Construction Marketing Ideas for High-Competition Markets
In major cities and other high-competition markets, construction companies often face challenges breaking through the clutter to ensure their services are noticed by potential clients. With numerous businesses vying for the same commercial and residential projects, setting your company apart becomes a must
In today’s digital age, relying solely on traditional marketing methods can leave massive business development opportunities on the table. To gain an edge, integrating effective digital marketing strategies is essential.
Today, we’re going to cover some ideas that construction companies in crowded markets can implement to cut through the noise. By the end, you should be able to confidently differentiate yourself from your competitors and become noticed as a leader in your local market.
Search Engine Optimization Strategies
At its core, SEO for construction companies is about understanding both your audience and search engine algorithms. One of the primary ways that both your ideal audience and major search engine algorithms understand what your website is about is through great content.
Google’s Helpful Content Update has made it clear that the search engine prefers content that is genuinely helpful to users rather than content that primarily promotes products or services. Of course, you can subtly point back to your business in your content to drive conversions, but the primary focus of the content needs to be providing true value to the user, regardless of whether they ultimately convert or not.
In crowded local markets, the technical health of your website is an important factor that can differentiate competing construction companies. Make sure that your site is lean, free of excessive code, loads quickly, and contains all of the necessary metadata for each page to inform search engines what your website is all about.
Since you are competing within a local market, don’t ignore your Google Business Profile (GBP) either. Beyond providing basic listing information, utilize every feature the platform has to offer. From posting content directly to your GBP to providing multiple contact methods for potential customers to reach you and responding to reviews, you have immense potential to stand out by showing you are a business that is responsive to its customers.
Beyond GBP, look at what other industry or market-specific directories your competitors are listed in. These provide valuable links back to your website. If you are not in these directories, make sure that you create these listings quickly.
Content & Video Marketing
Typically when you hear “content marketing,” blog posts are one of the first mediums that come to mind. However, content is so much more than that.
Go beyond blogging. Consider hosting webinars, where you can discuss complex construction projects, showcase your expertise, and engage in Q&A sessions with potential clients. Additionally, interactive content like quizzes or calculators (e.g., “What’s your ideal home design?”) can drive engagement and gather user data simultaneously.
Supplement any written content with incredible videos. Instead of standard project showcases, offer 360-degree video tours of ongoing projects. Drone footage can also provide aerial views of large construction sites, giving clients a unique perspective of your work’s scale and precision.
Through your content and videos that you create, take your customer directly onto a project with you. Let them see the quality of your work up close and first-hand. In the video, whether through voiceover or live audio, explain what you are doing through every step so that viewers can follow along with your processes and methodologies.
Social Media (Paid and Organic)
Beyond regular posts, leverage stories or live sessions to provide real-time updates on projects. Platforms like LinkedIn offer “Showcase Pages” — create these for niche services or specialized projects to target specific audience segments effectively. These are ideal for commercial real estate construction companies that want to reach commercial developers who are already active on platforms like LinkedIn.
For residential construction, consider leveraging platforms where the average customer interacts most. For example, you can create short, portrait-oriented videos that can be dispersed on your Facebook, Instagram, and TikTok accounts so that the highly visual audiences on these platforms can see your expertise and craftsmanship in their feeds.
For paid ads on social platforms, rather than generic ads, utilize carousel ads showcasing multiple projects or services. Geo-fencing is another advanced technique: target ads to specific locations, such as areas where you’ve recently completed projects or are about to start, keeping your brand top-of-mind.
Pay-Per-Click (PPC) Advertising
Pay-Per-Click (PPC) advertising extends far beyond the realm of mere search ads; it taps into the potential of display networks, an often underutilized avenue. By crafting visually arresting banner ads that highlight your construction projects, and strategically placing them on sites resonating with the construction industry, you harness a targeted outreach method.
Moreover, the power of remarketing cannot be understated. It’s not just about reaching users, but reaching them with precision. By tracking site interactions, you can tailor ad content to the specific interests of visitors. For example, someone who lingered on a commercial construction page would be re-engaged with ads spotlighting that exact service, ensuring relevancy and enhancing the probability of conversion.
Moving away from one-size-fits-all newsletters is the first step towards elevating your email marketing strategy. Adopting a segmented approach allows you to categorize your subscribers into distinct groups, such as potential clients, existing clients, and industry peers, ensuring that the content resonates with each audience.
Tailoring your content is not merely about relevance, but also about fostering a sense of personalization and value. For example, for potential clients, emails can be crafted to introduce your portfolio and services, while communications to existing clients could focus on updates, loyalty programs, or exclusive offers.
Embracing automation in email marketing also transforms how you interact with your audience. By setting up triggered emails, you can respond to user actions such as downloading an eBook or inquiring about a service in real-time. This approach ensures timely and personalized engagement, cultivating a sense of immediacy and attentiveness.
Furthermore, automation allows for the tracking of user interactions, providing valuable insights into behavioral patterns and enabling further refinement of your strategy. By leveraging these insights, you can continually optimize your communication, ensuring that your emails are not just seen, but truly resonate with the recipient, fostering lasting relationships and driving business growth.
Transform Your Construction Marketing Strategy Today
At Jacob Tyler, our agency brings difference-making solutions to construction businesses looking to make real strides in their local markets. You have a unique value that your competitors cannot match, and we’ll help you showcase that to its fullest potential.