Every construction business survives and succeeds because of one thing. Revenue. Revenue is the output of an empowered sales process and proven marketing strategies. To generate revenue, every construction business must know all the secrets and best ways used for marketing a construction business.
Robust marketing strategies can only grow your business. Investing in exemplary construction marketing ideas empowers you to make your construction company stand out among others, form a team of skilled clients and contractors, and attract the right audience for your business.
Here are some proven marketing strategies for marketing a construction company that will ultimately lead to success. Pick a few that are convenient to apply and watch your business grow manifold.
By the end of this blog, you will be able to get answer to these question:
- How to market a construction company?
- How to market construction business?
- How to advertise construction business?
So lets get started.
22 Powerful Strategies for Marketing a Construction Business or Company
1. Craft a Direct Message to Your Ideal Client
To start, it’s crucial to comprehend who your target audience is. Let’s divide this process into three main steps:
- Define your target audience.
- Craft a message for them.
- Ensure that the message gets delivered to them.
Define your target audience.
Which trades do you specialize in? Are you an individual general contractor? Are you a roofing estimator with a team of 20 people? Either you specialize in residential buildings or commercial projects?
Answer these questions and figure out your dream clients. Who are your clients? Which age range they lie in? Which company do they belong to?
Once you know your dream clients and put them on paper, you have a collection of your target audience.
Craft a message for your target audience.
After defining your target audience, the next step is to understand their needs, demands, desires, and wishes and cater to them. Do you know what your clients want? What do they want to hear? What do they struggle with in routine? Which improvements do they want? Once you understand the answers to these questions, you will have the spark to advertise your construction company.
Crafting a message is more than just writing on brochures and promo cards. This is your entire branding. This is where you belong to.
Let’s give an example. You are a general contractor trying to do big jobs in the city. Your dream clients are the architects and builders. After speaking to them, you learn that their primary problem is accurate budgeting with all the costs included. You have got a message for them to craft.
Ensure that the message gets delivered to them.
Once you define your target audience and craft a message for them, ensure they have received it. Learn about the attention of the contractors and craft a message there. Most contractors do not check their phones on the construction site and rely on email and Facebook. See where they have received your message and send a message there.
2. Marketing a Construction Business By Building A Content Creation Team
In this era of digitalization, where everything has advanced, it’s hard to keep up with the pace of things. Along with other things, construction has also evolved. In this fast-paced world, only construction businesses who know the art of marketing their construction company can succeed.
Creating and distributing content to advertise your construction company is crucial as a construction trader. Briefly, you must create content and post it on various digital platforms so people get to know you and can approach you as a go-to contractor when they need some construction solution.
You should hire a content creation time unless you are a fully skilled content expert. You need people for the following posts in your team:
- Written word person (Editorial Management)
- Math person (Data Analyst/Strategist)
- Video person (Video Content)
- Art person (Designer)
These people don’t need to be separate for each post. It can be one person fulfilling the four roles or two persons on two posts or one on each post.
3. Post Content on Facebook
Once you have your target audience, content, and your team, it’s time to approach them on platforms commonly used by the target audience, like Facebook. According to a survey, 69% of U.S. citizens use Facebook. Among them are the contractors and homeowners that are your potential clients and with whom you need to interact with. So, it makes sense to market your construction company there.
After listing all the content you want to post on the platform and reviewing it, you will have a solid and predictable brand that can approach people. This is called a content planner. You wouldn’t have to think much about what to post afterward.
An example of a content planner is:
- Videos advising other contractors/homeowners
- Quotes from videos
- Examples of finished work
- Videos of projects being worked on
4. Post Content on Instagram
Just like the planner mentioned above, make a planner to post content on Instagram. Once you have planned what to include in your published content planner, it’s time to bring it to the world. If you are hesitant or don’t feel good about posting it yourself, there’s a solution. Simply hire a social media management agency for this. It may be costly, but the result it will bring will leave you in surprise. While hiring them, ensure they know the other strategies required for marketing a construction business. In this way, they can help you grow on other platforms too.
