No matter what sector of the construction industry you exist in, you’re probably aware of how highly competitive the market can be. From roofing contractors to landscaping professionals, there are tons of construction businesses that are all constantly vying for the attention of homeowners and property managers. And while traditional marketing methods still generate results, they are not as effective as they once were. As such, many businesses are turning to digital marketing avenues to generate leads.
In this article, we’ll explore some of the best practices for maximizing the impact of your digital marketing across the construction industry.
Why Should You Invest in Digital Marketing?
Simply put, digital marketing can be a game-changer for construction businesses. Unlike traditional advertising methods, digital marketing uses techniques like social media marketing, email campaigns, and Google Ads to reach customers at the right time and place. These strategies offer reliable solutions to help generate quality leads through cost-effective means, increase brand visibility and awareness, and completely reshape your local reputation.
When comparing digital marketing to traditional advertising, one key advantage to note is how digital reduces your overall spending on marketing. Traditional forms of advertising like on billboards, radio spots, or in print magazines can be incredibly expensive. However, there are many digital marketing platforms that can lower costs for improved lead generation. This is because campaigns on platforms like Google Ads can be configured and optimized to reduce the average cost-per-click (CPC) or cost-per-impression while simultaneously driving real results.
In addition, there are several digital marketing strategies that allow you to gradually nurture leads along through your sales funnel. For instance, if a consumer visits your website, you can leverage digital tools to serve retargeting ads to that individual to keep your company at top-of-mind. Or if a consumer signs up for your newsletter, you can enter them into a marketing automation funnel that will send weekly emails to that prospect to increase your credibility and encourage conversion.
Last but not least, digital marketing strategies can help drive customer loyalty and retention as well. These days, most brand interactions occur online and consumers are more inclined to trust and engage with businesses that prioritize digital communications. As a construction business, make sure you take the time to create a robust social media presence where you can directly engage with your consumers online. Those interactions can be very valuable for your brand identity and, over time, they will help build loyalty within your target audience.
How to Make the Most of Your Digital Marketing: Identify Your Ideal Customer
First things first: before you dive into digital marketing, it’s important to first develop a clear picture of your ideal customer. Even if you have a rough idea of who they are, it’s wise to dive deeper into that audience and identify key segments that are well-suited for your business.
1. Define Your Target Audience
Who is the best type of client or customer for your business? For most home improvement or construction businesses, your ideal client is likely homeowners in your area, but you can take things one step further in your definition.
Ask yourself: On which types of projects do you see the most significant return on investment? Are they high-end properties in a specific geography? Look over your previous customers and try to pull out any key details or data on them (e.g., household income, marriage status, occupation, demographics, etc.).
There are likely segments within your target audience that are the best markets to go after for your business. Knowing which segments exist within your target market will help you create an effective marketing strategy that speaks directly to those individuals or businesses who are most likely to need your services.
2. Create Target Personas
To help you get a concrete picture of the segments within your target audiences, it often helps to create detailed personas of your target consumers. These are fictional consumer personas that you will build from your data and findings to identify common characteristics of your target audiences, including their goals and challenges.
If you’re not sure where to start with your data for these target personas, pour through your CRM system to get a better sense of your existing data. From there, conduct your own online research, send out surveys to previous customers, and conduct interviews with existing and/or potential customers.
From there, create a detailed profile for each segment within your target audience, including information like demographics, buying habits, preferences, and pain points. The persona should also include information about their online behaviors, such as their preferred social media channels and online review sites.
Establish an Online Presence
In today’s digital age, having a website and social media profiles is a necessity to reach potential customers and build credibility with them. Using the target personas that you just developed for your construction business, take some time to work through these key steps.
1. Create a Google Business Profile
Setting up a Google Business Profile is an essential step for any roofing or construction business looking to maximize its digital marketing efforts and get more qualified leads. Google Business Profiles are those listings that populate in search results and the Map Pack when you search for specific businesses, products, or services. With an optimized Google Business Profile, you can improve your online visibility and local search engine rankings instantly.
When setting up this profile, make sure your NAP (name, address, phone number) is accurate and consistent with what’s listed on your website. In addition, make sure you select multiple business categories to help improve your online visibility and include relevant keywords in your Profile’s description to help give your local rankings a boost.
In addition to the basic information, upload high-quality photos of your construction services and projects to showcase your work. You can also regularly update your Google Business Profile with posts to engage with customers and keep your business top-of-mind.
Don’t stop with a Google Business Profile though! It’s a good idea to set up listings on other platforms like Apple Maps, Bing, Yelp, and others. Keep the tips outlined above in mind too.
