construction advertising

Construction Advertising – Tips for Website Traffic & Sales

By: Frank DePino | November 25, 2020

Owning a construction business is something to be incredibly proud of. The construction industry is a major contributor to the U.S. economy, which means the demand for its services are there. 

So, how can you get a piece of this demand? By crafting and executing a solid construction advertising plan

How do you do that, exactly? You can craft a plan by: 

  • Understanding why you need advertising 
  • Knowing which channels to use for advertising 
  • Connecting the dots between advertising efforts and your business’ bottom line 

Once you hit on all these points, you’ll understand the importance of an advertising strategy and how it helps construction businesses get more jobs and loyal customers. Need some help crafting that strategy? Let’s dive into the reasons you need it and what channels you can capitalize on right away. 

Why Do You Need Advertising?

Construction advertising is important for the growth and digital presence of your brand. Whether you want to increase brand awareness, drive website traffic or online sales – utilizing tools such as Google Ads, Facebook, and YouTube can be a great choice.

It Increases Brand Awareness 

One of the most valuable aspects of construction advertising is that it increases brand awareness. Think of how many brands are out in the world right now. How is your construction brand going to stand out from a seemingly endless sea of brands? 

advertising for construction

Advertising makes you stand out from the competition and helps you build a loyal following while promoting your services. After all, it typically takes between five and seven impressions for people to remember your brand. Advertising helps you do the following efficiently and strategically: 

  • Outline & promote your construction services 
  • Sell not just your services, but your brand to your target audience 
  • Get your brand’s name out there in an alternative way to free organic methods 

The first step in attracting customers to your business is telling them who you are and what you do. The more advertising you do, the better your chances are of spreading your brand’s name into the world. 

It Drives Traffic To Your Website 

If you do it right, construction advertising drives valuable traffic to your website. If your advertising message hits correctly, people will search for your company to learn more. These leads are warming up the more they interact with your brand, until they become hot leads and are interested in your services. 

construction website

As you drive traffic to your website, make sure the following web pages are set up properly: 

  • Homepage — This is the first page people will see, so it needs to make a good first impression. Include your logo, a navigation bar, and a clear call-to-action (CTA) on it. 
  • Your Services Page — Once people know who you are, they’ll want to know what you do. Set up a page that outlines what construction services you offer. Do you do residential services, commercial services, or both? Do you do new constructions or remodels? Your leads need to know what you do and how you do it if they’re going to invest in your services. 
  • Contact Page — Alright, now you have leads that are interested in your services. How can they contact someone to learn more? Having a contact page is essential for a construction business. It should include your business’ phone number and email address at a minimum. There’s nothing worse than having a lead who wants to buy in-the-moment, but loses steam because they have to search high and low for a phone number. Make it easy for them to contact you so you don’t leave leads on the table. 

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

You Reach Your Target Audience Directly 

Another perk of construction advertising is that you can reach your target audience directly. Posting on social media and crafting blogs can help your organic traffic, but someone could easily scroll past a post or a blog post. 

However, with advertising, you have a better chance of reaching viable leads based on what they’re interested in. 

This is especially viable if you invest in paid online advertising. Why? Because you can target leads based on the keywords they search for. Examples of keywords your construction business could consider targeting include: 

  • Building contractors 
  • Remodeling business 
  • Construction business 
  • Construction services 
  • Home construction services 
  • Commercial construction services 

These are simply examples of what keywords your company could target with your paid advertising. If you’re investing in paid ads, your team should do keyword research and come up with viable keywords to target based on your ideal clients and the services you offer. You can use this strategy to target new leads & retarget warm leads.

You Gain Valuable Insight About Your Audience  

An underlying perk of advertising is that you gain valuable insight about your audience via data analysis. For example, you could run an ad on Facebook and look at the engagement it received. How many people: 

  • Saw the ad? 
  • Clicked on the ad? 
  • Clicked on the ad and then invested in your services? 
facebook ads for construction

Analyzing this data is crucial for your advertising strategy. It tells you what messages are resonating with your audiences, and which messages are falling flat. Once you analyze this data, you’ll have a foundation to work off of when adjusting your campaign for optimal conversion. 

Types of Advertising For Construction Businesses 

Google Ads 

Google Ads is an effective channel to use in construction advertising. Google Ads are advertisements that are displayed on search pages and other relevant web pages. These ads are pay-per-click (PPC), which means you pay each time someone clicks on the ad. You also have to bid on relevant keywords and win the bid for your advertisements to show up. 

If you target the right keywords and have a solid bidding strategy, you could earn a lot of valuable leads for your construction business. It’s reported that traffic brought through PPC advertising yields 50% more conversions than organic advertising. 

