Over the last few years, there have been exciting trends in the construction industry, mostly revolving around technology. With computers and mobile devices, we’re seeing an increase in efficiency. This is achieved with the use of BIM, mobile apps that can conduct site inspections, drone use to record data and even augmented reality to achieve 3D visualization of project staging.
These trends unlock a lot of interesting possibilities for future progress in construction. But there’s a key takeaway: if a construction company’s marketing strategy isn’t as cutting edge as its business processes, all the cool new gadgets and gimmicks won’t mean a thing to the bottom line.To better prepare for this brave new world, here are some of the best new technologies and strategies that construction companies of all sizes can use to improve their marketing efforts.
Join an industry association
Similar to many other businesses, sales and marketing in the construction sector rely heavily on relationships and connections. To quickly build a brand, many experts would say contractors must first organize social media accounts and maintain a constant online presence. However, equally important for those in construction is to join an industry association.
These are nothing more than online meeting places where like-minded professionals can meet to make connections and advertise their services. There are many out there in cyberspace, too. These include:
- American Concrete Institute;
- Associated Builders and Contractors;
- Construction Management Association of America;
- National Electrical Contractors Association;
- A full list can be found here.
The nice thing is that these organizations are often structured according to a specific niche of construction services.
Focus on your niche
Just like with the rise of cable TV and the internet, the niche is the new news. For construction companies, that means identifying their niche and turning it into their value propositions.
For example: Do you build great properties for a wide array of people? Or are you the best in the business at constructing metropolitan work/live properties? The latter description is far more specific, which means it has more appeal to your target audience.
By focusing on what they do best and marketing directly to their core audience is the way contractors can define their value in a crowded marketplace.
Implement a CRM solution
Even in the B2B construction world, there are more ways than ever for clients to engage with a particular company. And since the very nature of the construction business means interacting with a wide array of stakeholders, from clients to subcontractors to other companies, it’s especially crucial to implement a CRM system that can manage all these relationships.
But not all CRM solutions are created equal. Choose one without adequate functionality and contractors will get incorrect sales forecasts, lead duplication and poor data quality. So to start, clearly define goals. Outline the profit and revenue growth the company would ideally like to see and then choose a CRM system with these features:
- Marketing campaign automation;
- Sales funnel management;
- Customer engagement monitoring; and
- ROI tracker.
An updated list of the best CRM software options for construction companies can be found here.
Use visual and interactive media
The easiest way for contractors to see a greater return on marketing is to meet their audience where they already are. In today’s age, that means relying heavily on video marketing. The stats don’t lie: 85% of U.S. internet users watch videos monthly, while 54% of consumers want to see more video content from brands they support.
There are three simple ways construction companies can use video right away:
- Make promo videos;
- Livestream building progress on social media; and
- Repurpose old video presentations as website content.
Beyond that, take into account the technology the target audience uses daily. Engage them with mobile apps, touchscreen product viewings and virtual walkthroughs. Contractors can even target mobile devices with marketing messages via Bluetooth beacon technology.
Drone photography
Expanding on the visual media theme, construction marketers should consider a technological trend that is on the uptick in the construction sector: drones. According to stats, builders and engineers are using drone data to assess and monitor building sites. In fact, construction drone use in 2018 was up 239% compared to the previous year.
Since many builders are already using unmanned aircraft for data-gathering, it takes little more effort for marketers to use drone photography to showcase a site’s progress. And presenting these high-quality aerial photos to the target audience is great to showcase a company’s results.
Conclusion
Beyond these best practices, there are more creative ways for construction companies to market themselves. Giving back to charities such as Habitat for Humanity, sponsoring local businesses and/or sponsoring little league teams is a great way to boost brand awareness in the communities they serve.
