Your marketing budget is quite limited. And as you begin planning how and where to allocate your available resources, you have to think seriously first about which digital marketing channels to prioritize. Perhaps, you consider selecting whatever is available, but is that the proper use of your money and time? Be aware that not every digital marketing channel available to you will benefit your construction business. It varies on your digital marketing goals, target audience, budget, resources, industry, and competition.
We made this blog to help you decide what channels to drop and which to add to your digital marketing plan. We will walk you through every step to help you determine what channels can move the needle forward for your construction business in 2022 and beyond.
Choosing the Right Digital Marketing Channels
You need to consider first the critical elements of an overarching digital marketing plan. And then, you can narrow down and pick the right digital marketing channels that will help your construction business the most.
Understand Your Objectives
To be successful, you should first know where your construction business is heading. You can begin by setting solid, specific, measurable, attainable, relevant, and timely marketing goals. Below are some great ideas to get you thinking. So, do you want to?
- Become a thought leader in the construction industry?
- Build authority and trust with clients online?
- Establish construction brand recognition?
- Nurture and generate high-quality leads?
- Drive traffic to your construction website?
- Establish a social media following?
- Have more sales and boost ROI?
Your target goals will lead you to pick the proper channels for your construction business.
1. Study Your Competitors
Which channels are your closest competitors using? Find it out! If their digital marketing strategies are most successful compared to yours, go where they are to catch up. Another option is looking for gaps – where the competition is not spending money and time. And if there is enough opportunity, take the most advantage to grow your target audience.
2. Review Your Target Audience
Your target audience is another factor that can help you decide where to spend your digital marketing budget and resources if you are unsure about which marketing channels your target audience prefers, do some market research instead to learn more.
- What types of blog content and topics are they most interested in?
- Where do they spend time online?
- How do they consume content?
- Who are they following closely online?
3. Prepare for your Marketing Budget
Your marketing budget will essentially play a crucial role when you pick the digital marketing channels you want to use. Some options are much quite expensive compared to others. For instance, posting on social media is free, yet paying for Google Ads and investing in a full-package content marketing strategy can be expensive.
With that being said, do not also forget to consider the ROI potential. Using separate platforms like Instagram and LinkedIn for marketing might not pay off as well as a solid content marketing strategy. Below are some of the few costs to consider when establishing your budget and picking your marketing channels:
Hiring a digital marketing team in-house versus outsourcing the work to a full-service digital marketing agency like ConstructionMarketing.io.
- Website Development, Web design, content creation strategy
- Digital marketing tools and software applications
- General costs for every digital marketing channel (subject for comparison)
- Your marketing budget for paid advertising (to consider)
Effective Digital Marketing Channels for Your Business
Different marketing channels give you different outcomes. Understanding your options and how each marketing channel works enables you to make much better business decisions for this matter. Pick the channels you want to adopt based upon the data you obtained from understanding your objectives, studying your target audience and competitors, and setting up your marketing budget.
You can constantly adjust your strategies later, especially if you do not see the results you desire:
Content Marketing
Content Marketing is a great channel any construction business owner must consider in building a strong presence and authority. Moreover, having a website is also a great investment to make your business successful. Your target audience looks at your construction website online through quality content. It’s that simple!
Here are some types of content you can select from to fill up your content calendar:
- Blog posts
- Guest post
- Case studies
- Reviews
- Interviews
- Research articles
- Infographics
- Press releases
- Datasheets and comparisons
If you do not know, content marketing is best for:
- Generating ROI (Return of Investment)
- Lead Generation
- Building Authority
- Brand Awareness
- Education
- Storytelling
- Boosting web traffic
2. Social Media Marketing
Social media is where you can have one-on-one conversations with different people, including your target audience. In many ways, it is considered the most personal channel. It will turn your construction brand more amicable and approachable. You also become less formal here by commenting on trending topics, adding humor, getting creative, and more.
Social media is beneficial for understanding and researching your target audience. Make use of the demographic data available to businesses in LinkedIn, Twitter, and Facebook. Consider also placing targeted advertisements to get in front of a bigger audience and generate more leads.
Consider the following social media platforms for building relationships and sharing construction-related content with people within your target market.
Social Media Marketing is ultimately best for:
- Brand awareness
- Building relationships
- Direct sales
- Audience Targeting
3. Search Engine Optimization (SEO)
Search Engine Optimization goes hand in hand with content marketing. It comprises Keyword Researching, Link Building, Page Optimization, and other activities that can help people discover you organically. For users to find your construction website on Google and other search engines, you need to put in the work, or your content will get lost in the noise.
Below are some of the top-ranking factors in 2021:
- On-page SEO
- Quality Content
- Domain Authority
- Backlinks
- Mobile Usability
- Referring Domains
- Organic CTR
SEO is best for:
- Website traffic
- Lead generation
- Link Building
- Building authority
4. Google My Business
Almost all business types today, including construction firms, need targeted visibility on Google. You need to know that this often requires optimizing your construction website as well as Google Ads. However, most do not understand that a third-party entity needs optimizing too – Google My Business listing. This is officially known as your Business Profile.
This powerful listing is an excellent snapshot of your construction business, highlighting your best features and enabling prospects to learn about, quickly find, and engage with you – all from the SERP. And the best part, it is FREE!
Here, we are going to share thirteen optimization tactics:
- Claim your Business Profile
- Complete each section of your GMB account
- Be detailed with your contact information
- Choose primary and secondary categories
- Write complete “from the business” description
- Mark off applicable attributes
- Upload new pics per week
- Publish Google posts weekly
- Collect and respond to reviews
- Answer questions
- Add your construction services or complete offerings
- Set-up messaging
- Maintain your GMB Business Profile
Google My Business is best used to:
- Improved engagement
- Boost your local ranking
- Convert more clients
5. Mobile Marketing
Another modern option when it comes to digital marketing is communication with your target people via mobile devices such as tablets and smartphones. Reach out to people by email, text, your construction website, or an application.
If you want to add mobile to your digital construction marketing strategy, make sure your website, landing pages, and advertisements have a responsive design. Creating an engaging user experience for your target audience and clients should always be one of the priorities.
Mobile Marketing is best for:
- Direct sales
- Lead generation
- Sending instant updates
6. Video Marketing
Video marketing is surprisingly at the top of its game! It is not going away soon. In fact, video has the power to spread construction brand recognition, inform purchase decisions, tell powerful stories, drive more traffic, and improve conversion rates.
You can integrate quality video with your content marketing strategy to make hybrid pieces. And here are some video ideas to get you thinking:
- Demos
- Reviews
- Tutorials
- Webinars
- Live stream recordings
- Advertisements
- Sales
- Testimonials
You may choose video-sharing platforms like YouTube and Vimeo, where you can optimize your videos. In that way, your videos will have a much better chance of appearing in search results. Make sure to share your video content on social media and consider publishing it to your construction website as well.
Video marketing is best used for:
- Driving traffic
- Conversions
- Brand awareness
Invest Now in the Best Digital Marketing Channels!
Each marketing channel has its pros and cons. The type of marketing you choose to use depends on the nature of your construction business and the type of clients you are trying to attract. Sometimes, deciding what is best for your company can be somehow complicated. But do not worry because we are here for you!
ConstructionMarketing.io can be your valuable partner to your construction business and your overall marketing decisions. We deliver premium construction marketing services that help generate clear traffic and win more leads! As a full-service digital marketing agency, we develop intelligent strategies that target your particular audience. Our expert digital marketers produced quality and optimized output with great results!
Contact us today! Allow us to plan your marketing campaign on the best promotional channels!