Industry thought leadership through smart social media.
Carve out your niche.
Several years ago, my company began looking at social media marketing. I started our current social media channels: Twitter, LinkedIn and YouTube and built them from the ground up. Later we added Instagram. Through a combination of industry insights and thought leadership, interspersed with marketing and event promotions, we have carved out a niche for ourselves and become well-known on each channel.
Our industry is not a large one, but today we have a dedicated following of over 1,800 on Twitter, over 10,000 on our LinkedIn company page, another 4,500 on our LinkedIn group, 1,100 on Instagram, and 1,100 subscribers to our YouTube channel. We post to most social media channels, except YouTube, weekly to twice weekly. I manage our marketing team for social media and either write or edit each post that goes out. We strategize and develop calendars for our social media channels based on events, news, and other happenings. We also do some paid advertising on LinkedIn and Instagram around various events and marketing campaigns. I’m proud to say that even our non-sponsored posts reach a wide audience: A recent post logged 31,000 impressions on LinkedIn and 600 reactions as well as multiple positive comments.
By far our largest platform is LinkedIn. Each year during our customer survey we ask respondents which social media channel they use the most, and LinkedIn is always number one. We vary posts between our LinkedIn Group and company page and regularly log thousands of impressions and dozens of reactions for each post.
Our Twitter channel makes use of images, video, and key industry retweets to drive up interaction. We regularly analyze our analytics to determine which tweets receive the most views and interactions, and modify future tweets from there.
Our Instagram account is a bit more playful, with more trivia about our company’s long history, recent jobsite photos, videos of machines breaking through to finish their tunnels, and more.
