Industrial building construction leads can make your business a household name in the region, whether you are a contractor or a large-scale commercial builder. However, generating leads can prove a challenge for any individual and large group in this niche.
Increasing exposure can be your first step to increasing high-quality leads and thus, boost your growth and land larger projects and contracts. This will all help you to thrive in this highly competitive industry, but for it, you will need to go over your strategies to make things work.
Lead generation strategy is something that every business owner should consider, and in it, advertising is crucial for business growth.
Your chances of attracting new business are greater if you have more people who know about your business.
If you are in doubt about how to approach it, since there are many types of advertising companies that you can look into, you can always rely on the Internet and general knowledge.
Now, keep in mind advertising is just part of the process; it won’t help you entirely unless you don’t build your brand, set standards, rely on more lead generation strategies, and work with your audience.
It is not easy to create a marketing strategy or plan. There are many things to take into consideration when marketing an industrial building construction company.
Many companies have been successful for decades in name recognition and word-of-mouth referrals. However, they now realize that this is not the best strategy or not the only one they should implement.
The problem is that consumers are moving away from relying on referrals to make a purchase decision and are trying to find options and companies themselves.
This guide will help you find new ways to market your construction business using digital and inbound marketing techniques that will adapt to current times.
Create a Mobile-Friendly Website
More than half of all Internet traffic today comes from mobile devices since Google now prioritizes mobile websites in its indexing and ranking due to how many users access them compared to those from a desktop.
Your business should be mobile-friendly for the same reason, which puts a bit more pressure on how you need to optimize your site. It is not a good idea to lose a lead simply because your website does not work on a mobile device.
Responsive design allows your website to adapt to any screen it is viewed on. It is great for websites that look great on any device, whether accessed from a desktop, smartphone, or tablet.
According to research, 63% of customers use a company website first to find and interact with them. 30% do not consider a business without a website.
A website that is attractive, easy to navigate, and does not make your leads feel overwhelmed or turned off is crucial for success in construction marketing.
It should also have a clean and visual homepage. In the upper left corner, make sure they can find the contact us section and button.
Your website should also feature slideshow highlights from your portfolio that help your leads get a sense of past projects.
Make a Blog That Is Informative
Blogging is a key part of marketing a construction company online. Your blog can be valuable for your business and your customers as you get better ranks and learn more from yourself and the industry.
Think about the information your potential clients need to know before they decide to hire a construction company. You might blog about choosing the right location for your new office building or which materials are best for building a new building.
Your blog can help people do extensive research before they start a private project. Potential clients will see you as trustworthy and competent when they realize that your blog is a valuable and informative resource.
Your audience may be more likely to work with you if you offer useful information.
CTAs (calls to action) can be used to encourage people to convert. These CTAs are included in blog posts and encourage readers to email you, sign up for your email list, or do another desired action.
When construction marketers hear the term “blog,” they might think of food bloggers, fashion bloggers, or business blogs. But “construction blog” is not possible. It is not only a “thing,” but it is also a smart, compelling way to build trust with customers and attract more.
In this industry, people do a lot of research.
Blogs on construction topics will help build your knowledge credibility and improve the quality of your website, which can lead to better SEO and organic traffic.
Create Helpful Video Content
A great addition to any lead generation campaign for a construction business is video content. This is a powerful tool for building trust with potential customers as they can see part of you, your work, and what you can give them. Consider that video can be an effective way to keep your audience interested in your site.
Sites with video content are 88% more popular than pages without it. Adding videos to your strategy can increase dwell time and improve your site’s position in search results.
There are many videos that can be made about construction topics. Here are some video marketing tips for construction companies:
- Planning construction projects: Tips.
- Information about your company, such as the history of your company.
- Keep up to date with your current projects.
- Another interesting idea is the screenshot below, a time-lapse video of a project.
Optimize Your Google My Business Listing by Claiming and Maximizing It
Google My Business is the best way to market a construction business or, more like, the main digital property you should have.
A local three-pack will appear on search engine results pages when people are looking for construction-related companies in their region. This three-pack contains information about local construction companies and a map listing where to find them.
Your company’s visibility online is greatly increased by being included in the local 3-pack. 93% of online experiences start with a search engine, and ninety-five percent of search traffic ends up on the first page.
Your chances of appearing in the top three-pack can be increased by claiming your Google My Business Listing and filling it out fully and accurately.
Choose a category to represent your business. List your name, address, contact information, and operating hours. Accepted payment forms are also included.
Write a brief introduction about your business. It should explain your products and services clearly and provide additional information about your company. You can also include relevant keywords in the description. Photos can help your GMB profile stand out from the rest.
Social Media Presence is Essential
Social media marketing is a great way to market your company and build your brand.
