Month: February 2021

One of the fundamental things all business owners should think about is their advertising strategy. Advertising is essential for a business’ growth. The more people know about your business, the greater your chances are of getting new business.

Construction companies should be thinking of the importance of their advertising strategy and how they can evolve it. In this article, we’re outlining: 

• Why construction company advertising is important 
• Types of advertising construction companies can explore  

5 Reasons To Explore Construction Company Advertising

1. It Drives Traffic To Your Website 
2. It Creates Brand Awareness 
3. You Can Target New Leads & Retarget Customers 
4. You Get Direct Access To Leads 
5. It Converts Leads Into Customers 

Advertising is essential if you want your construction company to stay relevant. There are other construction companies out there who offer the same services you do. How are you going to stand out from the crowd? 

Advertising can help you stand out. Here are other key reasons why construction companies should explore advertising. 

1. It Drives Traffic To Your Website 

One of the biggest benefits of construction company advertising is that you’ll get quality traffic driven to your website. The internet makes it possible for practically anyone to come across your website, but how much of that traffic is actually interested in your construction services?

When you advertise and target specific leads, you invite people who are actually interested in your services to visit your website. 

If you’re investing in online advertising, it’s essential that your construction business has a well-designed website. In fact, statistics show that 88% of online consumers are less likely to return to a site after a bad experience.

If you want your website to be user-friendly, it must have the following: 

• A mobile-friendly and desktop-friendly design 
• Excellent page speed 
• A navigation bar that directs visitors where to find information on your website 

The better your website design is, the more likely you’ll make a great first impression on quality website leads. You also want to make sure your landing pages have the right copy on them. The right landing page copy will convince website visitors to stay on the page longer and take action with a strong call to action. 

The better your landing page copy and design is, the more likely you’ll get leads to take the action you want them to on your page. Make sure this page, along with your website’s design, is optimized for the best user experience possible. 

2. It Creates Brand Awareness 

The reason you’re advertising your construction business is that you want people to know about it. Advertising creates brand awareness for your company and invites people to be part of your community. They have a problem, and your brand solves it — it’s a true win-win situation. 

It’s estimated that 43% of customers spend more money on brands they are loyal to. If you win the loyalty of your customers and create an authentic construction brand, you’ll beat out the competition and win more projects. 

Some key ways to build your brand include: 

• Offering value to your audience through a blog 
• Being transparent about your services and prices 
• Listing ways to get in contact with your customer service team 
• Having concise messaging and branding throughout your advertising 
• Displaying customer testimonials on your website 
• Having attentive and helpful customer service 

The more people know about your brand, the more likely they’ll want to hire your company for construction projects. 

3. You Can Target New Leads & Retarget Customers 

Another one of the biggest benefits of construction company advertising is that your company can target new leads and retarget your current and former customers. 

If you advertise online, you can target visitors based on their behavior and what they’re searching for. For instance, if someone searches for “home remodelers near me”, and your company does home remodeling, you could target your advertising messages to reach people who want home remodeling done. 

This allows you to target new leads who want specific services done. They have a problem, and you can offer them a solution. You can also run advertising that retargets former customers and people who visited your website but didn’t contact you for your services. 

This is an incredibly beneficial strategy for construction companies because you simultaneously bring in new leads while retargeting leads who are already familiar with your services. 

This helps you reach twice the number of people and, essentially, double your chances of getting business. 

4. You Get Direct Access To Leads 

When you advertise your construction services, you get direct access to your target audience. If you do things like send direct mail or post organically on social media, there’s a chance your audience could miss it. They could scroll past the post or simply throw away the piece of direct mail. 

With online advertising, you get direct access to your leads. They will see your company’s name and call to action. 

This kind of direct access is powerful, especially if you target the right leads and have a strong call to action. 

5. It Converts Leads Into Customers 

One of the best things about construction company advertising is that it converts leads into customers. Statistics show that paid advertising returns $2 for every $1 spent – a 200% ROI rate. Imagine how many construction projects you can book and how much revenue your company can make with that ROI rate. 

You must be strategic to see a rate like that, though. Do your keyword research and define who you are targeting with your advertising campaigns. Are you targeting B2C (business to consumer) leads, or are you targeting B2B (business to business) leads? 

