10 Marketing Tips to Grow Your Construction Business

Many construction business owners are able to grow with little to no marketing, until operations reach a certain size. At that point, referrals and word of mouth aren’t the only tools your business will need to generate new customers. This is when marketing strategy comes into play. Through marketing efforts, construction companies are able to get in front of a lot more people than they would through the normal course of business. For construction businesses just starting to implement marketing, or those who want to ramp up their efforts, here are 10 marketing tips to help grow your business.

Build an Online Presence

You can build a structure, but what about building your online presence? Getting online in front of prospects is one of the most effective ways to market. This may seem counter-intuitive to some in the construction business because their services can’t be conducted online. So why invest in a nice website? It’s how new clients will find their way to you. A professional website builds credibility and allows people to understand the range of services your business provides. It acts as a virtual storefront and you need to make a good first impression.

Stick to Your Brand

Brand consistency is important for a variety of reasons, but its ability to improve name and brand recognition is key. Through consistent use of colors, logos, and branding on sales and marketing materials like flyers, business cards, social media and apparel, your business will be more easily recognized and remembered by customers. Good branding can also translate to positive perception by customers and potential new clients.

Launch Social Media Accounts

For those in the construction business, social media might not be where you or your team enjoy spending time. However, social platforms are places where customers hang out, and they are a good way to communicate with and advertise to your target audience. Facebook, LinkedIn, and Instagram are good platforms to start with for construction businesses.

Implement SEO

Search engine optimization (SEO) will help your business get found through search engines like Google. Proper SEO helps tell the search crawlers what your site offers. With SEO, when a prospect types in a search like “deck construction,” the crawlers will know that’s something you offer and serve your listing up on the search results. To maintain good SEO, regularly upload helpful content to your website, and make sure all pages on the site are using keywords that reflect the content on each page. For example, your homepage might include keywords such as construction, roofing, siding, and more.

Start a Knowledge Base

A knowledge base on your website will help build credibility for your business as well as improve your SEO. Something like a weekly blog will provide that continuous flow of relevant content that Google wants to see, and help customers get to know you in the process. DIY tips and tricks will allow customers to complete little projects on their own, and when it comes time for something larger, they will most likely turn to your construction company.

List Your Business in Online Directories

Online directories will help your business get found online too. Like the Yellow Pages, online directories help people find service providers in their area. Online directories—versus a phone book—allow for a more detailed listing because you can provide a list of services in addition to contact information. Being consistent with directory information across directories will help your business get ranked higher in the search results, which ultimately leads to more potential customers.

Keep Advertising Simple

Data dumping is not the best way to get people’s attention. Although it’s important to publish the full range of services on your website, when it comes to advertisements and targeted campaigns, keep the message simple and specific. Whether digital or print, ads that are cluttered with text will not grab the audience. A simple but poignant message and relevant imagery will get a better response than a lengthy list of services.

Partner with Compatible Businesses

While it would not be in your best interest to start sharing business with direct competitors, collaboration with local organizations can be a great way to get more business and improve service offerings. If your business doesn’t offer a service that another construction company or contractor does, then consider joining forces. Whether through referrals or a more direct partnership, collaborating with local businesses can help bring in more customers. Your company will also become more connected to your community. 

Get More Involved in the Community

A great way to increase name recognition is through community involvement. Your construction company could donate time and services to help build a local facility, volunteer in the community, or sponsor local sports teams. Staying involved in your community will help build a positive perception and promote a better workplace sentiment and culture as well.

Watch Out for New Trends

Finally, your construction company should keep an eye out for new resources and trends. Both industry and marketing trends will help your business grow and evolve. Staying up-to-date with the latest technology, best practices, and innovations will enhance your services and give you a competitive edge. A new fastener that hit the market last year in Europe is the wooden nail, which is perfect for applications like outdoor furniture because it’s resistant to corrosion and provides a seamless look. LignoLoc® wooden nails by the BECK Group are made from indigenous European beech wood and boast a tensile strength similar to aluminum nails. Their mechanical properties allow the nails to be driven pneumatically via LignoLoc® nailers, without any required pre-drilling. Available in the North American market beginning March 19, 2019.

From keeping up on new trends, like LignoLoc®, to appearing in online directories and social media, there are a lot of ways your constructions business can use marketing tactics to grab customers’ attention. Marketing may not be on your business’s list of priorities, but it should be. Marketing and advertising will help your construction company get found online and keep you in the minds of your existing customer base.