Marketing a construction company can be a manageable process. As a consultant for small- to medium-sized construction firms for the past five years, I have witnessed the industry’s surprising evolution. This article provides an overview of the basics of marketing a construction company, including developing a brand and creating effective campaigns. The guide covers tactics such as SEO, SEM, social media, direct mail, and email marketing.
SEO is critical to increase a construction company’s visibility in search engine results by optimizing the website for specific keywords that potential customers may search for. Using a CRM for contractors can ease this process. Additionally, SEO can create relevant content such as videos, blog posts, and infographics to improve a company’s visibility on search engines.
SEM, or search engine marketing, helps drive more traffic to a construction company’s website and boosts conversions. Social media is an important marketing tool to increase a construction company’s visibility among potential customers and partners. Direct mail is also effective in generating leads and increasing brand awareness. Email marketing is a powerful tool to reach out to potential customers and existing ones.
To create an effective marketing plan, construction companies need to (1) define their target audience, (2) research their competition, (3) create a unique value proposition (UVP) and unique selling proposition (USP), (4) craft their messaging, (5) create a website that is visually appealing and full of information, (6) optimize the website for search engines, and (7) run a targeted Adwords campaign. By following these steps, construction companies can successfully market their brand and reach their business goals.