Construction Marketing 101: Tips & Ideas for Construction Companies
As the owner of a construction company, you know you have to get your name out there. But how can you do it effectively and affordably to reach the most people — but more importantly the RIGHT people? There’s no sense in wasting time marketing to everyone when you’re really just targeting established homeowners who may want additions, finished basements, and new roofs, for example. That’s why you need an online marketing expert who focuses solely on the digital marketing needs of contractors, like Up and Social does. But more on that later.
For now, it’s important to know that the world of online marketing is one that’s constantly evolving. Keeping up with the trends means having your finger on the pulse of many components, from SEO to design and beyond. If navigating the digital marketing sphere has you confused and leery, take a look at these tips and ideas specifically for construction companies.
Invest in SEO
Construction company search engine optimization forms the backbone of your entire site. It’s what’s weaved into every page’s content that really counts when you’re trying to capitalize on keyword searches. It makes sense to craft your content with the keywords that people are really looking for. In a nutshell, construction SEO is the process of getting your construction website to rank on the first page of search results that your target audience is seeking. For example, you would likely strive to get your company high results for the keyword “best construction company [your town].” A lot of research goes into which keywords are important and which ones aren’t. If you aren’t familiar with it, this is where an SEO expert comes in very handy. The results aren’t as immediate as PPC, which is a paid approach to advertising your business. But this organic approach can yield significant positive results if given the time to nurture and grow.
SEO can do a lot of good things for your business. Dubbed “modern-day warfare” by Construction Business Owner, SEO is necessary if you want to rank high in search engine results pages, drive website traffic, and, ultimately, sales. It’s also key in building brand awareness and driving sales.
A good tip to remember: Include on-page SEO techniques that essentially become part of the website itself, such as meta coding, URL structure and redirects, and landing pages for keywords. Meta tag coding is the most important and includes meta descriptions, image tags, and title tags. Meta descriptions, 160 characters long, should accurately yet succinctly describe the content relevant to each page. Don’t forget to include local keywords such as city and state.
Post YouTube Videos
You’re lucky to be in such a visual business. People love how-to videos and explanations of common construction processes. YouTube is where you should focus a lot of your social media efforts. As the second-largest search engine behind Google, it’s a go-to tool for those who want to learn anything from how to fix a shingle to how to tackle small DIY construction projects. Wait a minute…you may be thinking…why would I post a video showing people how to do the very service I’m offering? Good question. Do it right and it will pay off in spades for you. Trust is huge. Without it, you won’t get far in the minds of your customers. Gaining that trust can be done with the right approach, and one of those approaches is posting regular how-to videos. The value you provide to your loyal viewers will translate into paying leads later when they need to hire a construction company for a bigger project than they feel comfortable taking on themselves.
A good tip to remember: Target your local audience by promoting your videos on your blog and social media platforms. You can even boost Facebook posts to others in your location, says the Huffington Post.
List Your Company in Local Directories
This can be an invaluable endeavor, especially for those in the service sector like yours. Not only are directories a great way to increase your online presence, but they also allow you to target the demographics that may be looking for a contractor like you. From Yelp to Angie’s List to Contractors.com, there are plenty of directory sites out there to choose from. Get on as many as you can.
A good tip to remember: Make sure all directory submissions are filled out completely and accurately, with the same exact information listed in the same exact way. Add all the basics such as website, phone number, and email address so potential leads can easily contact you.
Stay Active on Social Media
We get it: you’re busy. The construction business can be brutal, one that takes your time, attention and often sanity away at all hours of the day. However, staying connected with your customers and potential customers is critical to fostering trust and likeability. The best way to do that is to get on social media AND stay active once there.
You may assume the construction industry isn’t one that’s particularly tech savvy but you’d be wrong. A recent survey from the Construction Marketing Association appearing on Socialnomics says 97 percent of construction professionals surveyed are active on social media, representing a seven percent year-over-year growth rate. In fact, blogging, posting videos on YouTube, and Tweeting on Twitter have increased 8, 12, and 13 percent, respectively, since the previous year.
That being said, it’s important to know which social media channels are most effective for your construction company, area, and services. You don’t need to be on every social media platform out there. Instead, narrow down your focus to ensure the best results.
A good tip to remember: Try Facebook ads to hyper-target your audience through qualifiers like net worth, location, and job title.