Marketing in the construction industry often lands on the back burner, especially when business is booming. It’s easy to fall into the trap of focusing solely on current projects and forget about advertising your services.
However, this could be a big mistake if you aim to keep your schedule full. Staying visible and attractive to potential clients is a must, no matter how busy you are. So, it’s important to carve out time for construction marketing.
The good news is that with a little creativity and effort, excellent marketing results are within reach. Here are some ideas to help kick-start your marketing plan and set your construction business up for success.
The 4 P’s of construction marketing
In the same way that any construction project needs a solid foundation to build upon, creating your marketing plan starts with a strong base. To create that foundation, you need a good understanding of the 4 P’s of construction marketing: product, price, promotion, and place.
- Product: Think of this as the summary of what you’re offering: your full range of construction services. Focus on what sets your services apart, like your building expertise, reliability, and commitment to using quality materials.
- Price: This is how much you charge for your services. It’s about finding the right balance between what it costs you to provide the service and what customers are willing to pay. Keep in mind your expenses and how your prices compare with others in the market.
- Promotion: This is all about how you tell people about your services. It includes everything from print media to social media marketing campaigns. The goal is not just to reach a lot of people, but to reach the right target audience.
- Place: Similar to the importance of a construction site’s location, this is about where and how you offer your services. This includes online and offline channels, such as an e-commerce website, physical storefront location, or construction service area.
These 4 P’s form the building blocks for your construction marketing strategies. By clearly outlining these key areas, you can make informed choices that attract customers and win more bids.
Why invest in marketing your construction business
Investing time and money into marketing is a good idea for all types of construction businesses, from general contractors to large firms. It’s the key to consistent lead generation, sales conversions, and full schedules. Here’s how you might benefit from making this smart move.
- Attract customers: Marketing puts your construction business in front of potential clients when they need your services most. It’s also a great way to show people you understand their pain points and offer their ideal solutions.
- Build trust: Marketing messages build trust by giving people an inside look into your brand. Customers feel more confident hiring a brand they know, helping you win more jobs and referrals.
- Establish authority: By sharing your knowledge and experiences, you position yourself as a construction expert. People who recognize and value your expertise are more likely to think of you first when they need projects completed.
- Stand out from the competition: A great marketing strategy helps your business stand out by highlighting your unique services and skills. This helps attract clients who are looking for exactly what you offer.
Well-planned marketing campaigns can promote the success and growth of your construction company. By investing in marketing now, you can build the outcomes you want.
Traditional marketing techniques for construction companies
Despite the rise of digital marketing, many construction companies continue to rely on tried-and-true traditional marketing techniques. That’s because they’re still highly effective in an industry that’s primarily built on trust and collaboration. Consider adding these channels to your physical marketing mix to shine brighter, connect with more people, and drive sales.
Trade shows
Trade shows bring industry professionals and clients together to chat, share ideas, and check out what’s new. You can have your own booth at these events to show off your construction services or products. It’s an excellent chance to meet potential customers in person, have face-to-face conversations, and show them how awesome your work is. And the best part? You can get their contact info to do business with them later.
Local sponsorships
Local sponsorships are a fantastic way to give back to your community and, at the same time, let people know about your business. You can support local charity events, youth sports teams, or community cleanups. In return, your company’s name and logo get proudly shown off, reminding your neighbors that you’re here to help.
Direct mail marketing
Direct mail marketing allows you to send personalized letters straight to your potential customers’ mailboxes. It’s how to introduce your construction services directly to them. You can make visually appealing mailers with pictures of your past projects and sweeten the deal with discount codes or other special offers.
Billboards and signage
Billboards and signage act like huge canvases where you can put the spotlight on your construction company. They work best when thoughtfully designed and placed. Make sure your ad design looks sleek and has crystal-clear messaging. Then, place the ads in high-traffic areas where they’ll instantly attract attention.
