If you want more qualified leads, phone calls, and appointments for your business, one of the best ways to get them is by hiring a competent, whole-hog construction marketing agency.
A great marketing agency for construction companies can:
- Turn your website into a lead-generating machine. Five pages and a photo gallery doesn’t cut it. An effective construction website has so much more – and gets real results.
- Get you more traffic, leads, and phone calls from Google. SEO for construction companies is one of the best ways to get consistent, cost-effective, quality leads.
- Create, automate, and manage your social media marketing. An effective content marketing plan earns more viewership, higher engagement, and better conversions.
- Develop an email marketing strategy that works for you. Think automated follow-up and scheduling for leads; automated surveys and review-generation for customers.
- Track everything to show a positive ROI. In marketing, the only “cost-effective” is “profitable.” Smart analytics show you what’s working and what’s not – and where to pivot.
… and so much more.
Today, I’m going to break down each of these construction marketing services. It’s how we recently helped a custom home builder increase phone calls by 98% in less than 12 months.
After this article, you should know what to look for in a construction marketing agency – and more specifically, the services they should provide to increase your bottom line.
If you’re in a hurry, skip the hullabaloo and book a free strategy session with us today :)
5 Lead-Generating Services Every Construction Digital Marketing Agency Should Offer
Typically, marketing agencies for construction companies will tell you the same thing:
If you want to succeed online, you have to be everywhere your target audience is.
In 2023, it’s no longer possible to just have an amazing website. You can’t just post a couple times a month on Facebook or Instagram. A small digital footprint isn’t enough.
You need more. As one of the leading construction marketing companies, that’s what we give you.
Below, I’m going to focus on five specific services you need to have an effective digital marketing plan.
They include:
- A true lead-generating website.
- Foundational and on-going SEO efforts.
- Automated, consistent social media marketing.
- Email marketing that engages leads and customers.
- Smart, efficient tracking and analytics to show positive ROI.
Furthermore, a great construction marketing agency will structure these services in a way that ensures each one compliments the other, leading to an online presence that is overall vastly more effective.
1. A fast, lead-generating website.
Not all construction web design services are created equal.
First and foremost, your marketing agency should focus on making sure your website is a fast, lead-generating machine. Why? Because your website is the foundation of your entire digital marketing strategy. You probably already know what happens to houses built on weak foundations.
When looking at a client’s website, here’s what we focus on:
- Speed. Your website needs to load quickly on mobile and desktop devices. Not sure where you current website stacks up? Pop it into Google’s PageSpeed Insights to find out right now for free.
- Structure. Your website needs a coherent structure for all the content you’re going to have (hint: it’s going to be a lot). A better structure means a higher time on page, lower bounce rate – and most importantly, more conversions (ie. leads).
- Content. You need loads of it. I’m talking at least 50 pages – likely more. Why? Google loves content (and so do your users!). You should have pages for each service you offer and each location you offer them in. You need pages for your team members and your wonderful project portfolios. You need tons of blog content that helpful and relevant to your SEO strategy. Speaking of…
- SEO. Your website needs to be built with SEO in mind from the ground up. Part of that is having a solid website structure and content. The other part is the actual optimization of individual pages coupled with geographical targeting, SCHEMA inclusion, and more.
- Offer. You want leads, right? Well – what are you offering in return? A free quote or consultation is fine, but you need a way to effectively convey that offer to your audience, gather their information, and automatically follow up with them (we’ll get to this later).
An effective construction digital marketing agency will make sure your website does more than look pretty. They’ll make sure it’s fast, built with SEO, has loads of content, and converts visitors to leads.
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Obviously, your website needs to be beautiful. That’s a given. But beauty by itself does not generate results. You know what does? Everything above. If you want to turn your website into a lead-generating machine, book a free strategy session with us today.
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2. A real SEO strategy.
If your website is the foundation of your marketing efforts, SEO is the framework around which everything else is built. Everything you do should bolster your SEO efforts.
