags assigned at 

construction events are a great way 

to increase the visibility of your 

message. During the event Twitter 

users and event organisers will be 

following and engaging with the 

hashtag for the latest updates. 

Event hashtags become competitive 

with companies keen to gain the 

spotlight, success is dependent on 

the content you are sharing but a 

concentrated effort will give your 

construction business excellent 

visibility and can help drive traffic to 

your stand, website or at your as 

minimum your social page. 

Below is an example of utilising the 

ecobuild2018 hashtag. Continuous 

use for all tweets during the event is 

essential: 

Excited to be at exhibiting at #ecobuild2018, 

come and see us at stand E21 


09:01 - 7 March 2018 


Long Term Hashtags 

JST REET 

A unique hastag, used consistently 

can become a highly effective 

branding tool in your marketing 

efforts. Used consistently and 

strategically alongside the right 

content it can tell a persuasive story 

about the ethos of your business. 

The hashtag may be your company 

name, a strap line your company 

exclusively uses or a specific 

marketting campaign you are running. 

Through consistent use your 

social media audience can access an 

entire stream of content related to 

your business simply by clicking the 

hashtag in your post. 


JST 

REET


People may also search for your 

hashtag using traditional search 

engines (Google), creating an additional 

route into specific content you 

are a promoting. You can also monitor 

the performance of hashtags as 

a means to measure the effectiveness 

of your marketing efforts. 

Marketing Campaigns 

Companies with a large following 

adopt new hashtags to 

encourage people to get involved 

with their new marketing initiatives 

for launches and campaigns. 

By encouraging their followers to 

use the new hashtag, they can 

identify their most valuable 

customers through their 

engagement with the hashtag. The 

relationship can be enhanced by the 

hashtag creator choosing to share 

the customers content or following 

up with more personal 

communication. 

Utilise Your Email Database 

If the content of your social media 

message justifies it (a new landmark 

project, partnership or video) why 

not send a link to your social media 

message containing your content to 

your email database. 

This could offer a number of 

significant benefits: 

• Massively increase followers to 

your social media account (they 

may not have acknowledged 

you had a social media presence 

before) 

• Increase shares and likes if 

people are logged in at the time 

as viewing your social media 

message. If you have 

included @ and tagging those 

who tagged will see further 

benefits from your efforts to 

include them in your social 

media messages. 

More Than Meets the Eye 

The cold truth of social 

media is that great 

content can go 

missing. Expecting to share 

something and the floodgates to 

open with people liking, sharing 

and clicking through are 

unrealistic in such an 

overpopulated marketing space. 

Social media offers so much more 

to construction marketers, than may 

meet the eye. The potential leverage 

and coverage can serve to be of great 

value to your business. 

Starting to use social media is a 

positive step, but to make that 

positive step a rewarding one it’s 

time to implement and measure the 

tools laid out 

here and really 

start making your 

content work for 

you via a sustained 

effort. 

I hope these tips 

help your 

construction 

business take 

significant 

strides to 

stronger 

relationships 

and new 

business 

opportunities. 

JST 

REET 



Freshly 

Squeezed 


When it comes to sharing content on social media the prospect of having enough to say can get 

overwhelming. You may only have one new press release to share and you don’t want to send your 

audience to sleep by posting out a repeating message over and over again. Thankfully there is a lot more 

life in your press release than you might expect, here’s how you can squeeze more from your content with Twitter. 

Follow the twitter stream to see how you may choose to get the most from your content: 

Phase 1: Below is as example of a typical message that 

may appear on twitter, following the post of a recent news 

story, published directly from the original website. It ticks 

all the boxes in terms of image, use of @ to increase share 

potential with partners, #hashtags and the link to the post 

itself. 

JST REET 

towards the original content or website you were 

promoting in the previous social media message. Online 

tools such as Canva are perfect for this. As before it’s 

important to leverage the accounts of other companies. 

JST REET 

“The project was a massive 

success and was well received by 

the local community” 

- Spokespersons Name 

Great to work with @housbuilder on @project in location. 


