Strategies to Boost Awareness and Sales for Your Construction Brand

Marketing yourself in such a busy and competitive industry as construction is no easy feat.

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You know the kind of stellar work your team is capable of, but how do you effectively showcase to your potential clients that your brand is the ultimate solution for all of their construction needs?

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Well, we find that building the right marketing plan is the perfect place to start.

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With the right strategies and marketing tricks up your sleeve, your brand will be better equipped to reach your target audience, build up brand awareness, and generate the high-quality leads that will help your business grow. 

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So, if you’re looking for the right construction marketing strategies, then you’ve found them! Whether you’re a small contractor or a big construction firm, the following strategies will give you the tools you need to start boosting your marketing success, connecting with more clients, and meeting your business goals.

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The Challenges of Construction Marketing

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Like all industries, marketing for construction brands comes with its own set of challenges. Here are some things to consider when building your marketing tactics and strategies:

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• Highly Competitive Market — The construction industry is crowded with many companies all bidding for the same projects and clients.
• Long Sales Cycles — Construction projects often involve long planning and decision-making periods, making the sales process a lengthy one.
• Building Trust with Clients — Clients need to have confidence in your ability to deliver quality work, which requires building and maintaining strong relationships.
• Technical Nature of Projects — Marketing technical construction services can be tricky and to do it right, you need to clearly communicate your teams’ expertise and capabilities.

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10 Marketing Tips for Your Construction Brand

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So, if your construction company is ready to make its mark, boost its marketing efforts, and achieve long-term success, then we have what you need!

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Check out our list of the top 10 marketing tips and start implementing them today:

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1. Build a Strong Online Presence

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These days, a strong online presence is crucial, and you can all but guarantee that your potential clients are searching for construction services online.

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Because of this, your online presence must be optimized for search engines (SEO) to boost organic traffic and display all the necessary information your clients are looking for.

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Here are some tips to beef up your brand’s presence online:

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• Optimize for SEO — Use tools like SEMrush or Ahrefs to identify relevant keywords related to construction services and then sprinkle them throughout your website content in places like titles, meta descriptions, and headers. This will help improve your site's ranking in search engine results.
• Mobile-Friendly Website — Make sure that your website is responsive and mobile-friendly. Many users are searching for services from their phones, and you need to make a positive first impression if they click on your website from there.
• Detailed Service Pages — Create dedicated pages for each of the construction services you offer. This helps search engines understand your offerings and improves your chances of ranking for specific service-related searches (i.e., plastering services, deck-building services, roofing, etc.).
• High-Quality Content — Regularly update your website with valuable content like blog posts, articles, and case studies. This not only helps with SEO but also positions your company as an authority in the construction industry.
• Client Testimonials and Reviews — Prominently display positive testimonials and reviews on your website. This can build trust and help influence potential clients' decisions.
• Strong Call to Actions (CTAs) — Give each page on your site a clear CTA to guide visitors on what to do next, whether it's contacting you for a quote, signing up for a newsletter, or scheduling a consultation.
• Local SEO — Optimize your site for local searches by including your location in your keywords and setting up a Google My Business profile. This helps local clients find your services more easily.
• Professional Design — Aim for a clean, professional design for your website. A well-designed site creates a positive first impression and helps convert visitors into clients.
• Social Media Integration — Link your social media profiles to your website and share your web content on these platforms to boost your visibility and drive more traffic back to your site.
• Secure and Fast Website — Keep your site secure (using HTTPS) and make sure it loads quickly. Both of these factors influence your SEO ranking and user experience.

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2. Showcase Previous Construction Projects

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Just the way an artist collects their best work in a portfolio, your construction company should show off its best work as well!

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Showcasing the amazing results of your team’s work on your website, social media platforms (more on this in a bit!), and marketing material can not only show off what your company is capable of but boost your brand’s overall credibility and appeal.

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Create a dedicated page on your website and post your best work on social media, being sure to feature things like client testimonials, before and afters, case studies, and narratives about your team’s problem-solving skills to highlight your expertise and the quality of your services and your team.

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3. Take Advantage of Social Media Platforms

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It’s 2024 and just being on social media is going to cut it. 

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In order to succeed, your construction brand must have an active social media presence on multiple platforms to expand your reach and deliver your valuable content. Platforms like LinkedIn, Instagram, Facebook, TikTok, and YouTube are excellent places to engage with your audience. 

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Here are some ideas to get you started:

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Know Your Platform

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 Each social media platform has a unique audience and content style, and you should post the kind of content that would work best for both. 

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On LinkedIn, focus on content like professional updates, industry news, and thought leadership posts. Instagram is more laid back and great for visual content like high-quality photos, carousels, and short videos of your projects. Facebook can be used for more detailed posts and videos, community engagement, and event promotions. TikTok works best for short, engaging, and creative videos that showcase behind-the-scenes content or quick tips. YouTube is best for longer-form content like tutorials, project walkthroughs, and detailed demonstrations. 

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Be sure you’re using the right content for each platform to get the best results!

