In this two part series, we’ll take a look at marketing construction companies in today’s digital world.
The future of the construction industry here in Greater Vancouver and the Lower Mainland is promising. In 2016 alone, approximately 899 billion dollars was spent in this sector in North America, and by 2021 the industry is expected to exceed 1.4 trillion dollars. How can a construction company owner such as yourself make sure that his company continues to thrive among growing competition? The answer is construction marketing. Paid search results, blog posts, search engine optimization (SEO).
Construction Marketing Tactics in 2019
Nowadays, people are a lot more selective in regards to how they spend their money. Traditional ways of marketing (pay per click, direct mail, cold-calling) just aren’t as effective. Over 90% of construction companies told the CMA that they planned to focus more time and effort into their 2016 marketing strategy. 70% planned to start email marketing. Social media was on the radar for 88% of companies. Offline and online marketing need to be used together in order for a businessman to broaden his reach. So, what does digital marketing look like in the home renovation, roofing and construction industry here in Greater Vancouver? Let’s discuss websites, blogs, SEO, and email marketing.
Construction Content Marketing
Nowadays, everyone looks online to research and make purchases. A construction business that can’t be found on the Internet is practically non-existent. As a result, businessmen must focus on online marketing in order to succeed.
Start with defining your target audience. Are they in Langley, Surrey, Coquitlam, Burnaby? Who are your customers? What do they need and why should they get it from you instead of another company? How can you reach them and show them why your construction company is the cream of the crop? Once you’ve brainstormed your answers, you’re ready to start building an effective online presence.
Websites: A Construction Company’s First Impression
The face of your brand is your webpage. A decent Internet page makes all the difference when it comes to online construction marketing. The competition is fierce and businessmen need to ensure that their page stands out from the rest.
Our company can ensure that your first impression is a positive and lasting one for potential customers. We did just that for Lasting Trend. Their site was redesigned, made mobile-friendly in order to reach customers on all devices, and special attention was paid to producing relevant content. Simple, polished, and easy to navigate is the name of the game. Rough and unrefined isn’t how you want potential customers to think of your construction work, so don’t let them see that on your webpage. You need to show where you do business as well. Is Tsawwassen, or Delta, or Richmond or West Vancouver where you do work. Let your prospects know.
Customer reviews, if positive, can also persuade clients to choose your construction company. Great testimonials from previous customers strengthens trust among new users. This is important for B2C and B2B construction marketing, so be sure to include these on your website.
Visuals are a great way to capture people’s attention. Display high-quality pictures of previous projects to give potential customers an idea of the exceptional work they can expect from your business.
It is mandatory that your licenses and certificates can be viewed on your construction company website. This allows customers who need this information to find it with ease. It also shows that you are a professional, and increases your reliability in the eyes of potential customers.
An online application would be a clever, simple way to have potential customers take action and get the ball rolling. Smartphones are an important tool for research and communication, so ensure that your website looks clean and functional on a smaller screen. You’ll be shutting out a lot of potential clients if you don’t.
Blogs: Humanize Your Online Presence
If you are looking to relate to your customers on a more personal level, you can include blog posts on your website or a separate site. A blog is inexpensive to run. It also allows the clientele to form a connection with the public image that your blog portrays. Make sure that it is updated regularly with valuable content. If you do, your brand awareness increases and your blog will show up frequently in search engine results. When brainstorming content, put yourself in your customer’s shoes. Think about what questions they would want answered.
Questions such as:
- How long has this company been in business?
- What are some signs that a contractor is a scam artist?
- Before I sign a contract, what should I know?
- What is this company’s portfolio like?
This information can be shared on your blog or any other social media account, such as Twitter, Instagram, or Facebook. By answering these questions, customers will see that you have their best interests in mind.
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