#construction #housebuilder #newbuild 



Phase 2/3/4/5: The choice is yours but create 3 or 4 

further tweets that appear to look new but still point 

The project with @housbuilder on @project in location was a huge success 





Phase 6: To really utilise the post content and the new 

graphics, create a short video to pull everything together: 


JST 

REET


“The project was a massive 

success and was well received by 

the local community” 

- Spokespersons Name 

JST 

REET 

Watch the video above for all the key points from our project with 

@housbuilder on @project 





iMovie for Mac is ideal tool for loading your images, 

inputting transitions and possible a backing soundtrack 

to create an effective piece of marketing collatoral 

efficiently. 

Phase 7 Recycle your Social Media: 

At this point you might feel you have 

exhaused the current piece of content. Think again.The 

good and the bad side of using twitter as a marketing 

channel is that the response to your content can vary 

based on the time of day or the day of the week. 

Social Media is a 

great way to squeeze 

every last ounce of 

juicy goodness out of your best 

content. Turn that construction 

brochure, product press release 

or case study into a fresh glass of 

knowledge with a new image, 

headline, and text. 

This time element makes it a lot more acceptable to 

share previous tweets again later in the week, or month 

and give the perception of sharing something new with 

a different audience or a timely reminder to those who 

may have overlooked it the first time. 

You can achieving this quickly and efficiently by 

using an automation tool like Buffer. Use the tool to 

re-schedule the great tweets you just shared for the 

following week, or a specific date and time in the calendar 

(Read More Page.15) 

“Freshly” Squeezed Content 

As you can see Social Media is a great way to squeeze 

every last ounce of juicy goodness out of your best content. 

Turn a case study, press release or case study into a 

fresh glass of knowledge with a new image, 

headline, and text. To get all the essential goodness 

from your post make sure you share each with your 

partners, who will share content that looks new and 

informative. 

Hopefully these tips will give your some inspiration 

on how to give the perception of “freshly squeezed” 

to your existing and new content. Use this process 

time and again to raise your business profile and the 

awareness of your most valuable content. 



Gliding 

Through 

Instagram 

Many may dismiss instagram as a marketing tool for a younger generation and fast moving consumer 

brands but statistics and demographics would suggest there is a world of opportunity for companies 

working in the construction industry. 

2017 Statistics (1) Relevant to Construction Marketers 

• 60% of instagram’s 17.2 million users in the UK are 

above the age of 25 

• The age bracket of 18-34 dominates, 

representing 61% of the total share 

• 44% are men and 56% are women 

• It was estimated that in 2017 70% 

of brands will be on instagram (2) 

• Engagement with brands (3) is 10 times higher on 

instagram than on Facebook, 54 times higher than 

Pinterest and 84 times higher than Twitter 

Instagram’s Construction Industry Potential 

As a company involved in the construction industry the 

important word is “potential” 

1. Instagram membership is growing rapidly (4) and it’s 

users represent your customers, colleagues and 

associates of today and the future – It is imperative to 

get your products and services in front of them 

2. Re-purposing content. If you are using resources 

from your website or posting images and content on 

other social media channels such as Twitter, Facebook 

and Linkedin minimal effort is required to re-use the 

content on instagram to great effect 

3. The stats say it all. A lot of construction companies 

are heavily invested in Twitter, to a point of overload. 

With 84 times greater engagement rate (3) achievable 

on Instragram, the opportunity to instill your brand 

or business is significant. There is potential to become 

a leading influence in the construction industry space. 

4. Tell a Story. Construction marketers could use 

Instagram Stories to capture photos and video of the 

business’ on-site construction project or factory line in 

action, to maintain a continuous flow of communication 

to your audience. Instagram Stories is a perfect 

opportunity to enhance the business’ a personality, 

become more than a technical helpline, or somebody 

at the end of an email. 

