How to Use Digital Marketing to Succeed in the Construction Industry?
Table of contents:
Introduction
Use Digital Technologies to Beat the Competition and Secure the top Spot for Your Construction Company
The Most Innovative Digital Marketing Strategies and How to Use Them
What Your Construction Company May Gain from Understanding Marketing Trends
Get Help From Top Rated Digital Marketing Agency!
If you run or intend to launch a construction company, you must use digital marketing techniques to stay at the top of your competitors. Although it may have been optional in the past, this is now more necessary. This is relevant whether you're selling directly to consumers or other companies because 96% of B2B clients prefer to use the internet to do business with manufacturers and sellers, according to statistics from Redstage.
Studies focused on the construction industry show a clear difference from traditional marketing strategies. It’s true that digital marketing for construction industry has expanded, and technology continues to change.
Use Digital Technologies to Beat the Competition and Secure the Top Spot for Your Construction Company
Marketing strategies are constantly evolving. Before the internet, you had to place an advertisement in a newspaper, place a billboard, or air a television commercial to inform consumers about a new product or service. Marketing was simple and clear: companies paid to use these channels, and their ads would be seen by everyone, whether or not they made a purchase. So how is the construction industry changing as a result of digital marketing? First off, traditional advertising strategies are essentially no longer effective.
Previously, consumers would read paper ads for a few minutes, but nowadays, they will leave a website if it takes more than a second to load. This is because knowledge started to be absorbed more quickly than before when society transitioned from using paper to using digital media. And if it takes too long, it's not worth the effort.
Customers spend a lot of time online every day, allowing marketers to communicate with them more freely. Additionally, it has helped accelerate "lead generation" and sales conversion rates. As a result, communication channels have increased, and consumer interaction has improved.
The importance of digital marketing has rapidly increased, and it is now a key tool for marketers. They now use podcasts, videos, and other digital tools to advertise their products and services.
Although several businesses have embraced digital marketing strategies, the construction industry has not yet done so extensively. As a result, the drivers of this transition are the most creative construction companies.
So, to help you launch your company successfully or get the most out of your present marketing budget, let's take a look at eight of the most popular digital marketing trends now prominent in the construction industry and how these innovative methods might benefit your company.
The Most Innovative Digital Marketing Strategies and How to Use Them
- Paid search and social media advertising
The majority of contemporary ad networks, including Google's and those provided by significant social media platforms, offer strong targeting options, making them useful for construction companies.
Depending on the chosen solution, any business can use these platforms to pay to run advertisements that show up on search results or a user's feed. In addition, with the help of ad targeting, businesses are able to choose who exactly they offer these advertisements. For example, depending on the platform, you can display advertising based on a user's interests, geography, income, or the sector they work in.
In essence, these techniques enable you to accurately target your intended audience. For example, Geotargeting, which involves serving advertising to people in a specific area, is the best place for construction companies to start. This ensures that only customers in a certain location you can genuinely serve are seeing your adverts.
From there, you may filter based on various criteria, including age, income, type of property, business or sector, and more. The ultimate objective is to narrow down a consumer base that suits your regular clientele and is likely to convert. This is how smaller, growing companies can establish a presence and fill a niche that main competitors can't.
- Email marketing
Your company can use email blasts as a key small business advertising strategy to expand its client, nurture existing leads, and keep in touch with existing customers.
Email marketing campaigns are an effective tool for keeping in touch with both existing clients and potential leads. You can inform customers of corporate updates, promote specials or new products, and remind them of your brand's existence with a brief email blast.
Adapting email content for construction companies based on the requirements and preferences of your contacts would be helpful. For instance, you could send targeted emails with more focused information based on past customer purchases and weekly newsletters that update all contacts on new products and company developments.
Additionally, you may use email blasts to promote unique offers that can boost conversions, such as "early-bird" discounts available only to mailing list subscribers.
This allows you to monitor how customers interact with your advertising and provides you with a thorough understanding of who responds favorably to your marketing. Of course, you may always use an email management solution to effectively manage your inbox and address team communication issues if you need additional information.
- Improved site navigation
The website for your company serves as the hub of your internet marketing operations. This indicates that an engaging website helps in attracting visitors. Additionally, it implies that a complex or unpleasant website could turn away potential customers.
If you want your efforts in digital marketing to be effective, making your site as user-friendly as possible is essential. No matter where a visitor is on your website, pages with essential information like business hours, contact details, and product listings should be easy to find.
To do this, your header should provide easy access to every page a visitor will probably require, including the products and services offered and the company's contact details. By including these page links in the site header, you can ensure visitors get clarity and satisfaction while looking for the information they need.
- Content marketing
The use of content to market your business and establish trust with your audience is known as content marketing. Content is frequently defined as articles, blog entries, or informative graphics, although any useful and interesting piece of media can be used. Any format can have an impact, yet most businesses use information in the form of articles and infographics.
