Content overview
Steel Beam Lifter (Kent & Sussex)
Location - Kent & Sussex, UK
Product/Service Provided - Organic Social Media Strategy and Planning, Content Creation and Publishing. Full Social Media Management.
The Challenge
Steel Beam Lifter Kent and Sussex launched their crane hire business, seeking work from local builders and landscapers.
As a new business, they had no established reputation, no referral network and limited brand recognition, plus, cheaper competition from an alternative product.
The challenge was to quickly build awareness among local construction firms, generate enquiries and secure regular bookings.
With a highly specific target audience, a strong social media strategy was an opportunity to put the business directly in front of the right people.
The objectives had to be: build visibility rapidly, clearly communicate the benefits of choosing this specific product, and establish credibility among local construction clients. In combination, this would generate leads.
Our Social Media Strategy
Smartist managed all organic social media activity, creating a strategy designed to build awareness and generate enquiries quickly. We partnered with an agency delivering paid-for social media ads.
1. Clear Service Positioning
Initial content focused on making the product and service understandable to builders. Post content highlighted the benefits of hiring this product - minimising the health and safety risks as well as reducing the time and labour needed to handle big steel beams on site.
2. Real-World Demonstration
Photos and videos of live jobs showed the crane in action on real construction projects. This visual proof of the service helped potential customers quickly understand its value and professionalism.
3. Targeted Industry Visibility
Content and online engagement was tailored specifically to local construction firms. The messaging, imagery and examples were all relatable to the target audience.
Consistent posting helped Steel Beam Lifter become a familiar and trusted name within the regional building community.
The Social Media Results
The campaign delivered rapid and measurable commercial results.
Within 6 months:
Steel Beam Lifter was receiving 2–3 leads per day from social media
Bookings were generated and repeat business secured
Social media became a major lead generation channel
Within Year 1:
Posts were seen over 1 million times
The consistent visibility and clear messaging established Steel Beam Lifter as a recognised, trusted supplier with a product that delivered tangible benefits to builders, and garden landscapers.
“I approached Lucy 6 months ago whilst launching our new venture Steel Beam Lifter Kent and Sussex. I needed an expert to really get the best out of our social media platforms and Lucy hasn’t disappointed.
We now have an identity and most of our work now comes through this.
I can thoroughly recommend Lucy and the Smartist team.”
- Richard Ayles, Owner
Steel Beam Lifter, Slate Grey, Bespoke Gardens RTW