Google is undoubtedly one of the most powerful marketing and advertising tools that any business can master. At this point, almost everyone is aware that Google is the biggest search engine, with almost 92% of the global market share.
People use Google Search and Google Maps every single day to look for information and solutions and locate businesses that can address their urgent needs. As a construction business owner, when you use Google the right and strategic way, you can definitely turn these search terms into actual sales, generating more leads and boosting your ROI!
If you don’t know how to leverage Google to your advantage, then this blog is for you! In this article, we will present the top three Google Marketing Strategies and some of the other best tactics.
Keep reading!
What is a Google Marketing Strategy?
The wide framework of how your construction brand is presented on search engine results pages (SERPs) is your Google Marketing strategy. This strategy covers how you use Google the right way –outlining your objectives and metrics for success and how your construction company uses Google to build and protect its brand identity.
You can establish a strong online presence and advertise your construction services and other offerings with the incredible help of effective Google marketing tactics.
Google Marketing Strategies that Cost You Less to Nothing
These strategies are considered as the big three by today’s top marketers! In addition, these strategies may not be 100% free since they will require some costs. However, it will not be a big chunk of your marketing budget.
1. A compelling construction website
You may be familiar with Google Business Profile. If you have created one for your construction business, you create a customizable space for your company that many online users can easily search. However, Google Business Profile will only deliver a small range of impact to your target leads and potential construction clients. In many instances, you may not be able to fit everything you want into the listings, and you might not be able to provide answers to people’s questions.
This is where you need a functional and excellent website! There are many ways you can come up with a website that is designed to market your brand! You can opt for a custom-built route, or you may want a simpler one. You have all the options and choices for your website.
However, there are some important things you need to bear in mind when it comes to website building:
- Fast page load time: No person has the patience to wait for a website that is loading for more than five seconds. Apparently, 53% of visits are abandoned if the site takes longer than 3 seconds to load. Make sure you invest in a website that loads faster since that’s what everyone expects from a website. If your website takes too long to load, you will absolutely lose a huge chunk of your target audience before you ever get the chance to convert them.
- Mobile compatible: Mobile phones have become tiny computers that we can always use in one go! Unfortunately, many websites today are not yet designed for a seamless mobile experience. The same as loading times, never frustrate your potential clients with the worst mobile experience. The goal is to make your website mobile-compatible, functional, and informational!
- All product/service information is included. Never skip the details. We are already in the information age, and people are more curious about brands and services than ever. They can absolutely tell when brands are hiding something. So, make sure not to leave out any important details of your construction services.
- Interesting photos: Display photos on your website that show what you do and offer. Other websites use stock images they find online. While you can opt for this option, you can do better! Capture your ongoing construction projects or anything that is happening onsite and offsite. These photos might not be polished, but know that these realistic photos can best resonate with people. You will make them interested in your construction company or the services you offer.
- Powerful CTAs: One of the things you need to make sure of is to provide clear next steps for your potential leads every step of the way. That is why you have to use powerful Calls to action. Other than CTAs, you can include your contact details and add forms to pages when you want people to send inquiries. You can also place a scheduling tool if you are willing to let them book an appointment directly on your website.
Make sure you can make the most of the great website experience you have just created with all the tactics above. The biggest goal is to help your potential customers convert into actual paying customers!
2. Search Engine Optimization
Apart from the information or texts on your website, another thing you consider is to employ the basics of SEO. Search engine optimization is the practice of enhancing your construction website to become more visible on Google search results!
There are a couple of ways you can do this – onsite, offsite, and SEO technical practices. Indeed, SEO is a very attractive and effective strategy for all types of businesses, including yours. You are given unlimited resources to leverage.
Here are some SEO tips that can help you get started:
- Onsite SEO: The content you put on your website is what onsite SEO caters to. We already mentioned the importance of having a powerful website. So, having a website and content will always go hand in hand. Brainstorm for ideas and make sure to come up with relevant construction topics. Lastly, ensure the content you publish is original, accurate, and always updated.
- Offsite SEO: For offsite SEO, it includes strategies like listing management, social media marketing, ratings and reviews, and more. The goal here is to show your construction company’s connectivity to other authorities in the digital landscape. In turn, this helps so much with your brand awareness, relevancy, and overall visibility.
- Technical SEO: Your website must be crawlable and easily understood by Google. This is where Technical SEO comes into play. It refers to the process of enhancing your website’s architecture and backend elements further to improve its overall performance and visibility on Google.
NOTE: Another important thing we want to remind you is that SEO is a very competitive world and demands time and effort. You may find yourself going for a DIY option, learning SEO from scratch, or partnering with an agency to do the entire SEO work for you! The latter is obviously the smartest move! Hiring an agency can make a huge difference!
At ConstructionMarketing.io, one of our areas of expertise as a digital marketing agency is SEO. We craft Local SEO strategies that drive growth, build your digital presence, and achieve continuous success online. We can be your trusted strategic SEO partner! Contact us today!
3. Google Ads
There is one single strategy that will require you to spend money. It is the most essential Google marketing strategy that can guarantee you new leads and customers – Google Ads!
Similar to SEO, there are many ways you can explore and try using the Google Ads system. You can go for Search Ads where you need to bid for specific keywords or Display Networks where you can show your ads on top websites for your services and products.
Below is a list of things we encourage you to keep in mind when getting started with Google Ads:
- Set realistic expectations: Many tools are available today that can help you estimate the performance and cost of your Google Ads. Make sure to use these tools to your advantage and better understand the realistic outcome that will come out in the end.
- Set aside enough budget: You need to be practical with your budget. The amount you usually need varies depending on your service offerings and supported area. You need to understand what a realistic budget is before you begin with Google Ads.
- Use conversion tracking: The best thing about Google Ads is that it has a performance tracking feature within the platform itself. You just need to tweak small code snippets and add them to your construction website to track its performance. If you want to spend your marketing budget, you need to make sure to allocate for Google Ads conversion tracking set up.
- Understand the fundamentals: Google Ads will cost you money to run. So, you have to pay to play. We have already talked about the need to spend money on this strategy. But, like we always said, it will not cost you much of your marketing budget. All you have to set is a reasonable budget.
Achieve a Successful Google Marketing Strategy with ConstructionMarketing.io
Google offers you many benefits to help you market your construction business, from Google Business Profile to Google Ads and more. That is why you have to make sure your Google marketing strategy is top-notch! Do you know how to achieve it or how to get started with this strategy?
If you are clueless about how to make it happen, we can help you!
We are ConstrucitonMarketing.io, a full-service construction marketing firm offering a plethora of marketing solutions and more. We can help take the hassle out of creating your Google marketing strategy and growing your online presence. No matter how small or big your construction business is, our agency has the latest tools to successfully advertise your brand on Google.