Guide to Marketing a Construction Companies: Comprehensive Strategies
Guide to Marketing a Construction Companies: Comprehensive Strategies
March 8, 2024
Construction Marketing
Making a plan to tell people about your construction company isn’t easy. It’s even harder when you have to think about marketing the whole company. Lots of construction companies have done well for a long time because people talked about them and knew their name. But now, that’s not enough.
See, people aren’t just choosing companies based on what their friends say anymore. If your construction company isn’t online and visible, you’re falling behind.
If you want to learn how to tell more people about your construction company using new ways like the internet and attracting customers instead of chasing them, this guide is for you.
This comprehensive guide to marketing a construction company is a mix of helpful resources and informative articles. It covers all the essentials for reaching today’s consumers effectively.
- Spot Your Target Audience
Pinpointing Who Your Customers Are
- Grasp the ABCs of Digital Marketing
Getting the Hang of Online Advertising
- Establish Marketing Goals for Your Construction Business
Defining What You Want to Achieve
- Dive into Marketing: Essential Strategies for Your Construction Companies
Jumpstarting Your Marketing Efforts with Key Tactics
- Marketing Your Construction Company: Pulling Everything Together
Bringing Together All Your Marketing Strategies
01. Spot Your Target Audience
Before you start telling people about your construction business, you’ve got to know who you’re talking to.
For construction companies, knowing who your customers are is super important for getting the right jobs.
I’ve chatted about why it’s important for builders to know their customers before, so I won’t go on about it too much. Just remember, if you’re feeling stuck and want better jobs, figuring out your target customers is the way to go.
Usually, construction companies grab every job they can, especially in the beginning. But as you grow, this can slow your progress.
To expand your business, start targeting the projects you really want. Here’s how:
- Figure out the budget range you prefer for projects.
- Decide what type of construction work you’re most interested in.
- Identify who makes the decisions for those projects.
- Think about who might be looking into options and gathering bids for those decision-makers.
All those details build your target market. You can break it down even more into specific buyer personas.
This step is super important in marketing any construction company. If you want top-notch projects, you’ve got to understand who’s calling the shots and tailor your marketing to them.
“Great marketing means knowing your audience, talking to your target personas, and building your content strategy around them.”
– Rocío Arrarte
02. Grasp the ABCs of Digital Marketing
Once you’ve figured out who your target customers are, it’s time to start reaching out to them.
But to do that, you need to understand how to market effectively.
If your construction business is aiming to freshen up its marketing plan, it’s crucial to grasp some basic digital marketing tips.
Lots of construction companies are used to old-school methods like print ads, but they might not be getting the results you want. To make sure your marketing strategy stands out, start with the key points.
When you put into action a well-thought-out content marketing strategy crafted to boost your ranking for keywords linked
Take some time to learn about concepts like:
– Local SEO
– Content Marketing
– Inbound Marketing
– Website Optimization
I know it might feel like a lot to take in. After all, it’s a whole marketing approach. It can be overwhelming to see all these terms and tactics at once, but here’s a simple way to think about it:
The secret to nailing your marketing strategy is always keeping your customers in focus.
When you’re making changes to your website and boosting your online presence in a way that benefits your ideal customer, you’re on track for a winning marketing plan.
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. Establish Marketing Goals for Your Construction Business
Before you dive into crafting a marketing strategy for your construction company, there’s one final step.
Set some goals.
I’ve gone on about goal setting in tons of blogs, so take a peek at a couple of those for tips on how to set goals that really work.
The thing is, you can’t tell if your marketing efforts are working unless you have a way to measure them.
Setting goals also gives direction to your marketing strategy. It breaks down a big, overwhelming approach into manageable steps by showing exactly what tactics you need to focus on to reach your goals.
When you set clear, measurable goals that define success for your construction company, it becomes easier to figure out where to begin.
For instance, let’s say your aim is to boost your construction company’s online presence. You’ve decided to measure that by the number of visitors to your website.
