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Digital MarketingDigital Marketing for Construction Companies: Building Digital Foundations for Success

Digital Marketing for Construction Companies: Building Digital Foundations for Success

Traditionally known for its reliance on physical assets and offline networking, the construction sector has undergone a significant transformation in recent years. This transformation can be attributed to the rise of digital marketing, which offers construction companies new and powerful avenues to enhance their presence, engage with their target audiences, and drive business growth.

In this era of smartphones, social media, and online platforms, customers and clients expect information and services to be readily available at their fingertips. They are more tech-savvy and connected than ever before. In this article, we will delve into the reasons why digital marketing has become a prevailing trend in the construction industry.

Why Is Digital Marketing Important for Construction Companies?

Digital marketing offers construction companies a multitude of benefits, including increasing brand awareness, generating leads, enhancing customer engagement, and driving conversions. Through targeted online campaigns, construction companies can elevate their brand visibility and reach a wider audience, positioning themselves as industry leaders.

Statistics show that Construction companies that blog receive 67% more leads than those that don’t. Blogging and content marketing are essential components of digital marketing, providing valuable information to your audience.

Moreover, leveraging various digital platforms and techniques such as search engine optimization (SEO) and pay-per-click (PPC) advertising enables construction firms to attract potential customers and guide them through the sales funnel. Social media platforms provide opportunities for direct engagement with the audience, fostering meaningful interactions and building lasting relationships.

In the following sections, you will discover insights into various aspects of digital marketing strategies that can potentially enhance your construction firm.

1. Create an Effective Website

A well-designed website is the cornerstone of a construction company’s online presence. It not only serves as a digital storefront but also plays a pivotal role in the success of your digital marketing efforts. First, let’s take a look at the different importance of having a website:

1. Establishing an Online Presence: A website is your digital storefront, offering a 24/7 presence where individuals can learn about your services.

2. Credibility and Trust: A professional website instills confidence in your audience, showcasing your expertise and commitment to quality.

3. Information Hub: It serves as a central hub for sharing project details, case studies, customer testimonials, and industry-specific content.

4. Lead Generation: Websites can capture leads through contact forms, helping you build a list of prospects.

5. SEO and Visibility: Having a website enhances your search engine visibility, making it easier for clients to find you.

Ensuring your website is optimized for technical SEO is essential for improving its performance and visibility to potential clients.

Tip: Prioritize technical SEO optimization to enhance your website’s loading speed, mobile responsiveness, and overall performance.

Website Platforms for Construction Companies

Selecting the right content management system (CMS) is crucial for construction companies looking to establish a strong online presence. A CMS not only provides the framework for building and managing your website but also influences its functionality, scalability, and overall performance.

These are the top 10 CMSs that are widely used among construction companies. The market and website shares are also shown, describing their popularity.

RankCMSMarket Share (%)Website Share (%)
#9HubSpot CMS0.30.2

2. Optimize Your Local SEO

Local SEO, an essential subset of Search Engine Optimization (SEO), focuses on optimizing a website to rank higher in local search results. For construction companies targeting specific service areas, local SEO is paramount in connecting with nearby customers actively seeking construction services.

Best Local SEO Practices

1. Local Keyword Research: Identify and target relevant keywords specific to your service areas, such as “construction services in [city]” or “contractors near me.”

2. Local Listings and Citations: Ensure your construction company is listed accurately and consistently in local directories, review sites, and online listings, such as Google My Business, Yelp, and Angie’s List.

3. Localized Content Creation: Create localized content tailored to your target service areas, including city-specific landing pages, blog posts addressing local construction trends, and project showcases featuring work completed in local neighborhoods.

4. Optimized Google My Business Profile: Optimize your Google My Business profile with accurate business information, including your company name, address, phone number (NAP), business hours, and service areas.

5. Local Link Building: Acquire local backlinks from authoritative websites, local news outlets, and community organizations within your service areas to boost your website’s local authority and relevance.

6. Customer Reviews and Testimonials: Encourage satisfied customers to leave positive reviews and testimonials on your Google My Business profile and other relevant review platforms. Positive reviews can enhance your local reputation and attract more local customers.

7. Local Schema Markup: Implement local schema markup on your website to provide search engines with specific details about your business, such as your physical location, service areas, and contact information.

Google My Business

This emerges as a powerful tool, offering a host of benefits that can’t be overlooked. From bolstering local visibility to fostering trust and credibility, GMB is a free, indispensable resource for construction firms seeking to expand their online presence and engage with potential clients.

Enhance Local Visibility

By creating and optimizing a GMB listing, businesses ensure that they appear prominently in local search results, especially when potential clients are searching for construction services in their vicinity. This is particularly crucial for attracting local clients, as GMB integrates seamlessly with Google Maps, making it convenient for users to locate your office or project sites.

Credibility and Trust

A verified GMB listing displays a level of trustworthiness, demonstrating to potential clients that your construction company is legitimate and has been verified by Google. The platform ensures that essential business details, such as contact information, hours of operation, and website links, are accurate and readily available to clients, further contributing to your credibility.

Increased Website Traffic

GMB listings allow potential clients to engage directly with your business by offering features such as phone calls, website clicks, and direction requests. These direct engagement options make it easier for clients to take action and explore your services. The “Call Now” button simplifies the process for clients to contact your construction company, translating into more inquiries.

Client Reviews

These reviews provide insights into your construction projects and services, allowing potential clients to make informed decisions. Positive reviews can significantly influence potential clients to choose your company, as they serve as testimonials of your expertise and quality of service. Consistently receiving positive reviews builds trust and reinforces your reputation as a reliable construction firm.

Free Marketing Tool

Utilizing its features can have a substantial impact on your online visibility and engagement without incurring additional costs. GMB offers valuable analytics that help you understand user behavior and preferences, enabling you to make data-driven decisions to refine your marketing strategy.

3. Invest in PPC and Other Advertising Types

Construction companies have an array of advertising types at their disposal to engage potential clients, expand their reach, and establish brand prominence. This section explores the diverse world of advertising and the specific types that cater to the unique needs of construction businesses. From search engine advertising and social media promotions to display and video advertising, we’ll dive into the range of options available to help you construct a successful advertising strategy.

Search Engine Advertising

Google Ads: Pay-Per-Click (PPC)

Google enables businesses to bid on keywords related to construction services, ensuring that their ads appear when users search for these keywords. For instance, if your construction company specializes in “commercial building renovation,” you can create ads targeting that keyword, leading potential clients straight to your services.

Bing Ads

This allows construction businesses to advertise on Bing and Yahoo search engines, potentially reaching an audience that may not be as saturated by competitors. Consider a scenario where you’re a construction company specializing in “green building practices.” Bing Ads can help you tap into a different set of potential clients who might prefer alternative search engines.

Social Media Advertising

Facebook Ads

These can appear in users’ feeds, offering a visual and interactive way to promote services. For instance, if your construction business specializes in “residential roofing,” you can create visually appealing ads that showcase your work to homeowners in your service area.

Instagram Ads

This is an excellent choice for visually-oriented marketing, making it perfect for sharing stunning before-and-after photos of your “kitchen remodeling” projects or showcasing your “outdoor landscaping” designs.

LinkedIn Ads

For construction businesses targeting professionals and B2B clients, LinkedIn Ads are instrumental. It provides a platform to reach professionals, decision-makers, and industry peers in a business-oriented context.

Video Advertising

YouTube Ads

These ads offer the opportunity to run video ads before, during, or after YouTube videos. Utilize these ads to showcase your work or provide informative content. For example, if your company excels in “home renovation,” creating YouTube Ads that provide DIY tips or highlight your renovation projects can engage and educate potential clients.

Social Media Video Ads

On platforms like Facebook and Instagram, construction companies can engage audiences through video ads. These ads can be short, engaging, and visually compelling. If you specialize in “pool installation,” video ads can feature a time-lapse of a pool construction project, demonstrating your expertise and quality of work.

Remarketing Ads

These are an effective strategy to re-engage users who have previously visited your website. This tactic can help convert potential clients who showed initial interest. For instance, if a user visited your “commercial construction” service page but didn’t take action, remarketing ads can remind them of your services and encourage them to make contact.

Mobile Advertising

With the increasing use of mobile devices, mobile advertising ensures that construction businesses reach users on smartphones and tablets effectively. You can create mobile-specific ads that cater to users on the go. For instance, a construction company specializing in “emergency repair services” can use mobile ads to connect with users seeking immediate assistance quickly.

4. Leverage Social Media

This has become a fundamental component of digital marketing for construction companies, providing a platform to connect with audiences, showcase projects, and establish a strong online presence. Let’s start with the different benefits of this type of marketing.

  • Brand Visibility: It offers construction companies the opportunity to boost brand visibility and make their presence known to a global audience. Sharing project photos, construction insights, and industry expertise can significantly raise brand awareness.
  • Engagement and Interaction: It fosters direct interaction with potential clients. Construction businesses can engage in conversations, answer inquiries, and provide timely responses, enhancing customer relationships and trust.
  • Showcasing Expertise: Sharing informative content, such as blog posts, videos, and infographics, establishes authority and positions the company as an industry leader.

Social Media Strategy Tips

  1. Know Your Audience: Understand your target audience, their preferences, and the social media platforms they use. Tailor your content and engagement strategies accordingly.
  2. Content Planning: Develop a content calendar to maintain consistency and plan content that aligns with your business goals and audience interests.
  3. Visual Storytelling: Leverage the visual nature of construction by sharing high-quality photos and videos of your projects. Use visuals to tell compelling stories.
  4. Engage Actively: Actively engage with your audience by responding to comments, messages, and feedback. Foster a sense of community and trust.
  5. Educational Content: Create and share educational content that highlights your expertise, addressing common construction questions or concerns your audience may have.
  6. Use Hashtags: Utilize relevant hashtags to increase the discoverability of your content. Research popular construction and industry-specific hashtags to expand your reach.
  7. Analyze and Adapt: Regularly analyze your social media performance using analytics tools. Adjust your strategy based on what works best for your construction company.

source: semrush.com

Examples of Construction Companies’ Social Media Marketing

  • The Home Depot: This uses platforms like Instagram and Pinterest to share DIY home improvement projects, offering inspiration and guidance to homeowners.
  • Bechtel Corporation: Its presence focuses on thought leadership, sharing articles and insights on the construction industry and sustainability.
  • Houzz: This is a platform dedicated to home remodeling and design, and showcases construction projects with a focus on interior design and renovation.
  • Balfour Beatty: This uses Twitter and LinkedIn to share news, projects, and industry insights, maintaining an active presence within the construction sector.

5. Create a Compelling Video Content

Video content has emerged as a powerful tool for construction companies to engage their audience and showcase their work. From project walkthroughs to behind-the-scenes glimpses, compelling videos offer a dynamic way to tell your brand’s story and captivate potential clients.

source: comradeweb.com

The Importance of Video Marketing

  • Visual Storytelling: Video allows construction companies to visually showcase their work, providing potential clients with a dynamic and immersive view of completed projects. It’s an excellent medium for telling compelling stories about your services and expertise.
  • Engagement and Trust: Video content engages viewers on a deeper level, building trust and credibility. It’s easier to convey complex building concepts through video, which can help potential clients understand your work better.
  • SEO Boost: Search engines favor video content. When you incorporate video into your digital marketing strategy, you’re likely to improve your website’s search engine rankings, making your services more discoverable.
  • Social Media Impact: Social media platforms prioritize video content. Posting videos on platforms like Facebook, Instagram, and LinkedIn can significantly boost your reach and engagement.
  • Lead Generation: Well-crafted videos can be powerful lead generation tools. They can inspire viewers to take action, such as contacting your construction company for inquiries or project consultations.

source: youtube.com

How to Produce and Share a Video

  1. Define the purpose and message of your video. Create a script or outline, plan visuals, and decide on the style of the video.
  2. Depending on your budget, you can hire a professional videographer or produce videos in-house. Ensure high-quality visuals and audio.
  3. Edit the footage to create a polished video. Add captions and graphics as needed.
  4. Optimize videos for SEO by using relevant keywords in video titles, descriptions, and tags. Share videos on your website, blog, and social media.
  5. Share videos on popular video platforms like YouTube and Vimeo. Embed videos on your website and promote them through social media and email marketing.

6. Use Email Marketing Effectively

This involves sending targeted emails to a list of recipients, often clients, potential clients, or subscribers. These emails can contain a variety of content, including promotional messages, newsletters, industry updates, and valuable information related to the development field.

source: unlayer.com

Benefits of Email Marketing

  • Direct Client Communication: It provides a direct line of communication with clients and potential clients. It’s a personalized way to engage with your audience and address their needs.
  • Nurturing Client Relationships: Development companies can use email marketing to nurture relationships with clients over time. This includes sending follow-ups, updates on projects, and post-construction surveys to gather feedback.
  • Cost-Effective: Email advertising is a cost-effective strategy, often delivering a high return on investment (ROI). It requires minimal overhead costs and can reach a large audience at a low cost per email.
  • Targeted Messaging: Development firms can segment their email lists to deliver targeted messages. For example, you can create separate lists for commercial and residential clients, tailoring content to their specific interests.
  • Trackable Results: It offers robust analytics tools that enable you to track the success of your campaigns. You can monitor open rates, click-through rates, and conversion rates to assess the impact of your emails.

Email Marketing Tips

1. Build a Quality Email List: Ensure that your email list consists of individuals who have expressed genuine interest in your construction services. Avoid purchasing email lists, as they may not yield valuable results.

2. Segment Your Audience: Segment your email list based on factors like project type, location, or previous interactions with your company. This allows you to send tailored content that resonates with each segment.

3. Create Engaging Content: Craft compelling email content that provides value to your recipients. This may include project updates, industry insights, how-to guides, or special promotions.

4. Consistent Branding: Maintain a consistent brand image in your emails. Use your company’s logo, colors, and style to create recognition and trust among recipients.

5. Mobile Optimization: Ensure that your email campaigns are mobile-friendly, as many recipients access emails on mobile devices. This means using responsive design and concise, scannable content.

6. Clear Call to Action (CTA): Every email should have a clear CTA, whether it’s to visit your website, contact your company, or schedule a consultation. Make it easy for recipients to take the desired action.

7. A/B Testing: Experiment with different email subject lines, content, and designs. A/B testing can help you identify what resonates most with your audience.

7. Partner with Influencers

This is a digital marketing strategy that involves collaborating with individuals or entities (influencers) who have a significant and engaged following in a specific niche or industry. Influencers promote products or services to their audience, leveraging their credibility and influence to drive engagement and conversions.

source: graniterock.com

Targeted Reach

By partnering with influencers who specialize in construction, home improvement, or related fields, companies can ensure that their message reaches individuals interested in their services. This targeted approach significantly enhances the chances of connecting with potential clients who are actively seeking development solutions.

Authentic Storytelling

When an influencer shares their experience with a development firm’s services, it resonates with their audience, creating a personal and relatable connection. This personal touch is particularly valuable in the industry, where clients seek trust and confidence in their chosen service providers.

Social Proof

This social proof can sway potential clients in favor of a development company, assuaging doubts and concerns they may have had. The influencer’s endorsement serves as an independent validation that can significantly impact the decision-making process, especially when considering substantial development projects.

8. Harness Niche Aggregator Sites

These are online platforms that gather and curate content, information, or listings related to a specific industry or topic. These sites collect and present content, news, job listings, or directories that cater exclusively to the development sector. These platforms serve as valuable resources for professionals and individuals seeking niche-specific information.

Niche aggregator sites offer substantial SEO benefits for construction companies. Their specific focus on construction-related topics makes backlinks from these platforms exceptionally relevant and advantageous. These high-quality backlinks enhance a construction company’s online authority and positively influence search engine rankings.

source: yellowpages.com

List of 5 Aggregator Sites That Can Be Beneficial for Construction Companies

  1. Construction World: A comprehensive source for construction news, updates, and insights.
  2. Construction Dive: Offers industry news, trends, and analysis for development professionals.
  3. ArchDaily: Focuses on architectural and development news, projects, and design innovations.
  4. Builder Magazine: Provides information on residential building, homebuilding, and industry trends.
  5. The Constructor: A resource for construction-related articles, tutorials, and project information.

3 Reasons To Start Creating Your Lead Generation Strategies Today

1. Stay Ahead of the Competition

The construction industry is highly competitive, and the sooner you begin implementing lead generation strategies, the better positioned your company will be to outshine competitors. By proactively generating leads, you can capture potential clients before your rivals do, giving you a significant edge in securing contracts and projects.

2. Consistent Flow of Potential Clients

Lead generation strategies provide a steady stream of potential clients interested in your development services. This consistent flow ensures that you always have a pool of prospects to engage with and convert into paying clients. Waiting to implement these strategies means missing out on valuable opportunities and leaving your business growth to chance.

3. Building a Robust Client Pipeline

Effective lead generation allows you to build a robust pipeline of potential clients. Over time, this pipeline grows, providing you with a valuable resource of leads to nurture and convert. This not only sustains your business but also offers opportunities for long-term growth and success. Starting today ensures that your pipeline will continually expand and evolve.

How we can help You with Construction Companies Digital Marketing

At Trinet, we are your trusted partner for all your construction company digital marketing needs. With our expertise and industry-specific knowledge, we understand the unique challenges and opportunities within the construction sector. Our tailored solutions are designed to boost your online presence, attract qualified leads, and drive growth.

We offer a comprehensive range of services, including website development, SEO, social media marketing, pay-per-click (PPC) advertising, and content strategy. Whether you’re looking to improve your website’s visibility, connect with your target audience on social platforms, or increase conversions, we have the tools and strategies to make it happen. Partner with us to harness the power of digital marketing for your construction business.