Practical Tips To Improve Your Construction Marketing Strategy

1. Build a solid online presence:

Create a website showcasing your services and experience, and make sure it’s easy for potential customers and homeowners to contact you. Plus points if you know how to optimize it by location and keywords, or you can always learn a thing or two when you Google: Local Search Engine Optimization. It’s essential to show up first in SERPS (Search Engine Results Page) when someone looks for “plumbing emergency in (city)” or “HVAC installer nearby.”

As you build and edit your pages, keep in mind your USP (Unique Selling Proposition):

• What your business does.
• Whom it serves.
• Why it’s different from other companies?
• How is it beneficial to your prospective client?

Note that some of these elements can be divided into sections and published on one page; for instance, Services and Testimonials can work well together. This gives your visitors much-needed assurance that you have had successful projects and happy clients. 

Create informative content: Share blog posts, videos, and infographics that provide value to your target audience and establish your business as an industry expert.

Remember to include your Awards and Recognition (if you have any) and place it strategically. Add value to your website footer by including your contact details, policies, and other relevant links. Include appropriate CTAs (Call-To-Action) throughout your site so prospective clients can take the necessary steps and hire your services. For example, a ‘Contact Us’ button or a ‘Request a Quote’ form can be effective CTAs.

2. Use social media: Platforms like Facebook, Instagram, and LinkedIn are great for sharing your projects and engaging with your audience. Create posts regularly to update on services or special offers. 

Local SEO is mainly about getting listed in local online resources and optimizing your website’s and other platforms’ online content to reference location-relevant key phrases and regional names rather than generic keywords. 

Your construction business listing must be consistent across all platforms you use, mainly because changing it later will be challenging (think about logo placement, colors, and font).

3. Register your business on online directories: This will help increase your visibility and attract more local clients. 

• Google Business Profile – This is a free tool for promoting your business profile and website on Google Search and Maps. Even if you don’t have a website, your Google business profile is the most crucial resource for local businesses. Claiming and verifying your business’s listing will help your efforts appear in local search results.
• Bing Places – Microsoft’s version, which might be less popular, still needs attention. It works the same way, allowing you to claim and verify your business’s physical location and have it appear in Bing Maps and on mobile devices running the Windows Phone operating system.
• Yelp. Yelp is an online urban guide that provides local business listings. It recently replaced the relatively unsuccessful Apple Maps app for iPhones and iPads, and these devices now use data from Yelp to display local information with their included mapping apps. Given the enormous popularity of iPhones, the advantages of getting listed on Yelp should be obvious.

4. Attend industry events: Trade shows, conferences, and networking events are great opportunities to meet potential clients and connect with other professionals in your industry. 

Remember, networking is about building relationships, not just collecting business cards. Be genuine, be interested in others, and follow up with people after you meet them to continue the conversation.

The key here is to stop looking at every person in your networking group as a potential sale. Especially early on, be more concerned about what you can give than what you can get from these meetings.

Give materially by sponsoring group events, donating to fundraising, or bringing bagels to the meeting. Give your time and effort by contributing to a service position, or be free with great ideas and a welcoming smile.

The long-term value of networking groups lies in building strong trusting relationships that will give you influence beyond the people in your immediate group.

5. Word-of-mouth referrals are the most cost-effective way of gaining new customers because you don’t have to spend anything on advertising or marketing. Research has repeatedly shown that referrals have a higher conversion rate (inquiries to sales) and spend more than other customers. People have more confidence in a business recommended by friends or colleagues.

Referrals will happen naturally if you provide excellent service and good value, but you can improve your referral rate through an active incentive program.

Final thoughts

This seems a lot to do, especially if you’re single-handedly working and managing your business. But unless your construction company has lots of work stacked up, there will be times when there is nothing to do, and that is the best time to think about Strategic Marketing and following the adage:

“Dig your well before you are thirsty.”

You will only build a loyal client base if you earn your visitors’ trust, which is why companies value social proof highly. Proving your construction business’s value online takes a unique skill set, but boosting it during your downtime is a great practice.