To compete and succeed in the highly competitive construction industry, today’s construction companies – whether they are selling to other businesses (B2B) or to consumers (B2C) – need to bring their marketing into the digital age, developing strategic marketing plans that attract and engage both customers and job candidates. Impactful digital marketing programs include these 5 strategies:
1. A Well-Designed Website that is Optimized for Search (SEO)
The first element of a digital marketing strategy is an informative, easy-to-find website. There have been many studies conducted to determine how customers/clients find the companies with whom they do business. When it comes to construction and similar work, more than 60% of clients rely on company websites to find a contractor.
But it’s not enough to have a website that just lists your services. Your site needs to be attractive and reflect the brand and values of your company. It needs to give the visitor the same feel they would receive by walking into your office and talking to you.
Further, your website needs to be easy to find. This is where Search Engine Optimization (SEO) comes in. Simply put, SEO is the practice of increasing your online visibility by optimizing your online content so that search engines (such as Google, for example) show it as one of the top results when certain key words are entered in the search bar. Elements of a comprehensive SEO program include keywords and phrases used throughout the content on your sites, backend programming methods that bring your sight higher up in the search engine hierarchy, and building a network of links from other reputable websites.
2. Social Media Marketing and Paid Search
The popularity and widespread use of social media platforms make social media an effective tool for marketing construction companies. Companies need to embrace social media such as Facebook, Twitter and Instagram for B2C companies and Facebook and LinkedIn for B2B companies. These platforms can help you build your reputation and build relationships with potential customers and employees.
Social media platforms also provide powerful targeting tools that can help companies get in front of specific targets. Ad targeting allows companies to run advertisements that appear only to their target market. Ads can be based on geographic area or prospect demographics (income, interests, and behaviors). Either way, these powerful targeting tools allow construction companies to select who sees their ads.
3. Content Marketing
Content marketing involves creating and distributing content that attracts attention. Articles, blog posts, interviews, infographics and other relevant written and visual content pieces help to promote your brand and your expertise, building your reputation so that prospective clients or job candidates view you as a top expert in the field. In addition, content strategies contribute to your website’s SEO – making you more visible to your customers and prospects.
4. Video Marketing
Whether you are looking for a way to demonstrate the work you do on your company website or a way to recruit customers or employees through social media such as Facebook, LinkedIn or YouTube, creating compelling video is a key component of any successful marketing program. Studies have shown that video marketing is a highly effective strategy in attracting and converting customers. It is also a cost-effective tactic.
Videos can take many forms. Video can be used as advertisements, tutorials or as part of content marketing. You can use video to show a project from start to finish, conduct an interview or demonstrate your company culture – the possibilities for telling your story through video are endless. In today’s visual world, there is no substitute for video marketing.
5. Email Marketing
Email is an inexpensive way to stay in contact with your customers and to introduce your company to prospective clients. Emails can be quick teasers that entice prospects to click to particular pages on your website or informative pieces that update current clients on company news or highlight your latest projects.
When it comes to marketing, construction companies have moved into the digital age to compete for business and recruit talented employees. A well-rounded program and an experienced marketing partner is the key to success.
