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ELEVATING MARKETING FOR SMALL & MIDSIZE CONSTRUCTION BUSINESSES

If there’s one thing that Sue from Elevate Construction Marketing understands, it’s that small and midsize construction businesses are the backbone of the global economy. With so many marketing channels and strategies available to small business owners, it can be overwhelming to figure out which ones are right for your company.

This article covers the most essential marketing tactics for SMBs (small and midsized businesses) that will help you build brand awareness, drive website traffic, acquire new customers, and increase sales. Don’t let the word ‘small’ fool you – marketing is important no matter how big or small your company is. Even if you have limited time, money, and resources as an SMB owner, there are many cost-effective ways to market your business effectively and efficiently.

Plan your marketing strategy from the get-go

If you want to make sure that your business has a successful future, you need to start planning your marketing strategy from the get-go and be ready to invest a little money on marketing. Many businesses fail because their owners never planned for marketing. Now, I’m not suggesting you go and max out the company credit card - because there are many different cost-effective ways you can spend money on marketing, but you’ll need to decide which ones are right for your business, including many nil-cost tools that you may be able to incorporate. Once you understand which marketing strategies to use, you can start putting your plan into action. It’s best to start as soon as possible, so you have plenty of time to adjust as needed. A marketing strategy doesn’t happen overnight – you’ll need to put some serious thought into it if you want it to be successful.

Establish a social media presence

Social media is a key part of any marketing strategy, but where should you start? What are the best social media channels for construction companies? Social media may be the best way to reach your customers, but if your customers aren’t on social media, it won’t help you grow your business. Do your research and ascertain where your customers are engaging and which social media platforms they prefer. What you post on social media will depend on which channels your customers are on; for example, LinkedIn is great for blog posts, written content, articles, and guides. Whereas TikTok is great for videos based on trending hashtags, dance videos, song imitations and dialogue re-enactments and light-hearted content.

Have a solid website

There are a few different elements that will help improve your construction website. First, you’ll want to make sure your site has a secure SSL certificate. Your website should also be unique and contain original content. You don’t want to be found out for plagiarism or copyright violation. You can check with ‘Copyscape’ or another similar website to make sure that your website doesn’t have any issues. Another important feature to include in your website is a Call-to-Action (CTA). A CTA is basically a prompt for your audience to take a certain action, like clicking a link or making a purchase.

Blog marketing

Blog marketing is one of the best ways to establish yourself as an expert in your industry. A blog allows you to regularly publish articles related to your product or service, your company, or industry news. Doing so gives your potential customers insight into your business and allows you to showcase your expertise in your field. When readers come across your blog posts online, they will become familiar with your brand. As your blog posts attract more visitors and build authority for your company, your website traffic is likely to increase. Blog marketing is a great way to connect with your customers. By regularly publishing articles on your site and via social media channels, you can create a dialogue with your audience. When readers leave comments on your blog posts, it will enable you to respond to them directly and build relationships with new and existing clientele.

When used effectively, you can harness marketing to grow your construction brand and deliver qualified leads

Video marketing

With the rise of online video, marketing with videos has become a lucrative and effective way for many businesses to attract new customers. In fact, statistics show that brands that create video content have an 89% higher chance of attracting new customers. Video for SMBs is effective as it creates a unique brand identity and creating video content allows you to visually showcase your brand, business, products, and service offerings. This can help you develop a unique identity compared to your competitors who don’t use video marketing. It’s additionally important to show your personality. Video marketing is a great way to show your company’s personality and humanize your brand. A video gives you the opportunity to connect with your audience on a more personal level and can help you develop stronger relationships. Video marketing is also a great way to establish yourself as an authority in your industry; by creating educational and informative videos, you can show potential customers that you know what you’re talking about and build credibility for your brand.

In summary

A construction marketing strategy may seem overwhelming, but it doesn’t need to be. With these tips, you’ll be able to succeed as an SMB by staying nimble, keeping your overheads low and being able to partner with other businesses which will create a consistent brand and help in becoming a trusted and recognised organisation. Marketing is an important part of any business strategy, whether you’re a small business or a large corporation.

Small businesses also have unique challenges when it comes to marketing. Fortunately, there are several different marketing strategies, like those listed, that you can use to reach your target audience and make sure your brand is heard.

From blogs, video marketing, social media and more, these tactics can help you make the most of your marketing efforts and reach more potential customers. If you would to discuss your own marketing initiatives, goals or objectives; please reach out to Sue at Elevate Construction Marketing.