Digital Marketing Services for Construction Companies
Our team of marketing experts have helped countless firms to overcome challenges and achieve their goals.
Benefits of Digital Marketing for Construction Companies
Whether you’re a contractor supplier, architect, civil engineer or consultant, it pays to get ahead of the competition. The importance of having an effective digital marketing strategy can’t be overstated. Digital marketing for construction companies has changed so radically over the past few years that you may have no idea where to start.
A robust and effective marketing strategy is crucial for your construction business to stay competitive and reach their target audience. With the right methods in place, you can effectively showcase your expertise, build brand awareness, and generate valuable leads. From market research and branding to content marketing, website optimisation, and pay-per-click advertising, below we’ll explore a range of proven strategies tailored specifically for the construction industry.
To create a great digital marketing strategy, every construction company needs to survey the market and have a strong understanding of the landscape. It’s like drawing up the blueprint for all your decision making. To make sure your research is as thorough as possible, you should break your research down into four sectors: business analysis, audience analysis, competitor analysis and broader market analysis.
Your business analysis should centre on your own business, how it operates and how you present yourselves. This includes your company’s purpose, values, goals and in-depth SWOT analysis.
Next, you should conduct an audience analysis. This step includes considering who your target audience is, what they do, why they’d find value in your services and where they reside online.
A competitor analysis surveys any competitors that occupy a similar position in your market. This could be that they occupy a similar space geologically or that they occupy a similar niche within the market. Your analysis should provide a clear picture of the landscape, your position within it and where it would be most profitable to position yourself.
Your broader market analysis should take a look at the wider factors. We’d recommend breaking this down into a PESTLE analysis: political, economic, social, technological, legal, environmental. For example, Brexit could have a profound impact on the construction industry due to shipping complications or restriction of movement.
Before anything else can be considered, you have to understand your construction company’s branding. It’ll be the foundation of all your digital marketing efforts. Without a stable and universal branding strategy, everything that comes after it will crumble. You wouldn’t start building on sand, would you? Of course not!
So many construction companies have forgettable, average branding. It’s imperative that you don’t blend in a sea of yellow and orange hard-hat imagery. You want to make a mark on the construction industry so everyone instinctively knows who you are and the quality of your work. Generic imagery, language and messaging will fail to resonate with any kind of audience. To ensure your branding is as strong as possible, we’d suggest using the David Aaker model of branding: brand as person, brand as organisation, brand as product and brand as symbol.
When you clearly define your construction company’s sense of identity, personality, core values and more, you’ll be able to create high-quality content that aligns with your brand and your audience.
Before now, you might have overlooked content marketing as a strategy for other, more consumer-based industries. But the truth is, every B2B industry creates impactful, engaging content with the right strategy behind it – including the construction industry! The ultimate goal of any content is to connect with your company’s target audience and form a loyal community around it that can then be converted into leads.
At Boss Digital, we’re content marketing experts. Our strategies are always clearly defined and have meticulously researched content pillars. With all that information, we create detailed content calendars that outline outside-the-box campaigns to engage potential clients.
BUILDING YOUR WEBSITE
As your company grows, your website becomes more and more important. You’re speaking to direct consumers, builders, contractors, and more. They need a home base to visit to enquire, contact or find out more information. A clear and well-constructed UX (or, user experience) is essential to ensure all user journeys are accounted for. If your website could use a UX transformation, take a look at our handy Ultimate Guide for more information.
Once you’ve established your website with fantastic UX design, there’s another thing to consider: SEO. If nobody can find your site, there’s almost no point in having it! It’s like taking years to construct a strong, safe and beautifully designed bridge that never has anyone cross over it. Your work goes entirely to waste. Positioning yourself at the top of Google’s search results through a great SEO strategy is a prime way to ensure you’re generating site traffic and connecting with engaged clients. From choosing the right domain to keywords, site architecture, landing pages and more, quality SEO should be an essential part of digital marketing for construction companies.
PPC, or Pay-Per-Click, is an essential part of digital marketing for construction companies. It’s a great way to drive website traffic and rank above competitors quickly and effectively. That means more conversions and, ultimately, more sales. When you sit at the top of a search engine, you’ll definitely see the impact that an effective PPC can have on your traffic.
These campaigns are available on a range of platforms too – like Facebook or Instagram! We’re experts at constructing PPC campaigns and ensuring your construction company achieves maximum exposure. PPC is one of the most impactful forms of advertising with over 200% ROI, so you’re sure to see real, impactful results. For a more detailed look at PPC, make sure to check out our Ultimate Guide to PPC here.
Every good campaign should end with a thorough analysis of its performance. It’s essential that digital marketing for construction companies is fulfilled with a thorough report to ensure your efforts have paid off. At Boss Digital, we have a laser-focused, results-oriented approach to all of our campaigns. Through regular meetings, frequently updated dashboards with established QSOs and KPIs and weekly update emails, you’ll always be fully aware of how your digital marketing is performing.
What are the three types of Pay Per Click (PPC)?
Building successful PPC campaigns requires an understanding of three campaign types – which are as follows:
- Sponsored PPC ads that appear within the search results
- Headline PPC ads that feature at the top of the page
- Display PPC ads that also include pictures
How long does it take to see results from digital marketing for construction companies?
The timeline for seeing results from digital marketing efforts can vary depending on various factors such as the competitiveness of the market, the strategies implemented, and the specific goals. However, it’s important to understand that digital marketing is a long-term investment. Generally, you can start seeing some initial results within a few months, but significant and sustainable results may take several months to a year or more.
Can digital marketing help construction companies target specific geographical areas?
Yes, digital marketing provides tools and techniques to target specific geographical areas effectively. Through strategies like local SEO, geo targeted advertising, and location-based targeting on social media platforms, construction companies can focus their marketing efforts on reaching potential clients within their desired locations.
What are some effective content marketing strategies for the construction industry?
Effective content marketing strategies for the construction industry include creating informative blog articles about industry trends, best practices, and project showcases. Additionally, producing engaging videos showcasing construction projects, sharing case studies, and using social media platforms to share visually appealing content can be highly effective in capturing the attention and interest of your target audience.
How can digital marketing help construction companies establish partnerships or collaborations within the industry?
Digital marketing can play a significant role in establishing partnerships and collaborations within the industry. By showcasing expertise, sharing thought leadership content, and actively engaging with industry professionals on social media platforms and industry-specific forums, your company can enhance their credibility and visibility within the industry. Targeted outreach through email marketing or direct messaging can help initiate conversations and build relationships with potential partners or collaborators.
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