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  • Writer's pictureCheri Woodsmall

Critical Things to Consider When Developing A Commercial Construction Marketing Plan

Marketing a commercial construction company to potential clients requires a well-planned strategy that shows the company's expertise, capabilities, and unique value proposition. Here are some strategies to effectively market your company to business owners, architects, engineers, government agencies and potential subcontracting partners.


DEVELOP A STRONG BRAND IDENTITY


Create a unique logo, company tagline, and consistent visual branding elements. This will help potential clients easily recognize and remember your company. This is a crucial step in marketing your commercial construction company as it sets the tone for how your business is perceived in the market. Here are some key elements to consider:


Logo: Your company's logo is often the first thing potential clients see, so it's important to make a strong impression. Work with a graphic designer to create a logo that is unique, memorable, and reflective of your company's values and services.


Tagline: A tagline is a short, catchy phrase that encapsulates your company's mission or value proposition. It should be simple, memorable, and unique to your business. For a construction company, it could reflect your commitment to quality, timeliness, safety, or customer service.


Color Scheme and Typography: The colors and fonts you choose for your brand should be consistent across all your materials, from your website and social media profiles to your business cards and signage. Colors can evoke certain emotions and perceptions, so choose ones that align with the image you want to project. Typography, or your chosen fonts, should be legible and professional.


Brand Voice: Your brand voice is the tone and style in which you communicate with your audience. It could be formal and professional, friendly and approachable, or informative and authoritative, depending on your target audience and company culture.


Imagery: The images you use in your marketing materials should reflect your brand's identity and the quality of your work. This could include photos of your completed projects, your team at work, or other related images.


Company Culture and Values: Your brand should reflect your company's culture and values. This includes your approach to customer service, your commitment to safety and quality, your business ethics, and how you treat your employees.


Consistency: It's important to maintain consistency in your brand identity across all platforms and touchpoints. This not only includes visual elements but also the quality of service you provide, the way you interact with clients, and the messages you communicate.





BUILD A PROFESSIONAL WEBSITE


Your website is the first thing prospective clients will see when they search you on Google. It's important that this be a polished, professional layout that speaks to who you are as a company and showcases your brand image in a positive light.

Website Design and Layout: The design and layout of your website should be clean, professional, and easy to navigate. It should reflect your brand's identity in terms of color scheme, typography, and imagery. It's also important to ensure that your website is mobile-responsive, as many potential clients will be accessing your site from their smartphones or tablets.


Home Page: This is the first page visitors see when they land on your website. It should clearly communicate who you are, what you do, and how you can benefit your potential clients. Consider highlighting your unique selling points and showcasing some of your most impressive projects.


About Us Page: This page should provide more detailed information about your company, including your history, values, mission statement, and team members. It's a chance to tell your company's story and build a personal connection with potential clients.


Services Page: Detail the services you provide, such as new construction, remodeling, or specialized construction services. Be sure to describe each service in enough detail to answer potential clients' questions and showcase your expertise.


Projects or Portfolio Page: This is where you showcase your past projects. Include high-quality photos and descriptions of each project, highlighting the challenges you faced and how you overcame them. Potential clients will often look at this page to gauge the quality of your work and to see if you have experience with projects similar to theirs.


Testimonials and Reviews Page: Positive reviews and testimonials from previous clients can significantly impact a potential client's decision to hire your company. If possible, include the client's name and photo to add credibility.


Contact Us Page: Make it easy for potential clients to reach out to you. Provide multiple methods of contact, such as phone, email, and a contact form. Also consider including your physical address, hours of operation, and social media handles.


Blog or News Section: Regularly publishing articles or news updates can help establish your company as an industry leader. Topics could include construction trends, tips, company updates, project highlights, or case studies. And remember, Google LOVES new content, so keep it fresh, informative and fill it with high-quality content.


Search Engine Optimization (SEO): Optimize your website's content and meta tags with relevant keywords to improve its visibility on search engine results pages. This can help attract organic traffic to your site.


Website Speed and Security: Ensure your website loads quickly and is secure (HTTPS) to provide a positive user experience and protect your site visitors' data.


In today's digital world, your website is often the first impression potential clients have of your company. Therefore, it's crucial to invest in a professional, informative, and user-friendly website that effectively communicates your company's expertise and value proposition.


LEVERAGE THE POWER OF SOCIAL MEDIA


Leveraging social media is a powerful tool in marketing a commercial construction company. Here's how you can maximize its potential:


Identify the right platforms: Not all social media platforms will be relevant for your business. LinkedIn is a great place to start because it's focused on professional networking. Instagram and Facebook can also be beneficial for showcasing visual content like project progress, completed projects, and your team.


