A Construction Company Marketing Plan You Can Use
Your construction company marketing plan can be an excellent way to grow your client base while increasing your brand awareness.
With most small businesses spending around $75,000 a year on digital marketing, it's important to know where that money is going. Without a strong marketing plan, you could be spending money on advertisers that don't deliver or on concepts that don't pan out.
Your construction company marketing plan is sacred and if you don't take it seriously, you could be wasting the little budget that you have.
Here are 5 important elements that every modern construction company marketing plan should consider.
1. A Variety of Voices
It's important that you know which voice to use on which medium when you're marketing for your construction business. When you're on social media, writing emails to your clientele, or running a digital ad, you'll be required to use a different voice. Depending on where you're contacting your audience, you'll need to take a different approach.
If you're on social media, you should be aware that each social media app requires a different kind of engagement. Facebook is a great place to write longer text posts describing a project or its progress. You can add a series of photos that show the whole story of how the project came to be.
On Instagram, you don't have as much attention from your audience. You need to be efficient with your communication, so take advantage of their stories function to post short videos of a section of the project being worked on. You can comment on how it fits to the project or string a series of "stories" together.
On Twitter, you can do a quick reminder for people to check their foundation for the seasonal changes or before a big storm. You can make an announcement or tell people where they can find you on any given day.
2. Know Your Story
Your marketing plan needs a core narrative that's connected to your brand's identity. While you might not think about this much, you clearly have a personal narrative that describes why you got into construction and what you love about it. This is your shot to tell that to a captive audience.
Come up with "rules" for who you are and what your company does. This will help to form the narrative of what kinds of posts and advertising you do.
Look at other brands and companies to see what they're about. If you build lots of log cabins and rural construction, you'll have a different brand than an urban company that builds class towers. Let the kinds of projects you do help you to outline your narrative.
3. Know About Search Engine Optimization
Search engines use a tool called "web crawlers" to search and index every site on the internet. That's how they can return so many results so quickly.
When they're indexing all of those sites, they're rating them based on a particular set of criteria. They look at how often the site is updated, how many links they have to more reputable sites, how quickly the site loads, and how well organized it is.
Through this criteria, they can determine how valuable the site is to people searching for sites like it.
One of the major things you can do to improve your ranking is to add lots of local keywords. Putting your location, geographical markers, and other localized terms can help match you up with people searching in your area.
When people search for "pizza' on a search engine, they most often get results matching them with the pizzeria nearest to them. Because most people are looking for a solution that's nearby, search engines apply this concept to most searches.
If you want to ensure you capture the audience that's geographically closest to your construction company, use local SEO terms as often as possible.
4. Create Videos On A Schedule
In the coming years, video will comprise over 80% of all traffic on the internet. That means when people are searching for any kind of service or company, they are going to be willing to click on a video.
If you create a commercial or promotional video for your construction company, you'll be sure to get clicks. Better than just a single video, you should make a schedule to show people some simple at home hacks. Having a simple series of videos can help you to build an audience.
Through the clicks, likes, and shares that your videos get, you'll build a reputation locally. People will know how willing you are to be helpful and start to gain trust for your company. Once you have their trust, you'll easily be able to get their loyalty.
5. Start A Blog
Writing a blog is a great way for you to communicate with your audience. It helps to improve your SEO by updating your site constantly and it shows your clientele that you're knowledgeable.
You can use your blog to track the development of a big project. Not many people know how a construction project is completed from start to finish. By taking lots of photos and writing about it, you can inform your audience of how things are done.
Show off 3D models and you'll be showing how far ahead of other companies you are.
Create a series of topics covering DIY construction projects. By becoming a resource for how to do simple things around the house, you build an authority for your construction company. If people can see that you've got lots of great information to spare, they'll surely trust you when they need help with a major project.
Your Construction Company Marketing Plan Takes Dedication
When you're coming up with your construction company marketing plan, you need to ensure that you're completing all of the tasks you need to. Create small actionable steps that can be completed in a day that are part of a more complex goal.
If you're committed to all of the boring work that gets you to that exciting goal, you'll ensure that your plan is a hit.
Since internet marketing will be a major component of your plan, be sure to check out our tips for hitting your goals online.