People will start to get to know it if you post on social media regularly and in a consistent manner. When it is time to hire a contractor for the future, they will remember your business first.
Social media platforms such as:
- Facebook.
- Twitter.
- LinkedIn.
- Instagram.
- Pinterest.
Construction firms can use all of these platforms. But it is important to only use those that reach your target audience.
What types of posts should construction companies use for social media marketing? Here are some ideas to help you market your construction company on social media:
- Facebook allows you to share your videos and blog posts on Facebook.
- Twitter: Industry news updates.
- LinkedIn allows you to share analysis of industry trends and career advice.
- Instagram: Share photos of your latest projects
Social media ads can also be a benefit to construction companies. They can be targeted to users who have certain characteristics. This is regardless of whether or not they are following your profile.
It is not surprising that social media has become so popular and widely used. 72% of construction firms now use social media to promote their business. This is both a good and a bad thing for the niche.
Although there are more opportunities and places to promote your business in construction, standing out in a crowded area can be difficult.
Next, for all this, consider your target audience. How do they compare in terms of income? What about their interests and behavior? Maybe you have several target audiences. Perhaps creating campaigns that align with their content makes sense.
There are many options, so you can explore the best ones, and you will soon be speaking directly with your target audience.
Send an Email Newsletter
Another option for marketing a construction business is email marketing.
Email marketing has a 44-dollar average return on investment for every one dollar invested.
If people are signing up for your email list is a sign that they are sales-qualified leads ready to be yours. This is because they want to keep up with your business.
Email marketing is a great method to implement because you can nurture leads and guide them to becoming clients.
Segmenting your email marketing list to send different emails to different segments is one of the best ways to use email. Your list might be segmented by industry subscribers, current clients or leads, or even their location. Each group can be sent emails that are tailored to their interests and needs.
You might have one segment that is interested in building office buildings and another that needs the construction of industrial facilities. Each segment could be sent content that is specific to their industry to ensure they receive relevant emails.
Create Highly Targeted Ads
You can target specific people with ads that highlight the service you offer. This is a more cost-effective approach than making general ads that target a large audience.
Google Ads lets you place ads on search engine result pages and other websites. It also offers precise targeting options. In-market targeting allows you to reach people who are searching online for information or pages that relate to a service.
You could, for example, target users who are researching restaurant construction online with in-market targeting to show an advertisement about restaurant construction. Make sure your number is easy to find wherever you go.
Construction is one of the few industries that require phone calls. Your leads will not be able to contact you if they have too many obstacles.
Your well-managed number should be linked directly to your company’s name, regardless of whether it is on a Google search, billboard on the street, or flyer at your local supermarket.
You want to make it easy for leads to reach you. Make sure your number is visible above the fold and tied to any other brand material. Also, ensure that someone is available to answer and follow up on incoming calls.
Keep In Touch with Customers to Nurture Them & Build Trust
Building your audience means you also need to keep in touch with those who have done businesses with you before. I’m talking about encouraging past customers to choose you once more for their projects.
It does not matter if it was a small job that you did last year for a small business or a large commercial construction project that you completed many years ago. If your customer experience was positive, it might be worth asking if there are any future needs they do not have the time to address.
You should follow up with your customers a few months after you have completed a job to see if they need any assistance. It will impress the customer that you called and could lead to more business.
It is a great strategy for building relationships. It will make you happy, but it could also help you get new projects through referrals.
Feature Your Employees
Construction marketing is difficult because of the high-level competition. However, it also requires trust from your leads to convert them to customers. Many stories of construction disasters raise the trust threshold for this industry.
It is important to show the human side of your company. Your leads will feel more connected to your business if they see your employees in your lead generation campaigns.
This is just one step to increasing their trust in you and your products.
Incorporate a human element in all your lead generation processes. It is as easy as having your staff appear on the homepage.
You can post photos of employees on Instagram in celebration of a workplace success or birthday. People love to see the human side of your business because it helps them feel closer to you, which in turn increases their trust.
Always Prioritize Customer Testimonials and Reviews
There is no better way than to let your satisfied customers speak for themselves. Trust in the construction industry is only possible if you work in having good reviews from multiple sources.
How can you ensure that your reviews are covered? These are some tips to get you started:
- Your website should include testimonials and case studies from customers.
- Make sure that your paid and Google search campaigns include reviews.
- You can take a couple of minutes to check Yelp Page, Google Reviews, Angie’s List, and other Google Reviews pages.
- Encourage happy customers to leave reviews on major review sites. Give them a reward or raffle.
To promote your social media channels, create customer testimonial videos.
You Can Try Some Guerilla Marketing Strategies
While we have talked a lot about online marketing for construction marketing, what about going out into the community and doing some in-person marketing?
