As the owner of a construction business, you’re probably focused on your current and future projects, but what would you think about if you didn’t have another project lined up? How would you pay your crew and cover your personal expenses like your mortgage without a project in the figurative funnel?
The thought of not having business in the pipeline is scary for even the most seasoned construction veterans. Luckily, there are things you can do right now to ensure you always have a project on the horizon. And you can start by learning how to market your construction business.
Construction Business Marketing Ideas
Whether your construction business is in its infancy or you’ve been changing the skyline with new construction for years or decades, you stand to increase your bottom line by promoting your operation with digital marketing. Even if the Internet just isn’t your “thing,” digital marketing is still a worthy endeavor. We promise.
Don’t believe us? Look at what your competitors are doing online and see for yourself.
Create a Website
There’s a reason respected authorities predict that Internet consumption will soon outpace television viewing in the years ahead. That reason is because people are using the Internet more and more these days.
According to research compiled by USC Annenberg, the time American adults spend online every week has increased from 9.4 hours in 2000 to 23.6 hours today. Since 2010, the proportion of adults based in the United States who access the Internet using a mobile device has risen from 23 percent to 84 percent.
A separate report shows that the average adult spends 5.9 hours online every day. With the typical adult requiring between seven and nine hours of sleep per night, this means many adults are spending more than one-third of their awake time online.
Given the numbers just presented, it should be obvious that you need a website if you don’t already have one. It should also be clear that your website needs to be mobile-friendly and boast a responsive design that will enable it to rank well in search engine results pages.
Establish Your Brand Voice
Every marketing activity you engage in on- or offline needs to be consistent with your brand. You can increase the odds that all your marketing efforts will be aligned by establishing a voice for your brand.
To define your brand voice, think of three words that accurately describe your business and reflect how you want your operation to be perceived. Then, come up with four or five additional words to expand on each of the words you originally wrote down. The words you’ve written down are the parameters within which you should communicate your marketing messages.
Start a Blog
A blog is a great platform you can use to establish yourself as an authority in your industry. Being in the construction industry, there are many types of blog posts you can prepare. How-to lists are a great way to share tips about how people can do simple projects on their own. Behind-the-scenes posts can be an effective medium to keep people up-to-date on your current projects.
For your blog to be successful, it’s vital that you share new content often and consistently. If your blog isn’t active, it can hurt where your site lands in SERPs, which will detract from the success of your digital marketing and search engine optimization.
In today’s connected, social society, it’s essential that you use social media to promote your construction business. Even if you don’t have any money allocated for marketing, it’s not an excuse to avoid social media marketing. Unless you use paid ads on social platforms, social media is free to use for promotional purposes.
To use social media effectively, you need to identity the social sites the members of your target audience use most often and set up accounts. You then need to engage with your followers. You can share links to your recent blog posts and encourage people to share them with their own followers. Responding to the comments people make about your business isn’t just a good idea – it’s expected, and it needs to be done in a timely manner.
If you want to see quick results from your social media marketing, consider working with a micro-influencer. Micro-influencers are social media users who have fiercely loyal followers who are usually readily swayed by what the influencer has to say.
Search Engine Optimization
Like social media, SEO is a free activity you can engage in to promote your business. That is, it’s free if you do it yourself. While that may sound like a good idea, it should be noted that SEO is an ever-changing field that’s often best left in the hands of proven experts for it to be as effective as possible.
SEO accounts for everything you do to increase the volume and quality of the organic traffic that visits your website that doesn’t cost you money, meaning it doesn’t include paid ads. Search engine optimization generally takes time to produce results, but it’s still worth pursuing because it can help your website rank better in SERPs over time. With the top sites getting the most clicks in SERPs, improving where your site lands on those pages is important.
Use Email Marketing
More than ever, today’s consumers want personalized messages from the organizations they do business with. You can use email marketing to deliver personalized messages to both your former and current clients as well as prospects who’ve shared their email address using a contact form or through another means.
Email marketing can be effective at drumming up business as you’re heading into a slow season. You can also use it to request referrals or reviews of your business and completed work.
As they are in other industries, online reviews and testimonials are vital. Reviews and testimonials are like free endorsements that many viewers will trust as much as they trust recommendations they get from their friends and family members.
The Seven Pillars for Digital Marketing Success
Musselwhite Marketing has been helping contractors promote their construction businesses for years, and we can help you market your organization. We believe digital marketing success rests on seven pillars, which encompass all the tips and trends we’ve shared and much, much more.
Here are the seven pillars that we’ll put to work for you:
Learn how Musselwhite Marketing can help your construction business reach the next level of success with the seven pillars of digital marketing now.