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Construction, Business - 4 min read

5 Content Marketing Basics for Construction Businesses

David Cartwright

Senior Marketing Manager - Software

Nov 8, 2017 2:11:00 PM

Attracting new customers through marketing should be a priority for construction businesses, even in the midst of a big project. With a steady stream of projects scheduled on the horizon, your business finances will remain healthy, and you’ll have opportunities to expand over time. 

In today’s digital world, content marketing is the best way to reach potential clients, tap into new networks and keep the pipeline full. Through content marketing, you can attract people who are looking for exactly what you have to offer, and convert them into profitable clients.

In this post, we’ll look at five content marketing basics for construction businesses. If you haven’t yet started content marketing, there’s never been a better time. And if you’re already engaged in content marketing, take your efforts up to the next level.


Understand Your Target Audience

Before you can create a successful content marketing strategy, you need to identify your target audience. Who are your primary customers? Are they homeowners? Contractors? Government committees? Real estate developers? Heads of corporations?

Your tone, images, videos and messaging will differ depending on your target audience. That’s why it’s so important to identify and understand them before you ever start publishing content.

Once you have identified your audience, think about the kinds of problems they’re facing. A young couple looking for a new house faces a very different set of problems than a head of a corporation seeking a new location for a retail store. If you can provide solutions to the problems your target audience is facing, you will earn their loyalty and their business.


Focus on Search Engine Optimisation (SEO)

When people need a product or service, they go to Google and type their query into the search box. In most cases, people don’t even look at the second page of results for their searches. They choose one of the top results, visit that site, and potentially become a happy customer. 

Tender tips, marketing tips, technology for builders.

Therefore, it’s crucial that you use SEO strategies to help your website, blog and social media accounts rank high for relevant searches. You can do this by using keywords in all of your content and including geographic keywords if your business operates in a certain location.


Use Email Marketing

Building a solid email list can be instrumental in growing your construction business. With a database of potential clients, you can send out valuable information that alerts them to opportunities, industry news and events or promotions. 

Email marketing gets a good return on investment and is very cost efficient. Instead of spending your money on printing and postage, you can improve your messaging and even personalise the emails you send.

You can also use email marketing to reach current and past customers. Use your emails to provide links to news stories in which your company is mentioned, send educational materials, attach photos of your latest projects and announce special offers and promotions.


Leverage Social Media

If you have a website and blog, social media can help to extend your reach. Whenever you publish a new blog post or add to your online portfolio, post a link on Facebook, LinkedIn, Twitter, Instagram or other social media sites.

If you understand your target audience well, you’ll know which social media platforms they’re most likely to use. Keep your social media posts professional, and publish regularly. You can schedule your posts ahead of time so you don’t have to think about it every day.


Don’t Forget Your Metadata

What is metadata? It’s information that expresses some kind of context and meaning. For example, categories and tags can help people to find what they’re looking for on your business blog, but if you fail to categorise your posts, people may not be able to navigate your site. Even worse, search engine crawlers will have less information to work with, and your website will appear lower in the search engine results.

Include meta tags in your HTML code, especially for page titles, meta descriptions and meta tags. Make sure your metadata matches users’ search queries for best SEO results. 

Content marketing has the potential to help you reach past, current and future clients with greater impact and regularity. Make content marketing a priority for your construction business, and enjoy the rewards that accompany your efforts.

For a free marketing plan template for construction companies, download our Tradies' Template Pack today:

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