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Tips for Posting on Social Media

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• Project Updates — Share photos and videos showing the progress of your ongoing projects, post project completion announcements with before and after photos, and highlight big events and project launches.
• Behind-the-Scenes Content — Provide a look at day-to-day activities on construction sites, share stories about the team and their roles, and show the processes, tools, or innovative technology you use for your projects.
• Client Testimonials and Success Stories — Post video or written testimonials from your satisfied clients along with project photos. You can also feature case studies that go more in-depth about the project challenges and solutions your team came up with to overcome these challenges.
• Educational Content — Create construction-related how-to videos and tutorials, tool recommendations, or even share tips and tricks for easy home maintenance or DIY projects. Longer posts like articles or infographics about industry trends and best practices also work too!
• Live Content and Interactive Sessions — Host live Q&A sessions to engage with your audience in real-time or even stream live events like big project launches or site tours.
• Company News and Updates — Announce new hires, promotions, and company achievements or share news about awards or recognitions your company has earned. Updates about community involvement are also great for attracting followers and positioning your brand as a part of the community.
• User-Generated Content — Encourage your clients to share photos of the work you’ve done for them, repost content from employees showcasing their work and experiences, and run contests or challenges that involve user participation and sharing.
• Seasonal and Thematic Posts — Create content around holidays, seasons, or special events, and highlight how your services can help during specific times of the year (e.g., winter home maintenance tips).
• Engaging Visual Content — Post high-quality photos and videos that highlight your projects, use time-lapse videos to show the progress of a construction project, and create photo albums or slideshows of completed work.

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Whatever kind of content you post, be sure to be consistent and engage with your audience regularly. This means checking for and responding to comments and messages promptly so that your followers know that you are responsive and engaged!

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4. Use Your Job Sites for Brand Promotion

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Visibility on the job site is one of the most effective marketing tools in the construction business! 

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Your equipment and signage are going to be there for an extended period of time so why not use them to promote your brand to pedestrians, cars, and other potential customers passing by?

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Brand your vehicles, machinery, and uniforms, and turn boring signage into eye-catching promotions for your brand. This is especially effective if your job site is in a public place like a school, church, neighborhood, or busy street where plenty of people will see it on a daily basis.

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Your professionally branded equipment will both reinforce your brand identity to the community and all who pass by and, because your job site looks great, will boost the confidence in your services.

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5. Invest in Paid Ads

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Paid advertising, like Google Ads, social media marketing ads, and other PPC campaigns can help you reach a much broader audience than you could organically.

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Paid ads can be targeted to your specific demographics, locations, and customer interest relevant to the kind of construction work you specialize in (renovations, stucco, plastering, tile, etc.).

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Here’s a quick rundown of all of the PPC campaigns available to you and how you can use them:

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• Google Ads — Google Ads lets you create text, display, and video ads that appear in Google search results and across the Google Display Network, reaching the users who are actively searching for construction services through keyword bidding, ad extensions, performance tracking, and retargeting.
• Meta Ads — Meta Ads lets users create highly targeted ad campaigns on both Facebook and Instagram, targeting users based on demographics, interests, behaviors, and location with ad formats like carousel, video, and slideshow ads, supported by custom audiences, lookalike audiences, and detailed analytics.
• LinkedIn Ads — LinkedIn Ads are best for B2B marketing and allow you to target professionals based on job title, industry, and company size with things like sponsored content, Spotlight Ads, InMail, text ads, and professional targeting options.
• YouTube Ads — YouTube Ads allow you to run video ad campaigns on the world’s largest video-sharing platform to reach a broad audience with video content through TrueView ads, bumper ads, in-stream ads, and detailed performance analytics.
• Microsoft Ads — Microsoft Ads is similar to Google Ads but reaches users on Bing, Yahoo, and AOL search engines. It often provides lower CPC compared to Google Ads, with features like keyword targeting, location targeting, ad extensions, and performance tracking.
• X Ads — X Ads (formerly Twitter) allow you to promote tweets and accounts to reach a wide audience on Twitter in real-time and with targeting based on interests, keywords, and follower look-alikes. You can take advantage of features like promoted tweets, promoted accounts, tailored audiences, and detailed engagement metrics to fine-tune your approach and reach your audience.
• Pinterest Ads — We know what you’re thinking, but plenty of folks turn to Pinterest for home DIY tips and inspiration for their home improvement projects. Pinterest Ads work best for visual marketing, allowing you to target users based on interests and behaviors with promoted pins, promoted video pins, and detailed analytics and targeting options.

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6. Open House Events and Relationship Building

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If you want to succeed in the construction industry, you’ve got to build strong relationships with your community and other professionals like real estate agents and other industry leaders.

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Building relationships in person can be a great complement to your online marketing efforts. Attend industry events, trade shows, business gatherings, community gatherings, and other events to gain valuable opportunities to network, hand out business cards, showcase your work, and connect with potential clients, employees, and even partners.

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You can also organize open house events at your project sites or office for a more hands-on experience for potential clients and partners and to showcase what your brand can do! This will allow you to demonstrate your expertise, build trust, and engage the community by inviting local businesses, community leaders, and residents to these events.

