3 Types of Digital Marketing Every Small Construction Business Should Do

To run a construction business today, owners need to do a lot more than make sure they’re in the yellow pages and place an ad in the local newspaper. It might be tempting to focus on the operations side, but if owners can use the right digital marketing avenues to establish a brand, then they are much more likely to stand out in a competitive market and attract new clients. 

A focused approach on three essential types of digital marketing can help to build trust and create a steady pipeline of work that, in turn, can lead to consistent growth. So, without any further ado, here are three types of digital marketing that every small construction business should do. 

Local SEO

SEO, or search engine optimisation, is all about optimising a business’s online presence so that its website ranks higher on search engine results. So you’re probably wondering, ‘What does the local part mean?’ Well, local SEO means that the business appears in the results when people nearby are searching. So when they search: ‘construction services near me’, your business would ideally be at the top of the results. 

It might be a bit overwhelming at first, but don’t fret – all you need to do to get started is set up a Google Business Profile. Make sure that you enter accurate contact details, business operating hours, and high-quality photos of the business and completed projects to showcase your best work. Encourage happy, well-served clients to leave reviews, as these will build trust and improve visibility in local search rankings. 

Naturally, your website is also really important. Try creating pages that are specific to the local areas that you operate in, optimised for high-volume keywords that people use, e.g. ‘plant hire Manchester”, rather than just “plant hire”. 

Aside from those two points, find online directories that are relevant to construction. If you manage to get enough backlinks from authoritative directories, it will help your ranking position increase over time. 

Social Media Marketing

Don’t roll your eyes, I’m not asking you to dance. Social media might sometimes seem a bit cringy, but it also offers owners a powerful way to showcase their best work and connect with potential clients.

You don’t need to reinvent the wheel when it comes to the kind of content you should post. Simple before-and-after videos, progress shoots, and informative videos about the equipment and machinery you use will be enough to entertain and impress potential clients on social media. 

Consistency is more important than volume. I’d recommend coming up with a content calendar that maps out when you post and what type of videos will be released. Posting three times a week should be enough; it’ll keep your business visible without spamming your following. 

Engaging with your followers will also help to build trust and your brand voice. Interact with users by answering questions and responding to comments beneath posts – this can help to convert followers into clients. 

Email Marketing

The ugly duckling of digital marketing, a lot of people out there wrongly perceive email marketing as spammy and ham-fisted, but it’s actually highly effective. For a construction business, it can be a great way of keeping clients warm once you’ve already worked with them, keeping them engaged and maintaining an active line of communication. This sort of marketing also enables companies to build long-term relationships and get repeat business. 

So, to get started, all you need to do is build an email list. Organise the contact details of previous clients and people who’ve filled out enquiry forms on the website. After that, all you need to do is make sure that you have permission to email them.

As far as email content goes, a simple newsletter is probably the best place to start. Share highlights from recent projects, DIY tips for homeowners, and important updates about your business as a whole.

Conclusion

Many construction projects are planned many months in advance, so a strong digital presence can ensure that your business is remembered when the wheels start to turn on the client side. If you correctly utilise these digital marketing methods, then you will likely have a well-rounded strategy that makes your business visible and trustworthy.