Whether you sell products or services, marketing your business is the key to generating quality leads. Otherwise, making sales would be tough no matter how top-notch your products or one-of-a-kind your services are.
Just like cosmetics, clothing, and other businesses, construction businesses need to market themselves in order to grow in the industry. But sadly, marketing their business is the last thing on the minds of contractors unless they have to book jobs.
Whether you own a sole proprietorship business or have a dedicated team of experts, marketing your business is important. That’s because if you let your marketing strategies sit on the back burner, your competitors will capture leads. Surviving in the industry will become tough, let alone thriving.
To generate quality leads and convert them into contracting clients, here are some tried-and-testing strategies:
#1 Set Up Google’s Local Services Ads
While search ad and display ad campaigns will increase traffic flow to your website, Google’s Local Services ads will drive more visibility. That’s because Local Services ads appear on top of the page. Therefore, you’re more likely to receive leads directly than you would by running search or display ads. Usually, leads from Local Services ads arrive in the form of messages and phone calls.
Whenever your target audience searches for a construction company, your company will appear in the Local Services ads unit. As these ads appear with Google Guaranteed Badge, your chances of securing leads are high. Such a badge gives people the impression that your business is trustworthy and offers quality service.
Do you know what the best part is? You don’t have to pay for clicks but only for leads.
#2 Create Compelling Video Content
If you think video content isn’t suitable for your construction business, you’re highly mistaken.
A recent survey by Statista revealed that people watched an average of 19 hours of video content online per week in 2022. That’s an increase from 2021. As a matter of fact, researchers have discovered that video content can increase up to 157% of organic traffic from search results.
When it comes to engaging video content, construction businesses have lots to show their target audience. Therefore, take advantage of this opportunity and share videos on your website of your past project to show people what you’re capable of.
Sharing a fun company culture video, a timelapse video, or a normal video showcasing your past projects will help you build your audience.
#3 Make Your Website User-Friendly
Do you know that poor website design and user experience are one of the reasons for high bounce rates? If your website is difficult to navigate, your target audience will likely hop onto your competitor’s site, even if your content is more engaging.
To make sure you don’t lose potential customers, designing a user-friendly website is important. Your website should be simple yet attractive and easy to navigate, so your leads don’t have trouble finding the information they have been looking for. Remember, a user-friendly website is critical to the success of a construction business.
A user-friendly website won’t be of any good if you don’t improve your site’s SEO. To make sure it ranks high in the SERPs, optimize your site’s content, including the metadata. Netcentrics.co.uk records that SEO is the most cost-effective way to boost sales and increase website traffic.
If you aren’t well-versed in SEO, leveraging the help of an SEO agency will be the best bet. In regard to website optimization, affordable small business SEO packages offered by SEO agencies include website audit, on-page SEO, local citation, and many more.
#4 Solicit Customer Reviews
A high-involvement industry like construction relies largely on customers’ trust. In this regard, customer reviews are the best way to build brand trust.
To thrive in the construction industry, you need positive reviews from your customers on your website and several third-party sites to instill trust in your leads. That’s because reviews are the first thing that the majority of people seek out when researching a business.
Ask your customers to leave genuine reviews for your services in multiple places, which you can use later in case studies. Make sure that the reviews in your paid ad campaigns and Local Services ads are configured.
There you have it! Four popular marketing strategies that will improve your construction business’ visibility and increase traffic to your website.
When it comes to marketing your construction business, getting creative is the key to standing out from the competition. Think out of the box, and don’t forget to experiment, as that’s the only way to learn what appeals to your target audience the most.
Alongside these strategies, don’t forget to market your brand offline. Sponsoring local events, participating in shows and exhibitions, and distributing brochures and flyers are a few ways to market your construction business offline.
Before you design your marketing strategy, plan your budget, so you don’t overspend.