5. Post Content on LinkedIn
LinkedIn is the most rigid platform to use if you are a commercial contractor considering doing contractor advertising and construction marketing on social platforms. There’s a lot of organic reach on this platform. This means that if you post things consistently, there is a high chance that many people will view them.
Many people who have never used this platform are often hesitant about where and how to start it. We offer them advice just to start it. Make a list of ideas and start posting them. If you don’t have ample time, hire a team.
6. Video Marketing
Videos have the capacity to engage the audience and showcase your work, efforts, and your team. Upload short-time span videos of your work online showcasing your completed projects and the reviews of the clients served. Videos tend to boost your contractor marketing by manifold. Use this platform to stand out among others.
7. Free Resources or Educational Content
To market a construction company, you need to upload downloadable free content like free inspection guidelines, estimates, and manuals to boost your company’s construction marketing. This helps lead generation and improves your company’s construction marketing ideas. To make money, you have to invest some earlier. When you give your clients a free resource, their selection is more likely.
8. Hire an Estimating Firm
Most contractors work 60+ hours a week, so they don’t have time to do everything themselves. If you want to grow your business, you need to be the head of sales personally and delegate everything else.
One effective way to save time is to hire an estimating firm for the bidding process to win projects. You can’t always sit in the office managing and planning the estimates. We know this, so we offer estimating services so you can stand out among others in the construction field.
9. Attract Leads with a Lead Magnet
A lead magnet is a free-of-cost offer that collects contact information to sell your services eventually.
For example, a painting contractor mainly working on residential remodeling jobs may offer a video training course, “How to Remodel Your Home on a Budget,” that people can view only after giving away their email addresses.
This is the most genuine and reliable way to collect email addresses. This can be a hit-blowing effort to make your business grow.
10. Promote Content through Weekly Email
Once you have a list of emails from your lead magnet or paid lead generation, it’s time to market your construction company. Promote the content you post on social media platforms through weekly emails. It will help you to build the legitimacy of your construction company.
This can be as simple as attaching the link to your LinkedIn profile in your email with a compelling reason why they should read that post. The main reason is to keep them linked with your construction company simply. So when they have something regarding construction, your construction company is the first to appear in their mind.
11. Send Sales Pitches through Email for Marketing a Construction Business
Whether you just collected a prospect’s email or already have a list of emails in your database, it helps to offer your help occasionally. Just a simple “Hey, Smith, have any projects you require assistance with?” can generate much interest in your construction company.
A sincere approach to securing the projects significantly boosts your marketing tactics.
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12. Set Up Email Sequence for Potential Clients
When someone chooses your lead magnet system, their next step is to get a strategic set of emails that help them explain the whole process and strengthen your relationship with the clients. Here’s what that can look like a home builder thinking of building after retirement:
Email #1 – Give a video detailing what to anticipate in home-buying.
Email #2 – Details about how to save money when buying a home
Email #3 – Invite to check out your social media page
Email #4 – Sales pitch
13. Visit Your S12C Once a Month
A Select 12 Cluster (S12C) is a strategy where you list your 12 most potential clients and spend your energy and effort developing and maintaining professional relationships with them. It’s a strategy that greatly boosts marketing your construction company and streamlines the contractor’s advertising. It’s better to invest some time in visiting the clients on your S12C list.
14. Ask for Referrals
This is straightforward. If you know you did an excellent job on the assigned project, ask them if they know any general contractors or construction managers with some sort of work to do or need some construction solutions. Sometimes, you realize you would have missed excellent opportunities if you inquired about them.
15. Go All-In on Local SEO
Local SEO is what happens when you look for anything on Google location-wise. As you know, you have a long list of potential clients. You wouldn’t rank higher in Search Engines without getting too specific and technical. You should apply marketing tactics to improve your website page and rank compared to your competitors.
