Have you ever wondered why your target customers have yet to reach out to you or hear about your construction business in the first place?
Know that potential leads progress through the buyer’s journey whenever making a buying decision. And the very first stage of the journey is awareness. The leads have to become aware that your construction business exists. So, if you are not proactively building brand awareness, your target market might never find your construction business.
In this blog post, we will guide you to understand brand awareness better and give you some actionable tips on how to build your campaigns successfully. Let’s start diving in.
What is Brand Awareness and Why Is It Important?
Brand awareness embodies your target audience’s familiarity with your construction brand and how well they can recognize it. Know that a brand with high brand exposure and awareness is typically referred to as “buzzworthy,” “trending,” or simply “popular.” Hence, building awareness for your brand is valuable when you promote and market your construction company and products, particularly in the early phases of your business.
Because the more familiar your audience is with your construction brand, the easier it will be to:
- Successfully introduced new services and products.
- Promote your construction business across different channels
- Build a strong business online reputation for your business
- Find and retain loyal customers
So you see, brand awareness is crucial because it ultimately helps pave the way for accomplishing your marketing goals and business objectives, like staying ahead of the competition, generating more leads, and building an audience. So, how do you effectively build a brand awareness level that facilitates solid success? Check out the next section.
Build Brand Awareness Effectively Using These Four Tactics
Strong brand awareness directly results from multiple and consistent efforts that extend beyond trying to acquire paying customers. Here we will share with you some actionable ways to build a solid awareness foundation for your brand and create a lasting impact with your target audience.
1. Be a person and not a company
When you meet a new friend, what are the things you most likely want to discover from them? For sure, you want to know their passions, likes and dislikes, hobbies, and more. These are the traits your construction brand must determine and promote about itself. To effectively leave an impact on your target audience, you need to define yourself as more than a construction company that offers services.
Now is the time to redefine how you see your brand. What words would you like to use to introduce your construction brand to your audience?
Extrovert, introvert, outgoing, or silent – all people benefit from spending time with each other and from social contact. It is how people stay connected. The same goes for your construction brand. If you only attempt to reconnect with others upon trying to create a sale or get support, you will not be known as anything beyond a business entity with a single intention.
To raise awareness for your construction brand, you need to be social. Get started with posting on social media about things related to your services and products. Make sure to interact with your target audience by commenting on posts, asking questions, retweeting, and re-sharing content. Treat your social profiles as a person trying to gain friends, not a business trying to make money.
3. Tell a narrative
One excellent and powerful marketing tactic is storytelling, whether you are promoting your brand or marketing your services. Why? Because storytelling will give your target audience something real to latch into.
Creating a narrative around your construction brand personalizes it and gives more depth. Weaving the said narrative into your marketing efforts naturally markets your construction brand alongside the services and products you offer. So, what must your narrative be about? It can be anything for as long as it is true. You can create a narrative about the tale of how your construction business started, the life story of the founder, or a narrative about how your company made an established name in the sector.
Know that people who can be your target audience like hearing stories about each other. Remember also that authenticity is impactful, leading to an increased boost in your brand awareness.
4. Make sharing easier
Whatever your marketing tactics, campaigns, or service offerings, make it easier for your target audience to share your content. This can be videos, social media posts, blog posts, and product pages. It does not matter what it is; what matters is that it is sharable.
If you make it easier to post and share about your stuff, your target audience will raise brand awareness by simply clicking “Share.”
Digital Marketing Channels to Boost Your Brand Awareness
We already shared with you in the previous section how to get started with building awareness of your brand. Now, let’s dive in next to the main digital marketing channels you need to consider to boost brand attentiveness.
1. Search Engine Optimization
SEO is how you get your construction website to show up on Google. It is a competitive online marketing channel that mainly focuses on enhancing organic traffic. When you get your website to show on the first page of Google, it will pay significant dividends to your brand. More than anything else, it can help you achieve solid awareness since SEO keyword targeting means you particularly reach the right people looking for what exactly you offer.
2. Social media marketing
Social media has become a significant part of how people spend their attention and time. Therefore, social media marketing is another important online marketing channel you need to include in your brand awareness strategy.
Marketing in social media entails everything you need to do on social media for free. It starts with looking for the best channels you should target based on where your target audience spends most of their time. And while it often includes sharing promotions and content from your construction website to raise brand awareness, it is just as crucial to spend time interacting with other accounts on your social media channels.
3. Content Marketing
Another integral online marketing channel in its own right and one that supports a lot of other channels on the list is content marketing. When you constantly craft high-quality content relevant to your target audience, it will allow you to target more SEO keywords and keep your construction website fresh, which Google prefers. It also gives other construction websites more reasons to link to you, which is the key to ranking first in the search engines.
With content marketing, you can achieve the first point of brand awareness and utilize it to establish trust.
You can already take advantage of YouTube – one of the most popular video-sharing platforms on the Internet. People watch videos for many reasons, either. They want to get entertained, learn something or acquire information. Over one-third of people, today stated they prefer videos to other brand content.
Video marketing may sometimes overlap with content marketing. It can be a very useful form of content when providing helpful information and can answer commonly asked questions from your customers.
SEO’s paid brother is Pay-per-Click advertising. These digital marketing channels mainly focus on acquiring visibility in search engines, and PPC is how you will show up in the paid results. And for some searches, these paid results often dominate the SERPs, typically requiring searchers to scroll down to see all organic results.
PPC is proven to provide some unique benefits to SEO. Since you pay directly to gain the top spot, PPC raises your brand’s recognition much faster than SEO.
6. Influencer marketing
Getting acquaintances in high places is another easy way to increase awareness for your brand. Start looking for influencers within your industry that can complement you rather than compete with you. Take advantage of your partner’s influencing network to promote your construction brand while establishing valuable partnerships you can continue to use long-term.
Knowing the importance of focusing on your brand is important in how you start your campaigns. Investing in the right online marketing channels is also necessary to boost brand recognition. However, all can be tricky without knowing where to begin with. But, turning to market experts can solve these problems right away.
ConstructionMarketing.io is an experienced and professional digital marketing agency with a team of experts – well-versed in different marketing platforms and specializes in determining channels to help raise your construction brand. Our teams know exactly what to do with your brand and how to reach your target audience!