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Strategies

7 Construction Marketing Strategies

for Professionals Who Are Looking to Scale Their Business

By Steven Macdonald
November 09, 2021

Have you ever looked at your local construction company and wondered how they keep getting bigger? Have you ever thought about what got them started? The answer is that they took the time to learn the business. When you are doing this, it can be challenging because the information is scattered all over.

To help you out, here are some of the proven construction marketing strategies for professionals who are looking to scale their businesses.

1. Build a great website

In this day and age, a business can’t do without a great website. It is especially true for those in the construction industry.

Your potential clients will search for you online to read reviews, look up your portfolio, and only then decide whether you are the right fit for their project.

When you have a well-maintained website that is up and running, and has good reviews from satisfied clients, your prospects will trust your company.

Here are important pages that your construction marketing website should have:

An About page to let your website visitors know who you are, your history, and your experience.
A Services page that talks about the services you offer.
A Testimonials page to build trust.
A Gallery or Portfolio page that makes a visual impact and showcases the results of your work.
An SEO-optimized blog page that is frequently updated with fresh content.
A Contact Us page to allow clients to reach you easily.

2. Optimize your site for local SEO

If you are in the business of construction, you need to know about local SEO. It’s one of the most rewarding forms of search engine optimization because your business will be found online by potential clients in your area.

Local SEO refers to the process of improving how well your website does in search engine rankings for certain geographical regions. Also referred to as geotargeting, this strategy can help you get more clients in your local area.

Local SEO will also help your site rank higher, boost brand awareness, and ensure that your site attracts the most qualified leads. Though on-site and off-site SEO is vital, you should also focus on local SEO to appear on the top search results of clients near you.

As per statistics, 46% of Google searches are made to find local info. And 88% of people who do local searches on their smartphones either visit or call a store on the same day.

The aim here is to include your location keyword into your webpage or the title of your content, heading, and body of your content. Also, register your construction company on Google Maps and make free local business listings on Google My Business, Bing, and Yelp.

3. Make your number easy to find

Finding it tough to rank your website on Google, Bing, or Yahoo? It might be because you haven’t added your company phone number.

Customers will simply move on to your competitor’s site if they can’t find your contact number easily when they visit your site. Thus, make sure that your contact number is tied to the name of your company, no matter where your ad is appearing – online or in-person.

For instance, if you look at the three listings below that showed up while searching for “construction companies in Texas,” all three have contact numbers tied to their listings.

marketing strategies for construction companies

You’ll also note that they have provided a website, where you can discern their complete contact details through their “Contact Us” page.

They have even made it easy for customers to know more about them and their services through their “About” section.

4. Embrace social media

Social Media Marketing is a crucial tool for construction marketing. You can focus on social platforms such as Facebook, Twitter, and Instagram to reach homeowners.

These social channels are great for building referral communities that can help to pass on your name and do word-of-mouth advertising via the Internet. You can also get personal and build trust with your followers by letting them see who you are.

Make LinkedIn your primary platform. When you have a LinkedIn presence, you can connect with decision-makers who are looking for proposal submissions for big projects. LinkedIn is also great for building an excellent referral network with vendors.

Make sure that your LinkedIn profile and page are attractive, informative, and professional. You can post articles to set up your company as a knowledgeable and informed leader in your industry.

5. Use paid advertising

Paid advertising is a great way to get quick results in your marketing campaigns. It helps to get your brand’s name in front of people. As per statistics, 65% of customers click on PPC ads, bring twice the number of visitors compared to SEO, and convert 50% better compared to organic traffic.

Here are a few quick tips to get you started:

Use keyword suggestion tools for identifying ideal keywords.
Use negative keywords to weed out window shoppers.
Leverage customer reviews in your PPC campaign.
Leverage geotargeting for your ads.
Use A/B testing.

While these are all great strategies to optimize your PPC campaign, you need to pick a suitable platform to display your ads.

Consider investing in these PPC ads for your construction company:

Facebook ads
Google ads
Display ads
Instagram ads
YouTube ads

With the right paid advertising platform, you can easily target qualified leads that are ready to buy. Targeting highly specific demographics means you don’t waste money on irrelevant clicks.

6. Show the human side of your business

Customers will trust you more when you insert a human element into your marketing campaigns. It will, in turn, create brand loyalty and help you close more deals.

For instance, you can feature your staff in your marketing campaigns to let your customers see the human faces behind your business. They will connect with your business on a more personal level.

Here’s how Grogan Building Supply engages their audiences using Instagram:

They post photographs of employees on Instagram to celebrate a birthday or when they achieve a goal at work. They do this frequently, thereby strengthening customer trust.

7. Leverage Automated Tools

Digital marketing is on the rise, and is vital to construction companies looking to promote themselves more effectively. While some construction professionals may still be using traditional methods only, the more adaptable use email correspondence, automation tools, social media, and other online resources to bolster their brand.

Marketing tools (free ones included) are available to help professional construction companies build websites, conduct SEM/SEO, and social media campaigns.

Some even help contractors manage their construction rental business more efficiently. For instance, commercial contractors looking to lease out construction equipment should seriously consider using services, such as Sharefox. Such tools can help in keeping track of inventory and status of all rentals, thereby optimizing business operations.

Wrap-Up

Construction marketing can be an effective way to attract more qualified leads and increase your overall revenue. However, the construction industry is very different from most other industries. Most of the traditional marketing strategies applied to this segment don’t work as well as they should.

Make sure to follow a mix of the strategies mentioned above to scale your construction business and boost your revenue.

About the Author

Steven Macdonald is a digital marketer based in Tallinn, Estonia. In the last 10 years, he's helped e-commerce and B2B SaaS brands generate more than $100 million in new revenue through SEO, content and conversion optimization. Connect with him on Twitter and LinkedIn.

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