Construction Marketing – Strategies to Elevate Your Sales

By: Frank DePino | November 30, 2020

The construction marketing area can be quite intimidating, whether you are the owner of a construction company or a CMO. Why?

Because the construction landscape is ever-changing; therefore, establishing a digital marketing strategy that can adapt to every single step of evolution in the construction industry can be daunting and a handful. 

Marketing strategies have drastically changed in the last decade or so. 

Why You Need to Create a Construction Marketing Plan

From helping your construction company reach potential target audiences, enter new marketplaces, to increasing your lead conversion and consumer loyalty, a digital marketing strategy can help establish your business as a leader in the industry.

Digital marketing has forced entire industries to transform the way they market themselves, including the construction industry. If you are still playing with the idea, it is high time to change. And the best way to do so is to develop impeccable digital marketing strategies. 

Digital Marketing and Its Benefits for Construction Companies

The construction industry is different from other niches due to its procedure. The size and complexity of the construction projects are far more demanding than ever before. If you are a construction company, you will agree that sustainability is needed to plan and execute a project.

Here is how your construction company can reap the benefits of using a digital marketing strategy to sustain growth. 

Build Your Portfolio of Clients

A digital marketing strategy can help you build a valuable portfolio of clients. This is one of the most efficient tools to develop and nurture your relationships with profitable and sustainable clients. 

The right digital marketing strategy will help you identify all your existing and potential clients and evaluate them using specific criteria. Moreover, you can build a persuasive company portfolio, which will help reiterate your client about your capabilities and expertise. 

Social Proof, Gather Positive Reviews

Marketing allows you to gather social proof of your business, services, and level of satisfaction your clients have enjoyed. You can reach out to the previous clients you have worked with and request them to join your social media business pages. 

Ask them to leave testimonials or positive reviews about your company. Do not be shy to ask them for referrals. 

Reach Your Target Audience

An apt digital marketing strategy will offer you tools to help target the right audience. Social media platforms, websites, blog posts, video content, and email marketing allow you to find new clients and stay relevant to the existing clientele. 

Social media platforms such as Facebook and Instagram and paid adverts such as Google Ads allow your business to reach interested consumers looking for services that your company offers. You can target consumers based on their age, gender, professional, interest, education, location, etc.

Convert Website Users to Clients

Most construction companies overlook the importance of a well-designed and optimized website. A website is your digital shop online, and you must do everything to entice the consumer into buying your product or service as you would if they stepped into your brick-and-mortar outlet. 

The relevant content, an enticing Call-To-Action (CTA), and your website’s visual appeal will increase your lead conversion rate. 

Monitor and Analyze Website Traffic

Developing and applying a digital construction marketing strategy will equip you with tools to monitor your website traffic and analyze the data to realign your marketing efforts. Tools such as Google Analytics allow you to do just that, and the best part is, it is free! 

This can help you construct a marketing strategy in SEO optimization of your content, website, and any relevant information, which will increase traffic and higher lead conversion rates. 

SEO Optimization

“We are a construction company; why do we need SEO optimization?” Because it helps improve your websites’ visibility. The trick is in improving your ranking for search engine results. 

The SEO optimized content and website will increase your chances to appear in the top results on Google or other search engine searches. This will get you more clicks on your websites, giving your construction company better chances to increase your ROIs. 

Types of Digital Marketing for the Construction Industry

Although there are myriads of digital marketing strategies that can help your construction company, here are some that are more effective than others.

Websites

Whatever the size of your construction company, the first step toward digitizing your marketing strategy begins with a creative and enticing website.. After all, it is the first impression that can make or break the deal for you. 

Did you know visitors tend to leave the website within 10 to 20 seconds of landing on the page? However, the quality of the website and content can hold their attention to stay and explore. 

The longer they stay, the higher are the chances for them to convert into clients. 

You can include several interactive features on your construction company’s website, such as furniture or floor planning tools, elevation tools, etc. Providing complementary tools like these without having to buy anything will encourage the website visitors to stay for longer and explore their options. 

The more details you include in your website design, the better impression it will create.

Allowing your target audience to offer tools to virtually arrange their bedrooms, dining area, kitchen, living, and entertainment room, will help show your eagerness to help without trying to force a sale. 

This will make your visitors feel more at ease without feeling obliged to buy to explore your services. You can offer other freebies such as guidelines, sample designs, tutorials on your website as a goodwill gesture. 

This will help gain consumer loyalty and trust. 

SEO and Local SEO in Construction Marketing

SEO can offer numerous advantages to any business; however, here are the three most significant benefits of using SEO optimization for your construction company. 

