No matter the industry, the more content your marketing team can create and share, the better your search engine rankings and visibility. That’s because content drives search engine optimization (SEO), boosting your rankings, raising brand awareness and helping you to secure future projects. And that’s important, because 71% of commercial buyers begin their research on Google.
According to the recent census conducted by the Society of Marketing Professional Services (SMPS), AEC firms predict SEO to take on a more prominent role in their marketing approach by 2022 — which means the more content you develop and share, the better.
Although content can take many forms, today’s preferred type of content is imagery. Sharing high-quality photos that highlight the great work you do is a powerful way to show off your capabilities and convince prospects to choose you over competitors. Imagine sharing before and after photos of a high-profile construction project. That’s a compelling way to demonstrate what your firm is capable of achieving, and how you can help other building owners meet their goals.
And what’s the easiest, most cost-effective way to capture great photos of your construction project? Construction cameras!
Cut Costs By Using the Construction Camera Photos You Have On-Hand
Hiring a photographer to capture photos of work being performed can be extremely expensive. A cost-effective alternative is to use the construction cameras already onsite to create high-quality imagery that’s easy to save and reuse for marketing purposes.
Advanced construction camera solutions can capture high-quality still photos throughout every stage of your project, and automatically store them in the cloud for later retrieval and use. Some solutions offer editing and markup features that make using photos for marketing purposes quick and easy.
Inserting high-quality construction camera photos of your projects in social media and blog posts can help drive website traffic and encourage people to take action. In fact, 80% of marketers use visual assets in their social media marketing, and 32% of marketers say visual images are the most important form of content for their business.
Construction Camera Photos Make Social Posts Pop
Not only do social media posts and blog posts that feature rich visuals such as jobsite photos pull people in and engage them with your content, they boost your SEO: The combination of consistently blogging then funneling traffic to those blogs via social media helps businesses rank higher on Google, so more people view your content and potentially choose you for their next project. According to Vendasta, almost 90% of marketers say social marketing efforts have increased exposure for their business.
Here are some effective ways you can push out content featuring your construction camera photos:
The Big Three:
Posting imagery-rich content on Facebook, LinkedIn and Twitter has become a standard practice for marketing teams in every industry, and construction is no exception. But text-only posts don’t perform as well. Using still images or video clips generated by jobsite construction cameras can give your posts the boost they need to intrigue viewers and drive more traffic. According to Buzzsumo, Facebook posts with images see 2.3X more engagement than those without images, and tweets with images receive 150% more retweets than all-text tweets.
Snapchat and Instagram:
These two social platforms are image-driven and their popularity is growing rapidly. Daily active Snapchat users increased to 229 million in Q1 2020 compared to 218 million in Q4 2019 — up 39 million or 20% year-over-year, while Instagram has more than a billion monthly users and 500 million daily users. And marketers are increasingly using these platforms to reach target audiences. SMPS has reported that many AEC firms plan to increase their use of Instagram by roughly 7% in the next two years.
Before you write it off, Pinterest can also be a great tool to drive traffic to your blog posts and to help with SEO. With over 2 billion monthly searches and 300 million monthly users, Blogging Explorer claims that “Pinterest SEO is one of the easiest ways to grow your blog traffic.” Pinterest is more widely used for residential contractors currently, but there is room for commercial contractors to grow.
Weekly Blog Posts:
Regular blogging is essential for SEO. Hubspot recommends that small companies seeking to increase brand awareness should blog 1-2 times a week, and those looking to maximize organic traffic should at a minimum post 3-4 times a week. And don’t skimp on including photos: In an analysis of over 1 million articles, Buzzsumo found that articles with an image once every 75-100 words received double the social media shares as articles with fewer images.
One more note on using images in blog posts: Be sure to rename images using keywords that are relevant to your blog. Yoast explains that you want to keep relevant key phrases at the beginning of the title, and never leave the original file name. For example instead of “IMG1234.jpg” retitle it to be something relevant so Google knows what the image is, such as “construction middle school concrete pour.jpg.”
Many construction firms may not realize that images from construction cameras can be of extremely high-quality — perfectly suited for use in digital and printed marketing materials. The photos will look great on social media platforms such as Facebook, LinkedIn, Instagram and more.
If your team is looking into implementing construction cameras on job sites, check out TrueLook’s Construction Cameras Buyer’s Guide, a complete guide to evaluating and choosing the camera that is best for your needs.