Construction Marketing has always had it’s challenges. While the new age of computer-based device-led platform has taken over much of human interaction, as the new age of project-based technologies takes over everything in between, construction business owners are forced to adopt it more often in lieu of more old-fashioned, hand-in-hand interactions. It is no wonder then that some construction websites are becoming obsolete so rapidly. The need to adapt to the changing needs of customers is strong. However, just because a website is no longer used to direct traffic to the construction site does not necessarily mean it can be discarded.
The current generation of construction marketing strategies are not only more technologically advanced than previous ones, but they are also far more intuitive. Websites and online applications that help customers find what they are looking for are an increasingly important part of building brand awareness. Today’s construction marketing ideas are more interactive and designed to fit small and medium-sized businesses with today’s larger-scale business needs. Therefore, today’s construction marketing strategies should be able to adapt to the changing needs of today’s construction sites. In other words, it needs to be “built to last.”
If your construction marketing strategy is to adapt to the changes in customer preferences, then you are also faced with the necessity to adapt your SEO (search engine optimization) strategies to keep pace. There is much evidence that people who search for home improvement methods do not usually search for construction materials. Similarly, those who search for construction information are often interested in low price and do not care if the website they see has a picture of an erstwhile mansion (unless it is the author’s personal property). Hence, your SEO efforts need to focus on bringing in leads by focusing on the right audience – those customers who may be searching for construction information but aren’t necessarily buyers.
Other construction marketing ideas that are constantly changing include the number of pages in a website requires to contain to attract potential customers. In the past, it was thought to be sufficient to have just one or two pages. As the construction business has developed, so too has the number of pages required to attract potential buyers and sellers. On any given day, there are literally millions of web pages and countless social media outlets that allow anyone to publish their thoughts on construction.
Another thing that has changed in the construction marketing landscape is hoarding signage. Just a decade or two ago, it was not uncommon to see construction sites that were peppered with signs – often giant outdoor signs – that promoted the local construction business. However, today, as more potential customers work from home, or use computers and internet applications while sitting at their desk in a cubicle, hoarding signage is not necessarily productive. Today, a construction marketing strategy that is successful may need to use online marketing tools to connect with those individuals who are able to make a decision without being physically present.
One of the newest forms of social media, Facebook and Twitter, have become important tools in the construction business’ marketing toolbox. The real estate industry has not been left behind. Facebook is currently the third most popular social media platform in the world, surpassed only by Google and Yahoo. Construction professionals can take advantage of Facebook to reach out to buyers and sellers that live in the area. With over 500 million users and a page for every imaginable topic, construction marketing messages can reach a wide cross section of the population.
Many construction marketing messages will center on the business itself. Facebook pages and company websites can be updated regularly to promote future events, conventions and conferences. Twitter is another great way to share information about current projects and progress. These social media platforms allow contractors to get a feel for their company’s reputation before sharing detailed information with all of their Facebook friends. Online social media tools are an important aspect of the construction industry’s online presence.
If you own a construction business and do not currently have a presence on Facebook, Google+ or Twitter, it is time to get started. Each one of these sites offer plenty of opportunity for social marketing and each one of them has a great way to reach out to your customers. The construction marketing strategy that is most successful may not be what you had in mind. Every business is different and using Facebook, twitter and Google+ differently may be the key to making your presence on these sites successful.