Navigating the world of online advertising can seem like a construction project of its own, especially if you’re in the building industry. But don’t fret; the experts at Signal are here to guide you through the labyrinth. We’ve been working with home builders and construction companies in the online space for years. This comprehensive guide will break down effective strategies for how to advertise a construction company online and show you how Signal can help elevate your brand to skyscraper heights.
Online Advertising for Construction Companies
The construction industry might seem like a “brick and mortar” business in the literal sense, but the power of online marketing for builders should not be underestimated. Clients and contractors alike prefer to see a professional presence and extensive portfolio of work online before doing business with a builder. In today’s digital age, your online presence can be a game-changer for attracting new clients and staying competitive.
Why Your Construction Company Needs a Strong Online Presence
Imagine this scenario: Someone needs to build a new home and turns to Google to find local construction companies. If your company isn’t visible online, you’ve already lost a potential client. They’ll go with one of the many competitors that come up at the top of their search. An online presence boosts your credibility, allows you to reach a broader audience, and provides a platform for showcasing your work.
Building a Robust Website
Your website is like the foundation of your construction project. It has to be strong, functional, and visually appealing, otherwise everything you build on top of it (marketing, ad campaigns, and media) will suffer. Features to include on your construction company website:
- Portfolio of past projects
- Client testimonials
- Service offerings
- Your approach and how it works
- Contact information
- A blog or resources section to showcase your industry expertise and thought leadership
Example: The home page could showcase a time-lapse video of a recent construction project, highlighting your efficiency and quality of work.
Remember, your website is your foundation and the primary face of your company on every user’s screen. Make sure it fully represents your company, your vision, and your capabilities.
The Power of SEO
Search is as fundamental to a website as the code that loads in your browser. SEO (Search Engine Optimization) helps you rank that beautiful website higher on the page in search engines like Google. A successful SEO strategy includes the following core components:
- Keyword research
- On-page SEO (meta descriptions, title tags, content)
- Off-page SEO (backlinks from other websites, social media signals)
Example: If you specialize in green building methods, make sure to include keywords like “sustainable construction company” throughout your website content. This helps the search engine categorize and rank you in relevance to this topic.
You marketing team should be constantly researching search terms, analyzing traffic patterns, and publishing new content to your website that demonstrates expertise in these areas.
Leveraging Social Media Platforms
Social Media is the pulse of the Internet. Platforms like Instagram, LinkedIn, and Facebook are ideal for showcasing your projects and connecting with both potential clients and other businesses. A construction company’s social profiles should contain exciting news and project updates, thought leadership and commentary, and personable human moments that showcase your team, clients, and the people around your organization.
Example: Use Instagram to post before-and-after photos of your projects, or LinkedIn to publish articles on industry trends.
Whatever you do, don’t neglect your social media presence because that’s your best means of engaging with the people doing business with you, and it becomes a timeline of great moments along your company’s path.
Paid Advertising: Google Ads & Facebook Ads
While organic content on social media and good SEO is enough to establish a strong brand presence online, running paid campaigns can give you a quick boost in visibility. The old school advertising models of TV spots and magazine spreads still hold a glamour of prestige but the hard truth is that they just don’t perform like they used to. Today’s media consumer is pulling their info and opinions from their mobile device, not print. Online advertising is the way to go for attention and actionable traffic, and the two platforms currently reigning supreme are Google and Facebook.
Example: A Google Ads campaign targeting keywords such as “construction company in [your city]” or “best home builders near me” will bring users who are actively in search of a builder directly to your website. Likewise, a Facebook ad targeting users in the market for a home cuts through the rest of the unqualified market and gets right in front of your target buyer.
Content Marketing: Blogs, Videos, and More
Any seasoned business knows that to succeed in the crowded online attention space is to create value-added content that showcases your expertise and provides helpful information to your audience. People will watch and share what interests them and provides them value. So build content with your concrete.
Example: A blog post explaining the benefits of energy-efficient construction materials, or a YouTube video demonstrating your latest construction technology.
Email Marketing: Keeping Clients in the Loop
While your Facebook fanbase belongs to Facebook and your search rankings are subject to the whims of Google, a list of email addresses is yours forever. Build a mailing list to keep past, present, and potential clients updated with newsletters and special offers. It’s still one of the best means of connecting directly with your own captive audience group.
Example: A monthly newsletter detailing current projects and any awards or recognitions your company has received.
Emails are easy to forward if someone knows that a friend or colleague is looking at builders and your newsletter happens to hit their inbox.
Why Choose Signal?
Navigating the world of online marketing can be a daunting task. That’s where Signal comes in. Our experts know firsthand how to advertise a construction company online. We specialize in constructing your online presence brick by brick, maximizing your ROI, and ensuring that your construction company stands tall online.
Let’s get building!
Trust Signal as your dedicated partner in laying the groundwork for your construction company’s online advertising success.