digital marketing for construction companies

Digital Marketing for Construction Companies – Top 20 Tips

By: Frank DePino | June 30, 2022

A solid digital marketing for construction companies plan helps to bring more clients into your business. Modern construction companies can’t afford to ignore the importance of digital marketing. If you don’t have a strong digital presence, you risk getting left behind by your competitors. With proper implementation of the right strategies, construction firms can thrive in the digital age.

Why Digital Marketing for Construction Companies is important

Staying ahead of the competition is crucial to expanding your customer base. One of the best ways to do this is by focusing on digital marketing for construction companies. One of the major challenges that construction companies face today is that many of their potential clients are not actively looking for them. This can be a problem because, without a clear understanding of what local clients are searching for, it can be difficult to build an effective Web presence. As a construction company, you have a lot to gain from incorporating digital marketing strategies.

We understand that it can be challenging to reach your target audience and grow your client base as a business owner. In this guide, we’re going to walk you through everything you need to know about how to create a strong digital marketing strategy for your construction business—even if you’re completely new to the concept.

Identify the target audience of your campaign

1. Do some market research

One of the best ways to make sure that you’re spending your marketing budget wisely is by doing some market researchYou need to know what’s out there and what people are looking for in the construction industry. This can be as simple as going into construction forums and reading posts from people who are looking for contractors—what are their needs, and how can you meet them?

You can also brainstorm keywords people might use when searching for related businesses or services. Use online tools such as SEOBook’s keyword density checker or Google Trends to figure out how many people are searching for particular keywords in your area.

2. Identify your target audience

Once you’ve done some market research, think about what kind of clients you’d like to work for. This can depend on several factors: do you want to serve commercial or residential clients? Do you want to focus on larger-scale projects or smaller ones? By defining your target audience, you’ll be able to more effectively craft your message and spend your marketing budget in a way that reaches the right people.

3. Get to know your competition

Your audience is likely looking at the websites of other construction companies in the area when they search for a service like yours. So it would help if you looked at those sites too to learn what they’re doing well. You might find some strategies or visuals that you can use on your own website to stand out from the pack!

Do competitive analyses on their website and blog. Are there opportunities for you to create better content that would attract customers from them or strengthen your own customer base? These questions can help you identify areas where your company can stand out. They’ll also help you understand how your potential clients interact with your industry’s websites and social media pages, which can be important information when forming strategies to attract new clients.

4. Focus on local search engine optimization (SEO)

Search engine optimization, or SEO, is the practice of optimizing a website so that it shows up in search results. It’s broken down into two main types: global SEO and local SEO. Global SEO is all about optimizing your website for broad terms like “construction company,” while local SEO focuses on optimizing your website for terms like “construction company [city name].”

One of the most important steps you can take when it comes to digital marketing for construction companies is to make sure you’re doing local SEO right. This means making sure that your site is optimized for the city where you’re based (or the cities where you do business), and that you’re using targeted keywords and creating landing pages for different cities/areas.

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5. Digital content marketing for construction companies 

Content marketing is one of the most effective strategies for generating leads and building brand awareness for construction companies. Because this industry is so competitive, it’s important for your business to stand out. One of the best ways to do that is by offering prospects valuable information about how to solve their problems in the form of blog posts and educational tools on your company website. Creating content will establish you as an authority in the construction industry and help people find your company online when they need services like yours.

6. Google my business

Google My Business (GMB) is the point of contact between your business and the world. It’s how people find you, learn about you, and ultimately decide whether or not they want to give you their money. If someone searches for “construction company near me”, the first thing they’re going to see is the map that comes up at the top of their screen. And what do you think will pop up on that map? Your GMB listing complete with your name, address, phone number, website link, pictures of your work, and reviews.

Social media apps

7. Digital marketing for construction companies: Leverage social media

Another effective digital marketing for construction companies’ strategy is taking advantage of social media. Social media is crucial to connect with prospective customers and build your reputation. It also allows for more relaxed, friendly communication about your brand and how you work. It’s a more approachable way for people to get to know you and remember you. It’s important for you to be present on the main platforms where your audience spends a lot of their time on, such as Facebook and LinkedIn. Posting regularly about new projects or company updates will keep your company in people’s minds.

8. Use email marketing

Email is an incredibly powerful tool in your digital marketing for construction companies arsenal—you just need to know how to use it effectively. Here are some ways you can try email marketing:

-Send newsletters with client success stories, special offers, and other information related to construction clients’ needs or interests

-Use drip campaigns (automated emails) for prospects who have visited specific sections of your website; for instance, if they looked at information about commercial work instead of residential work, you could send them an email with relevant content related specifically to commercial construction clients’ needs they might want addressed by working with you.

Video marketing for construction companies

9. Take advantage of video marketing

Video marketing is the use of online videos to promote your brand. You can use video to attract new customers and to keep existing ones engaged with your company. The best way to use video for marketing is to use it as an extension of your other digital marketing strategies. For example, you can use video to introduce new products and services. You can also use videos to announce special deals and events. You can also use video to announce new hires, office openings, and other company news. Video can help you build your brand by telling your story and building trust with your customers.

