The construction industry has been through some interesting times over the past decade, with the Credit Crisis restricting the capital available for new developments, an influx of foreign investment fuelling the buy to let market and Brexit casting doubt on the future of the UK economy.
As the industry has changed and in many ways become more competitive, construction firms are looking to adapt to reach new customers and grow their businesses.
Why you need a Construction marketing strategy
Industry-wide pressures are forcing many construction companies to take a step back and rethink their entire approach to business. Construction has not traditionally been seen as a marketing savvy industry, and has been slow to adopt some of the latest innovations in digital marketing that many companies now take for granted.
By embracing digital marketing these businesses have been able to explore the potential of opening up new revenue streams; for instance by switching from pure B2B to also having a B2C offering.
One of the key benefits of digital marketing is customer segmentation and the ability to serve different messages to different types of potential customer. This is due to a number of factors:
- Targeted ads – Paid advertising platforms like Google AdWords and Facebook Ads allow you to target your message at a very small customer group. For example you might only want to target people in a certain age range in certain locations. This ensures that you are focusing all your energy and marketing budget on talking to the right people, rather than reaching a broader audience who might not be interested in your services.
- Landing pages – By building so called “landing pages” on your site, you can tailor your message to appeal to each of the individual customer segments that you decide to target. These pages are the first thing that new customers will see when following your adverts from other sites and are your opportunity to serve content that will be uniquely relevant to them. For example, the way you pitch to a B2B client would be very different to the approach you would use for B2C and this approach gives you that flexibility.
- Analytics – Data and statistics are a fundamental part of digital marketing as they provide you concrete evidence as to what is working and what isn’t. You will be able to see whether which messages resonate best with customers based on which pages are most popular, how long people spend on your site and how many people sign up for your email list.
This approach provides you with valuable data that allows you to iterate and improve not only your marketing messages, but your entire business proposition over time. As you respond to direct feedback from customers you can make gradual changes that will improve traction with your target segments and ultimately therefore revenue.
The construction marketing strategy partner of choice
At AsOne, we’ve worked with companies in many industries to help them get up to speed with the latest in digital marketing. Our success stems from two key factors:
- We partner with companies for the long term, educating execs as to the benefits of digital marketing and supporting them on their digital transformation journey.
- We always think in terms of business outcomes and see digital marketing in the context of a broader digital business development strategy. At the end of the day, this isn’t about getting more hits to your website, it’s about generating more revenue.
If you’d like more information on how to craft a construction marketing strategy for your business, or have questions about how to get started, don’t hesitate to get in touch.