Construction Marketer Volume 1 2018 - Social Media

Essential marketing advice for the construction industry. In volume 1 learn how your construction business can use social media to best effect. Including how to get started on social, launching products on Twitter, Instagram for the construction industry and essential social media shortcuts

Essential marketing advice for the construction industry. In volume 1 learn how your construction business can use social media to best effect. Including how to get started on social, launching products on Twitter, Instagram for the construction industry and essential social media shortcuts


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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<br />

marketer<br />

<strong>Volume</strong>1 | <strong>2018</strong><br />

J<br />

By Jamie @<br />

STREET<br />

www.jstreetcreative.co.uk<br />

7<br />

Ways to<br />

Succeed on<br />

<strong>Social</strong> <strong>Media</strong><br />

> Essential <strong>Social</strong><br />

<strong>Media</strong> Shortcuts<br />

> Freshly Squeezed<br />

<strong>Social</strong> <strong>Media</strong><br />

> Instagram for the<br />

<strong>Construction</strong> Industry<br />

> <strong>Social</strong> <strong>Media</strong> Start Line<br />

> <strong>Social</strong> <strong>Media</strong> Automation<br />

> Launch Marketing Tap Into Twitter<br />

www.jstreetcreative.co.uk I @jstreetcreative

www.jstreetcreative.co.uk<br />

Contents<br />

Welcome to the first volume of <strong>Construction</strong> <strong>Marketer</strong>, after much deliberation I decided it was a good<br />

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

working in the construction and marketing space for a number of years.<br />

<strong>Construction</strong> <strong>Marketer</strong>, is designed to support your construction marketing strategy and campaigns with tactics, advice<br />

and expertise tailored for todays highly competitive marketing environment.<br />

