Content marketing can be overwhelming and a new term for any business. That is especially true for offline industries like construction firms. Many Construction firms still rely on a traditional marketing approach rather than modernising their approach to online marketing.
Gone are the phone book days when the calls would roll in. Seeing is believing, and today the competition is more to stand out in the industry. Despite the challenges, having a robust digital marketing presence is essential.
Digital Marketing is the Online Word of Mouth!
The most surprising thing is that; many large contracting firms don’t have a content plan. This creates a way for your company to be smart and take advantage of this gap in the digital marketing space. You can rise above their competition by being more visible in the market.
Building an Online presence is the key to grabbing the digital space as your Clients are out there scrolling online, and this is the right way to capture their attention!
The key is to be ‘Consistent’. Commit to posting thoughtfully written web pages, articles, blogs, and social media posts. This can up your online game and broadcast information across several platforms.
However, posting a blog or social media update every once in a while is an utter waste of time. It just doesn’t work. And putting out low-quality content is not the way to go either. It can hurt your reputation.
The online world is continuously changing. And, for content marketing to work and get traction, it has to be both Consistent & High-Quality too.
This is the key to building trust. Not only that, the company voice, culture, and message need to remain constant as well.
What is a Successful Inbound Marketing Strategy for Contractors?
There are mainly four types of inbound marketing that work well for contractors.
- Website Content
- Blog Content
- Email Campaigns
- Social Media Posts
It’s called “inbound marketing” because the leads are reaching you. That is different from “outbound marketing” like cold calling. In the case of cold-calling, you are reaching out to the prospect.
Website Content
Website Content is the Most Critical Piece Of The Marketing Pie.
Your website content needs to be spectacular, yet easy to read. When a prospect visits your site, your website must grab their attention. Answer questions about your products and services. Visitors love seeking information, and you can easily build trust in this way.
Credibility is a huge selling factor for large construction firms. By highlighting your projects with well-written, high-resolution photography on your blog and through your social media and email marketing strategy, you can establish credibility.
Blog Content
The Best Blog Topics Solve Problems & Answer Questions
Once your website’s core content is written, it’s time to expand your marketing strategy. Blogging is the next important step. Not only do your visitors like fresh content but so does Google.
One of the best things to do daily is to write down any questions you receive from prospects. Then, write a blog on that topic so that other visitors gain from it.
For example, here is a frequently asked Contract question:
“Which clause to be followed in case of Variation in FIDIC?”
Doesn’t that sound like a perfect blog post? Well, it is. And once written, the blog post should completely answer the question.
Also, adding HD images is vital to any blog post. They are exciting and pull the reader’s eyes down the page to scroll more and make it interesting.
The number one key for effective email campaigns is list segmentation. This can make or break a campaign.
What is list segmentation? It’s simple. Say you are a home builder with a list of 1,000 email addresses.
– 500 email addresses are from people interested in a new home
– 500 email addresses are from past customers
You do not want to send the same email to the entire list of 1000 people. That list needs to be segmented at least once, possibly more. Once you have the list separated, then you can effectively communicate. Here is an example:
List #1: New home buyers love emails about the latest sustainable houses with chic interior design
List #2: Past customers. Can’t wait for the monthly newsletter with maintenance tips
The topics construction companies can write about vary from industry to industry.
How to get new Clients for your Construction Business?
Social Media
What Type of Social Media Posts Work for Construction Firms?
You will be happy to know the best content for a social media post is very similar to blog and email content. When you have a well-written blog post, it can be “repurposed” and turned into a social media post.
Put in catchy images and captions and drive your followers to your website and email subscribers.
One of the significant differences between blogging, email, and social media posts is the image.
Rather than posting a simple text update on Facebook, including an image gets more likes and shares. And, like other content marketing, consistency is key with social media too. You can post about your projects, products, before-after pictures, testimonials, client lists, and much more!
Conclusion
If you are still thinking, what can online content marketing provide?
If it’s done right, contractors can receive more organic traffic. Unlike Google AdWords or Facebook ads, content marketing provides steadier growth. You can gain more trust from visitors.
Creating a consistent content marketing program that is planned out is the key. Content marketing can get more leads for less money. And that happens once the organic traffic takes off. Think Word of Mouth in the Digital Space. Create it and grab the opportunity.
If you want to strategise your online presence, we at Build Market Lab are here to help you. We take your online journey to the next level.
Thinking of getting started? Book your 30 min free coaching session with Ms Bilna Sandeep.