Marketing is a crucial focus for those in the construction industry. Unless you’re having difficulty booking work. Marketing your business is the most essential thing in your mind.
The industry presents unique challenges, whether you are a solo operator or a multi-person team. It is crucial to make sure your marketing strategy does not get overlooked as your competitors take all the jobs in the area. What can your construction company do that will make it stand out? These 11 marketing tips will help you out-book your competition.
Make sure your number is easy to find wherever you go
There are some industries in which phone calls can be crucial, such as construction. Your leads won’t be able to contact you if they have too many obstacles, whether it’s a homeowner who needs help with their kitchen remodel or a large development company that is looking for a contractor to handle larger projects.
Your well-managed number should be linked directly to your company’s name, regardless of whether it is on a Google search, billboard on the street or flyer at your local supermarket.
These three listings were immediately found when I searched for “construction companies” in Boston. All three listings had numbers, but only Sula Valley’s number was easy to find in the upper left corner of their website.
As I clicked on their Facebook page, I saw their number in the “About” section.
This is an excellent example of a company that does this well. You want to make it easy for leads to reach you. Make sure your phone number is visible above the fold. It should also be tied to any brand material on other websites. Also, make sure someone is responsible for following up on incoming calls.
Install Google local service ads
Although I recommend using standard Google Search and Display ads for marketing purposes, it is a good idea to use Google’s local service ads for construction marketing. Why? This ad type can be tailored to your industry. If these ads are properly configured, and someone searches for “construction company nearby me”, your service ad will be displayed with a “Google Guaranteed Badge”, along with a link to your number.
“One of the coolest things about this is you only pay per lead, rather than per Click,” states Matt Bermudez marketing manager at Yael Consulting.
Google endorses you as the best SERPs ranking, breaking down all barriers so that your leads can easily contact you. You only pay for leads. This is the best you can get.
Your website should be useful for customers
According to Blue Corona, 63% of customers use a contract company website first to find and interact with them. 30% don’t consider a business without a website.
A website that is attractive, easy to navigate, and doesn’t make your leads feel overwhelmed or turned off is crucial for success in construction marketing.
The Killian Construction Co. example is my favorite. It has a clean and simple homepage with easy-to-navigate tabs that provide all the information that a lead might need. The top left corner also has a contact us section.
Killian’s website also features slideshow highlights from their portfolio that help leads get a sense of past projects.
Social media is a great way to target your audience in a super niche manner
It is not surprising that social media has become so popular and widely used. According to JBK, 75% of construction companies promote their businesses via social media . This is both a good and a bad thing for construction businesses. Although there are more opportunities and places to promote your business in construction, it can be difficult to stand out in a crowded area.
Social platforms such as Facebook and Twitter are great because you can be very specific about your targeting. These platforms require that you specify your target location first.
Next, consider your target audience. How do they compare in terms of income? What about their interests and behavior? Maybe you have several target audiences. Perhaps creating campaigns that align with their content makes sense. There are many options, so you can explore the best ones and you will soon be speaking directly with your target audience.
Keep in touch with customers who have been there before
Building your audience means keeping those you already have. I’m talking about encouraging past customers to return. It doesn’t matter if it was a small job that you did last year for a family member or a large commercial project that you did several years ago. If your customer experience was positive, it might be worth asking if there are any future needs they don’t have the time to address.
Jonathan Weinberg is the founder and CEO at Builder Prime. He says, “You should follow up with your customers a few months after you have completed a job to see if they need any assistance.” It will impress the customer that you called, and could lead to more business.
It is a great strategy for building relationships. Not only will it make you happy, but it could also help you to get new customers through referrals.
Create compelling video content
One-third of internet traffic is spent viewing video. video leads to a 157% rise in organic search engine traffic for businesses. It is obvious that video marketing is an essential strategy. This is especially true for a visually-intensive industry such as construction. Many beautiful things can be found in construction projects, so why not showcase them with engaging video content.
You can also give your brand personality through video. You can make your company seem more human by creating videos that showcase your projects or show the construction process. Or, you could create a video about your company’s culture to highlight the unique personalities of your employees.
The quick Facebook video from S+H Construction is great. It shows one of the founders expressing her pride in being part of the company’s 40-year growth. It’s very cool!
Feature your employees
Construction marketing is difficult because of the high level competition. However, it also requires trust from your leads to convert them to customers. There are many stories of construction disasters that raise the trust threshold for this industry.
It is important to show the human side of your company. Your leads will feel more connected to your business if they see your employees in your marketing campaigns. This is just one step to increasing their trust in you and your products.
Incorporate a human element to all your marketing campaigns. It’s as easy as having your staff appear on the homepage. McCormick Home Solutions did this in the example below.
Grogan Building Supply posts photos of employees often on Instagram in celebration of a workplace success or birthday. People love to see the human side of your business because it helps them feel closer to you, which in turn increases their trust.
Always prioritise customer testimonials and reviews
Let me reminisce about my previous rant about customer trust. There is no better way than letting your satisfied customers speak for yourself. Trust in the construction industry is only possible if you have good reviews from multiple sources. This is what new leads will look for when researching your company.
How can you ensure that you have all the information needed to review? Here are some tips:
Your website should include testimonials and case studies from customers.
Make sure that your paid and Google search campaigns include reviews.
You can check the status of your Yelp Page, Google Reviews, Angie’s List, and other Google Reviews pages.
Encourage happy customers to leave reviews on major review sites. Give them a reward or raffle.
To promote your social media channels, create customer testimonial videos.