Guide to Marketing a Construction Companies: Comprehensive Strategies
Benefits of Content Marketing for Your Construction Company: 5 Reasons
January 22, 2024
Construction MarketingMarketing
Lots of companies use different ways to tell people about themselves. Construction companies often choose tools like ads and emails. They like these tools because they show results that are easy to see and measure. Plus, everyone else is doing it. It’s like when you see your friends playing with a cool toy, and you want it too.
But here’s something important for your construction company that it might be missing out on—content marketing.
If you’re thinking, “What’s that?” don’t worry, I’ll explain.
Content marketing might sound like a lot of work, but it’s actually one of the best ways to let people know about your construction company online. And guess what? It’s usually not too expensive.
If you’re new to the idea or not sure if it’s worth it, check out these Benefits of Content Marketing for Your Construction Company: 5 Reasons
01. Want your name to appear on the first page of Google search results.
If you wish for your construction company to appear on the first page of Google when people search for relevant keywords, content marketing is the solution. Quality content creation is the most powerful way to enhance your website’s rankings on search engine results pages (SERPs).
“A good SEO professional not only understands the searcher but the competitive landscape as well.”
— Ryan Jones
02. You desire better leads (and aim for substantial projects)
Content marketing brings in natural visitors.
Natural visitors = potential leads.
When you put into action a well-thought-out content marketing strategy crafted to boost your ranking for keywords linked to the common questions and searches of your ideal customers, you can attract more qualified leads. These leads are interested in the kinds of projects you want to take on.
For instance, imagine you want to construct more apartment buildings. Your content marketing plan should revolve around topics related to those specific projects. Creating content about constructing an apartment building, necessary permits, scheduling subcontractors, and similar subjects will attract leads specifically interested in those topics.
That’s what I call a qualified lead.
03. You aim to set yourself apart in a busy construction industry.
The field of construction is widely known for its intense competition. Typically, you’re confined to a specific service area, limiting the pool of available projects to compete for.
Effective content marketing helps set your presence apart in this competitive market in two significant ways:
1- It strategically places you on search engines for relevant topics, attracting a stream of qualified leads.
2- It establishes your authority in the market—higher authority correlates with better rankings for topics relevant to your construction company.
Understanding authority might sound complex, but simplifying it helps: the more helpful and thorough your content, and the more content addressing the questions your ideal customers ask, the greater authority your website gains.
As search engines acknowledge your website’s increased authority, you become more likely to appear as a top result for searches like “commercial construction company near me.”
04. Your sales team is tired of repeatedly answering the same questions.
Here’s another reason for your construction company to think about investing in content marketing: Your peace of mind.
Jokes aside, I’m willing to bet there are a few questions your sales team hears from almost every potential customer.
When you create content that addresses those questions, you not only reduce the workload for your sales team but also enhance your SEO standing.
If your sales team keeps encountering the same question, chances are prospects are searching for it on engines too. By crafting helpful, relevant content around those questions, you not only ease your sales team’s burden but also attract more of the qualified traffic you’re seeking. It’s a win-win!
05. You aim to reduce the sales cycle duration for your construction company.
Content marketing is crucial for digital lead generation, that’s a fact. Yet, one aspect many construction companies overlook is its ability to nurture leads on your behalf.
In today’s digital age, consumers do the majority of their research online before engaging with a salesperson, especially for construction projects. They explore top companies in their area, assess the type of work you do, review past projects, and more, all before making a phone call.
Having ready-to-go content puts you ahead in this sales cycle.
By creating content that addresses their questions, showcases your best projects, provides insights into project timelines, and outlines what they need before receiving a quality bid, you’re setting up your sales team for success.
Content marketing tools like email marketing, content offers, email workflows, and automated sales emails relieve the pressure on your sales team. When they can send relevant content to prospects not yet ready to decide, or when you’ve automated workflows to nurture leads without direct sales involvement, you’re actively guiding prospects through the sales cycle faster, with fewer repetitive tasks for your team.
Work smarter, not harder! Let content marketing work for both you and your sales team.
If your construction company seeks a competitive edge, aims to enhance its digital presence, and wants to attract and close leads more efficiently, content marketing is a reliable strategy to propel you forward.
If you’re ready to jump into content marketing, but aren’t sure where to start, And if you get stuck, the Orlicarpio team is always happy to help! Feel free to get in touch with any questions you might have, content marketing related or otherwise.
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