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In the construction sector, many businesses have established their reputations and garnered new clients primarily through word of mouth, a testament to the industry’s reliance on building relationships and the efficacy of traditional methods. Today, however, we are in an era where traditional approaches must be harmonised with new digital strategies – where word-of-mouth needs to be augmented with online advertising.
Why? Simply because an ever-growing number of potential clients are searching for construction services using digital platforms. Statista reports that 4.66 billion people globally are active internet users as of October 2021, which is roughly 59% of the global population. The gist is clear – if your construction business is not capitalising on online advertising, you are missing out on potential opportunities.
But how do you make the leap from word-of-mouth marketing to harnessing the power of online advertising?
1. Understand your target audience: Knowing who you want to connect with is the first step in any successful advertising strategy. This goes beyond just knowing the demographics. You need to identify what motivates them, what they are looking for in a construction service, their pain points, and how your services can solve their problems.
2. Choose the right platform: Not all online platforms are created equal when it comes to advertising a construction business. You need to find out where your target audience spends most of their time online – is it Google? Facebook? Instagram? LinkedIn? Industry-specific websites or online forums? Your choice of platform will significantly affect the success of your advertising campaign.
3. Create compelling content: Online advertising requires more than just posting pictures of your work. It requires creating content that resonates with your target audience. This could be blogs about construction trends, social media posts showcasing your past projects, or informational videos about your services or the construction process itself. The aim here is to not only promote your business but also provide value to your potential clients.
4. SEO optimized website: Your website is the digital face of your business and, if optimized for search engines (SEO), it can be an extremely powerful tool to attract potential clients. Using relevant keywords in your content, having a user-friendly design, and providing easy navigation are just a few ways to make your website more appealing to both your audience and search engines.
5. Monitor and adjust: Online advertising is not a “set it and forget it” mode of operation. The digital landscape changes rapidly, so you need to track the success of your campaigns and adjust your strategies accordingly.
The convergence of traditional marketing methods with digital strategies promises potential growth in the construction industry. By augmenting traditional word-of-mouth referrals with online advertising, businesses can achieve greater visibility, leverage customer relationships, and gain a competitive edge.
In conclusion, keep in mind that online advertising does not replace the power of word-of-mouth but rather amplifies it. Leveraging these tools can help construction businesses achieve a wider reach and stay ahead of industry trends. Will you embrace the wave of online advertising in your strategy or risk being left behind in the dust? There’s never been a better time to go beyond word of mouth.
Case Study: How “Alliance Constructions” Increased Their Client Base Through Online Advertising
Alliance Constructions, a mid-sized construction company based in Florida, was doing well. Their traditional mode of securing business—through referrals and word of mouth—was effective but limiting in scope. Recognizing the opportunity that digital marketing presented, they wanted to expand their reach beyond their existing clienteles.
Alliance Constructions partnered with a digital marketing agency that analyzed their business model, target market, and agreed upon a comprehensive online advertising strategy. Here’s the four-step plan they developed:
Step 1: Website Optimization
First, they updated the company’s website along its SEO guidelines with relevant keywords such as “Construction Services Florida,” “Florida Commercial Construction,” etc. Site speed was improved and engaging content about their projects, customer testimonials, and the services they offered was populated to establish a robust online presence.
Step 2: Google Ads
They then created a series of Google Ad campaigns targeting specific demographics in Florida who were likely to require construction services. Advertisements were also created for specific higher value keywords which potential customers might use when looking for construction services.
Step 3: Social Media Ads
Recognizing that a significant portion of their target market was active on platforms like Facebook and Instagram, Alliance set up highly-specific ads targeting property developers, real estate agents, and individuals within their geographical service area.
Step 4: Content Marketing
To establish themselves as thought leaders in the construction industry, Alliance also started a blog series discussing topics like “Planning Your Commercial Construction Project” and “Tips for Choosing the Right Construction Company”.
The results were impressive: Alliance Constructions saw a 60% increase in website traffic within the first two months. Inquiries and phone calls to the office increased by 70% and they secured 25% more construction contracts within a six-month period compared to the previous year. Moreover, through cost per click (CPC) methodology and tracking technologies, they saw that their return on ad spend (ROAS) was well above their initial projections.
The success of Alliance Constructions’ online advertising efforts clearly emphasizes the importance of moving beyond solely relying on word-of-mouth referrals. It is clear that strategically leveraging digital channels can help construction businesses significantly broaden their client base and increase their market reach. This approach is not just for large corporations but can be adopted by small to mid-sized companies to achieve scalable growth.
“Ready to take your construction business to the next level? Don’t wait! Leverage the power of online advertising to outshine your competitors. Click here to get started now!”
“According to the Construction Marketing Association, over 97% of construction firms are now increasing their online advertising efforts. This is because 90% of consumers now go online to research and find local businesses and services, including construction services. Therefore, online advertising has become vital for the visibility, growth and success of construction companies in the competitive market.”
