That’s why we’ve outlined the top 4 digital strategies a construction company should leverage in order to make sure they’re spending their budget the right way.

1. Content

The content you write about, whether it’s blog posts, info graphs or leveraging social media platforms, says a lot about you and your company. It’s simple, the better content you put out there, the more customers appreciate it. The more customers that appreciate it, the more likely they will generate a sale. Content marketing generates three times as many leads as outbound marketing, drives six times higher conversion rates, and has the potential for an 8x boost in web traffic. In layman’s terms, it’s kick-ass. Are you putting out good content? I’ve researched many sites and a lot of construction companies have old outdated content. Why bother?

Not only does content marketing help in generating leads, but it also helps you understand who your customers are. Every customer requires a unique customer journey, so it’s incredibly important to know who your customers are and what specifically makes them want your product and service.

Awesome topics you can talk to your client base about include:

• Industry Trends
• Project Case Studies
• “How to” Guides
• Construction Safety Tips
• Tips for picking the best contractors

2. Videos

Construction in its purest form is an art. You’re building something amazing. It’s one thing to explain the development of a new project, and it’s another thing to show it. With modern-day video technology platforms like Vimeo and Youtube, you’re able to showcase your work to your clients, in real-time. Not only are you able to show it, but you can also choose from various cool methods such as VR, 360-videos, and point of view. How about the advancement of drones?

Construction videos on your website will set you apart from competitors in your market. These videos can be anything from “how-to” videos to video references and testimonials from customers along with industry partners and anyone else who would put your company in the light.

3. Local SEO

When searching for a contractor, consumers usually look for a professional in their area as it adds to the convenience of the job. 46% of searches have local intent. This means that instead of searching for a General Contractor, potential clients are searching for a General Contractor in Calgary. There are a bunch of great ways to increase your SEO, here are a few ways:

• Configuring your Google My Business
• Directory and Listing Citations
• Website Localization
• Review and Rating Management
• Quality Backlinks

Don’t worry if you don’t know what some of these mean, we would be happy to explain them to you!

4. Social Media

There are 25 million social network users in Canada. That’s a whole lot of potential customers. Don’t underestimate the power of social network marketing. Posting a few articles a week on your profile won’t drive the traffic you expect. You need to be creative an know who your market is to get the highest ROI. I can help you become a social media guru in your market.

A great way companies in the construction industry can leverage social media is through partnerships with various groups and micro-influencers.

Groups: Associations and Construction Specific Organizations (i.e CCA, Concrete Alberta.) are great groups to reach out to. Sharing your content with their followers is a great method to expose your service to a larger following base. This also allows for the associations to follow and repost your content with their followers.

Social Influencers: Micro-influencers are individuals with 10K-150K followers. These sorts of influencers are the best people to interact with on social media because their followers are very loyal and trust the content posted on their page. If they trust the influencer, and the influencer recommends your service, you’re golden.

Having a strong social presence allows you to engage with customers and subsequently creates brand loyalty. Your clients need to trust you. Social Media is a great platform to gain your trust and provide them with relevant content that they can relate to.

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As a result, you may face prejudice as a result of tardy, over-budget contractors that have spawned running jokes about the credibility of almost anyone in construction. And although word-of-mouth marketing remains a mainstay of any contractor’s livelihood, it is absolutely possible to convert cold contacts into satisfied customers that generate revenue for your company.

How can you do this successfully? Through careful and deliberate use of digital marketing tactics.

Is Digital Marketing Right for Contractors?

You may be wondering if digital marketing is really worth the investment. After all, is someone really going to sign on the dotted line after seeing the deck you built posted on Instagram? It’s not likely.

However, think about the last item you purchased. Maybe it was a shiny new sliding compound miter saw. Did you buy it because you saw a picture of it in an ad? Perhaps. But, more likely, you did some research on it, you learned about its capabilities, and you may even have watched a video about it. Or, you may already own tools made by that brand, and so your confidence in this saw was already built up.

Similarly, you, as a contractor, need to educate your prospects regarding your capabilities, your credibility, and your brand (yes, you have a brand).

Let’s talk about how you can do that using digital, or inbound, marketing.

1. Blogging

Blogging is intrinsic to any inbound marketing strategy. It does so much more than just filling space on your website.

Blogging will:

• Give you an opportunity to showcase your expertise
• Provide search engines more pages to crawl so that you can be found in web searches
• Allow you an organic spot to place a Call-to-Action, or CTA (schedule a free estimate, etc.)
  Display your images and allow your readers to pin them to Pinterest (extending the life of your post)

Here are a few trade secrets when it comes to blogging:

• Include keywords in your title and subheadings, but don’t stuff your post full of them. Think of the words people might search for when trying to find what you do.
• Always include at least one image.
• Use social sharing buttons so readers can spread the word for you.
• Hire an agency if you don’t have the time or know-how to develop a cohesive blogging strategy.

2. YouTube

Are you a master of mitering or a formidable framer? DIY videos allow you to showcase your expertise and your personality, as well as drive traffic back to your site through effective Calls-to-Action.

Homeowners want to see who they’re hiring and that you’re reputable and trustworthy. So make sure you dress the part during your video. Wear work clothes, but make sure they’re not ripped and full of stains, or from 1987. Yeah, that Van Halen tee-shirt is out. Instead, opt for a shirt with your company’s logo displayed on it and clean work pants.

Don’t forget to add relevant tags to your video description so that viewers can easily find your content.

3. Remarketing

Back when you bought that saw, I’m willing to bet you visited a website, perhaps from one of the big box stores, and a short time later you started seeing that same saw pop up on Facebook ads and in other places on the web.

This is because the store was using remarketing, or retargeting. The good news is that it’s not too difficult to do. You’ll need to install a Facebook pixel on your website, and a few other things that this helpful article from Hubspot will guide you through.

4. Social Media

I often hear from brands that they don’t know where to start when it comes to social media. There are so many options!

Are you using outdated marketing tools?

The truth is, you likely don’t need Snapchat, Instagram, Facebook, Pinterest, Twitter, and LinkedIn. However, you definitely need some of them.

As a contractor, you are in a very visual business. Who doesn’t like before and after pictures? With that in mind, here are some recommendations to get you started on social media that will likely help you grow your audience and your credibility.

Facebook

Facebook is getting in the habit of making brands pay for visibility. That’s okay because you’re going to pay them for that visibility when you launch your retargeting ads. Remember to verify your business on Facebook before you proceed with building followers and launching ads.

You also want to keep in mind that your Facebook account isn’t only about your brand, it’s about educating your prospects. Share tips and relevant info on a regular basis, including those that don’t originate with you.

LinkedIn

LinkedIn is your online resume. However, it’s more than that. It’s a place where previous clients can provide testimonials, further building your credibility.

You should have a company page as well as a personal page.

Instagram

Instagram is where you get to display your personality and your craftsmanship. A little goes a long way, though. Don’t even think about spamming feeds with dozens of pictures of your new renovation project.

The post Top 4 digital marketing strategies for general contractors (construction) appeared first on Esquared Consulting Inc.