Guerilla marketing can be a great way to get out of your computer and let your creativity flow. It is also a fun way for you to show your creativity, and it can be a compelling way to improve lead quality.
You can use an old-fashioned method like posting signs at your job site or a flash mob to “Brick Local” at a local hardware shop.
Guerilla marketing is a broad field for generating leads that allow you to experiment or play safe.
Partnerships & Making Your Business Grow
For co-marketing campaigns, partner with like-minded businesses. Last but not least, it is a great way for your marketing efforts in construction to reach a new audience. Partnering with a similar business can help you do cross-promotion.
Co-marketing lead generation strategies can take many forms depending on whether they are B2B or B2C. They may be for products vs. service, new startups vs. established companies.
With a little imagination, you can link the dots between your brand and a partner company to increase the impact of your marketing efforts.
What are the top brands to market with? Think about your target audience. What other places do they shop? What other needs are they likely to have? These are some rules to help you build strong partnerships that will lead to powerful co-marketing campaigns.
These relationships can be built with brands similar to yours but not directly with competitors. It is important to ensure that the brand you are partnering with has a large audience. It is a great idea to partner with a company you feel can benefit from your efforts.
Teamwork is the key to making dreams come true! Once you have identified your target market, you can start marketing to them. However, in order to do this, you need to be able to market to them.
It is crucial to be familiar with your construction company’s best digital marketing practices if you are trying to overhaul your marketing strategy. Traditional lead generation tools like printing advertising are not always the best for construction companies.
Utilize Your Usual Media
These formats aren’t dead; they are just a bit less used than before. However, as a local business, you can find them useful and bring good ROI to your business. Some options include:
- Print Media: Businesses have been placing well-designed ads in local newspapers or other publications for many centuries. Look out for special editions about remodeling or architecture. Weekly and monthly publications are available that focus on specific areas of the construction industry.
There are many publications that cater to contractors of all sizes and those that focus on large companies, specific materials, and tools. Advertising in these publications or having your company profiled there can increase brand exposure and credibility.
- Broadcast Media: Radio and television have been important advertising mediums for businesses for decades. It can be a great way to generate new business by aligning your ad campaign with potential programming clients who are listening or watching. \
Your television advertising campaign should be placed during relevant programming such as reality shows about remodels, DIY programming, and shows that showcase great engineering feats.
- Advertising and Promotion: A modern review of advertising or promotion cannot be completed without an examination of the potential power that new media has.
Potential customers can view photos and videos of your projects, see references from satisfied customers, and learn more about you and your team by visiting a well-designed and simple-to-use website. Linking your site to other construction-relevant pages on the Web via banner ads is also a tremendously effective way to garner new clients.
The Local Lead Generation Process for Your Industrial Building Construction Business
All right! So, everything is about building properties and generating leads. But how does the process actually take place? Are there other steps I need to know?
The steps I mention below are what students from our local lead generation program follow to generate leads for businesses like yourself. So I’ll help you see what we do. And how if you join our program, you can simply generate leads for your own business (unless you want to start a side hustle and build a laptop lifestyle business).
Essentially, our lead generation can be divided into four steps:
The first is prospecting. You need to take the time to do market research on a niche (industry) and determine how many phone-driven businesses are there.
Keep in mind that this is local research as you need to know how many companies need leads. For example, you may search for “plumbing services Youngstown OH.”
You will find dozens or even hundreds of businesses trying to get themselves in front of the customers by ranking on Map Listings, organic results, and even Ad.
The second step, building. When you find a niche (plumbing, tree services, a software company, real estate…), you will need to start building your digital properties. You don’t need to be an expert in HTML or coding. It can be easy with the right tools.
The third step is now taking time to rank your lead gen website. With the site done, you need to work on SEO strategies and start dominating those Google search results. If you’re new to SEO, it stands for Search Engine Optimization.
To keep it simple, it consists of the entire process of growing a company’s visibility on search engines like Google and generating organic traffic. And remember this, local lead generation is part of the strategies.
Moving on to step four, once you rank the site, you will start getting your ROI and profits. You only need to rent it out to a local business interested in the leads the site generates. You can offer a couple of free leads to their move on with the actual pay per lead.
To review steps 1-4 above, I described it to a normal student who is building a lead gen business to help local service providers generate more calls. But replace the student with you as the business owner. And replace sending the leads to a business to simply siphoning the leads to your personal business.
By the way, fun fact, about 20% of our students in our local lead gen program are actually business owners who went through the program. And they use the skillsets we teach to generate leads for their own business.
An Example of Lead Generation: Home Advisor
You must be thinking, “if lead generation sounds so good so far, how come I haven’t seen any company?” That’s the thing; there are many out there. You just don’t know they are dedicated to it.
