In the construction world, marketing might be the last thing on your mind—that is, until you’re struggling to secure jobs. When that happens, marketing your business probably becomes your top priority.

Whether you’re a one-person show or have a dedicated construction marketing department, this industry has its own set of hurdles. From on-the-job hazards to competing with other firms for major projects, it’s crucial to keep your marketing strategy active and prevent competitors from snatching all the local jobs. So how can your construction company stand out? Here are 11 construction marketing strategies to help you outpace the competition and secure more projects.

1. Make Your Phone Number Impossible to Miss

In certain industries, phone calls are essential, and construction is definitely one of them. Whether it’s a homeowner seeking help with a kitchen renovation or a large developer searching for a firm to handle big projects, leads won’t contact you if it’s too difficult.

To maximize calls, connect your easily manageable phone number directly to your company name across all platforms: Google searches, billboards, supermarket flyers – everywhere.

I searched “construction companies in Boston” and three listings popped up immediately. All three had numbers linked to their listings, but only Sula Valley displayed theirs clearly at the top left corner of their website.

Clicking through to their Facebook page, I immediately found their number in the “About” section.

This company exemplifies how to do this effectively. Make sure your number is easily visible at the top of your website, linked to all branded materials on external sites and social media, and, of course, have someone ready to answer and follow up on those calls to capitalize on potential business.

Evaluate your directory listings with this free business listings grader from LocaliQ.

2. Utilize Google Local Service Ads

While standard Google Search and Display ads are recommended, construction marketing benefits greatly from Google’s local services ads. Why? It’s tailored for your industry! When set up correctly, your service ad, complete with a “Google Guaranteed Badge” and a direct link to your phone number, will appear prominently when someone searches for “construction company near me”.

“A fantastic feature is that you pay only for leads, not per click,” says Matt Bermudez, marketing manager at Yael Consulting.

An endorsement from Google, prime placement in search results, easy call access for leads, and a pay-per-lead model—what’s not to love?

3. Create a User-Friendly Website

Did you know 63% of customers primarily use a contractor’s website to find and interact with them, and 30% won’t even consider a business without a website, according to Blue Corona?

A visually appealing, straightforward, and easy-to-navigate website that provides information without overwhelming or deterring visitors is essential for construction marketing success.

Killian Construction Co.’s website is a great example. The overall experience is positive, featuring a clean and visual homepage with simple navigation tabs containing all the essential information a lead would seek. The contact section is prominently placed in the top left corner.

Another excellent feature of Killian’s website is the slideshow highlighting their portfolio, offering potential clients a glimpse of their past projects.

4. Implement Precise Audience Targeting on Social Media

The popularity and extensive use of social media are no secret. In fact, JBK reports that 75% of construction companies now utilize social media for business promotion. This presents both an opportunity and a challenge. While there are more avenues to promote your construction business, standing out in a crowded digital space can be tough.

The beauty of platforms like Facebook and Instagram lies in their highly specific targeting capabilities. Start by defining your target location.

Next, consider your target audience. What are their income levels, interests, and behaviors? Perhaps you have multiple target audiences, and crafting specific campaigns tailored to each makes sense. The options are vast, so experiment to discover what works best. Soon, you’ll be communicating directly with your target audience, generating more leads, and securing more jobs through strategic social media engagement.

5. Maintain Relationships with Past Clients

Building your audience also means nurturing your existing one. Encourage past customers to return for more. Whether it’s a small residential job from last year or a large commercial project completed several years ago, a positive experience warrants checking in with past clients to see if they have any new needs.

“Following up with past customers a few months after a job, just to check in and see if you can assist with anything else, is a great practice,” says Jonathan Weinberg, founder and CEO of Builder Prime. “Customers appreciate the follow-up, and it can often lead to more business.”

Nurturing these relationships is a smart construction marketing strategy. Not only does it keep your existing clients happy, but it can also generate new business through referrals!

6. Captivate with Video Content

With video consumption accounting for one-third of all internet activity and driving a 157% increase in organic search traffic for businesses, it’s a marketing force you can’t ignore! This is especially relevant for a visually-driven industry like construction. Beautiful projects are often the result of construction work, so why not showcase them through engaging video content?

