Effective marketing for construction companies is essential to success. The marketing umbrella covers everything from SEO, lead generation, company reviews, contact information, and so much more. Aside from a few industry giants, construction companies need to differentiate themselves amongst a sea of competitors, using data and market research to drive marketing decisions.
For construction companies that have historically and primarily focused on business operations, the notion of taking a marketer’s approach can seem a little daunting. For the most part, construction professionals are engineers, architects, government relations professionals, and skilled laborers who may not have much experience with data and market research. Still, without marketing, you may be missing out on valuable capital.
If you’re interested in how marketing can improve your construction business, check out our marketing tips geared toward your industry.
Make Sure Your Contact Details are Everywhere
97% of internet users search online to find a local business. Check various search engines to ensure that your contact information shows up when people look at your company. At the very least, provide a phone number, business address, and email, even if you don’t have a website yet.
If you’ve already claimed your business, you can add information by logging in to your Google My Business account. If you haven’t claimed your business, follow these steps:
- Go to the Google My Business sign-up page and enter your business name. Click “Create a business with this name”
- Choose your business category from a dropdown list and continue through the questions, adding as much information as possible.
- Finally, enter your mailing address to confirm your details via a verification letter.
Go to Bing Places and follow the steps they have listed to
- Claim your business and add your information or
- Sign in as an existing user and update your business details
Since you offer a service, people may search for you on Yelp. Claim your business and add pertinent contact information. Stay up-to-date on reviews and inquiries sent through Yelp, and use the platform to generate new leads.
Social Media (if You Have It)
If your construction company is marketing on Facebook, Twitter, LinkedIn, or Instagram, add your contact information to your account details. Social media engagement isn’t a marketing necessity for construction companies, but you can use it to reach interested customers.
Take Advantage of Google’s Local Service Ads
When someone searches for a “nearby” service on Google, ads for certified local businesses will pop up at the top of search results. This type of rich card usually shows a thumbnail of information, including reviews, location, visual indicator, and a contact number. Users who click on these ads then confirm their information and intended services before sending an inquiry directly to the business.
Organic search results are effective, but they see a noticeable dropoff in clicks when local service ads are present. Google’s local service ads are a paid ad service, but your business will only pay for valid leads, usually between $6-$30 each.
You’ll need to contact Google to get specific pricing information on local service ads, but you can get a head start on the data work by filling out your entire Google My Business profile. Depending on your industry, it might be a good idea to incentivize customer reviews on your Google profile as well.
Invest in CRM Software
A good construction CRM can help you grow and manage your business across multiple marketing platforms. Better organize leads, assess new project opportunities, and manage your team. If you’re new to marketing or looking to improve your marketing operations, CRM software implementation will help your operations run smoothly to serve customers better. If you’re able to take on effective marketing strategies, CRM will also help with an influx of new inquiries and contracts.
Build an Excellent Website
Your website is the front page of your business, so it’s critical to optimize the user experience. 94% of first impressions of a business are related to web design, and construction companies are no exception. Focus on a few key ideas when building or updating your website. First and foremost, do you list your services clearly and coherently? Is it easy for people to understand what you do? Ask yourself these questions and remember your CTA’s.
Add lots of “Contact Us” links and make sure your phone number is easy to find. If possible, put in a “Gallery” page with photos of past work and add a few case studies about past projects. In construction, you want people to trust you and feel confident about working with you. If it’s within your budget, hire a web designer with marketing experience for your website needs.
Your construction company can surely benefit from strategic marketing. If you’re struggling to restrategize in the wake of the COVID-19 pandemic or you require a marketing team to grow your business, smartboost can help. With extensive experience in construction across various industries, our team is equipped to handle your needs. Contact us to discuss how a new marketing strategy can boost your business.