Knowing who you’re targeting will help you craft the appropriate advertising messages and, ideally, lead to more conversions. 

Types of Construction Company Advertising To Explore 

Okay, so now you know why advertising is important. Now, how can you execute it properly? There are multiple channels construction companies can utilize to reach new people, engage with their current audience, and convert viable leads into customers. Here are a couple of channels to consider for your advertising strategy. 

Google Ads 

One option for your construction company’s advertising strategy is to invest in Google Ads. These types of ads are paid and are used on a search engine results page (SERP). If you look on a SERP, you’ll see there’s a section at the top that displays links to companies that have paid to be at the top of the results page. Those are Google Ads. 

When done right, investing in Google Ads can yield great results for your construction company. Statistics show that 41% of clicks in Google searches go to the top three sponsored ads. If you can get your company’s name in one of those three ads, you could see incredible traffic on your site. 

Some key tips for maximizing your Google Ads efforts include: 

• Using the right keyword-match types
• Create a landing page that has a strong CTA on it 
• Analyze your campaigns frequently and adjust as needed 

If you do your research and target the right people with the right message, you could have incredible success with Google Ads. 

Google Display Ads 

Google Display Ads are different from Google Ads. These types of ads are ads shown across millions of different websites through the Display Network. This means you can retarget your website visitors across websites, email providers, and video ads on YouTube. 

Investing in Google Display Ads can set your construction company apart from the rest. 

On average, it takes someone seeing a brand between five and seven times in order for them to recognize it. If someone keeps seeing your display ad across several sites while they’re casually consuming other content, they may subtly become more familiar with your brand and grow more curious about your services. 

You can also target your display ads in numerous ways. You could target: 

• Affinity groups, which are people who share similar interests to your industry
• In-market audiences, who are people looking for your specific service 
• Remarketing audiences, who are people who have interacted with your business before 

Do your research to determine which targeting strategy works best for your construction company. 

Video Ads & Video Content 

Another viable option for your construction company advertising strategy is running video ads and producing video content. Statistics show that 66% of consumers prefer watching a video to reading about a product. Since video is a popular form of content that people consume, it’s a good idea to run video advertisements and produce video content. 

A video advertisement should show who you are, what your construction company does, and how you can help your target audience solve their problem. If you finish the video with a strong call to action, you could get incredible engagement on the ad. 

One way you can plan your video advertising strategy is to look at what your competition is doing. 

• What do their ads look like? 
• Is there any way you can make yours better, or hit on your audience’s pain point better? 

Do your research, create a quality ad, and put it in front of the right people at the right time. 

Another way to grow your company’s brand organically is to create video content. You can create a YouTube channel for your company and great videos that highlight aspects and tips for the construction industry. You can also incorporate these videos into your company’s blog and create additional content. 

Plus, having more video content can boost your SEO efforts. 

Social Media Advertising 

Something that will help with your construction company advertising goals is to advertise on social media. Billions of people around the globe use social media. If you aren’t advertising on these platforms, you’re missing out on viable traffic. 

Look at your current social media profiles and see where you get the most traffic. Look at: 

• Facebook 
• Twitter 
• Instagram
• LinkedIn 
• Pinterest 
• TikTok 
• YouTube 

Once you figure out where your best traffic comes from, you can figure out what social media platform your target audience uses most. Then, you can use your traffic data and your target audience data to come up with a strategic social media advertising plan. 

Part of your social media strategy should include creating content that people want to engage with on a specific platform. Certain platforms, like YouTube and TikTok, are solely video-focused. It would make sense to run a video ad on these platforms. However, if you’re advertising on Instagram or Facebook, you could run a graphic with a strong CTA as an ad. 

To properly optimize your social media advertising strategy, you must look at four key areas: 

• What platform your company gets the most engagement with
• Who your target audience is 
• What type of content they engage with 
• What form of content your ad should be 

If you do these things and look at your channels’ data, you can create a strategy that gets results and drives growth. 

Affiliate Advertising 

A unique way to increase your construction company advertising plan is to invest in affiliate advertising. Affiliate advertising is when companies work with people of influence to bring awareness to their brand in exchange for payment or something else of value. When done right, affiliate advertising can yield great results. 

