Let’s admit it. COVID 19 has changed the way we do business. It prompted every industry to re-assess how they work. And the construction business is not an exception. It has become important for many contractors to figure out how to strategically work amidst social distancing and the use of PPE.
Yet, while like many domains, construction has its own share of challenges during the pandemic, many companies are seeing this time as a way to experiment with their construction marketing, to not just survive but actually create a better brand.
To help you start your digital marketing strategy on the right foot, we will look into some top digital marketing trends in 2022 to implement right now in the construction industry.
Create a User-Friendly Website:
Keep in mind that your website is not a brochure. Your website is the first point of contact between you and your potential customers. It tells about your company and its services. Therefore, it should be well-designed and user-friendly.
To make your website stand out from the sea, make sure to load it with engaging content and useful information. Also, it should answer all the questions of your audience.
That’s why you should create or maintain your website according to the buyer persona considering the things like…
- Who are they?
- What do they require?
- What are their problems?
- How can you solve their problems?
A well-designed website includes a menu bar, quality design, chatbot, blogs, and call to action (CTAs)
Invest in SEO:
If you are like most construction companies out there, you must have a fully operational site. But having a full-blown website is not enough. You might be surprised to learn digital marketing is not limited to simply having a website. You need to make sure that it is optimized, improved, refreshed, and easy to use. That’s why you should invest in SEO.
SEO stands for Search Engine Optimization and is an advanced promoting system that helps websites improve their ranking in the search engine result pages or SERPs. And this is really important as most people find services online. SEO improves the visibility of your website is seen on the top search results.
Create GMB Listing:
GMB or Google My Business provides information and photos of your business, including your location and services in search results and Maps as well. This way, creating a GMB profile increases your visibility.
It can help your business get found by a local audience looking for similar services over the Internet.
According to one study, the average business gets 1,009 monthly searches with Google My Business. 84% of them are routing from discovery searches, while 16% are direct searches.
Invest in PPC Advertising:
PPC or Pay Per Click is an effective way to drive traffic and leads. This is a paid marketing method that lets you focus on your target audience.
You must have seen these ads at the top Google SERPs. They can also appear in the form of shopping ads where a product grid is displayed by Google or Gmail ads that look like emails in the inbox but are actually paid content. You can set a budget for PPC and what keywords you want to choose for your campaign.
This hyper-targeted advertising lets you connect with your potential clients looking for your services. So it can ensure you the best ROI. Google Ads is the most popular PPC platform, but you can also try PPC ads on YouTube and Bing.
It can help you draw in fresh clients looking for a contractor online. With a strategic campaign, you can capture the right traffic right at the top of the search results and get conversions.
Take Care of Reviews:
Most of us check out the reviews before purchasing any product online, right?
In fact, 90% of consumers read reviews before making any buying decisions. A high rating and positive feedback can lead to trust, whereas poor review can kill the leads.
It is equally true that not all reviews might be positive for your construction business.
But that doesn’t mean you leave negative reviews unaddressed. Make sure to respond to the comments posted by unsatisfied customers promptly.
For example, you can respond by saying that you are looking into the matter or at least you can apologize and assure them of quality services in the future.
The practice of handling negative comments is called Online Reputation Management or ORM.
Create YouTube Videos:
YouTube is the second largest search engine after Google. And there is an ever-increasing number of users who use Internet-based video to learn DIY home repairs, designs, and other construction projects.
Creating YouTube videos can increase exposure, improve credibility and educate the consumer and convert leads for your consumers.
Needless to say that you should utilize this and create a YouTube channel for your construction business now. And there are many ways to make YouTube videos work in your favor.
First of all, you can create live videos to build an interaction with your target audience. Secondly, you can create tutorial videos on DIY projects, troubleshooting, or simple projects. Testimonial videos are equally important to build your reliability among clients.
Be Serious about Email Marketing:
Email marketing can help you grow your customer base, leads and stay in touch with your existing clients if done right.
You can update customers on company news, deals and remind them that you exist. A construction company uses varying email content based on the needs and preferences of their customers. For instance, you can send a combination of the weekly newsletter and business updates, and specific content based on past client purchases.
You can also send emails to promote special deals that promote conversions–like “early-bird” discounts exclusive to those on the contact list. This also lets you track customer engagement with your advertising, ensuring real insights.
Host Webinars and Other Digital Events:
Digital events such as webinars are a great way to connect to your audience while building your construction business’s brand. If there is a topic you have expertise in–whether that’s the construction process, equipment safety, or anything else–you can deliver a webinar to educate your potential clients.
Webinars can also help you generate leads. Once the webinar is over, you can ask an attendee to provide their emails.
Guess what, you can use the recorded version of the webinar as an extra source of traffic to your website. For example, you can upload it to your YouTube channel or social media account.
Use Live Chat and Chatbots:
Over the years, live chat has become an important method of customer support for businesses.
Having a live chat on your website offers your visitors instant access to customer support reps if they are looking for any kind of assistance.
Chatbots can empower your customer support.
These bots can instantly provide basic customer questions as well as collect information to pass on when a service rep is there. There are some AI-powered chatbots that can handle basic requests by themselves.
Wrapping Up…
Digital Marketing is important for all domains, including construction companies. Strategies like video, content marketing, and SEO help you grow your business in 2022 and beyond.
If you are interested Are you looking to create the best marketing strategies that can work for your construction business? It is what we create here at KVR Webtech. We have helped many construction companies and real estate businesses maximize their leads. Just give us a call or contact us online.
Started working as a digital marketing expert, Varun Sharma is now also a well-known digital marketing speaker – a speaker on performance development, and a trusted mentor to businesses in the digital world. His keynote expositions are based on the digital marketing theories, which provide a fascinating insight into the secrets of high performance.