The construction industry is a force to be reckoned with an estimated global worth of $8.2 trillion in 2022. This immense market value translates into a cutthroat environment where construction companies strive to secure more projects and outshine their competitors.
With this fierce competition, companies in the construction industry are realizing the critical need for effective marketing strategies to thrive. And thanks to digital dominance, construction marketers are stepping up their game, recognizing the power of online marketing, primarily content marketing, over traditional marketing to reach their prospective clients and connect with their target audience meaningfully.
This guide explains more about content marketing in the construction industry and steps to help them acquire more projects and enjoy the best marketing outcomes.
Why Should Construction Companies Leverage Content Marketing?
Construction companies can greatly benefit from leveraging content marketing as part of their digital marketing strategies. Ideally, content marketing involves the creation of compelling and valuable content, then distributing it to the target audience to engage them and generate quality leads.
Posting high-quality and relevant content helps you position your construction company as an expert in the industry. This step helps build trust and credibility among prospective customers. According to a survey by Demand Metric, 82% of consumers feel more positive about a company after reading custom content.
Additionally, if done right with an SEO strategy, you can use content to boost your company’s online presence and visibility. By publishing relevant and valuable videos and blog content, they can attract more website visitors, increase organic search rankings, and enhance brand awareness – reports show that businesses that blog receive 97% more links to their website than those that do not.
With effective content marketing efforts, you can attract quality leads that will convert into buyers. The reason is that you will offer content that helps your audience solve their issues, so you will likely capture the attention of those searching for solutions.
Furthermore, construction content marketing allows companies to build trust and nurture relationships with prospective customers. By delivering valuable content consistently, companies can educate and inform their audience, showcasing their expertise and commitment to customer success. This way, customers can make sound buying decisions. Such companies only need to research types of content marketing and use one that will help them reach a wider audience for the best results.
Finally, construction companies can use content to showcase their unique value proposition. Companies can stand out in a crowded marketplace by highlighting their expertise, experience, and successful projects through various content formats, such as blog posts, case studies, videos, and infographics, or by posting on their social media platforms.
5 Steps to Get More Projects with Content Marketing
Now that you understand the importance of content marketing to maximize digital presence, here are helpful steps or tips to acquire more projects.
Identify Your Goals
When embarking on a content marketing campaign for your construction company, the first step is identifying your goals. Without well-defined objectives, your marketing efforts may lack focus and direction. Start by considering what you want to achieve with your content marketing, such as increasing brand awareness, generating qualified leads, or showcasing your expertise in a specific area.
To illustrate the importance of goal setting, consider the following statistic: companies that set specific marketing goals are 376% more likely to report success than those without goals. This emphasizes the need to establish clear objectives for your content marketing initiatives.
A good marketing plan is like a roadmap showing how you intend to achieve your marketing goals. It should include strategies for reaching your target audience and increasing their online presence, engaging them with valuable content, and ultimately converting them into customers.
Remember to align your marketing goals with your business objectives to ensure a cohesive and effective approach.
Develop a Content Marketing Plan
Once you have established your goals, developing a comprehensive content marketing plan is essential. This plan will serve as a blueprint for your marketing activities, guiding your efforts and ensuring consistency across channels.
A well-crafted content marketing plan should encompass various elements, such as defining your target audience, identifying key topics and themes, determining the types of content to create, creating a content calendar on when to post, and establishing a content distribution strategy. It should also allocate resources, including time, budget, and personnel, to support your content marketing initiatives.
Having a strategy in whatever activity, including content marketing strategy, leads to better results. Your plan should also outline the channels and platforms you will leverage to distribute your content effectively. Using search engine marketing (SEM) techniques can help drive organic traffic to your site and attract potential customers actively searching for construction-related services.
Create Personas to Create Content Ideal For Your Customer Base
Segmenting and creating personas push your construction marketing efforts a step further. Strive to create and distribute content your target audience can resonate with, and what you can achieve by creating customer personas is crucial. These personas represent your ideal future customers, so you can create content that addresses their specific needs.
By understanding your customer personas, you can develop content that addresses their challenges, provides solutions, and positions your construction company as an authority in the industry. For example, if your target audience comprises architects and designers, you can create content showcasing innovative architectural designs, construction techniques, or sustainable building practices.
To create customer personas, research, collect demographic and psychographic data, and analyze your existing client base. This information will help you understand your audience’s characteristics, motivations, and pain points, enabling you to develop highly targeted and engaging content that resonates with them.
Leverage Social Media and Influencer Marketing
In today’s digital landscape, social media accounts are vital in content marketing for construction companies. Social media marketing provides opportunities to engage with your audience, share valuable content, and build brand awareness on social platforms like Facebook, Instagram, LinkedIn, Twitter, and YouTube Channel.
Consider establishing a presence on social media channels relevant to your industry. Share informative social media posts like articles, project updates, industry news, and visually appealing content like photos and videos. Interact with your followers in the comments section and respond to their questions in the comments or the direct messages.
Another social media strategy is to encourage your followers to leave online reviews on your site and share them on your social media profiles. For example, positive reviews will increase your followers’ trust in you, and you will likely gain more projects. You will also gain more business through referrals.
Additionally, influencer marketing can help you boost your company’s credibility. Collaborating with influencers, such as prominent architects, designers, or construction experts, can help you tap into their established audiences and build trust among potential customers, so your social media marketing efforts will pay off.
Influencer marketing eases your digital marketing efforts and can quickly help you achieve your goals. By partnering with influencers who align with your brand values and target audience, you can effectively leverage their expertise and influence to promote your construction company.
Measure Relevant KPIs
Measuring the success of your content marketing efforts through your sales funnel is essential to determine what’s working and identify areas for improvement. You can use key performance indicators to track and evaluate how well your campaigns are doing in bringing either residential or commercial clients, providing valuable insights into their effectiveness.
Regarding your marketing goals, relevant KPIs may include website traffic, lead generation, conversion rates, social media engagement, email open rates, or customer retention rates. By regularly monitoring these metrics, you can gauge the impact of your content marketing initiatives and make data-driven decisions to optimize your strategies.
For example, tracking the source of website traffic can help you identify which channels or content types drive the most visits and conversions. This information can guide your content creation and distribution efforts, allowing you to allocate resources more effectively.
Implementing robust analytics tools like Google Analytics can provide detailed data on user behavior, demographics, and conversion funnels. This information can help refine and align your content marketing approach with your business objectives.
Content marketing techniques for construction companies!
Mastering effective content marketing techniques is essential for construction companies seeking to secure more projects and generate quality leads for their construction services through online advertising. By leveraging the power of content, companies can showcase their expertise, establish professionalism, and attract potential clients in a highly competitive industry.
At ContentGO, we understand the unique challenges your sales team and content creators face in creating compelling content. We specialize in delivering quality service with high-quality content tailored to their needs. Our experienced writers and strategists are dedicated to creating engaging and informative content that resonates with your target audience, highlighting your strengths and differentiating you from the competition.
By partnering with ContentGO, construction companies can harness the power of content marketing to position themselves as industry leaders, build trust with potential clients, and ultimately drive more projects and keep happy customers. Our content writers are committed to ensuring that our content aligns with your brand image and effectively communicates your value proposition.
If you’re ready to take your construction company to the next level and unlock the potential of content marketing, we invite you to register today and let us help you.