If you’ve owned your construction business for a while, you’ve likely grown it through word-of-mouth and referrals.
That’s a terrific place to start. And a few years ago, it was probably all you needed.
But this is 2017, and times are changing. Companies that aren’t actively marketing and promoting their business online are falling behind.
If this sounds like you, don’t despair. In this article, we’ll reveal five proven construction marketing strategies to make your company thrive.
1. Create an Optimized Website
If you don’t have a company website, you need to make one. If you already have one, it’s time to make it better.
What do potential customers see when they land on your homepage? Does it look like little more than a digital brochure? If so, you have some work to do.
Make sure your website has individual pages that focus on your niche, and make them easy to find on the homepage. It should clearly state the services you provide, what makes you different, and how your clients will benefit from working with you.
2. Produce Engaging Content
Sad but true: 55% of visitors spend less than 15 seconds on any given web page.
If you don’t have a website that’s instantly engaging, most visitors will click through to the next site. To keep them on your site longer, add some quality, engaging content such as:
- Before and after photos
- Customer testimonials
- Consumer awareness guides or eBooks
- Educational or how-to videos
- Online safety courses
- Relevant blog posts
- Featured projects or case reports.
The longer you keep visitors on your page, the better your chances of turning them into new clients.
3. Focus on One Market
It’s neither practical nor possible to market to everyone. If you try, you’ll waste a lot of time and money.
A better construction marketing solution is to choose one specific segment of your market to focus on. Once you’ve identified it, commit to it.
Now you’re in a position to create content and offers customized for your target market.
4. Run Online Construction Marketing Campaigns
Paid advertising can produce a lot of leads when it’s done correctly.
If all you do is slap a digital business card into a Facebook ad or Google AdWords, no one will call you. A successful marketing campaign will include:
- Ads and/or ad groups
- Personalized content
- Landing pages with special offers
- A clear call to action
- Tracking, analyzing, and optimizing.
By constantly monitoring your ad campaigns, you can tweak them and make them more effective over time.
5. Don’t Forget Past Clients
It’s only natural to want fresh leads and new business. But don’t forget those who have hired you in the past or expressed interest in your services.
Most people who contact you aren’t ready to sign a contract on the spot. They need time to evaluate their options before making big decisions.
Why not reach out and reconnect with old leads, prospects, and former customers? A simple reminder may be all they need to rekindle that initial interest.
These are the construction marketing strategies that the most successful companies use. You may not achieve overnight success, but these tips will definitely set you on the right path.
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