The construction industry does not work as it used to a few years back! You cannot generate traffic and leads with just an official website. It sure does ensure your digital presence. But do you think it is enough when there are millions of other construction websites on the Internet?

As soon as you search “construction companies near me” or “real estate contractors in Philadelphia”, you will get plenty of results! And the fascinating part is you will probably browse through the top five results and will not even look into the remaining list! Isn’t that the scenario?

So, how do you expect to drive traffic without accomplishing the top rank on search results?

The average click-through rate of #1 organic search is 39.8%. It comes down to 18.7% for #2.

Wow! Now, that is a huge difference. The #2 position receives less than half of the clicks of the #1 position! It means ranking in search results poses a considerable impact on organic traffic.

Not to wonder why the construction industry SEO has become so popular over the years! It is undoubtedly one of the primary sources of traffic and lead generation.

Nonetheless, there are other digital marketing strategies as well which are as influential as SEO. We will have a comprehensive discussion about them in this blog.

Read on to learn about the various marketing efforts. 

Optimizing Your Website for Search Engines (SEO)

Search engine optimization or SEO helps your website and content to easily index and rank in the search results. Construction industry SEO is crucial because it drives 1000%+ more traffic than organic social media! Therefore, you cannot give a second thought to conducting a well-planned SEO strategy!

The primary goal of SEO is:

•  To ensure higher ranking in search results.
•   Increase online visibility.
•   Drive more organic traffic.
•   Generate brand awareness.
•   Boost conversion ratio.

Additionally, Search Engine Optimization is the most cost-effective digital marketing strategy for fostering long-term results. Undoubtedly, it is your first and most significant step to beat the challenges of the complex construction industry and ensure a potential digital footprint.

Now, what is included in construction industry SEO?

• Keyword research and analysis- For any SEO campaign, identifying and evaluating keywords and phrases is the crux of the entire process. These keywords are based on search intent and volume, helping you to rank. When you know the target keywords, it becomes easier for your website and content to be crawled and indexed by search engines.
• Optimize website and content- Using the keywords in titles, headings, meta descriptions, and tags will optimize your website and content, making them valuable, informative, and engaging. It is a fail-safe approach to acquiring a good rank and increasing organic traffic drive.
• Generate backlinks- Linking your website to other online resources is a tried and tested strategy to boost traffic and establish authoritativeness. The backlinks make your website more reliable, enhancing your construction company’s reputation. Guest blogging, publishing skyscraper content, press releases, building broken links, etc., are popular techniques for generating backlinks.
• Tracking and Reporting- Tracking and monitoring your SEO performance are essential to understanding the effectiveness of your SEO efforts and making improvements. It also enables you to trace the algorithm updates and retain your rank. Various KPIs (Key Performance Indicators) like rankings, organic traffic, user experience, and conversion rate are used to track your construction industry SEO performance. 

When SEO leads have a 14.6% close rate, why not reap its benefits?

Boost Local SEO for Construction Businesses

“54% of smartphone users search for business hours and 53% search for directions to a local business”- Think With Google.

What did you understand from the statistics? It clearly implies that local searches drive more than half of the organic traffic to businesses of all kinds, including your construction company. Therefore, your web pages must rank well in your defined geographic area to ensure they are visible in local search results.

Local SEO is an impactful yet budget-friendly tool to reach target audiences and receive high-quality leads. Hence, it assures increased conversion rate and boosted sales.

Check out the principal benefits of local SEO for construction businesses:

1. Improves ranking in local search results.
2. It promotes online visibility.
3. Increases lead generation.
4. Enhances conversions and sales.
5. Generates market dominance.
6. Manages online reputation.
7. Builds trust and credibility.

How do you have an effective local SEO for a construction business?

• Create and Optimize GMB Profile- Google My Business optimization is one of the most influential elements of local SEO. This listing provides detailed information about your business, including NAP (name, address, and phone number), business description, business hours, and others. Anybody visiting your GMB profile perceives complete details about your business and recognizes you as a reliable and reputed company.
• Use local keywords- Including local keywords in your titles, headings, meta descriptions, and content boosts local online visibility. “Near me” or “name of city or state” are effortless ways to optimize your web pages.
•  Local Online Listings- Listing your construction business in local online directories like Yelp, Angi, Yellow Pages, Blue Book, etc., offers an incredible opportunity to attract local audiences. These are trusted sites where most clients look for local services.
•  Optimize your site for mobile devices- 57% of local search queries happen through a mobile device or tablet. It means that if you do not have a mobile-friendly site, you are losing out big on lead generation! For a competitive industry like construction, why would you let it happen? So, create a mobile-friendly site by optimizing content, compressing images, increasing page speed, formatting site structure, and restricting the number of clicks. You will certainly receive more traffic and better audience engagement.
•  Build local citations- Cite your construction business to other platforms apart from the online directories through apps, review sites, GPS navigation, and more. It aids in earning referral traffic from various reputed sources.

Local SEO for construction businesses make most of the organic traffic. Hence, do not belittle its efficiency in leading you to whopping success!

Encourage Content Marketing

“Content is the king”.

Nothing can work without creative, valuable, and insightful content! Even when we spoke about SEO, we focussed on optimizing your content because it is the essence of digital marketing. So, content marketing for construction companies is a gateway for people to learn about your company, creating brand awareness and building trust.

Content marketing generates three times more leads than traditional outbound marketing but costs 62% less!

We are in an era where content (videos, blogs, and images) is the source of driving traffic. Blog posts and videos are the top two content types that improve online visibility and boost lead generation.

