The pandemic might have slowed down the construction industry’s momentum last year, but it’s poised to make up for lost time this year. Despite the limitations caused by COVID, the housing market was surprisingly robust. We expect this resilience to continue in 2021, and many developers are gearing up to build millions of housing units this year.
While the design and construction industry has always been competitive, general contractors and builders are expecting it to become even more intense. The ongoing health and economic crisis and technological innovations will change the industry’s landscape. Digital marketing will become even more critical.
These digital marketing trends in the construction industry will prove invaluable to your company and ensure you remain in the game.
Email Marketing Remains Relevant
Email blasts have always been a staple in the marketing strategies of small businesses. It’s an effective way of growing your database, taking care of leads, and keeping in contact with current clients. A short email is enough to introduce new offerings, emphasize existing deals, update clients, and essentially remind people about your brand.
More personalized emails will be one of the anticipated digital marketing trends in the construction industry. Consumers today don’t like generic emails. They want personalized messages with useful content. Construction companies should take notice of how Netflix does their email blasts. Not only do they address the recipient by name, but the videos they recommend are chosen based on the user’s preference.
You can adapt this to your construction business quickly. For instance, you can send a monthly newsletter detailing any developments or updates about the industry. Meanwhile, you can also send your mailing list weekly emails about special deals, discounts, or contests you’re sponsoring.
Paid Ads Will Pay Off
Google and major social media platforms like Facebook have robust targeting tools that construction companies should utilize. You should set a good portion of your marketing budget to ad targeting and paid ads.
Companies can pay top social media platforms to have their ads appear on a specific user’s newsfeed or search results. These platforms have powerful targeting tools that let you expand or narrow down your demographic based on their location, user preferences, income, or job.
The precise audience selection will ensure you reach the market that matters. For instance, you can start with geo-targeting, and the platform will show your ad to people inside the location you chose. This means the people who will see your ads are the ones you can reach and provide your service, helping your company save time and money.
Optimization Is Key
If you’re pondering how to get traffic to your website fast, look at how fast your site is. Your company’s website is the hub of all your digital marketing strategies. It’s why you have to expend resources to ensure it has a compelling and well-thought design. It should also be fast and responsive. You only have seconds to pique a consumer’s interest, and if your website takes too long to load, you can kiss that prospect goodbye.
Optimize your website for easy access to information. The client or prospect should find critical information, like contact details, business hours, services, and product listings on your website effortlessly. One way to do this effectively is to add key page links to your website’s header.
Content Is Still King
Content marketing’s mantra remains relevant now as it did before. Content is still royalty as far as social media marketing is concerned. What is social media marketing? It refers to the use of websites and social media platforms to promote a service or a product. It’s one of the top digital marketing trends in the construction industry. Statistics show that 75% of design and construction companies use social media to promote themselves.
Content encompasses a lot of forms. They can be blog posts, podcasts, infographics, and articles. The latter two are often used in the construction industry since they’re catchy and informative. Where you post your content and how often are also critical. Facebook and Instagram remain the top social media platforms. Pinterest is also a great tool for construction companies, so brush up on your Pinterest marketing strategies.
Video Marketing Is Gold
Video is and will remain a goldmine for the foreseeable future. People love visuals. It’s why YouTube is the go-to channel when you want to learn something and the reason behind the popularity of infographics. You retain information faster when you see it than when you read it.
The construction industry has embraced video marketing in all its forms and is expected to push the envelope further this year. You can use video to share testimonials or showcase a project. It’s actually how the construction and housing market thrived in 2020. Consumers might not be able to go out, but they can still do virtual tours or watch product demonstrations.
You can also integrate video in your other marketing strategies, like webinars. You can record a webinar you conducted, post it on your page, and voila! You have new content and a reliable lead generator.
Did you like reading about digital marketing trends? Then you will also enjoy reading about paid media and how to make it work.
Make your presence known with Tulumi Digital Marketing. We are a full-service marketing agency that specializes in helping small businesses hit their mark and grow.