What’s the difference between a construction company that’s growing and one that’s stagnant?
The answer: a killer inbound marketing strategy.
But as the owner of a construction company, you have little time to think about your marketing plan. Plus, that’s not exactly your area of expertise. Perhaps that’s why so many construction businesses choose to outsource their marketing.
If this scenario sounds familiar, read on. We’ve got three great construction marketing strategies that can help you gain more leads, win you more customers, and guide your thinking as you’re vetting marketing agencies.
1. Improve Your Local Search Presence
When your prospective customers are starting their online search for construction services, their first thought will most likely be: “What’s around me right now?” Our deep reliance on mobile devices today has resulted in explosive growth for “near me” searches—and that’s especially true for service-based industries like construction. Boosting your online search presence not only captures more leads, but also higher quality leads who are more inclined to click in the moment.
To capitalize on this, you’ll want to be sure you’re partnering with someone who can help you improve your local search presence. Start by setting up your business listings through online tools like Google My Business and Moz Local (shown below). Then make sure you’re maintaining and updating those listings, modifying phone numbers or physical addresses as needed. You’ll also want to have a dedicated resource who can respond to and watch customer reviews, as negative reviews can affect your Google ranking. Your SEO strategy is integral here.
2. Leverage the Power of DIY (Do-It-Yourself) Content
Many would characterize construction industry buyers as a highly hands-on audience—and we tend to agree! That gives your construction company a distinct edge – how-to blogs and video tutorials can be a vital piece of your marketing strategy, and a perfect way to engage your ideal audience. When done right, this type of content is a very effective way to build trust among your online prospects who are searching for the services in which you have expertise.
To create content that really strikes the right tone with your target audience, it’s hard to know where to begin. A good starting point? Think about the questions that your customers are trying to solve. For example, how do I install or maintain an HVAC? What are the steps to repair a gas furnace? You can also rely on tools like Quora (shown below) for much-needed content inspiration.
From there, it’s best to work with a writer who can help you create content around those questions. Then be sure to promote that content through social channels that cater specifically to the DIY crowd: Houzz, Pinterest, YouTube, and LinkedIn Groups. Finally, a good keyword optimization strategy will help ensure your content rises to the top of search results.
Remember, a good marketing agency should be able to walk you through the best way to combine YOUR industry expertise with THEIR marketing savvy. As you’re vetting marketing resources, be sure you inquire about their approach to content creation and promotion—and make sure it’s aligned with some of the best practices listed here.
3. Scratch That Niche to Optimize Lead Gen
Your construction business can’t be everything to everyone—what do YOU want to be known for? Do you have certain qualifications? Is flooring your specialty? Do you possess specialized equipment that your competitors do not? A study conducted by FMI found that construction companies who specialized in serving a particular segment won bids nearly twice as often as those that did not.
Additionally, according to HubSpot, there are only “a finite number of places people can go for information specific to that area”—and promoting your niche helps you target a smaller but more qualified pool of online searchers, ultimately yielding better results. Learn more from HubSpot on inbound marketing for your niche business.
So, what does that all mean for your business? You may want to kick off your marketing efforts by finding your niche. Then, learn more about the wants and needs of the prospects within that niche by developing buyer personas. This step is key; buyer personas will better shape your marketing efforts to pull in more qualified leads. As you’re talking with prospective marketing agencies, you may want to inquire about their experience in developing buyer personas (or better yet, ask for samples).
While this blog touches on just a few top strategies relevant to construction marketing, there is plenty more to consider as you’re considering your own marketing needs and vetting agencies. For example, does an agency prospect know how to create marketing plans that cater to long sales cycles? Can they advise you on whether pay-per-click makes sense for your company?
Overall, you want to partner with an agency that doesn’t push its own suite or marketing services onto your business. Instead, try developing your own list of construction marketing must-haves before starting the conversation—and you’re likely to find a marketing approach that best fits your needs.
Think you're going to outsource your marketing but still need a little more information? Check out our 7 Signs You're Ready to Outsource Your Marketing guide and see if it's right for your business!