Guide to Marketing a Construction Companies: Comprehensive Strategies
The 5 Best Marketing Strategies for Construction Companies in 2024
December 5, 2023
Construction Marketing
When your construction company reaches a marketing plateau, you might feel you’ve exhausted all avenues to generate more leads.
This situation can be disheartening, particularly when competitors are excelling in lead generation. However, there’s no need to worry—there are numerous marketing strategies for construction companies that can help you not only regain momentum but also surpass your competition. Each strategy offers unique benefits, proven to provide your construction business with an extra edge in the industry. Here’s a list of five effective marketing strategies for construction companies to propel them ahead of the competition:
Are you interested in learning more about how to boost your construction business forward with digital marketing? We’re here to help! Contact us today!
The 5 Best Marketing Strategies for Construction Companies in 2024
1. Develop and Sustain a User-Friendly Website
Repeat after me: websites are not mere brochures. Your website serves as the primary destination for potential customers seeking more information about your company and its offerings. Hence, it must boast an excellent design and deliver precisely what visitors are searching for. If treated as a mere photo catalog, it’s likely that potential leads will close the tab and explore other options.
To distinguish your website from competitors, it’s crucial to provide consumers with engaging content and valuable information. Essentially, they act as researchers, and your website should be the comprehensive answer to all their queries.
- Who are they?
- What do they need?
- What pain points do they have?
- How can you solve their problems and guide them to the information they seek?
Because…
- What do you build when you assist a customer precisely as they need? Trust.
- What do you gain from building trust with a customer? A relationship.
- What results from a relationship? A converted lead that takes action.
What should your website incorporate?
A well-designed and highly-developed website can significantly contribute to lead generation and position your construction company ahead of the competition. Key features to include on your website are:
- Menu bar — A descriptive navigation tool simplifies the process for consumers to find what they’re seeking.
- Quality design — Nothing extravagant, just a clean, visually appealing layout that makes your content easy to digest.
- Chatbot — An excellent automation tool for aiding potential customers in obtaining the necessary information and reducing unnecessary phone calls to your customer service team.
- Blog — Regular, consistent blogging proves to be the best method for providing informative content, establishing your company as an industry expert, and incorporating keywords to enhance your SEO efforts.
- Call to action (CTAs) — Well-executed CTAs not only facilitate sales but also assist consumers in navigating your website, leading to conversions into qualified leads.But it doesn’t end there. For more insights on making your website the industry’s best, refer to our website design checklist.
2. Embrace Impactful Content Marketing
Adopting a content marketing strategy might seem like a leap for construction companies. It could be unfamiliar or even met with skepticism, especially when compared to more tangible approaches like paid advertising. However, I assure you, it’s absolutely worth it.
Content marketing stands out as one of the best, if not THE best, inbound marketing tools for construction companies. A robust content marketing strategy can propel you ahead of your competitors, whether it’s through compelling landing pages or informative blogs. Consistently producing superior content is a winning strategy.
For instance, content marketing significantly enhances your SEO efforts. By incorporating relevant keywords into your blog posts, you can swiftly climb Google’s search results pages. Additionally, you’ll attract more qualified leads. Your impactful content establishes your authority in the construction industry, making your target audience eager to follow your insights.
Remember the saying, “Quality over quantity”? Well, a sound content marketing strategy provides both.
“To continue winning the internet marketing game, your content has to be more than just brilliant — it has to give the people consuming that content the ability to become a better version of themselves.”
— Michelle StinsonRoss, Managing Director of Marketing Operations, Apogee Results
3. Embrace a Growth Marketing Methodology
Growth marketing proves to be an effective way to align your construction company toward common goals. Its success lies in ensuring everyone is on the same page, eliminating wasteful use of time and money on endeavors misaligned with your business goals. It all begins by defining what success looks like for your company. Do you aim to sell more, build more relationships, or expand?
Write down your goals, then set SMART goals based on them. These goals should contribute to the larger definition of success. As a refresher, SMART goals are:
- Specific
- Measurable
- Achievable
- Realistic
- Timely
Next, ensure that all your marketing tactics align with these SMART goals and the overarching success marker. Your website, social media marketing, paid advertising, and other strategies should be in harmony.
The final step involves setting metrics for regular analysis, evaluating what works, and what doesn’t. Regular check-ins help keep your team focused on the goal, and growth marketing ensures your company continually moves forward.
4. Master the Art of Social Media Marketing
For various reasons, many construction companies tend to shy away from social media. To stand out, take the opposite approach. If your target audience is on social media (and trust me, they are!), it’s in your best interest to be there too. Consistent and compelling social content can foster engagement, boost brand awareness, and generate leads.
Different social media platforms provide various channels, each with its unique features, advantages, and disadvantages for marketing. It’s crucial to select a couple that best align with your business goals. For construction companies, our favorites include Facebook, LinkedIn, and Instagram.
Wait, Instagram for construction companies?
They’re visiting job sites, having conversations with potential clients, suggesAbsolutely! Surprisingly, Instagram’s visually-focused design offers the perfect opportunity to showcase your projects. While it may not be as conversion-effective as Facebook or LinkedIn, it serves as an excellent platform for building awareness, growing your brand, and establishing your company’s credibility.ting products, and aiming to secure projects that bring in significant returns.
Here’s a secret: many of your competitors might not be on Instagram yet. Once you’ve established your presence on preferred channels, it’s essential to balance your efforts between marketing and advertising. Is there a difference? Yes!
Social Media Marketing involves unpaid activities like posting photos.
Social Media Advertising includes paid activities such as targeted ad campaigns. As long as your social media strategy aligns with your goals, your construction company is bound to see positive results.
5. Embrace Account-Based Marketing
For construction companies aiming to enhance marketing endeavors and streamline the sales cycle, account-based marketing is the go-to strategy.
Account-based marketing is a strategic approach that involves creating highly-targeted marketing campaigns tailored to a select few “big-fish” accounts identified as ideal customers. While it might sound complex, it simplifies the process. As an established construction company, you likely already know some of your ideal clients. With account-based marketing, you choose a handful of them and design marketing campaigns—complete with email marketing, ad campaigns, and more—specifically for each one.
In essence, you concentrate your marketing efforts on a few companies that, upon conversion, align perfectly with your business. This method proves effective for securing larger projects, translating to increased revenue. The results are noticeable, and the benefits become apparent rather swiftly.
Additionally, Account-based marketing can:
- Accelerate your sales cycle
- Reduce reliance on cold calling
- Optimize your marketing budget efficiently
But there’s more—account-based marketing excels at providing your construction company’s leads with an enhanced customer experience. It turns out that not only salespeople but also customers dislike cold calling. Offering meaningful and relevant content throughout the buyer’s journey leaves a positive impression and contributes to a better overall customer experience.
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