Be sure your team knows what they’re doing, though — constantly making mistakes with Google Ads can make you lose money quickly. 

google ads for construction

Google Display Ads 

Google display ads are advertisements that show up on other websites. These ads utilize cookies to track the searches people make and retarget leads based on their searches. 

That means that, if someone were to spend time on your company’s website but didn’t click anything on your website, you could retarget them with a Google display ad and encourage them to visit your website again. It’ll also get your brand’s name in front of previous website visitors and familiarize them with your company. 

Social Media Advertising 

If you want to target your audience on certain social media channels, look no further than paid social media advertising. These days, most social media channels have a program where you can run paid ads on their platforms. These platforms include: 

  • Facebook 
  • Twitter 
  • Instagram 
  • Pinterest 
  • LinkedIn 
  • TikTok 
  • Snapchat 

Now, you’ll want to adjust your ad to match the channel you’re advertising on. For instance, Instagram is an image-heavy platform. Therefore, you’ll want to create an eye-catching visual for your ad. On the other hand, you’ll want to craft compelling text that goes along with an eye-catching visual on Facebook. 

social media for construction

Also, you must remember that people expect to see different kinds of content and ads across social channels

For example, your LinkedIn ad should be more professional since LinkedIn has a more professional audience. However, your TikTok ad can be more fun and lighthearted since TikTok users expect to see lighter content on that platform. 

If you adjust your social advertising strategy to match the voice and tone of the platform, you could see incredible success with your advertising efforts. 

Video Ads with YouTube Advertising 

Video has become a favorite format for audiences to consume content through. Statistics show that 85% of all internet users in the United States watched online video content monthly on any of their devices.

Incorporating video marketing into your advertising strategy can lead to more people consuming your ads and, therefore, increasing your client base. 

youtube for construction

There are a number of ways you can capitalize on video marketing, including investing in YouTube advertising. You can create display ads on YouTube, or you could go even further and invest in in-stream ads. The kinds of video ads you invest in will depend on factors like your budget and your overall advertising goals. 

Email Marketing 

If you do it right, email marketing can take your construction advertising strategy to new heights. 

Email marketing can offer a high ROI and build a loyal following if you send the right message to the right people at the right time. After all, you will be directly in their inbox with a message that appeals to them. Having that direct access is invaluable to your advertising plan. 

Being strategic with your email marketing initiatives can turn loyal subscribers into happy customers. You can do this by: 

  • Emailing an exclusive offer to your most engaged email subscribers 
  • Running email-only promotions to get people to sign up for your email list 
  • Promoting a limited-time discount on your services 
email marketing for construction

You should utilize these strategies based on your business’s needs, your email list engagement, and your advertising goals. Email marketing can drive sales, as long as you capitalize on it in a way that works for your business. 

Traditional Media Advertising

Traditional media advertising can also work well for your construction advertising needs. Traditional media channels such as newspapers, television, and radio still reach a number of people who could be in your target audience. 

Utilizing these traditional channels can increase your brand’s reach and connect you with audiences who may not engage with online advertising. 

Before you go spending money on traditional media advertising, make sure you know what the channel’s audience looks like and if it aligns with your target audience. Otherwise, you could spend a lot of money on advertisements that simply don’t reach the right people. 

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

Retargeting Ads 

Running retargeting ads could mean the difference between losing a lead forever or making them a happy customer. Retargeting ads are exactly what they sound like. They are ads you use to target people who have visited your website or searched a specific keyword, but didn’t buy from your company. 

Examples of retargeting ads include: 

  • Retargeted Facebook ads 
  • Retargeted Google display ads 
  • Retargeted Instagram ads 

You can retarget leads on multiple platforms, but the key is to have a compelling message that encourages them to come back to your site. This could be: 

  • A last-chance reminder for your services 
  • A FOMO (fear of missing out) message 
  • A message encouraging people to treat themselves (and their house) to a home upgrade 
construction advertising strategies

The more compelling and personalized your retargeting message is, the more likely your leads will return to your site and take action. So, make the message as compelling as possible and keep your prospective customers’ needs in mind. 

Getting Started with Construction Advertising

At the end of the day, there are many ways to execute on construction advertising strategies, and many reasons why you should do it. You could have the best construction company in the world, but how are people going to know about it? 

Advertising gives you the chance to promote services, increase brand awareness, and reach your target audience in incredible ways. You could utilize social media, paid ads, and video marketing to spread your message and get your brand’s name out there. 

These days, brand is everything. The more authentic and targeted you are with your advertising, the more likely you’ll see your leads convert into customers. 

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.

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