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

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

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

I hope you will embrace social media with fresh enthusiasm.<br />

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

please contact me below.<br />

Happy Marketing!<br />

Jamie Street<br />

Jamie Street<br />

Branding and Design<br />

jamie@jstreetcreative.co.uk<br />

Linkedin: https://www.linkedin.com/in/jamiestreet87/<br />

We provide design services to help business’<br />

in the built environment create refreshing new identities.<br />

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

©jstreetcreative<br />

No part can be reproduced without<br />

the express permission of the publisher<br />

J<br />

ST REET<br />

www.jstreetcreative.co.uk I @jstreetcreative

www.jstreetcreative.co.uk<br />

<strong>Social</strong> <strong>Media</strong><br />

Start Line<br />

Inside a construction business<br />

it’s easy to become so invested<br />

in a new product, service or<br />

scheme that it becomes a simple<br />

easy to understand concept.<br />

More often than not, this is not the<br />

case and the chances are that even<br />

people within your business will<br />

take some time to adjust and fully<br />

understand the new concept.<br />

Therefore potential customers will<br />

require careful consideration when<br />

choosing how best to<br />

communicate with them. Left in<br />

the wrong hands this could lead<br />

to overly complicated technical<br />

marketing messages being<br />

communicated to our audience.<br />

As part of the marketing campaign,<br />

construction marketers can employ<br />

a carefully considered social<br />

marketing campaign as an effective<br />

tool for drip feeding knowledge to<br />

your customer.<br />

<strong>Social</strong> Marketing Environment<br />

<strong>Social</strong> media is a fragile environment<br />

where a minor slip can lead<br />

to significant consequences. For all<br />

the good it can do for your<br />

business, a badly perceived post can<br />

be damaging.<br />

The key is to maintain a balance<br />

between the core principles of your<br />

business whilst maximising the<br />

response to your messages.<br />

Avoid Cheap Tactics<br />

A funny GIF or meme, that has no<br />

relevance to your product and service<br />

may lead to a few random likes<br />

but what effect will it have on<br />

credibility and is it fulfilling its<br />

purpose of driving awareness?<br />

GIFs and other novel tactics can be<br />

highly effective (page 4) but don’t<br />

lose sight of your business goals<br />

simply to suit the social media<br />

platform.<br />

Consistency<br />

Delivery of your messages on social<br />

media should reflect all the<br />

messages you are communicating<br />

on your website, email campaigns<br />

and print activities. Consistency,<br />

in all marketing and promotional<br />

materials is essential.<br />

Repetition, creates familiarity<br />

and confidence and helps to build<br />

a long term impression. Flakey<br />

unguided messages can only serve<br />

to confuse your audience and dilute<br />

the intended message.<br />

However this doesn’t mean the<br />

message has to be continuously<br />

repeated. An extended story that<br />

can be pieced together by<br />

following each stage (hashtags<br />

page.6) or re-squeezing (page.8)<br />

can boost consumer engagement.<br />

But the key in that instance is the<br />

subject remains the same and each<br />

communication holds significant<br />

value on its own. Don’t waste the<br />

limited time you have with your<br />

audience, who are well trained in<br />

scrolling through news feeds.<br />

Compelling<br />

With so much information<br />

available in the world of social<br />

media and other outlets it’s essential<br />

that your posts are compelling<br />

and engaging.<br />

You can’t guarentee a great image<br />

of your project will be enough to<br />

capture the interest of your<br />

audience. This approach will likely<br />

lead to people flicking their finger<br />

past your message.<br />

<strong>Construction</strong> marketers need to<br />

show their creativty and employ<br />

tactics that will not only ensure<br />

your messages are seen but receive<br />

a like, re-share or more crucially<br />

website traffic.<br />

JST<br />

REET<br />

www.jstreetcreative.co.uk I @jstreetcreative

www.jstreetcreative.co.uk<br />

Crafting the Message<br />

Instead of just posting an image, lets<br />

look at how you can craft the ideal<br />

message that will reward your time<br />

investment.<br />

Here’s an example:<br />

JST REET<br />

A great feature with @company leads the<br />

way in the next volume of construction marketer.<br />

Subscribe Free to read it on day one:<br />

http://www.jstreetcreative.co.uk<br />

#construction #sustainability<br />

09:01 - 7 March <strong>2018</strong><br />

See other tweets<br />

Key Message Features<br />

1. The use of a perfectly sized<br />

twitter image<br />

2. A photo that draws the eye, combined<br />

with a provocative headline<br />

and body content<br />

3. Consistent use of the<br />

<strong>Construction</strong> marketer logo and<br />

colour scheme throughout<br />

4. Raises awareness of an upcoming<br />

feature and a future release<br />

5. It endorses another company<br />

(@company) which can massively<br />

enhance shareability<br />

6. There is a clear call to action:<br />

Subscribe Free<br />

7. A consistent hashtag is used.<br />

For the benefit of your product<br />

you might choose go for<br />

something completely unique.<br />

The goal with the post is to increase<br />

traffic to a landing page, with the<br />

ideal result being a new subscriber to<br />

the publication.<br />

A Sustained Effort<br />

Success requires consistent<br />

interactions throughout the day, week<br />

and month, appearing at various<br />

times to act as a continuous reminder.<br />

<strong>Marketer</strong>s may grow frustrated with<br />

the lack of response and convert their<br />

efforts elsewhere. There is a degree<br />

of experimentation, in terms of post<br />

timing and structure but over time<br />

the rewards will go beyond likes and<br />

followers. <strong>Social</strong> media is a marathon<br />

not a sprint.<br />

We have safetly left the social media<br />

starting blocks but there is a lot<br />

more to learn and tactics to perfect<br />

in order to take advantage of the<br />

irrestible social marketing platform.<br />

Create Your Dream<br />

Brand Identity<br />

We provide design services to help business’<br />

in the built environment create refreshing new identities<br />

Branding | Literature | <strong>Social</strong> <strong>Media</strong> | Lead Magnet<br />

www.jstreetcreative.co.uk I @jstreetcreative<br />

www.jstreetcreative.co.uk @jstreetcreative<br />

J<br />

ST REET<br />

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

www.jstreetcreative.co.uk<br />

If your construction business is using social<br />

media, how responsive are people to your content,<br />

are you getting likes, shares and comments from<br />

your followers and partners?<br />

JST REET<br />

Gone Missing on <strong>Social</strong> <strong>Media</strong><br />

The cold truth of social media is that great content<br />

can go missing. Expecting to share something and<br />

the floodgates to open with people liking, sharing and<br />

clicking through are unrealistic in such an<br />

overpopulated marketing space. People may see and<br />

acknowledge your message, but they might not feel the<br />

need to share or like it.<br />

Traditionally used for fun and amusement, a viral<br />

response to your new construction project, product or<br />

service is very uncommon. In some cases they may not<br />

even see it at all.<br />

Including engaging images and repeating your posts at<br />

different times of the day can enhance response, but the<br />

method of including @handles and tagging others is a<br />

sure fire way to give your content a leg-up.<br />

Minor Adjustments<br />

If you want to increase the reach potential of your posts<br />

here are just a few minor adjustments you can make to<br />

your social media messages to multiply your<br />

impressions, shares, likes and clicks.<br />

Using the @ handle<br />

On twitter, linkedin and Facebook you can use the @<br />

function to include another person or company in your<br />

message.<br />

Here is an example of highlighting your businesses’<br />

work with a housebuilder or architect:<br />

Great to work with @housbuilder on @architect in location.<br />

Read more about our work on the project here: www.website.com<br />

09:01 - 12 June <strong>2018</strong><br />

See other tweets<br />

Using the @ will notify the businesses associated with<br />

those social media accounts, who may choose to share<br />

your content to their social media audience of 1000’s,<br />

increasing visibility of your business to their audience.<br />

The Stats<br />

The key goal here is that by sharing using the<br />

@housebuilder and @architecthandles it is possible to<br />

increase the “potential” number of viewers (impressions)<br />

and clicks (engagements) the tweet can achieve by<br />

creating the opportunity for it to be seen by<br />

significantly more twitter users than before. Our twitter<br />

following may be 150, but there’s combined is several<br />

thousand. If both parties re-shared the content we<br />

would be visible to there audeince creating potential for<br />

new relationships to be begin with minimal effort.<br />

That is a worthwhile increase considering the minimal<br />

effort required and undoubtedly lead to our brand and<br />

those featured in the message being seen by new<br />

audiences. A benefit that your partners will surely value.<br />

Image Tagging<br />

Not keen on complicating your social media messages<br />

with @handles everywhere?<br />

JST<br />

REET<br />

www.jstreetcreative.co.uk I @jstreetcreative

www.jstreetcreative.co.uk<br />

An alternative and more attractive<br />

method, is to attach a suitable image<br />

and tag companies relevant to the<br />

photo. This would also be the tidiest<br />

approach for including your own<br />

team in the message, to<br />

further increase the sharing<br />

potential.<br />

As with the @handle approach the<br />

tagged company account will be<br />

notified, and in turn they may<br />

choose to like or re-share your<br />

content.<br />

You may only be sharing the content<br />

once, but others are also working<br />

for you by extending the life of the<br />

message.<br />

More than a Novelty<br />

Tagging and @handles may seem<br />

novel, but they provide an example<br />

of how by working together with<br />

your partners beyond the initial<br />

transaction relationships can be<br />

enhanced further and new business<br />

opportunities can be generated.<br />

The Hashtag #<br />

Less about sharing and more about<br />

visibility and brand engagement<br />

the hashtag is a powerful tool for<br />

getting your business recognised<br />

when people search via social media<br />

platforms.<br />

A construction company may always<br />

uses the hashtag #construction to<br />

appear in twitter social search for<br />

this topic. They may use other<br />

relevant hashtags such as #building<br />

and #sustainability to broaden their<br />

visibility to a relevant audience.<br />

Short Term Power Hashtags<br />

A clever way to use hastags in twitters/facebook<br />

is to utilise the trends<br />

from panel down the left hand side<br />

of the news screen.<br />

Using hashtags in your social media<br />

posts for a specific day e.g<br />

#wednesdaywisdom or<br />

#fridayfeeling can put your content<br />

in front of a much bigger audience.<br />

An increase in impressions is<br />

guaranteed but don’t expect an<br />

audience to love or care about your<br />

content. Remember the<br />

trending hashtags are being viewed<br />

by millions of people who care little<br />

or have absolutely no awareness<br />

of your business. Employed in the<br />

right situation however, it could<br />

prove hugely rewarding.<br />

Make the right judgement call when<br />

it comes to balancing short term<br />

impressions with the impact on your<br />

business. If you can make your message<br />

fit within the context it’s worth<br />

experimenting.<br />

Below is an example of jumping on<br />

this royal wedding craze:<br />

Need a #RoyalWedding warm up?<br />

Look no further: (www.website.com)<br />

#construction #sustainability<br />

10:10 - 19 May <strong>2018</strong><br />

See other tweets<br />

Exciting Features!<br />

Short term hash tags assigned at<br />

construction events are a great way<br />

to increase the visibility of your<br />

message. During the event Twitter<br />

users and event organisers will be<br />

following and engaging with the<br />

hashtag for the latest updates.<br />

Event hashtags become competitive<br />

with companies keen to gain the<br />

spotlight, success is dependent on<br />

the content you are sharing but a<br />

concentrated effort will give your<br />

construction business excellent<br />

visibility and can help drive traffic to<br />

your stand, website or at your as<br />

minimum your social page.<br />

Below is an example of utilising the<br />

ecobuild<strong>2018</strong> hashtag. Continuous<br />

use for all tweets during the event is<br />

essential:<br />

Excited to be at exhibiting at #ecobuild<strong>2018</strong>,<br />

come and see us at stand E21<br />

#construction #sustainability<br />

09:01 - 7 March <strong>2018</strong><br />

See other tweets<br />

Long Term Hashtags<br />

JST REET<br />

A unique hastag, used consistently<br />

can become a highly effective<br />

branding tool in your marketing<br />

efforts. Used consistently and<br />

strategically alongside the right<br />

content it can tell a persuasive story<br />

about the ethos of your business.<br />

The hashtag may be your company<br />

name, a strap line your company<br />

exclusively uses or a specific<br />

marketting campaign you are running.<br />

Through consistent use your<br />

social media audience can access an<br />

entire stream of content related to<br />

your business simply by clicking the<br />

hashtag in your post.<br />

www.jstreetcreative.co.uk I @jstreetcreative<br />

JST<br />


www.jstreetcreative.co.uk<br />