If you want to increase website traffic by 20% in the next six months, it’s pretty clear what you need to do next: invest in marketing strategies that drive people to your site.
Once you’ve set clear marketing goals for your construction company, you can focus directly on the tactics that will help you achieve them.
04. Dive into Marketing: Essential Strategies for Your Construction Companies
With a clear target market, a good grasp of digital marketing strategies, and solid goals for your construction company’s marketing plan, you’re ready to roll.
You’ve tackled the toughest parts already. Even though marketing might seem daunting, remember, you’ve already made it manageable by breaking it down.
Start with the tactics that will help you reach your goals. Take them step by step, and before you know it, you’ll have a strong marketing plan that brings in leads for your construction company.
In this section, we’ll explore six marketing tactics that can drive the growth you’re after. Dive into the ones that align best with your goals, or go through them all for a complete understanding of how to market a construction company effectively.
Here are some marketing tactics tailored for your construction company:
- Local SEO: Boost your visibility in local searches to attract nearby customers.
- Website Optimization: Make sure your website is user-friendly and easy to find on search engines.
- Content Marketing: Share valuable content like blogs and videos to engage and inform your audience.
- Social Media Marketing: Use platforms like Facebook and Instagram to showcase your projects and connect with potential clients.
- Paid Advertising: Invest in targeted ads on platforms like Google and Facebook to reach your ideal customers.
- Email Marketing: Keep in touch with your audience by sending regular updates and promotions via email.
Local SEO is crucial for the success of many construction companies.
Local SEO is essential for most construction companies because you probably operate within a specific geographical region. Whether you have crews stationed in one area or multiple locations, it’s important to appear in local searches. But why is that?
Let’s consider your buyer’s journey.
What do you think most people will search for when they need a construction company or contractor?
If you guessed “construction companies near me,” you’re spot on.
That’s why it’s crucial to ace your local SEO to appear in those vital searches.
Not sure how to kick off your local SEO efforts? Here are a few essential steps to tackle right off the bat:
- Claim your Google My Business Listing.
- Claim your Facebook page if you haven’t already.
- Ensure your business name, address, and phone number are consistent across all platforms.
- Create a dedicated section on your website that clearly states where your offices are located and the regions you serve.
Get Your Construction Company's Website in Tip-Top Shape
If your website isn’t up to par, no digital marketing strategy will bring you the results you want.
Your website is like your construction company’s digital headquarters.
Every marketing tactic you use, whether it’s social media, content creation, or paid ads, aims to drive people back to your website. There, they can contact you, fill out forms, or learn more about what you offer.
If your website isn’t up to scratch or isn’t optimized for these visitors, your marketing efforts for your construction company will likely flop.
Not sure if your website is doing its job? We’ve got a tool for that.
Just like when you’re starting a project, it’s best to begin small with your website updates.
Focus on improving a few important pages first and let them do their job. You can always make more changes later on.
If your team is having trouble getting started or making decisions, Growth-Driven Website Design might be worth looking into. It’s a method that can help get your marketing efforts off the ground and working effectively.
Using Content Marketing to Establish Your Construction Company's Expertise
In any top-notch digital marketing plan, content marketing is a must.
It’s your most powerful tool for:
– Boosting brand awareness
– Attracting more visitors to your website
Plus, content marketing can guide potential customers through their journey and position you as an expert in your field.
Inbound content marketing is all about giving your ideal customer the info they’re already seeking.
By offering useful answers to their questions, you build trust and draw them into your website.
The more folks reading your awesome content on your site, the better your chances of turning them into leads.
But while content marketing sounds simple — write great stuff, get great leads — it takes careful planning to create content that gets the results you want.
Using Social Media to Boost Brand Awareness in Your Target Markets
If content marketing is how you bring in new visitors and quality leads, social media is how you spread the word about that content and your brand to reach even more people.
Some construction companies think they don’t belong on social media because their work is more serious. But that’s just not the case.