- With minimum effort you can deliver a 

regular stream of branded content in the palms of 

your audience 



- Your brand is placed at the top of 

instagram feeds for 

maximum visibility and will 

automatically appear when 

instagram users are watching 

their instagram stories 

5. Influencer Marketing is used to 

great effect by consumer brands that 

are tapping in to 

instagram users with 1,000’s of 

followers. By identifying the right 

instagram users (you may already 

employ them) to promote your 

business, there could be a great path 

to gaining recognition in this space. 

Initial Instagram Growth 

Unlike your website and Linkedin, 

instagram is a platform your 

audience is likely to use for pleasure 

rather than business. You will need 

to be open to adopting outside of 

the box marketing tactics to get 

them to follow and like your 

content. 

Here’s some ideas: 

Tell Your Business 

Group wide email and internal 

communications is a good starting 

point for building a foundation of 

initial followers. 

Influencers 

Encourage colleagues to mention 

your account via their instagram 

posts or stories. Maybe they are 

working on a project and are well 

placed to snap a good photo of your 

product being installed, get them 

to mention your account in the 

description using 

@yourcompanyname to point their 

audience towards your account. 

Motivation 

Motivational quotes and images are 

always well received on instagram as 

audiences seek inspiration 

throughout the day. To keep on 

brand you might want to include 

an influential or inspiring caption 

or comment a colleague mentioned 

about the company, or go for a more 

traditional big name (Steve Jobs/ 

Einstein/Sports Star) approach. 

Here’s an example of how we might 

promote the Freshly Squeezed 

Social Media article on page 8 with 

Instagram: 

Not necessarily the most 

motivational, but still informative 

and eye catching which may lead to 

audience engagement. A free online 

tool like Canva or Pablo can help 

you create these type of visuals. 

Memes 

Be wary of the damage a meme may 

have on your brand. You might get 

away with the odd meme on Twitter, 

but on instagram your post has a far 

more permanent presence. 

Content Remains King 

Content is king when it comes to 

growing your instagram following 

and achieving the audience 

interaction to the justify time 

investment the platform demands. 

Let’s look at some of the 

resources you should look to utilise 

or produce: 

Case Study Photos 

Landmark locations, or eye catching 

architecture are great for catching 

the audiences eye. 

Personal Touches Showing the 

inside of your business 

operation is an 

approach that is 

highly valued by 

instagram users 

Premises 

Showcasing your 

factory, office or depot 

can give a personal 

touch to your 

instagram feed. 

Staff 

Spotlight the team 

that makes your 

business a success. 

Share there comments 

and daily activities 

Products, Brochures 

& 

Promotional Material 

Give them a personal touch by 

showing products being installed or 

brochures being read by colleagues, 

customers and influencers 

Company Profile Video 

Provide small snippets of your 

company profile video and enhance 

relationships with your audience 

Instagram stories 

In the responsible hands of your 

staff out on the road, on site or in 

your factory there is a never ending 

source of valuable content you can 

capture to achieve sustained 

communication with your audience. 

Include appropriate location and 

product information, maybe even 

the weather. 



Go The Extra Mile 

• Drone Footage 

This type of premium content is ideal for social media 

engagement. If you have drone video content of your 

headquarters or a project make the most of it here. 

• Personal Hashtag 

Create a breadcrumb trail for your instagram posts by 

starting your own company hashtag. Be imaginative 

and unique, but remain on brand. #loveconstruction 

for example. Here’s why: 

- When people search a unique hashtag in insta 

gram or a major search engine like Google they 

will see all yourcontent associated with the 

hashtag first 

- When they click the hashtag in post they will 

see all your other content 

- The hashtag can be used across all your social 

media feeds 

- You can use it via other marketing channels to 

give your audience another way to find you 

- Give your brand greater personality 

• Watermarking 

If people steal or re-share your content you can still 

get additional exposure by displaying a faded logo in 

the corner of each post 

• Re-squeezing 

Don’t miss an opportunity to re-tell a great story from 

existing content in a different way through instagram. 

