All construction businesses thrive primarily on one thing — revenue that pivots around a robust sales process and time-tested marketing strategies.
In this contemporary time, like other industries, there is fierce competition in construction.
What possible course of action does your construction company need to take to carve a niche for itself?
Here are a few proven marketing strategies for construction professionals that can help you grab more opportunities to drive your business’s growth.
Let’s discuss them in detail.
1. Make sure your contact details are easy to find:
Construction is an industry where phone calls are crucial.
Whether it’s a housewife looking for support to redesign her kitchen or a large commercial establishment searching for a seasoned construction organization to manage one of their massive projects, your potential customers would find it daunting if they have to cross too many hurdles to reach you.
To make effective use of leads coming through phone calls, your phone number ought to be accessible with the name of your company. It applies to advertisements on a search engine, a billboard on the road, or a flyer at the city center or the supermarket.
You can run Smart Ad campaigns on Facebook, Instagram, and Google to reach a specific audience in a targeted geographical area. Use the best social media tools such as Practina to automatically manage successful ad campaigns for you.
2. Convey the right message to your prospective customers:
It is important to have a clear understanding of who your target customers are and how to design a relevant message that would serve their purpose.
This process consists of three steps:
- Define your prospective customers.
Are you targeting customers with residential or commercial construction needs? What is the income level you are targeting? Are they millennials or older in age?
The more specific information you gather, the more beneficial it is. The next step is to have a vivid overview of your prospective customer.
Once done, you have a clear path to target your ads towards.
- Explain the services falling under your frame of operation.
Reach your target audience with a well-crafted message highlighting your services. Furthermore, including your unique selling points in the marketing message is critical.
Make sure it conveys how your construction company can help people and why they should choose you.
- Ensure your message reaches your audience.
All your construction marketing efforts will go in vain if your target audience doesn’t receive your message. To confirm this, have a close look at where their focus is.
In 2020, there were more than 223 million social media users in the United States. This is not surprising, considering that most people have a bad habit of checking their phone every hour, and these days they make regular use of social media applications. Why not share your messages through social media for maximum reach?
Connecting and fostering relationships with your targeted audience through social media marketing is a smart and recommended approach to marketing.
3. Your website must provide help to the customers:
There is no denying the fact that a large percentage of customers prefer businesses that have a website.
Having an enticing, uncomplicated, and easy-to-use website assists your website visitors in getting the information they need.
Did you know 74% of customers feel frustrated when website content is not personalized? – Instapage
Your business’s website should be interactive where the prospective customers can gather required information. The content should be easy to decipher and have trending keywords.
4. Regular contact and follow up from past customers:
Providing state-of-the-art services to your existing customers is a must-have approach to build long-term relationships. Through this process, past customers feel motivated to come back.
Whether you do a small ticket job or a massive commercial project, if your customer’s experience is optimistic, then regular contact will always help you drive more business. Moreover, this approach also helps you get references from existing customers through word-of-mouth marketing.
5. Place an excessive focus on video content:
The construction industry in this digital era changes at a rapid pace. If you are not in synchronization with current marketing trends, you will find it difficult to grow your business.
The digital-driven audience finds it easy to extract information from videos over other forms of content.
The current pandemic situation has led to an increase in the total number of people watching online video content.
Engaging video content is necessary in the construction business where there is a lot to be seen.
Video marketing is also a reliable medium to foster your brand image. A video showcasing your projects, providing details of the construction process, or a fun behind-the-scenes shot highlighting your company’s culture can help make your organization more presentable & friendly.
6. Highlight your employees:
Construction marketing is challenging because of cut-throat competition and the fact that you must win the trust of your prospects. It will give you a legitimate chance in turning them into your future customers.
By highlighting staff members in your marketing strategy, you can help your potential clients see the smiling human faces behind the real work. This is one step towards growing their faith in your products and services.
7. Always give priority to customer reviews & testimonials:
As far as building customer trust is concerned, the simplest way is to ask satisfied customers to speak for you.
84% of people trust online reviews as much as their friends!
To make full use of reviews, here are some starting points:
- Highlight testimonials and customer case studies on your website.
- Make sure your paid search campaigns have reviews.
- Motivate your happy customers to review your products and services.
- Share happy reviews of your customers through social media posts.
- Make videos on customer testimonials for promotion on social platforms.
These reviews are likely the first thing that new prospects are going to search while learning details about your business.
Make sure you use reviews and feedback to your advantage.
8. Create informative blogs:
Blogging has become an integral part of all businesses. The number of prospective customers who do deep research for construction-related products and services is very high. Therefore, having a blog will help you drive higher engagement and eventually get more leads.
Research trending topics or showcase your expertise creatively to keep your content interesting and relevant. Take help from websites like Ahref and Semrush for keywords related to the construction industry.
Quality content will pave the way to higher organic traffic and effective SEO. You can share your blog links through social media to reach the maximum number of people.
9. Use tools to automate your marketing processes:
Focusing on your construction company and handling marketing campaigns at one time can be overwhelming. You can use automated marketing tools to simplify the process and make things easier for you.
Choosing the right tool or software out of so many options can be a challenge, but weigh your options carefully.
How Practina Can Help Your Construction Company?
The AI-powered tool takes away the hassle of promoting your business online. It automatically advertises your projects, allows you to run ads in seconds, and connects you with new leads.
Practina creates, schedules, and publishes high-quality, customized posts across the major social platforms including Facebook, Instagram, and Twitter. You can easily run Smart Ad campaigns with the automated tool to target a specific audience in less than five minutes. In short, it can help you connect with the people looking for your services and generate new leads right away.