Marketing in the construction industry has long since been thought of as an unknown science, or a magical art.
However, nothing could be further from the truth. Marketing in any industry, let alone in the construction industry, is governed by several best practices. If you employ the best practices and standard do’s and don’ts in your marketing strategy, you’re sure to find success with your target audience.
To help you on that journey, we’re sharing what you should be doing in your marketing campaigns (and exactly what you shouldn’t).
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Do: Leverage Online Marketing
The first thing to know is that you should be leveraging online marketing for your construction company. Simply put, the introduction of the Internet to the business world has changed how marketing is done in virtually every industry. Construction is no exception to this rule.
There are several different facets of Internet marketing. One of the best marketing tips for contractors is to isolate and focus on the online channels that will best move the needle for their business.
It’s true that you can create a website. You can employ SEO practices (use contractor SEO services). You can buy online ads, and market your brand on social media. But that doesn’t mean you should do all of the above.
Focus on a couple of online marketing channels and really hone in and get good at those.
Don’t: Spam Low-Quality Leads
Too often, online marketing turns into spammy mass-email marketing campaigns to low-quality leads that are never going to convert into closed-won customers. Don’t fall prey to this unhealthy practice.
Spamming low-quality leads has two negative effects on your business.
Firstly, it’s harmful to your brand. If customers begin to associate your brand with spammy messaging, then you can pretty much kiss any kind of credibility you were looking to build goodbye.
Secondly, it also distracts from and takes time away from valid marketing strategies that will actually produce results.
Do: Focus on Industry Partnerships
One of the best strategies for construction marketing is to leverage partnerships with suppliers and vendors in the industry. Run marketing campaigns alongside those partners in your industry, and you can share your audiences. This in turn will lead to more customers for both of you.
Don’t: Badmouth Competitors
Last but certainly not least, never use your marketing channels to badmouth competitors. This just makes your own brand look petty and will counter-intuitively lower the value of your brand.
instead, focus solely on marketing how valuable your construction services are, and don’t spend any time talking about competitors in your marketing process.
Marketing in the Construction Industry, Made Simple
There you have it. Equipped with this guide to marketing in the construction industry, you should now have a far better idea of how to build a massive audience in the construction industry and convert more customers.
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