Social Media Strategies for Construction Companies: How to Build Your Online Presence

Developing effective social media strategies for construction companies isn’t easy. Its importance is no secret, but it can easily get sidelined amidst several other competing priorities—especially if you don’t have a dedicated social media specialist or even a marketing person on your team.  

Still, you may miss out on valuable leads and projects if you neglect social media. Imagine a potential client researching two construction companies. One has an active presence on their social platforms—sharing photos of previous work, glowing customer reviews, and behind-the-scenes glimpses of their projects. The other hasn’t posted since 2015. All other things equal, which company has the better chance of winning that opportunity? 

A targeted social media strategy can help you showcase your work, build trust, and engage directly with your audience. In this article, we’ll explore key strategies that can transform your social media channels into powerful tools for growing your construction business.

The Importance of Social Media for Construction Companies

These days prospective clients and partners often start their research online. According to Google, there are nearly 1.7 million searches for independent contractors each month. Your audience isn’t just looking for portfolios—they want to see how you interact with your community, the behind-the-scenes progress of your projects, and the values you stand by. Having an active social media presence:

• Builds credibility by sharing your expertise.
• Demonstrates the quality of your work with visual proof.
• Fosters direct communication with potential clients.

But just being online isn’t enough—you need a solid strategy. Below, we’ll explore key social media strategies tailored specifically for construction companies.

5 Social Media Strategies for Construction Companies

1. Showcase Your Projects

The construction industry has the advantage of being highly visual. Use platforms like Instagram, Facebook, and LinkedIn to showcase your projects with high-quality images and videos. People love watching the transformation of spaces, so consider posting before-and-after photos, time-lapse videos of projects, or even live-streaming certain aspects of the construction process.

When posting, remember:

• Consistency is key—regular updates keep your audience engaged, and social media algorithms view this as a sign that your account is active and reliable. This means your content is more likely to appear in users’ feeds. 
• Use captions to tell the story behind each project, focusing on the value it brings to the client or community.
• Use relevant hashtags to increase visibility. Tagging subcontractors or partners that collaborated with you can also increase the reach of your posts and help your partners. 

2. Post Client Testimonials

Happy clients are your best advocates. Sharing client testimonials on social media helps build trust and credibility. People want to know they’re hiring a company that delivers on its promises. A quick way to show this is by taking the text from your 5-star Google reviews and posting them on your accounts. Or, if your client has the resources, recording a video testimonial is even better.

3. Educate with Thought Leadership

Beyond just showcasing your work, you can position your construction company as a thought leader. Use your social media profiles to inform your followers of the latest technologies and update them on industry trends. 

It’s also a great place to share educational content. Whether it’s the latest article published on your blog or a standalone post, you can answer questions customers may have before they have a chance to ask. 

Educational content adds value to your followers and shows that you’re a knowledgeable, reliable partner.

4. Choose the Right Channels Optimize Your LinkedIn Presence

Construction companies can benefit from choosing the right social media platforms for their business needs. If your business is mainly commercial jobs, it makes sense to focus on B2B channels like LinkedIn. Or, if you specialize in residential or B2C projects, a strong Facebook and/or Instagram presence may give you an advantage over the competition. 

This doesn’t mean you should neglect other platforms. While it’s smart to customize content for each social channel if you can, it’s also fine to create content for the most important platform and post the same content on your other accounts.  

5. Engage Consistently

When followers comment on your posts or send direct messages, you can keep the engagement going by responding promptly. This shows that you value their input and are ready to assist with inquiries, whether they’re interested in hiring your services or simply asking for advice. Social media platforms reward active engagement with increased visibility, meaning the more you interact, the more likely your posts are to be seen.

Social Media Mistakes to Avoid

While a strong social media presence can grow your business, there are common pitfalls that construction companies should steer clear of:

• Inconsistent posting: Posting sporadically or going long periods without updates can make your company appear inactive. Consistency is key to keeping your audience engaged and growing your following.
• Neglecting negative feedback: Ignoring or deleting negative comments can damage your reputation. Instead, address issues professionally and show that you’re willing to resolve concerns.
• Over-Promotion: Constantly posting about your services without offering valuable or engaging content can turn followers away. Balance promotional posts with educational, behind-the-scenes, or community-oriented content to keep your audience interested.
• Lack of visuals: Not including examples of your work is a major pitfall to avoid. Social media is a great channel to share photos and videos of jobs your team has completed. While professional photography and videography are great, a smartphone camera can be just as effective to get the job done. 

By avoiding these mistakes, you can ensure that your social media efforts contribute positively to your company’s reputation and lead generation.

Enhance Your Social Media Strategy with GBG

A well-executed social media strategy can help your construction company stand out. By showcasing your projects, engaging with the community, and sharing industry expertise, you can build a robust online presence that leads to real-world success. But if managing all this work feels overwhelming, you don’t have to do it alone.

At GBG, we love learning about construction companies and helping them achieve their marketing goals. With our full-funnel approach, we’ll collaborate with you to build and execute a comprehensive and sustainable marketing plan that fills your sales team’s pipeline with ready-to-buy customers. Schedule a 15 minute strategy call with one of our experts and we’ll help you decide the best way to move forward.