Construction Marketing: Building an Online Presence

With a number of construction firms vending for the same project, every little helps when it comes to winning a contract. The good news is that traditionally the construction industry has been slower to adopt digital technologies compared to others, which means establishing an online presence is likely to be an easy win. There are several benefits that come with construction digital marketing, and it can effectively deliver both short-term and long-term growth.

Before the first brick is laid, your prospects are searching for your services online. An online presence ensures you’re not only visible but also accessible. It’s about making a strong first impression, showcasing your portfolio, and providing a platform for engagement. Let’s face it, if you aren’t and your competitors are, who are they more likely to approach? Construction is an industry built on trust and reliability, and building an online presence contributes to those key factors. But building an online presence doesn’t just earn your business credibility, there’s plenty of scope for a stream of direct revenue.

Building an online presence is akin to constructing a building. It requires planning, execution, and maintenance. And much alike building, an construction marketing has building blocks. Here’s what you need to build an online presence:

It’s your digital headquarters. A professional, user-friendly website serves as the cornerstone of your online presence. It should reflect your brand, highlight your expertise, and showcase your project portfolio. Ensure every page is optimised for search engines (SEO) for maximum visibility in search results.

Top tip: With often multiple decision-makers and stakeholders involved in the vendor process, ensure your website makes it clear that each are in the right place. Create customised journeys for every buyer persona, with content that overcomes the obstacles associated with contractors, architectures, product manufacturers, developers, and surveyors. Whoever applies.

Content marketing is your scaffolding. It keeps your brand top of mind in both your audience and search engine algorithms. Regularly updated blogs, case studies, and highlighted projects demonstrate your expertise, and builds trusts with your prospects. Content marketing provides value to your audience, helping to establish your business as a thought leader in the construction space.

Top tip: Although content marketing is traditionally thought as an indirect marketing solution for achieving tangible metrics, this isn’t always the case. You don’t have to give your content away for nothing. Turn your content into lead magnets. Have you got a blog that did well? Turn in into a downloadable document in exchange for their contact details. Maybe host an online webinar. These are qualified leads you can add to your sales pipeline or further lead nurturing.

Social platforms are the hubs of your online community. They offer a space to engage with your audience, speak to them, share updates, and promote your content. Each platform has its strengths, and in B2B markets like construction, LinkedIn is your go-to place. It’s where all the important stakeholders live and opens a door for expanding your professional network.

Top tip: Turn social media into a stream of revenue. This requires having a process in place to engage with your audience, convert them into customers, and booking those sales calls. So, what does this look like? An organic route is to tap into professional groups like Design & Construction Network and Civil Engineering & Construction. Share your content, take part in conversations, and lead on polls. When done correctly can lead to fruitful business prospects. If this sounds like a lot of work, consider leveraging paid advertising.

Reach beyond your existing network. Digital advertising like LinkedIn Sales Navigator allows you to target specific professionals, ensuring your message reaches the right audience. Or why not consider search and display ads on platforms like Google Ads?

Top tip: If you’re looking for instant traffic and leads, search advertising is a quick solution. But for the best chance of success, these campaigns need to direct traffic to a winning landing page optimised for conversions. Consider building A/B/C testing landing pages to work out what messaging delivers the best results.

You work in Construction, so you know already that reputation is everything. Encourage satisfied customers to leave reviews online. Positive feedback builds trust and can be a deciding factor for potential clients comparing you to competitors.

Don’t underestimate the power of the inbox. Email marketing and newsletters keep your audience informed about company news, projects, and insights – keeping your brand top of mind. Additionally, it’s a great tool to tap into repeat business and increase your customers lifetime value.

Top tip: Turn your email marketing on autopilot with marketing automation. There is no better marketing tool for nurturing prospects through the buying cycle. With the right strategy, can be particularly effective with targeting multiple stakeholders. For best results, use marketing automation to deliver targeted content that strikes the heart of your audience’s pain-points. Content that overcomes the barriers of your product or service getting the green light. Marketing automation assesses individual leads with user behaviour, helping you nurture potential prospects from cold to hot.

Construction marketing is more than just being found; it’s about being chosen. So, for optimal results, you need to take a strategic approach. Here’s some foundational tactics for a strong and resilient online presence:

Stay updated: Keep your website and other digital platforms up to date with your latest projects, awards, and news.

Engage: Digital marketing isn’t a one-way street. Engage with your audience, respond to comments and their interests, and participate in industry discussions.

Analyse and adapt: Make informed decisions with your digital marketing by using analytics tools to track your online performance. With this data you can understand what works and where there’s room for improvement, then adapt your strategy accordingly.