Digital marketing can be one of the most effective lead generation tools for businesses in the construction industry. By leveraging platforms like Google, Bing, Facebook and their associated advert solutions, construction businesses can drive a steam of new leads. In this article we will explore the various forms of digital marketing a construction business can use to drive more leads online.
Understanding Your Target Audience
Before we explore the various marketing platforms, we must first identify your target audience so we can best plan the content we will create. Are your target audience residential, commercial, government or a mix of all three. Residential clients looking for construction companies will usually look for reviews of your work and look for photos of your previous jobs in the residential sector. Commercial clients will usually look for accreditations and accolades you have. Government clients also look for accreditations as well as registration with governing bodies and links to your insurances and policies like anti money laundering and anti slavery.
Professional Website: The Foundation of Your Digital Marketing Campaign
Before you begin your digital marketing journey, you should begin with your website. Digital marketing primarily drives people directly to your website which makes it imperative that it is designed to convert the most cold traffic to warm leads. As we covered above, your website should reflect your target audience. For example, if you are targeting residential clients, fill your website with images of your residential jobs. Your website should be clean, make use of white space and have clear call-to-actions. Here at You and I, we offer a free website with qualifying digital marketing packages. Get in touch to learn more.
Search Engine Optimisation for Construction Businesses
By driving your website to the top of search engines like Google and Bing will give your company more visibility, clicks and ultimately leads. To reach the top of Google, you need to have a fast website that is responsive across desktop, mobile and tablet. You then need to ensure the website has your target keywords in the headings and in the body text. Finally, we need to acquire links to the website from other websites. Links work like a vote of confidence.
Google looks at these links and thinks “if this other website is willing to link to them, they must be trustworthy. Links can be generated in a number of ways like registering in directories, newspapers and guest posting on construction related blogs. If this all sounds like too much work, get in touch to learn more about our SEO services.
Pay-Per-Click (PPC) Advertising for Construction Companies
PPC advertising is a fast, measurable way to drive fast traffic, leads and ultimately sales into your business. As opposed to SEO which takes several months to generate leads, a well built PPC campaign can drive traffic to your website almost the same day. A PPC campaign is built by selecting the keywords you want to go after, selecting the locations you want to appear in, creating text adverts which are triggered by the keywords and then setting a daily budget. Google Ads is an extremely complex system with a plethora of pitfalls which can end up costing you money and not driving any leads. Get in touch with us to learn more about our professional Google Ads management service.
Social Media Marketing for Construction Companies
Social media can be an effective tool for driving leads to your construction business. We advise you to regularly post your most recently completed projects and participate in construction related groups on Facebook. We find the most effective use of social media is to use it for remarketing. Remarketing is when you target users that have visited your website but not enquired. Remarketing gives you a second chance to turn a cold web visitor into a warm lead. Remarketing is extremely cost effective and we have campaigns which spend £1 – £2 a day which follow every site visitor onto social media.
Measuring the Success of Your Digital Marketing Campaigns
Measuring the success of your digital marketing campaigns allows you to find what is working and what isn’t. The two tools every website should have are Google Analytics and Google Search Console. Google Analytics is a tracking tool that allows you to measure how many clicks and conversions your website is generating. It also allows you to see how people are navigating across your website, where they’re dropping off and which pages are driving the most leads. This allows you to refine your digital marketing campaigns and drive the most leads. Google Search Console is a tool that gives you more control over the pages which appear on Google. It will also show you which keywords your website ranks for.
Conclusion
As we can see, digital marketing is an expansive field but when done correctly, it can transform a business. Some of our most successful digital marketing campaigns for construction businesses has taken them from sub £1 million a year to over £4 million a year. Get in touch with us today to arrange a free consultation and to show you how we can help your business grow online.
