2016 was a good year for private construction: spending in this sector was close to 899 billion dollars. By 2021, new construction projects are estimated to grow this industry sector to over 1.4 trillion dollars! As the construction business continues growing every day, businessmen have to consider every tool possible to stay competitive and thriving. The name of the tool in question is construction marketing. This is where company like us enter the game. We provide all kind of marketing services a construction company may need. SEO, blogs, paid search – you name it, we have it!
What Is Construction Marketing in 2019?
According to the research conducted by CMA, in 2015, more than 90% of all construction companies said that they plan to allocate more time, efforts and resources into their marketing strategy in the construction industry in the next year. 88% plan to implement social media marketing for construction, and more than 70% are going to use email marketing for construction companies. But the old ways of marketing for construction companies, like PPC (Pay Per Click, cold-calling, direct mail) are not that useful anymore. This is not because the quality of the materials was poor or the business itself was not professional. It’s just that people have become more cautious with their money; they do not trust anyone but themselves when it comes to big purchasing decisions. Nowadays, marketing for construction companies should be more elaborate to help people decide whether or not they want to buy. Businesses need to use construction internet marketing as well as offline marketing. It means that there should be at least a sample of a marketing plan. Let’s sort out what digital marketing in the construction industry means.
Construction Content Marketing
In today’s world, a business without an Internet presence is almost extinct. Everyone is doing their little research before buying products online. That is why it is essential to pay a lot of attention to marketing for construction companies.
One of the most cost-effective construction marketing ideas is to have a company blog. This allows a business to form its public image, and to communicate with the clientele. If you post regularly and your content is of high-quality, your brand awareness will increase, the clients will feel more connected with you, and it will bring your site up more often in user search results! Isn’t letting people know more about you and your company the best construction marketing?
Content marketing can be very different and has many goals. Digital marketing in the construction industry starts with defining your target audience. Who are your customers? What do they want? What do they need? Why would they need it from you and not from your competitors? For construction firms marketing it’s all about the message that you are sending to your current and potential customers. A good marketing idea for a construction blog would be answering the questions that people have when they want to use construction company services. Try walking in your customer’s shoes. What would you want to know about your contractor? For example:
- How can I know if the contractor is a fraud?
- How can I get good value for my money?
- What should I expect when concluding the deal with your company?
- What small things should I know before signing a contract?
- What successful projects has this company completed?
- How long has this company been in operation?
Answering these and many more questions on your blog, or your social media accounts (YouTube, Instagram, Facebook, you name it) will increase your credibility, and sharing some professional secrets will make you look more client-oriented than others. Construction marketing ideas are limited only by the imagination of your Marketing Department.
If you want marketing for construction companies to show the best of what it can do, pay close attention to SEO. If you do not know what it is, there is no need to worry. Our company will gladly help you understand every little aspect. Professional marketing specialists will guide through all the process.
SEO (Search Engine Optimization), in a nutshell, and without using technical terms, is the position of your construction company website when someone is searching for anything related to your business operations on the Internet. These search results can be paid or natural (organic, unpaid). Paid results are in the top or at the side of the search engine page; they are the first links your search system shows you. However, the second you stop paying or someone is ready to pay more, your link is no longer at the top. Unpaid results are comprised of the rest of the search results, so it is comparatively easy to maintain your website in a good search position. Your Internet page should have some keywords for the construction industry. They improve your position on the search engine results page (SERP) and make it easier for people to find your website. But do not get carried away and put one keyword after another, focus on using them in the exact same terms you target audience does.
What are the most popular SEO keywords for construction? First, think like you’re a customer:
- Construction companies “City”
- Construction companies cheap
- Construction companies for…
- Reliable construction company
- How to choose a construction company?
- Successful “construction company” projects
- Best construction companies in 2019
However, construction internet marketing is not only about keywords. Metadata, which is basically about <titles> tags and Meta description, which is also quite important. This is the first thing that the user sees when looking at SERP. And Meta description should describe the page in a way that will make the user want to keep clicking, going further into the website.
Construction Company Website
We have talked about SEO, but that is just useless if you don’t own a website. Marketing strategy in the construction industry relies heavily on having a decent Internet page. The competition in construction internet marketing is tough, the only way to win is to be unique. But how does one achieve this?