Even though your projects are professional, the folks making decisions about them are still people. And most people use social media.
Social media is a great way to boost brand awareness for your construction company, reaching more folks and strengthening your position in the industry.
Doing social media well, just like any other marketing aspect for a construction company, starts with taking small steps.
Choose one social media platform where you think your company can shine. Typically, we recommend Facebook or Instagram, though LinkedIn could also work.
Spend time getting familiar with that platform and growing your audience.
Share posts and content from other experts in the field that your ideal customers would find interesting.
Share your own content too.
Make sure to post consistently — aim for once or twice a week at least.
Once you start seeing positive results on your initial social media platform, you can consider expanding to others. But it’s crucial to fully grasp and experiment with one platform first.
When you’ve mastered one platform and it’s bringing in leads, you’ll have the confidence to try another.
If your construction company is having trouble boosting brand awareness on social media, this articles can offer valuable insights to help you better engage with your audience.
Using Paid Advertising to Attract the Right Traffic Immediately
So, your content marketing is pulling folks in.
Your social media strategy is spreading your message far and wide.
Your website is primed to turn visitors into leads.
And your local SEO is ensuring you’re seen in local searches.
What’s left? Paid advertising.
Sure, it’s not exactly marketing, but it’s still a key part of your construction company’s overall strategy.
When done right, paid advertising can give you a significant edge over your competitors. Paid ads:
– Put you ahead of the competition
– Put you in front of potential customers who are ready to make a purchase
– Can generate leads immediately while your organic marketing efforts gain momentum.
But here’s the catch: you’re paying for them. So, it’s crucial — regardless of your budget size — to develop a solid paid advertising strategy.
For construction companies, paid advertising can be fiercely competitive. Many pros invest in the same popular keywords and phrases, driving up campaign costs.
The trick here is to conduct a thorough competitive analysis.
What keywords are your competitors bidding on? Are there longer, more specific keywords they might be overlooking?
A competitive analysis can give you insight into what similar companies are doing to attract the right leads. However, it’s important to bid on keywords that align with your company and goals, not just because your competitors are doing it.
Construction companies often struggle to determine a reasonable budget for their ad campaigns. How much should you spend, and what kind of results can you expect?
Take a look at our Google Ads Benchmarks By Industry article for practical answers based on our experience working with construction companies like yours.
Using Email Marketing to Automate Lead Nurturing
While many of these construction marketing tactics are aimed at attracting more suitable leads, what about those leads who are a good fit but not quite ready to buy?
That’s where email marketing comes in.
It’s one of the most powerful tools your construction company has to connect with qualified leads and guide them through the buyer’s journey.
Inbound marketing revolves around the effective strategy of delivering the perfect message to the right person at the precise moment.
Email marketing is indeed one of the most potent methods to achieve that.
Every person on your email list has willingly shared their email address with you. That implies they have some level of interest in your construction company.
You can make the most of these leads by incorporating an email marketing strategy.
05. Marketing Your Construction Company: Pulling Everything Together
That wraps up our complete guide to marketing your construction company.
I know we’ve covered a lot of ground, so let’s do a quick recap.
Wherever your construction company stands in its marketing journey — whether you’re just starting to shift from traditional methods or you’ve been fine-tuning your website for a while — remember that analysis and optimization are key to success.
You can implement all these marketing strategies, but without analyzing results and optimizing future efforts, you might fall short of your goals.
Set aside some time each month to review past performance. What worked? What didn’t? Are there areas for improvement? Is there a marketing tactic that just isn’t clicking for your construction company?
Simply dedicating an hour each month to analyze past results and apply those findings to new campaigns can give you a significant advantage over your competitors.
Digital marketing can feel overwhelming, especially for construction companies. But if you take it one step at a time, you’ll gradually see results that align with your goals.
Feeling unsure if digital marketing is worth the effort? Schedule at meeting here at Orlicarpio.
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