Want more eyes on your construction brand? There’s only one king of the game: CONTENT! Let’s say that three more times: Content! Content! Content!
Content marketing for construction not only increases your online presence and gets you more leads but can also build client trust, which means long-term loyal customers. It’s not uncommon to put out a blog post today and get leads now, and 3 years later.
Before we get into the strategies for creating magnetic content, let’s see why this form of marketing—blog posts, your social media accounts, videos, infographics, etc.—is important for your business.
Why Content Marketing Is Important for Construction Businesses
Here’s a fact: 81% of consumers research local companies online before making a decision. That includes searching for a local remodeler or construction company to redo their kitchen or bathroom.
This shift in consumer behavior highlights the importance of content marketing to connect with the target audience in a fast-paced market. By addressing audience needs and providing relevant content, construction companies can attract new clients and build long-term relationships.
Plus content marketing allows construction businesses to show off their expertise and build client trust. Video content, for example, can boost conversion rates by visually showing your construction process and completed projects, and building client trust and understanding at the same time.
But, you may be asking, “Isn’t all this content creation a lot of work?” Unfortunately, the answer is yes. Creating quality content does take time and sustained effort, but the keyword here is sustained. Even if you only have a few hours a month to devote to content marketing, if you commit and keep at it over the long term, you are very likely to see results.
Building a Content Marketing Strategy
A well-planned content marketing strategy is the foundation of digital marketing for construction companies. It includes:
- Knowing your target audience
- Doing keyword research
- Creating content that resonates with potential clients
- Publishing content consistently to engage with your audience and build loyalty
- Using different formats to cater to different audience preferences and interaction
Promoting content across multiple platforms, including social media and email marketing, is key to a comprehensive content strategy too. Knowing where your target audience spends most of their time online can help you promote content and maximize reach.
Let’s get into the details of building a content marketing strategy. Knowing the needs and pain points of your target audience is the foundation of any marketing plan in the construction industry. To start, create detailed customer profiles that represent your target audience. These profiles should include demographic information, pain points, and motivations so you can create content that addresses specific client needs and desires.
Construction companies often have multiple target audiences based on the type of work they do. Commercial construction clients and residential clients have different needs, for instance. Tailoring content to these differences will increase engagement and effectiveness.
Keyword Research
SEMrush’s Keyword overview tool for keyword research
Keyword research is a key component of any construction content marketing strategy. Knowing what your potential clients are searching for in search engines helps you create content that attracts relevant leads and increases visibility. Keywords play a big role in how Google and other search engines display website pages in search results so they’re essential for a strong online presence.
Including relevant keywords in the written copy, titles, headings, meta descriptions and alt text enhances on-page SEO so the content ranks well and resonates with your target audience.
Effective keyword research and implementation can greatly increase the reach and impact of your content marketing.
Creating Valuable Content
Creating valuable content is at the heart of any successful content marketing strategy. High quality images and detailed project showcases can increase engagement with potential clients. These showcases should include not only images but also videos and testimonials that focus on the value delivered to the client. This content helps build credibility and gives potential clients a clear understanding of what it’s like to work with your company.
Your messaging should be designed to drive target audience engagement. Providing clear answers to common questions and concerns helps build trust and positions your company as an authority in the construction industry. Educational content formats such as blog articles, downloadable guides, video tutorials, FAQs and podcasts can provide valuable insights and address the informational needs of potential clients.
Answering basic questions with top-funnel quality content attracts a broader audience and guides them through the customer journey. Consistently delivering high quality, valuable content helps you increase your online presence and build strong, long term relationships.
SEO for Your Construction Company Website
SEO is a powerful tool to increase the visibility of your construction company website. The main goals of SEO for construction companies are to understand potential leads’ search behavior and create content that’s easy to search. Having a mobile-friendly website is especially important for small construction firms with limited budget as it improves user experience and search engine rankings. SEO is both on-page and off-page. This includes keyword research and making sure the content addresses the audience. Updated blogs and fresh content are loved by search engines and increase visibility for construction companies.
Effective SEO brings in more organic traffic and increases a construction firm’s online presence.
On-Page SEO Tips
On-page SEO refers to the written and visual content of a website which directly affects its performance in search engines. Optimizing titles and meta descriptions is crucial in getting clicks from search engine results. Good meta descriptions can increase click-through rates and overall visibility in search engine results.
