The first few construction companies that master content marketing exceptionally well in each region will completely take over.
The reason I’m saying this, is because construction is one of the industries where I’m really seeing an under-utilization of content in the marketing plans of construction companies.
And that’s insane to me, knowing that inbound marketing (content marketing) generates 54% more leads than traditional outbound methods.
In this guide, we will teach you how to become a construction content marketing expert, and generate more clients for your construction business. You will learn:
Let’s get started.
5 Reasons Why Content Marketing is Important for Construction Companies
When it comes to marketing a construction company, one main objection we often hear from our prospective clients is,
“Why would I need to blog, we work with our hands and build things. How can a blog possibly help my business?”
Let us outline some key reasons why content marketing is essential for every company, including construction firms.
1. Improve Organic Search Traffic
Each day, hundreds of perspective clients in your target audience are searching for construction related queries on Google, just waiting for answers to their questions.
The goal of content marketing is to bring more qualified leads to your site by providing them with valuable information that is relevant to your industry and their needs.
Companies that blog at least weekly have been shown to generate over 3x more website traffic than their competitors. Imagine how much 3 times more website visitors could do for your construction marketing efforts?
On top of this, content marketing has been shown to bring more traffic than paid advertising by up to 3x as well, for just 63% of the cost.
And this is without the added benefits that content marketing brings for your company like improved conversion rates.
2. Construction is an Insanely Large Industry
While there are a ton of construction companies out there, the industry is so large that almost every firm has a niche.
This works to your advantage when it comes to developing a content marketing strategy for your construction company.
One thing we always recommend is that every company understands this concept and embeds it within the very fiber of their content marketing strategy.
By niching down your service offering, you can offer expert advice on your subject matter in order to establish your brand as a point of authority in your space.
Because construction companies are already niched down in terms of service offerings, you have a large advantage over a lot of industries right out of the gate when it comes to creating effective content.
This makes it easier for your business to flourish with a little bit of solid content to build your brand, and generate organic search traffic.
3. Companies are Just Starting to Implement Content Marketing
In 2019, over 70% of construction companies do not have a blog (from our research of over 3,000). Frankly, this is just unexcusable.
So because you guys work with your hands and build stuff, your customers aren’t searching for things online?
This lack of unique and high quality content in the construction industry means that people who are searching for information on building materials, costs of projects, regulations, and overall expert advice are coming up short on Google when looking for answers.
This is what we call a content gap. And in the construction industry, this gap is MASSIVE.
But what is the incentive and reward for filling this content gap? We go into detail on this in our next tip for construction content marketing.
The content marketing industry is on pace to double by 2020. You can bet that this increase in spending will include some of your competition.
You want to establish your brand as a thought leader in the industry long before the competition even catch on, so by the time they enter the game, you are only concerned with defending your position at the top.
4. B2B Clients Want Custom Content
Content marketing combines the understanding of your audience with the power of creating high quality content that adds value to your client. This not only leaves them with a good perception of your brand, but makes them more likely to convert.
At the end of the day, construction clients are likely spending millions of dollars on projects with your company. So, it serves then that decision makers at the highest level take your company into scrutiny when assessing if you’re right for the job.
96% of B2B decision makers want to read at least 5 pieces of custom content before making a purchasing decision.
So why in the world do you not have custom content waiting for them? It seems silly to not invest in content marketing for a few thousand dollars a month, even if your construction content only gained you one million dollar client per year.
5. Increase Your Conversion Rates
So maybe you have a site that gets a few hundred or even a few thousand visitors to it each month. But are you making the most of your website traffic?
Construction content marketing companies help you to focus on not only improving your existing traffic, but driving the people who are visiting your site to take action and the next step in the buyer’s journey.
Custom content has been shown to improve conversion rates on landing pages by over 60% in recent years. Also, video content has been shown to improve conversion rates by well over 80% in this same area.
Not to mention, people who reach your site as a result of organic search are much more likely to convert than people from paid ads because they are far more qualified leads. You already know they have a specific problem in your industry and are looking for help.
Lastly, those who do not convert can easily be tracked and retargeted with paid campaigns, and will also build brand awareness and trust, making them more likely to return and convert in the future.
More Reasons You Need Content Marketing for Your Construction Company
Looking for even more reasons why content marketing is important for your business?
No worries, it is natural to be curious about something new, especially when it involves investing time and money in a content marketing agency.
That’s why we wrote this complete guide of 11 Reasons Why Every Business Needs Content Marketing.
5 Content Marketing Strategies for Construction Companies
Let’s go over some examples that you can take away and use for your own construction company marketing plan.
1. Interesting News, Current Events (Industry Related)
Are there any new building materials people are using to be more environmentally friendly?
Are there any new ways to build a home that make the houses way more energy efficient than things used to be?
Give your expert take on it. Let consumers know the pros and cons of switching to using these new materials to build their homes.
Give them a numbers breakdown of how much money they can save on their electric bill and how many months of paying the electric bill it will take before spending the extra money for these new materials pays off and becomes a smart economic decision.
2. Write in Depth Reviews on Products/Processes
One of the subtle ways to really drive traffic to your site and become a thought leader in your industry is to not just write content for your potential customers, but for other experts and aspiring builders in your industry.
While this may not have an immediate ROI, the long term effects of building a network of people who depend on you for value and input on an expert level can be extremely powerful for your brand.
