It has recently been reported that the average profit margin of the top UK 100 construction companies in 2024 is 1.7%, down from 2.7% in 2023. However, implementing an effective construction marketing strategy can help your business continue to keep profits high.
As the construction industry typically operates with high costs, trust between brand and client is of significant importance. Marketing materials can ensure your existing and potential clients accurately perceive the value of your work. This allows reliable expectation management and enhanced consumer satisfaction, which commonly converts to brand loyalty.
Here are some key strategies that our expert team recommend:
Content Marketing
This technique allows you to educate your audience, increase visibility and position yourself as an expert in your sector. Several formats of content are available, enabling your business to choose the best suited option for your objectives. For example, you could share blogs to demonstrate industry knowledge, or newsletters for brand updates.
Content marketing is an ideal way to build a narrative and convey your brand character. This includes illustrating your brand values, mission and identity. These are all essential factors in achieving connection with your clients.
Search Engine Optimisation (SEO)
When producing content, it’s important to ensure optimisation for maximum results. This means that a construction marketing strategy should include search engine optimisation. Integrating current SEO best practices into your marketing efforts will improve traffic to your website, establish authority and generate custom.
Specifics of best practices are subject to change and should be regularly monitored for the best results. The key aspects of SEO include optimised company webpages, internal and external linking and productive use of relevant keywords.
Social Media
Using social media is a great way to build brand awareness within the construction industry. Establishing a solid online presence elevates your image and makes clients more likely to engage. Social media can also provide an opportunity for networking with clients and other professionals within the sector. Choosing a platform and content that aligns with your target clients will increase effectiveness.
Similarly to blog posts, social media also allows space to cement your authority by sharing industry information. This, coupled with personal branded content, testimonials and company updates, will improve the success of your construction marketing efforts. User generated content is another form to consider, as UGC is considered more reliable and trustworthy.
Public Relations (PR)
Implementing PR ensures proactive management of your reputation and crafts a positive brand image. With productive outreach, your business can secure features that reach your target audience with beneficial coverage.
Whether you would like to share industry insights, or promote a new initiative, PR can drive relevant features. In addition, PR can secure involvement in relevant events, as a host, guest, or even as an award nominee. Within construction marketing, this technique can also be helpful in building advantageous partnerships. For example, this could be a collaboration with another construction company, or involvement with governing bodies.
Pay Per Click (PPC)
Similar to SEO, pay per click increases online traffic and engagement with your brand. By exposing your services to a larger number of users, the likelihood of converting leads is increased. This form of marketing is worth considering, as it can deliver visibility with measurable results.
This method can be optimised in various ways, with keywords that target specific demographics and locations. This will ensure your online content is reaching the most suitable audiences. For example, a business in the construction industry may utilise terms such as, ‘building renovation’ to target potential clients.
Direct Marketing
Once an audience has been captured, it’s essential to encourage brand loyalty. By contacting your clients with direct marketing, repeat business can be provoked. This can include both online and offline efforts, depending on your objectives.
Email, SMS and social media contact can be a great way to promote services. Accompanying this content with promotional incentives and offers can increase effectiveness. Providing a benefit can alleviate the risk of direct promotions being overlooked. Offline efforts can include printed materials and events, which can be equally advantageous in recapturing attention.
Why Choose VerriBerri
Our team has many years of experience with a variety of industries. We can provide a holistic and bespoke strategy, tailored to your specific goals. With experts in all areas, we can assist you in achieving business success.
Contact Us
If you would like to find out more about our services, visit our website or fill out a contact form.