The use of digital marketing within the business sector has exploded over the past decade. Retail, health, entertainment, and even the legal industry have embraced digital marketing, using it strategically to gain brand awareness on a global scale.
Unfortunately, the construction industry has been slower to latch on to the capabilities of digital marketing, with major advances being taken only in the past couple of years. Contractors who have incorporated a digital marketing strategy into their sales process all agree that it has been instrumental in bolstering brand awareness, lead generation, client retention, and sales.
So, what digital marketing channel works the best for the construction sector? The most prominent successes are coming from digital marketing channels that permit contractors to share their products and services while allowing them to engage consumers with stories of their history and culture. Those channels are Social Media Marketing, Email Marketing, and Website Content.
Social Media Marketing
Besides being the most common form of digital marketing, Social Media Marketing is also the most integral. With billions of people perusing Facebook, Instagram, LinkedIn, Tic Tok, and Twitter – it’s a missed opportunity for the construction community not to be represented on social channels.
So, what is the best way for contractors to use Social Media Marketing? The answer is engagement. Unlike email marketing or blogging, there is always an opportunity to engage on social media. Whether it be submitting a social post with a helpful sealcoating or paving tip, or commenting on a potential client’s Facebook page, there are endless ways for a construction company to gain visibility in the eyes of their ideal client.
PRO TIP: Remain consistent with engaging and posting. Consistency builds trust with the consumer. It makes them believe the contractor will be around for the long haul, which is exactly what they want when they are evaluating and selecting a contractor to do work for them. Regardless if the posting cadence is one time per week or one time per day, being consistent is what is important.
Email marketing is the process of emailing current and potential clients with information regarding services or products. Within construction, organizations are sending emails once or twice a month, up to multiple times per week!
What dictates how often to send an email? Being able to gauge the interest among an audience is a huge factor in the success of an email campaign. Your service provider offers tools that track analytics like open rates and link clicks, which are powerful insights that help contractors understand how clients are choosing to engage with the content.
The cadence of delivery is just one piece of the email marketing puzzle, however. Contractors struggle the most with email content creation. After all, contractors are known for building, not writing. With that in mind, we compiled a list of the most engaging topics within construction:
- Product or Service Update
- Budgeting Tips
- How-To Maintenance Ideas or Checklists
- Improvements in Fleet / New Equipment
- Project Successes
- Awards or other Achievements
- Industry Education Tips
Providing insightful email content is an effective way to grow credibility with current clients, gain the support of potential clients, bolster sales, and become known as an industry expert.
Similar to how a parking lot starts the customer experience at a brick and mortar business, navigating a contractor’s website is often the first experience a potential client has with a contractor.
With that in mind, it’s imperative to have a website that easily conveys projects the contractor excels at, defines how they are different from other contractors who do similar work, delivers educational content in a blog, and finally – relays how a client can get in touch with them.
From a client attraction standpoint, it is also advised to have a freebie or pop-up that encourages a website visitor to submit their email address or contact information in exchange for an educational piece of content. Examples of content pieces include a downloadable toolbox talk checklist, a pavement maintenance guide, or any other useful pieces of content that are in digital format.
Having a website that utilizes all these components will automatically create a sense of trust for a potential client while helping them gauge a contractor’s level of professionalism. It is imperative to make a great first impression with your website.
Without a doubt, digital marketing is more efficient and effective than traditional marketing practices, yet contractors are still a little leery about how digital marketing can work for them. Contractors have been through this before when they were first presented with digital improvement to equipment like graders and surveying tools.
At this point, the benefits of digital marketing within construction are too impressive to overlook. Being able to share products and services on a global scale with a digital strategy is a game-changer for the construction industry.
Contractors, some that have been in business 50 years and have not been able to hit the revenue levels they desire, have finally been able to rise above the “noise” with digital marketing. They are reaching their ideal customers– doing work they love –while creating massive growth for their business.
Forego the exhausting and unproductive traditional marketing methods used in construction for decades and step into the digital age with Lead Revenue. Are you ready?