Strabag Construction: digital innovation for sustainable construction
Strabag Construction is an Austrian construction company, part of the Strabag Group, one of the largest in Europe. Founded in 1835 in Vienna, it initially worked on road and bridge projects before expanding its scope to other sectors such as civil engineering and real estate.
Over the years, Strabag has expanded internationally through acquisitions, becoming a major player in construction.
Strabag Construction, a leading infrastructure and construction company, has leveraged modern digital marketing levers to boost engagement and create virality around its projects. Here are the key elements:
Highlighting innovative projects : The company highlights its complex and spectacular projects, particularly those using advanced technologies or having an ecological impact. These projects are shared through dynamic visuals (photos, videos, timelapses), attracting a wide audience and encouraging sharing.
Sharing technological innovations : Strabag stands out by presenting its cutting-edge solutions (drones, 3D modeling, autonomous machines), capturing the interest of professionals in the sector and younger generations passionate about technology.
Social commitment and sustainable development : The company emphasizes its green and sustainable initiatives, such as using eco-friendly materials and improving working conditions. These actions reinforce its responsible image, which is key to attracting an environmentally conscious audience.
Storytelling and impactful visuals : Through effective storytelling, Strabag humanizes its projects by recounting the challenges and successes of its teams, thus creating an emotional connection with its followers.
Collaboration with influencers : Less common in the construction sector, this strategy allows Strabag to reach a wider audience, particularly through partnerships with experts in architecture or engineering.
Competitions and challenges : Strabag launched interactive challenges on social media, inviting users to suggest creative ideas for construction projects, thus increasing engagement and interaction.
Authentic testimonies : By sharing customer or employee testimonials, the company builds a relationship of trust, essential for better visibility and loyalty within its community.
These strategies vary depending on the platforms used, with a particular emphasis on the use of impactful visuals, the sharing of technological innovations, and societal values. This diversified approach allows Strabag to capture the attention of both the general public and industry professionals, and to strengthen its reputation and reputation as a responsible and innovative player.
Results
The results of such a campaign are measured through several performance indicators:
Conversion rate : This is the number of new contracts or projects obtained following the marketing campaign.
Social Media Impressions and Reach : Analyzing impressions on platforms like LinkedIn and Facebook would help measure Strabag's visibility.
Engagement : The number of interactions (shares, comments, likes) on posts about green projects or initiatives indicates public interest.
Increased sales : Although more difficult to measure in the construction industry, signing new contracts and expanding market share are important indicators.
Return on Investment (ROI) : Finally, evaluating ROI is crucial to know whether marketing actions have generated significant growth for the company, whether in new projects or partnerships.
Conclusion
Strabag Construction has successfully distinguished itself in a sector traditionally lacking a social media presence by adopting a modern strategy that combines innovation, responsibility, and interaction. Its efforts have increased community engagement and attracted new business opportunities.
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