An effective construction marketing strategy needs to still employ traditional methods like print advertising and direct mail, but it's also crucial to include digital marketing into the mix. Here at NITRO PLUG Digital Marketing, we offer marketing for construction companies in a variety of ways from search engine optimization (SEO), pay-per-click (PPC), social media marketing, email marketing, and even help construction companies improve their online reputation.
Most consumers begin their information gathering and buying process online, often with a Google search of keywords related to the services they're seeking. To compete in today's marketplace, you need a digital strategy that builds authority, drives traffic to your website and converts visitors into qualified leads for your business. Furthermore, you need to have processes in place for nurturing prospects and re-marketing to past purchasers.
If you're not familiar with online construction marketing these tips will help you plan a cost-effective construction marketing plan that will set your company apart from the competition and turn your website into a 24/7/365 construction lead generation machine.
Construction marketing is not only effective, it can be a low-cost way to increase your visibility and develop your brand. There are many proven and effective digital platforms that can be used to attract new customers and increase business. Here are some options to explore.
Whether you run a small construction company or a large design-build firm, social media is an excellent opportunity to give consumers a personalized, behind-the-scenes look at your operation. When properly used, social media marketing is an effective tool to target, reach, and engage with potential customers, and communicate with existing clients. If you're not actively using social media as a construction marketing or construction lead generation tool, you're missing a huge opportunity to grow your business.
Not sure which platform to use? There are several great choices for construction marketing and lead generation. Facebook is still the king of B2C (business to consumer)marketing. LinkedIn is also a great platform; however, it is more oriented toward B2B (business to business) selling. LinkedIn is also a great platform for engaging with other businesses and executives in your industry, like manufacturers, potential subcontractors, or if you’re a sub, potential GCs.
Remember, when engaging on social media, honor the 4:1 rule. For every four posts, only one should be “salesy.” Focus on “information sharing.” People don't want a hard sell; they're looking for relevant information. Provide it and you'll build trust and authority.
Many construction companies overlook email marketing because of the misperception that it's expensive or they don’t believe that it’s a good form of construction lead generation. The fact is, there are free email marketing services like MailChimp that are great for construction companies. You can send up to 12,000 emails each month at no cost! Additionally, MailChimp is easy to use and offers templates to create professional-looking email designs without coding. More importantly, email marketing for construction companies is an excellent way to stay in touch, show off your work, and even earn repeat business by staying top of mind with your construction leads and clients.
Email marketing for construction companies is also an excellent way to provide insight into who is engaging with your company and leveraging that information to drive construction lead generation. You can track who opens your emails, whether they clicked on any links, or took any further engagement actions. Then, pull lists of your most engaged audience and leverage that data for re-targeting and construction lead generation on other platforms such as Google or Facebook.
Your website should be the lead generation hub of all your construction marketing efforts. Email marketing, social media marketing, PPC marketing, and all your construction marketing should direct readers back to your website where they can learn about your services and contact you for estimates.
Your website needs to be constantly evolving by adding unique new content. Your website is the top tool in your marketing construction marketing arsenal.By populating it with unique, relevant content you'll build trust in your business, authority in your industry, and become a driving force for construction lead generation.
If you don't currently have a website, or you've been treating it as a static online“brochure,” you need to reconsider its role in your overall construction marketing strategy. By consistently posting unique, informative, relevant, keyword-rich content you can drive traffic to your website through organic search engine optimization (SEO). Marketing for construction companies requires a quality website to help drive traffic from all your marketing efforts and is essential to search engine optimization, even local SEO.
A great way to keep your website vital to search engines, and consumers, is to include a blog.Blogging is a great way to provide the types of educational material your visitors are looking for. By consistently posting two or more articles a month you'll keep your blog current and dynamic. Using keywords and long-tail key phrases in your blog posts will make your blog visible to the search engines and improve your ranking for those relevant search terms.
Remember, blogging is a process. While you might see a big immediate traffic boost from social media, blogging takes time to establish, however, if you consistently post new content on your blog, you will eventually see a big boost in traffic, conversions, and sales.
Viewers tips for doing small home improvement projects, reviews of materials or new products, educational videos explaining design concepts, or even short videos like “What is three-phase electricity?”
Remember, just because you're using a new medium (digital) to reach your audience, the same design best practices apply. Construction is one industry where phone calls are critical. Whether it's a local homeowner looking for help, or a developer looking for a partner, make sure they can find you online and off!
Always make sure to include your phone number in all your marketing efforts. Whether you're running a PPC ad on Google search, or a flyer at the local market!Display your phone number prominently on all your construction marketing materials. Make it as easy as possible for potential clients to contact you.
Remember, there's a place for sales, and that's in your paid advertising! Keep your online content like social media posts, blog posts, and email marketing predominantly educational. Practice the 4 to 1 rule in all your online marketing. For every four posts, make three educational and one “salesy.”
Online construction marketing is a great way to engage with potential buyers of your services. When creating a marketing strategy focus on educating the consumer.Educational content is a great way to build authority, brand awareness and keep your company front of mind with consumers. If you are interested in learning how Nitro Plug can help grow your construction lead generation, contact us today.
Maxine has extensive experience in the digital space and in driving positive experiences for clients. Her background touches large companies, where she successfully led marketing teams through grownd-breaking initiatives.See All Works
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