People may also search for your<br />

hashtag using traditional search<br />

engines (Google), creating an additional<br />

route into specific content you<br />

are a promoting. You can also monitor<br />

the performance of hashtags as<br />

a means to measure the effectiveness<br />

of your marketing efforts.<br />

Marketing Campaigns<br />

Companies with a large following<br />

adopt new hashtags to<br />

encourage people to get involved<br />

with their new marketing initiatives<br />

for launches and campaigns.<br />

By encouraging their followers to<br />

use the new hashtag, they can<br />

identify their most valuable<br />

customers through their<br />

engagement with the hashtag. The<br />

relationship can be enhanced by the<br />

hashtag creator choosing to share<br />

the customers content or following<br />

up with more personal<br />

communication.<br />

Utilise Your Email Database<br />

If the content of your social media<br />

message justifies it (a new landmark<br />

project, partnership or video) why<br />

not send a link to your social media<br />

message containing your content to<br />

your email database.<br />

This could offer a number of<br />

significant benefits:<br />

• Massively increase followers to<br />

your social media account (they<br />

may not have acknowledged<br />

you had a social media presence<br />

before)<br />

• Increase shares and likes if<br />

people are logged in at the time<br />

as viewing your social media<br />

message. If you have<br />

included @ and tagging those<br />

who tagged will see further<br />

benefits from your efforts to<br />

include them in your social<br />

media messages.<br />

More Than Meets the Eye<br />

The cold truth of social<br />

media is that great<br />

content can go<br />

missing. Expecting to share<br />

something and the floodgates to<br />

open with people liking, sharing<br />

and clicking through are<br />

unrealistic in such an<br />

overpopulated marketing space.<br />

<strong>Social</strong> media offers so much more<br />

to construction marketers, than may<br />

meet the eye. The potential leverage<br />

and coverage can serve to be of great<br />

value to your business.<br />

Starting to use social media is a<br />

positive step, but to make that<br />

positive step a rewarding one it’s<br />

time to implement and measure the<br />

tools laid out<br />

here and really<br />

start making your<br />

content work for<br />

you via a sustained<br />

effort.<br />

I hope these tips<br />

help your<br />

construction<br />

business take<br />

significant<br />

strides to<br />

stronger<br />

relationships<br />

and new<br />

business<br />

opportunities.<br />

JST<br />

REET<br />

www.jstreetcreative.co.uk I @jstreetcreative

www.jstreetcreative.co.uk<br />

Freshly<br />

Squeezed<br />

<strong>Social</strong> <strong>Media</strong><br />

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

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

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

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

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

Phase 1: Below is as example of a typical message that<br />

may appear on twitter, following the post of a recent news<br />

story, published directly from the original website. It ticks<br />

all the boxes in terms of image, use of @ to increase share<br />

potential with partners, #hashtags and the link to the post<br />

itself.<br />

JST REET<br />

towards the original content or website you were<br />

promoting in the previous social media message. Online<br />

tools such as Canva are perfect for this. As before it’s<br />

important to leverage the accounts of other companies.<br />

JST REET<br />

“The project was a massive<br />

success and was well received by<br />

the local community”<br />

- Spokespersons Name<br />

Great to work with @housbuilder on @project in location.<br />

Read more about our work on the project here: www.website.com<br />

#construction #housebuilder #newbuild<br />

09:01 - 12 June <strong>2018</strong><br />

See other tweets<br />

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

further tweets that appear to look new but still point<br />

The project with @housbuilder on @project in location was a huge success<br />

Read more about our work on the project here: www.website.com<br />

#construction #housebuilder #newbuild<br />

09:01 - 12 June <strong>2018</strong><br />

See other tweets<br />

Phase 6: To really utilise the post content and the new<br />

graphics, create a short video to pull everything together:<br />

www.jstreetcreative.co.uk I @jstreetcreative<br />

JST<br />


www.jstreetcreative.co.uk<br />

“The project was a massive<br />

success and was well received by<br />

the local community”<br />

- Spokespersons Name<br />

JST<br />

REET<br />

Watch the video above for all the key points from our project with<br />

@housbuilder on @project<br />

Read more about our work on the project here: www.website.com<br />

#construction #housebuilder #newbuild<br />

09:01 - 12 June <strong>2018</strong><br />

See other tweets<br />

iMovie for Mac is ideal tool for loading your images,<br />

inputting transitions and possible a backing soundtrack<br />

to create an effective piece of marketing collatoral<br />

efficiently.<br />

Phase 7 Recycle your <strong>Social</strong> <strong>Media</strong>:<br />

At this point you might feel you have<br />

exhaused the current piece of content. Think again.The<br />

good and the bad side of using twitter as a marketing<br />

channel is that the response to your content can vary<br />

based on the time of day or the day of the week.<br />

<strong>Social</strong> <strong>Media</strong> is a<br />

great way to squeeze<br />

every last ounce of<br />

juicy goodness out of your best<br />

content. Turn that construction<br />

brochure, product press release<br />

or case study into a fresh glass of<br />

knowledge with a new image,<br />

headline, and text.<br />

This time element makes it a lot more acceptable to<br />

share previous tweets again later in the week, or month<br />

and give the perception of sharing something new with<br />

a different audience or a timely reminder to those who<br />

may have overlooked it the first time.<br />

You can achieving this quickly and efficiently by<br />

using an automation tool like Buffer. Use the tool to<br />

re-schedule the great tweets you just shared for the<br />

following week, or a specific date and time in the calendar<br />

(Read More Page.15)<br />

“Freshly” Squeezed Content<br />

As you can see <strong>Social</strong> <strong>Media</strong> is a great way to squeeze<br />

every last ounce of juicy goodness out of your best content.<br />

Turn a case study, press release or case study into a<br />

fresh glass of knowledge with a new image,<br />

headline, and text. To get all the essential goodness<br />

from your post make sure you share each with your<br />

partners, who will share content that looks new and<br />

informative.<br />

Hopefully these tips will give your some inspiration<br />

on how to give the perception of “freshly squeezed”<br />

to your existing and new content. Use this process<br />

time and again to raise your business profile and the<br />

awareness of your most valuable content.<br />

www.jstreetcreative.co.uk I @jstreetcreative

www.jstreetcreative.co.uk<br />

Gliding<br />

Through<br />

Instagram<br />

Many may dismiss instagram as a marketing tool for a younger generation and fast moving consumer<br />

brands but statistics and demographics would suggest there is a world of opportunity for companies<br />