The first thing about construction marketing is to think of your website as the face of your brand. For example, take this case our company has worked on. It represents perfectly the importance of the nice website. Lasting Trend had redesigned the site, made it mobile-friendly and focused on the relevant content. You are a construction company; your site should represent that in a myriad of ways. The design should be elegant, simple, very accurate and easy to navigate. Who would want to work with a company with a messy website? People will think that you work in the same sloppy way as your website has been presented.
Adding a lot of visual materials is a great marketing idea in the construction business. What is it that people trust the most? Proofs. Show your potential customers high-quality photos of your previous projects. Both B2C and B2B construction marketing requires customer reviews. Positive feedback helps users to more easily make a decision regarding which company they want to work with.
Uploading your licenses and certificates on the website is compulsory. Not only will it make you seem highly professional, but it also saves a lot of time for customers who require this information.
One of the smartest construction marketing ideas would be to create an online application. Also, make sure that your website can be accessed via mobile phones and that everything is absolutely functional. In modern society, where a huge part of peoples’ lives is in their smartphones, a business cannot afford to lose a customer over something like this.
Don’t Forget About Your Existing Leads and Customers
Construction marketing is a wide field of operation. The next tool in question is email marketing for construction companies. This tool has shown great results both in gaining new clients and working with existing ones. But how should your email look?
Let’s start with a template. Of course, it is almost impossible to write hundreds of personalized emails every day. Using templates make your life much easier. However, do not forget to adjust your emails. If the letter is going to a client who has already bought something from you, think what might interest him to buy again. Maybe some related products or services? Put the important information in the heading, so the client will immediately see what this letter is about.
Work a lot on your content. If your newsletter doesn’t have any valuable information and is being sent just because it is time, better cancel it. The content is crucial for email marketing in construction companies. Send special offers, information about your events, attach some visual materials so the recipients can see the results of your work.
Digital marketing in the construction industry also includes PPC (Pay Per Click). Remember, SEO can be organic (unpaid) and paid. PPC is basically when you pay for your ads to be at the top of the Google page. So, why is it thought to be one of the best construction marketing ideas? Mostly, because you can see what you have spent your money on. You can keep track of which ads are more profitable and which give you the biggest number of leads. In combination with organic SEO and thoroughly chosen keywords, this type of marketing for construction companies can make the number of visitors to your website skyrocket! Our company will be glad to provide this service for you.
Bonus: 3 Webinars and Podcasts
If you do not have enough time to read materials on digital marketing in the construction industry (which is absolutely normal these days), but still feel that you need more knowledge, try listening to podcasts or webinars! Here’s a list of two webinars and two podcasts which can help you learn more about marketing for construction companies:
Construction Marketing Podcasts
Construction marketing podcasts will allow you to improve your knowledge about construction internet marketing, everything from bounce rates to toolkit.
Online Marketing and Social Media Strategies for the Residential Construction Industry
This online webinar from GuildQuality will tell you all about internet marketing strategies which can improve your business situation and generate more leads. It will also teach you how to stand out.
What Does Good SEO Look Like On a Website?
Pauley Creative created this webinar which will give you a basic understanding of how SEO works and its potential benefit to your construction marketing.
Remontech’s Construction Industry Podcast
Check out this podcast made by Remontech on such vital topics like staying relevant in the industry or how to recover from a total disaster.
Construction Marketing Agency for the Best Results
If you are not sure that you have enough expertise to market a construction firm or you just feel that you need a marketing consultant, feel free to use construction marketing experts and agencies. They provide all of the marketing services a construction firm may need. Let the professional construction marketing consultants do their job and simply sit back and enjoy the results. Sometimes it is better to spend some money and get a guaranteed result than save a few dimes, trying to do it yourself and failing miserably.
But why waste your time searching for more agencies if you are already you’re your website? Our construction marketing specialists will provide you with the most updated marketing strategy, creative construction marketing ideas, implement them, and make it work for you! If you’ve been looking for a chance to step up your game in this industry, then contact us, Lasting Trend. We will provide you with our top specialists in marketing. Very soon, you will be able to use the results of our work to benefit your business.
June 16, 2019