Digital Marketing for the Construction Sector
As an industry, the construction sector is yet to utilise digital marketing on the same scale of other business sectors. However, adopting a digital marketing strategy will be increasingly important for construction companies who want to boost brand awareness, increase lead generation, and stay ahead of competitors. The good news is that when it comes to digital marketing, there is still the opportunity to pull ahead and stand out from the crowd, both for big players and small-to-mid sized construction firms alike.
So, where do you start?
Create Authoritative Content
Content marketing is always the backbone of any digital marketing strategy, whatever sector you’re in. Adding fresh, relevant content to your site on a regular basis is essential for search as it helps to drive more targeted traffic to your site, helps increase your site authority, and increases the chance of natural links. Content also gives any construction firm an opportunity to show they are an authority within their field.
Initially it might seem as if the construction industry doesn’t particularly lend itself to entertaining content. It is true that creating content for sectors such as construction can be a more challenging process, as it’s important to understand that the target market are likely to require succinct, factually accurate content, while still ensuring it is interesting and engaging.
However, the good news is that businesses within the construction sector are often very niche, which means that you are likely to know things that others want to find out more about. For example, let’s say you provide partitioning for manufacturing environments; your potential customers may be keen to know which would be the best form of partitioning for their particular space. So an article discussing the different types of segregation required for a construction site, or to prevent contamination in food manufacturing, or as a noise reduction barrier, could be genuinely useful and interesting to your audience. This is just one possible article that could be written based on your product expertise, your knowledge of regulations and health and safety, and personal industry experience. In short, your content should always position you as an expert in your field, and the construction industry lends itself particularly well to this.
Embrace a variety of content and media
Every site should have a blog or news section where you should upload frequent, high-quality written content. However, in addition to this, businesses within the construction industry should also look to diversify their content by producing guides, infographics, and videos that will help people looking for solutions to certain problems. This could be anything from how to store fuel safely on a construction site, to how to contain dust on a building site. As well as being helpful and informative to your audience, this type of content can also increase sales as links can be included to corresponding products on your site.
It’s also worth bearing in mind that YouTube is the second largest search engine (behind Google), and is a go-to source for anyone wanting to learn how to do something, and this includes people looking for construction advice. Creating a video that explains how to do the service you offer may seem like shooting yourself in the foot, however it can lead to a huge increase in sales. Customers buy from companies they trust, but gaining someone’s trust over the internet can be difficult. One of the best ways to do it is to offer free, helpful information. The customers who have taken advantage of your useful advice in the past are more likely to remember you and return to you when they are looking to employ a construction company in the future.
Invest in Local SEO
The aim of Local Search Engine Optimisation (SEO) is to help you appear in the rankings when a user searches for a phrase such as “construction company [your town]”.
Having a local search strategy in place allows you to promote your products and services to customers in your surrounding area, ensuring that local people and companies can find you when they need to.
Local SEO is a very targeted online marketing approach and is all about increasing your business’ search visibility within your community. Businesses in the construction sector shouldn’t underestimate the value of local SEO, especially given the continued rise of mobile search where people are often looking to find businesses in their surrounding area, quickly.
Local SEO requires a strategic approach and getting some guidance from search marketing experts is usually recommended. A good digital marketing agency should be able to help with this.
Don’t Overlook Social Media Marketing
Social media can be one of the best ways to find and connect with your target demographic, but many B2B companies dismiss social media assuming that it’s more a platform for the B2C sector. However, more and more companies within the construction sector are now realising that social media can be a valuable source of brand awareness and lead generation.
LexisClick looked at the top 20 UK construction industry players (according to the Construction Index) and analysed their social media efforts. What was interesting to see was the completely different styles of content between each account: it would be safe to assume that businesses in the construction sector may all produce content streams that looked fairly similar but in reality they’re all very varied. For example, Mears opt to predominantly post about social responsibility and charity; issues with very little obvious link to construction:
Meanwhile, Morrison Utility take a far more lighthearted approach to their Facebook campaigns, an example of which is their Elf movie re-enactment:
For any business within the construction sector, the key is not to dismiss social media as a channel, but instead find a niche that works for you, and then stick to your own unique style to help grow your brand.