working in the construction industry.<br />

2017 Statistics (1) Relevant to <strong>Construction</strong> <strong>Marketer</strong>s<br />

• 60% of instagram’s 17.2 million users in the UK are<br />

above the age of 25<br />

• The age bracket of 18-34 dominates,<br />

representing 61% of the total share<br />

• 44% are men and 56% are women<br />

• It was estimated that in 2017 70%<br />

of brands will be on instagram (2)<br />

• Engagement with brands (3) is 10 times higher on<br />

instagram than on Facebook, 54 times higher than<br />

Pinterest and 84 times higher than Twitter<br />

Instagram’s <strong>Construction</strong> Industry Potential<br />

As a company involved in the construction industry the<br />

important word is “potential”<br />

1. Instagram membership is growing rapidly (4) and it’s<br />

users represent your customers, colleagues and<br />

associates of today and the future – It is imperative to<br />

get your products and services in front of them<br />

2. Re-purposing content. If you are using resources<br />

from your website or posting images and content on<br />

other social media channels such as Twitter, Facebook<br />

and Linkedin minimal effort is required to re-use the<br />

content on instagram to great effect<br />

3. The stats say it all. A lot of construction companies<br />

are heavily invested in Twitter, to a point of overload.<br />

With 84 times greater engagement rate (3) achievable<br />

on Instragram, the opportunity to instill your brand<br />

or business is significant. There is potential to become<br />

a leading influence in the construction industry space.<br />

4. Tell a Story. <strong>Construction</strong> marketers could use<br />

Instagram Stories to capture photos and video of the<br />

business’ on-site construction project or factory line in<br />

action, to maintain a continuous flow of communication<br />

to your audience. Instagram Stories is a perfect<br />

opportunity to enhance the business’ a personality,<br />

become more than a technical helpline, or somebody<br />

at the end of an email.<br />

- With minimum effort you can deliver a<br />

regular stream of branded content in the palms of<br />

your audience<br />

www.jstreetcreative.co.uk I @jstreetcreative

www.jstreetcreative.co.uk<br />

- Your brand is placed at the top of<br />

instagram feeds for<br />

maximum visibility and will<br />

automatically appear when<br />

instagram users are watching<br />

their instagram stories<br />

5. Influencer Marketing is used to<br />

great effect by consumer brands that<br />

are tapping in to<br />

instagram users with 1,000’s of<br />

followers. By identifying the right<br />

instagram users (you may already<br />

employ them) to promote your<br />

business, there could be a great path<br />

to gaining recognition in this space.<br />

Initial Instagram Growth<br />

Unlike your website and Linkedin,<br />

instagram is a platform your<br />

audience is likely to use for pleasure<br />

rather than business. You will need<br />

to be open to adopting outside of<br />

the box marketing tactics to get<br />

them to follow and like your<br />

content.<br />

Here’s some ideas:<br />

Tell Your Business<br />

Group wide email and internal<br />

communications is a good starting<br />

point for building a foundation of<br />

initial followers.<br />

Influencers<br />

Encourage colleagues to mention<br />

your account via their instagram<br />

posts or stories. Maybe they are<br />

working on a project and are well<br />

placed to snap a good photo of your<br />

product being installed, get them<br />

to mention your account in the<br />

description using<br />

@yourcompanyname to point their<br />

audience towards your account.<br />

Motivation<br />

Motivational quotes and images are<br />

always well received on instagram as<br />

audiences seek inspiration<br />

throughout the day. To keep on<br />

brand you might want to include<br />

an influential or inspiring caption<br />

or comment a colleague mentioned<br />

about the company, or go for a more<br />

traditional big name (Steve Jobs/<br />

Einstein/Sports Star) approach.<br />

Here’s an example of how we might<br />

promote the Freshly Squeezed<br />

<strong>Social</strong> <strong>Media</strong> article on page 8 with<br />

Instagram:<br />

Not necessarily the most<br />

motivational, but still informative<br />

and eye catching which may lead to<br />

audience engagement. A free online<br />

tool like Canva or Pablo can help<br />

you create these type of visuals.<br />

Memes<br />

Be wary of the damage a meme may<br />

have on your brand. You might get<br />

away with the odd meme on Twitter,<br />

but on instagram your post has a far<br />

more permanent presence.<br />

Content Remains King<br />

Content is king when it comes to<br />

growing your instagram following<br />

and achieving the audience<br />

interaction to the justify time<br />

investment the platform demands.<br />

Let’s look at some of the<br />

resources you should look to utilise<br />

or produce:<br />

Case Study Photos<br />

Landmark locations, or eye catching<br />

architecture are great for catching<br />

the audiences eye.<br />

Personal Touches Showing the<br />

inside of your business<br />

operation is an<br />

approach that is<br />

highly valued by<br />

instagram users<br />

Premises<br />

Showcasing your<br />

factory, office or depot<br />

can give a personal<br />

touch to your<br />

instagram feed.<br />

Staff<br />

Spotlight the team<br />

that makes your<br />

business a success.<br />

Share there comments<br />

and daily activities<br />

Products, Brochures<br />

&<br />

Promotional Material<br />

Give them a personal touch by<br />

showing products being installed or<br />

brochures being read by colleagues,<br />

customers and influencers<br />

Company Profile Video<br />

Provide small snippets of your<br />

company profile video and enhance<br />

relationships with your audience<br />

Instagram stories<br />

In the responsible hands of your<br />

staff out on the road, on site or in<br />

your factory there is a never ending<br />

source of valuable content you can<br />

capture to achieve sustained<br />

communication with your audience.<br />

Include appropriate location and<br />

product information, maybe even<br />

the weather.<br />

www.jstreetcreative.co.uk I @jstreetcreative

www.jstreetcreative.co.uk<br />

Go The Extra Mile<br />

• Drone Footage<br />

This type of premium content is ideal for social media<br />

engagement. If you have drone video content of your<br />

headquarters or a project make the most of it here.<br />

• Personal Hashtag<br />

Create a breadcrumb trail for your instagram posts by<br />

starting your own company hashtag. Be imaginative<br />

and unique, but remain on brand. #loveconstruction<br />

for example. Here’s why:<br />

- When people search a unique hashtag in insta<br />

gram or a major search engine like Google they<br />

will see all yourcontent associated with the<br />

hashtag first<br />

- When they click the hashtag in post they will<br />

see all your other content<br />

- The hashtag can be used across all your social<br />

media feeds<br />

- You can use it via other marketing channels to<br />

give your audience another way to find you<br />

- Give your brand greater personality<br />

• Watermarking<br />

If people steal or re-share your content you can still<br />

get additional exposure by displaying a faded logo in<br />

the corner of each post<br />

• Re-squeezing<br />

Don’t miss an opportunity to re-tell a great story from<br />

existing content in a different way through instagram.<br />

• Build Awareness<br />

Your existing audience may not expect to find you<br />

on instagram, make sure they are aware through you<br />

website, email and offiline collateral<br />

Strategy Advice: A Consistent Mixture<br />

The final hurdle is to provide your audience with a well<br />

co-ordinated mixture of content consistently. Avoid posting<br />

all of your great content in a single day, the rewards<br />

come from dripping fresh content over days, weeks and<br />

months. Early on gather followers and traction, consider<br />

sharing a new piece of content every day, but mix up the<br />

type of content you share each day to catch the eye.<br />

As you audience grows you may reduce frequency and<br />

increase quality even further. Over time you will be have<br />

an audience that is eagerly awaiting your next post.<br />

Warning<br />

These content sources will bring your instagram feed to<br />

life, but make sure the quality standards remain consistently<br />

high. Your audience will accept and potentially value<br />

amateur footage from your team, but don’t lose control of<br />

your business and risk repercussions. Lay down guidelines<br />

to people with access to the account, and moderate where<br />

possible. The live aspect of instagram stories is not suited<br />

to business review, consider gathering and moderating<br />

content first and re-issuing once approved.<br />

More Leg Work<br />

Unlike twitter, facebook or linkedin it’s not straight<br />

forward to re-share existing content, reducing the<br />

possibility of piggybacking on other people’s accounts. It is<br />

possible through third party apps, but requires more than<br />

a simple click. To maximise likes ensure you are tagging<br />

any associated instagram users into your posts.<br />

Enjoy the Glide<br />

As with all social media channels a lot of work is required<br />

to establish yourself on instagram. However, given the<br />

potential to sew the seeds of your business amongst a new<br />

and existing audience, it remains an effective way to leap<br />

to the front of the line in a competitive industry.<br />

The Tagline<br />

Traditionally “a story tells a thousand words” but a well<br />

orchestrated Instagram tagline is just as powerful.<br />

This is an opportunity for <strong>Construction</strong> <strong>Marketer</strong>s to<br />