Construction companies can utilize affiliate advertising in a number of ways. They could: 

• Partner with a well-known interior designer 
• Partner with an influential real estate agent 
• Partner with a popular tool brand 

The key is to find influencers who are in related industries to construction but aren’t necessarily in construction. That way, you aren’t in direct competition with these people and you can have a mutually beneficial partnership. 

Final Thoughts 

Construction companies need to be intentional and creative with their advertising if they want to bring in new business. Advertising is important because it increases brand awareness, brings more business in, and allows your business to make direct contact with your audience. 

If done right, your construction company can have great success with advertising. Make sure you look at the right data, choose the right platforms, and craft the right message. You’ll get what you give with your advertising strategy, so if you give it your best, you’ll get your best. 

Contact now Mediaboom to boost your construction advertising.

Are you searching for the best ways to get leads for your construction business? 

This article will provide you with a solid foundation for using effective lead generation channels in the construction industry.  These lead generation techniques will help enhance your brand visibility, and align your sales and marketing techniques to bag more leads for return on investment (ROI).

The best ways to get construction leads include:

• Providing value to your clients through content marketing
• Connecting with prospective clients via email marketing
• Engaging on social media platforms
• Ranking locally with a strategic search engine optimization campaign
• Joining referral networks
• Investing in your website to attract qualified leads
• Investing in paid advertisements to draw more traffic toy our website and brand

Construction companies mostly miss out the opportunities to generate lead due to misalignment between their sales and marketing departments. Therefore, you must work on streamlining all domains of your business to achieve the common goal, i.e., generating potential leads and weed-out the time wasters. 

In other terms, getting leads for your construction business is more than launching an advertisement campaign.

You will need to design an in-house strategy to bring all departments on the same page in order to boost construction lead generation, eventually translating it into a boost in sales. 

Let us dive right in and explore how you can effectively generate leads for the construction business. 

What Are you Looking For

First of all, you must know your identity, i.e. who you are as a company and your lead generation goals.

Moreover, you must also define your ideal clients’ persona and develop a lead generation strategy around it. Doing so will help you achieve the following three goals. 

1. Increasing Your Reach and Brand Awareness

The core purpose of lead generation is to increase your brand awareness and connection with your ideal audience. Once you know your niche, you can put your strategy to good use such as placing locally targeted ads, engaging with potential clients via the right social media platforms etc. 

The more potential clients you reach, the more productive leads you will generate. However, this will require more than a brand logo; you will have to utilize several digital marketing channels in harmony to create brand awareness. 

2. Consistent Traffic Coming Back to Your Website

With an effective and aligned digital marketing strategy, you can increase traffic to your website, resulting in increased lead generation. Moreover, by targeting the right niche and ideal clients, you will be able to get consistent traffic to your website coming back for more.

Getting repeated visitors is another best way to get construction leads. 

How to Achieve It

Now that you know how the aforementioned three areas of focus are the best way to get construction leads. Let us find out how you can achieve your lead generation targets. 

Provide Value to Your Ideal Consumers

If you are a construction business looking for in-house best ways to get construction leads, you must provide value to your potential clients. Fortunately, you have various digital marketing channels to help you achieve this target most conveniently and cost-effectively. 

• Content – You must use content to showcase your brand, educate your clients about who you are as a company, and what you have to offer. Moreover, you can use several resources to promote your content such as social media platforms, your website, blogs and third-party listing sites. 
• Videos – This is another form of content, where you can create video content (vlogs) to promote your business. This may include creating video ads, creating tutorials and short clips. You can even do live sessions and webinars to engage with the target audience in real-time using your website and social media platforms. All major social media platforms such as Facebook, Instagram, Twitter, LinkedIn, YouTube allow you to go live for free. This 1-on-1 interaction will not only help you reach the target audience but strike an emotional chord by giving them a peek into your organization’s operation. 
• Downloadable Content – Everyone loves a freebie, especially when it is something informational and offers value for money without the clients having to pay a single cent. You can offer downloadable content to your clients such as guides, tutorials and tips etc. This can be in the form of documents and videos. 