Create and share engaging content: Use your social media platforms to share a mix of content that can range from project updates, client testimonials, behind-the-scenes peeks, and informational content related to your industry. Videos, images, and infographics tend to be more engaging than text-only posts.


Showcase your work: Social media is a great way to showcase your completed projects. High-quality photos and videos can give potential clients a visual understanding of what your company is capable of.


Engage with your audience: Respond to comments, like and share posts from your followers, and participate in relevant discussions. Regular engagement can help build relationships with your audience and increase your brand visibility.


Promote company news and updates: Use social media to share news about your company, such as awards, new hires, new projects, and company milestones. This helps keep your audience informed and engaged with your company's progress.


Use hashtags and geotags: Use relevant hashtags and geotags to increase the discoverability of your posts. This can help attract new followers who are interested in your industry or local area.


Post regularly: Consistency is key on social media. Posting regularly keeps your audience engaged and helps to increase your visibility. However, ensure the content you post is relevant and adds value to your audience.


Create a content calendar: Planning your content ahead of time can help ensure you have a consistent posting schedule and a good mix of content types. This also helps you strategically align your social media content with any promotions, events, or important dates.


Monitor and analyze your performance: Most social media platforms provide analytics tools that allow you to track the performance of your posts. Use this data to understand what type of content resonates with your audience and adjust your strategy accordingly.


Paid Ads: Consider leveraging paid advertising options on social media platforms to reach a larger or more targeted audience. This can be especially effective when you have specific promotions or when you want to quickly increase your brand visibility.


Remember, social media is not just a platform for promoting your business; it's a two-way communication channel that allows you to engage with your audience and build relationships. Therefore, it's essential to regularly interact with your followers and provide valuable content, rather than just using it as a sales tool.





CREATE HIGH-VALUE CONTENT WITH CONTENT MARKETING


Content marketing is a powerful strategy for attracting and engaging potential clients. It involves creating and sharing valuable, relevant content to inform, engage, and build trust with your audience. Here are some steps to develop an effective content marketing strategy for a commercial construction company:


Understand your audience: Before creating content, it's essential to understand who your audience is. What are their needs, concerns, and interests? What kind of information are they seeking? Understanding your audience will help guide the kind of content you create.


Develop a content plan: Identify the types of content that will resonate with your audience and plan out when and where you will publish this content. Your content plan should align with your overall marketing strategy and goals.


Blog Posts: Regularly publishing blog posts on your website is a great way to share your expertise and provide valuable information to your audience. Topics could include construction trends, project updates, tips for selecting a contractor, and more.


Case Studies: Showcase your completed projects with detailed case studies. Describe the client's needs, the challenges you faced, how you overcame them, and the final results. This can help potential clients understand your process and see the quality of your work.


Videos: Videos can be highly engaging and are a great way to showcase your work. Consider creating project walkthroughs, interviews with team members, or videos that explain different aspects of the construction process.


E-books and Whitepapers: These are more in-depth pieces of content that can provide valuable information on a specific topic. They can be used to demonstrate your expertise and are often used as lead generation tools.


Social Media Content: Share your blog posts, case studies, and videos on your social media platforms to reach a larger audience. Also consider creating content specifically for social media, such as short video clips, infographics, or photos of your projects.


Newsletters: Regular email newsletters can help keep your company top-of-mind for potential clients. Include updates, recent blog posts, or other relevant content.


SEO Optimization: Ensure your content is optimized for search engines by including relevant keywords, using proper headings, and including meta descriptions. This can help improve your website's visibility on search engine results pages.


Analyze and Adjust: Use analytics tools to track the performance of your content and understand what resonates with your audience. Use this information to adjust your content strategy and improve your results.


Remember, the goal of content marketing is not to directly sell your services, but rather to provide value to your audience, build your brand's reputation, and establish your company as an industry expert. By consistently providing high-quality, relevant content, you can attract and engage potential clients and ultimately guide them towards choosing your company for their construction needs.


NETWORKING IS KEY


To some, networking is like going to the dentist. You hate doing it, but you know it's good for your dental health and hygiene. It's no different with networking and promoting your business in your community. Networking activities can help you expand your reach, enhance your reputation, and ultimately generate more business. Here's how to approach them:


Attend Industry Events: Industry conferences, trade shows, and networking events provide excellent opportunities to meet potential clients, subcontractors, suppliers, and other industry professionals. Be prepared to introduce yourself and your company, discuss what you do, and exchange contact information.