• Build Awareness 

Your existing audience may not expect to find you 

on instagram, make sure they are aware through you 

website, email and offiline collateral 

Strategy Advice: A Consistent Mixture 

The final hurdle is to provide your audience with a well 

co-ordinated mixture of content consistently. Avoid posting 

all of your great content in a single day, the rewards 

come from dripping fresh content over days, weeks and 

months. Early on gather followers and traction, consider 

sharing a new piece of content every day, but mix up the 

type of content you share each day to catch the eye. 

As you audience grows you may reduce frequency and 

increase quality even further. Over time you will be have 

an audience that is eagerly awaiting your next post. 

Warning 

These content sources will bring your instagram feed to 

life, but make sure the quality standards remain consistently 

high. Your audience will accept and potentially value 

amateur footage from your team, but don’t lose control of 

your business and risk repercussions. Lay down guidelines 

to people with access to the account, and moderate where 

possible. The live aspect of instagram stories is not suited 

to business review, consider gathering and moderating 

content first and re-issuing once approved. 

More Leg Work 

Unlike twitter, facebook or linkedin it’s not straight 

forward to re-share existing content, reducing the 

possibility of piggybacking on other people’s accounts. It is 

possible through third party apps, but requires more than 

a simple click. To maximise likes ensure you are tagging 

any associated instagram users into your posts. 

Enjoy the Glide 

As with all social media channels a lot of work is required 

to establish yourself on instagram. However, given the 

potential to sew the seeds of your business amongst a new 

and existing audience, it remains an effective way to leap 

to the front of the line in a competitive industry. 

The Tagline 

Traditionally “a story tells a thousand words” but a well 

orchestrated Instagram tagline is just as powerful. 

This is an opportunity for Construction Marketers to 

really bring a personality and voice to their business, that 

will ultimately result in better engagment. 


JST 

REET


Launch 

Tap Into 

Twitter 

To capture the eye on Twitter, you can’t just post about something once and hope your audience comes 

flooding in. Inflict maximum impact with a focused twitter launch campaign as part of your launch marketing 

efforts. With every brochure or product release, deliver a well co-ordinated twitter launch campaign to 

stimulate interest prior to launch, at launch, immediately after launch and the window of opportunity there after. 

Here’s how we could promote this very social media guide on twitter to great effect: 

The Foundation Tweet 

Showing the front cover and release 

date notifies the audience about the 

forthcoming release: 

Get your FREE copy of Construction 

Marketer: www,jstreetcreative.co.uk 


09:01 - 18th June 2018 


Teaser Tweets 

JST 

REET 

7 Essential Ways 

To Succeed on Social 

Launches 25th June 


Making our audience aware Below 

I have showcased one of the main 

articles “Freshly Squeezed Social 

Media (page 8) . Making the 

audience aware of what’s to come, 

not only gives them something to 

look forward to but also encourages 

content providers to alert their 

followers as well. 

JST REET 

Things get fruity in volume 1, get it on 

release FREE: www.jstreetcreative.co.uk 




I would then continue to do the 

same for each of the articles featured 

in publication, or those that 

we consider to be the best. Posting 

out about each article at different 

times during the day will provide 

maximum exposure for your twitter 

launch campaign.Articles that can 

leverage support from other companies 

on twitter will reach a bigger 

audience. You can find out more 

about social media shortcuts and 

utilising other accounts on twitter 

here. 

Alternative Tweets 

The images we have used for our 

twitter launch campaign tweets so far 

are true to the construction marketer 

brand but may become overlooked by 

scrolling twitter users that have 

familiarised themselves to our content. 

JST REET 



An alternative image can be used to 

capture our audiences interest while 

retaining the message and purpose 

of the tweet. The intended effect is to 

act as a continuous reminder of the 

imminent launch: 

Receive it on launch: 

www.constructionmarketer.co.uk 




7 Essential Ways 

To Succeed on Social 

Launches 25th June 


ST REET J 

Launch Day Tweet 

The launch day has arrived and its time 

to let everyone on twitter know. 

A new image and message aligned 

with the launch seeks to and encourage 

audiences to read the publication 

JST 

REET 

A small caption of an article featured 

in the publication is displayed with a 

relevant image. The aim is that each 

teaser will attract different people to 

download the publication. 

