What’s the Role of Social Media in 2024 for a Building Business

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In the rapidly evolving digital landscape, social media plays a vital role for builders. By leveraging platforms like Facebook, LinkedIn, TikTok and Instagram, building businesses can strengthen their brand identity, showcase their expertise and authenticity, boost credibility, build a community and even refine their marketing strategies.

With social media usage on the rise and one in three Australians now using social networks to look for information on brands and products, there’s never been a better time to invest in social media as a marketing tool. Keep reading to discover how social media can help your business thrive in 2024.

Strengthen your brand identity

Social media can help you build a strong brand identity that resonates with your target audience. To achieve this, consistency is key. Using consistent brand colours and language helps create a cohesive visual and verbal representation of your brand.

While content should be tailored to suit each platform and its specific audience, it’s important to maintain common themes that run across all platforms. Whether your brand is refined and formal or familiar and playful doesn’t matter; rather, being consistent is the goal here.

The best way to ensure a consistent brand identity is to define your brand’s personality and unique voice early on. Develop strict guidelines for your brand language, style, tone, colours and typography and use this to inform messaging across all social media platforms. Without a clear brand identity, your brand may seem confused, inauthentic or untrustworthy.

Build a community

Never forget the ‘social’ aspect of social media! Think of social media as an online community of potential clients and use this space to spark conversations, answer questions and foster learning. By creating genuine and relatable content that encourages interaction, you can strengthen your brand and build lasting connections.

Remember, conversations aren’t one-sided. Use social media to not just broadcast, but truly listen. Respond to comments promptly, address concerns openly and actively seek feedback. This kind of two-way engagement fosters loyalty, builds trust and ultimately turns followers into clients.

Demonstrate your authenticity

To achieve long-term success on social media, it’s essential to be authentic. This means sharing real stories such as project updates, on-site imagery and video, meet the team content and client testimonials. By showcasing the human side of your brand, you can establish a connection with your target audience.

In 2024, production value takes a back seat as raw, unfiltered content takes precedence over high-production photos and videos. Create short, sharp video to share on TikTok and Instagram or snap on-site or behind the scenes images to share on Facebook and LinkedIn.

You should also encourage clients to tag you in posts and stories. Resharing this user-generated content on your own accounts will not only demonstrate your authenticity but showcase the satisfaction and trust your clients have in you.

Boost your credibility

Much like Google reviews, social media reviews carry substantial weight. These reviews are instrumental in adding trust and credibility to your brand, making you more authentic and desirable as a business. Potential customers rely on social media reviews to gauge the quality of your services and the experiences of previous clients.

Not only are reviews essential, responding promptly and professionally is of equal importance. This demonstrates your interest in your clients’ experiences and your dedication to providing exceptional customer service. When less flattering reviews arise, it’s particularly crucial to address and resolve any problems or complaints swiftly and efficiently.

Showcase your expertise

Most social media networks are highly visual platforms, which makes them a perfect place to showcase your completed projects. The visual nature of social media allows you to display the quality of your work and demonstrate your expertise in an engaging and captivating way. This is a great way to inspire new clients and remind previous clients of your excellence!

Social media also provides an excellent opportunity to document the progress of a project from start to finish. This also allows you share any challenges you encounter along the way, as well as the creative solutions you develop in response to these. By sharing these experiences, potential clients gain a deeper understanding of the entire home building process and will have confidence in your ability to handle any obstacles that may arise.

Refine your marketing strategy

 Most social media platforms offer a host of provide analytical tools that allow you to reflect on what’s working in your social media strategy and, more importantly, what’s not. This allows you to track metrics like engagement rates, reach and audience demographics to evaluate the effectiveness of your posts and campaigns.

Understanding what content resonates with your audience and what doesn’t can help you make informed decisions and refine your marketing strategy where necessary. By studying the data, you can identify trends, preferences and the behaviours of your target audience, enabling you to make data-driven decisions that positively impact your marketing efforts.


If you’re looking for a specialist marketing agency to take the stress out of your social media strategy, get in touch with the expert team at Sea Salt Marketing today.

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