Internet Marketing for Construction Companies – A Practical Guide

But wait a minute – what is that, advertising and marketing for a construction company? They don’t have to use such activities because their main source of acquiring clients is referrals. There’s always someone who knows someone or has heard of someone who did something somewhere. This company worked there, and this one here, and they did a great job at my brother-in-law’s. Sound familiar?

Probably yes. And it's hard to argue with the fact that word-of-mouth marketing is still going strong in the construction industry. There's no better way to convince someone to use a service than with a direct report from a source you trust. 

However, something has changed over the years. While in the past, the path of a company wanting to win an order led directly through a recommendation from one client to another, some time ago, a new element appeared on it, slightly extending it. 

Let's imagine a situation in which someone gives us a specific name of a specialist or a company name. Hands up who, after receiving such data, digs through the internet, including social media, looking for any information about the recommended service provider. Who verifies the opinion received there and who would also like to check the ratings given by a larger group of people, applying the principle of limited trust to the source of the recommendation. 

In our mind's eye, we see lots of raised hands. 

Construction Marketing and Its Enormous Power

It is the internet that stands in the way between a current and potential customer in the context of choosing a construction service. We can say that their conversation with each other is really the first moment of contact between a person and a brand. And although it is important, it is the next stage of independent research that plays a much greater role. Very often, this is where the decision to cooperate with a given company is made, or at least to narrow down the group of companies being considered.

For the customer, the internet has become the main source of searching for companies, gaining knowledge about them, educating themselves about the services they offer, and reading opinions. The construction industry has no choice but to use the online sphere as much as possible to:

• professionally present your company and offer, stand out from the competition and build a strong market position,
• effectively educate potential clients and build an expert image,
• gain trust and authority,
• increase the number of quote requests,
• attract new customers and encourage existing ones to return in the future,
• use the potential of the local market,
• build long-term relationships with customers. 

Internet marketing is not only a strictly promotional tool, but also a key element in building brand identity and shaping relationships with customers. In a world where purchasing decisions are increasingly made as a result of independent search for information, a company's presence in the online space takes on strategic importance. And to achieve such goals, specific tools and conscious actions are necessary. 

Pillars of Effective Online Marketing in the Construction Industry

Contrary to appearances, effective online marketing in the construction industry does not require large financial outlays, countless tools, or large-scale activities. In the case of such activities, it is most effective to turn to several standard strategies, proving how important a role they play in this industry. 

Website

It seems obvious, right? And yet many companies still forget how important such a business card is in the digital world. After all, it is the first place that people potentially interested in a brand or service will see after entering a phrase in a search engine, or after clicking on an ad (a website is a great idea for a landing page). And this place determines what this group of people will do next. That is why it is necessary to take care of the company website, because as they say - after all, the first impression is made only once. 

So what should a good website include?

• Offer – a detailed and clear description of the services provided, including the scope of work, location of operation and possible cooperation options.
• Portfolio / Projects – photos and descriptions of completed projects that demonstrate the quality of work and build credibility.
• Customer reviews – a section with reviews and testimonials that increase trust in the company.
• About us – information about the company, its history, mission, values and team.
• Contact – easy to find contact form, phone number, email, company location (with Google map).
• Blog / News – advisory articles, construction trends, case studies – content that positions the company as an expert.
• FAQ (Frequently Asked Questions) – a section that dispels customers' doubts and makes it easier to make a decision.
• Certificates and awards – if the company has any awards, licenses or industry certificates, it is worth including them to emphasize professionalism.
• Social media integration – links to Facebook, Instagram, LinkedIn and YouTube profiles to increase customer engagement.

It is worth thinking of a website as a sales tool – if you invest in professional design, intuitive navigation, responsiveness and search engine optimization, you will not only reach more customers, but also encourage them to stay longer and discover the brand.

Social media

Such a user, who is interested in the company and is redirected from the website, may end up on one of the social media channels. In the construction industry, where the effects of work can be presented visually, social media is an invaluable means of communication.

In order for social media marketing to bring real benefits to your business, it is worth focusing on a few key aspects:

• Publishing photos and videos from the implementation, as well as from behind the scenes of the work carried out – high-quality materials presenting completed projects, work progress or construction techniques not only demonstrate the company's competences, but also build customer trust.
• Educational and advisory content – posts in which the company shares knowledge, e.g. “How to prepare for a renovation?”, “What building materials to choose?”, “What to look for when choosing a construction team?”, help build the image of an expert and engage users.
• Live reports and broadcasts – short videos from the construction site, technology presentations or Q&A sessions allow you to build a closer relationship with your audience and stand out from the competition.
• Customer reviews and references – sharing positive reviews and stories of satisfied customers increases credibility and makes it easier to make a decision about cooperation.
• Interacting with users – responding quickly to comments and private messages shows professionalism and increases your chances of acquiring customers.

In addition to the above-mentioned activities, another aspect of social media deserves attention, namely paid advertising campaigns on Facebook and Instagram, which allow you to precisely reach people interested in construction services. One of the most effective are the so-called lead campaigns.

Lead campaigns

Their goal is to acquire contacts (leads) to potential customers interested in a specific service or product. Lead campaigns are often based on contact forms that users fill out directly in the ad (e.g. on Facebook) or after clicking on a link redirecting to a target page. The simpler and faster the process, the greater the chance of obtaining valuable data, such as: name, surname, phone number or e-mail address.

Thanks B2B lead campaigns in the construction industry, companies can effectively reach companies looking for subcontractors, material suppliers or specialists in various fields of construction. Precise ad targeting is key here, allowing you to focus on a specific group of recipients - for example, owners of development companies, investors or property managers.

For your campaign to be effective, there are a few key elements to consider:

• Advertisements must reach the right target groups. Tools such as Google Ads or Facebook Ads allow you to precisely determine location, interests, or demographics, which increases the chances of reaching people who actually need construction services.
• The ad must contain an offer that will convince the user to leave their contact details. This could be, for example, a free quote, consultation, construction audit, or a special promotion. It is crucial that the offer is attractive and clearly defined.
• An effective call-to-action (CTA), or a button in an ad (e.g., “Get a free quote” or “Contact us”) should be clear and encourage users to take action. It is precisely a properly selected CTA that can significantly increase the conversion of an ad into valuable leads.
• Lead campaigns require ongoing monitoring and optimization. Collecting data on ad effectiveness (e.g. which offers attract the most leads) allows for better matching of campaigns to market needs. Thanks to this, it is possible to increase the effectiveness of actions and achieve better results.

Effective lead generation campaigns in the construction industry they not only generate requests for quotes, but also effectively build a database of potential customers with whom companies can later establish long-term cooperation, which in the long run translates into higher profits and a stronger position on the construction market.