Marketing is not something that many small construction companies generally think about. It seems like another world away from the rough and ready construction industry. The reality is that marketing is more important than ever for every type of business but especially the construction industry.
There are almost always gaps in between projects that cause problems for just about every construction and contracting business. The right marketing strategy could reduce or even eliminate these gaps so the business can truly take off and beat the competition.
In this article, we will go over some strategies to bring your construction business to another level.
1 – Lead generation
People often think of lead generation for insurance companies or real estate agencies. However, lead generation for contractors and construction businesses should not be overlooked.
There are multiple ways to drive these leads but one of the most effective is to use a lead magnet that encourages visitors to a website to exchange their email address for it. The trick is to bring people to a landing page where they can see the offer and leave their email. Bringing traffic to the landing page should be set up like a funnel.
Social media is a good way to bring in the traffic quickly by building a loyal following. Do this by posting helpful content and you will build trust and bring traffic to your landing page through the profiles.
Once you have a solid list of leads, you can use a bid management software program to make it easier to convert those leads into clients.
2 – Local SEO
Since most people are looking for construction projects locally, it is a good idea to make sure that your company shows up first on local Google searches. This is called local SEO and is an organic way to bring people to your website. This serves as a way to get people to your landing page to build your email list to create leads and to give people the information that they are looking for to see if your company is right for their project.
You can handle your own business page on Google so it has all the relevant information that Google needs to verify the business. Then, you’ll need to have the right content on a blog that will bring people searching for certain keywords to your site.
3 – Run ads on social media
Advertising on social media is a very cost effective way to get your brand out there. You can do it organically on social media, but ads allow you to be highly targeted when getting to your ideal customers.
For residential construction companies, using Facebook and Instagram are a great way to go since the people that will be your customers are likely spending their time there. For commercial projects then running ads on Linkedin is the way to go since the people paying for these projects are not spending their time on Facebook.