Participate in Local Business Groups: Join local business associations, chambers of commerce, and other professional groups. These organizations often host networking events and can provide valuable resources and exposure for your company.


Form Strategic Partnerships: Consider partnering with related businesses that offer complementary services. For instance, you might partner with a local architectural firm, a real estate development company, or a materials supplier. These partnerships can lead to referral opportunities and collaborative marketing efforts.


Engage with Local Educational Institutions: Establish relationships with local colleges and trade schools. You could offer internships or apprenticeships, speak at career days, or sponsor school events. This can help build your company's reputation and potentially lead to future hires.


Participate in Online Networking: Join online forums and social media groups related to the construction industry. Participate in discussions, share your expertise, and build relationships with other members.


Sponsor Events and Charitable Causes: Sponsor local events, charity runs, or community initiatives. This not only demonstrates your company's commitment to the community but also provides exposure for your brand.


Stay Connected: After meeting someone, make sure to follow up and stay in contact. This could be as simple as sending an email, connecting on LinkedIn, or inviting them for a coffee chat. Building relationships takes time and consistent effort.


Provide Excellent Service: One of the best ways to generate new business is through word-of-mouth referrals from satisfied clients. Always strive to exceed your clients' expectations, and don't be afraid to ask for referrals when a job is done.


Remember, the goal of networking and forming partnerships is to build long-term relationships that benefit all parties involved. Be genuine, provide value, and show interest in others, rather than just focusing on what you can gain. By doing so, you'll be more likely to build strong, mutually beneficial relationships that help grow your business.





UTILIZE THE POWER OF SEO


SEO, or Search Engine Optimization, is a critical digital marketing strategy for any business, including a commercial construction company. It involves optimizing your online content so that a search engine likes to show it as a top result for searches of certain keywords. Here are some steps to effectively use SEO:


Keyword Research: This is the first step in SEO. Identify the relevant keywords that potential clients might use to search for the services you offer. Tools like Google Keyword Planner, SEMRush (a Woodsmall Marketing Group preferred partner!), and Ahrefs can be helpful for this.


On-Page SEO: Once you've identified your keywords, incorporate them into your website's content, meta descriptions, URLs, and alt tags. However, make sure the usage is natural and doesn't detract from the readability of your content.


Quality Content: Creating high-quality, informative content that includes your target keywords is essential. This not only helps with SEO but also establishes your company as an industry expert. PRO TIP! Don't fill pages just to fill pages. Google will operate under the assumption that these are all duplicate pages and you will absolutely TEAR through your search budget. NOT GOOD. High-quality content is KEY.


Local SEO: As a commercial construction company, you'll likely be operating within a specific geographic area. Make sure to optimize your website for local search by including your location in your keywords and signing up for Google Business Profile Manager (formerly, Google My Business).


Link Building: Links from other websites to your own (backlinks) can greatly improve your SEO. This can be achieved through guest blogging, partnerships with other businesses, or by creating valuable content that others want to link to. WMG utilizes SEMrush's amazing link building tools for our clients, which produce great results and high-quality backlinks.


Technical SEO: This involves optimizing the backend of your website, like site speed, mobile responsiveness, site architecture, and more. A technically sound website is favored by search engines and provides a better user experience. Utilize Google Search Console and Google Analytics to measure success.


Regular Monitoring and Adjusting: SEO isn't a one-time thing; it requires regular monitoring and adjusting. Use tools like Google Analytics to monitor your website's traffic, see what keywords are bringing people to your site, and understand which pages are most popular. Adjust your strategy based on these insights.


Hire an SEO Expert: SEO can be complex, and it may be beneficial to hire an SEO expert or agency, like Woodsmall Marketing Group. We can conduct an SEO audit of your website, develop a comprehensive strategy, and handle the ongoing tasks required for optimization.


Remember, SEO is a long-term strategy, and it can take time to see results. However, it's well worth the investment, as improving your visibility on search engines can significantly increase your website traffic and attract more potential clients.


LEVERAGE ONLINE DIRECTORIES AND REVIEW SITES


This tactic can be a powerful strategy to improve your online presence, build credibility, and attract potential clients. Here are some ways to do so:


Claim Your Business Listings: Start by claiming your business listings on popular online directories and review sites. This might include Google Business Profile, Yelp, Angie's List, Yellow Pages, and industry-specific sites like the Blue Book Network for the construction industry. Make sure your information is accurate and consistent across all platforms.


