Having an effective marketing strategy in place can be the difference between business growth and stagnation. But what makes a good marketing campaign for a construction business?
Here are a few key components of construction company marketing plans that continuously generate new leads and convert them into valuable customers.
Your website is the most important component of your marketing program, since it will serve as the main hub for all of your online and offline marketing channels (print ads, email marketing, billboards, yard signs, online ads, etc.).
A well-designed site works for your business 24 hours a day, turning complete strangers into leads, and, ultimately, into paying customers. Aside from construction company branding, colour, design, and clear navigation, your website should be responsive — meaning it should be able to be viewed across a wide range of devices (mobile, laptop, tablet, etc.).
More than half of all Internet users access the web via mobile devices, so your website needs to be available across all platforms if you want potential customers to find you.
Most of your construction company's new leads will come from search engine traffic. In order to generate this traffic, however, you need to create content using the keywords and phrases that potential customers use when looking for your services.
Publishing blog posts, web pages, and even instructional videos using these keywords and phrases will help improve your visibility in Google and other search engines, and is an element of a process called search engine optimisation (SEO).
The more ‘optimised content’ you generate on your website, the greater the chances are of your website of appearing on the first page of search engines for the specific phrases your target audience is searching for.
According to marketing automation company HubSpot, blogging earns 55 percent more web traffic and 70 percent more leads than businesses that don't maintain a blog. Whether you're sharing blog posts, infographics, or even DIY video tutorials, generating timely, helpful content will drive traffic to your website and converts that traffic into new leads.
Regular blogging also leads to long-term profitability by expanding your sphere of influence and establishing you as an expert in your field. A publishing schedule of two to three posts per week will keep your website fresh and your audience engaged. By posting consistently over time, you show your audience that your company is dependable and trustworthy.
With 18 million people worldwide using social networks, having a presence on social media is a must, even for construction businesses. Using social media helps you to connect with your target audience and convert them into leads. You don't have to be on every social media platform, but it's a good idea to have profiles on Facebook, Twitter, and Pinterest. You can use these pages to show off photos of your projects, respond to customer inquiries, run contests, and share client testimonials.
Analysing data helps you understand what type of content your potential customers are searching for so that you can adapt your marketing strategy and focus your advertising dollars on methods that work best to reach your target market.
Tracking data can be as simple as asking new customers how they heard about your business to more complex forms of data analysis, such as focus groups, questionnaires, and research studies.
Using marketing software can give you deeper insight into what types of social media posts and ads your customers are clicking on to reach your site.
Marketing budgets vary across companies, but the basic elements of effective marketing campaigns are the same. The most successful construction companies employ the strategies outlined above to attract new leads, increase brand awareness, and set themselves apart from the competition. Implement these strategies today to boost your lead generation and grow your business.
For a free marketing plan template for construction companies, download our Tradies' Template Pack today: