Marketing your construction company may sound easy, but it’s not. However, it is critical to long-term growth and sustained business. People that are looking for the best construction companies out there aren’t exactly searching for fluffy content or exciting offers of ‘buy 1, get 1 free’. However, they’re looking for competence and efficiency as well as a great work ethic. To deliver that with flare and grace through marketing is a challenge. However, there are a few steps that you can take to help you in marketing your construction company. They are effective, proven, and free construction marketing ideas that can really go a long way in attracting new customers and increasing business growth.
Be Specific While Advertising
You need to cater to a niche when advertising. If you give a very general idea of what your company can do, then no one will specifically come to you for the things that they want done. If you specify the exact services you provide and emphasize on which ones you’re great at, then you can get some good clients.
You can also specify things like the state of the art technology you use in order to complete projects. This can include drones that scout sites and GPS tracking or even Virtual Assistants to help you speed up the workflow. These technologies can also make a great difference to your clientele.
Get Certified
Getting certified is of absolute importance in construction. It’s important to make sure that your employees and contractors, as well as your business, are all certified by the proper authorities at the federal and state level. There can be no room for mistakes and liabilities here.
Attend Local Networking Events
One of the best construction marketing ideas is to volunteer within the community or attend local networking events that focus on construction and trades because it often results in referrals. Networking and building relationships is a great way to get yourself known in the community and to become known as that “go-to” person. Although networking can be time consuming, there are great platforms that will ensure you find the right type of networking events for your business. Word spreads fast because the need is so great in this industry. And of course, this is a great way to earn trust within the community.
List Yourself in the Right Directories
There isn’t a better place for your business to be found other than Google. Of course, you may be thinking that this has everything to do with SEO (Search Engine Optimization) and ads, but there is also something to listing yourself in the right directory.
Most searches for construction companies which are generic could be “construction companies near me” or “construction companies in [city name]’’. If you optimize your content to respond to these queries, then you can almost guarantee greater conversions and better traffic to your landing pages.
You can also use this tactic on Facebook and apps like Yelp and in the Yellow Pages. Other directories like Houzz and the Blue Book can also be used to help your business be categorized for more hits.
SEO and Google AdWords
The internet is unavoidable and is the world’s best repository of information as well as the leading search tool in the world. You need to use it in order to get the best leads and clients out there.
SEO will help your content trend on Google’s search results and will help you market to your niche audience with specific tags and keywords. You can even optimize logos, pictures, and videos in order to trend for the type of clients you want to attract.
There is also a need for you to use Google AdWords, which can generate a lot of quality leads. You can target the right keywords and create a landing page which is optimized to attract attention. This can increase your conversion rates significantly.
Insurance Coverage
Things like liability insurance and builders risk insurance sound very boring to get, but they’re necessary nonetheless. You need to spend money on these insurance premiums because you need to safeguard your investment. That not only gives you financial security but is a harbinger of trust for your clients.
The biggest clients expect you to have a number of insurance requirements before they sign on with you. They want to work with the businesses that not only claim to do the best work, but put their money where their collective mouths are. A business that takes ownership of its work enough to insure it seems like a great business to work with. It will also increase the word of mouth referrals that you’re bound to get over time.
Construction Time-Lapses/Video
Everyone loves watching time-lapses, whether they’re about the stars going by on a dark night or a city in motion. This can be a great marketing technique for your construction business as well. It will allow you to showcase a lot of your work for the customer firsthand, and it can also enthrall them with the work that you put in over a long period.
You can dot the time-lapses with time stamps and show major portions in slow motion if you so choose. However, since a video can say much more than a print ad can, this is an opportunity you simply cannot pass up.
Other than time-lapses, you can invest in small campaigns run through video channels for your company that can promote new offers and discounts as well as special partnerships with other brands that will get you more and more customers from non competing businesses. This is another thing you can take advantage of.
Get Personal
So few construction companies implement Getting Personal into their marketing campaigns.
Showing a personal side to your business gives your current and future clients an inside look into your team and culture behind the scenes. People want to engage with other people, not with businesses. Once businesses stop acting like businesses and start acting like people, they see their digital marketing campaigns yield tremendous results!
Create a Customer Referral Program
Word of mouth is perhaps one of the most powerful marketing tools there is, which means a customer referral program should definitely be on your list of construction marketing ideas. Wondering how to go about setting up a customer referral program? It’s easy and can be done a number of different ways. From offering free products or services for existing customers to offering a reward for referring new customers, customer referrals go a long way in spreading the news about how great your company is.
Build Relationships with Non-Competing Businesses
It’s usually the case that a new business can lend itself legitimacy by partnering up with or running a sponsorship with a known company. This is something that you’ll find very handy in the construction business. Since hundreds of thousands of dollars and even millions are on the line most of the time, it helps to see that the company that you’re banking on is supported by another certified company, even if it’s a non-competitor.
Hence, building up relationships with non-competing businesses can be a very good idea in order to gain credibility. A healthy relationship with architects, subcontractors, electricians, plumbers, interior designers, etc. can yield a lot of prospective business hookups that would otherwise be oblivious to you if you weren’t networking with them.
The best way to keep your construction business on solid footing amidst heavy competition and fluctuating cost is by continually building relationships with new clients through a multi-faceted marketing strategy. Try putting some of these tips into action for a more robust marketing strategy that sets you apart from your competition. With the right amount of time management and dedication, any construction company can take one, two, or five of these effective ways of marketing your construction company and utilize them to grow their customer base, revenue, and business as a whole. What ideas do you have of marketing your construction company that have brought you success? Share in the comments below.
Join the Conversation