PCL Construction

Background:

Two years ago, PCL Construction approached us with the goal of enhancing their social media presence. Despite being a well-established company in the construction industry, their Facebook page had only 10,000 followers, and engagement rates were low. Their content strategy lacked consistency, and they were struggling to convert followers into engaged prospects.

Our challenge was to position PCL Construction as a thought leader in the industry, drive engagement, and expand their online audience.

Challenges:

• Low Engagement Rates – Despite having 10,000 followers, interaction levels were minimal.
• Inconsistent Posting – Content was posted sporadically, leading to reduced visibility.
• Lack of Visual Appeal – The posts lacked professional graphics and video content.
• Limited Community Interaction – There was minimal response to comments, messages, and inquiries.
• No Paid Strategy – Organic reach was limited, and there was no paid promotion strategy.

SEO Strategy:

We developed and executed a structured social media optimization strategy to achieve PCL Construction’s goals.

1. Content Strategy Overhaul

• Created a structured content calendar with a mix of educational, promotional, and engagement-driven posts.
• Introduced high-quality images, videos, and infographics showcasing PCL’s projects, safety standards, and team culture.
• Leveraged user-generated content by sharing testimonials and behind-the-scenes construction footage.

2. Engagement Enhancement

• Implemented an active community management strategy by responding promptly to comments and messages.
• Conducted polls, Q&A sessions, and behind-the-scenes live videos to increase interaction.
• Encouraged employee and customer participation through interactive posts.

3. Consistency in Posting

• Established a posting schedule of 4-5 high-quality posts per week.
• Used Facebook’s algorithm-friendly timing to maximize reach and engagement.

4. Paid Advertising Campaigns

• Launched targeted Facebook Ads to reach construction professionals, engineers, and potential clients.
• Created lead-generation campaigns promoting PCL’s services and case studies.
• Used retargeting ads to re-engage previous page visitors.

5. Analytics & Performance Optimization

• Monitored analytics using Facebook Insights and third-party tools.
• Identified high-performing content and optimized future posts accordingly.
• Adjusted strategies based on engagement trends and audience feedback.

Results:

• Follower Growth: Increased from 10K to 41K followers (+310%)
• Engagement Rate: Increased by 450% due to improved content and active community management.
• Post Reach: Expanded organic and paid reach by 300% through optimized content and ad targeting.
• Lead Generation: Generated high-quality leads through strategic ad placements.
• Brand Authority: Positioned PCL Construction as a trusted industry leader through value-driven content.

Top Facebook Posts

Below are some of the key posts that played a significant role in our campaign. Each post highlights a different aspect of our strategy:

• https://www.facebook.com/share/p/1AdkZVUAJu/
• https://www.facebook.com/share/p/1B6LRh1ezF/
• https://www.facebook.com/share/p/1G78JyeQnH/
• https://www.facebook.com/share/1LFoPoWxJN/ >

Conclusion

Focusing on engaging content, consistent posting, and strategic paid campaigns, we helped PCL Construction grow its audience from 10K to 41K followers in two years. The increased engagement and brand visibility have positioned them as a leader in the construction industry, reinforcing trust and credibility among their audience