In the construction industry, providing a great service isn’t always enough to get new customers calling. Sure, word-of-mouth recommendations still hold value, but in 2023, the internet is most people’s go-to method for finding a contractor. This means that when people are searching for a construction company, you want to ensure yours is the most visible. How do you go about this? Well-optimised, high quality digital marketing for construction companies is a great way to start.
Businesses that do not invest in digital marketing run the risk of losing money to their competitors. These days, there’s no doubt about it. But as the benefits of digital marketing within the construction industry become more apparent, everybody is jumping on the bandwagon. For many companies, however, they’re yet to use digital marketing to its fullest potential. This involves optimizing each page, creating quality and unique content, and promoting your brand across multiple digital platforms. But what exactly does digital marketing consist of? Our team at VerriBerri – a specialist construction digital marketing agency – wanted to share this overview of its key aspects.
So, what is digital marketing?
Digital marketing has become an essential component of business operations across industries, and the construction industry is no exception. Through digital marketing, construction companies can effectively target their audience, showcase their projects, and drive traffic to their website. It’s a perfect way of staying competitive in an increasingly crowded marketplace.
Simply put, digital marketing is any marketing activities which takes place across a digital channel. In the construction industry, this can take many forms, from social media, to search engine optimisation (SEO), and more. Digital marketing for construction companies has become a powerful tool to reach target audiences, engage with customers, and generate new business leads. For these reasons alone, it’s certainly something worth considering!
Various forms of digital marketing for construction companies
As with most things, digital marketing is far from a one-size-fits-all approach. Each strategy will have a varying level of effectiveness for each business. That being said, let’s take a look at a few that will benefit all businesses across the board.
Social Media
Ah, social media. Pretty much all businesses have it, but how many use it to its fullest potential? Just like anything, social media requires a strong strategy to approach it effectively. After all, with over 4.89 billion users worldwide, you don’t want to be focusing on the wrong audience or platform. If you’re not utilising your business’ social media platforms effectively, you’re only limiting the extent of your potential reach. But with so many platforms to choose from, how do you know which is the most beneficial for you?
If you’re heavily focused on a more B2B audience – you’ll want to spend a considerable amount of time on LinkedIn. After all, the platform was quite literally made to enable businesses to connect with each other. There’s no better online medium for professional networking and outreaching than LinkedIn. It’s ideal for B2B-focused brands – as many construction companies are – so long as you approach and use it correctly of course.
If a more consumer-heavy focus is your aim, however, platforms such as Instagram and Twitter could be a great focus. The construction industry is primarily a visual industry after all. Alongside structural integrity, of course, that’s what your clients are looking for! Instagram’s mandatory requirement for visual content, for example, makes it particularly useful for construction brands looking to showcase past products.
Another key aspect of digital marketing for construction companies on social media is the ability to engage with your audience. Utilising your brand’s profiles for customer support can go a long way in solidifying your reputation as well.
Search Engine Optimisation (SEO)
SEO is a foreign concept to many, but that doesn’t mean it’s not crucial. In fact, we’d go as far as saying it’s perhaps the most important aspect of digital marketing for most companies. Controversial, right? Well, so long as your SEO is implemented effectively, it can be the backbone of your online success. After all, if you were to search anything online, how many hundreds of thousands of results will be displayed? How many times have you clicked further than page one of results? I think we all know the answer. This, alone, highlights just how important SEO is to your business.
SEO is the process of streamlining your website, so it ranks higher on search engines such as Google. We can’t overstate the importance of ranking on that first page of results. Achieving this, however, is anything but a straightforward process. Google’s algorithm is constantly changing and evolving. If you want to rank highly, this extensive list of rules and guidelines must be complied with. There’s no cheating the system either. Google scans and indexes each web page, and the more of the guidelines you follow, the higher you rank. This isn’t something you can learn overnight, however. SEO is a long-term strategy that requires constant attention and ongoing investment. If you want to ensure you’re reaping the benefits fully, contacting a digital marketing agency such as VerriBerri is key.
Digital PR
Digital PR is one of the fastest growing digital marketing strategies, and for good reason. It’s a powerful strategy for positioning a business directly in front of their target audience. How does it go about doing this? By securing media coverage in leading online publications. Digital PR isn’t a one-size-fits-all process, however. After all, not every publication will benefit every business. Think about it. What use is a feature in a fashion magazine for a construction company? The more tailored the publication is to your target audience, the more it’s likely to translate into additional traffic.
Contact VerriBerri
Chances are your business already has a few of these strategies in place. After reading this, however, are you using them to their fullest potential? The importance of digital marketing for construction companies cannot be overstated, and if you need support, please, get in touch! Call us on 01376 386 850, or click here to reach our team.