Why? Because by and large, SEO can provide the highest ROI for your business.
Few marketing agencies for construction companies truly understand SEO.
Luckily for you, I can break the process down in three easy steps:
- Find keywords to target.
- Build and optimize pages targeting those keywords.
- Earn backlinks to those pages until they rank.
Of course, that’s a pretty base-level description of SEO, but it’s not incorrect.
If your construction digital marketing agency isn’t doing on of those three things every month…
…they’re not doing SEO.
Here’s how we do it. But first, we have to take a look at what Google really cares about:
- Relevance. Is your business relevant to the query?
- Distance. Is your business a reasonable distance from the user searching locally?
- Prominence. Is your business prominent enough for Google to show?
Now, let’s take a look at how we influence each of those factors.
How we make your business relevant.
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Remember when we talked about how important content is on a website?
Content is one of the ways you tell Google that your business is relevant to a user’s search. It’s also why a simple list of services won’t suffice – you’re not giving enough detail on each service that’s actually useful to someone searching for it.
- You need dedicated pages for each service you offer. Even more so, you need dedicated pages for each keyword. That means having separate pages for services like “construction company” and “home builder,” even those two terms are very similar.
- You also need blog posts that support each of those services. Using the above example, you should have blog posts dedicated to each service page. Topics like “5 Construction Trends of 2023” or “How to Choose a Custom Home Builder For Your Needs” should link to the respective pages.
That takes care of making your website relevant.
In general, we add 5-10 new pages to our clients’ website every single month.
How we influence proximity and location.
Here’s the hard truth: your GPB likely won’t show up outside the city your business is located in.
In smaller cities, it’s sometimes possible… but not always.
Still, by targeting different geographic locales on your website, you can show up organically for those searches. These are the listings directly under the “Map Pack.”
To do this, you’ll need:
- Pages for each city you want to target. These are all individual pages with unique content. They’ll link to all the pages we create next, which are…
- Pages for each service with that city you want to target. Remember when we talked about having a great website structure before? Without one, this gets messy really quick.
To give you a quick idea, here’s how this should be structured:
- www.yourwebsite.com/home-builder/ —> this is one of your primary service pages targeting your primary location.
- www.yourwebsite.com/secondary-city/home-builder/ —> this is another unique service page targeting one of your secondary locations.
Of course, content on each page needs to be unique and optimized.
How we make your business prominent.
Are you the best construction company in your area? Prove it to Google and your potential customers.
Become more prominent in your local area by:
- Having a dedicated review-gathering strategy. Email marketing is a great way to automate this. Or, you could manually email/text each customer, asking them to leave you a review on Google.
- Having a large digital footprint. Are you on all the social media profiles? Are you on common contractor directories like Angi, BingPlaces, and more? The larger your digital footprint, the more prominent your business becomes in the eyes of Google.
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I could go on and on about this topic, but why not get some detailed, personalized help with your local SEO strategy instead? Book a free strategy session today to learn more :)
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Most construction companies get social media marketing all wrong.
But it’s not your fault. You build things. You likely work with your hands – or have for many years. You don’t have your nose in your phone call day long commenting on posts and building a following.
A construction marketing agency likely won’t change that, either. You know why?
Because social media marketing for construction companies isn’t an effective lead-generation activity.
You know what it actually is?
It’s a touch-point. That simple.
The reality is, not everyone is going to become a lead as soon as they stumble upon your business. For that matter, not every lead is going to buy as soon as they get in touch with you.
Social media marketing provides touch-points to stay in their minds.
Here’s how we approach it:
- We focus on the platforms that matter. For construction companies, this typically includes Facebook, your Google Business Profile, and maybe Instagram. Leave the Twitter, Pinterest, Snapchat and other platforms those with bloated marketing budgets – we’ll focus on the platforms where you target audience actually hangs out.
