10 Marketing Tips To Boost Your Construction Business
Construction is proving to be one of the busiest industries in the world today. With the help of construction scheduling software, new commercial buildings are popping up, residential areas are getting more houses, and both buildings occasionally need repairs and renovations. Because construction is currently high in-demand, competition is tough with several companies on the market. That’s why it is prudent to strategically advertise and market your construction firm to get noticed and gain more profit.
Why should you advertise your construction company?
Construction is unlike any other industry out there. Due to its nature of being time-consuming and physically taxing, advertising might be the last thing on a contractor’s mind. They would rather spend their time checking their subcontractor scheduling software to stay on top of things and ensure their project is a success. However, if they don’t invest in advertising, they might find that they won’t have any upcoming projects.
a. Gain more clients
The primary focus of advertising is to get more clients to choose you and your company. If you employ the right marketing strategies, you’ll have more clients sending you job offers, which, in turn, can drive up profits.
b. Recruitment
The construction industry is currently facing the problem of a labor shortage. One way to solve this is by advertising. With the right ad and the right message, workers will feel engaged to join your team. After all, your business can’t make money without employees.
c. Brand awareness
Clients prefer general contracting names that are well-known — they would not want to trust their project to someone they have not heard of. Through advertising, you can build your brand and make your company’s name prominent in the industry.
d. Show strength
Most companies have cut back on marketing and advertising due to the current economic situation. So, those who still advertise show that they are still strong and ready to serve. Clients will choose companies who are capable of delivering, no matter what.
10 Construction Marketing Strategies
- Bring it online
Although construction is not an online business, you are more likely to be seen online because almost everyone is online today, from older businessmen and businesswomen to young homeowners. One major strategy to get noticed online is to advertise on social media. About 75% of construction companies turn to social media to promote their name.
The company can have accounts on the major platforms and regularly post about their services, customer reviews and testimonials, and projects, both done and under construction. While you can run them yourself, hiring a social media manager is more practical.
Also, direct viewers to your website. When doing so, don’t just merely paste its link but be tactical and write a few words to encourage viewers to visit the site.
Aside from self-promoting, you can take advantage of the platforms’ ad features and have your ads pop up on the target audience’s feed.
2. Make your website informative, effective, and mobile-friendly
Another way to build your company’s social media presence is to make a professional website. By hiring a web developer, you can rest assured that the website will be professionally made, enticing viewers to become potential clients.
The website should be simple yet informative and effective. It should be easy to navigate and contain all essential elements of your company so viewers can find all necessary information in one place, particularly contact information and services offered. Moreover, mobile-friendly is a huge advantage as people spend more time with their phones than on a laptop or PC.
3. Take advantage of SEO
The downside of social media ads is that they cost you. But there is a way to market without spending a dime. Consider producing relevant content that will impress search engines and your site’s visitors. You need to understand your customers’ preferences and needs.
Once you know what they want, you can use several digital tools to search the best keywords and create engaging content around them.
4. Be specific and detailed about your services.
It can be tempting to let everyone know what you can do in one go, but this strategy is not effective marketing. It can turn out to be boring and scare away potential customers.
Instead, advertise one skill or service at a time. This will leave viewers engaged and wanting to know more about your other services. Plus, you can go more in-depth and detailed about your skills and services. Once they see what you can do, viewers will become clients.
5. Build relationships with related but non-competing brands
You can reach a broader audience when you partner up with similar businesses as yours. By engaging in cross-promotion, your company can touch an entirely new market.
When choosing brands to co-market with, think about a few factors:
● Who is your target audience? What are their other needs?
● Which brands are similar to you but not direct competitors?
● How can this company benefit me?
6. Take advantage of Google local service ads.
Google service ads are perfect for the construction industry. When these ads are properly configured, your company, with the company’s number, direct link, and a “Google Guaranteed Badge,” will pop up when someone searches for “construction companies near me.”
Using this strategy has several pluses: you get an endorsement from Google, the top spot in the SERPs, leads easily contacting you, and you don’t have to pay per click, just the leads.
7. Check on past customers.
Besides building your clientele by adding new clients, check up on old ones to ensure that they are still part of that list. If you think they had a positive experience working with you in the past, follow up to see if they have any upcoming pending jobs you might be interested in.
A few months after a project’s completion, checking up on them will impress them, making them feel like you care about them. Building and maintaining good relationships with customers is an excellent marketing strategy that could lead to more business. You could be their go-to contact for all construction needs, or they might spread the right word about you, making business good either way.
8. Feature employees
While it is good to show the company’s strengths and skills, showing your human side can attract more customers. Show potential clients that you care by featuring your staff’s smiling faces in marketing campaigns. This way, you can create a “personal” connection between you and the audience.
9. Prioritize testimonials and reviews
It would be best if you built an excellent reputation to succeed in this industry, and talking about your company can only get you so far. What will entice potential clients are past customers’ first-hand experiences of how great (or poor) your services are. It’s like that this is what new leads will look at first.
A few ways you can utilize good customer reviews are by:
● Posting them to social media and the company’s website;
● Encourage current clients to leave reviews on all major review sites (maybe incentivize them with awards); and
● Produce customer testimonial videos.
10. Deliver
The best and most sure-fire way to positively get your brand known is to deliver. Ensure that the projects you manage become successful in almost every aspect: quality, cost, and customer experience. It would be helpful to use project management software to assist you in supervising projects. It will make sure that materials are used wisely, the project is going according to plan, issues are immediately detected, and the builder schedule will keep your crew in line.
Even if the project is still underway, your company’s name can either be build up or brought down by word of mouth from the client. So, make sure that you have a good relationship with the client — let them be polite and make good on your word in every detail.
3 Construction Marketing Dont’s
Now that we’ve covered what you should do to successfully market your construction company, here’s what you should avoid.
- Not knowing your target market.
The first thing you should determine when marketing is who your target audience is. Starting with this will ensure that your brand and marketing campaigns are not all over the place. Once you know this, everything will follow fluidly because the content can be narrowed down and targeted to your potential clients.
If you fail to know who they are, you just might be barking up the wrong tree.
2. Having an unrealistic budget
Advertising and marketing come with a fairly hefty price, but that doesn’t mean you should cheap out to save some money. Remember, you will get what you paid for. If you set a meager budget for ads and marketing campaigns, it’s highly likely that its quality will be shoddy and won’t even serve its purpose.
Just think of marketing as an investment. If it does well, you’ll get more clients, thus making more money.
3. Neglecting the numbers
Marketing is not a one-off job. Metrics of your website should be tracked to see what strategies are working, which ones you can do without. The same goes for A/B testing. By doing this, you’ll find out which techniques are working to attract clients.
