You can leverage digital marketing strategies to keep your company ahead of the rest if you are a builder or intend to start one. It was once an optional step, but it is becoming increasingly important. It applies to all sales channels, whether they are direct to consumers or other companies. According to Andrew Napolitano, 96% of B2B customers prefer the internet to do business. We’ll be looking at eight top digital marketing trends in the construction industry right now to help you get your business started or maximize your marketing budget. Your business can use these new methods.
1. Paid search advertising and social media advertising
Modern advertising platforms, such as Google’s or those offered by major social networks, provide powerful targeting tools that are effective for construction companies.
Depending on which solution is used, these platforms allow companies to pay for ads in search results and user feeds. With ad targeting, they can choose who to display these ads to with great precision. Depending on which platform you use, you can show ads based on location, income, or industry.
These tools allow you to target your market with incredible accuracy. For example, Geotargeting is an excellent option for construction industry. It will enable you to target individuals in a specific geographic area with ads. In addition, this allows you to ensure that your ads only reach customers in the area you can serve.
You can then screen by income, age, property type, industry, or business, among other factors. Finally, you want to find the ideal customer base that will convert and fits your customer profile. So it is how small, emerging
2. Email marketing
Email blasts can be a powerful tool for small business marketing. They help you grow your customer base, nurture current leads, and keep in touch with clients.
Email campaigns can be a great way to stay in touch with clients and prospects. You can send an email blast to your customers to inform them about company news, highlight new products, or remind them that you are still available.
It is a good idea to tailor your email content to the needs and preferences of construction industry. For example, you can send weekly newsletters to update your contacts about new offers and business developments. Additionally, you could send targeted emails with more explicit Content based upon previous client purchases.
Email blasts can be used to promote special offers that encourage conversions, such as “early bird” discounts only for those who subscribe to the mailing list.
It allows you to monitor customer engagement with your advertisements, giving you an in-depth view of who is responding well. You can also use an email management tool such as Outpost to get more information and help you manage your inbox.
3. Site navigation optimized
Your online marketing efforts should be centered around your business’s website. A compelling website will help you attract customers. However, this also means that potential clients may be turned off by a complex site to use.
Optimizing your website for ease of use is essential if you want to make your digital marketing successful. For example, it would help if you made it easy for users to find important information on your website, such as contact information and product listings, regardless of where they are located.
NMC CAT is a vendor of new and used construction equipment. This homepage shows an example of optimized navigation. It provides quick access to all pages a visitor might need, including products and services, as well as contact information. These page links can be added to the site header so that visitors don’t lose their way or get frustrated trying to find the information they are looking for.
4. Content marketing
Content marketing refers to the use of Content for brand promotion and trust-building between you and your audience. However, any educational and valuable media piece can work. Although most businesses prefer infographics and articles, they can also be effective in other forms.
Jacobs Engineering Group is a Dallas-based construction company and technical services firm. The company’s homepage features two podcasts. Jacobs’ podcasts discuss the upcoming challenges Jacobs sees in the construction industry. In addition, Jacobs’ website uses this Content to highlight the company’s resilience and foresight to potential customers. These values are also supported by other Content on the homepage. Although it is not visible in the screenshot below, the podcasts link leads to the Jacobs Climate Action Plan.
Content marketing, regardless of what your values are, is a powerful tool. According to data from The Manifest, more than half the businesses have adopted it in some way.
Short articles that you publish on your website or pitch to industry publications are great places to start if your company has not yet tried content marketing. These articles will inform your audience and help establish your business’s credibility as trustworthy and reliable.
5. Video
According to Wyzowl stats, video is the most engaging social media content. 85% of businesses use video advertising to promote their brands, according to Wyzowl.
CEMEX, a multinational Mexican building materials supplier, uses Twitter to post interviews. One example is one with Brandon Clifford about the company’s variable-density concrete. In addition, you can use video for advertising your products, projects, and initiatives. You can see more examples of video content from the construction industry on the social media pages of any major construction company.
Video marketing doesn’t have to be limited to one type of Content. Many types of video marketing can be successful. For some companies, interviews with past clients and partners are a great way to get feedback. Others have had success with motion graphics, a specialty of many animation studios or marketing agencies.
It is essential to identify what works best for you and what customers love. These could include product tutorials or customer reviews, product coverage, and a variety of other elements. Don’t be afraid to reach cinema-quality quality with your Content. You’ll only get better as you release more Content.
6. Webinars and Digital Events
Webinars and digital events are an excellent way for your company to share valuable information with attendees. For example, you can host a webinar to share information with industry contacts and potential clients on a topic that you can present for at least an hour.
Webinars are also a great way to generate leads. The attendee list will allow you to send emails to people likely to be in your company’s target audience, as well as those who might be interested in your products and services.
You can use the recorded webinar as Content to drive additional traffic to your site. The landing page is designed for this purpose by Construction Business Owner Magazine. It simply hosts the information and makes it easy for users to find it. That’s all it does.
7. Chatbots and live chat
The most common method of providing digital customer service for businesses is live chat. Companies can give instant access to customer service reps via a live chat window through their website if customers have questions about services or business offerings.
Chatbots are a great way to make customer service more efficient. These chatbots can quickly answer basic customer questions and gather the information passed on to a service representative when they are available. In addition, advanced chatbots with AI-powered AI can handle basic requests all by themselves.
Live chats and bots can provide more information and answer simple questions for customers, encouraging them to convert or learn more about a company.
8. Search Engine Optimization (SEO)
Most people turn to the internet when they need information. Usually, it’s a quick Google search.
Search engine optimization (SEO), a set of techniques that you can use to optimize the site for search engines and boost it in search results, is what you are referring to. Visitors searching for relevant information about your work will notice you if you appear higher in search results.
SEO is usually a combination of optimizing search engines and performing keyword research to find out what your audience is searching for.
It is good to research how other companies use content marketing on their websites as a strategy for keyword research. For example, who is the first person to appear when searching for terms relevant to your business’s name? While you don’t have to duplicate their work, you can follow their lead and structure your Content.
You can also search terms not commonly used by businesses in your niche and then focus your content strategy around those keywords.
How marketing trends can benefit your construction company
All businesses, including construction companies, need to use digital marketing. Content marketing strategies like video and SEO are very popular with construction companies and will continue to grow in 2021.
Start implementing these strategies immediately if you want to be competitive and get the most out of your marketing efforts. These initiatives can be integrated into your overall business plan. Make sure you set performance indicators before. These strategies are just beginning to be popular in the construction industry, so small businesses with savvy can take advantage of them.