The way to make this happen is to add links to your content. More links will uplift your Search Engine ranking. Of course, there are many ways to do this, but hiring experts from various platforms like Fiverr or Upwork is the most reliable way to rank higher for local SEO. Let suppose you are in California and you need estimating services, you will search “estimating companies in California” or “near me”, in the same case Searching for “Local SEO Services for Construction Companies” will give you a list of people you can hire promptly.
16. Invest in Lead Generation Services
Hiring their specialized services is one of the best ways to get leads. Many sites are known for their ability to pick any construction company from the ground up and introduce them to potential clients in their areas. This investment in lead generation services would be worth it.
17. Call Past Clients on a Specific Schedule
Keep a record of previous clients you have worked with. Email them every couple of weeks or months to ask how they are doing or if there are any more projects they want to collaborate on.
You will be surprised by how transformative this step can be for you and your construction company. This simple and sincere gesture from your side can secure many projects, demonstrating how much you care for their company. Plus, it strengthens your professional relationship and makes you the go-to contractor in your area, making it a win-win for both parties.
18. Build an Advertising Team
Marketing a construction company aims to engage people attentively and build a powerful brand that appears in clients’ minds whenever they need construction solutions. Uploading content on social media platforms is not enough. You should send an ad to the people you want to work with and an invite that compels them to watch the content you upload and ultimately hire you for their services.
Like the content creation team, you need people to advertise your construction company. If you are looking to hire some people for that purpose, you need people for the following posts:
- Online Campaign Manager
- Creative Director
An online campaign manager is in charge of paid social media marketing. They oversee and monitor the social media campaign to advertise your firm for construction ads. The manager also controls and monitors the video scripts and online content for construction marketing.
A creative director monitors the designs and templates used for a construction company’s marketing and navigates the direction of construction marketing.
If you want to boost your contractor marketing, hire a complete social media marketing agency. Both sides have pros and cons, but ultimately, it’s your choice.
People who read this post, also read this too: What Is The Best Construction Estimating Software?
19. Run Advertising on Facebook (Residential)
If you are looking for unique ways for marketing a construction business for residential projects, get your marketing team on the phone and ask them to approach clients on Facebook. They’ll learn that you need a sales funnel.
A sales funnel is the sequence of construction ads to achieve a particular outcome. Many construction trades are opting for complex sales funnels, but for residential projects, it is chopped in two simple steps:
- The initial ad offers a lead magnet in exchange for contact information, such as an email subscription to your promotions. And then the 2nd ad is a follow-up with a sales pitch to everyone interested in your services.
These are followed by weekly emails so you keep connected to your potential clients.
20. Run Advertising on LinkedIn (Commercial)
In the commercial sector, you will market your construction company to other contractors and business owners. If there’s any platform that can give you massive traffic and that is too organic, that is LinkedIn. This platform is widely used by most business owners, who keep posting information about hiring and company requirements. This is already mentioned in the number 5 point of this article.
But if you want to outgrow your company, take some content and upload it on the platform, with some content serving as construction ads to target the audience and invite them to see your services. Many small contractors don’t know the value of simply uploading the content on the platform. This gets you more projects as uploading the content makes you more visible to the target audience.
21. Create an Authoritative Website
A professional and appealing website is one of the pivotal elements of any construction company. Having an underrated webpage is one of the worst points in the favor of any company. Invest some valuable time and money in web developers to give you an appealing website for the company that adds to the legitimacy of your construction company. A professional website and some local SEO (point #15) will enhance your annual revenue.
22. Build an Audience on Social Media
This is an elementary point, but it should not be ignored. It is useless if you have followed all the suggestions and uploaded the content on social media but have yet to build an audience. So, create a higher networking there. Connect with people who have the potential to work with you or be your clients and engage with them effectively.
Conclusion:
This is the modern perspective on boosting your construction marketing. These tactics for marketing a construction business have the potential to transform your capacity from an individual general contractor to needing a whole building to accommodate your employees.
