Marketing is critical for the success of any business operation, including construction companies. According to IBISWorld, there are currently over 3.7 million construction businesses in the United States alone. This includes engineering firms, material suppliers, remodeling companies, general contractors and real estate developers. To differentiate yourself from the competition, you need to have a very effective marketing strategy.
Looking for construction marketing help? You’re in the right place. In this article, you will learn why construction marketing is important and tips for effective marketing for construction in Denver.
So, what exactly is construction marketing?
Construction marketing simply refers to the strategies used by construction businesses to promote their services to a target audience. This could be through radio, television, in-person print materials or online.
Advantages of marketing for construction companies
Here are some of the benefits construction companies can enjoy from marketing:
Improved brand image: Marketing allows construction companies to build a
brand image that appeals to their target market. For example, a company could
use marketing strategies to influence customers to associate its brand with
durability and quality. Such positive associations usually build trust and
eventually boost sales.
Standing out from the competition: Construction companies are always
competing against each other for contracts and jobs. Marketing gives you the
opportunity to show customers why your company is the best option.
Enhanced customer relationships: A business could use marketing to engage
customers with the aim of understanding their concerns and answering their
questions. When customers feel that the company cares about them, they might
be more willing to sign a contract for construction work.
Expanded business operations: Marketing will help your construction business
reach more potential customers, find new jobs and expand operations. It can also
help attract new investors and partners.
6 steps to an effective construction marketing plan
Whether you’re a one-man army or you have a dedicated marketing team, having a marketing plan is crucial for your success. Here are the steps:
1. Establish your objectives
Consider what you would want to achieve with your marketing plan. Your objective could be one or a combination of the following:
Get more leads
Boost brand awareness
Increase web traffic
Increase sales revenue
Get more social media followers
Build partnerships with vendors
Be sure to set realistic objectives and develop a strategy for accomplishing those objectives.
2. Choose your target audience
Before executing your marketing plan, think about who your target audience is. Ask yourself the following questions:
Is your company targeting government, private, commercial or residential projects?
Are you doing business to consumer (B2C), business to business (B2B) or a combination of both?
How much are those in your target audience willing to spend?
3. Optimize your website
Having an easy-to-navigate and appealing site is a great way to promote your services to potential customers. Make sure your website has an about page, services page, testimonials page, gallery page, blog page and contact page. Improve your website’s search engine optimization (SEO) in the following ways:
Identify the keywords you want your business to rank for
Publish relevant content regularly
Use alt tags
Optimize meta descriptions
You can also improve local SEO by creating a Google Business Profile listing and asking clients to share positive reviews of your company.
4. Use organic marketing strategies
As the name suggests, organic marketing involves generating traffic to your site naturally. This could be through writing blog posts, publishing case studies, posting on social media, sharing videos and using hashtags to widen your reach. You could also use email marketing to build and maintain relationships with your target audience.
5. Invest in paid advertising
Generally, paid advertising generates a greater return on investment and higher conversions compared to organic marketing. Paid ads could include the following:
Google ads
Facebook ads
Instagram ads
Display ads
YouTube ads
Find out what platforms your target audience is on and create paid ads that directly address their needs.
6. Keep track of the numbers
Here are some of the metrics you should keep track of:
Bounce rate
Qualified leads
Time spent on your website
Customer acquisition cost (CAC)
Organic traffic
Conversion rate
A good analytics tool will reveal the effectiveness of your marketing plan. You can then use these results to readjust your marketing strategies accordingly.
Conclusion
Whether you’re a small or large company, you need a proper construction marketing plan to succeed. This will improve your reputation and attract more customers. Choose and implement the marketing strategies that work best for you. And don’t forget to track your results.