Construction Marketing: How Builders Can Harness the Power of Digital Marketing

The immediate future of the construction industry looks optimistic, with a forecast growth of around 5.5% over the next four years.

But is your construction business ready to capitalize on this growth and win more customers and higher revenue?

If you’re unsure of the answer, you may want to revisit your digital marketing strategy. Read on as we reveal some of the latest and most effective construction marketing strategies. 

Social Media

As a bare minimum, use social media to create a page and profile about your construction crew. Potential customers will likely search for you on places like Facebook and Twitter before they use your services. 

Use social media to share testimonials and case studies, too.

Ask previous customers to add a review to Facebook or Google, and turn your most impressive projects into detailed case studies to share on social media. Or try adding behind-the-scenes content to places like Instagram stories

You can also use social media to promote specific services. For example, you could offer a time-limited discount and share that with your social media followers. 

Video

YouTube is a fantastic way that a construction business can reach a targeted audience.

You could create a YouTube channel and provide tutorials about construction techniques, health and safety guides, or behind-the-scenes videos about a recent construction project. 

By providing regular, high-quality video content, you’ll attract a new audience and improve your reach as a business.

To turn this into sales, you’ll need a powerful call to action and links on your videos to encourage viewers to visit your website to learn more about your services. 

Try Targeted Advertising

PPC advertising is the best option if you want quick results because you’ll get traffic to your website within 24 hours of your ad.

When running a PPC ad, which stands for Pay Per Click, you only incur ad costs when someone clicks on your ad. So it is relatively low risk compared to other forms of advertising.

The best way to get results with PPC ads is to understand your targeted audience clearly. You’ll want to know as much information as possible, including their demographics, interests, and online habits (e.g., which social media platforms they use).

If advertising on Google, you’ll also want to research the most likely keywords your target customer will type into the Google search bar. 

Another effective way of using advertising is to target a local audience. Select the location where you operate, and target this in the ads platform. Include this location in the graphics and headlines when creating your ad designs.

Provide Free Tools

A clever technique for getting more traffic to your website is to provide free tools that people can download. The bonus is that you don’t need any coding experience to do this.

You can hire a freelancer to create something small and low-cost for you but something of added value.

For example, you could offer an online estimator tool that your audience can use to help create a budget for their construction project.

If you use the tools to promote your brand, you’ll find it’s an effective way to market your business and generate more leads. 

Another way to promote your businesses via tools is to build a free mobile app. You can offer something design-related or even use this to provide tutorials on construction. 

SEO

When potential customers want construction companies or professional builders, one of the first actions they’ll take is to head to Google and start doing some research.

That might include topics such as how to start their project, working out a likely budget, or researching potential businesses.

So you can use this to your advantage by creating content that answers the most pressing questions for your target audience.

If you do this well, you can focus on SEO to get this content to appear on page one when people type their questions into Google. 

The starting point for SEO is keyword research. This will help you uncover the right keywords and phrases. Once you know this, you can brainstorm a list of articles to help answer these questions.

Don’t forget to create videos with these keywords and phrases, as Youtube videos also feature in search result pages on Google. 

Chatbots

Chatbots are a form of AI that provides online chat conversations, and you may have seen these on websites – often offered as live chat services.

These are valuable tools for digital marketing because they can help your website visitor get to the right page, which makes it more likely you’ll convert that person into a new customer. 

You can also use chatbots to market and promote your business by using them on platforms such as Facebook Messenger.

For example, you could create an automated conversation to get a potential lead to book a free consultation call with your team to discuss their construction project. 

Email Marketing

Email marketing involves attracting website visitors to your email list and promoting services to them via email. It’s the perfect method for a construction business that wants regular leads and customers.

Start with a landing page that will allow people to sign up for your email list. You’ll need to provide an incentive, so offer a freebie such as an eBook on a relevant construction topic.

When someone signs up, send automated emails to tell them more about your business.

You could share customer testimonials and case studies or include a link to some of your video guides. Each time you email, it’s a chance to build a relationship with that customer.

Occasionally, you can invite your email subscriber to take that next step. It might be to arrange a phone call or a Zoom consultation, or it could be an in-person quote. 

Write Your Construction Marketing Strategy Now

You’ll need a modern digital marketing strategy for these rapidly changing times to get ahead of your competition. Use these construction marketing strategies to craft a new plan that will help you generate more leads and customers next year. 

For extra support and guidance in putting together a winning digital marketing strategy for your business, get in touch with our experienced team.

You can do that by filling in this form to tell us about your business and goals, and we’ll explain how our construction marketing services can support your aims.   

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