A powerful on-line presence is crucial for any enterprise, together with development corporations. With the precise contractor advertising methods, you possibly can successfully attain your target audience and generate quality leads that will ultimately convert into clients. From optimizing your website for search engines to utilizing social media platforms to showcase your work and engage with potential customers, there are many marketing channels at your disposal. Today, we’re highlighting 13 marketing ideas for your construction company.
Clarify Your Target Audience
The best marketing strategies speak directly to your target audience. For example, commercial contractors want to avoid fielding calls for residential construction projects, and construction companies specializing in hospital construction don’t want to receive inquiries about shopping center projects.
When you refine the language in your marketing materials to speak directly to your target audience, you will build trust with potential clients. Use content to speak to your buyer persona’s pain points. Then you’ll attract inquiries from the right prospective customers.
Create a Visually Appealing Website
Now that you’ve clarified who you are marketing to, you can ensure the right people find you through internet searches. This leads us to our next tip: create a visually appealing website.
Website research reveals that 94% of first impressions relate to the design of your site. Interestingly, only 6% of the feedback was about the content. This tells us that while it’s important to have content that helps search engines rank your website for the correct search queries, it’s also extremely important to create a visually appealing website.
Claim and Optimize Your Google Business Profile
A 2021 study by Milestone Research found that organic search contributes 46.5% of website traffic, and local search contributes 22.6%. Together, organic and local searches contribute to about 69% of all digital traffic.
While your website is often your most important digital asset, a diverse digital marketing strategy incorporates multiple assets. Your Google Business Profile (GBP) will greatly improve your opportunities to connect directly with your target audience as they search location-based terms such as “construction company near me” or “commercial construction in Florida.”
Your GBP will improve your digital marketing, whether your construction company focuses on local projects or aims to reach a national audience, as long as you’ve optimized it correctly. Learn more about how to create and optimize your GBP here.
Collect Customer Testimonials
Unsurprisingly, word-of-mouth (WOM) reviews remain among the most effective ways to build trust with your target audience. However, collecting online reviews will also help your construction business earn the trust of potential clients.
Recent studies show that 89% of people read online reviews when researching a company, and 49% trust online reviews just as much as WOM recommendations.
Your GBP is an excellent way to collect customer testimonials you can repurpose for your website and other marketing materials. Google makes it very easy to ask for reviews by providing custom links you can send to your clients.
To access your custom link, open your GBP and select “Read Reviews.”
Next, select “Get more reviews.”
Finally, copy the unique Review link and send it to your clients.
Learn more about responding to customer reviews here.
Utilize Strategic Search Engine Optimization (SEO)
SEO is not a “set it and forget it” marketing strategy. Your construction marketing strategy should incorporate ongoing SEO-focused adjustments. Some SEO strategies include:
Local SEO and SEO incorporate different strategies. Read more about Local SEO tips here.
Publish High-Quality Content
Blogs are a helpful way for you to market your construction company effectively. By consistently providing informative and valuable content, you can showcase your expertise, build credibility, and attract more traffic to your website. The blog section is not just a platform for posting updates but also a powerful tool for implementing SEO strategies and utilizing impactful keywords that can improve search engine rankings and visibility.
By addressing common questions, sharing insights on trends, and offering solutions to common pain points in the construction industry, you can position yourself as a helpful authority in the construction industry. Trustworthy and reliable companies can increase project opportunities and stand out among competitors.
Use Video Marketing
Video content no longer requires hours of recording and editing by a professional crew. While professional videos certainly have a place in a diverse strategy, you can use your mobile device to record quick videos for your client base and talk directly to your ideal customer.
Videos help showcase before-and-after results or explain a complex idea succinctly. One benefit of video is that your clients will hear directly from you and simultaneously gather a sense of your personality and professionalism.
Email Marketing
Depending on your target audience, staying in contact with your customer base may be helpful even after you’ve completed your construction project. Email marketing is a great way to delight your clients with little work. A proper CMS will allow you to set up marketing funnels for prospective clients and past customers, enabling you to communicate information at different stages of the buyer’s journey.
Because you’ve already worked hard to create helpful content and videos, you can easily repurpose content for your email newsletter and social media.
While social media may not seem like the best place to spend your marketing efforts, it does have its place in digital marketing. When you publish content on social platforms, you improve brand authority and awareness through social signals.
Social signals encompass a web page’s total shares, likes, and social media presence, which search engines use for organic search ranking and as a citation type similar to backlinks.
The key to social media marketing for construction companies is to spend time on the same platforms your target audience uses. If you’re not sure where to start, refer back to your buyer persona document. This should help you identify the social media accounts to prioritize.
Run Pay-per-Click (PPC) Ads
You can ensure your advertisements reach the right audience through digital advertising, resulting in more relevant leads. You’ll optimize your marketing spend because you only pay when someone interacts with the ad. In particular, Google Ads offers many targeting options, allowing construction companies to create ads focused on specific keywords that potential clients may use when searching for construction services. This precision ensures that the ads are seen by users actively seeking such services, increasing the likelihood of conversion into a lead.
Additionally, Google Ads provides flexibility in budgeting, offering construction companies the opportunity to start small and scale up gradually as they see results. This allows businesses to test strategies and optimize campaigns based on real-time data and analytics. By using PPC and Google Ads effectively, construction companies can drive targeted traffic to their website, improve lead quality, and ultimately boost conversions. With its cost-effective nature and powerful targeting capabilities, PPC advertising is a valuable tool for any construction business looking to grow its client base and increase revenue through qualified leads.
List Your Business in Directories
One way to improve your domain authority is by listing your website in industry-relevant directories. Being listed in these directories increases your website visibility and credibility within the industry and helps you stand out. Directories provide valuable resources and tools to help you effectively manage and promote your business so you’ll connect with customers and close deals easier. Listing your business in directories, such as the Better Business Bureau, can yield significant returns regarding lead generation and business growth.
Monitor Marketing Efforts Through Analytics
As you diversify your digital marketing efforts, you’ll want to measure the ROI of your investment. Tracking analytics is crucial for monitoring the success of your marketing campaigns. As a contractor business, knowing who is interacting with your ads and where they are coming from can provide valuable insights into the effectiveness of your marketing strategies. You’ll also gain insights into how people engage with your website by tracking organic analytics.
By utilizing tools such as Google Analytics and Facebook Ads, you can pinpoint which strategies drive traffic to your website or generate leads, allowing you to make data-driven decisions in the future.
Analyzing these metrics helps you understand the behavior of your target audience and allows you to fine-tune your marketing efforts. For example, if you notice that a certain demographic responds well to a particular ad campaign, you can allocate more resources toward targeting that specific group. Likewise, if a certain channel is not yielding the desired results, you can adjust your strategy accordingly. By tracking analytics consistently, you can identify patterns and trends that will ultimately help you grow and optimize your contractor business in the long run.
Build a Strong Offline Presence
While we’ve focused on digital marketing throughout this article, we can’t overlook the importance of offline marketing. Sometimes, connecting with your community is the best way to improve your business visibility. Consider joining your local Rotary club or sponsoring a T-ball team to show your community support. While it’s more difficult to measure the ROI of offline marketing, strategically invest time and resources to help remind people of your company name when the time comes to hire a construction company.
Are you ready to shake up your construction marketing strategy? Contact us to learn more about our custom strategies for commercial and residential construction companies.