• Higher Ranking – Using Keywords and phrases in your content on the website, social media posts, blogs, etc., will boost your search engine ranking. According to a report, the top 3 search engine results get 50 percent of all the clicks. 
• Boosting Brand Awareness –As your website and other posts appear higher in search engine results, it will increase your construction company’s visibility to more consumers looking for similar services. Moreover, if the consumers like what they learn about your company, they are more likely to recommend your services or website to friends or family looking for the services you are offering. According to a study, 80 percent of U.S. citizens seek personal recommendations before making a purchase. 
• Qualified Leads – SEO optimization ensures that your website attracts the most qualified consumers, meaning people most likely to buy from you. Since SEO helps your company reach the target audience already searching for services you offer, these people are more likely to click on your website, increasing the lead to conversion ratio. You can avoid wasting money on traditional marketing strategies to reach masses that may not be interested or need construction services.

Here are some tips for SEO optimization of your construction marketing:

• Invest time into proper keyword research– this will help you create the most relevant content by using the most trending topics, words, and phrases on search engines related to the construction industry. 
• Once you know the keyword, create customized content. However, keep it consistent across all platforms such as website, blog posts, social media pages, etc. 
• Local SEO Optimization can help you appear on top search results of the customers near your preferred geographical location. Statistics show that 46 percent of Google searches are for local information, and 88 percent of local services either call or visit the business within a day. 

The basic rule is to add your location keyword into your webpage or content’s title, heading, and content. You can register your construction company on Google Maps and even claim free local business listings on Google Business Profile, Yelp, and Bing. 

Email Marketing

Email marketing as a construction marketing strategy can be beneficial in several ways. These are:

• It allows you to send personalized, targeted content based emails to your existing and new clients as per their needs and interest. 
• You can categorize your clients based on various demographics such as location, lead status, etc., and then send information and offers that might pique their interest. 
• Compared to other traditional methods such as distributing flyers, printing brochures, and paying for printed ads, email marketing is a more cost-effective method

Here are some tips to make the most of this free-of-cost digital marketing strategy: 

• Compile a contact list
• Come up with interesting subject lines as 33 percent of the people open emails because of enticing subject lines. 
• Brand your emails for the customers to know who the email is coming from
• Never spam, as bombarding your clients with emails may irritate them, resulting in unsubscribing or blocking your correspondences. 
• Include a CTA if you wish the clients to take actions such as subscribe to the newsletter, provide emails or other information, etc. 

Video Marketing

Video marketing will revolutionize your construction marketing strategy. Not only will it help target a large market, but also deliver information in the most enticing and impactful manner. 

According to a study, consumers retain 95 percent of a message delivered via video while only remembering 10 percent of the information they read. Hence, you can use video marketing as a tactic to increase exposure and engagement of potential and existing clients.

You can use video marketing in the following ways: 

• Live Video – You can do webinars on your websites, live sessions on social media platforms such as Facebook and Instagram. This will allow you to communicate in real-time with your target audience. 
• You can create complementary tutorial videos and post them on your website, social media pages, and YouTube. 
• Create Time Lapse videos on your projects from beginning to end. This will help you show how your construction company operates and execute construction projects from inception to completion. What another way to show your expertise and what you are offering to the interested clients? 
• Make testimonial videos of satisfied clients and use them to your advantage. According to a study, 90 percent of clients used service because they saw a positive video testimonial about a business. 

Content Marketing

Content marketing can help your construction company in many forms, such as improving your organic search engine results and increasing website traffic. You can create custom content for your clients to provide value without the need to buy. This will leave a good and long-lasting impression of your company. 

Content marketing also connects with SEO optimization. They will collaborate to increase the clicks on your website, increasing lead generation and sales conversion. 

Some tips for creating interesting content are: 

• Create the content on current trends and interesting news and innovation in the construction industry.
• In-depth reviews of a project or technology
• DIY tutorials, tips, and tricks 
• Maintain consistency in your content across all platforms. Scattered and mixed messages will confuse the clients, driving them away. 
• Do not shoot for sales right away; sometimes, no sales pitch can be more enticing than aiming for the bulls-eye. 

Social Media Marketing

Social media digital construction marketing strategy can almost come at no-cost. All you need to do is research a little bit and find the right social media platforms for your construction company. 

For example, if you are into B2B construction, Platforms such as Facebook, LinkedIn, and Twitter may work better for your marketing campaign. On the other hand, if you are into B2C constructions, you may want to target clients looking to build a house, for that using Facebook and Instagram are more feasible platforms. 

You can create your business pages on social media platforms, post content, and create videos or communicate with your target audience. Moreover, you can customize your digital marketing strategy based on demographics such as location, income, professional, interest, age, etc. 

Social media platforms offer analytical tools to monitor your construction marketing campaign’s performance in real-time and adapt accordingly. 

Conclusion

If you are a construction company looking to build a digital marketing strategy, let Mediaboom help you. We are experts in designing and executing successful marketing strategies. Plus, we promise to offer cutting-edge lead conversion and brand awareness techniques to your digital marketing campaign. 

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.