Maximising your online presence: strategies for leveraging social media for business

Social media has become a vital tool for businesses to attract clients and showcase their achievements. However, many companies struggle to effectively use it. This article provides tips and strategies for developing a consistent and engaging content strategy, identifying and collaborating with industry influencers, and utilising multiple social media channels to reach potential clients and partners.

In the digital age, social media has become an essential tool for businesses to showcase their values and achievements, connect with target audiences and attract new work, but many struggle to effectively utilise it. We’re here to provide you with tips and strategies for using social media to enhance your business' online presence.

Develop a content strategy

To stand out on social media, you need a consistent and engaging content strategy. Identify your target audience and develop a plan showcasing your business and its achievements. This can include project progress, introducing team members, sharing industry news, and highlighting your company's values and mission.

Use a mix of photos, videos, and written content to keep your followers engaged and interested.

Use multiple channels

Use a variety of social media channels to reach your target audience. Instagram and Facebook are popular channels but consider using other platforms such as LinkedIn, YouTube, X and Threads. TikTok is the world’s fastest-growing social media platform, but you will need to consider if it is the best avenue to connect with your target audience, with the majority of TikTok users aged 18 – 34.

Channel setup

Once you’ve decided on the social channels you wish to use:

  • Download the apps on your phone, if you haven’t got them already
  • Register an account on each app; set your business name as your social media handle, i.e. @joebloggsconstruction (if it isn't available, choose something close to it) ensure your contact details are entered correctly
  • Include location and operating hours if applicable
  • Connect your social media accounts were applicable, for example Facebook and Instagram accounts can be linked
  • Set your business logo as your profile picture across your social channels
  • Do an initial post on all channels as a test (delete later if you don't like it)

Engage with your audience

Use social media to engage with your audience and build a community around your brand. Respond to comments and messages promptly and encourage feedback from your followers.

Examples of businesses that successfully utilise social media include:

  • WesTrac: we use a multi-channel approach for social media channels which has helped build a strong following, with a heavy focus on video content, which has led to excellent engagement – Instagram | Facebook | LinkedIn | YouTube | X | TikTok
  • Coastwide Civil: Marine and civil contractor that successfully utilises the story feature of Instagram to highlight project milestones and to engage with other industry stakeholders – Instagram | Facebook | LinkedIn
  • Divall’s: An Australian civil contracting and bulk haulage company with a large and engaged social media following – Instagram (shown in image below) | Facebook | LinkedIn

Divalls Earthmoving Instagram

Mix-up your content

We love to see profiles sharing amazing shots of Cat® gear, but your followers are also interested in non-working content. Think outside of the box, share photos of your team working safely, short videos of back office antics, or even dabble in some meme action!

Not sure where to start?

We’ve gathered a few examples to help:

  • Transport for NSW: The state government agency looking after public transport often share reels, photos and memes focused on safety or current events – Instagram | Facebook | X
  • John Holland: A strong mix of content ranging from project updates, diversity & inclusion initiatives, community engagement and announcements – Instagram | Facebook | LinkedIn
  • Build Like a Girl: A not for profit organisation that aims to encourage, recruit and retain women – Instagram | Facebook | LinkedIn
  • Robson Civil: Regular content with consistent branding providing both corporate and on-site updates – Instagram | Facebook (pictured below) | LinkedIn

Robson Civil

Utilise industry influencers

One of the fastest ways to build a following is to follow and like a bunch of construction, civil and industry profiles and influencers. This engagement will expand your reach and increase credibility.

Some notable profiles to engage with include:

By implementing these tips and strategies, your businesses can effectively utilise social media to connect with your target audience, build credibility, and showcase your expertise and values to build your brand.

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