There’s no denying the impact of the COVID-19 crisis on various sectors. The construction industry is among those significantly disrupted by the pandemic.
The pandemic has brought the construction sector some pros and cons. On a positive note, it has led to the rise of residential construction, alongside home improvement and outdoor landscaping projects. It has also resulted in digital transformation and technological integration. But on the flip side, it has led to an imbalance in supply and demand. It has led to a supply chain disruption and caused volatile pricing on construction materials.
It’s good that with lighter restrictions and mass vaccination, everything is gradually going back to normalcy. Evidently, there is hope for the construction industry this year, and we can expect it to emerge stronger after the COVID-19 crisis. Still, you must be aggressive in promoting your construction firm and reaching out to clients in the new normal. As such, digital marketing is the key.
That said, here are digital marketing strategies for your construction business during this pandemic:
1. Optimize your website
Every business must have a website. This notion applies to the construction industry as well. Why? A business website does more than meets the eye. It isn’t only an online representation of your construction firm. It is also where you’ll carve your business image and identity. Ultimately, it’s where you’ll display and promote your construction services, whether new construction, complete home renovation, or partial house remodeling. Hence, you must optimize your website with the user experience (UX) in mind. The goal is to ensure its overall aesthetics and functionality to benefit the users.
2. Implement SEO campaigns
It’s one thing to have a business website. It’s another to achieve online prominence. What good is a visually appealing and highly functional website if it remains hidden in the digital realm? In a highly saturated web, your goal is to boost your online visibility and increase your website traffic. Amid the digital competition, you want your construction business to stand out. That’s where search engine optimization (SEO) comes in, the process of optimizing your website, producing relevant content, and building links. When implemented successfully, expect your website to rank the highest in the search engine results pages (SERP).
3. Produce and post PPC Ads
If SEO doesn’t work for organic search, you can resort to paid search. That’s where pay-per-click (PPC) advertising comes into play. This advertising model allows you to produce ads and bid their placements on SERP. However, you must pay for successful clicks. For instance, you can create ads about how your construction firm now focuses on house remodeling and hardscape installation projects. When potential clients click your ads, you’ll pay for these clicks. But these clients will get directed to your website for plenty of business opportunities.
4. Send promotional emails
Another straightforward digital marketing approach is email marketing. It involves sending promotional emails to your regular clients and prospective ones. However, it is no easy feat. First off, it’s best to send your old clients personalized emails. If possible, offer them some special discounts and exclusive deals. On the other hand, be sure to perform research to earn some qualified leads, your potential clients. From there, send them promotional emails promoting your construction business. Who knows? They might end up hiring your construction services.
5. Put across relevant content
There are some right reasons content is king in the digital world. Digital content resonates well with people, whether valuable articles, striking images, or compelling videos. It has the power to attract people, persuade them, and influence their decision-making. As such, harness the power of content to market your construction firm and promote your services. Start by creating a blog on your website. For instance, you can publish relevant content on the construction industry to establish your authority. You can also cover subjects about where to buy steel as construction materials in your locality. Lastly, create pieces of content with calls-to-action (CTAs) to prompt your readers to hire your construction services.
6. Get active on social media
The digital marketing strategies for your construction firm won’t be complete without leveraging social media. Take advantage of these channels for customer outreach, engagement, lead generation, and even client acquisition. For instance, create Facebook ads and target them to your prospective clients. Also, build your network on LinkedIn by connecting with various stakeholders involved in your business. Lastly, don’t forget to publish photos of your construction services on Instagram and promotional video clips on TikTok or YouTube.
At this point, you now know what it takes to boost your construction business during this pandemic. Be sure to consider the digital marketing strategies recommended above, from optimizing your website to sending promotional emails to getting active on social media. All these will help you promote your construction firm, reach out to more clients, and boost your business profits. Ultimately, you’ll see your construction business grow, flourish, and succeed in the new normal!