If your construction company is going to survive, it needs to consistently generate new business. And to do that, you need a cohesive digital marketing strategy. You can make your company more visible and generate more traffic through various online channels and eventually generate more leads that your sales team can use to close more deals.
In this blog, we’ll expand on these digital marketing best practices:
- Build a Company Website That Prioritizes the User Experience
- Distribute Content That Construction Decision-Makers Are Searching for Online
- Establish Relationships With Prospects Through Relevant Social Media Platforms
- Use Local SEO, SEM, and Digital Ads to Bring in the Most Promising Leads
- Offer Customers an Incentive for Leaving a Review of Your Construction Services
Build a Company Website That Prioritizes the User Experience
The true center of your construction lead generation strategy is going to be your website. Your website is going to be connected to almost every other conceivable digital marketing strategy you plan. It’s where you’ll host landing pages for your paid ad campaigns, where all your blog content is going to be hosted. It’s even where you’ll send your social media followers when they’re ready to convert.
Accordingly, your website needs to be as polished and presentable as possible. The design, the functionality, the writing, and the organization all need to be on point, demonstrating your construction company as a leader in the industry while making it easy for users to find whatever they’re looking for.
Your navigation should be prominent and intuitive, with the following pages at minimum:
- Homepage. The first thing visitors see when visiting your website is often your homepage, so this page needs to be generally informative and connected to every other page of your website. Give people a rundown of the construction services you offer, the perks of working with your company, and a peek into the other content you offer in the deeper pages of your website.
- Solutions page. Here, you can talk about all the construction services you offer to your clientele. What construction solutions do you sell? What are your areas of expertise? What types of construction projects are best suited to your areas of specialty?
- About Us. On the About Us page, you can provide visitors with more details about the nature of your construction company, from the time of its founding until now.
- Why Us. You’ll likely be competing with other construction companies on various projects, so it’s important to persuade your visitors that yours is the best construction company for the job. Why should people choose you?
- Blog. Blogging for a construction business isn’t merely a hobby; it’s one of the best digital marketing strategies you can incorporate. We’ll talk about that more in the next section.
- Contact. You also need to make it easy for your prospects to reach out to your construction company for more information. Contact pages can be short and concise, but they should also be persuasive.
Some construction companies also benefit from having a page with frequently asked questions (FAQs), like the following:
Distribute Content That Construction Decision-Makers Are Searching for Online
One particularly effective digital marketing strategy for a construction company is content marketing.
Content marketing is an example of an inbound marketing strategy; rather than trying hard to reach out to new people, selling your services, the goal with inbound marketing is to naturally attract people who are already looking for construction services. Writing descriptive, informative, and helpful content allows you to do this. If you have a sufficient archive of construction content, and you’re willing to distribute and promote that content, you should be able to attract more prospects across various channels.
Take a look at the best benefits of content marketing for construction companies:
- Optimization for search engines. SEO value is huge for any content marketing strategy. SEO stands for search engine optimization, the practice of improving and tweaking your website so it ranks higher in search engines, thus generating you more organic traffic. Every blog post you produce is a new page that can rank, and an opportunity to optimize for a new set of keywords.
- Value in email, social, and other strategies. Do you practice other marketing strategies for your construction business, like social media, email, or traditional marketing? You can use content across all these channels to draw more people in.
- Authoritative appeal. Prospects won’t want to work with your business unless they’re convinced you’re true experts in the construction industry. Your blog is your opportunity to prove that you know what you’re talking about.
- CTAs and conversions. Throughout each blog, you’ll have multiple opportunities to include calls to action (CTAs), motivating your readers to reach out to your construction business for more information or a free quote. It makes content ideal for lead generation.
- Relatively low costs. You’ll also be happy to hear that content is relatively inexpensive to develop, especially when compared to other marketing and advertising approaches.
We collaborate with growing construction companies across the nation to help them build websites and create content that brings in potential buyers. Learn about our approach to construction lead generation here.
If your construction content is going to be effective, it needs to be properly targeted to appeal to decision-makers in your target audience. That means you need to choose the right topics and cover them adequately.
These are some strategies that can help you do it:
- Choose strategic keywords. SEO isn’t going to help you much unless your work is strategically focused. That means you need to use keyword research tools like those offered by SEMRush and Moz to choose the right keywords for all the content you produce.
- Ask clients for ideas. It’s also a good idea to talk to your existing clients about the types of construction content they’d like to see. Do they want to know more about the design phase of construction? Do they want to see a breakdown of different viable building materials?
- Learn from competitors’ content. Check out the types of content being produced and promoted by your competitors. Are there any topics they’re missing? Are there certain topics you feel you could cover better?
- Get feedback and improve. Finally, collect feedback from readers once you have several articles published and syndicated. Do they have ideas that could make your content better?
While having the right written content is important for accelerating your construction digital marketing strategy, it’s also essential to create and share photos and videos of your construction projects. For example, time lapse videos are a great way to showcase your projects from start to finish. Not every job site needs to be filmed or photographed; however, potential construction buyers love to see a before and after, allowing you to provide them with a case study of your services, encouraging them to sign on with your business.
Establish Relationships With Prospects Through Relevant Social Media Platforms
Developing a stronger social media following can help your construction company in several ways. It’s a natural way to bring more visibility to your brand, it gives you a chance to forge relationships with potential prospects, and of course, it’s an excellent platform for generating traffic to your website.
The question is, how do you build a better following on social media?
It’s important to be as active as possible on your social media profiles, posting new content and interacting with others on a daily basis. It’s also a good idea to get involved in communities and groups relevant to the construction industry and to follow others. Exercise patience here, as building a social media following takes time and isn’t always straightforward or predictable.
As we mentioned earlier, creating and sharing videos of your construction projects is essential for showing the impact of your services from beginning to end. Sharing them on social media is a great way to capture the interest of potential buyers in your target market. This allows them to see where the projects starts and what the finished job looks like, giving them the opportunity to see for themselves what your work looks like and whether or not it’s something they see as valuable.
If you want to use professional social media networks like LinkedIn to generate more leads for your sales pipeline, read our blog here.
Use Local SEO, SEM, and Digital Ads to Bring in the Most Promising Leads
Marketing for construction companies must overcome an especially tough challenge: competition. You can’t eliminate your competitors, but you can narrow the scope of your competition by focusing exclusively on a specific area. With local SEO, local ads, and other locally optimized strategies, you can target people in specific cities and increase the relevance of your ads and content.
Filling out your Google Business Profile only takes a few minutes, and it can get your local optimization strategy moving in the right direction. You can also start producing more content relevant to local audiences, optimizing for specific local keywords.
Additionally, sharing construction project images and videos are great for your local SEO impact because these assets carry meta data for location, allowing potential buyers in your service region to find your company online.
Offer Customers an Incentive for Leaving a Review of Your Construction Services
Reviews are a fantastic way to generate visibility and a better reputation for your construction company. They’re also great for local SEO. Unfortunately, most people don’t leave reviews without some kind of external motivation. Consider asking your best clients to leave reviews of your construction services, or offer incentives for doing so.
It’s also a good idea to respond to reviews when you receive them, especially if those reviews are negative. It shows that your construction company cares what other people have to say – and it can be a way to attract even more reviews.
With a better website, a clear content marketing strategy, investment in social media engagement, and attention to your local customers, your construction company can achieve a much more competitive and sustainable position in the industry. You’ll develop a better reputation, generate more traffic, and win more construction jobs.
Is your construction company ready for a powerful stream of new leads? Are you interested in becoming the dominant construction competitor in your local area? We want to work with you. We’ve helped countless construction companies like yours achieve their online marketing goals – so what are you waiting for? Reach out today!
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