As a specialist construction marketing and PR agency, our extensive experience in the industry means your business is in safe hands. Contrary to popular belief, digital marketing is now more important than ever for the construction sector. The days of flicking through the Yellow Pages are long gone; your customers are now all online, whether that be searching on Google or scrolling social media. If you’re not reaching them, then your company is definitely missing out. But what are the best ways to take your construction business to the next level?
What is Digital Marketing?
Digital marketing and traditional marketing techniques share a considerable number of similarities. However, the main difference is how they reach your audience. Digital marketing utilises the online space, targeting websites, social media, and digital publications to your brand. Meanwhile, traditional marketing utilises tools such as billboards, posters, TV adverts, and leaflets. Within the construction industry, both are incredibly useful to help you stand out against the crowd.
Use a Bespoke Marketing Strategy
As a full-service construction marketing and PR agency, VerriBerri offer a wide range of bespoke services that can be specifically tailored for your business. Your marketing strategy must consider your own individual requirements, such as your budget, audience, goals, and timescales. Our services include:
- Public relations (PR)
- Social media marketing
- Search engine optimisation (SEO)
- Pay per click (PPC)
- Graphic design
- Influencer marketing
- Event management
Generating exposure in the press
Public relations (PR) involves using existing platforms with established audiences to promote your name. It’s a form of strategic communication used to build reputation and influence how people feel about a person or business. For example, this could be within the press, on the radio, in podcasts or even on the TV. Being featured in reputable newspapers and popular magazines is the most popular approach. Construction PR allows you to spread your message far and wide with great exposure and improve your credibility.
When you partner with a professional construction marketing and PR agency, such as VerriBerri, we utilise our high-quality connections with journalists to seek unique opportunities on behalf of our clients. Our in-house PR department are responsible for securing exposure and creating the necessary materials for your campaign.
Driving website traffic through SEO
When searching for a contractor, many people either get recommendations from family and friends, or search online. The first method is self-explanatory; if you do a good job, then it’s likely that people will spread the word. The second option is far more complex, yet arguably also the most lucrative, and involves optimising your website.
Search engine optimisation (SEO) is one of the most important aspects of marketing for construction businesses. It’s the process of streamlining your website to meet the criteria of the Google algorithm and in turn, rank higher on the search engine results page (SERP). The more boxes you tick, the higher you appear when people search for keywords related to you. This leads to greater visibility, more website traffic, and ultimately, more sales and enquiries.
When it comes to the construction industry, competition is vast. If you’re not investing in SEO services, then this will significantly increase your chance of being overlooked. We can boost your website health by creating content with relevant keywords, optimising the back end of your site, writing blog posts, and much more.
Types of SEO
When it comes to optimising your website, there are so many different elements to consider. These can be split into three different categories – On-site SEO, Off-site SEO, and Technical SEO.
On-site SEO refers to any optimisation that takes place directly on your website. Content creation is the main focus here; however this needs to be relevant, provide the reader value, and be well optimised.
Off-site SEO boosts your website but doesn’t involve modifying your website itself. Backlinking is one area of off-site optimisation, which occurs when external websites include a direct link to your page. Provided these links are from a reputable source, they can be extremely valuable for your SEO value. Afterall, if other high-quality websites trust your information and are happy to promote you, then Google will too!
Technical SEO focuses on boosting user experience on your website. This may include looking at page speed, URLs, and site navigation to ensure your website is crawlable for Google. If people can’t find their way around your website easily or it’s too slow to load, then this can dramatically reduce your conversion rate.
Building your social media presence
Social media is more difficult than you might initially expect. You must reach your target audience at the right time, with the right message, on the right platform. Some people view social media as something they can do themselves. However, running a business social media account is completely different from your personal profile. It’s for this reason that so many brands choose to outsource this element of their strategy.
If you’re a B2B company, LinkedIn should be your go-to platform. LinkedIn is the best place for professional networking, making valuable connections, developing your company’s presence, and generating leads. On the other hand, if you’re more consumer faced (B2C), a different approach is required. With construction work being predominantly visual, platforms such as Instagram and Facebook are ideal.
At our construction marketing and PR agency, we have seen the results of social media campaigns first hand. When you share authentic and engaging content correctly, social media can become a fantastic lead generation tool and improve brand awareness.
Pay-per-click: Generate quality leads
Pay-per-click (PPC) involves using Google ads to target specific audiences and direct quality leads towards your website. It’s a unique method that combines both marketing and advertising. As a specialist PPC agency, we are responsible for driving website traffic and interest around your brand.
Get in Touch
If you feel your construction business would benefit from some marketing support, reach out to VerriBerri today. Outsourcing to a professional construction marketing and PR agency can help you to focus more on the job in hand and lift some weight off your shoulders. To reach out to our experts, give us a call on 01376 386850 or click here to speak with us directly. We look forward to hearing from you!