Construction companies spend a lot of money on marketing to attract new clients, keep current projects coming in, and build brand awareness. But are you spending your marketing money effectively? Do you have strategies in place for when construction season starts?
The good news is that there are plenty of under-utilized you can use as a construction company to increase demand for your services and reduce the cost of sales. The bad news is that you might feel overwhelmed by the possibilities.
Let’s take a look at some of the best ways to boost demand from your target market with less time, money, and effort than you think.
Build Brand Awareness
One of the best ways to boost demand is to build brand awareness. Brand awareness is the level of interest a consumer has in your brand. The more people who know about your brand, the more potential customers you’ll have.
Building brand awareness means creating content to share with your target market that lets them know who you are and what you do. This can be as simple as reposting blog posts from your social media accounts or creating an Instagram account.
To grow your brand awareness, you’ll also want to consider hiring a marketing consultant.
Conduct Market Research Before Advertising Start
This may sound like common sense, but there are countless examples of companies that don’t conduct market research. The result is that they waste a lot of money advertising when they should be focusing on growing their business.
Start-ups in particular tend to make the mistake of assuming that they know what would be most effective. For example, they might assume that they’ll get more people to sign a contract if they run an expensive, large-scale print campaign. But this may not be the case for a start-up, and they could be missing out on potential new business while wasting a lot of money.
Many marketing campaigns begin with a study to test the market and see what results they can get. This might involve running paid ads and , with a focus on how many responses they get from the target market, how many people click on the ad, and what the average price is for a new contract.
If you don’t do this research before you start advertising, you won’t have results to use to change your advertising strategy for the better. Therefore, you’ll waste a lot of money on ads that don’t get the response you hoped for.
Use Video Marketing
Many construction company owners are reluctant to use video marketing because they worry that this marketing is too expensive. Nothing could be further from the truth.
Videos can be a great way to boost demand in the construction industry and increase brand awareness at the same time. They also provide a highly effective way to deliver marketing messages, and according to marketing experts, video engagement rates are higher than images.
Produce Collateral Material and Blogs
Consider creating collateral material such as posters, logos, and business cards that you can use to share content on social media. If you don’t have collateral material created, consider at minimum, printing posters and posting them around your local area.
While collateral material might not be as visually impressive as a professional-looking poster, it can still be effective. You can also consider printing logos and business cards and using them to share content on social media. That video content from before can be a great addition to your social media as well.
A lot of construction companies use video for marketing purposes, but most don’t share videos on social media. Establish yourself as a construction company that shares useful, helpful, and educational content to provide more value to your customers.
Host Events and Trade Shows
Events are another great way to boost demand from your target market. You can use them to build brand recognition and provide training for employees. You can also use trade shows to boost demand.
Trade shows are a great way to showcase your company to a large number of potential customers. To increase demand during trade shows, try scheduling a guest speaker who can provide training on a key skill set that your employees need to know. This can be done by hiring a marketing consultant to organize the session and can even be done online.
Invest in SEO and Pay-Per-Click Campaigns
An effective way to boost demand is to optimize your website to increase your SEO (Search Engine Optimization) score. This will help you to rank better on Google, making it much easier for potential customers to find you. You can also invest in paid ads on Google, Bing, and Facebook to boost demand.
When you do this, remember to optimize your ads for the keywords and topics that are most relevant to your business. These are likely to be more effective as opposed to ads that target generic phrases or words. You can also invest in SEO and pay-per-click campaigns to boost demand.
Provide Good Customer Reviews and Data-Driven Marketing
Customers who leave good reviews on your business social media pages are likely to be your most dedicated fans who will continue to refer business to you.
Customers who leave reviews are also more likely to buy from you in the future, which means that you should try to contact them and ask them to review your business. When it comes to marketing, reviews are probably one of the best ways to boost demand.
Establish a Contractor Directory
An established contractor directory might not be as effective as it once was, but it is still a useful way to promote your business. Be sure to update your contractor directory regularly, especially if you add new information about your business.
You also want to make sure that your contact information is up to date. An added benefit of maintaining an established contractor directory is that it gives potential customers a way to find you.
Conclusion
Digital marketing your construction company doesn’t need to be a difficult process. Once you get the hang of it, it’s quite easy. If you promote correctly with digital marketing, you are bound to get results and in turn more customers.
The post 8 Digital Marketing Tips for Construction Companies first appeared on Mind My Business.
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