As a specialist digital marketing agency for construction companies, our extensive, first-hand experience in the industry sets us apart. Even in the construction industry, despite being criticised for lagging behind the times, digital marketing is more important than ever. Your customers are all online; reading blog posts and articles, scrolling through Instagram and networking on LinkedIn. If you’re not reaching them where they’re spending their time, you’re seriously missing out. But what are the best ways to go about doing this?
What Options Do I Have?
As a fully integrated marketing agency, we offer a range of bespoke packages, tailored specifically to your business. When it comes to marketing, there is no one-size-fits-all approach if you want it to be the most effective. Your strategy must suit your own personal requirements, including timescale, budget, most effective techniques, and more. At VerriBerri, this is something we can help you with. Some of the services we offer include:
- Public Relations (PR)
- Search Engine Optimisation (SEO)
- Pay Per Click (PPC)
- Reputation and Crisis Management
- Influencer and Affiliate Marketing
- Event Management
- Graphic Design
- Website Development
Key Differences Between Marketing and Digital Marketing
Whilst both marketing and digital marketing share a considerable number of similarities, the main thing that separates them is the medium in which your audience is reached. Digital marketing prioritises digital media such as online publications, social media, and websites. Traditional marketing, on the other hand, utilises more print media such as newspapers and magazines. Within the construction industry, both are incredibly useful, and are each elevated when used in unison.
Website Optimisation
Nowadays, when someone is looking for a contractor, they’re no longer reaching for the Yellow Pages. For the vast majority of people, it’s getting recommendations from friends and family or going online. Option 1 is relatively self-explanatory. Do a good job for your clients, and there’s a good chance they recommend your business. Option 2, however, is far more complex and involves carefully optimising your website to rank highly on Google.
Search Engine Optimisation (SEO) is easily one of the most important aspects of marketing you should be considering. Regardless of what area of construction you’re operating in, people are going online to find your services. With this, they’re likely to be met with page after page of search results. If you’re not investing in SEO, there’s a high likelihood you’re going to be ranking near the bottom. With how few users look beyond the first few results, this significantly increases the risk of being overlooked.
In order to rank highly on the SERP, you need to optimise your website in line with the Google algorithm. This includes back-end optimisation, inbound and back-linking, optimised content creation, and that’s only a few examples. Google considers upwards of 200 ranking factors within its algorithm, and the more of these you satisfy, the higher you position. If you’re interested, we’ve written another blog on how SEO works, and how our digital marketing agency for construction companies can help you with it. You can find it by clicking here.
Social Media for B2B Construction Businesses
Whilst it may not seem it, social media is an incredibly tricky area to broach. You have to be reaching your audience at the right time, with the right message, on the right platform. The best practice for this will depend entirely on your target audience. If you’re operating in a B2B market, for instance, LinkedIn should become your new best friend. After all, the platform was quite literally purpose built for businesses and professionals to connect and form relationships with one another. LinkedIn enables you to post about your services, make valuable connections, generate leads, and so much more. It’s the ideal platform for your B2B construction business to excel from.
This doesn’t mean other platforms aren’t going to be helpful, however. In fact, it’s quite the opposite. Sites like Facebook and Instagram shouldn’t be disregarded. They’re still incredibly useful for building your online presence and solidifying your position within the industry. That being said, however, LinkedIn should remain your absolute priority. If this is something you need help with, our specialist digital marketing agency for construction companies is on hand.
Social Media for B2C Construction Businesses
If you’re a more consumer-focused construction company, however, a different approach to your social media strategy is required. With construction being a predominantly visual industry, platforms like Pinterest, Instagram, and Facebook are ideal for showing off your work. At VerriBerri, we’ve seen the benefits of this firsthand, assuming the content you put out is authentic, interesting, and engaging. If done correctly, social media can become a great lead generation tool, whilst also helping to reinforce brand recognition.
Online Public Relations (PR)
As is the case with social media, how you approach PR depends on the market you’re operating in. For B2B businesses, industry specific publications will prove to be extremely useful. After all, their readers are specifically comprised of your target audience. It’s a great medium for reaching your target demographic directly.
B2C businesses, on the other hand, should utilise a combination of both national, local, and industry press. In doing so, you’re maximising your brand’s visibility, increasing the likelihood people remember you when they need a contractor. Also, featuring in high-quality, renowned publications with links back to your website does wonders for your SEO ranking, whilst also promoting trust in your brand and enhancing its reputation.
How Can a Digital Marketing Agency for Construction Companies Help?
If you feel your construction business is in need of some marketing assistance, why not reach out? When it comes to the day-to-day running of your brand, it’s unlikely you’ll have enough time for marketing it effectively. After all, it’s something you need to dedicate a lot of time to in order to reap the benefits. By outsourcing it to a digital marketing agency for construction companies like VerriBerri, we can help lift this weight off your shoulders. To reach our specialist team, click here, or call us on 01376 386 850.