Using Social Media to Market Yourself: Tips for the Construction Industry

You're scrolling through your social media and suddenly you stumble upon a video of a brightly colored bulldozer effortlessly carving through dirt, the operator skillfully navigating the machine as if it's an extension of themselves. The caption reads, "Technology changing the game in earthmoving." Intrigued, you click on the profile, and there it is—a treasure trove of mesmerizing videos, photos and insights into the world of construction technology.

Meet EJ Herron, the man behind Dig-It Digital GPS. In just a few short years, Herron has harnessed the power of social media to not only promote his work but also to inspire others in the construction industry. What started as a way to share his passion for technology and machinery has grown into a platform with over 121,000 followers on Instagram alone.

"I started it just to promote myself and to show others what technology can do," Herron says. "And hopefully sell more of the technology."

But Herron's journey into the digital world wasn't about self-promotion alone. It was about sharing knowledge and highlighting the potential of innovative technology in construction. And guess what? You can do it too. Whether you're a small business owner with just a few employees or a major contractor working on massive infrastructure projects, there's a place for you on social media.

Herron’s story not only highlights the transformative power of social media but also provides actionable insights for those in the construction industry to get started today.

DIG-IT DIGITAL GPS

Herron started Dig-It Digital GPS in the spring of 2018, about a year after he began working for SITECH South in Atlanta, Georgia, a Trimble authorized seller that specializes in machine control systems, survey equipment, drones and software—all crucial tools for modern construction projects. Herron's motivation for starting Dig-It Digital GPS was twofold: to promote himself and to demonstrate the capabilities of technology in construction.

"I was posting a lot of tractor content on my personal social media. Not everybody wants to see that," Herron explains. "So I created an account that would just be mainly focused on my work. I wanted to market what I did and what I sold and get the word out there because a lot of people were curious about how technology worked and what it looked like on their machines."

BUILDING A FOLLOWING

Herron’s approach to building his social media presence was methodical and consistent. Starting with Instagram, he focused on showcasing his work and the technology he was passionate about. Over time, his account grew organically, and today he boasts over 121,000 followers. He also posts on YouTube, Facebook, TikTok and his own website.

"It has taken time. It does take time," Herron acknowledges. "But I guess to give somebody encouragement, you know, they could do something similar to this and just be consistent with what they're sharing and getting their message out."

TIPS FOR GETTING STARTED

For those new to social media, Herron offers practical advice to getting started.

1. Start Documenting Your Work: Begin by taking photos and documenting your daily activities. This builds up a library of content that you can start sharing.
2. Focus on Consistency: "Be consistent with your message and why you're doing it," Herron advises. Consistency helps build a recognizable brand.
3. Engage with Your Audience: Whether through photos, videos or live content, find ways to engage your audience. Herron found that reels and videos often received more attention than static photos.
4. Utilize Multiple Platforms: While Herron started with Instagram, he also uses multiple other social media platforms, tailoring the content for slightly different audiences. "TikTok is generally the same as my Instagram reels," he notes, but he adapts the content to fit the platform's style.
5. Learn and Adapt: Herron emphasizes the importance of staying aware of what content is doing well and how to continuously improve. "What works one day may not work another day," he says. "Be versatile in how you present your content."

THE POWER OF TECHNOLOGY

Technology is central to Herron's content. By displaying how modern tools like drones, GPS systems and machine control systems can enhance efficiency and accuracy in construction, he not only markets his services but also educates his audience.

"I tell a little bit of the story of why you might need technology," Herron explains. "We have these amazing technologies where you can do a lot of the work by yourself inside the cab of the machine and not have to get out and continually measure or second guess your work."

For those in the industry, embracing technology can be a game-changer – and that message is Herron’s focus in sharing content online. Herron recounts working with a contractor who transitioned from small jobs to larger projects after investing in 3D technology. "It opened doors to him being able to go after bigger jobs, being able to bid, and his guys were more confident with performing the work."

I created an account that would just be mainly focused on my work. I wanted to market what I did and what I sold and get the word out there because a lot of people were curious about how technology worked and what it looked like on their machines.