Create a Comprehensive Digital Marketing Campaign

Creating a comprehensive digital marketing campaign is at the core of finding the best way to get construction leads. For this, you can use the following strategies to your benefits. 

• Content Marketing – this is all about the creation and distribution of valuable content related to the construction industry. Content marketing will allow you to offer value to the clients by producing consistent content to retain existing and attract new target clients. You can use written content such as website content, blogs, tutorials, ads, social media posts etc. for your content marketing strategy. 
• Email Marketing – Did you know that email marketing can offer 4400% ROI on average? You can create email newsletters to help educate the target audience about your construction business and generate fresh leads. Moreover, you can even use email marketing for re-targeting old clients for repeat business. You can reach out to customers who may have shown interest in working with you in the past but could not for whatever reasons. If you are looking for the best way to get construction leads, email marketing can help you with zero cost. 
• Social Media – Another free digital marketing strategy to generate construction leads is using social media to your advantage. Now you can create social media profiles on Facebook, Instagram, Twitter and LinkedIn. You can either start a new conversation or participate in an on-going conversation on other giant companies in the construction industry. This will help you gain an audience and share how your construction business can assist in their upcoming projects. Just like content and email marketing, you can use social media marketing to share project ideas, tips, trends and any other information relevant to the construction industry. 
• SEO – Search Engine Optimization is an integral component of any digital marketing strategy and the best way to get construction leads. You can SEO optimize your website, content, social media posts, videos, tutorials, blogs etc. by using trending keywords, phrases and topics. This will help your construction business appear amongst the top results in the user searches. You can even optimize your SEO for local searches. This means every time a local user searches for products and service similar to yours, the search will show you amongst the top results in that locality. You can even customize your SEO content based on demographics such as geographical location, gender, profession, lifestyle, interests etc. 

Consistent Brand Messaging

Brand messaging is all about conveying an underlying value that your construction business can offer to the potential and existing clients.

You have to use the content; image, color scheme, logos, text, and language can help establish an emotional connection with your target audience. 

Most importantly, the best way to get construction leads using brand messaging is to stay consistent. This means all your content, branding, messages; promotions must be consistent across all digital channels. This will help establish your integrity in your niche and gain your customers’ trust and loyalty. 

A well-thought brand messaging will be effective in enticing and engaging your clients by relating to your construction company. This can help you inspire them, motivate them, persuade them to hire your services without sounding salesy. 

Lead Generating Website and Landing Page

A website is a digital version of your business’s outlet. This is your window to showcase your business and let potential clients find the pros of working with you. Your website building will cost you money, but it is mostly a one-time cost that will help free construction lead generation for a long time. 

You can create landing pages as part of your digital marketing campaign. These standalone pages will allow you to entice and attract the right audience. By clicking on these pages, these potential clients will land on your main website, where they can learn about your construction services. 

Referral Networks

If you are looking for the best way to get construction leads, use your referral networks. This includes asking your customers for word of mouth referrals or writing testimonials and feedbacks about your services. Complete the job and ask your clients to write a review (hopefully a positive one) about your construction company. 

Did you know that 90 percent of clients would use a brand after hearing about them from a family or friend? 

You can even offer incentives to your clients to spread the word of mouth promotion for your business. Your clients can leave the reviews on your website, social media pages and third-party websites. Some of the best reviewing platforms for construction companies include: 

• Alignable
• Angie’s List
• BuildZoom
• Houzz Pro
• Home Advisor Pro
• Yelp
• Google My Business

Bidding Platforms

Bidding platforms are another best way to get construction leads. Using these bidding platforms can help you bag leads that are most likely to convert into customers.

If you invest your time and money into bidding platforms, it can help you boost your sales. 

However, you have to use your network and referrals to get into the bidding platforms’ inner circle. This is because bidding platforms only allow a business to participate by invitation. So you only get to bid to bag a project if you receive an official invitation by the bidding platform. 

For this, you will have to build a relationship with the clients and receive an invitation to participate in the bid. 

Consider Paid Ads

According to the statistics, 46 percent of the users click on the top three paid ads on Google, whereas, 96 percent of the business invest in using Google ads to promote their products and services. Therefore, using paid advertisement can be an excellent digital marketing strategy to attract interested clients in the construction industry.

