How to Market a Construction Company
If you’re responsible for marketing a construction company, you have a lot of things to consider. Does your company primarily work on residential projects? Or do they typically seek out commercial clients? And if the answer is both, how can you create strategy that appeals to these two very different audiences?
While your particular methods will depend on the nature of your company, the fact is that you need to put together a solid strategy for attracting potential customers and clients before your competition does. And while there are many ways to do so, one of the best ways is to go where those clients are already looking: the Internet.
Online marketing for construction companies can sometimes be difficult, especially considering that you don’t have the advantage of being able to sell specific products directly to customers. That being said, it is certainly effective when done right.
Online marketing for construction companies
If your Internet marketing strategy is lacking (or if you don’t have one at all), these ideas will get you headed in the right direction:
Create a well-designed, informative site
For many potential customers, your site is their first introduction to you. Ensure that you make a good impression by creating a site that is both informative and visually appealing.
One of the most important things to consider when doing this is responsive design. This means creating your site in a way that allows it to adapt to all devices. Regardless of whether people look at your site from desktop computers, smartphones, or tablets, they’ll be able to get the information they need and continue the process towards working with you. In addition to simply being convenient, this will also improve your site’s chances of ranking well in Google.
Speaking of Google, you also need to do search engine optimization, or SEO, for your site. Doing things like including relevant keywords in your title and header tags, meta descriptions, and body copy (along with many other components) will increase your visibility online.
Start an email newsletter
Many companies mistakenly think that email newsletters are becoming outdated, but the fact is that they have one of the highest average ROIs of any marketing tactic. Collect emails on your site, build a database of readers, and start regularly sending out a newsletter.
The topics you discuss can be almost anything you like—Do your customers know what you’re up to right now? Do they have any idea of the projects you’re doing, as well as those you’ve recently finished? Emails like these can be a good way to stay in touch with people interested in hiring construction companies.
Reference your online materials in your physical locations
Are you working on refacing the front of a building? Make sure that anyone who drives by knows that your construction company is the one who is doing such an incredible job.
You probably also post signs with your company’s logo, but do they include your website’s URL or the fact that you are on social media? This can be a great way to boost traffic from potentially interested customers.
Start a Facebook business page
If your company isn’t already on Facebook, it’s time to get there. With 890 million daily active users, odds are that your current and potential customers are already there. And if that’s not enough to convince you, it’s completely free to create. What’s stopping you?
Creating a business page is an easy way to show off projects, make announcements, and engage with your customers. As an added bonus, you can also choose to take advantage of the platform’s highly-targeted paid advertising options. For more information on what to do with your page (and profiles on other platforms), check out our resource on social media tips for construction companies.
Add calls to action on all of your marketing material
Whether you are working on your site, newsletters, or social accounts, be sure to include calls to action. Simply adding buttons like “contact us!” to your pages or ending your social posts with links to a contact form improves the chances that people who are browsing your information will actually take steps to become customers—and not just click around on your site aimlessly.
Claim your business on review sites
Many potential customers go online to look for company reviews before trusting them with their money—and that includes construction companies. Customers have free reign to post their opinions, which can be great if yours are happy.
You have little control over these reviews, but you should at least claim your business on popular review sites like Yelp and Google. This is a great way to both monitor what people are saying about your company and respond to reviews. By acknowledging both compliments and complaints, you can show potential customers that you care about customer satisfaction.
Offer your expertise as an interviewee
Reporters and writers for local publications are often looking for experts to talk about all kinds of news-worthy topics. Offer yourself as an expert in your field by sending an email to editors and writers in your area.
This may not seem related to online marketing, but think about how people today get their news. Most videos and articles are posted online, which can be a great way to build links and drive traffic to your site.
If you’d like assistance implementing any of the above ideas, or putting together an entire online marketing strategy for your construction company, feel free to contact us! Our talented team of Internet marketing professionals is more than happy to help.
Ready to start your Internet marketing and design campaigns? Call 888.449.3239 or contact us online today to learn more about how WebpageFX can help with your construction company's SEO challenges.