If you’ve overlooked LinkedIn in your B2B marketing efforts, it’s time to add the platform to your strategy. Used properly, LinkedIn can be an effective lead-generation tool for construction companies.
With LinkedIn, you can leverage organic posting, which is free. You can also add paid/sponsored post options, enabling you to target customers by location, title, industry, etc.
Organic Content: Think About Your Strategy First
Before you jump into using LinkedIn, consider several things so you can maximize engagement, increase brand visibility, and generate leads:
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Establish your brand’s tone of voice. Be sure it’s reflected throughout all your marketing material, including on LinkedIn. List adjectives that describe your construction firm and ensure that the posts align with your brand’s tone.
- Decide how often you want to post on LinkedIn. Consider who will be posting and the individual’s bandwidth. Will you be posting every day or one to three times per week? Be sure to keep to a regular schedule.
- Set up content topics if possible. Having a content topic scheduled two or three months out will help keep you on track. Decide how often you will promote your services, and be sure to share educational content and your insights. For example, you may post from time to time a project you just landed or the finished results of a job you completed. You may also post informative information such as roofing or landscaping tips, “green” ideas, and home maintenance. Mixing it up with posts about employees, charity events you attend, and volunteer work you may have underway is also a good idea. Remember, no one wants to be constantly sold.
Once you’ve established the voice of your brand, a schedule, and the type of topics you will be posting about, create your LinkedIn business page and add images of your work and all your contact information. Start sharing posts about your work, news on jobs, and industry tips. Also, repost and curate content from other sources and share insights from peers, clients, and industry experts.
In addition, if you have a blog, post links on LinkedIn to your content to drive traffic to your website. This will allow people to browse your website and see all the commercial and residential construction services you provide.
With organic marketing, you’re reaching the people in your network. To extend your reach, ensure employees and others in your network share your posts on their personal LinkedIn pages. Also, expand your network by following others – these may be people who follow your competitors or accounts similar to yours.
You can also extend your footprint with paid LinkedIn construction marketing.
Paid LinkedIn Marketing
Look into developing a paid ad strategy and campaign. Take your best content and turn it into a sponsored post targeted to your ideal prospects in specific geographic areas. You should already have organic content on the platform. LinkedIn visitors will see the sponsored content as an entry point into your brand and are more likely to click through and see the rest of your posts.
You can create various ads, such as sponsored content, message ads, text ads with pay-per-click (PPC) and cost per thousand (CPM), and dynamic ads. You have complete control over your campaign's budget and may start/stop it whenever you choose. One of the most significant benefits of sponsored LinkedIn marketing for construction companies is the broad targeting choices. You can target your audience based on job title, industry, company name, and interests. Once your campaign runs, you can quickly check progress, monitor KPIs, and modify the ads with LinkedIn Campaign Manager.