A whopping 96% of marketers and advertising agencies use influencer marketing as a part of their outreach strategy, with 92% of this group finding the practice to be useful for their effective brand outreach, according to a report published in Forbes. Influencer marketing has come a long way over the last decade and is expected to go even further in the next decade, overtaking most forms of traditional marketing. Every major industry is seeing a rise in influencers, and the construction industry has not been left behind. If you want to become an influencer in the construction industry, now is the best time to get started. However, building and retaining a community of loyal followers is not as easy as it seems, and it’ll require consistent effort on your part. These are some of the things you can do to become a successful influencer in the construction industry.
Choose a favorable social media platform
There are multiple social media platforms you can become a construction influencer on, including YouTube, Twitter, Instagram, Facebook, LinkedIn, and more. However, this doesn’t mean that you use every platform or distribution channel out there. First of all, it’s hard to succeed on multiple platforms, especially when you’re getting started. Take Krugerconstruction, for example, who has more than 400,000 followers on Instagram but only 300 followers on Twitter. Depending on your niche, you’ll also find that certain social media platforms will be better suited for your target audience and the type of content you want to create.
Ideally, if you want to be sharing video content, the best platforms to use are Instagram or YouTube. Similarly, if you want to create more written content, you’re better off starting a blog or posting on sites like LinkedIn or Twitter where people prefer written content. As an influencer, your target audience also matters when choosing your platform; for instance, if your target audience includes generation Z, you can focus your efforts on the platforms they use most such as Instagram or TikTok.
Create high-quality, consistent content
Publishing high-quality content consistently is one of the most effective ways to build an audience and retain their attention for years to come. Depending on your niche and preferred platforms, you can create different types of content such as videos, photos, blog posts, podcasts, or others. Once you’ve settled on a content type, the next step is to create content that will strike a chord with your audience. You can find out what your audience wants by researching the long-tail keywords that they’re using on their searches, checking platforms such as Reddit or Quora to see what they are talking about, checking your comment sections, or even asking them directly.
It’s also important to stay abreast of current issues so that you create content that will generate a high level of interest. For example, one of the hottest topics right now in the US is climate change, especially with the recent wildfires that have been ravaging various parts of the country. You can create content that revolves around some of the things the construction industry is doing to deal with climate change, such as using recycled construction materials to prevent them from ending up in landfills.
Get into meaningful influencer collaborations and partnerships
A key step in your influencer journey is knowing who to collaborate with. There are two types of collaborations that you should aim for: those that get you more followers and those that bring you revenue. When you’re starting, partnering with other renowned construction influencers can be of great help since it grants you access to their fan base. For example, partnering with Bjmacwoodwork can give you access to his 150,000 followers interested in woodworking while a partnership with Drywallnation gives you access to 235,000 followers interested in drywall construction. Once you’ve grown your following, you can start partnering with various brands in the construction sector, preferably those that pay you.
By following these tips, you’ll be well on your way to becoming a top influencer in the construction industry. However, keep in mind that you can’t become an influencer overnight and that it will take some time and effort to yield results.
Freelance contribution especially written for Find Your Influence by Karoline Gore.