Originally published by the Capterra’s Construction Management Blog
Owning a construction company isn’t like it used to be. In the past, you could rely on word of mouth or put an ad in the paper. People used the Yellow Pages, and things seemed much simpler. In 2016, those traditional platforms aren’t enough — online advertising is now crucial to a successful construction company.
There are many things you can do to better market your company. This includes establishing credibility, having a mobile-responsive website design, optimizing your Google business profile, utilizing social media, and outsourcing when you need help.
We’ve compiled a guide to help you advertise your construction company online. Follow these five steps and let us know how you do online marketing in the comments!
1. Establish Credibility
Integrity is important in any business, but especially in construction. We’ve all heard horror stories about dishonest contractors.
A great way to establish credibility with a prospective customer is to showcase your contractor license bond. Start by sharing a surety bond definition and educate your customers on what it means to them. You could even showcase a detailed contractor license bond guide explaining how these bonds work on behalf of your customer.
Being licensed and bonded is legally required for many contractors, but placing this information where it’s readily accessible on your website signals that you’re law-abiding and honest. In addition, display any special certifications you have from associations, manufacturers, or government agencies. Make sure your clients know that you’re insured and bonded and start your relationship off on the right foot.
2. Make Your Website Mobile Responsive
With every day that passes, mobile devices become a larger part of life for many Americans. If you want your website to show in searches, it’s important to have a mobile-responsive site. These days, Google penalizes sites that are not responsive — not to mention it makes for a poor user experience.
In 2015, more than half of searches were on a mobile device. This means that having a website that’s not mobile-friendly may turn potential customers away. Not having one also means you risk not showing up on the first page of the search results.
You don’t have to be a web designer to design a great site that’s mobile responsive. WordPress and other popular content management systems offer inexpensive or free responsive templates and plugins. Plenty of construction management software also integrates with website design. If you haven’t upgraded your website, this is the year to do it.
3. Optimize for Local SEO
If you don’t have a Google My Business profile, you’re missing out on free advertising. When you have a profile, you show up on the map, in searches and on Google+. If you already have a Google My Business profile, you should optimize it (and don’t forget about Adwords campaigns!).
Start with the introduction. The length of the intro text should be at least 250 words. List the five closest cities to your listing and your top seven services or products. Next, use images taken at your verified location on a mobile phone. Make sure your phone’s location settings are turned on, so that Google will detect you.
Google My Business is just one aspect of local SEO. Place your name, address, and phone number on every page of your site and verify that it’s consistent in all of your profiles.
4. Use Social Media
Social media isn’t just a thing kids do. It’s an important part of business and marketing. You can opt for paid advertising on social media, but there are other ways to employ social media to your advantage.
First of all, it’s a good idea to develop your social profiles. The content of these profiles will allow you to appear several times in the search engine results. Taking up more of the top spots means that your competitors will appear lower in the results — which is good news for your business.
LinkedIn can be particularly good for some industries, including construction. Both residential and commercial patrons like seeing details about your company. Twitter and Facebook can be both personal and professional, but LinkedIn is a professional network, which increases credibility.
5. Enlist Some Help
Not every construction company is able to take care of all of its advertising itself. Sometimes, hiring individuals for marketing roles can be costly. Outsourcing can be the more affordable and effective way to take care of marketing. There are plenty of options, from hiring an agency to posting a freelance position on Upwork. Freelancers or agencies can take care of tasks like optimizing your website, creating graphics, and managing pay-per-click campaigns.
Advertising in today’s world may not be what you’re used to, but that doesn’t mean you can’t be successful at it.
Remember these easy steps to take to improve your advertising efforts. Use your construction bond to establish credibility, upgrade your website if you don’t already have a mobile responsive site, and optimize your local SEO. Stay active on social media — and know when to ask for help.
What’s helped you in advertising your construction business online? Share your experiences in the comments below.