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And being active in your community doesn’t have to revolve around your job sites! You can also consider sponsoring local sports teams, hosting community events, or donating to local causes as well to boost your visibility and reputation and give back to the community you serve!

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7. Use Drones for Aerial Footage

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Content is king! 

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And in order to rule the market, your construction brand should focus on creating the kind of valuable content marketing that addresses the pain points and interests of your target audience and demonstrates your authority in the industry. 

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Aerial footage is an excellent way to capture stunning footage of your construction projects and add a wow factor to your portfolio in a way that ground-level photography just can’t achieve. 

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It’s particularly effective for showcasing large projections, creating time-lapse videos, and to provide your potential customers with a unique perspective and angles into your work. Stunning aerial footage will get you more attention on social media and increase the likelihood of the likes and shares that expands your reach and helps you attract more clients.

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You can also use your drone footage to monitor and document safety and compliance on your construction sites that you can share with your clients and potential customers. This commitment to safety builds trust and demonstrates your teams’ professionalism.

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8. Get in on Email Marketing

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Email marketing campaigns are a powerful tool for staying in touch with past clients, lead generation, and nurturing those new leads. 

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But it takes the right strategy to pull it off correctly! Here’s some pointers on how to make the most of your email marketing efforts:

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• Regular Newsletters — Sending out regular newsletters helps you stay connected with your audience. For content, you can include updates on your latest projects, behind-the-scenes insights, and upcoming events to keep your business top-of-mind with past clients and potential leads.
• Industry News and Insights — Sharing industry news and insights positions your company as a leader and expert in the construction industry. Include articles about new construction technologies, market trends, and regulatory changes to provide value to your subscribers and boost your credibility.
• Project Updates — Highlighting exciting project updates, especially for public-facing projects like libraries, schools, and other public buildings, showcases your work and keeps your audience informed about your activities. Use photos, videos, and detailed descriptions of your ongoing and completed projects to show off your expertise and the quality of your work.
• Promotional Offers — Email marketing is an excellent way to promote special offers and discounts. Whether it's a seasonal promotion, a new service offering, or a limited-time discount, sharing these deals through email can boost engagement and encourage potential clients to get off of the fence and take action.
• Valuable Content — Sharing valuable content, like blog posts, how-to guides, and case studies, keeps your audience engaged and provides them with useful information. Make sure your content addresses common pain points, offers real solutions, and highlights the benefits of your services. This can help you nurture leads and keep them moving along your funnel.
• Personalization — Personalize your emails to make your communication more relevant to your recipients. Use your subscribers' names, segment your email list based on interests or behaviors, and tailor your content to meet the specific needs of different audience segments. Personalized emails are more likely to be opened and drive action
• Call to Action (CTA) — Every email should include a clear and compelling call to action. Whether it's encouraging readers to visit your website, contact you for a consultation, or take advantage of a promotional offer, a strong CTA guides your audience to the next step.

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9. Focus on Local SEO

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Most construction businesses rely on local clients. 

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Because of this, it’s necessary to optimize your online presence for local searches. You can do this by first claiming your Google Business profile listing. This will make it possible for your business to appear in local search results and on Google Maps.

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You should also be using local keywords, like “construction services in [Your City]” or “best builders near me” on your website. This will boost your SEO ranking and visibility, making it much easier for your website to pop up on Google searches from local customers.

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10. Highlight Your Unique Selling Proposition

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What makes your business special? 

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And why should potential customers choose your construction services over competitors?

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Take some time to really think this through because highlighting your unique selling proposition (USP) can make all the difference in your messaging and marketing! So, whether your brand’s USP is its experience, its innovative tools or techniques, its fast services, or its sustainable practices, make sure the message is loud and clear in all of your communication!

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One More Construction Marketing Tip Before You Go …

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If your construction brand is ready and willing to start implementing these marketing strategies to boost its visibility, attract more clients, and start getting more projects in your pipeline, then that’s great!

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And if you’re ready and willing to do that, only you lack the creative talent, the time, and the manpower to get it done, then that’s great too.

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Because we have a solution you’ll like.

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Partner with Designity.

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Designity’s creative community is made up of the best of the best in fields like graphic design, social media marketing, copywriting, video production, motion graphics, and more — everyone you need to create stunning marketing material to boost your brand.

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Each Designity account also provides you with a dedicated Creative Director, a design expert and construction and real estate marketing strategist, who will take the reins on your marketing campaign and handle everything from sourcing the perfect creative talent for your projects to making sure all of your deliverables are ready to go when you need them.

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Go ahead and take a peek at our construction and real estate marketing services page and portfolio to see how Designity’s innovative Creative as a Service platform has been the answer for brands just like yours. 

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And if having the ultimate design and marketing partner sounds like a plan to you, then what are you waiting for? Let’s book your demo call.

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We can't wait to get you started with your two-week, no-obligation trial to let you see firsthand how Designity is the only marketing partner your construction brand will ever need.

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We're ready when you are.