really bring a personality and voice to their business, that<br />

will ultimately result in better engagment.<br />

www.jstreetcreative.co.uk I @jstreetcreative<br />

JST<br />


www.jstreetcreative.co.uk<br />

Launch<br />

Tap Into<br />

Twitter<br />

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

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

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

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

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

The Foundation Tweet<br />

Showing the front cover and release<br />

date notifies the audience about the<br />

forthcoming release:<br />

Get your FREE copy of <strong>Construction</strong><br />

<strong>Marketer</strong>: www,jstreetcreative.co.uk<br />

#construction #sustainability<br />

09:01 - 18th June <strong>2018</strong><br />

See other tweets<br />

Teaser Tweets<br />

JST<br />

REET<br />

7 Essential Ways<br />

To Succeed on <strong>Social</strong><br />

Launches 25th June<br />

Subscribe Free<br />

Making our audience aware Below<br />

I have showcased one of the main<br />

articles “Freshly Squeezed <strong>Social</strong><br />

<strong>Media</strong> (page 8) . Making the<br />

audience aware of what’s to come,<br />

not only gives them something to<br />

look forward to but also encourages<br />

content providers to alert their<br />

followers as well.<br />

JST REET<br />

Things get fruity in volume 1, get it on<br />

release FREE: www.jstreetcreative.co.uk<br />

#construction #sustainability<br />

13:01 - 18th June <strong>2018</strong><br />

See other tweets<br />

I would then continue to do the<br />

same for each of the articles featured<br />

in publication, or those that<br />

we consider to be the best. Posting<br />

out about each article at different<br />

times during the day will provide<br />

maximum exposure for your twitter<br />

launch campaign.Articles that can<br />

leverage support from other companies<br />

on twitter will reach a bigger<br />

audience. You can find out more<br />

about social media shortcuts and<br />

utilising other accounts on twitter<br />

here.<br />

Alternative Tweets<br />

The images we have used for our<br />

twitter launch campaign tweets so far<br />

are true to the construction marketer<br />

brand but may become overlooked by<br />

scrolling twitter users that have<br />

familiarised themselves to our content.<br />

JST REET<br />

www.jstreetcreative.co.uk I @jstreetcreative

www.jstreetcreative.co.uk<br />

An alternative image can be used to<br />

capture our audiences interest while<br />

retaining the message and purpose<br />

of the tweet. The intended effect is to<br />

act as a continuous reminder of the<br />

imminent launch:<br />

Receive it on launch:<br />

www.constructionmarketer.co.uk<br />

#construction #sustainability<br />

19:00 - 18th June <strong>2018</strong><br />

See other tweets<br />

7 Essential Ways<br />

To Succeed on <strong>Social</strong><br />

Launches 25th June<br />

Subscribe Free<br />

ST REET J<br />

Launch Day Tweet<br />

The launch day has arrived and its time<br />

to let everyone on twitter know.<br />

A new image and message aligned<br />

with the launch seeks to and encourage<br />

audiences to read the publication<br />

JST<br />

REET<br />

A small caption of an article featured<br />

in the publication is displayed with a<br />

relevant image. The aim is that each<br />

teaser will attract different people to<br />

download the publication.<br />

Where applicable, this is another<br />

ocassion where more re-shares can be<br />

achieved, by including contributors<br />

using the @handle.<br />

These content snippets can be created<br />

quite easily for all your articles using a<br />

freemium design tool like Canva.<br />

By re-packaging the core content<br />

(construction marketer volume.1)<br />

we can continue to drive extremely<br />

valuable traffic to the publication for<br />

an extended period.<br />

This process not only serves to<br />

notify the existing audience, but can<br />

massively increase the reach of the<br />

publication leading to new subscribers<br />

and brand new audiences through the<br />

shares and likes received.<br />

Your Launch Marketing<br />

content.<br />

• Repeat content on different days<br />

at different times when your<br />

content is likely to be viewed by<br />

different people.<br />

• Retain brand consistency,<br />

relevance and quality throughout<br />

all of your other marketing<br />

messages via your website, email<br />

and offline activity to strengthen<br />

credibility, anticipation and gain<br />

better results on release and the<br />

days following.<br />

• Where applicable leverage partners,<br />

colleagues and associates<br />

to further extend the reach and<br />

impact when launch day arrives.<br />

If your construction company<br />

has new product or service on the<br />

horizon, a twitter launch campaign<br />

is a great marketing tool to utilise.<br />

Putter it in action alongside an<br />

extended marketing launch, utilising<br />

other essential channels such as<br />

email, you website and youtube.<br />

IT’S HERE! Read it now:<br />

www.jstreetcreative.co.uk<br />

#construction #sustainability<br />

19:00 - 18th June <strong>2018</strong><br />

See other tweets<br />

Now<br />

Available<br />

Has your business got a launch on the<br />

horizon and you want to utilise the<br />

power of twitter? Here’s a recap on<br />

my recommended approach and how<br />

you can re-master it for your own<br />

purposes.<br />

Prepare for Lift off...<br />

Content Teaser Tweets<br />

Similar to the the teaser tweets<br />

adopted prior to final launch, content<br />

teaser tweets are the perfect way to<br />

continue to prolong the appeal and<br />

interest in the e-book.<br />

“The cold truth of social media is that<br />

great content can go missing. Expecting<br />

to share something and the<br />

floodgates to open with people liking,<br />

sharing and clicking through are<br />

unrealistic in such an overpopulated<br />

