The construction industry is the backbone of infrastructural development and a catalyst for economic growth. Traditionally, this industry has adopted a ‘slow and steady’ approach to technological change – as most projects are unique – making it almost impossible to scale up new ideas and embrace new technologies that are transferable across projects.
But, if digitisation has changed the business landscape, then digital marketing has revolutionised it! Digital marketing has been a game-changer for many industries whose unique requirements and challenges have seen them shy away from digital advancements. Hence, digital marketing is a massively underutilised marketing tool within many of the more traditional sectors, like construction, compared to some of the other large sectors.
The versatility and multi-pronged approach available through digital marketing may be just the solution the construction industry needs to catapult it into the digitised era in a way that meets the unique demands of this sector. Informed, tech-savvy customers and a growing global demand for more sustainable and environmentally sensitive construction methods, mean that developing a planned digital marketing strategy can be hugely beneficial to businesses within the construction industry. This is great news as there is scope for cornering the market for those willing to take on the challenge of forging a digital presence for their construction business. A tailored marketing strategy will not only be beneficial in the short term but ensure long-term success too.
Partnering up with a digital marketing agency that understands the unique challenges faced by the construction sector and shares your business’s ethos can help you navigate the many digital marketing options available to businesses, including assessing which tools and platforms would favour your brand and sector in order to promote your niche, both locally and beyond.
Here are some digital marketing ideas to consider if you are in the construction industry:
Social media is the ideal medium through which to engage directly with customers. As many businesses within the construction industry have yet to fully embrace digital marketing, there is a lot of scope for progressive construction businesses to leap ahead with some creativity. Strategically placed ads within these platforms will also enable these businesses to hyper-target their audience using pre-determined qualifiers like geographic location, keyword searches, job titles, etc.
Rather than trying to ‘cover all bases’ by signing up to every social media channel you can think of, it’s best to focus on 2 or 3 key platforms that are going to give you maximum returns on your efforts.
Remarketing is a digital marketing strategy whereby, once you’ve clicked off a website, you start seeing ads for that website. This is an incredibly powerful tool that reminds past visitors to come back to your site – keeping you in front of a targeted audience.
Investing in localised Search Engine Optimisation (SEO)
Many businesses operating within the construction sector may be geographically dependent for projects, particularly smaller- and medium-sized enterprises. Localised SEO can improve your site’s optimisation for local search results that will attract more targeted prospects to your services and your business. This can be achieved by adding a geographical suffix to your high volume key phrases to reduce the competition.
Forward-thinking businesses within the construction industry have an ideal opportunity to beat out the competition by incorporating a digital marketing strategy that can blend seamlessly with the more traditional marketing methods currently used. The construction industry is on the precipice of untapped opportunities with everything to gain from the creative use of digital marketing.