5 Tips for Working with Construction Influencers

So how do we do that? Here are five tips for working with construction influencers: 

 1) Go for credibility, not just big names 

Rather than focusing on follower count alone, prioritise micro- or mid-tier influencers who have deep credibility, real-world experience and genuine influence in their profession – be it a plumber, an architect or a civil engineer.  

Trust and technical accuracy are more important in B2B marketing than anywhere else, so vanity metrics won’t cut it – go for quality of content over quantity of impressions and you’ll get the best return. 

 2) Leave them to it  

If you’re used to controlling every detail of your marketing outputs, it can be tempting to want to do the same with influencers – but don’t. They know what they’re doing, they know their audience, and they have their own reputation to protect.  

So, if they’re reviewing your latest product and throw in a few cons amongst the pros, try to keep them in – it makes for a more authentic, rounded review and one your audience will engage with more than one that’s suspiciously squeaky clean. 

You could also cheese them off by trying to micromanage them, and nobody wants to burn bridges, especially with influential figures who your audience trust.

3) Video, video, video 

Video is not only the best medium for authentic storytelling, but also the top prioritised format across all social channel algorithms. Post more video, get more attention. (OK, there’s a lot more science behind it than that, and to make a proper business impact it’s deep attention that really counts). 

Construction is a complex industry with nuanced stories to tell – sustainability regulations, site workflows, technical materials and installations – and what better way to bring these to life and create an emotional connection than through video. Think about working with influencers on project walkthroughs, product demonstrations, or factory tours. 

And we know what you’re thinking – video sounds expensive. But it doesn’t have to be. In fact, authentic, gritty, low-fi content filmed on a smartphone often outperforms full-scale glossy corporate productions. And if the influencer can film and edit it themselves, all the better. Just make sure it’s designed in line with the latest channel best practice. 

 4) Build lasting connections 

If you’re dipping your toe into influencer marketing for the first time, it makes sense that you’d want to test it with a one-off project. But if it pays off, try not to leave it too long until your next collaboration.  

To get true value out of influencers, don’t make it a transactional flash in the pan – instead, try to build lasting connections with like-minded creators with a view to them becoming long-term brand ambassadors. 

It comes down to strong onboarding and a commitment to nurturing the relationship. At the start, give them a thorough introduction to your brand and your ambitions to make sure you align – it’ll make management easier later on. Then as you’re working with them, check in with them regularly, get to know them personally, manage feedback professionally and, crucially, pay them on time – especially if they’re giving up a day’s paid work to engage with your brand!  

All of this will make for a more authentic, positive and lucrative collaboration. What’s more, by having a network of trusted influencers to call on, it’ll make those reactive moments all the easier to execute. 

 5) Measure beyond the likes 

How can you measure the impact influencer engagement has had on your business? In the construction industry, where lead times can be long and routes to purchase complicated, it can be harder to track results compared to consumer retail. 

Of course, track the reactions, views and engagements on your partner’s content, use UTM links, and integrate digital activity with your CRM. You can certainly prove an attributed uplift in brand awareness, traffic, sentiment, leads and even sales from such metrics.  

But, going beyond social, what doors have they opened for you? How are specifications or the project pipeline shifting? What intel have they fed back that could help you refine your messaging, or even your product? More qualitative and longer-term, sure, but these are the types of gains that influencer marketing, when done correctly, can bring to your business – and it’s important to measure them closely and show how powerful it can be.