By JNFA10Cs5gHZrlaELABDY0uEh | Marketing Plan
You’ve probably wondered a million times how to market a construction company. The heavy competition in the construction industry doesn’t make your job any easier. Most of the time, the only way to make sure that your business remains on solid footing is to continually establish relationships with new potential prospects and convert them to customers. But to do this, you’ll need effective marketing strategies. However, marketing your company is not a walk in the park. You don’t just roll out any random construction marketing ideas without testing if they will be efficient or not. If you want to know the best ways to get the word out and understand how to market your construction company effectively, read the following points.
1. Focus on experience.
One of the most important things for your new potential customers is the experience your company provided for former customers. This is the reason why you need to leverage the customers that you made happy and satisfied with the services that you delivered. The best way to do this is to interview them and have them share their experience through a video or a testimonial. The next step is to post those testimonials on your website and on your social media accounts. Additionally, ask your former customers to give their testimonials on third-party directories and other review sites, this will help you with local SEO
for your company. These feedbacks and reviews are very powerful tools that will help you establish your brand as a reliable company in your industry, and also position yourself as an expert. If you want to take this even a step further, make sure to respond to reviews
as well. This helps customers perceive you as a trusted company. Positive reviews are also being recognized by search engines because it means that you are providing great services to your customers. Your company is then rewarded by putting your website higher in the search results.
2. Highlight your specialty.
When you are looking for marketing ideas for your construction company, you need to evaluate first what your strengths and weaknesses are, so that you can identify a number of key points which you can highlight in your marketing. If you need help on how to do it, we’ve made a step-by-step guide that can help you conduct a quick marketing inspection to see what’s working and what’s not. Grab your free copy here
. After you know what is working, it will be much easier for you to use your strengths and improve weaknesses. You can also find your best project and use this one in advertising your company. Just make sure to stay true to your brand and that you are marketing to the right audience.
3. Use social media.
You may have heard this hundred, if not thousands of times, but yes, your company needs to establish social media presence. Your goal should always be to expand reach, but also to get your company in front of the same people, so it’s easier for them to convert to leads. It may sound tedious and time-consuming at first, but make sure you use social media channels where your potential audience is. You don’t have to use them all. Choose at least one or two social media networks to start with. Think about your target audience, where do you think they spend most of their time? Is it Facebook, Twitter, Pinterest or something else? Dig deep. Your goal here is to be able to build a community within your social channels and engage your audience. If you do this successfully, you have a good chance of converting leads simply by using the social media.
4. Build referrals.
Referrals are one of the most important keys to effectively market your construction company because word of mouth can significantly help in this line of work. It may come as a bit of a challenge to build your referrals but there are ways to maximize this strategy. If you’ve already worked on getting as many testimonials from previous customers, then you’re on the right track. You can apply the same strategy here. Encourage your former customers to recommend your services to the new ones, and in return, offer them an incentive, discount or just any form of reward. You can also bank on the businesses that sell to the same target customers as yours. For example, you can ask your architects, plumbers, and electricians to refer your business if they know anyone who needs your construction services. Just work continuously to solicit referrals from your business peers. This tip might seem a bit outdated, but actually, people tend to use these a lot. Make sure to always have a business card to give away. This way, you’re making it easier for people to refer your business and give your contact information to their friends and family.
5. Make the most out of your website and optimize it for search.
If you already have a website, make sure that it does not look like it has not been updated for ages. Your website is a representation of your brand. If you have a poorly designed site, it will be difficult for you to earn the trust of your target audience and establish your brand as a reliable company and an expert in your field. Even more important than the overall look of your website is to keep it informative and to have name, address and phone number on every page of your website. However, if nobody is visiting your website then again, this will not work in your favor. You will need to invest your efforts in SEO or search engine optimization
. SEO means that you are employing strategies to make sure that your site and its content show up in the top ranks when people search for your services in the search engines. This is not an easy task, but it’s reachable if you employ the right strategies. Once your website is optimized for search, you can drive more traffic to your website. The great thing about it is that you don’t have to pay to generate more prospective customers. However, there is a catch. You need to be particular with keywords so that you drive people that are interested in your services. If you’re not familiar with what exactly are keywords, these are the words or phrases that people type when they search for the services or products they are interested in. Any successful SEO starts with keyword research. Once you have identified the top keywords that your target audience is using, it will be easier for you to create blogs and content around these keywords. And if you don’t know how to do it, you can use tools such as Google Keyword Planner. It is a great place to start to learn how popular the keyword is, or how high the competition for that keyword exists.
6. Build a network with potential clients.
Just like building referrals which basically taps on the word of mouth to market a business, with networking, you are actually doing a similar thing. However, many business owners find this strategy a bit challenging because they are too busy running their business. To make sure that you are not wasting your time, it is important that you find the right networking events. There are a few things that you can try for your construction company just like hosting events locally through Meetup.com. By doing this, you are not the one who will have to put up the event because you are only sponsoring an event in your town. Use this chance to market your business. You can also join the Chamber of Commerce to be connected to other local businesses in your area.
7. Get listed in a directory.
When a potential client is looking for a constructing company, they will turn to the internet. And sometimes, instead of landing on the websites that they are looking for, they could be directed to directories just like Yelp. So apart from your website and your social media presence, you also need to build your presence in the directories. However, you also need to be careful because there are some directories that will only waste your time and will ruin your site ranking on Google. Be cautious in choosing your online construction business directory and make sure that it is reliable and that it can help you with your traffic. Also, to make the most of the directories available for your construction industry, make sure that you abide by the rules and the regulations of your preferred directory. And you must also get all the requirements ready for submission including the business listing titles, business descriptions, business logo, your email address, phone number, social media links and some images that are related to your business. Getting all of these things ready will make the process a lot quicker. Planning out for the most effective marketing strategies for your construction company may be tedious at first because it requires that you invest plenty of time for a well-thought-out plan. However, as soon as you are able to figure out what works best for your company, it will be easy for you to employ the right marketing campaigns to get the word out about your business. You may just tweak or improve some bits and pieces in your initiatives, but the most important thing is that you don’t stop finding the best ways to effectively market your brand.