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EVERY Marketing Channel for Construction Companies

by | Oct 23, 2023 | Blog, Video

Mastering Online Marketing for Your Construction Business: A Comprehensive Guide to the Top Seven Marketing Channels

In the ever-evolving world of construction business, one thing remains clear: the power of online marketing cannot be underestimated. It’s a realm where your company’s success can soar to new heights. Today, we’re diving deep into the top seven marketing channels that can transform the way you engage with your audience and boost your construction business.

Now, hold on for a moment. When we say “marketing channels,” we’re not talking about your typical social media fare like Facebook, Twitter, or LinkedIn. And no, we’re not discussing YouTube channels featuring viral sensations like Mr. Beast or Dude Perfect either. We’re going beyond that. We’re delving into high-level marketing channels – the kind that can help contractors like you truly connect with your target audience, whether they’re clients, prospects, or potential employees.

So, if you’re ready to elevate your construction business’s online presence, join us as we explore these powerful marketing channels and how they can work wonders for your company. Let’s begin!

1. Social Media Marketing

Ah, social media marketing – it’s a game-changer for construction businesses looking to thrive in the digital landscape. But hold onto your hard hats because it’s not just about posting pretty pictures of your projects online. Social media marketing is a multifaceted powerhouse that can help you connect with your target audience, build your brand, and drive awareness and sales for your company.

So, what does social media marketing encompass? Let’s break it down:

  1. Social Media Management: This includes the nitty-gritty daily tasks of managing your social media presence. It involves scheduling posts, engaging with your audience, managing your online reputation, and keeping a watchful eye on what’s being said about your company.
  2. Content Creation: Creating compelling content is key to capturing your audience’s attention. Whether it’s through captivating copywriting or eye-catching graphics, your content should tell the story of your people, projects, and purpose.
  3. Social Media Advertising: Think Facebook ads, LinkedIn ads, and Instagram ads. These are powerful tools in your social media marketing arsenal. They allow you to target specific demographics and get your message in front of the right people.

Now, let’s get practical. How can contractors like you make the most of social media marketing?

  1. Organic Content: Share insights about your team, showcase your completed projects, and highlight your company’s mission and values. For a deeper dive into this, check out our recent video on social media marketing strategy.
  2. Job Openings: Use social media advertising to give your job openings a wider reach. Reach out to potential talent in your area and get them excited about joining your team.
  3. Thought Leadership: Encourage your CEO or leadership team to post thought-provoking content on their personal LinkedIn profiles. This not only builds their personal brand but also elevates your company’s image.

In a nutshell, social media marketing is your ticket to building brand awareness, recruiting talent, and so much more. It’s more than just posting pictures; it’s about connecting with your audience in meaningful ways.

2. Content Marketing

Alright, let’s shift gears and talk about the construction industry’s secret weapon – content marketing. Picture it: providing your audience with information they find valuable, interesting, or even downright entertaining. That’s the name of the game.

So, what’s under the content marketing umbrella? Hold on to your blueprints; there’s a lot to cover:

  1. Blogs: Educational content, how-to guides, listicles, industry news – your blog can be a treasure trove of valuable information.
  2. Infographics: Visual content that packs a punch. Use infographics to convey statistics, timelines, processes, comparisons, and lists.
  3. Video Content: Videos can breathe life into your brand. Think brand videos, culture videos, testimonials, and even thought leadership pieces.
  4. Photography: A picture is worth a thousand words. Showcase your team, events, networking, and project content through captivating photos.
  5. Podcast Content: Get people talking by launching your own podcast. Cover topics like company culture, leadership, and growth.

Now, let’s get practical. How can content marketing benefit contractors like you?

  1. Educational Blogs: Share insights about how your company leverages cutting-edge technology to enhance project efficiency.
  2. Engaging Infographics: Create infographics that break down your project process, from start to finish, making complex concepts easy to understand.
  3. Captivating Videos: Craft culture videos that not only enrich your website but also serve as powerful tools for recruitment.
  4. Stunning Photography: Make your projects shine by showcasing high-quality project photos on your website and social media.
  5. Informative Podcasts: Launch an internal podcast discussing topics like company culture, leadership, and growth to unite your team in a digital way.

Remember, the goal of content marketing is to provide your audience with information they find helpful, interesting, or entertaining. So, don’t hold back – share your knowledge and expertise to establish yourself as an industry authority.