Where applicable, this is another 

ocassion where more re-shares can be 

achieved, by including contributors 

using the @handle. 

These content snippets can be created 

quite easily for all your articles using a 

freemium design tool like Canva. 

By re-packaging the core content 

(construction marketer volume.1) 

we can continue to drive extremely 

valuable traffic to the publication for 

an extended period. 

This process not only serves to 

notify the existing audience, but can 

massively increase the reach of the 

publication leading to new subscribers 

and brand new audiences through the 

shares and likes received. 

Your Launch Marketing 

content. 

• Repeat content on different days 

at different times when your 

content is likely to be viewed by 

different people. 

• Retain brand consistency, 

relevance and quality throughout 

all of your other marketing 

messages via your website, email 

and offline activity to strengthen 

credibility, anticipation and gain 

better results on release and the 

days following. 

• Where applicable leverage partners, 

colleagues and associates 

to further extend the reach and 

impact when launch day arrives. 

If your construction company 

has new product or service on the 

horizon, a twitter launch campaign 

is a great marketing tool to utilise. 

Putter it in action alongside an 

extended marketing launch, utilising 

other essential channels such as 

email, you website and youtube. 

IT’S HERE! Read it now: 





Now 

Available 

Has your business got a launch on the 

horizon and you want to utilise the 

power of twitter? Here’s a recap on 

my recommended approach and how 

you can re-master it for your own 

purposes. 

Prepare for Lift off... 

Content Teaser Tweets 

Similar to the the teaser tweets 

adopted prior to final launch, content 

teaser tweets are the perfect way to 

continue to prolong the appeal and 

interest in the e-book. 

“The cold truth of social media is that 

great content can go missing. Expecting 

to share something and the 

floodgates to open with people liking, 

sharing and clicking through are 

unrealistic in such an overpopulated 

marketing space.” 

Discover social media shortcuts. Read it now: 





• Achieving the desired levels of 

traffic endorsement from social 

media promotion for your new 

content is only achieved by a 

relentless yet strategic approach. 

• Use different types of content, 

including text, images and video 

to keep your audience motivated 

and stimulated by your upcoming 

release. 

• Keep tweets looking fresh and 

different, but don’t neglect your 

brand or dilute the message or 

stray too far from theme of the 


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Cruise Control 


Automation 

Automised social media, can save construction marketers several hours a day and allow greater focus on the 

“real work” whilst gaining the most value from new and existing content. Automise content before and after 

posting and to add value to your own news and updates. 

Content Launch 

Once content is complete, construction marketers need to do 

everything within their power to get their message out to a 

wider audience as quickly as possible for immediate impact. 

Tools such as Publicize (1) represent a great automisation 

feature for Wordpress that enables content to be shared as 

soon as a post goes live. 

If immeidate publishing isn’t available, social 

media automation through tools such as Buffer 

(2) , Hootsuite (3) or Dlvr.it (4) is where time will 

be saved. They may also be more beneficial as the 

first automation tool to be employed, as content 

can be scheduled rather than arriving on social 

media channels all at the same time. 

Recycle Content with Automation 

These automisation tools will allow you to 

continue to re-publish the same content on social 

media at different times during the day, week or 

month. Instead of a reactive approach to social 

media the coverage and professionalism of your 

messages is enhanced by spreading them over 

time. Great content doesn’t need to become old 

and we can continue to recycle it thorugh our 

social media channels. We can improve the impact of this 

by changing the message and the graphics use (see page 8). 

Twitter is ideal for this as we want to maximise the visibility 

of our content. There is no harm in sharing the content one 

morning and on the evening the next day, as it may serve a 

different audience or remind those who overlooked it 

previously. 

As a construction marketer these methods eliminate a s 

ignificant amount of stress. We know we need to address our 

social media audiences but we 

don’t want interaction with them 

to completely dominate our day. 

A couple of hours of pre-planning 

can provide a week of quality 

interaction allowing you to shift 

your efforts towards responding 

and engaging on a more personal 

level. 