marketing space.”<br />

Discover social media shortcuts. Read it now:<br />

www.jstreetcreative.co.uk<br />

#construction #sustainability<br />

19:00 - 19th June <strong>2018</strong><br />

See other tweets<br />

• Achieving the desired levels of<br />

traffic endorsement from social<br />

media promotion for your new<br />

content is only achieved by a<br />

relentless yet strategic approach.<br />

• Use different types of content,<br />

including text, images and video<br />

to keep your audience motivated<br />

and stimulated by your upcoming<br />

release.<br />

• Keep tweets looking fresh and<br />

different, but don’t neglect your<br />

brand or dilute the message or<br />

stray too far from theme of the<br />

www.jstreetcreative.co.uk I @jstreetcreative<br />


www.jstreetcreative.co.uk<br />

Cruise Control<br />

<strong>Social</strong> <strong>Media</strong><br />

Automation<br />

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

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

posting and to add value to your own news and updates.<br />

Content Launch<br />

Once content is complete, construction marketers need to do<br />

everything within their power to get their message out to a<br />

wider audience as quickly as possible for immediate impact.<br />

Tools such as Publicize (1) represent a great automisation<br />

feature for Wordpress that enables content to be shared as<br />

soon as a post goes live.<br />

If immeidate publishing isn’t available, social<br />

media automation through tools such as Buffer<br />

(2) , Hootsuite (3) or Dlvr.it (4) is where time will<br />

be saved. They may also be more beneficial as the<br />

first automation tool to be employed, as content<br />

can be scheduled rather than arriving on social<br />

media channels all at the same time.<br />

Recycle Content with Automation<br />

These automisation tools will allow you to<br />

continue to re-publish the same content on social<br />

media at different times during the day, week or<br />

month. Instead of a reactive approach to social<br />

media the coverage and professionalism of your<br />

messages is enhanced by spreading them over<br />

time. Great content doesn’t need to become old<br />

and we can continue to recycle it thorugh our<br />

social media channels. We can improve the impact of this<br />

by changing the message and the graphics use (see page 8).<br />

Twitter is ideal for this as we want to maximise the visibility<br />

of our content. There is no harm in sharing the content one<br />

morning and on the evening the next day, as it may serve a<br />

different audience or remind those who overlooked it<br />

previously.<br />

As a construction marketer these methods eliminate a s<br />

ignificant amount of stress. We know we need to address our<br />

social media audiences but we<br />

don’t want interaction with them<br />

to completely dominate our day.<br />

A couple of hours of pre-planning<br />

can provide a week of quality<br />

interaction allowing you to shift<br />

your efforts towards responding<br />

and engaging on a more personal<br />

level.<br />

Automise Supporting Content<br />

Sharing content from other<br />

sources adds value to your social<br />

media channels. Known as<br />

the 80/20 rule of social media<br />

(5) which is adapted from the<br />

Pareto Principle (6) . The<br />

concept emphasises the importance<br />

of 20% of your content directly promoting your brand,<br />

and the other 80% consisting of informative and educational<br />

JST<br />

REET<br />

www.jstreetcreative.co.uk I @jstreetcreative

www.jstreetcreative.co.uk<br />

resources from others. This balance helps retain your<br />

credibility as a useful social media account to follow, rather<br />

than appearing as an advertiser. Audiences are alert to<br />

being sold to so create the right balance to show you are<br />

there to add value.<br />

Content accumalation is another time consuming task<br />

but thankfully there are tools available to help assist with<br />

this process. Feedly (7) for example can enable construction<br />

marketers to build a healthy library of content appropriate<br />

for sharing amongst your own company messages.<br />

Automate The Audience<br />

Efforts should also be made to automise the process in<br />

which our audience is able to share our content with their<br />

social media channels. On-site sharing tools should be<br />

accessibile in various locations on page.<br />

audience to share content would significantly reduce the<br />

possibility of your content being shared to a far larger<br />

audience.<br />

As a minimum social sharing should be enabled at the<br />

start or end of each post or piece of content, but other<br />

places such as hovering on the sidebar can provide a more<br />

immediate response. Other methods such as pop-ups may<br />

also be considered to maximisie the sharing opportunity.<br />

Automate Now<br />

Automation ensures that all the hard work put into<br />

creating great content is rewarded. Instead of social media<br />

interaction being a drop in the ocean, automation ensures<br />

your content is ever present, which is essential for success<br />

to be achieved.<br />

Some of these sharing tools may be available by default,<br />

but failure to enable these features and relying on the<br />

References<br />

Essential <strong>Social</strong><br />

<strong>Media</strong> Shortcuts<br />

Page 3<br />

www.canva.com<br />

https://pablo.buffer.com/<br />

Freshly Squeezed<br />

<strong>Social</strong> <strong>Media</strong><br />

Page 6<br />

www.canva.com<br />

https://pablo.buffer.com/<br />

Gliding Through<br />

Instagram<br />

Page 8<br />

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

instagram-stats/<br />

Eye Catching<br />

<strong>Social</strong> <strong>Media</strong><br />

www.canva.com<br />

https://pablo.buffer.com/<br />

Stepping Stone to<br />

Email Subscribers<br />

Page 15<br />

(1)(4)http://www.rosemcgrory.<br />

co.uk/<strong>2018</strong>/01/01/uk-social-media-statistics-for-<strong>2018</strong>/<br />

