5 Digital Marketing Strategies for Construction Companies
Do you need help with digital marketing? This article is for you. Digital marketing is now the greatest lead generating tool your business can use. In this article, I go over what I consider the top 5 digital marketing strategies you need to be doing for your construction business.
88% of Australians actively use the internet every single day (Statista, 2018). This means, that I can almost guarantee you all your future clients use the internet. Plus this percentage is going up every single day as more people connect to the internet. You’re missing out on reaching these people if you’re not using digital marketing.
In this article, I’m going to go over 5 digital marketing strategies that construction companies can use to generate more clients and leads. These marketing strategies are designed to be actionable and bring a ROI for your business within 3-10 weeks.
1. Get ranked highly by Google (SEO).
Without a doubt, search engine optimisation (SEO) is the king of digital marketing. SEO is essentially the process of increasing the visibility of your website in Google. In order to get ranked highly by Google, you need to have an excellent website and do the fundamentals of SEO really well. Although this may seem incredibly daunting, the results in the long run will be worth it.
Imagine if your ideal client searched “construction company near me” and your website popped up first. This would give your construction company so much more exposure. Your construction company must be found on Google, otherwise you’re missing out on so many potential customers. 3.5 billion searches are completed on Google everyday, so don’t miss out on this source of traffic.
Now I don’t have the time to explain the process of SEO, but there are plenty of amazing tutorials out there that do explain SEO. Here’s my greatest tip when it comes to SEO. You need to focus on content, by this I mean, blog posts, podcasts, videos, infographics etc. Content is vital on the internet because it holds peoples attention. Let me explain to you what I would do if I owned a construction business.
You’re a small home builder, and you’re looking to expand your digital presence online in a cost effective way. I would want to start producing content, like helpful guides and articles for frequently asked questions that people have when building a house. For example, I imagine a common question would be “what are a list of expenses I should expect to encounter when building my own home?”
I would then write a high quality blog post answering this question, and this would drive traffic to my website. Because people will search that question on Google, and then Google will show them my article. But remember your content has to be of high quality, otherwise Google won’t show your content.
This is essentially how the strategy of SEO can lead to your business generating more clients.
2. Build the best website possible.
Now I can guarantee anyone considering your construction company, is going to look at your website. So your website needs to be as perfect as possible. Your website should be a lead generating machine for your construction company. So you should be encouraging your website traffic to become a lead, so that you can contact them and convert them into a paying customer.
Your website needs to be optimised for both mobile and desktop devices. It is especially important to be mobile optimised because more people are searching on mobile phones than desktop computers.
Picture this scenario.
A couple is looking to build a house, so they search Google for local home builders in their area. Great news, your website pops up! They click on the link and get directed to your website. However… the website doesn’t load properly on their phones and they eventually click off your website because they can’t use your website. So they go to your competitors website, and get in contact with them because their website is easy to use.
Congratulations, you’ve just lost a potential client.
This is the situation you want to avoid at all costs!
And the best way to do this, is make sure you make sure you have a professional website setup for your business.
3. Produce and share video content.
Youtube is 2nd biggest search engine behind Google. So you need to posting videos on Youtube to increase the visibility of your construction company online. Videos offer a great opportunity to showcase the buildings you have constructed. This gives your construction company great credibility if you can show potential clients videos of work you have completed.
Videos can serve so many purposes here’s a list of a way you can use videos for your construction company.
Testimonial Videos: Highlight how happy your past clients are by filming an interview with them. This is amazing for increasing the trust that people will have in your business. I recommend having a whole page on your website for testimonials, so that potential clients can scroll through and see all the happy clients you have.
Showcase Videos: You’ve put a lot of hard work into constructing amazing buildings. Get a videographer in to record and showcase your construction efforts. This will show your potential clients the high quality results you achieve. Plus this will further increase their trust in your construction company.
About Videos: Don’t be afraid of getting in front of a camera! People love listening to stories, so tell the story of how your business was started, this is the simplest way to structure the video. This small insight can give your customers an emotional attachment to your business and may be the difference between closing a deal, or not.
Service Videos: It can sometimes be complicated to explain the different services you offer by text. Video is visual and audible, making it super easy to explain your services. Although your services might seem straight forward for you, potential customers might struggle to understand, so make it super easy for them!
I wrote a seperate article about how to use video marketing to generate more leads, if you want more information.
4. Post high quality, interesting content on Social Media.
Social media is a platform where people spend a large amount of their time. So it’s important that your construction company is on social media so people can find your company. Social media is all about connecting human to human! So it’s no longer acceptable to only just be a business on social media, you have to be human too!
Here’s a few strategies for posting high quality, interesting content on social media that humans will actually enjoy consuming.
Show your face: As mentioned previously, don’t be scared of showing your face. It gives us an emotional connection to your business, which is exactly what we want!
Use videos: People love to scroll through videos, so cater to their interests and post more videos. There are really no excuses for not posting videos, everyone has a phone with a video camera.
Avoid sharing boring articles: Nothing is worse than seeing a social media account that just shares articles off the internet, I can guarantee that no one is reading these articles.
5. Experiment with Social Media Advertisements.
Running ads on social media is cheaper than you expect and can offer a great return on investment. Facebook ads are a great place to start, as you can spend as little as $1 per day. Facebook also offers very detailed targeting, so you can target your ideal customer. As opposed to other advertising mediums where you can’t choose who sees your ad and you have to waste money showing your ad to everyone.
This is the power of digital advertisements, you can pay to reach your ideal customers, and you don’t waste money on people who aren’t interested in your services.
I filmed a video about how construction companies can use Facebook Ads to generate leads. Give it a watch if you’re interested in how to get started with Facebook Ads.
Over 59% of the worlds population actively uses the internet (Statista, 2020) this is why you need to being doing digital marketing. Now is the time to embrace digital marketing and use it to generate more leads for your construction company. Trust me, the results will be worth it.
Don’t be intimidated by the many aspects of digital marketing. I believe the best approach is to choose one strategy and master it. From there, learn another digital marketing skill and apply that to your business. And before you know it, you’ll have several digital marketing strategies working for your organisation!
I hope you learnt a few things from this article about marketing for construction companies. We run a digital marketing company, and know a few things about construction marketing. Checkout our the construction marketing services we offer if you need any help with digital marketing. We’re an Adelaide (South Australia) based digital marketing agency, but we serve clients all around the world.