Complete Your Profiles: Fill out your profiles on these sites as completely as possible. Include your business name, address, phone number, website, hours of operation, and a description of your services. Add photos of your completed projects if possible.


Google Business Profile: Google Business Profile is particularly important as it can significantly improve your visibility in local search results. Make sure to regularly update your profile with new photos, posts, and business updates.


Ask for Reviews: Encourage your satisfied clients to leave reviews on these sites. Positive reviews can greatly enhance your reputation and make potential clients more likely to choose your company. Respond to all reviews in a professional and timely manner, and address any negative feedback constructively.


Use Reviews in Your Marketing: You can also use positive reviews in your other marketing efforts. For example, you might highlight positive testimonials on your website or share them on your social media platforms.


Monitor Your Listings: Regularly monitor your listings to ensure the information remains accurate and to respond to reviews. Some platforms allow you to set up notifications for new reviews or updates.


Industry-Specific Directories: In addition to general business directories and review sites, consider listing your company on directories specific to the construction industry. This can help you reach a more targeted audience.


Remember, the goal of leveraging online directories and review sites is not just to improve your online presence but also to build credibility and trust with potential clients. Always represent your business professionally, and strive to provide excellent customer service that will result in positive reviews.


OFFER EXCEPTIONAL CUSTOMER SERVICE


Offering exceptional customer service is critical for any business, and it's especially important in the commercial construction industry where projects often involve significant investments of time and money. Here are a few easy ways you can offer exceptional customer service:


Clear Communication: Keep your clients informed about the progress of their projects. Provide regular updates and be proactive in addressing any issues or delays. Also, be responsive and make sure your clients feel heard and understood.


Reliability: Meet your deadlines and stick to your commitments. If you say you're going to do something, make sure you do it. This builds trust and shows your clients that they can rely on you.


Quality Work: Deliver high-quality work that meets or exceeds your clients' expectations. This includes not only the construction work itself but also all interactions and communications with your clients.


Transparency: Be transparent about costs, timelines, and potential challenges. If problems arise, address them honestly and directly. Offer solutions rather than excuses.


Respect: Treat your clients with respect. This includes respecting their time, their property, and their decisions. Show appreciation for their business and make them feel valued.


Problem-Solving: Be prepared to solve problems. Every construction project will encounter challenges along the way. How you handle these challenges can make a big difference in your clients' overall experience.


Post-Project Follow-Up: After a project is completed, follow up with your clients to make sure they're satisfied with the work. Ask for feedback and address any concerns they may have. This shows that you care about their satisfaction even after the job is done.


Personalization: Treat each client as an individual and personalize your service to meet their unique needs and preferences. This can help you build stronger relationships and make your clients feel special.


Remember, exceptional customer service can set your company apart from the competition and turn satisfied clients into loyal, repeat customers. It can also lead to positive reviews and referrals, which can greatly benefit your business. Always strive to go above and beyond in serving your clients.





IMPLEMENT A STRONG EMAIL MARKETING STRATEGY


Email marketing is a powerful way to stay in touch with your clients, nurture leads, and promote your services. It's cost-effective, personal, and allows for direct communication with your audience. Here's how to implement email marketing for your firm:


Build Your Email List: Start by building your email list. You can collect email addresses from clients, website visitors, and people who interact with your company at trade shows or networking events. Make sure to get their permission to send them emails.


Segment Your List: Not all your subscribers will be interested in the same content. Segment your list based on criteria such as past projects, interests, or where they are in the sales funnel. This allows you to send more personalized and relevant content.


Email Content: Decide what type of content you'll send. This might include company updates, industry news, promotional offers, or helpful resources. Whatever you choose, make sure it's valuable to your subscribers and not overly promotional.


Design and Layout: Your emails should look professional and be easy to read. Use a clean design, include your company logo, and break up text with headings, bullet points, or images. Make sure your emails are also mobile-friendly, as many people check their email on their phones.


Subject Lines: Write compelling subject lines to encourage recipients to open your emails. Keep them short, relevant, and engaging.


Call to Action: Include a clear call to action in each email. This could be a prompt to visit your website, call for a consultation, download a resource, or any other action you want the recipient to take.


Email Frequency: Decide how often you'll send emails. This might be weekly, monthly, or only when you have something important to share. Be consistent but avoid overwhelming your subscribers with too many emails.


Test and Analyze: Test different aspects of your emails, such as subject lines, send times, or design elements, to see what works best. Use email analytics to track open rates, click-through rates, and conversions, and adjust your strategy based on your findings.