EJ Herron

Dig-It Digital GPS

ATTRACTING THE NEXT GENERATION

One of the significant benefits of using social media and technology is attracting younger talent to the construction industry. The next generation, having grown up with technology, is often more receptive to these advancements.

"They’re more open to it than people my age or older because they grew up with technology at their fingertips," Herron observes. "They grew up and went to school with computers, taking computer classes. When you're able to do that in a job, it makes it more fun."

And if you don’t have an updated web presence, many young workers will not even apply for your job opening, Herron said, reiterating importance of being aware of how your company looks online. An easy way to check this is to do a Google search. If the information is outdated or doesn’t tell your company’s story, you could be missing out on potential applicants.

BALANCING WORK AND SOCIAL MEDIA

Balancing the demands of a full-time job while maintaining a robust social media presence can be challenging. Herron spends about four to five hours per week editing videos and planning content, often using downtime to manage his social media activities. But someone just starting out could spend an hour a week and still see many benefits.

"I take videos and photos every time I visit with somebody. It doesn’t take much time while I'm on site," Herron says. "Editing can sometimes take a little bit of time, but it’s easy once you start to get into a routine."

OVERCOMING CHALLENGES

Starting a social media presence can come with its challenges. Herron faced initial skepticism from his employer; but, he persisted, emphasizing that his efforts were to promote both himself and the company.

"Make sure what you do aligns with the company you work for," Herron advises. "By tagging the company, it circles back and lets people know that you’re doing this as part of your role."

FUTURE TRENDS

Looking ahead, Herron sees high-quality videos and authentic engagement as key trends in social media marketing. "You want to do as high-quality video as you can. The better phones have 4K video, HDR video," he notes, adding that everything can be done from your phone if it is a newer one. Additionally, asking questions and encouraging viewer interaction can help increase engagement.

GET STARTED TODAY

For those in the construction industry looking to enhance their visibility and attract new talent, Herron’s journey offers valuable lessons. Start documenting your work, be consistent and authentic, engage with your audience and embrace technology. As Herron demonstrates, a well-executed social media strategy can lead to significant business opportunities and personal branding success.

“Just talk about your business and what you do every day,” Herron says. “Give some encouragement as to why somebody would want to either hire your company or hire you. That's really what you're trying to do with the marketing of your social media.”

By following these steps, construction professionals can harness the power of social media to market themselves effectively and contribute to the industry's growth.

“If you're in construction and you want to create a social media presence, just start by taking photos and documenting your daily work,” Herron says. “Post something that's going to attract attention. Give somebody a message, maybe educate them -- and maybe inspire them as well.”

Whether you're a small business owner with just a few employees or a major contractor working on massive infrastructure projects, there's a place for you on social media.

 

 

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10 Tips for Construction Contractors to Start Using Social Media

1. Define Your Purpose
   Clearly articulate why you're starting a social media presence. Is it to promote your work, attract clients or showcase technology?
2. Choose the Right Platform
   Start with one platform that suits your audience. Instagram is great for visual content, LinkedIn for professional networking and Facebook for broader engagement. You can always add more sites later.
3. Be Consistent
   Post regularly. Aim for at least once or twice a week to keep your audience engaged and attract new followers. Chances are, there is something happening almost every day that others will find interesting.
4. Showcase Your Work
   Document your daily projects. Share photos and videos of your equipment, job sites and team at work to give followers an inside look at what you do. Be sure to ask before taking photos of someone.
5. Highlight Technology
   If you use innovative tools or methods, highlight them. Show how technology improves efficiency and safety on your job sites.
6. Engage with Your Audience
   Respond to comments and messages. Engaging with your followers builds relationships and shows that you value their input.
7. Use High-Quality Visuals
   Invest in a good smartphone with a high-resolution camera. Clear, professional images and videos attract more attention and engagement.
8. Tell a Story
   Use your posts to tell a story about your projects. Explain the process, challenges and successes to create a narrative that draws people in. Be authentic and honest.
9. Collaborate and Tag
   Tag clients, partners and suppliers in your posts. Collaboration and cross-promotion can expand your reach and credibility.
10. Monitor and Adjust
    Keep an eye on your metrics. Use insights and analytics to see what types of content perform best and adjust your strategy accordingly.

Photos courtesy of EJ Herron