Video also injects personality into your brand. Whether it’s a project showcase, a time-lapse of the construction process, or a fun company culture video highlighting your team’s personalities, video makes your company more relatable and helps build your audience.

Check out this great example: a short Facebook video from S+H Construction, where one of the co-founders expresses her pride in the company’s 40 years of growth. Inspiring!

7. Put Your Employees in the Spotlight

Construction marketing is difficult not only because of fierce competition but also because you need to earn your leads’ trust before they even consider becoming customers. We’ve all heard construction horror stories, making trust even harder to gain in this industry.

That’s why showcasing the human side of your business is crucial. Featuring your team in your marketing campaigns allows potential clients to see the people behind the brand. This personal touch builds familiarity and trust in your offerings.

Incorporate a human element into every marketing campaign. It can be as simple as featuring your team on your homepage, like McCormick Home Solutions does.

Grogan Building Supply takes a different approach, regularly posting photos of their employees on Instagram to celebrate work achievements or birthdays. People connect with these human touches, fostering a sense of connection and building trust in your business.

8. Make Reviews and Testimonials a Priority

Building on the importance of trust, nothing beats letting your happy clients speak for you. In the construction industry, positive reviews across multiple platforms are non-negotiable for building trust with potential customers. It’s often the first thing new leads will look for when researching your business.

So, how can you ensure you have all your bases covered regarding reviews? Here’s a starting point:

• Feature customer case studies and testimonials on your website.
• Ensure reviews are enabled for your Google and paid search campaigns.
• Manage your online reputation on platforms like Yelp, Google Reviews, Angie’s List, etc.
• Encourage satisfied customers to write reviews on all major platforms (incentivize them with rewards or raffles).
• Create customer testimonial videos for promotion across your social media channels.

Once you’ve gathered these valuable testimonials, make sure to guide your leads towards them!

9. Create an Informative Blog

When construction marketers hear “blog,” they might think of food, fashion, or even general business blogs. But a “construction blog”? Is that even a thing? Not only is it a “thing,” but it’s a highly effective way to establish expertise and attract more customers.

“People do extensive research in this industry,” says Jorge Fontan, owner of Fortan Architecture. “A website that serves as a resource can attract potential clients who specifically want to work with you after benefiting from the information you provide.”

Blogging about construction-related topics not only positions you as a knowledgeable authority but also strengthens your website’s quality, driving organic traffic and boosting SEO. The advantages of a robust, informative blog for construction marketers are truly numerous!

10. Explore Guerilla Marketing Tactics

We’ve focused heavily on the digital realm of construction marketing, but don’t underestimate the power of real-world, in-person marketing experiences within your community.

Guerilla marketing is a fun way to step away from the computer screen, unleash your creativity, and often the most effective way to attract new clients. Try a classic approach like placing signs at your current job sites, or think outside the box with a flash mob performing “Brick House” at a local hardware store. Whether you prefer to play it safe or experiment, the possibilities with guerilla marketing are endless. For inspiration, nexus-security has a fantastic post titled “20+ Jaw-Dropping Guerilla Marketing Ideas.”

11. Collaborate with Similar Businesses for Co-Marketing Campaigns

Last but not least, elevate your construction marketing efforts by partnering with complementary businesses for cross-promotion, exposing your company to a whole new audience.

“Co-marketing takes various forms depending on whether it’s B2B or B2C, product- or service-focused, or involves new startups or established brands,” says Braveen Kumar from Shopify. “However, with a bit of creativity, you can connect with a partner brand to amplify the impact of both your marketing initiatives.”

So, what are the best co-marketing partners? Think about your target audience’s other shopping habits and needs. Here are a few guidelines for establishing strong partnerships that lead to impactful co-marketing campaigns:

• Collaborate with businesses that share a similar target audience but are not direct competitors.
• Ensure the potential partner has a sizable audience.
• Seek partnerships where you can offer something valuable in return. Teamwork makes the dream work!

Now that you’re armed with these construction marketing secrets, we’re excited to see the influx of new projects coming your way! Keep us posted on your construction marketing endeavors in the comments below.