What is the best marketing strategy for a construction company?

Marketing for construction firms has evolved considerably over recent decades.

Agile digital strategies now play a crucial role in attracting clients, building credibility, and strengthening strong commercial relationships.

A marketing strategy for a construction company is now likely to include a range of different tools and techniques, with video playing an increasingly important role.

Indeed, well-rounded marketing strategies for construction industry companies will incorporate multiple approaches to maximise visibility and build relationships.

Here’s a brief look at some of the most effective construction marketing strategies:

Showcasing expertise with video marketing

The construction industry thrives on visual proof, and video provides an accessible and engaging way to showcase completed projects and highlight expertise.

High-quality video footage can play a key role in a balanced marketing strategy for construction business companies.

Video content will typically be used for:

Project showcases

Highlight your completed projects featuring before and after footage, drone shots, and time-lapse videos.

Client testimonials

The construction industry is built on successful partnerships, and companies who can demonstrate a strong record of delivery are always in demand.

Interviews with satisfied clients build credibility and strengthen trust.

Behind-the-scenes content

Behind-the-scenes content can give potential clients insight into the construction process, educating them about the work involved and fostering transparency.

Lives streams and Q&A sessions

Live video discussions can provide real-time engagement with prospective clients and industry partners.

Construction companies are also creating educational content, and forming partnerships with industry influencers, as well as utilising paid advertising on social media to reach their target audience.

Website optimisation

Any successful digital marketing strategy for construction company businesses will be built on a well-designed and user-friendly website.

In the past, construction company websites had a reputation for being utilitarian, but that has changed over recent years.

A well-designed site should include engaging visuals, easy navigation, and mobile optimisation.

Search Engine Optimisation (SEO) is essential to enhance visibility and to ensure your website is found by your target audience.

Video content can play a significant role in supporting an SEO strategy because Google prioritises pages with high-quality, relevant content.

Best practices for using video content on your website include:

- Embedding project videos and testimonials on key landing pages
- Optimising video titles, descriptions, and tags, with relevant keywords
- Adding captions and transcripts to improve accessibility and search ranking
- Using YouTube and other video platforms to drive traffic back to your website

Getting the most from social media

Social media is a highly-effective marketing tool across industries, and the construction industry is no different.

Any marketing strategy in the construction industry will need to give some thought about how to get the best from social media.

Increasingly, social media is becoming video-driven.

Platforms like Instagram and TikTok are designed for hosting video content, but video content also performs well on Facebook and LinkedIn.

Strategies for using videos in social media might include:

- Posting time-lapse construction projects to demonstrate how a project progressed
- Using Instagram reels and TikTok, for short-form, engaging and human content to reach different audiences
- Using LinkedIn to reach professional audiences with industry insights, case studies, and company updates
- Running paid video ad campaigns to reach target audiences

Local SEO and Google My Business

Local visibility is essential for construction companies, with clients searching for services nearby.

Google My Business (GMB) allows businesses to feature videos, which when properly optimised, can help them stand out in search results.  

Typically, this might include uploading promotion and project showcase videos to GMB profiles, with location-based keywords included in video titles and descriptions.

High-quality video content for construction companies from Eight Engine

Eight Engines is a leading video production company in the North West of England.

We work with clients from different industries in Manchester and beyond, creating compelling, professional, and persuasive films that engage and inspire your target audience.

We can help you develop video content that supports your overall marketing strategy and generates the maximum return on investment.

Contact us today to find out how video can transform your construction company marketing strategy.

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