These days, most people look for businesses and service providers through a quick internet search. That’s why every company must have a strong online presence, regardless of which sector they belong to. One might think that online marketing would not benefit construction companies and home builders. But that’s not true. Using digital marketing strategies, builders can help people learn about their services, attract more customers, and increase their foothold in the market.
1. Creating targeted ads with pay-per-click (PPC)
A popular type of online advertising strategy used extensively in recent years is pay-per-click. In this advertising model, companies pay a specific amount of money to publishers every time an internet user clicks on their ads on search engines, websites, and social media platforms.
The amount a company pays the publisher for each click is quite small compared to the long-term benefits it offers. For example, a company may only spend about $3 for a click but will likely make a $300 sale because of it. Statistically, this option has proven effective for construction companies and home builders to generate immediate results and connect with potential customers looking for construction services online.
Construction companies that don’t have expertise in PPC advertising can sign up with a digital marketing agency that will create and manage their campaigns. The agency can help create campaigns that are tailor-made for the company’s target audience by using relevant keywords and optimized ad copy. Tailor-made PPC campaigns ensure the targeted ads appear prominently on search engine results pages. When a construction company’s ad appears higher on results pages, its chances of attracting leads increase, optimizing return on investment (ROI).
2. Employing email marketing to promote builder services
Among the many digital marketing solutions available, email marketing stands out for its ability to generate leads and provide a higher ROI. Studies show that this strategy has a 4200% success rate, meaning companies will likely make around $42 for every dollar spent. Email marketing enables builders to nurture leads into full-fledged customers and also maintain relationships with current clients.
Home building companies can provide people with handy information regarding several topics by sending targeted emails. This includes:
- The process of building a new home
- Things to look for in a new construction company
- What comes next after the building job is done
- Answers to other FAQs
- Insights into the company’s core values, work process, and client testimonials
While email marketing has several benefits, it must be done right. Builders must ensure the emails have compelling subject lines and are sent at the right time and to the right audience.
3. Using social media marketing to boost engagement
Another digital marketing strategy construction companies can consider is social media marketing. Social media platforms are filled with a large potential audience base for builders. Creating and publishing posts regularly on these platforms can help the brand engage with potential customers, increase traffic on its website, and, over time, build awareness about its services online. That said, one would need to create interesting, educational, and intriguing social media posts and run targeted ad campaigns. Assessing campaign results and actively managing social media accounts is also important.
4. Creating an attractive and informative website
A website is a company’s face on the internet. Most social media posts, targeted ads, and emails end up redirecting potential customers and existing clients to landing pages on the official website. That’s why making a website that creates a lasting impression is vital. The site must provide clear information about the builder’s best projects, services provided, and customer testimonies to build trust and credibility. More importantly, it should make it easy for visitors to contact the brand for their construction project requirements.
Contacting a digital marketing agency might be a good idea for creating a website. The agency can use its design expertise to make visually appealing, platform-agnostic, mobile responsive, and user-friendly websites for builders. They will also likely take on the responsibility of constantly updating the website, which can be time-consuming otherwise. Most famous builders across the country have a vibrant and up-to-date website, which gives them an edge over their competitors.
5. Targeting through OTT platforms
Studies have found that more than half the over-the-top (OTT) platform users do not mind ads while streaming their favorite shows or movies, especially if it means getting access to the service for a low cost or for free. Since these platforms have a massive subscriber base, builders can reach a wide audience through OTT ads.
A particular benefit of OTT video ads is that they let the brand be more innovative and create an emotional connection with the target audience. Even if the ad plants a seed of curiosity regarding the builder company among a small percentage of users, the engagement and conversion rates will be considered positive.
6. Increasing company visibility with SEO
Construction companies can create endless ads and promotions, but all their efforts would ultimately be futile if the content does not rank high enough on search engine results pages. To ensure the rank is high, digital marketing agencies employ Search Engine Optimization (SEO) experts. These professionals use their analytical tools and years of expertise to increase the ranking of the content on search engine result pages (SERPs).