If you’re a construction company, you’re probably used to building things, not marketing them. But in today’s digital age, having a strong online presence that will reel in potential customers is essential for businesses of all kinds, including those in the construction industry. Impressive construction projects and portfolios simply won’t cut it – you need them in front of the right audience.
Luckily, with the right digital marketing strategy, your construction business can attract more clients, boost its reputation, and increase its profits. In this article, we’ll share 10 insider tips for digital marketing for construction companies sprinkled with some savvy construction marketing tactics to help you craft a winning marketing plan.
Ready? Buckle up because we’re diving right in!
1. Get Social
Social media marketing is a powerful tool for reaching potential clients, building relationships with your existing customer base, and watching your organic traffic skyrocket. Social media channels like Facebook, Twitter, Instagram, and LinkedIn can help you showcase your work, share industry news and insights, post updates, and connect with others in the construction industry.
On top of that, social media advertising can help you target specific demographics, get in touch with qualified leads, and increase your reach by custom-tailoring your ads and content for prospective customers, pulling on all the right strings.
So, choose your social channels wisely, create a social media marketing strategy for the books, and use it to build a robust social media presence.
2. Optimize your Website
Your website is the face of your business online, so it’s essential to make a good impression. All digital marketing campaigns start with optimizing your site for major search engines by using the power of Search Engine Optimization (SEO) – use relevant keywords (but avoid keyword stuffing), create high-quality content, and ensure your site is easy to navigate.
Make sure your site is mobile-friendly, as more and more people use their phones and tablets to search for businesses like yours. Want to take it a step further? Optimize it for voice search, as nearly half of the internet users prefer to use voice search when searching for local businesses. That’s right – a whopping 46% of people opt for the convenience of speaking their queries aloud rather than typing them out.
By doing so, you’ll be able to reach a wider audience in organic searches and stay ahead of the competition.
3. Embrace Content Marketing
A well-rounded content marketing strategy involves creating and sharing SEO-optimized, valuable, relevant content that educates and informs your target audience and promotes your construction business to potential customers, boosting your search engine ranking in the process.
For construction companies, this could include blog posts, case studies, infographics, and more. By providing helpful information and insights as part of your content strategy and marketing campaign, you can establish yourself as a thought leader in the industry, keep your current clients informed and attract potential leads to your website.
You can adjust it to fit into your social media strategy as well and use it as an educational tool! Simply tailor the format to cater to the social media platforms you’re on (and your social target audience), and voila – you just killed two birds with one stone and are one step closer to having engaged, active users and reaching your business goals.
4. Leverage Video Content
Forget about traditional advertising – videos are a highly engaging form of valuable content that can help showcase your work and demonstrate your expertise in a modern, unique way. Create videos that showcase your projects, highlight your team, and offer helpful tips and advice for your clients.
You can share these videos on your website and use them for your social media marketing efforts, too, to skyrocket your customer engagement. After all, reels are the latest online marketing trick that will attract qualified leads, likes, and shares like a magnet and boost your online traffic!
5. Don’t Neglect Email Marketing
Although Email marketing is considered a traditional marketing method, it’s still an effective way to stay in touch with existing and previous clients and reach out to new ones. Use email marketing campaigns and newsletters to share news and updates, promote your services, and offer exclusive discounts and deals.
Just be sure to avoid spamming your subscribers with too many emails – such marketing techniques are extremely outdated and will do more harm than good.
6. Invest in Local SEO
If you want your construction company to be the talk of the town, local SEO is the way to go! By optimizing your website and online presence for local search, you can attract more clients from your community and boost your visibility in the neighborhood.
To get started, ensure your website includes your business name, address, and phone number and that this information is consistent and up-to-date across all your online local listings. This will help search engines like Google verify your business information and show your company to local users.
But local SEO isn’t just about technical details – it’s also about building relationships with your community. Encourage satisfied clients to leave reviews and testimonials on sites like Google My Business and Yelp and respond to any feedback positively and professionally. By demonstrating your commitment to customer service, you’ll earn the trust and loyalty of your local audience.
7. Utilize Pay-Per-Click Advertising
Are you tired of pouring money into marketing campaigns with no guarantee of success? Pay-per-click (PPC) advertising might just be the answer you’ve been looking for. With PPC, you only pay when someone clicks on your ad – making it a budget-friendly and cost-effective option for construction companies who want to reach potential clients actively searching for construction services online.
But don’t just throw money at any old ad and hope for the best. To make the most of your PPC budget, be sure to target your ads to specific keywords and demographics that are most likely to convert into paying clients. This will ensure that you reach the right audience at the right time, reach your marketing goals and get the most bang for your buck.
8. Build Relationships with Influencers
Influencer marketing is like having a celebrity endorsement for your construction company. By partnering with influential people in the industry, you can boost your credibility, attract new clients, and accelerate your business growth. So, how can you get started with influencer marketing?
First, identify influencers in the construction industry (or one closely related to it) who align with your brand values and target audience. Reach out and ask if they would be willing to collaborate with you. This could involve sharing your content, featuring your work on their website or social media, social media mentions, or partnering on a commercial project.
You could also organize giveaways and promotions to build your following and promote your services. Influencers are great at creating engaging online videos and making them go viral with their skills and posting schedule – they’re like expensive TV commercials of the 21st century, making this a highly effective strategy for promoting your business.
9. Collect Social Proof: Don’t Forget About Reviews
Just like hard hats protect workers from potential hazards, online reviews, and customer testimonials can protect your business from a damaged reputation. That’s why it’s crucial to pay attention to what your clients are saying and encourage them to leave positive reviews on sites like Google My Business, Yelp, and Angie’s List. Don’t forget to also engage with your clients on social platforms by responding to comments and reviews.
But what about negative customer reviews? While they may sting like a hammer to the thumb, responding professionally and constructively is important. Take the time to listen to your client’s concerns and address them as soon as possible. Not only will this help resolve the issue at hand, but it will also show that your company culture values transparency, accountability, and customer satisfaction.
Plus, by addressing negative reviews, you may even manage to turn disappointed online customers into satisfied clients and loyal advocates promoting your business through referrals.
10. Measure Your Results & Tweak Accordingly
Measuring the success of your digital marketing efforts is like using a tape measure on a construction site – it’s absolutely essential! You wouldn’t build a building without taking precise measurements, and you shouldn’t execute your construction marketing efforts without measuring their success. Online tools like Google Analytics are your best friends in this endeavor.
By setting measurable goals, then tracking website traffic, social media engagement, and email campaign success, you can gain valuable insights into what’s working and what’s not. Maybe your Facebook posts are driving more traffic than your LinkedIn updates. Or perhaps your email open rates are highest when you send messages on Wednesday mornings.
Whatever the case, measuring your results will help you refine your strategies and focus on what’s driving results, boosting your SEO ranking and expanding your client base. So, grab your virtual tape measure and get to work!
The Digital Marketing Blueprint for Construction Companies: Build a Robust Online Presence and Crush the Competition
By following these 7 insider digital marketing tips, you can craft a construction marketing strategy that will put you in front of the pack and gain an edge over your competitors – you’ll be well on your way to building a strong online presence, attracting new clients, and boosting your profits.
Play media is a full-scope digital marketing agency that can make all your construction company’s dreams a reality and your business operation a success overnight. With the right digital marketing experts in your corner, the sky’s the limit. Time to dream big!