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Digital marketing for construction companies: Top 2022 trends

The online world is constantly evolving and as is digital marketing for construction companies. Every year we see new trends come and go, emphasising the need for businesses to act fast with their campaigns and marketing material. When brands are unable to keep up with these changes, this is when their efforts become lacklustre, something that risks tarnishing your image. 

Here at Construction PR, we have worked within the industry for over 13 years. During this time, we have successfully delivered thousands of high-quality marketing campaigns for a multitude of companies. Whilst we can’t predict the future, we are good at keeping our eyes peeled for trends and ensuring our clients utilise them where they can. To help you on your way, here are some of the top marketing trends of 2022 so far! 

  • Short-form videos 

Whilst long-form video has been largely popular for decades now, there is a new competitor on the block: short-form video. 

Thanks to the decreasing attention span of the online generation, audiences have found themselves only being able to focus on a video for less than 30 seconds at a time. Although not ideal for those companies who rely on long-form videos, it’s perfect for construction companies wanting to take a dive into video marketing. 

As we have seen in the past, how-to videos and tutorials are great successes for construction companies, as well as timelapses. These are both genres of video that can be adapted into short form for a platform of your choosing. The most popular outlet for this style of marketing is TikTok, however many other social media sites have quickly caught onto this trend also. Instagram introduced ‘Reels’ in 2022 and the platform now estimates that 20% of a user’s time on the app is spent watching these.

When considering this type of marketing, you should carefully consider platforms to share your short-form video from. This will change depending on your target audience and aspirations. Not sure where to start? We can help!

  • SEO tactics 

Despite the changing marketing trends, one method that never fails to produce results is SEO. Search engine optimisation has been practised by businesses across the world for many, many years. Although there are regular changes to the algorithm, the premise remains the same: you need to optimise your website if you want people to find it. 

When looking to choose a construction company, consumers will head to Google to see what they can find. If your website doesn’t appear towards the top of the page, the chances are, the user will not continue to scroll to find you. By making changes to the content on your site and to technical elements behind the scenes, you can rise through the Google rankings. This will help you to ensure you are chosen over your competitors.

Whilst not much has changed drastically since 2021, one algorithm update has pushed the continued importance of E-A-T. This synonym has always been a vital part of SEO; however, search engine algorithms are further stressing its importance as of late. Standing for Expertise, Authoritativeness, and Trustworthiness, E-A-T helps the algorithm determine whether a website (and the brand behind it) harbours these characteristics. If it does, Google will rank it higher. 

  • Getting personal 

Digital marketing for construction companies doesn’t have to be as corporate as you might think. Consumers love to connect with their favourite brands, and this extends to those within your industry too! Whether you choose to get personal with your audience through email marketing, social media, or PR, the benefits it can have on your company are incredible. In fact, research even suggests that those who send out email marketing campaigns with personalisation are six times more likely to see an increase in their transaction rate! 

Being personal with your customers requires tonal changes to your content. You must ensure you sound conversational and approachable but still professional. Take away any corporate jargon that could put people off connecting with your brand. Think about ways to engage your audience such as sharing photos of your team, posting about national days, or even using social media story features to hold Q&A sessions! These things will set you apart, especially in the construction industry. 

Professional digital marketing for construction companies

Whilst these may be the most current digital marketing trends, they are trends for a reason and may quickly change. Unless marketing is your main profession, it can be a struggle keeping up with the progression of the digital world. If this is an issue you find yourself running into time and time again, this is where companies like Construction PR can step in to help!

Our team has a wealth of expertise across all areas of digital marketing, allowing us to aid your company with any element of your strategy. As an agency that doesn’t work with freelancers, all our team are situated under the same roof. We use this to our advantage by ensuring that our clients’ marketing strategies are cohesive throughout each department. We also regularly brainstorm ideas, drawing on the experience, knowledge, and creativity of every member of our innovative team!

Our services 

In all honesty, knowing which techniques your business requires can be tough. With digital marketing for construction companies being an umbrella term for so many different tools, the process of building your strategy can be an overwhelming one.

In order to offer our clients as much flexibility as we can, we offer a wide range of services. What’s more, we can even advise on which we think will be the most beneficial to you! These include:

  • Search engine optimisation (SEO)
  • Pay per click (PPC)
  • Public Relations (PR)
  • Graphic design
  • Social media marketing
  • Website development
  • Event planning and management
  • Influencer marketing
  • Crisis management 

Contact us 

If you think your business could benefit from digital marketing for construction companies, click here to get in touch with our expert team today! We can’t wait to hear from you!