- We create an automated, strategized posting schedule. Like clockwork, you can expect a message to go out to 3 platforms twice a week. This schedule keeps your business’s messaging in front of your target audience. More importantly, Google loves it.
- We focus on posts that people actually want to interact with. Social media isn’t a place to sell – it’s a place to engage. We use blog posts, project pictures, and more to give your target audience something interesting to see.
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Want to have an easy, no-pressure chat about your digital marketing goals? Book a free strategy session today to learn more :)
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4. Automated email marketing.
I’ll let you in on a secret.
No one wants to sign up for your “newsletter” – let alone read it.
It’s not a very effective digital marketing strategy. Your potential customers likely get dozens of promotional emails every day. They don’t need another.
Email marketing for construction companies is about building a list of current or potential customers and reaching out to them when you have something of value to offer.
As a whole-hog construction marketing agency, we know how important email marketing is.
Here’s how we use it:
- First, we segment your lists. Prospective customers should obviously receive different emails than current customers. We create as many segments as you need in your business.
- Second, we set up automated follow-up sequences. You might want an automated group of emails that go out when you finish a customer’s project asking them for reviews. You might need a separate sequence that goes out to leads who fill out a form on your website, promoting your company and letting them know when they should receive a follow-up call.
- Finally, we send out email blasts when appropriate. These can go out to customers, leads, or a combination of both. With the system in place, we can easily send email blasts to your segments with whatever information they need.
Email marketing can be a great way to automate your processes, follow-up with prospects, and generate reviews.
5. Smart, results-based tracking.
None of this works without a solid analytics policy in place.
Any digital marketing agency for construction companies should lean heavily on analytics.
Why?
Because it tells you everything you need to know. It tells you what’s work in your marketing plan – and, perhaps more importantly, what’s not, and how you need to pivot.
Here’s how we use smart, results-based tracking and analytics:
- First, we define your KPIs. What’s important in your business? What constitutes a “lead?” Is it a sign up form, phone call, or something else? Furthermore, what are each of those conversion worth to your business? We define KPIs based on your unique needs and goals.
- Second, we define our KPIs. There is content to be written, published, and optimized; there are listings to find and build for your business. Based on your unique needs, we define the KPIs we need to hit in order to achieve the results you want – and, we share them with you.
- Third, we track everything. From keyword rankings, local visibility, website traffic and more, we track everything we create to see how it improves or decreases the KPIs you want to hit.
- Finally, we share everything with you in a monthly call. We’re all about transparency. Every single month, you’ll speak with an account manager to go over what’s been done, what we’re focusing on for the upcoming month, and how our marketing efforts are impacting your business.
Marketing your construction business without effective analytics is like throwing darts in the dark. Sure, you might hit the bullseye every once in a while, but you don’t really deserve to.
This Is Why We’re the Best Construction Marketing Agency For Your Business
What do you want from your construction marketing agency?
We provide:
- Transparency.
- Honesty.
- Expertise.
- Personability.
I may have invented that last word. It means “customer service.”
Bottom line, we do the following:
- Turn your website into a lead-generating machine. Five pages and a photo gallery doesn’t cut it. An effective construction website has so much more – and gets real results.
- Get you more traffic, leads, and phone calls from Google. SEO for construction companies is one of the best ways to get consistent, cost-effective, quality leads.
- Create, automate, and manage your social media marketing. An effective content marketing plan earns more viewership, higher engagement, and better conversions.
- Develop an email marketing strategy that works for you. Think automated follow-up and scheduling for leads; automated surveys and review-generation for customers.
- Track everything to show a positive ROI. In marketing, the only “cost-effective” is “profitable.” Smart analytics show you what’s working and what’s not – and where to pivot.
All wrapped up into one monthly fee.
If you’d like to learn more, schedule a free strategy session with us today.
No sales tactics or pressure – just a polite conversation about where your construction company currently is, where you want it to be, and how we think we can help.
If we both decide we’re a good fit, the proposal comes shortly after :)
