The construction industry requires a specialized form of marketing. Every field has its own pain points and driving factors, and a successful marketing plan for a construction company must address them.
Construction professionals already know how to build a beautiful house or business park that optimizes space. But constructing the perfect digital marketing campaign? That might require some help.
Marketing Construction Companies
Marketing is a vast term that can cover numerous processes. Writing the script for a radio commercial? That’s marketing. Posting on a social media platform from a company account? That’s marketing. Choosing just the right brand colors? Oh, you better believe that’s marketing.
For construction companies, marketing requires a unique approach. The “buyer” for a construction firm isn’t like other customers. Businesses that make products or provide services typically sell to end-user consumers or to other businesses. The customer for a construction company could be a person or a family who wants the construction service for a new house. That’s a similar dynamic, but it’s far from the only one in construction.
Often, construction companies build for other businesses. This might involve building a subdivision for a developer or a corporate headquarters for a business. Construction companies also build for governments. If a firm takes on construction projects for multiple types of “buyers,” then it may need multiple marketing strategies to appeal to these different buyers.
Search Engine Optimization (SEO) and Construction
SEO is a key part of digital marketing because it’s one of the most effective ways to boost visibility. It’s important to use SEO in a way that helps get your content in front of receptive audiences, though. A lot of people search “Thai food near me” but it would be really weird for a construction company to include that keyword in its content.
But as mentioned earlier, the target audience for a construction company can be quite niche. If your construction business takes on projects for individual homeowners, businesses and government agencies, you’re going to have to produce a lot of different content to hit all the keywords.
That’s not impossible, though. You may need a website redesign to section off different pages and blogs that appeal to your different customer personas, but that’s something a digital marketing agency can help with. Such an agency could also do keyword research to make sure your construction company shows up on all the right search engine results pages (SERPs).
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Construction Marketing and Local SEO
Because most construction companies focus on sites in their geographic region, local SEO is especially important in construction marketing. This means you localize your SEO when you create content. For example, instead of using a keyword like “best construction firm” in your content, you might use “best construction firm in New Jersey.” This helps more people in New Jersey find your company, increasing the number of local leads.
To maximize lead generation through search, consider setting up a Google Business Profile (GBP). This is a free tool that enables you to create a listing for your construction company on Google Search and Google Maps. With a GBP, you can better manage and optimize your online presence.
What Does the Ideal Marketing Strategy Look Like for a Construction Company?
The ideal marketing campaign for a construction company depends on which construction company. All organizations are unique and, therefore, the ideal marketing strategy for any business is unique to their brand, value propositions and differentiators. However, there are some hallmarks of the best marketing plans for construction companies.
Residential vs. Commercial Construction Marketing
It’s important to note there can be a major difference between how residential construction companies and commercial construction companies market themselves. They have different target audiences, different volumes of build and different ticket costs. These factors should guide marketers and advertising teams when brainstorming strategies.
Best Practices
Some construction marketing best practices include:
Imagine Your Ideal Client(s)
Drafting buyer personas — the typical or desired customers for a business — is a common best practice for any company. For a construction business, it’s particularly important. How you pitch your approach to building a new subway station for a municipal government is going to differ significantly from how you entice a family to be the firm that builds their dream home. Knowing which clients you want to secure, what they want, and their priorities will help you craft content and digital marketing assets that appeal to them.
Use SEO Marketing
Once you know your ideal clients, you can start your content marketing in earnest. You can write blogs and landing pages that include the keyword that will make your site show up when people search for a construction company in your area, or for builders of whatever project they need. Also consider paid SEO, such as a Google ad that appears atop a SERP. This can be a great way to increase clicks right away while your digital marketing strategy ramps up.
Utilize Social Media Marketing
An SEO strategy is a great way to capture the attention of those who already need construction services. But what about a family looking for a new home that hasn’t really thought about the benefits of building a beautiful house from scratch? Or what about somebody who works for a business or government agency who knows a new building project is necessary sometime in the near- to medium-term future?
Social media marketing can be an effective way to capture the attention of people like this. Utilizing one or more social media platforms is a great marketing tactic to increase overall brand awareness.
Consider an Email Newsletter
Email marketing is a great way to keep in touch with past clients, prospective clients and those interested in the construction industry. You can include news about your firm, such as what projects you’re working on, what you’ve completed and what new tools or techniques you’re using.
You can also discuss industry trends and news. If a major construction project is in the news, you can use your email newsletter to give your company’s take on it. You can also discuss developments, both figurative and literal, and ruminate on the future of construction. All this keeps your construction company in the minds of those on your email list and can help establish your firm as a thought leader — a trusted source of information in the sector.
Use Referrals
This blog has mostly discussed digital marketing for construction companies. But more traditional methods can work too, such as pamphlets, radio and television commercials and billboards hyping your company’s completed or soon-to-be completed projects.
But sometimes the most effective form of marketing is the most basic: word of mouth. You can implement a referral program to generate and capture new leads. This can include customer testimonials and satisfaction ratings you display on your website, as well as referral incentives. If a previous client or industry connection refers somebody who ends up hiring your firm for a project, you can offer a financial reward to the person who provided the reference.
Consider an Estimating and Bidding Firm
Just as a digital marketing agency can help you with your construction marketing, so too can an estimating and bidding firm help you with that process. Knowing how and when to put in the perfect bid and estimate the cost of a project correctly is hugely important to success in construction. But the skills involved are quite different from knowing how to pour concrete or build a support beam. Hiring third-party advisors allows you to benefit from their expertise while you focus on what you do best.
Don’t Neglect Ethical Considerations
Ethics can play a big role in construction. People want to know that construction workers are safe and treated fairly, so it’s helpful to discuss your firm’s safety initiatives and track record. You can also stress that you don’t cut corners and only use suitable methods and materials for your projects.
Crisis Management and Negative Publicity
Construction companies tend to run into negative public relations (PR) more than businesses in other fields. Project delays, budget overruns, and worst of all, high-profile collapses or structural instability can be a real blow to construction firms. It’s necessary to have a plan in place to counteract these negative PR scenarios.
Working With an Agency
An agency can compose a marketing strategy for your marketing company. This can involve content marketing, social media marketing and email marketing. And any digital marketing agency worth its salt can also provide SEO support.
Start Building Your Marketing Strategy Today
See what we did there? While constructing a marketing plan isn’t easy, consider what construction companies actually do: build things. Mistakes in construction can be costly, both literally and figuratively.
But as intimidating as marketing can be, let’s face it: The stakes aren’t that high. A marketing misstep can hurt, but nobody’s safety is a risk. So go out there and be creative. Maybe take a risk. And if you still feel like you’re not quite comfortable, you can always partner with an experienced and skilled agency to help you craft the ideal construction marketing strategy.