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Multi-channel Marketing
15 Construction Marketing Tips to Attract More Clients Online and Offline
ZACH WILLIAMS
Owner & Founder, Venveo
Wondering which strategies will work best for your construction company?
There are so many to try, but don't worry.
We used our experience helping construction companies attract business online and offline and compiled a list of 15 most effective marketing tips for construction companies that work well today.
Let's dive in!
You can generate a steady flow of leads every month. Every marketing strategy and channel mentioned in this article has the power to generate quality leads for your construction business and become an effective, automated marketing system that grows your business from all sides.
The majority of your potential clients will discover you online. According to Gartner research, more than half of customers will learn about your brand online before contacting you. Your digital presence alone will be the deciding factor of whether customers will want to work with your company.
Multi-channel marketing is the most effective form of marketing now. Gone are the days of newspapers ads -- these days construction advertising and marketing should account for all possible places where your customers hang out, from social media channels to specialized industry forums and platforms.
Now that we overviewed main reasons to invest in construction marketing, here are easy to implement tips to get you up to speed with the market.
Becoming Google Guaranteed can significantly enhance your construction company’s online credibility and visibility.
When your construction business is Google Guaranteed, it means that your company has undergone and passed Google’s rigorous vetting process and is now an entity that Google trusts and endorses. Google screens for fair business practices, company legitimacy and overall product and service quality. After your construction business has been approved, your company’s search engine listing will display a green checkmark badge signaling to online viewers that your business is Google Guaranteed.
The Google Guaranteed badge instantly earns your construction business a high level of trust with online users, thereby increasing traffic and conversion rates. It also earns your business an extra layer of liability coverage as Google will (at its sole discretion) reimburse unsatisfied customers.
Running local services ads (LSAs) often goes hand in hand with being a Google Guaranteed business. LSAs are specialized search ads designed for service-based businesses–like construction companies. These ads can help your construction company appear at the top of search results for relevant, local search queries, driving more qualified leads to your business.
For example: when an online user types “home remodeler near me,” if your construction company offers home remodeling as a service and is running an LSA for that service, your business will appear near the top of the search engine results page (SERP).
Account-based marketing (ABM) focuses on targeting specific, high-value accounts rather than a broad audience. For construction companies, this means honing in on established and lucrative entities, such as large corporations or government agencies, and tailoring marketing efforts specifically to them. This could involve:
Your construction company’s ABM strategies should be designed with lengthy sales cycles in mind. By nature, these larger accounts may move slower in their decision-making processes than smaller clients; however, the value, security and brand credibility that they can offer your construction company long-term is well worth the patience and consistency.
SMS marketing is a powerful tool for reaching clients directly on their mobile devices. Recent studies have found that SMS campaigns receive far better open and engagement rates than email campaigns.
Construction companies can use SMS marketing to:
Ensure that your SMS messages are concise, relevant and include a clear call to action. Like email marketing, SMS contacts should have voluntarily opted-in to receive marketing materials and always be offered a way to opt out. Follow all laws and rules regarding ethical SMS marketing.
Word-of-mouth marketing is incredibly valuable in the construction industry. Referrals and word-of-mouth automatically carry a high level of trust and can inspire new leads to take quick action. Encourage your satisfied clients to refer new customers by offering them incentives such as discounts, free services or gift cards.
Similarly, create a loyalty program that rewards repeat clients with exclusive benefits, fostering long-term relationships.
Remember to create referral and loyalty programs that make sense for your construction company’s business model and that speak directly to your target market’s needs and wants.
Ensure that your construction company's website is properly indexed on all relevant online directories such as Google My Business, Yelp, Bing Places and industry-specific directories like Angie’s List or Nextdoor. Indexing improves your construction business’s search engine optimization (SEO) and online visibility and makes it easier for potential clients to find you.
Platforms like Yext are specifically designed to index your business across a myriad of internet directories.
Paid advertising campaigns can drive immediate, high-intent traffic to your construction company’s website and generate qualified leads. Here are some platforms to consider:
It’s important to create ads for every stage of the sales funnel and to ensure all other live marketing materials support the ads’ message and call to action. This closed, virtuous marketing cycle creates a streamlined and superior user experience and an elevated brand presence for your construction business.
