6 marketing strategies for construction companies to consider

Stepping up your marketing can help your construction business become more resistant to turbulent periods. It can also set you up for success in the future, positioning you to pursue new opportunities or establish diverse revenue streams. 

Finding the right marketing strategy for construction companies can be challenging. Often, the tips you see online can feel like they don’t apply to your business. This can make it feel harder to find new clients, especially during slow periods. 

If you’re not sure where to get started marketing your construction business, we’ve got. Below, we outline six steps you can take to strengthen relationships with clients, stand out among competitors, and acquire new customers.

1. Maintain your website

Having a website for your business is non-negotiable. It’s one of the best ways to establish trust and make your business look legitimate. It also acts as a digital business card and portfolio—your website should have everything a client needs to know to start doing business with you.

When setting up your website, consider including the following:

• Services page – Outline the services you provide and any specializations. From here, you can link to other pages that highlight your services where customers can find more details.
• About page – Highlight what makes your company unique and what you stand for. This is where you can tell a great personal story.
• Portfolio page – Showcase past projects to build trust with prospective customers. This is a great opportunity to share any high quality photos or videos of your work.
• Client testimonials – Make testimonials stand out throughout your website. Place them on your main page. You can also create an individual testimonial page that’s easy to update as more happy customers leave reviews.
• Contact info – Make sure your contact information is correct and easy to find on your website. Include it in a navigation bar and at the bottom of each page.

These days, setting up a website is easier than ever. As you create or update your website, be sure to make it easy to navigate and visually appealing. 

Bluevine extra tip ✓

Many people search for businesses on their phones. For the best customer experience, make sure your website works across desktop, tablet, and mobile devices.

How to use content marketing to improve SEO

While creating your website, keep your SEO strategy in mind. Improving your SEO increases your visibility online, meaning more customers can find your website. Look into resources such as Ahrefs and Semrush, which can help you find common keywords people use to search for construction services. Include these keywords in the headlines and body of your website. They can also help you come up with topics to write about in a blog for an additional boost of visibility. If you decide to write blogs to improve SEO, make sure they sound natural, engaging, and educational.  

Sound overwhelming? That’s okay. If you aren’t sure where to start, check out what your competitors are doing. That should point you in a good direction. 

2. Establish a social media presence

Social media is a great marketing tool. Often, prospective customers will check out your social media to get a feel for your business. Construction work is inherently visual—a great bonus for running social media accounts. Share before-and-after photos, pictures of your work, videos, and progress of ongoing projects. To make the most out of social media, use the platforms where your customers already spend their time. Instagram and Facebook may be more useful to you than TikTok, LinkedIn, and Pinterest—or the other way around.

Also, don’t forget to claim your business profile on Google Business. Claiming your business lets you control the information Google shares, such as your location, contact info, and website and social media links.

3. Use paid search advertising

If you have the budget, think about using paid search to make your website appear at the top of search results. Paid search operates on a pay-per-click (PPC) model. PPC can be a good option for small businesses because you only pay a fee for quality leads—meaning you’re only charged when someone actually clicks on your ad.

When advertising with paid search, you have to bid against other companies on keyword searches. To get the best results, choose keywords your customers use to look for your services and research keywords that other companies may not be bidding on. 

4. Feature client testimonials and reviews

Glowing customer reviews and testimonials are gold. Using them as a part of your marketing strategy can build trust and act as social proof for prospects. You can also use testimonials on all your marketing channels—in paid ads, on social media, and across your website. 

You should always encourage happy customers to leave reviews on sites like Google, Yelp, and Trustpilot. Take the time to respond to reviews as well. This helps strengthen your credibility, shows you care, and can differentiate your business from competitors. 

5. Implement account-based marketing

Account-based marketing (ABM) is a hyper-targeted strategy that aims to personalize marketing assets to specific customers. Often, ABM involves nurturing your current customers so they return for other services or choose your higher-cost offering. When setting up an ABM strategy, focus on your highest-quality customers—both current and prospective—and tailor their marketing experience to suit them specifically. By giving customers a top-notch, true-to-them experience, ABM can help increase customer retention. 

6. Create a referral program

Have a happy customer who left you a glowing review on Trustpilot? That’s great! To turn happy customers into assets for your business, be sure to set up a referral program. Customers who are happy are often willing to tell others about your business. By offering discounts or other bonuses for referrals, you increase the likelihood that previous customers will return for more services and bring new customers with them. It’s also a great way to thank them for their continued loyalty to your business.

What can better marketing do for your construction business?

Boosting marketing can help your construction business thrive, allowing you to:

• Build your brand, putting it top of mind for potential customers 
• Attract new clients and projects, so you can expand into other opportunities and open new revenue streams
• Develop deeper relationships with customers, fostering trust, improving customer satisfaction, and getting referrals 
• Improve customer retention and loyalty, so customers are more likely to use your service again
• Strengthen your position and visibility in the market, creating opportunities for strategic partnerships with vendors

Marketing your construction business may be intimidating, but it doesn’t have to be overwhelming. Take these tips and do what is best for your business, keeping in mind how much time and resources you’re able to commit. With the right strategy, you’ll be able to build your brand, attract and retain customers, and sustainably grow your business.