Updated for 2022
Construction may not seem like the type of industry that would need a marketing strategy, but to stand out from your competitors and get the clients you want, marketing is a must.
Why is marketing important for construction companies?
Client engagement and personal connection is key to driving sales and developing a lasting relationship with clients. Marketing is how you intentionally promote your services to potential clients. For example, with a high liability in the construction industry, you can use marketing to show how your company prioritizes safety and professionalism.
In construction, the main goal of your marketing is to showcase what you can do for your clients and why they should choose you for their construction needs.
How can marketing help construction companies?
Marketing goes far beyond the occasional ad in the newspaper or Facebook post. Marketing is any activity you undertake to share the value of the goods and services your company provides its clients. Marketing will help with client relations, developing new business, and keeping your company up to date on the latest trends in the construction industry.
Client Relations
Marketing efforts increase engagement between company and client, making your client’s experience more satisfactory. Clients want to feel connected to the companies they work with, so developing ways for clients to contact your company or easily find information is important. Social media and websites can answer many frequently asked questions for clients and introduce them to who they are working with. This additional information helps clients feel more familiar and comfortable working with your team, which can help with client retention.
New Business
Without marketing, it’s more challenging for potential clients to find you, which can limit your growth. There are a number of ways to make it easier for potential clients to find you when they’re ready to start a construction project.
In addition to the more traditional business listings in trade publications and local directories, it’s important that your company develops an online presence as well. You can use social media, search engine listings (like Google My Business), and your company website to increase your reach online. The vast majority of consumers – your potential clients – start their search for a professional online. Make sure you’re online for them to find you!
Keeping up to date
Marketing strategies are built around the type of client you’d like to work with. Who is your target market? What are the projects that would be the best fit for your construction company? Knowing who you’re trying to connect with will help you stay on top of the latest trends in the construction industry. As you listen to your potential clients, you’ll learn what skills your team needs to develop and what types of products you should be sourcing to make your company the best choice for their project.
5 things you can do now to stand out in the construction industry:
- Create a solid marketing plan that targets your defined audience
Developing a marketing strategy is the first step in marketing your construction company. Your strategy is the roadmap to connect with your target audience and tie all your marketing efforts together. Cohesive marketing, i.e.: telling a similar story across all of your communication channels, creates a strong brand image for clients to recognize you and targets the clients you’re after. Gear your communication toward the type of clients you want to work with – not the general public. For example, if you’re looking to work with homeowners on their renovations, you’ll have a significantly different message than if you’re looking for commercial builds or demolition work.
- Maintain a well-organized website
Your company’s website is often a client’s first point of contact with your construction company and this first impression can be make-or-break. Your website should provide easy access to information on what you specialize in, company contacts, and your company’s background. Construction companies face a unique disadvantage in that most products they make are specifically designed for individual clients. It essential for you to include plenty of photos of your previous projects, specifically the types of projects you want to do, on your website so that potential clients can get a good idea of what to expect from your team. In addition to photos of your projects, photos of your team along with a short get-to-know-us write up are also a great way to connect with potential clients.
- Create content to showcase your company
Clients want to know that they can trust your company to deliver on the plans made when they sign on the dotted line. A great way to show a client what they can expect before they even ask is to create and post content on your website and social media pages.
Content is anything from photos to project blueprints to informational blogs and more. As mentioned above, showing in-progress or finished projects is a great way to show what your team can do. Testimonials or quotes from happy clients can help potential clients trust the quality of your work. To get more creative, take time to film how-to videos or write informational blogs for your website. This content is great to share on social media and helps improve the Search Engine Optimization (SEO) of your website. Better SEO means more traffic to your website, which means more opportunities to connect with new clients.
- Utilize more traditional marketing to reach your audience
It’s essential to have an online presence, but don’t forget about more traditional marketing approaches. Print ads, listings in directories, etc. are all fine, but to really make these traditional marketing avenues valuable, include a lead magnet. Lead magnets attract potential clients with the offer of a free service or an estimate in exchange for their contact information for future communication. For example, you can advertise in the local paper or send out a direct mail piece with the offer of a free estimate for a project. Potential clients will call or email using the information in the ad and you schedule and perform the estimate or service. Hang on to their email address, though, because you can connect with them after the estimate to follow-up, share some of your content, or send them offers in the future. By maintaining a connection with this potential client, you’ll be first in mind when they’re ready to move forward on a project that your construction company can execute.
- Consider forming or hiring a marketing team
Marketing can be an integral part of your overall growth strategy, but it takes time. Depending on the skills and time available on your team, hiring a marketing specialist or creating a marketing department may be the best option for your company.
Corrigan Krause Specializes in Construction Accounting
A good marketing strategy supports your overall growth strategy. The Construction Services team at Corrigan Krause can help you look at your company’s big picture and get you on a path to reach your goals. Email info@corrigankrause.com for more information and sign up for our Construction Services newsletter here.