Now, let’s talk about the construction industry’s turbo boost – paid advertising. This marketing channel lets you reach a whole new audience, and it’s called “paid” advertising for a reason – you invest to get your message out to this fresh, untapped crowd.

So, where can you run these paid ads online? Brace yourselves; here come the big players:

  1. Google Ads: The granddaddy of them all, Google, the world’s largest search engine, is your gateway to potential customers searching for services like yours in your specific area.
  2. LinkedIn Ads: When you’re on the hunt for a new manager or director to join your team, LinkedIn, the largest professional social network, is your go-to platform.
  3. Social Media Ads: Platforms like Facebook, Instagram, and others in the social media realm offer targeted advertising opportunities to get your message in front of the right eyes.

But how can contractors make the most of paid advertising? Let’s break it down:

  1. Google Ads: Use Google Ads to target potential customers actively searching for services you offer in your area. It’s like putting your construction business on the digital map.
  2. LinkedIn Ads: When you’re looking to fill key positions, LinkedIn Ads can help you reach a larger audience within your geographic region. It’s like casting a wider net for the perfect catch.
  3. Social Media Ads: If you’re on the hunt for skilled tradespeople to join your team, platforms like Facebook can help you attract talent like a magnet.

Now, here’s the thing. While we’re big fans of social media marketing, paid advertising is your ticket to swiftly expand your reach and get in front of a fresh audience. It’s like revving up your online presence to reach the fast lane.

Time to dive deep into the world of Search Engine Marketing (SEM), where your construction business can shine on the grand stage of search engine results. Imagine this: when a potential client is searching for a contractor with your specific services, SEM is your golden ticket to ensure they find you.

Let’s peel back the layers of SEM and uncover what’s inside:

  1. Google Ads: We’ve mentioned it before, but it’s worth repeating. Google Ads is the heavyweight champion here, as Google is the largest search engine globally. It’s where your business can capture the attention of those actively seeking services like yours.
  2. Bing Ads: Microsoft’s search engine, Bing, is another option, somewhat akin to Google but with a smaller user base. While it’s a choice, we tend to lean more towards optimizing for Google.
  3. Search Engine Optimization (SEO): This is the powerhouse of SEM, and it’s all about enhancing your website’s visibility in search engine results. SEO has four key aspects:
    • Technical SEO: Focuses on the technical aspects of your website, such as its structure, speed, and code quality.
    • On-Page SEO: Optimizes the content on your website, including title tags, meta descriptions, header tags, and images.
    • Off-Page SEO: Involves building high-quality backlinks from authoritative websites, which helps boost your rankings.
    • Local SEO: Fine-tunes your online presence to increase visibility in local search engine results.

Now, let’s talk practical applications for contractors:

  1. Google Ads and Bing Ads: We’ve already covered how these platforms can help you reach potential customers looking for services like yours in your area. It’s like a digital beacon guiding them to your business.
  2. On-Page Optimization: By updating your website’s title tags, meta descriptions, and images, you’re ensuring Google understands and ranks your website appropriately.
  3. Off-Page SEO: Organizations like ENR often give awards for project accomplishments, complete with links to your website. These backlinks from authoritative sources can significantly boost your ranking.
  4. Local SEO: Optimize your local online presence to increase visibility in local search results. It’s like putting your construction business on the local map for everyone to see.

In a world where visibility can make or break your business, SEM is your guiding light. It’s the tool that helps you rank for specific keywords, making it easier for potential clients to find you.

5. Email Marketing

Hold onto your virtual tool belts because it’s time to talk about email marketing – the unsung hero of digital marketing for construction businesses. Why is it such a powerhouse? Well, once you’ve got someone’s email address, you have a direct line to their digital doorstep, and it won’t cost you a dime!

So, what can you do with email marketing? Let’s uncover the practical applications:

  1. External Company Newsletter: Keep your clients in the loop by sending them a regular newsletter. Update them on key hires, completed projects, upcoming events, or new blog articles they’ll find beneficial. It’s like your own personal newsstand delivering all things relevant to your clients.
  2. Internal Company Newsletter: Don’t forget about your team! An internal newsletter can keep your staff informed about new hires, birthdays, company anniversaries, internal events, and awards. It’s like a digital campfire for your company culture.
    Now, you might wonder, “Why email marketing?” Here’s why: it’s one of the most potent ways to promote your services, educate your audience, and build lasting relationships with your customers. Plus, it’s a cost-effective channel that’s 100% free once you’ve gathered those valuable email addresses.

