Although print ads, brochures and flyers are the dominant forms of construction marketing, there are a range of contemporary and effective strategies that are far less utilized. The strategies discussed in this article are not meant to replace traditional methods, but rather complement marketing tactics that are currently being used. Furthermore these strategies better prepare construction companies for the future by appealing to millennials, many of whom are beginning to assume larger roles and becoming decision makers. These strategies have worked in other industries, and will prove to be successful in construction.
Have a responsive website
Before smartphones and tablets entered the market, websites were only designed for desktops and laptops. Today, smartphones and tablets have overshadowed PCs. With a decrease in the popularity of desktop computers, many people preferring to browse on mobile devices. Advancements in smartphones and tablet technology have made these devices more reliable in recent years, and this trend will only continue to grow. With the use of mobile devices increasing in personal use, it is likely that these movements will begin to seep into professional spheres, which makes having a responsive website that much more important. With web traffic from mobile devices on the upswing, optimizing your website for mobile will be key in reaching potential customers.
Actively listen on social media
Another construction marketing strategy includes actively listening on social media. Although social media’s dominant use is content distribution and connecting with potential clients, the communication process can be extended much further. Rather than simply putting out content or promotional material, encourage customers and prospects to interact with your business, through Q&As, polls, and responding to posts. Posting about new products and deals is important, but carrying this process further will only help build lasting relationships with current customers. Also, those who see your commitment to social media may feel more engaged with your business, and give them incentive to partner with you.
Engage in visual marketing
Multimedia content like images, animations, infographics and videos have become much more powerful marketing tools in the construction world. With a growing audience that prefers engaging with interactive material much more than long-form written posts, visual marketing represents the future of the industry. You can utilize these tools in order to further engage with customers and also increase brand recognition. Videos and images of past completed projects, upcoming projects and customer testimonials can be posted to attract new customers as well as retain others. Useful Infographics regarding specific projects, or even industry statistics can be used to provide thoughtful and engaging content that can differentiate your business from competitors.
Encourage guest blogging by industry members
As a construction company, you have a number of customers at your disposal that you can use as resources. Furthermore, working with other companies, suppliers and contractors puts your business in contact with a number of professionals in various fields. Although blogging is already a widely-used marketing strategy, one way to increase your company’s reputation is by guest blogging. Start by approaching those who you already work with or have built relationships with, and ask them if they are willing to write an article based on their expertise.
Having articles and blog posts written on specific topics that are relevant to construction professionals will help target a specific audience. With detailed articles from industry professionals, your company gains greater credibility. As a construction business, you are constantly dealing with a range of people within construction, real estate developers and even customers. Scroll through your contacts and you’ll be surprised how much industry experts you have come in contact with. Leverage their knowledge, skills and wisdom to help grow your business. Furthermore, you can approach well known construction bloggers with an idea for a post, and ask whether they can provide a link back to your website.
Engage audiences with thoughtful podcasting
One of the most unused construction marketing tactic is podcasting. Although its popularity continues to soar in other areas, like sports and entertainment, podcasting provides an extremely inexpensive and potentially powerful tool. Expanding from the last strategy, you can use podcasts to leverage the expertise of those your business is connected with. With the growing use of mobile phones, podcasts lend itself to this pervasive trend. While on the go, it has been proven that many people — especially young people and millennials – are contributing to the growth of podcasts. Podcasts are easily accessible and extremely portable, making it the perfect, on-the-go companion. The beauty of podcasts are there is no real template of how to do it and the topics are endless. Topics can range from construction how-to guides, strategies for success, how to attract top talent, construction safety, construction technology, how to use social media, and so on. As the creator of the podcast, your business will not only benefit from the increased exposure, but you will be seen as a thought leader in the industry.