According to survey data from The Manifest, content marketing is a helpful tool regardless of the values you want to promote. As a result, more than half of all companies have used the tactic in some manner.
Short pieces posted on your website or sent to newspapers in your industry can be a wonderful place to start if your company has yet to try content marketing. With the help of these articles, you may inform your readers and build the credibility of your company.
- Video Marketing
According to Wyzowl statistics, video is the most captivating material on social media platforms, and 85% of businesses use video advertising in some way to promote their brands.
You may promote anything with video, including your company's products, efforts, and projects. Video marketing can take numerous forms and is not limited to one kind of content. For example, some businesses find success in conducting interviews with prior customers or partners. As a specialization of many animation studios and marketing companies, motion graphics have also been quite successful for other businesses.
The secret is to figure out what your customers enjoy and what works for your business. This may include product reviews, customer testimonies, product coverage, or a variety of other things. Also, don't stress about producing content with cinematic quality. You'll only become better with each successive release if you start out small and prioritize authenticity over spectacle.
- Webinars and digital events
Hosting webinars and other digital events can greatly increase attendance knowledge while enhancing your construction company's reputation. For example, you can host a webinar to share your expertise with possible customers and contacts in your industry if there is a subject you could speak on for an hour or more, such as building materials or the safety of construction equipment.
Webinars can also generate leads. For example, the attendee list can give you a list of emails from individuals who are both likely to be your company's audience and probably to be interested in the products and services your company has to offer after the presentation. In addition, if you document a webinar, you may afterward use the video as content to help drive more visitors to your website.
- Live chat and chatbots
One of the most often used forms of digital customer service for companies is live chat, which has swiftly gained popularity. By adding a live chat window, businesses can provide rapid access to customer care representatives for website users who need information about their products or services.
These customer support representatives could be improved with chatbots. These bots may respond to simple consumer inquiries right away, capturing data to be shared when a service representative is available. Some highly developed chatbots with AI can even manage simple requests independently.
Live chats and bots can occasionally help customers to convert or, at the very least, understand more about a company because they can give customers additional information about their alternatives and answer simple questions.
- (SEO) Search Engine Optimization
Most people turn to the internet for information when they need it, typically in the form of a simple Google search.
A group of strategies known as search engine optimization (SEO) can be used to make your website more appealing to search engines and possibly improve its position in the results. For example, visitors seeking information relevant to your line of work are more likely to find you if you appear higher in the search results.
In most cases, SEO entails both optimizing current content for web searches and conducting keyword research to determine what your audience is searching for.
Analyzing the use of content marketing on your competitors' websites is a useful method for keyword research. When you enter keywords related to your business, who comes up? Although you shouldn't steal their ideas, you can structure your content creation process for your website using their methodology.
Additionally, you can conduct a search for keywords that other companies in your industry appear to have ignored and concentrate your content strategy on those keywords.
What Your Construction Company May Gain from Understanding Marketing Trends
All businesses, including construction companies, must use digital marketing. Currently, content marketing, video, and SEO are some of the most popular strategies among construction companies, and this popularity will only grow in 2023.
Start using one or more of these tactics as soon as possible if you want to compete and get the most out of your marketing efforts. Find ways to integrate these projects into your main company plan, and be sure to establish performance standards first. These tactics are just gaining momentum in the construction industry, offering plenty of chances for savvy companies like you to take advantage of them immediately.
Get Help From a Top Rated Digital Marketing Agency!
Did you know that aside from strategies we've already tackled, there are more innovative ways to market your construction business and reach the right audience? Winterplay Studios, a top-rated digital marketing agency, is here to help you take advantage of all the modern tools available today. With our help, you can easily generate leads and drive traffic to your website. We ensure that you stay ahead of the competition and maximize your ROI. Our experienced team can help your construction company create a powerful, holistic digital marketing strategy for any budget.
We offer various services tailored to your needs, including but not limited to the following:
Social Media Services: We can help you grow your social media presence. We will provide you with an effective content plan to maximize engagement and reach the right people. With our plans, you can choose the number of likes, followers, and views depending on your needs and budget.
SEO Services: Our comprehensive SEO services are designed to help your website improve and rank higher in search engine results pages (SERP), thereby improving visibility and driving more traffic to your website. Our team of experts will use a combination of keyword research, content optimization, and link building to ensure your website stands out from the competition.
Content Marketing Services: Content marketing is an effective way to reach your audience and boost engagement. With our help, we can create engaging blogs, videos, infographics, and more that are tailored to your business and objectives.
Our goal is to help you reach the right people, create more leads and generate more revenue. So contact us today, and let's discuss how we can work together to achieve success!