2. Optimize Your Website for Relevant Keywords
Want to drive more free traffic and leads to your website? Then you need to prioritize search engine optimization (SEO) strategies. When you optimize your website for specific keywords and phrases, your website will start to rank higher in search results for those relevant keywords. With the right strategy, you can boost your organic rankings over time and eventually secure positions on the first page of search results for many phrases, which can be crucial for increased site traffic and lead generation.
To optimize your website, keep these tips in mind:
- Look at competitor websites to see which types of keywords they are optimizing for. Use that information and other data to select the right keywords for your website.
- Strategically update your site content to include these keywords. Be sure to sprinkle in the phrases throughout the paragraphs, bullet lists, and headers.
- Ensure your website has a quick loading time, as Google pays attention to that factor and it will influence your search engine rankings.
- Continuously publish high-quality content on your website that is optimized for relevant keywords and provides value for the user experience.
3. Utilize The Right Social Media Platforms
Depending on your target personas, you will need to get your business established on various social media platforms. That doesn’t mean you need to be on each platform though. Just focus your energy on the platforms that you know your target personas interact with the most.
Here are some tips to maximize lead-generation efforts on your social media accounts:
- Run small contests or promotions. Encourage your followers to share or like a post for a chance to win a free or discounted service/product. This can increase engagement, followers, and eventually leads.
- Invest in social media advertising. Through ads, you can reach individuals outside of your follower base and target your ideal personas on a micro-level.
- Develop value-add content for your followers that offers educational insights or other relevant information. This type of social strategy can increase loyalty among your existing followers and attract new customers. Don’t forget to respond to comments and messages in a timely and professional manner, and share customer reviews and testimonials too.
Develop Content That Drives Conversions
Content marketing is a powerful tool within the construction industry. Consistently delivering high-quality, educational, and engaging content can establish your business as a thought leader and expert in the field. It can also help drive website traffic and generate new leads.
To create effective content, go back to your target consumer profiles. What are their pain points, needs, and challenges? What solutions can you offer? Answering these questions can help you create content that resonates with your audience. From blog posts and infographics to videos and eBooks, developing a content strategy that speaks to your target audience can reap dividends for your business.
1. Carefully Craft Blog Posts and Articles
In the information-gathering phase of the buyer’s journey, potential customers are seeking answers to their questions. By providing free helpful content that answers frequently asked questions or provides guidance on how to do certain things, you can start building trust with your audience.
Additionally, showcasing your crew members and completed projects through blog articles can help potential customers see the quality of your work and the experience of your team. For instance, if you are a roofing contractor, your blog posts could include images of your staff completing roofing projects and you could relay insights about roofing damage to help homeowners expand their home improvement know-how. Your prospects will greatly appreciate those real-world images and the educational information that you provide to them.
By providing valuable information and building trust, you can increase the likelihood of converting first-time website visitors into paying customers. Don’t forget to also promote your blog posts and articles through social media, email marketing campaigns, and other marketing channels to reach a wider audience and increase your chances of generating exclusive, quality leads.
2. Design Infographics and Leverage Video
Infographics are visual representations of information that can easily convey complex data, statistics, and trends in a simple, engaging way. These graphics are great collateral for social media campaigns and email marketing strategies, just to name a few. To create an infographic, use eye-catching visuals such as coupon cards, on-site photographs, and cute digital designs to make your message more effective. Make sure to use a clear and concise template that is easy to understand at a glance.
Similarly, videos offer another effective medium to highlight your expertise and establish credibility in the market. Your videos should showcase your industry knowledge and offer solutions to common problems. This will build trust with potential customers and reassure them that they are making the right decision by choosing your business.
3. Publish Case Studies and Testimonials from Happy Customers
Case studies and testimonials are excellent ways to showcase your company’s credibility and customer satisfaction. Take some time to reach out to your satisfied customers and ask for feedback on their experiences. This feedback can be gathered through surveys, phone calls, or follow-up emails. If possible, encourage your customers to make their reviews public on platforms like Google or Yelp, as that will greatly benefit your long-term lead-generation efforts.
Testimonials should be short and to the point, highlighting a specific benefit or outcome. Case studies can be more detailed and in-depth, providing concrete examples of how your company has helped other clients. If you develop case studies, make sure you have firm numbers and percentages to include that highlight the impact of your efforts.
Don’t Wait to Get Started with Digital Marketing
Businesses within the construction industry have a huge potential for increased lead generation through digital marketing techniques. By utilizing the right strategies and tools, businesses can reach their target audience(s) at the right time and the right place. Don’t miss out on the opportunity to grow your business and stay ahead of the competition. Maximize your digital marketing efforts today and watch your leads soar!
An author of Namaste UI, published several articles focused on blogging, business, web design & development, e-commerce, finance, health, lifestyle, marketing, social media, SEO, travel.
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