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

Crusie Control<br />

<strong>Social</strong> <strong>Media</strong><br />

Automation<br />

Page 17<br />

(1) https://jetpack.com/support/publicize/<br />

(2) https://buffer.com/<br />

(3) https://hootsuite.com/<br />

(4) https://dlvrit.com/<br />

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

(6) https://www.briantracy.com/blog/<br />

leadership-success/apply-the-8020-rule-toeverything/<br />

(7) https://feedly.com<br />

www.jstreetcreative.co.uk I @jstreetcreative<br />

JST<br />


www.jstreetcreative.co.uk<br />

Stepping Stone<br />

to Email Subscribers<br />

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

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

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

media efforts are rewarded with a healthy return of email subscribers.<br />

Email is Essential<br />

It’s easy to believe email is “old<br />

technology” compared to social media,<br />

but as products and services often<br />

prove new doesn’t necessarily mean<br />

better.<br />

Lost in <strong>Social</strong><br />

On social media your message can get<br />

lost, surrounded by various<br />

distractions; Celebrities, sports, music<br />

and more. How does that great new<br />

brochure look compared to the new<br />

trailer for Jurassic World? The answer:<br />

“Not so interesting”.<br />

<strong>Construction</strong> marketers who have<br />

built great content, used all the tips<br />

and tactics of handles (@), hashtags<br />

(#), re-squeezing (p.8) and<br />

automation to grab the social media<br />

spotlight for long enough, deserve<br />

gratification for their efforts.<br />

The reward should come in the form<br />

of the visitors email address for more<br />

valuable interactions.<br />

Landing Page<br />

The first priority is that the audience<br />

finds the information they expected<br />

once they click your social media<br />

interaction. Assuming this is the case,<br />

priority should quickly shift to email<br />

capture.<br />

Don’t rely on visitors to find your<br />

contact page, or call you. Your website<br />

needs to be pro-active in order to<br />

achieve the maximum from their<br />

precious time.<br />

Capture the Moment<br />

Via a page take-over, offer a<br />

worthwhile incentive such as an<br />

ebook to encourage subscription<br />

immediately. A take-over is<br />

recommended as it it gives your<br />

audience little option but to at least<br />

consume your message.<br />

In my view a pop-up is slightly less<br />

effecive as it shows your website in<br />

the background, so visitiors may<br />

instinctively react with an immediate<br />

click-away.<br />

If that fails, ensure on every page<br />

there is a visible email sign-up form<br />

as a minimum, or there is a standout<br />

image that reminds people of your<br />

giveaway incentive. Ensuring compliance<br />

with GDPR the sign-up form<br />

doesn’t need to be over complicated.<br />

Tell them what they are getting and<br />

ask for their email in return. Save<br />

their time and avoid additional fields,<br />

those finer details can be captured<br />

later.<br />

The Reward<br />

So all your hard social media work<br />

has been rewarded with an email<br />

address, but it’s what can be gained<br />

from that email address that really<br />

makes it standout beyond new<br />

followers and likes for your social<br />

media pages.<br />

Ongoing Communications<br />

Email paves the way for more<br />

effective and efficient ongoing<br />

communcations. Your audiences are<br />

expecting your valuable content, and<br />

therefore willing to give you more of<br />

their headspace when they open your<br />

email.<br />

Statistics show that emails achieve 4x<br />

greater response rate than<br />

Facebook (1) . So with every email<br />

campaign you send out you can<br />

expect 4x the website traffic to your<br />

JST<br />

REET<br />

www.jstreetcreative.co.uk I @jstreetcreative

www.jstreetcreative.co.uk<br />

your construction website than you<br />

can from a facebook post. Using<br />

segmentation could lead to an even<br />

greater response rate.<br />

Furthermore recent changes to facebook<br />

(algorithms) mean audience<br />

reach of non-promoted (organic)<br />

posts has reduced by 50%( 1 ), which<br />

means businesses need to rely<br />

on paid advertising (boosting) to<br />

achieve full visibility to their<br />

followers. In contrast, e-mail<br />

remains relatively low cost.<br />

The important point is that by<br />

capturing an email as a<br />

consequence of social media<br />

interaction, we move our audience<br />

communications away from an environment<br />

where our control over the<br />

conversation and cost is spiralling<br />

to a position that allows construction<br />

marketers to budget better and<br />

achieve a higher level of response.<br />

Genuine Relationship Building<br />

An email represents the start of a<br />

more complex and rewarding relationship<br />

with potential<br />

customers and colleagues. Yes you<br />

can comment, reply and direct<br />

message on social media but email<br />

remains a more professional<br />

platform to have meaningful<br />

business conversation.<br />

The off-cuff interactions on social<br />

media can<br />

instead become<br />

email communications<br />

that<br />

achieve<br />

genuine<br />

revenue.<br />

<strong>Marketer</strong>s can<br />

achieve this<br />

through<br />

greater<br />

personalisation<br />

and<br />

segmentation<br />

of messages<br />

with specific offers<br />

and incentives.<br />

However, it is important to<br />

maintain the right balance to avoid<br />

your new contact viewing your<br />

emails as spam and your future<br />

communications being ignored.<br />

Their are also greater reassurances<br />

such as life-span that construction<br />

marketers can gain from converting<br />

social followers into email<br />

subscribers.<br />

With social media we don’t have any<br />

control over whether our audience<br />

will migrate to a different platform<br />

or simply stop using it (#Leavefacebook)<br />

making it unwise to hang<br />

all our marketing efforts on the<br />

number of followers are social pages<br />

receive.<br />

move our audience<br />

communications away<br />

from an environment<br />

where our control over the<br />

conversation and cost is<br />

spiralling to a position that<br />

allows construction marketers to<br />

budget better and achieve a<br />

higher level of response.<br />

Once we have an email contact, we<br />

posess a communication channel<br />

that remains a foundation to<br />

every other form of modern<br />

communication including social<br />

media itself.<br />

<strong>Social</strong> Success<br />

The important message in terms of<br />

overall strategy is that construction<br />

marketers should continue to persue<br />

more followers and the benefits<br />

associated with re-tweets and greater<br />

visibility from social, but achieve<br />

these targets with the goal of capturing<br />

email addressess for further<br />

more valuable communications and<br />

relationships that can grow even<br />

stronger over time.<br />

www.jstreetcreative.co.uk I @jstreetcreative<br />

JST<br />


www.jstreetcreative.co.uk<br />

About the Author<br />

Jamie Street<br />

I’m passionate about building<br />

brands, creative design and<br />

marketing. In my daily blog<br />

I provide FREE branding<br />

and marketing advice. Areas<br />

of discussion include<br />

Artificial Intelligence,<br />

<strong>Construction</strong>, digital<br />

marketing and creative<br />

design.<br />

At JStreet Creative we<br />

provide design services to help<br />

business’ in the built<br />

environment create<br />

refreshing new identities.<br />

Our creative services include<br />

branding, technical literature<br />

and social media designs.<br />

Connect with me on<br />

Linkedin here<br />

We provide design services to help business’<br />

in the built environment create refreshing new identities<br />

Branding | Literature | <strong>Social</strong> <strong>Media</strong> | Lead Magnet<br />

www.jstreetcreative.co.uk I @jstreetcreative<br />

J<br />

ST REET<br />

www.jstreetcreative.co.uk I @jstreetcreative

Create<br />

Your Dream<br />

Identity<br />

We provide design services to help business’<br />

in the built environment create refreshing new identities<br />

Branding | Literature | <strong>Social</strong> <strong>Media</strong> | Lead Magnet<br />

www.jstreetcreative.co.uk<br />

www.jstreetcreative.co.uk I @jstreetcreative<br />

J<br />


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