Why should you focus on content marketing for construction companies?

•   Increase your online presence.
•   Attract traffic and encourage audience engagement.
•   Enhance chances of lead conversion.
•   Generate authoritativeness.
•   Exhibit your expertise.
•   Promote brand awareness.

Thus, we have enough reasons to vouch for content marketing as a ticket to market your products and services on the Internet. However, you must have a well-defined strategy to ensure your content marketing efforts drive optimal results.

• Define your goal- Whether you want to generate brand awareness or establish your prominence in the digital realm, you must have a clear vision of your content marketing strategy. Not recognizing your goal is like walking the streets blindfolded!
• Competitor analysis- Recognize the competitive landscape to assess the strengths and weaknesses of your top competitors. It will provide you with an insight into the recent market trends.
• Build a buyer persona- Create a detailed profile of your target audience to understand their needs and preferences. It will help you acquire clarity about their attitudes, concerns, decision criteria, and behaviour.
• Create and optimize content- Recognize the trending topics and relevant keywords to create valuable and informational content in the forms of articles, blogs, etc. Get your content ideas using various marketing tools to be the talk of the town always!
•  Choose your content format- Analyze the requirements of your target audience to determine the content format. Blogs, case studies, infographics, or videos- be creative for whichever you choose!
• Devise a content calendar- Schedule your content publication dates to keep it organized and consistent. You want to create maximum impact, so prioritize strategic promotion planning.

When 60% of marketers have accomplished success through content marketing, it’s time you consider it to draw traffic to your construction business.

Leverage Social Media Marketing

Social media marketing for construction companies is one of the most influential ways to reach prospective leads because the amount of time Internet users spend on social media nowadays is higher than ever! An average of 151 minutes per day!

Facebook, Twitter, Instagram, YouTube, LinkedIn, and Pinterest are the prominent social media platforms encouraging small and large businesses to promote and advertise their products and services. The construction sector is no less! From ad campaigns to news feeds, you can publish and promote your content as you want.

How does social media marketing benefit you?

•   It helps to reach target audiences.
•   You can generate potential brand awareness.
•   It improves online visibility.
•   Establishes a prominent digital presence.
•   Increases web traffic.

With so many advantages of social media marketing for construction businesses, anybody would be a fool not to experience its massive impact! You will be glad to know that social media recently overtook paid search as an online advertising channel with 25% YoY growth!

Note: It is not necessary to promote your business on every social media channel; target only where your audience lies.

Consider Pay-Per-Click (PPC) Advertising

Google ads, also known as pay-per-click (PPC) ad campaigns, are an aggressive digital marketing technique. Unlike organic SEO search, where your web pages rank over time, PPC campaigns appear immediately on the top. It means that whenever there is a search query with a targeted keyword in your campaign, Google will display your ad instantly.

Pay-per-click (PPC) advertising for construction companies has come a long way in:

•   Successful client acquisition.
•   Encouraging positive ROI.
•   Generating conversions and sales.
•   Promoting brand awareness.

$2 for every $1 spent is how much businesses earn from PPC ad campaigns.

It is an impressive figure, considering the immediate results! However, for successful pay-per-click (PPC) advertising for construction companies, you must follow these guidelines:

• Fix a budget.
• Analyze your competitor’s long-tail keywords.
• Track the results regularly.
• Modify ad content whenever needed.
• Create landing pages.

So, you are set to publish your first-ever PPC ad campaign! 

Choose Email Marketing for Construction Companies

As a construction business owner, you may not comprehend the significance of email marketing, but it has proved to be a cost-effective marketing tactic to retain existing clients and educate new ones about new products, services, discounts, events, and others. Email marketing is an easy way to stay connected with your clients and re-engage dormant leads.

In recent years, email marketing for construction companies has become an incredible opportunity to boost profitability by delivering soaring ROI!

Do you know email ROI is $36 for every $1 spent? It is a huge margin, isn’t it?

Email marketing is indeed beneficial because:

• It enhances the client experience.
• You can follow up with your existing clients.
• It helps in promoting new products, services, price launches, etc.
• You can secure new sales.
• You receive higher ROI.

You can create personalized email campaigns to strengthen client relationships and manage brand reputation.

Wrapping It Up!

Coming to the end of the discussion, all we can conclude is the construction industry has numerous digital marketing prospects aiding you with impressive results in driving traffic, increasing leads, and boosting sales. Everything you need to do is to understand your marketing goals and fix a budget before you get started.

If you are looking for an expert construction digital marketing company, we at Black Marlin Technologies will be happy to help you with our avant-garde solutions.

Check out our success story here Case Studies

Frequently Asked Questions (FAQ)

Q. Why should I optimize my construction company’s website?

Ans. Optimizing your construction company’s website is essential for search result ranking, driving organic traffic, increasing online visibility, improving user experience, generating brand awareness, and boosting conversions.

Q. Will I get qualified leads from local SEO?

Ans. Yes. Local SEO is one of the most potential ways to receive qualified leads as it enables targeted search. Since potential consumers always prefer local search, you have the best chances of receiving high-quality leads.

Q. What is the cost of Google Ads?

Ans. Google Ads can cost anywhere from $1000 to $10,000 per month with an average cost-per-click (CPC) of $1 to $2 on the Search Network.

Q. Is it a wise idea to invest in email marketing for a construction company?

Ans. Yes. Email marketing has become a preferred digital promotion tool with its effectiveness in generating higher ROI while curetting a personalized touch. It is an incredible way to bond with your clients.