Has your construction business taken a toll after the pandemic? Are you losing customers left and right? We get you’re worried, but here’s what you need to get back on track.
The construction business is perhaps the most backbreaking industry. Your project teams need to follow through with the Main Contractor’s program, and if you’re a small company, expect a lot of cash flow issues.
One minor screw-up can send you rolling downhill, and worst of all, you’ll lose clients. The pandemic hasn’t made it easier either, and you’ve probably lost some business because of it. But you can still turn things around if you use these top tried and tested marketing strategies!
Account-Based Marketing May be the Answer
Marketing in the construction business is rather unconventional. Typically, a company pursues mass marketing to reach out to as many people as possible. But in construction, this approach may fail miserably.
That’s because construction services are highly specialized. Clients are often looking to pay top dollar to a company that assures impeccable quality and can put money where its mouth is. That’s where account-based marketing comes in.
Account-based marketing means you specifically target your marketing towards a handful of big-fish accounts within your reach. This way, you can focus your resources on a smaller number of high-value clients rather than trying to reach an entire market.
Networking can Take you a Long Way
In the construction business, your network is your greatest asset. It can help you get new leads, connect with other professionals, and find suppliers for materials. Many construction companies don’t realize that they can use their networks as a marketing tool.
You can use your network to create brand awareness and build relationships with potential clients. The best way is to attend industry events and trade shows. Here, you’ll be able to meet many people from different construction companies. You can also use this opportunity to promote your business by handing out company brochures and business cards.
Be Active on LinkedIn
LinkedIn is a powerful platform, and you can use it to generate leads and close deals. The first step is to make your company page as informative as possible. Use high-quality images, post regular updates about your projects, and include relevant keywords in your profile so that when people search for construction companies, yours comes up first.
Another way to use LinkedIn to your advantage is by joining relevant groups and engaging in discussions. This will help you get noticed by potential clients and other construction companies who might be looking for a subcontractor or consultant. For example, the best way in our experience is to launch a content campaign to showcase your expertise in the field, attracting other experts to join in on the discussion!
You can also use LinkedIn to post articles related to your business or showcase current projects. Remember, these articles go on your website blog, not your LinkedIn posts. No one wants to wade through a wall of words on social media, so keep all your social media posts short and sweet.
You can use construction banners and posters to make your posts stand out. The only question is how? PosterMyWall’s poster maker is one of the most easy-to-use graphic design tools you’ll find on the internet.
Content Marketing is a Must
Content marketing is often overlooked in the construction business because most companies think it’s irrelevant to their industry. But that couldn’t be further from the truth!
Content marketing is a powerful tool that can help you attract and retain customers. It’s all about creating informative and engaging content that will interest your target audience.
This can be in the form of blog posts, infographics, e-books, and videos.
The important thing is to make sure your content is high-quality and provides value to your audience. For instance, you can add stunning drone shots of your construction site to make your posts appealing and demonstrate your proficiency!
You can also use content marketing to build relationships with other construction companies. For example, you can write a guest blog post for another company’s website or have an online panel discussion on how to solve a technical problem common in construction.
A Last Bit of Advice
Every construction business is different, and what works for one might not work for another. The important thing is to experiment with what marketing strategies work best for you.
And always remember, Rome wasn’t built in a day. It takes time to see results from your marketing efforts, so be patient and stay the course! But the more important thing is to find the right marketing mix that works for you.
Although the above strategies work like a charm, don’t be afraid to sprinkle in email marketing, social media marketing, and even good old-fashioned print marketing if you think they will help.