A mobile-friendly construction website is also important for good user experience and search engine rankings. The performance and load times of your site can also influence its ranking potential. Enter your site’s URL into Google’s PageSpeed tester, and if your performance score is not in the green, you are likely losing traffic to competitors’ who have more performant sites.
Focusing on these on-page SEO tips can increase website traffic and overall online presence for construction companies.
Off-Page SEO Strategies
Off-page SEO strategies are important in improving a website’s search engine visibility and getting more organic traffic. Building high quality backlinks from authoritative sources signals trust to search engines and increases your site’s credibility and rankings. Backlinks establish brand authority and increase search rankings.
Implementing effective off-page SEO strategies, like backlink building, ultimately leads to higher rankings on search engine results pages. Focusing on both on-page and off-page SEO helps construction companies have a strong online presence and get valuable leads.
Using Different Content Formats
Using different content formats is important to engage different segments of your target audience. Marketing goals, resources, and target audience should guide the choice of media. Different media formats used in construction marketing include videos, infographics, blog posts, white papers, content offers (like pricing guides), Instagram stories, and podcasts.
Choosing the right media is crucial to engage with potential clients and maximize the impact of your content marketing.
Blogging for Construction Companies
Compelling Homes Blog Page
Blogging is a powerful construction marketing strategy. With 77% of people reading blogs online, there’s a lot of engagement with potential customers for construction companies. Informative blog posts that answer common industry questions can establish authority and build trust with potential clients.
I recommend that construction companies start a blog if they want to be found online. Providing valuable insights and updating the blog regularly increases a construction firm’s online presence and gets more clients.
Video Content
Video content increases engagement and can showcase construction projects and services. More than 82% of consumer internet traffic is video nowadays. So it’s important to include video in your content marketing strategy. Using video to show construction projects allows potential clients to see the work and understand the services offered. Including video content in your marketing strategy can increase customer trust and client engagement.
Promote Your Content Across Multiple Platforms
Promoting content across various platforms is key to maximize its reach and impact. Use marketing platforms like ProjectMark to increase the effectiveness of content marketing for your construction firm. A multi-platform content creation and promotion strategy helps build brand awareness and customer engagement.
Consider using platforms specific to the construction industry to target your audience better. Promote your content across multiple marketing channels so it reaches a wider audience and has more impact.
Social Media Marketing
Social media marketing is important for construction companies to increase engagement and brand visibility. Platforms like Hootsuite allow you to manage and analyze your social media presence. Engaging content is key to attracting and retaining your audience on these social media platforms.
Video content, for instance, has increased the time visitors spend on websites, making it a key component of social media and construction marketing efforts. Effective use of social media allows construction companies to have a strong online presence and connect with their target audience.
Email Marketing
A newsletter preview from Upscale Remodeling
Email marketing is a powerful tool to nurture leads and maintain customer relationships in the construction industry. Email marketing campaigns can give you an impressive return on investment, often generating multiple times the amount spent. Following up on past customers enhances their experience, boosts profitability and creates upselling opportunities.
A follow-up email aims to re-ignite the conversation. It’s also meant to get a response.
Effective email marketing can maintain a strong online presence and drive continuous engagement for construction companies.
Measure and Adjust
Monitor content performance through analytics to refine your marketing strategy. Regularly check key performance indicators like website traffic, engagement levels, and conversion rates to gauge the effectiveness of your marketing efforts. Identify what’s working and focus more on that and phase out what’s not. Use analytics to find out what content types work best with your audience and adjust accordingly. Iterating on content based on audience feedback and metrics increases engagement and effectiveness.
Having a consistent review process helps refine content marketing strategies to match business goals and consumer behavior.
Outsource to a marketing agency that specializes in the construction industry
Doing content marketing in-house is great, but outsourcing to a professional agency can get even better results. Agencies have the tools, network and domain expertise to get the best content marketing results. Agencies like Electromagnetic Web specialize in planning and implementing a content creation strategy for you, so blogs, emails, posts and more go out regularly to your audience.
We’ve turned content into high impact, conversion driving client magnets for construction companies. Let us do the same for you. Feel free to get in touch if we can answer any questions or be of service.