Construction companies, like any other, can build their brands and their customer base using well-executed online campaigns. In this way, they encourage two-way contact. And this -- in contrast to conventional strategies (like billboards and printed media) -- enables them to actively engage with their customers.
Digital marketing also allows us to look at customer data, giving us access to customer insights that can guide our actions.
And pretty well any business is able to take advantage. For example, construction firms are generally considered to be traditional -- literally "bricks and mortar" operations (sorry for the pun, but it's true!) But they, too, cannot afford to downplay the significance of online promotion.
So in this article, we're using this sector as an illustration of how even a traditional business can boost revenue in this way.
Do Adequate Research
Market research is one of the most effective ways to make sure you use your budget correctly. You need to know what's available and what clients need.
A highly productive strategy is to visit forums and review posts from customers who're looking for contractors. This can be all you need to find out what their demands are and how to satisfy them.
But also consider keywords! These are the words that customers use to find similar companies or services when they're looking online.  If you want to find out the volume of local keyword searches, you can use internet resources like
Google Trends or the keyword density checker from SEO Book.
And once you know the search volume for these keywords, you can make an estimate of how many visitors and leads you'll get.
To get a professional insight, we spoke to Roger from JetRank who said that the first ranking position on Google gets 39.9% of clicks. So if you occupy the top spot for a keyword that gets 1,000 searches per month, you can expect something like 399 (call it 400...) visitors to your website every month. And if you can get about 3% to respond -- which isn't unreasonable -- this would generate 12 new leads per month for your business.
Backed up by this kind of analysis, aÂ
home service SEO strategy is pretty well guaranteed to get results.
Build a Website
Any business that wants to grow online needs to have a professional website. Most strategies for
digital marketing need an effective website. And of course increasing website traffic is the central means of boosting sales, withÂ
link building playing a pivotal role in driving relevant visitors to your site.
So to do this, ensure your website is as attractive and professional as possible. Link reviews and contact sections to a great homepage, and if you don't already have these pages -- make sure you create them!
It's also necessary to make all information as easy to find as possible, because prospective customers will give up if they can't access what they're looking for -- and quickly.
Think of your website as the primary tool for promoting your brand and work. So make sure that visitors get a great initial experience by paying attention to the website's design, and making sure that every page conforms to high -- and consistent -- standards.
Offer Expert Opinions
Potential customers will only get in touch with businesses if they're confident in their ability. Although past clients can attest to your expertise, new prospects will assess for themselves whether you know what you're doing by taking part in online discussions.
So it's a good idea to participate in any conversations that are taking place on services in your market. But remember to only respond to questions and express your ideas; don't use these discussions to directly promote your company because it will turn people off.
If you have a Facebook page, offer responses to inquiries. Use a hashtag to engage people on X (or as most people still call it, Twitter) or LinkedIn. And if you can do it, holding an online Q&A session is also a great option because it will help to demonstrate your expertise.
Use Content Marketing
Another effective method for increasing brand recognition and lead generation is
content marketing. Any business needs to be distinctive because there's competition in pretty well every online sector. So consider providing educational resources and blog entries on your website to talk about the concerns people have. Anyone can actually become a leader in their market (and attract more customers!) by creating excellent -- and helpful -- content.
Leverage Emails
Emails get
a lot of bad press, but when used properly, they keep prospective leads interested and moving along the buyer's journey. So avoid any ideas of mass mailing hundreds of thousands of people with generic messages: they don't work. In fact, they can get you blocked by spam filters. A quality email marketing effort will be based on people's previous interests and the information they want from the company.
It's also a fantastic tool for cross-selling to existing customers. And using emails to their maximum potential can be anyone's most successful tactics.
So as leads come in, divide the email list into segments. Determine the buyer persona the lead belongs to. And collect data on what they're most interested in.
From here, make sure you send personalized emails based on these interests, so you increase your chances of engaging with people.
And keep track of customer interactions so you can see how they progress through the buying process.
Use Social Media
Utilizing social media is another excellent strategy. In fact, it's an invaluable tool for connecting with potential customers.
And in addition, it enables more informal conversations regarding your company's operations. Which means it's easier for people to associate with you.
To do this properly, you should be active on the social media networks we've mentioned, or wherever a large number of your target customers spend a lot of their time. You can then maintain your business profile by frequently posting about market-related news and business developments.
Share Customer Feedback
New visitors can learn more about the standard of your services by reading testimonials and reviews posted by previous customers on your website or social media feed. To take full advantage of this, collect evaluations and ratings so you can post feedback on your internet platforms.
And to further demonstrate the excellence of your services and increase your credibility, you can even post actual quotes from clients.
Of course, you should obtain their consent before posting their comments online ... especially if you use their name!!
Using Digital Marketing to Increase Sales
People nowadays search the internet for anything they require, and this includes contractors for their home and property construction projects. So you need to be highly visible online if you want them to contact you.
As we've outlined here, digital marketing is effective for everyone, even for companies whose activities aren't online.
So if you follow our advice, and make the adjustments you need, you'll get in front of more potential customers and leave a much stronger impression.
And this can only lead to higher sales.
Which is, after all, what any business wants...
