Capitalizing on digital marketing can help building professionals engage prospects, secure more business, and keep costs down.
Marketing managers around the globe are under constant pressure to see a high return on investment (ROI) in their budgets. And while this might not seem like an issue building professionals need to worry about, taking your marketing efforts digital might be the best solution for staying in front of prospects, securing more business, and keeping costs down.
With that in mind, we’ve compiled a list of tips for improving your digital marketing strategy and boosting the profitability of your business.
The B2B business development tactic for industries like construction, electrical, roofing, and concrete supply like best is content marketing. Simply put, content marketing means offering helpful information to educate customers to establish your company as a niche industry expert and improve the attractability of your website on search results pages, a practice called search engine optimization (SEO).
While it’s possible that posting authoritative content could help visitors complete DIY projects and bypass your business altogether, winning searches for these queries will only increase your website traffic. And when DIYers who stumble across your site start a project, then quickly realize it’s beyond their scope of expertise, your business will be at the top of their mind.
You are probably thinking, “But these are small potatoes!” Don’t dismiss it so fast. Project managers of major construction projects are building backyard sheds on the weekends and will remember good advice from a trusted content contributor.
In the current digital era, everyone is a potential affiliate or sales rep, which can be both good and bad. While it is powerful to access each individual’s sphere of influence at a relatively low cost, it can often lead to a situation in which branding can become watered down or inconsistent. That’s why it’s worthwhile to invest in a marketing asset management tool for your digital assets. Some of the benefits include:
Implementing a system that makes managing your marketing materials more efficient will ensure less money gets wasted and you have the time and resources to close larger contracts.
Even in a nuts and bolts profession like construction, your business is only as good as your website. For this reason, creating a seamless user experience (UX) should be your priority. Can visitors access videos, pictures, and diagrams of past projects? Do pages load quickly to keep them engaged? Are calls to action easy to find?
With so much competition just a Google search away, visitors should be able to find the answers to their questions and an easy way to contact you within a few clicks. It's the only way to convert internet leads into loyal, paying clients.
You may be hesitant about sending out marketing content via email because of the possibility your messages will be joining the daily onslaught of spam. But when properly executed, email campaigns can yield a whopping 3600% ROI.
Where most email marketing campaigns fail is in their execution. Businesses purchase mailing lists to try and get in front of more clients, but their messages get marked as spam, with all subsequent attempts sent to the spam folder. Instead, focus on sending meaningful messages and regular check-ins to clients who voluntarily submitted their contact information. They’ll be more willing to engage, and your thoughtfulness might result in a new project or lead.
While the internet theoretically gives your business a global reach, building professionals should prioritize local audiences and create digital marketing assets accordingly. Research the trending industry keywords in your market and add location-specific geo-tags. You’ll also want to share case studies for projects you’ve completed in the community to create a sense of solidarity.
Even hands-on building professionals need to leverage digital marketing in order to survive in 2022. Following the above tips will help improve your construction marketing efforts and set your business up for long term success.
Thanks to Stacey Bailiff for contributing to this article
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