Marketing for construction companies can have its own unique challenges. First, not a lot of people are constantly looking for a construction company. It’s an expensive service so the people looking for it are only a few.
Second, there may be constructions going on here and there, but then you will always have competitors for the project. There’s only enough room for a few construction companies to cater to the demand.
Marketing for construction companies may be daunting at first. But don’t worry, this article is going to help you out.
Before coming up with a marketing campaign, here are a few questions that you should ask yourself:
- What problems do your clients have?
- What’s the cause of that problem?
- Who are you, and how can you help them?
- What are the benefits that they can get from working with you?
Finding answers to these questions is a great start. Now, let’s discuss 9 tips on how you’ll stand out from your competition.
1. Use Google Local Service Ads for SERP Marketing
While looking up marketing for construction companies online, you’ve most likely read about PPC ads. This is a type of ad that advertises your brand in search engine result pages or what we call SERPs. You are billed every time a user clicks on your ad.
Knowing that people are clicking on your ad is great and all, but it can be quite expensive in the long run. You’re not exactly sure if the user will interact with your brand if they click on your ad.
Google Local Services Ads are a better option. These are pay-per-lead ads that also appear on top of the search results, right above the organic results and the traditional Google Ads.
For your construction company to be a part of Google’s Local Services Ads, you have to pass a screening process first.
They’ll be conducting background checks, license checks, and insurance checks. As for any other specific checks, it will depend on the business type and your location.
You should accomplish all the requirements and configure the ad properly. If you do, your ad will get a “Google Guaranteed Badge” when people search for “construction company near me”.
2. Google My Business is Free Marketing for Construction Companies
Another way of marketing for construction companies with Google is through Google My Business. Unlike in Google Local Service Ads, Google My Business is free. Yup! You heard it right. It’s free.
The way it works is similar to Google Local Service Ads though. It’s a tool that is designed to help businesses appear on Google. The goal is to make businesses stand out from the competition.
Why should your construction company register in Google My Business?
- It allows you to appear in Google Maps. When people search online for “construction company near me” they’ll see your company’s location on Google Map.
- It allows people to leave reviews about your business. As we will discuss later, comments and reviews are powerful factors that contribute to the decision of the customer.
- It gives you insights into different analytics that can help you make decisions in the future. You can see the number of people who viewed your business, keywords they used to find you, how they engaged with your business, etc.
3. Your Telephone Number Must Always Be Visible
Have you ever gone online, looking for a specific service? When you’ve finally found one, you can’t seem to find how to contact them.
Your potential customers may feel the same way. This is why it’s important to always put your phone number in places where it’s easy to spot.
First, it should be included in the 2 points discussed before this one.
In configuring your Google local ads, make sure to include your phone number. If you do, it appears on your ad, so it’s easier to call you.
When setting up your Google My Business, make sure to not miss including your phone number. If a potential customer sees that you’re a bit far from them, they might want to call in their concern first. They’ll follow up with a physical consultation with you after the call if they’re satisfied.
4. Have Your Own Website
Your average customer today is more informed, knowledgeable, and researched compared to customers back in the day. Before customers ask for a consultation with you, they’re more likely going to research your brand first.
They want to know who you’ve worked with, what are the results, and what do previous clients say about you. They’re not going to call you without checking out your construction company online.
But what if they can’t find you online?
This is why it’s important to have a website for your construction company. It’s a great strategy in marketing for construction companies. It’s also a good investment if you want to establish an online presence.
Your company website has to be visually appealing. Before they read the information that is indicated there, they’re more likely to judge the website first based on how it looks. It’s important to make your website look professional, so you gain the trust and confidence of your prospect.
Other than the aesthetics, here are a few things that your website should have:
This tells your visitors who you are as a brand and the history of your construction company. This helps introduce your company to the visitor, so they have an idea if you can solve their problems.
This page is dedicated to informing your visitors about the services you offer. Make sure to be specific! Some visitors may be looking for something specific.
This is where you would put the reviews of your previous clients. If you’ve worked with big companies, don’t forget to include their feedback on this page. This helps reassure your visitors that you know what you’re doing.
Telling your visitors you do a good job is one thing but showing them is another. Be sure to showcase your best work here, so your visitors can get a glimpse of the quality of your work.
Having a blog is your way of providing added value to your customers and clients. Here, you talk about topics that can help out your visitors. It also allows visitors to find their way to your website.
As mentioned multiple times earlier, it’s important that your visitors know how to contact you. This page should be in plain sight, so your visitors don’t have a hard time finding it. Inside should be multiple channels as to how to contact you. Don’t forget to include your socials in case your visitors find it easier to contact you there.
5. Consider Blogging for Better SEO
As a construction company, blogging may not be on top of your list. It feels like there’s not much to talk about in construction. It might also feel like there’s not a lot of people who are interested in these topics.
But you’d be surprised at how useful blogs are in marketing for construction companies.
People who are looking for services in this industry do a lot of research. They’re going to spend a lot of time, effort, and resources on this transaction. Naturally, they want to be as informed as they can be before they engage with your company.
This is where you come in.
Providing your potential clients the information they need to make sound decisions is a great way to start a business relationship. It’s like value-added even before they do business with you. They get the information they need, and you get to introduce your construction company in the process.
It’s also important to note that you should post content consistently. You’ll be able to build credibility and improve the value and quality of your website. Ultimately, this leads to better SEO and more organic traffic to your website.
If you’re not yet familiar with SEO, it’s the process of optimizing your content to fit the criteria of search engines of what a good website is. When you fit their criteria, then your content will appear on top of the search engine results page.
You’ll boost your website through SEO by consistently producing useful content. By optimizing the content that you have on your blogs, you’ll be attracting traffic to your website. It’s an organic and sustainable way of marketing for construction companies.
6. Reviews and Customer Testimonials are Important
As mentioned previously in the things that your website needs to have, reviews and testimonials are a must. It’s one of the first things that a customer looks for when they’re researching your construction company. Having happy and satisfied previous customers vouch for you is a great strategy in marketing for construction companies.
In December 2020, Statista published a survey of how positive reviews affect U.S. online customers. The survey showed that 94% of the respondents reported that they were more likely to use a business if they encounter positive reviews.
This is why it’s important to show people what your previous customers think about you. It’s also important to take into account the quality of the review. A review from a well-established company is worth more than a review from a random customer.
Aside from that, good reviews shouldn’t only be seen on your website. If that’s the only place where your potential customers can see reviews about you, then it gives them the impression that you’re biased.
Work on getting your company reviewed on multiple websites. This will help build trust in your potential customers that there are other people who think your construction company is good.
After collecting these reviews from quality customers and various websites, make sure to include them in your campaign. Include these in your ads and if you have the resources, create a testimonial video about it. This way, you can share it across all your social channels and include it on your website.
7. Don’t Ignore Social Media Marketing
In 2020, social media had 3.96 billion people who were actively using it every day. This has increased by 10.9% compared to the 3.48 billion active users in 2019. Not tapping into this market is like not wanting clients to discover who your construction company is!
There are multiple social media platforms that would be great for marketing for construction companies. Some social media platforms are more suitable for your industry than others. Make sure to identify which one would be the best for you.
For example, Facebook and Instagram are pretty visually focused social media platforms. It’s a great opportunity for you to showcase your work and what you can do as a construction company.
Different social media platforms also have different target demographics. Identify which platform has your target market, so you can focus on marketing on that platform.
For example, if you focus on working with bigger companies, LinkedIn is a good option for you. It’s focused on connecting businesses to businesses so marketing your services there would be a great idea.
Social media is a great way to update people on what you’re up to. They get to see recent projects and how well you work. Aside from potential customers, investors can see progress with your company. It’s a convenient way of showing them that your company is flourishing.
8. Video Content is Effective
Statistics show that 16 hours of online video per week are watched by the average person. That’s a 52% increase from 2018. Viewers also retain 95% of a message if it’s presented in a video format compared to just plain text.
These statistics show how important it is to create video content for your website. Visitors would be able to understand your message better with videos compared to just reading about it.
Your industry thrives in showcasing results. Marketing for construction companies entails that you show your potential customers what you can do for them. Videos are a great opportunity for you to show them just that.
Aside from that, videos are also a great way to increase brand awareness. Posting a video about who you are as a construction company and what kind of company culture you have is a good start. It helps introduce you and how you can help your potential customers with their problems.
9. Follow Up On Past Clients
Just because you’re starting to branch out and start getting new clients doesn’t mean you’ll forget your old ones. It’s important to not forget these clients too.
According to a survey conducted by Invesp, acquiring a new customer is five times more expensive compared to retaining an existing one.
Attending to your existing clients has lots of perks. You get to save on resources from trying to convince them of your quality of work. Aside from that, you also get to nurture a long-lasting partnership with them.
It doesn’t matter if they hired you for a job that was big or small. It doesn’t even matter if it’s been a year since you last engaged with them. As long as their response to your work was positive, it’s worth revisiting them.
With the time that has passed, they might need something new done for them, and they just keep forgetting to take care of it. So take the first step and ask them how they are.
Working with customers who you have made happy in the past is important. It maintains business relationships and opens the opportunity for new business through referrals.
If your customers are happy, chances are, they’ll recommend you to their friends who need a construction company. It’s a good traditional word-of-mouth strategy in marketing for construction companies.
Marketing for construction companies can be a bit tricky when you’re starting out. It may feel like there’s not a lot of ways to market it because it’s a unique industry. But don’t worry too much. There will always be people out there who need a company like yours.
Implementing all of these tips at the same time may become overwhelming. Try incorporating them in your marketing strategy one by one and see which one fits your needs first. You can then explore the others one by one once you’re comfortable with the first tip you’ve tried out.