Here are a few tips for using video marketing:

– Video length: You can shoot a wide variety of videos (as long as they’re less than 30 seconds). You should, however, keep in mind that longer videos take longer to upload. That means you can’t keep your customers waiting for new content.

– Storyline: Your story can make or break a video. Don’t just show products and services; also share your company culture and what makes your business unique.

– Audience: Keep your audience in mind when creating your videos. Make sure those in your target market find value in your story.

– Tags: Incorporate relevant tags in your videos to improve discovery and allow viewers to discover related videos.

10. Boost your online visibility with a mobile-friendly website

For many people, their first interaction with a construction company is on a mobile device. When they need to find a local contractor, they search online and typically click on the first few results. Many will only look at the first page of search engine results. If your website is not mobile-friendly, you may be missing out on valuable leads. Responsive design ensures that your website is optimized for any screen size.

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.

11. Make the most out of online reviews and ratings

Consumers check reviews before making purchasing decisions, even if it’s just for a local plumber. If your construction company has positive reviews, you can attract more leads and build trust among prospective customers. Respond to negative reviews and offer solutions to complaints to show your commitment to customer service. The best way to get more positive reviews is by asking satisfied clients to leave them online.

12. Invest in PPC advertising

Pay Per Click (PPC) advertising is also an effective digital marketing for construction companies strategy. PPC advertising lets you target potential customers when they are actively searching for construction companies like yours online. You can select keywords that relate to your business and pay for targeted ads that appear on search engine results pages or social media sites such as Facebook and LinkedIn. PPC advertising drives qualified traffic to your website.

13. Host local events and webinars

Another great way to reach customers is by connecting with them directly. By hosting local events, you can get direct feedback on what your target audience wants from their buildings and from the companies that build them. You can also host webinars, which provide similar benefits without requiring you to travel or provide a physical space for attendees.

Construction companies could work with influencers for their digital marketing campaigns

14. The digital marketing for construction companies strategy of working with influencers 

Influencer marketing is an effective way to reach more people who might be interested in your services. Work with an influencer who is passionate about building their own house—have them document the process through Instagram stories or YouTube videos so followers can see what it’s like to go through this process with you as your builder.

15. Track and analyze your progress to identify what works best for you

One of the best ways to grow your business is by monitoring and analyzing your digital marketing efforts. This digital marketing for construction companies strategy allows you to identify your most effective channels, so you can focus your resources on them. For example, if you find that social media advertising generates more leads than Google advertising, you can double down on social media and allocate more funds to it.

To track and analyze your progress, begin by setting up goals for yourself and determine which metrics are relevant for measuring them. Then, create dashboards to visualize this data in an easy-to-read format. This way, you won’t have to spend time sifting through spreadsheets; instead, you’ll be able to get the information you need at a glance.

16. Advertise on industry-specific platforms

If you want to reach the people in your industry, then put your ads where they’ll be seen: platforms that are focused on construction. These can be anything from digital magazines to job sites to company directories. This way, you’ll also have an opportunity to network with other professionals and generate leads through them as well. Advertising on one of these sites will put your brand in front of an audience that is already interested in what you have to offer, which makes it much easier to get their attention.

Digital Marketing for Construction Companies

17. Publish guest posts on construction sites

Another great way to increase your visibility within the industry is through guest posting. Find websites that allow this and publish useful content there—it will not only get more eyes on your writing, but it will also help build up your reputation as an expert in this field! You can then use these articles as links back to your own site and improve SEO.

18. Add testimonials and images to your website

Testimonials and images are the bread and butter of a construction company’s marketing strategy. When people are looking for someone to build a home or work on their property, they’ll want to know if you have a good track record of success. They’ll also want to see what kind of work you’ve done in the past. The digital marketing for construction companies tactic of adding testimonials and images to your website is a great way to demonstrate that you’re trustworthy and competent, which will lead more people to conversion (i.e., signing up for your services).

19. Improve lead generation/conversion through calls-to-action

You need to have calls-to-action (CTAs) on every page of your website. These are buttons or links that prompt someone to take action, such as “contact us” or “start a free quote.” If you don’t have these CTAs throughout your site, then people will leave without contacting you. If there’s an opportunity for people to learn more about what you’re offering by clicking on something (like a link), make sure they know where it is!

Digital strategies for construction companies

20. Digital marketing for construction companies: start a Podcast

Finally, consider starting a podcast where you talk about topics important to your industry, such as safety precautions or new building techniques that might be useful for people who are thinking about renovating their homes.

Conclusion

Digital marketing for construction companies means being relevant to your customers and adapting to the ever-changing needs of the construction industry. It requires constant change, both in strategy and technology. For success, you must stay up-to-date with the latest strategies and tools in digital marketing. You must also stay committed to implementing these solutions in your digital marketing strategy.

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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