Automise Supporting Content 

Sharing content from other 

sources adds value to your social 

media channels. Known as 

the 80/20 rule of social media 

(5) which is adapted from the 

Pareto Principle (6) . The 

concept emphasises the importance 

of 20% of your content directly promoting your brand, 

and the other 80% consisting of informative and educational 

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resources from others. This balance helps retain your 

credibility as a useful social media account to follow, rather 

than appearing as an advertiser. Audiences are alert to 

being sold to so create the right balance to show you are 

there to add value. 

Content accumalation is another time consuming task 

but thankfully there are tools available to help assist with 

this process. Feedly (7) for example can enable construction 

marketers to build a healthy library of content appropriate 

for sharing amongst your own company messages. 

Automate The Audience 

Efforts should also be made to automise the process in 

which our audience is able to share our content with their 

social media channels. On-site sharing tools should be 

accessibile in various locations on page. 

audience to share content would significantly reduce the 

possibility of your content being shared to a far larger 

audience. 

As a minimum social sharing should be enabled at the 

start or end of each post or piece of content, but other 

places such as hovering on the sidebar can provide a more 

immediate response. Other methods such as pop-ups may 

also be considered to maximisie the sharing opportunity. 

Automate Now 

Automation ensures that all the hard work put into 

creating great content is rewarded. Instead of social media 

interaction being a drop in the ocean, automation ensures 

your content is ever present, which is essential for success 

to be achieved. 

Some of these sharing tools may be available by default, 

but failure to enable these features and relying on the 

References 

Essential Social 

Media Shortcuts 

Page 3 

www.canva.com 

https://pablo.buffer.com/ 

Freshly Squeezed 


Page 6 

www.canva.com 


Gliding Through 

Instagram 

Page 8 

(2)(4) https://www.brandwatch.com/blog/ 

instagram-stats/ 

Eye Catching 


www.canva.com 


Stepping Stone to 

Email Subscribers 

Page 15 

(1)(4)http://www.rosemcgrory. 

co.uk/2018/01/01/uk-social-media-statistics-for-2018/ 

(1)https://www.dreamgrow.com/11-reasonswhy-newsletter-beats-social-media/ 

Crusie Control 


Automation 

Page 17 

(1) https://jetpack.com/support/publicize/ 

(2) https://buffer.com/ 

(3) https://hootsuite.com/ 

(4) https://dlvrit.com/ 

(5) https://www.socialmediatoday.com/content/8020-rule-why-just-20-your-social-media-content-should-be-about-your-brand 

(6) https://www.briantracy.com/blog/ 

leadership-success/apply-the-8020-rule-toeverything/ 

(7) https://feedly.com 


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Stepping Stone 

to Email Subscribers 

Social media is here to stay, but it’s value in construction marketing can only be judged by how we use it to 

achieve a worthwhile return. Automated or manual social media engagement still demands our time and 

careful co-ordination, to make that investment worthwhile construction marketers should ensure their social 

media efforts are rewarded with a healthy return of email subscribers. 

Email is Essential 

It’s easy to believe email is “old 

technology” compared to social media, 

but as products and services often 

prove new doesn’t necessarily mean 

better. 

Lost in Social 

On social media your message can get 

lost, surrounded by various 

distractions; Celebrities, sports, music 

and more. How does that great new 

brochure look compared to the new 

trailer for Jurassic World? The answer: 

“Not so interesting”. 

Construction marketers who have 

built great content, used all the tips 

and tactics of handles (@), hashtags 

(#), re-squeezing (p.8) and 

automation to grab the social media 

spotlight for long enough, deserve 

gratification for their efforts. 

The reward should come in the form 

of the visitors email address for more 

valuable interactions. 

Landing Page 

The first priority is that the audience 

finds the information they expected 

once they click your social media 

interaction. Assuming this is the case, 

priority should quickly shift to email 

capture. 

Don’t rely on visitors to find your 

contact page, or call you. Your website 

needs to be pro-active in order to 

achieve the maximum from their 

precious time. 

