If you’re in the construction industry and looking for ways to market your business effectively, you’re not alone. I’m currently working with two construction companies, helping them market their services, and the results have been amazing. In this article, I’ll walk you through the strategies we’re using, share insights into common marketing advice for construction businesses, and provide my perspective on what works and what doesn’t.
The Basics: What You’re Likely Already Doing
When it comes to marketing your construction business, you’ve probably already encountered some basic advice. Most of this is well-known, but it’s essential to highlight it nonetheless.
- Create a Professional Website: A website is a must. It’s the cornerstone of your online presence. While it’s expected, it’s important to note that your website should not just look good but also provide useful information for potential clients.
- Create Engaging Content: The advice to create blogs or videos is common, but the execution often falls short. It’s not enough to just post content; you need to craft content that answers your potential clients’ questions, attracts traffic, and establishes your authority in the industry. The right type of content is crucial for nurturing leads and converting them into customers.
- Set Up Google My Business and Social Media Profiles: Simply setting up profiles on Google My Business (GMB), Facebook, and LinkedIn isn’t enough. Each platform requires a tailored strategy. For instance, posting on LinkedIn doesn’t have the same impact as on Facebook. Know your platforms and the audience you’re targeting.
- Leverage Customer Reviews and Referrals: Customer reviews are critical in the construction industry. Local review sites can boost your credibility and attract new customers. Similarly, incentivising referrals is a simple but powerful strategy to generate leads.
- Network Through Industry Associations: Joining industry associations can open doors to valuable connections, but just joining isn’t enough. Active networking at events will help you meet potential collaborators and customers.
Moving Beyond Generic Advice: What Actually Works?
While general advice can be helpful, you need to dig deeper and implement specific strategies to stand out. Here are a few ways to go beyond the basics:
- Video Marketing: Video content is incredibly powerful in the construction industry. It can highlight your expertise, demonstrate your work, and answer the questions potential clients are searching for. If you create videos that address common problems or questions, you’ll attract a much larger audience than just posting generic content.
- Strategic Local Partnerships: Build relationships with other local businesses in related industries. For example, partner with architects, suppliers, or other construction firms. These partnerships can generate referrals and expand your reach.
- Email Marketing: Email marketing is a great tool for staying in touch with past clients and keeping them updated on your services. It’s a simple yet effective way to remain top of mind, encouraging repeat business and referrals.
- Community Involvement: Engage with your local community. Whether it’s sponsoring local events or participating in charity work, community involvement boosts your visibility and builds trust with your audience.
- Tracking and Analytics: Use tools to track where your leads are coming from and how your marketing strategies are performing. This helps you understand what’s working and where to focus your resources for maximum ROI.
The Power of YouTube: How to Rank Your Business on Top
One of the most underutilized marketing strategies for construction businesses is YouTube SEO. Many potential clients search for answers to questions like “How to manage a construction project?” or “What’s the role of a superintendent in construction?” And this is where you can shine.
If you create content that answers these specific questions, you’ll show up at the top of search results. Here’s the strategy we used with one of my clients, Jason Schroeder. We researched common industry questions and created video content answering them. The result? Jason’s videos are ranking in the top spots on YouTube for multiple related searches.
The YouTube SEO Leaf Strategy: A Case Study
Jason’s success didn’t come from generic advice; it came from a specific, tactical approach. We used the Leaf Strategy for YouTube SEO, which involves targeting long-tail keywords—questions that your potential customers are already searching for. By answering these questions in your videos, you position yourself as an expert and increase your chances of ranking at the top.
I go into more detail on this in another episode, so make sure to check out my YouTube SEO Leaf Strategy tutorial to learn how you can replicate this success for your business.
Conclusion: Marketing Your Construction Business the Right Way
The truth is, most construction marketing advice is vague. But by understanding the stages of marketing and applying specific, tactical strategies, you can set your business up for long-term success. Whether you’re leveraging video content, building strategic partnerships, or using SEO techniques to rank on YouTube, the key is to approach your marketing with intent and focus. By staying ahead of the competition with these strategies, you can transform your construction business into a sought-after brand in your industry.
Let’s take the guesswork out of your marketing. Dive into these strategies, implement them, and watch your business grow. If you need further help, check out the YouTube SEO Leaf Strategy episode for a deeper dive into getting your construction business to the top.
