How to market a construction business

How to market a construction business

The way people shop for services and products has changed dramatically in the last decade. According to research from Brightlocal, 97% of consumers will search online for a local business. A great construction marketing strategy is as crucial for the construction industry as it is for any business.

However, marketing a construction business differs from marketing any other type of business. You will need to consider who your audience is, and how they might search for you online. You’ll also need to consider online reputation management, and the very unique challenges your construction business might face.

Challenges to the construction industry

Construction has a unique set of challenges that set it apart from any other industry. Considering these challenges while creating your construction marketing strategy, alongside ESG implications, will contribute massively to your success.

As an example, one of the top global challenges faced by construction is a shortage of skilled workers. Aside from traditional construction methodology, it’s also difficult to find workers skilled in new green building techniques. These techniques are becoming more prevalent, quickly driving change within the industry.

Local contractors can utilise the hiring power of LinkedIn, and other social sites, to find suitable candidates. LinkedIn can help you access a vast network of workers and cultivate positive relationships with other business owners.

Here are some of the main challenges faced by construction:

  • Covid-19

  • Worker safety

  • Slow adoption of technology

  • Labour shortage

  • Sustainable building

  • Gender diversity

  • Communication

  • Uncontrolled growth

Potential ESG considerations

ESG stands for Environmental, Social and Governance. It serves as a set of standards measuring the ethical implications of investing in a business. Construction is under increasing pressure to consider ESG at every stage, and it’s easy to see why. Construction businesses use 32% of the world’s natural resources, with the built environment contributing to 45% of greenhouse gas emissions.

Considering ESG as part of your construction marketing plan can help demonstrate your commitment to meeting ESG standards. A solid ESG-motivated strategy can also offer the benefit of showcasing your values and spreading awareness of your brand.

Effective ways to market your construction business

Many construction businesses rely too heavily on outdated and outmoded marketing practices, such as word of mouth from existing customers. Unfortunately, a construction company that relies too heavily on traditional methods may be missing out on vital opportunities.

It’s important for any construction company to capitalise on the rise of digital marketing to grow their business. It provides amazing benefits, such as engagement with a bigger audience and access to positive reviews from past customers. Understanding where your customers are and what they’re searching for will help you engage them across multiple platforms.

Here are some of the most effective construction marketing strategies for 2023:

Maintain an up-to-date website

Around 71% of small businesses have a website. Websites are often the first place potential leads will go to access more information about your company. In fact, 97% of potential customers use the internet to learn about a business before making a purchase decision.

By creating a user-friendly website, you can increase web traffic, showcase your brand and keep valuable information up-to-date. As a matter of fact, if you don’t have a website, customers are 62% less likely to trust you.

Take advantage of social media marketing

Many construction businesses avoid social media, but it’s one of the best ways to help your business stand out. A staggering 4.62 billion people use social media globally. This represents a huge list of potential clients.

A solid social media strategy will give you access to a much wider audience. Posting consistently across the social platforms that your audience is engaging with will help humanise your brand and increase brand awareness. It’ll also help you generate new leads and build stronger relationships with customers and decision-makers.

Social media marketing will also provide you with useful insight that can generate huge ROI. Social media analytics will help you understand how to make the most out of your marketing campaigns. It’ll also help you define your target audience and create more optimised content in the future.

Define your target audience

Many construction companies avoid defining a particular target audience so that they can appeal to a wider customer base. However, defining a target audience will enable you to make more focused construction marketing efforts and generate more qualified leads. It also helps you make more efficient use of your resources and enables you to make more effective decisions.

Be consistent with branding

What do Nike, Macdonalds, Apple and Netflix have in common? They’re all easily recognised by their branding and logo designs. This is what strong branding does. It helps your construction company be more memorable to your target audience. It can also help set you apart from your competitors and build your credibility.

Consistency in branding can also have a huge impact on your bottom line. A report by Lucidpress found that brand consistency across channels can increase revenue anywhere from 10% to 20%. Construction companies that focus on branding, therefore, can build a strong reputation that can positively impact sales and drive growth.

Utilise content marketing

Creating relevant content as part of your overall marketing strategy is one of the best ways to impact your business. Content marketing has numerous benefits. It can answer your audience’s questions, generate leads, reach new customers, establish yourself as an authority, and generate more business.

It can also help you generate a higher volume of search traffic. By starting a construction blog, for example, and regularly posting construction-related topics, you can improve your online search visibility. You can also generate more qualified leads, especially if you continuously post about the topics potential customers are interested in.

There are many effective content types, including:

  • Video content
  • Landing pages
  • Email campaigns
  • Blog posts
  • Ebooks
  • Case studies
  • Guides

Use paid advertising

Some of the best and most effective marketing campaigns involve paid advertising. The online advertising platforms list is vast, and includes Google ads, Facebook ads, Twitter ads, LinkedIn ads, and more.

Aside from offering a hyper-targeted way to reach your clients, paid advertising can also help you generate brand awareness. It can also provide you with a great way to market individual construction services that are tailored to a specific audience. A marketing team that includes paid ads in its marketing budget could redirect around 65% of traffic to your business.

Set up Google business

Google Business is incredibly important for construction marketing. Claiming your online profile allows you to take control of your online reputation across a vast network. With maps, reviews, contact information and local search, you can control how potential clients see you while boosting local SEO. In fact, creating a Google business listing, and adding your business to other directors, could increase your customer base by 86%.

Are you missing out on the untapped potential of digital marketing and online reputation management? Set yourself apart from the competition by booking a free strategy call with AMBITIOUS on 0117 905 1177 or email us [email protected].

0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *