In this two part series, we’ll take a look at marketing construction companies in today’s digital world.
In yesterday’s article, we took a look at websites for Construction, Home Renovation and Roofing companies, as well as how to build a vital blog section.
Today, it’s Email Marketing and SEO/PPC.
Email Marketing: Keep Your Existing Leads in The Loop
Our next tool is email marketing. This method shows impressive results with construction companies who are looking to keep and gain new clients. How should you go about starting an email newsletter?
A template is the foundation of construction marketing emails. Using one is much easier and less time-consuming than typing out hundreds of personalized emails. Just make sure that you adjust your templates. Are you emailing a new client that just signed up more information, or an existing customer that you’re looking to showcase other related services to? Either way, your heading should be clear and appealing. The user should know exactly what the email is about and be eager to click and read more.
Content is key. Your newsletter should contain valuable information. If it doesn’t, and it’s often being sent out without clear intentions, it’s best to scrap it. Consider sending information about company events, special offers or discounts, or include pictures of exciting projects that have just been completed.
Once you have your website, how can you ensure that potential customers will be able to find it? Here’s where search engine optimization comes in. Not familiar with SEO? Don’t worry, our company’s professional marketing specialists will be happy to assist you understand and implement it.
To keep it simple, SEO pertains to where your company shows up on the list of relevant search engine results. There are two types of search results: paid vs natural. Those links that show up at the very top or side of the search engine results page (SERP) are paid. Stop paying, and the link is no longer featured. The rest of the SERP is unpaid. Using construction industry keywords on your page will give it an advantage and improve your position in the results. But don’t get carried away. Quality is better than quantity, and you should aim to use terms that your potential customers would.
Think like you’re a customer. Include the names of the cities you operate in. Use terms like “cheap“, “reliable“, “successful“.
Here are some examples:
- Construction companies “City”
- Cheap construction companies
- How to choose a construction company?
Keywords aren’t the only factor when it comes to construction internet marketing. Metadata is important, as well. Think meta description and tags. Metadata is the first a thing a user looks at on the SERP. The Meta description, the couple sentences that appear directly below a link, should contain information about the page that will entice the customer to click and learn more about your construction company.
Pay per click (PPC) is an important digital marketing term for construction industry businessmen to be familiar with. This is part of the paid type of SEO. Your ads appear at the top of the SERP, but you only pay Google if a potential customer clicks on your ad. With this method, it’s easy to see which ads generate the most profit and leads.
PPC, unpaid SEO, and carefully chosen keywords are a trifecta that will draw an impressive number of clients to your webpage. Valuable content, customer reviews, visuals, informative blog posts and emails will ensure your construction company continues to thrive in a competitive market. Our company would be happy to help you succeed in the booming construction sector through digital marketing.
If you would like to dramatically increase your company’s revenues, let us know. We can help.
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