Avg. YOY increase in web traffic
Avg. YOY increase in organic traffic
Avg. time users spend on the site
Overview
It’s no secret that the future is digital. Companies are relying on social media, digital marketing, and an online presence to establish their brand and create a space for themselves.
For some industries, this seems like a simple task. E-commerce brands in the fashion and makeup industry have interesting merchandise, frequent product drops, and active fanbases that seek out information about their favorite brands. Social media comes naturally for businesses in the entertainment industry. An influx of events, unique food and beverage combinations, and enticing getaways to offer audiences means consumers want to see more content. Sports brands have a loyal consumer base and specific seasons of action. Athletes rise to fame faster than movie stars, allowing consumers to create online relationships with their favorite players through social media.
The content options, consumer motivation-to-follow, and growth in brand awareness feel like effortless components in social media marketing.
A challenge presents itself for businesses in the construction and contracting industries where social media isn’t always a natural fit. The benefits for establishing a social media presence are plentiful; creating a platform allows you to display your work, post project updates, and connect with a broader audience. But how do you create a following and find your niche of content on social media?
According to Statista, there were an estimated 294.1 million social network users in the United States alone in 2023 (more than 75% of the country’s population if you were keeping track). That number continues, and is on track, to increase over time. If you think about it, somewhere in those 243 million people are contracting project managers, facilities managers, homeowners, business owners, entrepreneurs, and demolition or excavation aficionados. In simple terms – the target audience, potential customers, and employees are on social media.
A recently completed custom home.
Our Approach
When tasked with creating a social media presence for Newby’s Contracting, we took a step back to think about long-term strategy and content we could share that would appeal to the target audience. Content options were plentiful and included demolition, hauling, excavation, paving, and site preparation, but we needed to nail down solid goals and tactics before deciding what to highlight on social media.
Increased brand awareness became a top priority. This meant making the brand more recognizable and memorable so that consumers are more likely to remember Newby’s and consider them for their next project.
Our goal of connecting with the audience meant finding ways to engage with followers by creating content they wanted to see on their social media feed.
The final piece of the puzzle was keeping lead generation in mind. Ultimately, we wanted to drive more consumers and potential employees to the website and company as a whole.
Next Steps
We set out with the following tactics to make sure our goals were met:
- Consistent, quality, and intentional social media posts on multiple platforms (Instagram, Facebook, and YouTube).
- Sharing a variety of content types: For Newby’s, content varies between in-progress projects, photos that highlight the team and company culture, completed projects, detailed job shots, and informational posts about equipment and job sites. Examples of the latter two can be found below.
- Noticing trends and applying results to copy and captions: In the same way that a financial investment firm wouldn’t use slang to represent themselves on social media, Newby’s doesn’t need to be represented with lofty, overly formal language. By crafting captions that are informal and casual, we create a tone for the brand that appeals to those in the industry or audience members seeking out construction and contracting brands on social media. It’s comfortable, relaxed, and natural. While some captions contain multiple sentences with information about a job or piece of equipment, never underestimate the power of a simple one-liner caption as well. After a long day of work, some casual viewers may be more likely to engage with a one sentence, easy-to-digest caption.
- Switching up content format: We found that shorter videos, often from a drone perspective, perform well and drive engagement on social media. These videos mainly include overhead shots of progress on job sites with trending audio. We are careful to not oversaturate the feed with reels, but include them regularly in our social media strategy since this is what the audience likes to see.
This post garnered 1.9k views on Instagram and 1.2k views on Facebook. It serves as an example of short reel footage paired with trending audio to give the viewer a peek into working on a job site.
Reaching 1.5k views on Facebook, this reel utilizes drone shots in a slo-mo fashion to highlight machinery on a job site.
As long as Newby’s Contracting maintains the dirt work, we will continue to highlight the components that make this brand unique on social media. From featuring company culture to showcasing interesting projects via reels, the future is bright for this contracting company and their social media presence.