In a world where social media algorithms change, Google Ads costs can fluctuate, and websites can go down, email marketing remains your unwavering lifeline to your audience. So, if you’re looking to keep your clients in the know and unite your team digitally, email marketing is the tool you need.

6. Influencer Marketing

Alright, now it’s time to venture into the world of influencer marketing – a marketing channel with a unique twist that can make a significant impact on your construction business. Influencer marketing involves leveraging individuals with substantial followings on social media to promote your services and bolster your brand.

Here’s the scoop on how it works and how it can benefit your business:

Practical Applications for Contractors

  1. Sports Athlete Endorsements: Imagine hiring a well-known college or professional sports athlete to endorse your construction services. Their influence and trustworthiness can go a long way in promoting your brand.
  2. Comedian Cameos: Platforms like Cameo allow you to enlist a comedian to deliver a short monologue for your company event. It adds a unique and entertaining touch that makes your event unforgettable.
  3. Industry Content Creators: Collaborate with an industry-specific content creator to promote your company when entering a new market. Their expertise can help establish credibility and attract the right audience.

Influencer marketing taps into the power of people that others like and trust. By aligning your brand with influencers who resonate with your target audience, you can amplify your reach and build a stronger brand presence. So, if you’re looking for a dynamic way to promote your services and boost your brand, influencer marketing might just be your ace in the hole.

7. Mobile Marketing

Get ready for a cutting-edge marketing channel that can give even email marketing a run for its money – mobile marketing. It’s a dynamic way to promote your brand and services through mobile devices, and when done right, it’s like putting your company in the palm of your audience’s hands.

Before we dive into practical applications, here’s a little disclaimer: Mobile marketing is best utilized for internal purposes, like engaging your staff, rather than external use with clients. With that in mind, let’s explore how contractors can leverage this channel:

Practical Applications for Contractors

  1. Internal Company Newsletter: Send a link to your tradespeople via mobile marketing, directing them to your internal company newsletter. This keeps your staff in the loop about new hires, birthdays, company anniversaries, internal events, and awards, all while promoting a strong company culture.
  2. Client Reviews: For external use, consider sending clients a mobile marketing link to leave a review on Google after completing a project. It’s a convenient way to encourage satisfied clients to share their positive experiences.

Mobile marketing has immense potential for contractors, but it requires a strategic and non-intrusive approach. By keeping it primarily internal, you can effectively engage your staff and ensure everyone stays on the same page. So, while mobile marketing is a bit unconventional, it’s a channel worth exploring to strengthen your internal operations and external client relationships.

Wrapping It Up

In the world of construction business, mastering the art of online marketing can be the difference between soaring success and fading into the background. We’ve journeyed through the top seven marketing channels, each holding its unique potential for your construction company.

Remember, these channels go beyond the standard social media fare or viral YouTube sensations. We’re talking about high-level strategies that can engage your target audience, whether they’re clients, prospects, or potential employees.

To recap, here’s what we’ve explored:

  1. Social Media Marketing: A multifaceted powerhouse for building brand awareness, recruiting talent, and more. It’s not just about posting pictures; it’s about connecting meaningfully with your audience.
  2. Content Marketing: Your secret weapon for providing valuable, interesting, or entertaining information. From blogs to infographics, videos, and podcasts, your content can establish you as an industry authority.
  3. Paid Advertising: The fast track to expanding your reach. Google Ads, LinkedIn Ads, and social media ads can target specific audiences, whether you’re looking for customers or new team members.
  4. Search Engine Marketing (SEM): Your guide to visibility in the digital realm. Google Ads, Bing Ads, and SEO can help potential clients find you when they’re searching for your services.
  5. Email Marketing: Your cost-effective lifeline to clients and team members. External and internal newsletters keep everyone in the loop.
  6. Influencer Marketing: A unique twist to promote your services. By aligning with influencers, you can tap into their influence and trustworthiness.
  7. Mobile Marketing: A dynamic channel for internal use, promoting staff engagement, and for external use, encouraging client reviews.

The key takeaway? Diversify your marketing efforts. Don’t rely on one channel alone; instead, explore these powerful avenues to elevate your construction business’s online presence.

In the ever-evolving digital landscape, adaptation and continuous learning are essential. Embrace these marketing channels, experiment, and refine your strategies as needed. With the right approach, your construction business can thrive in the digital age.

So, go ahead, put these strategies into action, and watch your construction business reach new heights in the world of online marketing. Your success story is waiting to be written.

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