Capture the Moment 

Via a page take-over, offer a 

worthwhile incentive such as an 

ebook to encourage subscription 

immediately. A take-over is 

recommended as it it gives your 

audience little option but to at least 

consume your message. 

In my view a pop-up is slightly less 

effecive as it shows your website in 

the background, so visitiors may 

instinctively react with an immediate 

click-away. 

If that fails, ensure on every page 

there is a visible email sign-up form 

as a minimum, or there is a standout 

image that reminds people of your 

giveaway incentive. Ensuring compliance 

with GDPR the sign-up form 

doesn’t need to be over complicated. 

Tell them what they are getting and 

ask for their email in return. Save 

their time and avoid additional fields, 

those finer details can be captured 

later. 

The Reward 

So all your hard social media work 

has been rewarded with an email 

address, but it’s what can be gained 

from that email address that really 

makes it standout beyond new 

followers and likes for your social 

media pages. 

Ongoing Communications 

Email paves the way for more 

effective and efficient ongoing 

communcations. Your audiences are 

expecting your valuable content, and 

therefore willing to give you more of 

their headspace when they open your 

email. 

Statistics show that emails achieve 4x 

greater response rate than 

Facebook (1) . So with every email 

campaign you send out you can 

expect 4x the website traffic to your 

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your construction website than you 

can from a facebook post. Using 

segmentation could lead to an even 

greater response rate. 

Furthermore recent changes to facebook 

(algorithms) mean audience 

reach of non-promoted (organic) 

posts has reduced by 50%( 1 ), which 

means businesses need to rely 

on paid advertising (boosting) to 

achieve full visibility to their 

followers. In contrast, e-mail 

remains relatively low cost. 

The important point is that by 

capturing an email as a 

consequence of social media 

interaction, we move our audience 

communications away from an environment 

where our control over the 

conversation and cost is spiralling 

to a position that allows construction 

marketers to budget better and 

achieve a higher level of response. 

Genuine Relationship Building 

An email represents the start of a 

more complex and rewarding relationship 

with potential 

customers and colleagues. Yes you 

can comment, reply and direct 

message on social media but email 

remains a more professional 

platform to have meaningful 

business conversation. 

The off-cuff interactions on social 

media can 

instead become 

email communications 

that 

achieve 

genuine 

revenue. 

Marketers can 

achieve this 

through 

greater 

personalisation 

and 

segmentation 

of messages 

with specific offers 

and incentives. 

However, it is important to 

maintain the right balance to avoid 

your new contact viewing your 

emails as spam and your future 

communications being ignored. 

Their are also greater reassurances 

such as life-span that construction 

marketers can gain from converting 

social followers into email 

subscribers. 

With social media we don’t have any 

control over whether our audience 

will migrate to a different platform 

or simply stop using it (#Leavefacebook) 

making it unwise to hang 

all our marketing efforts on the 

number of followers are social pages 

receive. 

move our audience 

communications away 

from an environment 

where our control over the 

conversation and cost is 

spiralling to a position that 

allows construction marketers to 

budget better and achieve a 

higher level of response. 

Once we have an email contact, we 

posess a communication channel 

that remains a foundation to 

every other form of modern 

communication including social 

media itself. 

Social Success 

The important message in terms of 

overall strategy is that construction 

marketers should continue to persue 

more followers and the benefits 

associated with re-tweets and greater 

visibility from social, but achieve 

these targets with the goal of capturing 

email addressess for further 

more valuable communications and 

relationships that can grow even 

stronger over time. 


JST 

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About the Author 

Jamie Street 

I’m passionate about building 

brands, creative design and 

marketing. In my daily blog 

I provide FREE branding 

and marketing advice. Areas 

of discussion include 

Artificial Intelligence, 

Construction, digital 

marketing and creative 

design. 

At JStreet Creative we 

provide design services to help 

business’ in the built 

environment create 

refreshing new identities. 

Our creative services include 

branding, technical literature 

and social media designs. 

Connect with me on 

Linkedin here 





J 

ST REET 


Create 

Your Dream 

Identity 






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Construction Marketer Volume 1 2018 - Social Media

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