Livestreaming on platforms like Facebook, Instagram and YouTube can significantly boost your construction company’s online visibility. Social media algorithms tend to prioritize live content, increasing your business’s reach and impact. Consider livestreaming:
Engage with viewers in real-time during these livestreams to build a stronger connection with your audience.
Livestreams don’t have to be hours long or even be pre-planned, structured webinar events. While including long-form livestreams into your construction company’s overall social media marketing strategy every once in a while is effective, your business will see more promising results from consistently going live, no matter the length of time.
People love freebies, and offering free items can attract potential clients. Consider giving away branded merchandise, free consultations or discount vouchers.
With search engine algorithms and online users expecting more from content, your construction company’s blog needs to be more than just informative to be competitive online.
Blogs that are easily shareable and shoppable create a high level of engagement, can increase dwell time and can earn your construction company more business than blogs that simply share information. For a blog to be considered shareable, it needs to have the following characteristics:
For a blog to be considered shoppable, it needs to have the following characteristics:
A well-maintained shareable and shoppable blog can position your construction company as an industry authority and as an invaluable resource for clients and leads.
High-quality images are essential for making a great first impression. In the construction industry, where visual appeal can significantly impact a client's decision-making process, high-resolution images can showcase your business’s projects in the best light.
Ensure that your construction company’s website, blog posts and social media profiles are populated with professional-grade photos of your work. This not only enhances the aesthetic appeal of your online presence but also builds trust with potential clients by demonstrating the quality of your craftsmanship.
Additionally, search engine algorithms take image and asset quality into consideration when ranking results.
Email marketing remains a staple for engaging with clients and increasing retention. For construction companies, email marketing can help keep active and lapsed clients informed about new projects, industry news and special offers. Here are some in-depth email strategies to implement:
Segment Your Audience: Divide your email list into segments based on criteria such as past projects, location and interests. This allows you to send more personalized and relevant content.
Personalized Content: Use personalization tokens to address recipients by name and tailor content to their specific needs.
Automated Drip Campaigns: Set up automated email sequences to nurture leads over time. For instance, a new subscriber could receive a welcome email, followed by a series of emails detailing your services, case studies and client testimonials.
Offer Valuable Content: Share insightful blog posts, how-to guides and industry updates that provide real value to your audience and incentivize them to become an evangelist for your business.
Co-marketing involves partnering with other complementary businesses to promote each other's services. This can be particularly effective in the construction industry where collaborations with suppliers, architects or interior designers can benefit both parties.
By co-hosting webinars, sharing content or running joint advertising campaigns, you can reach a wider audience and build stronger industry relationships. As your construction company meets and collaborates with these complementary businesses, keep track of which ones could be long-term vendors and business partners and who has the most valuable pool of clientele who could benefit from your business’s services.
Trade shows are excellent opportunities to network with potential clients and industry peers. They allow you to:
Prepare engaging booth displays and marketing materials to maximize your impact at these events. While trade shows and industry conventions are excellent advertising spaces, remember to lead by offering value instead of immediately asking for something from industry peers or potential customers.
SEO is critical for improving your website's online visibility. Regularly conduct SEO audits on your construction company’s website to identify and fix issues that could be hindering your business’s search rankings. Important SEO areas to focus on include:
Recommended read: SEO for Construction Companies: How to Get High-Quality Traffic From Google
Collecting and showcasing customer reviews can significantly impact your construction company’s reputation and online credibility. Encourage satisfied clients to leave positive reviews on platforms like Google, Yelp, your business’s website and industry-specific sites.
Respond to all reviews, both positive and negative, to show that you value client feedback and are committed to continuous improvement.
Ready To Generate More Leads?
Implementing these 15 unique marketing strategies can help your construction company attract more clients, build stronger relationships and, ultimately, grow your business. By leveraging a mix of digital and traditional marketing tactics, you can enhance your business’s online visibility, showcase your project expertise and stand out in a competitive market. Start incorporating these strategies into your construction company’s marketing plan today and watch your business thrive.
Venveo is a full-service marketing agency specializing in transforming building materials business’ marketing strategies into growth machines. Review our construction marketing services or contact us to get started.
