Believe it or not, around 93% of construction companies said that they would be increasing marketing activities in 2021. Makes me wonder. Simply leveraging marketing won’t always work. 74% of the construction web marketing campaigns fail. You need to be diligent. You are a business in construction and you need to understand what your marketing ROI is. There’s an investment in time (your time too) and money to getting a message out to your target market.
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 I’ve researched many sites and a lot of construction companies have old outdated content.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.