Over time, this will garner more social media shares and mentions, interactions, and also bring many more people to your site than ever would be possible with just paid campaigns or content marketing strategies that are geared towards only consumer needs.
Writing reviews on products and processes in your industry is one of the best types of construction content you can produce to help grow your brand and establish trust.
3. DIY Projects
Please don’t waste the freebies of any industry. People absolutely love DIY projects nowadays, so why not take advantage?
Something as simple as posting videos of cool projects that people can do on their own once or twice a week to platforms like Facebook, YouTube, Twitter, LinkedIn, Instagram and on your blog can make a massive difference in your web traffic.
Prominently display somewhere on your video how to get an exclusive price on the materials since they watched that video on your site.
4. Videos of Your Construction Crew at Work
To you, it’s everyday stuff. But if you get a talented video editor, they can create a really cool piece of content that not only can be used as something just cool that people want to see, but also as something that potential clients can see of how you guys work and the quality of work that you do.
This also demonstrates the feeling of a sense of passion for what you do to your customer and shows them that your brand is open about its process and confident in the finished product. All ingredients that make for a confident buying decision for a customer.
5. Utilize the Power of Testimonials
Testimonials, testimonials, testimonials, testimonials. Are we getting through to you yet?
While you might already be aware of how effective this type of content for your construction company can be, did you know:
Testimonials on average, improve conversion rates by over 80%. Some landing pages using video have even reported a 380% surge in conversions. Put simply, use testimonials to your advantage.
In an industry with very high ticket price, and a very high amount of B2B work done, you need to showcase that you have the skill, expertise, passion, and consistency to get the job done and win a bid.
Creating content focused around your past work and what clients have to say about your firm is absolutely necessary to the success of a construction company’s content marketing campaigns.
5 Tips for Making the Best Construction Content
When it comes to making the best content in the construction industry, there are a few things you always want to keep in mind:
1. Be Consistent
You know what grinds my gears? Going to a website that’s last blog is from 2016. Yeah. In fact, in my eyes, it’s almost worse than not having a blog at all, because it shows that you just don’t care that much about how I view you as a customer or your expert reputation in your industry.
While this may not be your intention, this is the vibe that having a poorly maintained blog can give potential clients.
If you are going to invest in content marketing for your construction firm, you’re going to want to make sure that you create and publish content on a consistent basis. Otherwise, you will not maximize the ROI of your content marketing efforts.
2. Pay Attention to Your Analytics Data
Another great thing about creating construction content is that you will be able to have access to the data from your whole website.
Once you begin generating traffic to your site, you can really dive deep into your analytics data to find out what should be tweaked in order to:
This is one of the most powerful aspects of creating a content marketing strategy for your construction firm, because it allows you to continually learn more about your target audience and adjust your buyer personas accordingly.
3. Don’t Go for the Sale (at First)
Too many companies produce content on their site that is one giant sales pitch. We are about 1,700 words into this blog right now, and not one time have we mentioned our own content marketing agency.
Why? Because we understand that that is not the way we will turn you into a return visitor to our site. It’s annoying, and provides no value to you as a reader.
The same can be said about all industries. One reason why content marketing is one of the best ways to market a construction company is because it provides value through permission marketing as opposed to through interruption marketing.
You want to be creating blog content for your website that lives by this principle. In other words, focus on your audiences needs, and answering their questions, and you will always attract people to your site and convert some to clients.
This is what makes the difference between a brand, and a company. A brand embodies a message and a mission, and a company serves the purpose of making money. While the end goal is to see a positive ROI on your content marketing efforts, you don’t need to shove that idea down your audience’s throat.
4. Engage with Your Audience
Once you begin to build a following and build your brand, you will begin to encounter people who are consistently interacting with your content.
Do not be the brand that spends all of the time and money on content marketing just to not engage with your audience that you have finally built.
Take the time to reach out to every person that engages with your content. While it may not result in the initial sale, it is what will make people fall in love with your brand and continue to come back and share it over time.
5. Produce High Quality Content
There is no way around it, if you want to be successful at marketing your construction company, you need to create some of the best content in your industry.
There are a lot of ways to do this, but for the most part, it involves a deep understanding of your target audience. You want to know how to do things like:
Each of the guides above should help you get a better idea of your target audience and how you should go about making content to serve their needs.
Finding the Best Construction Content Marketing Agency
Potential clients now go to your site as a solid resource because they know that you put out nothing but high-quality content. This trust in your brand can catapult your sales potential.
The modern world is all about trusting the brands that you are giving your money to. Content is a great tool used to establish yourself as the go-to brand in your industry.
I get it, you understand that blogging can make your company more successful, but you build beautiful works of art, not websites, you don’t type articles or post videos on the internet. You stick to building amazing works of art, and we will stick to doing the same, but in our own niche.
This is why it is important to outsource your content marketing so that you can focus on your own business without missing out on all the benefits of content marketing for your construction company.
If you want to learn more about how working with a content marketing agency that specializes in construction can help your business, give PoofNewSales a call. We provide all of our prospective clients with a comprehensive content analysis and content strategy for their business, and walk them through each step of our process.
Our goal is to help bring the benefits of content marketing to as many companies and audiences as possible. Every hard working business owner deserves more clients, and every client deserves to be thought of and cared for by brands, not just companies.
For a sneak peak at how PoofNewSales can help your construction company with content marketing, we also created this more advanced guide to how to generate more leads as a commercial builder. It is jam packed full of useful tips and tricks you can use to improve your lead generation!