Marketing strategy for construction companies

How to market your construction company?

Marketing your construction company the right way is not always easy. Every industry has its own unique set of methods that will produce the best ROI. If you’ve been searching for unique ways to market your construction company, you’ve come to the right place. Here are eleven actionable tips that will answer all your questions about getting the right kinds of leads for your construction business.

#1 Construction Video Timelapse

This is something that everybody loves to watch – building construction timelapse. In case you didn’t know what a “timelapse video” is – it’s a sped-up video of cranes and construction workers rooting up a building from scratch. Construction video time-lapses are amazing to watch and are easy to make (just one camera that’s set to take pictures periodically would do). The best part is that these videos have the potential to go absolutely viral. Don’t believe us? Check out this time-lapse video of a simple shed’s construction that’s garnered a massive 392k+ views on YouTube. People love watching this stuff, and having timelapse videos of bigger projects gives a lot of credibility to your business’ brand and expertise. Besides, it’s one of the most fun things that you can do to market your business to reach the right people!

#2 Getting Listed on the Right Directories

There’s no better place for your business to be found than on Google! Someone who’s looking to go with another construction company or is hunting for construction businesses to build for them will do one simple thing. They search for you on Google. Even websites that help homeowners to choose the right construction company for their business advice them to do a quick Google search.

Google knows that people make searches like “construction companies Perth” like in the example below. And as a result of that this is what happens if you search using such a term:

construction

Google knows that consumers are specifically searching for businesses near them, and displays what they call a local 3-pack. This is a search result that is shown to specifically cater to the local nature of your search term, such as “construction businesses near me” or “construction companies in Fremantle”. Now, the million dollar question is: “Are you showing up on Google when you search for ‘construction companies *city name*’?” If you aren’t showing up here, then the answer is, “You’re losing out on a ton of leads for your business on a daily basis”. Showing up on Google’s knowledge panel requires your Google My Business listing to be optimised. Getting listed with accurate information about your business’ name, address, and phone number across the internet can help you show up as a top result on not only Google, but Yelp, YellowPages and Facebook as well. There are even industry specific directories/websites such as Houzz and The Blue Book that are exclusively built to help people find businesses like yours on the internet. If you’re not sure how your business is listed online right now, you can run a free business listings scan here to find out.

#3 SEO

Following on the topic of localised Google searches, your website’s SEO is also extremely important to show up on the top of search results. More importantly, for local businesses, it’s essential that you optimize your website and listings for a local presence. Add your city name in your website’s title tag like, “Parramatta Construction Company – Your House’s Builders”. Add a “Cities We Service” page to your website. Optimise your logos and images for the best loading times. There are a whole lot of things you can do here to maximise your chances of showing up on consumer’s searches. Take help from this printable local SEO checklist to get the job done.

#4 Insurance Coverage

Ah, insurance coverage. Things like general liability insurance, builders risk insurance, etc. that you need to spend money on can’t be pleasant to think about, but they are necessary. Clients, especially bigger ones, generally present a number of insurance requirements to you before you get started with a project. Make sure that you invest smartly in insurance and make the client feel reassured that they’re making the right decision by going with you over others. Clients trust a business that takes ownership, and showing encouraging numbers here can help you be renowned as a dependable business that has its client’s backs. This might significantly increase the number of word-of-mouth referrals that you get as well.

#5 Don’t lose or ignore your prospects

Regardless of whether you nail all of the above and produce innovative, niche content that attracts your target market, all of your efforts will go to waste if your sales process isn’t closely aligned. 

It seems simple, but too often marketing and sales become easily disjointed. Remember that every action you do needs to be documented – use Google shared drive to store information and share regular updates with your sales team on the follow-up process.

Working closely is what will set you apart from the rest: does everyone on your sales team follow the same process for qualifying and nurturing prospects? What automation software are you using to make the sales and marketing process easier?

Also, remember to document any issues you uncover along the way, and always look for areas within the follow-up process where prospects or customers may get lost or ignored due to a lack of time, energy and resources.

#6 Google AdWords

Google AdWords can provide you with a lot of quality leads if you get your digital marketing done right. As explained in this video from YouTuber Local Contractor Blueprint, SEO and AdWords together can be a great combination for promoting your construction company online. Targeting the right keywords and having a landing page that is well optimised can significantly improve your conversion rate while saving you money. Bidding for keywords like “construction company in Tulsa”, for instance (assuming that you’re based out of Tulsa) could earn you the chance of coming up on top of Google’s search results even if you’ve worked on content or SEO. Google AdWords is a great way to get your business in front of the right customer’s eyes.

#7 Reputation Management

Once customers find your construction company online, they are going to want to know how trustworthy and reputable you are. They’re immediately going to check the online reviews and star ratings that your company has received. If you have a low star rating or your past customers writing bad reviews about your business on Google and Yelp, your chances of earning new customers will take a hit. Working on your company’s reputation online is extremely important, and may make a day or night difference to some customers. 

8. Write engaging, niche content

Content creators within all industries are battling for one thing: a prospect’s attention. However according to Hubspot, ‘when people hear information, they’re likely to remember only 10% of that information three days later.’

And why is this? Because there are more distractions now than ever before – with more content being published on a daily basis, making it nearly impossible for small companies to compete.

So rather than dishing out as much content as possible, you’ve got to be creating content that’s engaging and most importantly, niche to your target audience.

We can guarantee that architects and contractors alike will be searching for a narrower, more targeted range of content to weed out material that is vague and unfocused for their query. Rise to the challenge by answering more specific questions to your personas, doing the research by identifying what they really need (as previously mentioned), and then providing it in the most effective, digestible way.

content writing

9. Get in front of the camera

Did you know that video content this year is predicted to represent 74% of all internet traffic?

This is not surprising when you consider how much more digestible it is to watch product demonstrations rather than consume the details in text form. As you develop a marketing plan for 2017, be thoughtful regarding which content could be better delivered through video.

Check out Celotex who have implemented impressive product information for their flat roofing campaign on Youtube, as well as their videos explaining technical terms and regulations on the blog.

Glazing Vision also incorporated the use of video to present their new box rooflight range, which includes brilliant product information and installation requirements.

10. Let email marketing reign supreme

Email marketing if implemented correctly can be personalised, targeted, and helps to expand overall reach, making it one of the most effective content distribution channels. Make sure email marketing takes up a significant amount of your content calendar this year in order to stay ahead of the game.

Could you be providing your construction audience with a monthly round-up of your case studies and technically-led blog content? What changes in building regulations are crucial for your audience to be aware of?

Build credibility by reinforcing your business as thought leaders.

However you have one chance to make an impression, and consumers’ eyes are drawn to certain words that indicate spam. For guidance on this, check out this useful list by Econsultancy.

You should also get in the habit of optimizing and retesting your various email campaigns to see what works best: A/B testing campaigns enable you to collate detailed stats in order for you to improve and refine your future campaigns.

Other tips? Where possible and particularly for campaigns, try not to include more than one call to action in an email – people receive hundreds of emails a day so keep them as short and concise as possible.

Check out these predictions from Campaign Monitor on how email marketing will transform in 2017, including the prediction of mobile payments coming to inboxes and new behavioral data that will help marketers dominate their competition.

Emails shouldn’t just stop there either. What about email confirmation when somebody downloads a whitepaper from your site? This is often overlooked and yet is the last impression you leave a prospect.

Honestly, there’s countless options to increase reach and land projects that you feel suit your business. If you would like to learn more about how this could help you, please reach out and ask- Get In Touch

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