Top digital marketing practices for the construction industry
In the modern world, digital channels allow for even more meaningful connections with new and existing customers. But you must take the right approach to get your desired final outcome: a full project schedule. Consider the following practices to create a truly great construction marketing strategy for your business.
Craft a website using search engine optimization (SEO) tactics
A fully optimized website acts as your digital headquarters. It’s the go-to place for people to explore your services and get in touch. This online hub serves a dual purpose. First, you can direct people to it through your other marketing materials, such as brochures, social media, and paid ads. Second, it’s designed to attract customers organically through SEO searches. When potential clients search for relevant keywords, your website acts as a magnet, guiding them straight to your construction services.
Create engaging video content, blogs, and digital experiences
Regularly releasing fresh content on your website and social media channels can help your company connect with people. Aim for a nice mix of videos, blogs, and digital experiences to share your company’s personality and show people what you’re all about.
Through videos, you can show off interesting material choices, proven building techniques, and many other industry insights. Writing blogs lets you share your knowledge and the latest news about your work. Digital experiences, like virtual tours, immerse people in your projects, showing them what they’ll get when they hire you.
Put your employees in the spotlight to build trust and loyalty
Having your employees featured in your company’s content builds trust and loyalty with your target audience. Why does this work? People connect best with people, not just brands or services. As potential clients watch your employees, they see the expertise, dedication, and passion that go into your work.
For the best results, keep your content authentic and relatable. To do this, make videos showing your employees at work, discussing a project, or sharing a unique construction tool they use. Or write blog posts that feature interviews with your team members, where they share insights or stories from the job site.
Use social media marketing to engage new and existing customers
Social media marketing enables you to reach new people and stay in touch with current customers. Choosing the right social platforms is the first step. Each platform works differently. For instance, Instagram is perfect for sharing construction project photos, while LinkedIn is better for posting about industry news and trends.
Once you choose a platform, you just have to keep your social media pages active. Post updates about what your company is doing, like progress on projects or new things you’re trying out. Also, make sure to interact with people who follow you. Respond to their comments and messages to create lasting connections.
Focus on high-potential clients using account-based marketing
Account-based marketing (ABM) is an effective tactic that prevents you from spreading your construction marketing resources too thin. Instead of casting a wide net, you only invest resources in high-potential clients.
The ABM process begins with finding these key clients. They might be businesses needing construction work quickly or clients planning large projects.
Once you identify them, you build a relationship with them through personalized email marketing campaigns. Include special deals or highly relevant information in these emails to let them know you’re paying attention to their needs.
An important part of this strategy is tracking these relationships through a customer relationship management (CRM) system. A CRM system helps you keep track of all the client details, like the emails you’ve sent and the responses you’ve received. This makes it easier to follow up with relevant and timely information.
Build a Google Profile to boost your local marketing efforts
If your construction company offers local services, you need to create a Google Profile. This profile helps your business appear in more local searches and on Google Maps.
It’s also where customers can quickly find your company info, including:
- Business hours
- Storefront location
- Website address
- Company history
- Social media profiles
- Contact details
- Project photos
- Customer reviews
To maximize the benefits of your profile, claim your Google My Business listing and keep all the information up-to-date. Also, regularly add new project photos and respond to negative and positive customer reviews. Potential customers can use this info to gauge your service quality and decide whether to request a bid or hire you.
Get more qualified leads with paid advertising campaigns
Paid advertising campaigns allow you to attract qualified leads through precise targeting. You choose who sees your ads, meaning they mostly reach people who need construction services.
You can use social media platforms for paid ads, but Google is better for companies offering local services. Google Ads works by showing your ad to people who search for construction services. It’s also possible to earn a Google Guarantee badge that tells people your business is trustworthy.
Drive results with construction industry marketing campaigns
Construction marketing helps your brand build trust, show expertise, and make connections. It’s the driving force that sets you apart from the competition, leading to more customers and winning bids. So, don’t wait another day. Invest in construction industry marketing right away to build a better future for your business.