Technology rolls forward. The best construction company website five years ago probably now is not performing to your level of expectations.
Since the word, “best,” is ambiguous, let’s definite it relating to a construction company website.
WHERE ARE YOU GOING?
Most construction companies have some interest in construction marketing SEO because they see it as a way to close new sales.
As you know, leads can come in from a multitude of sources including:
- Current customers
- Paid advertising
- Trade shows
- Social Media
But what if you want to intentionally attract leads?
Own the Internet
What if every time someone Googled anything relating to you niche construction market, your company’s search results showed up on top of the Google page?
How much would that be worth to you? What’s the value of one good sale?
There are many ways to get leads through construction marketing. Here are a few:
- Referrals: Excellent, because customers whom you delight are your best promoters.
- Networking: The relationships you develop within professional organizations can be a great source of leads.
- Traditional marketing: Printed brochures, rack cards, ads in key publications, radio and T.V. spots all form the backbone of traditional marketing.
- Recurring sales: A certain percentage of growth should come from your current customer base.
Using Digital Marketing to Acquire Leads
This is the construction marketing realm where you can measure everything. Much of the good metrics that have been compiled now indicate a huge percentage (almost everybody) begins his or her buyers’ journey using the Internet.
All good construction marketing strategies center on a balanced, full-funnel plan of action. However, the grand majority of marketing plans are imbalanced: They focus heavily on one aspect of marketing while completely ignoring others.
If you’re a marketer, or are responsible for business development, or are a company owner doing construction marketing, you shouldn’t have to know buzz words to crush your marketing goals.
But since the world of digital marketing can be enormously confusing, being well versed with a few important buzz words can help. They can help especially if you’re trying to screen potential agencies.
Are you thinking of doing a redesign of your construction website?
In website design, there are two—and only two—current design trends: UX Design and Content Rich Design. These two compete for attention just as the proverbial Chevy vs. Ford debates did you’ve heard since you were a kid.
I recently attended Boston’s Inbound 2016 marketing conference along with about 15,000 other marketing and sales professionals. There, I heard David Baker from ReCourses hammer away about not being able to guarantee marketing results. Who says stuff like that? ReCourses is a very successful agency. Why? Because they are transparent.
If someone offered you a totally free car and said, "all you have to do is buy insurance, get it registered, and pay for gas," would you accept the car?
The problem is, cars are not free—but, by contrast, many website platforms are. WordPress, for example is free. You can download it here—for free.
Many themes are free too. You’ll also need a theme because a theme houses the design. Here are some official free WordPress themes for construction marketing. (BTW: "Free" means you pay nothing.)
My company, Cohort Marketing, is at the leading edge of a new trend that blows the old pricing and delivery model out of the water. Our Agile marketing model with story point pricing takes all the mystery out of project delivery and puts you in the driver's seat.
Construction marketing SEO occupies two realms: On-page SEO and off-page SEO. The tactics you execute between these two kinds of SEO very greatly. SEO, of course, is one of the key elements of inbound marketing for construction companies that will attract visitors and lead to more closed deals through the content on your website.
On-page SEO: Is everything you are in control of—we’re going to look at these things in a moment.
Off-page SEO: Is everything you are not in control of—such as how much people like or dislike your website, links that people post on their social media accounts, and who is talking about your company it on other blog articles.
The strategic path I most often recommend for construction marketing SEO involves three first steps. While each of the following steps would be customized for your company, the overall game plan is to use your website as a marketing tool to grow your business.
I’ve been asked a lot about the importance of using keywords for construction marketing SEO. I’ve been stressing that you should use them in every aspect of your digital marketing.
Many construction companies are moving from traditional marketing to Inbound. With Inbound, there are some seemingly small elements that are easy to overlook, but still carry weight for marketing.
Construction marketing comes in one of two distinct sets of tactics: Outbound vs. Inbound, or traditional vs. digital.
If you’ve one of the many construction companies who have all but quit doing traditional marketing, then congratulations are in order. You’ve learned something: those old tactics don’t work.
Digital marketing for construction companies is currently the fastest growing construction marketing trend causing more than 80% of construction companies to consider digital, or “inbound” marketing to help grow their businesses.
Digital marketing utilizes the Internet—and all facets of the Internet, rather than traditional marketing tactics such as print or radio advertising.
Why is digital marketing for construction companies such a hot trend? Because buyers’ habits have changed. Today, you’ll fail if all you’re doing is pushing out your branding or advertising at potential customers. You must find ways to attract them to your company instead.