For example, you can use Google Ads to help place your construction business advertisement among the top user searches.

Similarly, you can use other paid ads services on social media platforms such as Facebook Ads, Instagram Ads, Twitter Ads, LinkedIn Ads, etc. However, you have to ensure that your investment is worth it for the ROI you will receive against it. 

If you are spending a thousand dollars to generate a couple of hundred, it is definitely not worth the effort. You must look for ways to decrease the cost-per-click by getting the right leads to an increase in your conversion rate. 

6 Tips to getting Construction Leads via Digital Marketing Strategy

Here are six tips for creating an effective digital marketing strategy. 

• Identify your target audience
• Identify your goals
• Develop a strategy aligned with your sales and marketing goals
• Focus on content
• Identify the right digital marketing channels to deploy your lead generation strategy. 
• Track your progress and adapt accordingly. 

Let the Experts Help You

If you are a construction business trying to find the best way to get construction leads, you can seek experts help. Mediaboom is the leading industry expert in designing and deploying customized lead generation strategies in the construction sector. Their cutting-edge digital marketing solutions will allow you to showcase your brand to a larger audience and boost your sales immediately. 

Once a property has been built, that is when some people think about marketing. You have a finished product to show off, and in some cases, tenants to showcase. But if you don’t put in the work before the construction begins, there won’t be a completed project to showcase and draw traffic to.

Marketing and outreach are just as important on the development side as it is on the sales & leasing side of real estate. Marketing for real estate developers can help them do everything from finding investors to finding buyers. 

To make sure you attract the traffic you need to grow your developing business, use these tips:

1. Take steps to increase the awareness and reach of your brand
2. Generate qualified leads as a way to guarantee an increase in profits
3. Make sure your website can generate initial traffic along with return visits
4. Provide value to your customers
5. Create & implement a comprehensive digital marketing campaign
6. Create a lead generating website & landing pages
7. Use consistent messaging across all platforms
8. Use paid ads

What Real Estate Developers Want & Need Out Of Their Marketing Plans

There are a few basic things that any developer will want & need from a marketing plan created for their company. Here we will cover the most essential methods to utilize in order to be successful when marketing for real estate developers.

1. Taking steps to increase awareness and reach of your brand

No one is going to invest in your property or rent/purchase your property if they can’t find you online. You have to make sure your brand is at the top of all internet search results. This means you have to create quality content on all your channels, properly use your social media, as well as have a website that is SEO optimized and designed to use as a selling tool. Investing in SEO also builds trust in your business. Trust is cited as one of the top five factors that influence a purchasing decision.

SEO is also important because of the traffic it can drive to your website. There are countless websites on the internet on every topic imaginable. It isn’t possible for a person searching for real estate developers to find and review every website for every developer. You want to make sure your site is fully optimized so you are at the top of the listings and get the maximum amount of traffic. More traffic means an increased chance at a qualified lead.

Tips to rank at the top of the serp

Here are some steps you need to take to make sure your website and content rank at the top of the search engines:

• Use keywords and long-stem keywords that pertain to your industry. Use keyword research to help you pick the terms you want to rank and be found for.
• Check for on-page SEO factors like image alt text, URL slugs, metadata, proper use of headline in blog posts, etc.
• Make sure you are reviewing off-page SEO elements like social media postings & hashtags, backlinks, guest blogging opportunities, or even influencer marketing.
• Make sure your website is optimized for mobile devices. 
• Cutting down on page load time. Pages that take longer than two seconds can be considered slow loading website. Some sites load pages in as quick as .5 seconds.

2. Generating qualified leads to guarantee an increase in profits

The web is a powerful tool for finding new customers, also called leads. But not every lead is created equal.

You don’t want to waste your time dealing with prospects that are a waste of time. Those individuals were never going to purchase or lease the property you are constructing. Trying to engage these individuals in hopes of striking a deal is never going to generate any revenue for your company. You need to spend your time working with prospects that want the product you sell.

In situations like this, you will want leads that are already pre-qualified for your business. 

There are companies that work to find individuals who are in the market for what your company sells. The contact information for those individuals is then passed onto that business so they can connect with them and see if they are a fit. Organic leads from internet traffic are great; that shows that your marketing plans are working.

