When it comes to Internet marketing for construction companies, businesses think they know what they’re doing. The truth is, not many of them really do. Internet marketing is vital for the growth of any business, including those within the construction industry. A consistent and complete strategy is the key to success.
Here at Construction PR, we understand the importance of getting digital marketing right. Over the last 13 years, we have worked closely with clients in all areas of construction to boost their sales and business prospects through digital marketing. Today, we are going to share our top tips with you so you can elevate your marketing to the next level.
1. Use platforms that target your customer
As soon as someone says ‘Internet marketing for construction companies’ many people immediately think of social media. Whilst social media is an incredibly useful tool for construction businesses, it is important that it is being utilised correctly. Running a corporate social media is very different to running a personal account; it is all about selling to an intended audience without a hard-sell. In order to capture the attention of a target audience, the correct social media platform should be used.
Depending on which platform is used, a different demographic will be reached. For example, the majority of Instagram’s users in the UK are 25-34 years old. This would make Instagram the perfect platform for builders to target new home owners or perspective new home owners. Facebook, on average, has a slightly older age demographic. Each social media platform’s demographic differs, and it is important to keep that in mind when you are posting.
When it comes to B2B (business to business) social media, LinkedIn is the best option. Not only is this a great way to make sales if you are a B2B company, but it is also a brilliant way to connect with other people within the industry and make a name for yourself. Often LinkedIn is overlooked and underused, but it can be just as important to your sale as Twitter or Facebook.
2. Don’t only write about products and services
One of the benefits of Internet marketing for construction companies is the connection that it gives businesses to their customers. However, this can easily be disrupted or undone by consistent corporate talk and a ‘hard-sell’. When creating content, businesses should invest time into ensuring they understand what their audience wants to see. Of course, there will be some talk about products and services, however, it shouldn’t be limited to this.
Prospective customers and existing ones like to feel connected to a brand. They want to see a more human side to a business and social media is the perfect way to stress this. Businesses should try to talk about products and services in a way that resonates and engages. For example, if you are a landscaping company, you could write about how to improve your garden over the summer and include a section about landscaping and your services.
3. Make content people what to read
Leading on from this previous point, any content that is posted should be relevant. It needs to be something that other people will read and will find useful. Within the construction industry, this tends to be ‘How-To’ guides and other informative pieces. This will not only keep an audience engaged but will also cement your place within the industry as a business who knows their stuff.
Content must also be appropriate for SEO value. If your content isn’t useful to those reading it, you may gain a high bounce rate. You may also not appear at the top of the SERP when a question is typed into Google. A high bounce rate will lower your SEO value as Google’s algorithm will assume you have no content that can help a user. The more relevant and informative your website content is, the higher your SEO value and the higher you will rank on the SERP. Having a high SERP ranking means you are more visible to potential customers.
4. Don’t forget about backlinks
Continuing down the SEO path, backlinks are a vital tool when dealing with internet marketing for construction companies. A backlink is when your website is linked on another. This can be from other professionals within your industry, or from news outlets. These are gained through PR.
Backlinks play an important role in SEO; if the algorithm can see that your content has been referenced by someone else with a good domain authority, it will see it as useful. It will them be more likely to be recommend to a user. This, in turn, will boost your SERP ranking, and you will see more organic traffic. Organic traffic will eventually transfer into sales.
Professional internet marketing for construction companies
Internet marketing for construction companies can be confusing to those who have never dealt with it, especially areas like SEO. That is why Construction PR are here to help. As an agency, we don’t employ freelancers. This ensures our team are under one roof. This allows us to share ideas with one another, brainstorm ideas using different creative minds, and bring you the best possible services. Our varied team work within all areas of digital marketing including social media, SEO, graphic design, content, and PR. Working in collaboration with each other to blend areas of marketing and create a tailored strategy that works for you.
The internet marketing services we offer at Construction PR consist of:
- Social media management
- Graphic Designs (branding/re-branding)
- PR (public relations)
- SEO (search engine optimisation)
- Crisis management
- Content Creation
- Business Development