Compliance: Make sure you're complying with email marketing laws, such as the CAN-SPAM Act in the U.S. or the GDPR in Europe. This includes providing a way for subscribers to opt out of your emails.


Email Marketing Software: Consider using email marketing software, like MailChimp or Constant Contact, to manage your email campaigns. These tools can make it easier to design professional emails, segment your list, automate email sends, and analyze your results.


Remember, the goal of email marketing is to build relationships and provide value to your audience, not just to promote your services. Always respect your subscribers' inbox and strive to send content that is relevant and valuable to them.


INVEST IN TARGETED, PAID ADVERTISING


Targeted advertising is a marketing strategy that involves identifying potential customers and tailoring your promotional efforts to reach those specific individuals. This can be done through a variety of platforms, including Google Ads, Facebook Ads, LinkedIn Ads, and more.


Identify Your Target Audience: Start by identifying your target audience. This might include business owners, property developers, architects, or other individuals or companies who might need commercial construction services. Consider factors such as industry, location, company size, and job role.


Use Targeting Options: Most advertising platforms offer a variety of targeting options. This might include demographic targeting (like age, gender, or location), interest targeting, behavior targeting, or custom targeting (like uploading a list of email addresses).


Create Relevant Ads: Once you've identified your target audience and selected your targeting options, create ads that will appeal to this audience. This might involve highlighting specific services, showcasing past projects, or offering a special promotion if you sell construction supplies as well.


Choose the Right Platforms: Different advertising platforms might be more effective for different target audiences. For example, LinkedIn might be a good choice for reaching other businesses or professionals, while Facebook could be more effective for reaching a broader audience.


Retargeting: Consider using retargeting to show ads to people who have already interacted with your company, like visiting your website or clicking on a previous ad. This can help keep your company top of mind and encourage them to take further action.


Track Your Results: Use the analytics provided by your advertising platform to track the results of your campaigns. Look at metrics like impressions, clicks, and conversions to understand what's working and what's not.


Optimize Your Campaigns: Based on your results, make adjustments to your campaigns as necessary. This might involve tweaking your ad copy, changing your targeting options, or adjusting your bid amounts.


Test Different Approaches: Try testing different approaches to see what works best. This might involve testing different ad variations, targeting options, or bidding strategies.


Remember, the goal of targeted advertising is to reach the people who are most likely to be interested in your services. This can make your advertising efforts more efficient and cost-effective. However, targeted advertising requires ongoing management and optimization to ensure you're getting the best results. It might be beneficial to work with a digital marketing agency or a professional who specializes in online advertising to manage your campaigns.





SPONSOR INDUSTRY EVENTS AND COMMUNITY INITIATIVES


Sponsoring events and community initiatives is a great way to gain visibility and goodwill in your local area or industry. It shows that your company cares about the community and can help associate your brand with positive experiences.


Identify Opportunities: Look for events or initiatives that align with your company's values and are likely to attract your target audience. This could include industry trade shows, local festivals, charity fundraisers, or community service projects.


Evaluate the Benefits: When considering a sponsorship opportunity, evaluate the benefits it will provide. This might include logo placement on event materials, mentions in press releases, the opportunity to have a booth or give a presentation, or access to attendee contact information for future marketing efforts.


Negotiate the Terms: Once you've identified a sponsorship opportunity you're interested in, negotiate the terms. Make sure you understand what you're getting in exchange for your sponsorship and that it's worth the investment.


Promote Your Sponsorship: Don't rely solely on the event organizer to promote your sponsorship. Share the news on your own marketing channels, like your website, social media platforms, and email newsletter.


Engage at the Event: If the sponsorship involves an event, make sure to actively engage with attendees. This could involve manning a booth, giving a presentation, or simply networking with attendees.


Follow Up After the Event: After the event, follow up with any contacts you made. This could involve sending a thank you email, connecting on LinkedIn, or setting up a meeting to discuss potential business opportunities.


Measure Your Impact: Try to measure the impact of your sponsorship. This might involve tracking any leads or sales that come from the event, surveying attendees to gauge their awareness of your company, or looking at website or social media analytics to see if there was a spike in traffic or engagement around the event.


Remember, sponsoring events and community initiatives is not just about gaining visibility—it's also about contributing to your community and industry. Choose sponsorship opportunities that you genuinely care about and that align with your company's values.


By implementing these marketing strategies, you can effectively showcase your commercial construction company's expertise and capabilities, attracting potential clients and fostering long-lasting business relationships.

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