But to ensure that you have a reliable stream of income coming in, employing professionals to bring you qualified leads is a smart business move. 

3. Make sure your website can generate initial traffic along with return visits

Your website is your most powerful tool in marketing for real estate developers.

It is by far your most visible one as well. Since it is the best ambassador for your brand, you don’t want visitors to just stop by once. You want people to return to your site as frequently as possible. You need a plan to get people to return to your website after their initial visit.

If your website doesn’t provide anything of value to visitors, you can rest assured they won’t be back. Consider these tips to generate repeat traffic to your site:

• Provide meaningful content that connects with your core guest
• Provide a personalized experience for each visitor to your site
• Show off what is new and popular in your field
• Design your website so your visitors have a positive experience
• Engage users with email signups

Taking these simple steps will pay off in repeat traffic and increased sales.

How To Achieve Your Marketing Goals As A Real Estate Developer

So far, this article has covered what a real estate developer wants and needs out of their marketing efforts. The next thing to address is how to achieve those results. Here are some things you can do to get the results you want for your marketing plan.

4. Provide value to your customers

If you want your customers to trust you and conduct business with you, you have to give them a reason. Make sure that you produce content that provides value to your customers.

• Your social media postings need to serve a purpose for your customers.
• Your blog posts need to provide something for your customers.
• Any emails you send need to bring something of value to your customers.
• Your website has to also contain items of value.

If you don’t bring this value to the content you produce, your customers won’t stay with you. Create videos, blog posts, webinars, and other forms of content that will resonate with your core customer.

5. Create & implement a comprehensive digital marketing campaign

The digital world is where the bulk of the population gets its information. All businesses need a comprehensive digital campaign that makes them competitive.

Your plan needs to cover your content strategy, email marketing, social media posts, SEO, etc. You want to make sure that you are using the channels that your customers use. And having a strong SEO component means that your content can be searched and found as well. 

6. Lead generating website & landing pages

As has been stated throughout this article, your website is your most powerful marketing tool.

A well-designed website can serve as a fantastic marketing tool.

It can tell your story and showcase all the facets of your company. A well-crafted website can also help you generate business leads. Make sure you have contact forms and email signup buttons visible on every page of your website.

When appropriate, use landing pages on social media and other locations that will link prospects back to your website or an email signup form. These strategies will help you continue to generate more qualified leads and hopefully, more business.

7. Consistent messaging across all platforms

Trust is a driving factor in business relationships.

If customers don’t trust a business, they are less likely to purchase or interact with that company. 81% of consumers have said in surveys that they need to trust a brand in order to buy from them. A way to keep that trust is to keep your messaging consistent across all your platforms.

The tone you strike on Twitter should match the tone in your YouTube videos. This doesn’t mean that you can’t discuss different topics!

Creating content unique to each channel is suggested. But all of it should reflect your brand message and mission. It shouldn’t feel like each channel reflects a different company. If it does, customers may not trust you and that can cause you to lose their business. 

8. Using paid ads

The internet is a massive place.

No matter what, your website will get some organic traffic and over time, you will generate some organic leads as well. But a smart business can’t take the risk and wait for that organic traffic. By investing in paid ads, you can make sure your target market sees ads for your business.

All the major digital advertisers (Facebook, Google) can use data on their customer base to make sure your ad is only in front of people it will resonate with. Advertising on these platforms is quite inexpensive and has a massive reach.

Google alone conducts 3.8 million searches per minute. Even a fraction of that is a lot of exposure for your business. 

Example Of How A High Performing Marketing Plan Helped GFI Partners

Commercial real estate company GFI Partners is an excellent example of how a marketing plan can help drive results for a brand. GFI Partners worked with Mediaboom to create a website for their brand. The goal was to showcase the many facets of their business. The results were fantastic, and traffic to their website boomed. The traffic growth helped drive qualified leads to their company, which will help them increase their sales.  

Final Thoughts

There are many items to consider when putting together your marketing campaign. Using the steps outlined in the article will help any real estate developer grow their qualified leads and increase their revenue. Contact now Mediaboom to boost your marketing for real estate developers.