HomeAdvisor is one of the best examples you can find on the Internet as it is a top lead generation company that has spent millions building its brand but also earned even more zeros for this same reason.
They started small as everyone else but invested in building their brand awareness to make people who are looking for home services go to their website and find what they need. They are over 75% of people’s first choice when they need those services.
If you don’t get HomeAdvisor that much or need a refresh, users need to submit their information to request a service and get a professional or expert who can provide it.
HomeAdvisor’s job is to share your information, which makes you a lead, with local companies so they can contact you and offer the service you’re requesting. For sharing this lead information, HomeAdvisor gets paid by the companies. This happens for every single lead they send to multiple businesses.
Business owners who don’t have marketing skills or don’t even know how to have any online presence will always rely on those pages to list their services. They will save time and effort, but companies like HomeAdvisor can make them spend lots of money as leads aren’t exclusive (one lead is sent to multiple companies after all).
Using Facebook Ads aka Paid Ad Platforms: Do They Generate Leads?
They DO generate leads. If not, no one would use them.
However, you need to remember two facts:
- Paid ads or platforms can be expensive.
- They don’t generate “natural” leads.
Whenever someone sees or clicks in one of those ads, over 80% of them did it by accident or are trying to close/report it.
Why? Because they aren’t looking for those services. At least not at the moment.
What those ads do instead is interrupt their time on the platforms. Users aren’t there to find companies or businesses unless they are searching for a specific company’s user, and for that, there’s a search bar. This is why it is hard to convert them to actual customers who will show interest in the companies’ services. Also, you’re limited by a budget.
When using lead generation, everything is organic. You aren’t forcing others to pay attention to your business but rather being there when they need you. This is why Google’s organic traffic will always beat paid ads, and the reason companies continue investing in it, which is a lot cheaper as well.
What Is Local SEO?
Don’t worry… I didn’t get it at first either. Following the short explanation, local SEO focuses on scaling businesses’ visibility on search engines. However, this is only for those who serve their communities face-to-face.
What does this mean?
Experts and professionals like painters, plumbers, and dentists (but not only them) offer their services to their local customers. Why? Because they can’t deliver them unless they are located in the same area of their customers.
To make sure those businesses get more leads, you need to rank them locally by claiming the business listing on Google to place them on Map Listings. Local SEO also involves online reviews, citation management, and how you manage your entire online presence in the local area.
If you are going to bet on lead gen, you need to adapt yourself to today’s world: The Internet.
Keep in mind that although traditional channels and methods like billboards, warm calls, and pamphlets still work, they aren’t part of your tools. Whenever someone needs a service, they go to Google and search for it.
“Dentist in Miami” or “plumbing services in Orlando,” etc. And you can keep coming up with services or professionals people need and look for. Thus, you need to make sure you’re using Google to get the companies in front of their clients.
Users will always click on the first search results (those near the top), and many of them will be either Ad links (people paid to place their websites there), Map Listing, and then you get websites. Almost all of them are your goal and where you should always aim to place yourself.
Can My Industrial Building Construction Business Utilize a Local Lead Generation Strategy?
If you want customers, you better know you need it. Following the previous explanation, lead gen is all about placing businesses in front of their customers, choosing them over their competitors.
Put it simply – it’s all about closing deals and having clients for those companies to make money. The main difference with the usual methods companies use for this is how lead generation approaches different channels to get them in the right place of the market to get customers.
Those channels are all focused on the Internet as most people are searching for products but also services across the net. The issue is that the Internet is way too broad, and businesses don’t know how to place themselves. They usually try, but they get one common result: losing money and time.
How Powerful Are Organic Industrial Building Construction Leads from Google?
For companies looking for customers, it’s everything. For you? Pretty much the same. When you build a business with digital properties, you get to make thousands of dollars a month.
This isn’t a “get started today and get rich tomorrow” thing, but it is HIGHLY scalable, and ROI + positive results are guaranteed. Learning a fairly decent and very needed set of skills to create your digital properties and start ranking them on Google is required.
I have invested in several online businesses over the years, and if there’s something uncertain, whether you will get your ROI or not, even more than the actual profit.
However, this business moved my earnings from five figures a year to a month in ONLY passive income while sitting comfortably at home.
On my laptop. Anywhere. Anytime.
You can look at one of the first sites I built back in 2016, and it continues making me over $1.000+ every month. The best part is that I don’t need to touch it or the rest I’ve built over the years, just like this digital property.
What Makes Lead Generation SO Alluring?
Here it goes: you can work from home.
The main issue with regular business opportunities is how much you need to invest in staff, equipment, or rent to have a place to sell your products or offer your services.
We all know the hassles of traditional businesses that involve regular expenses, which are extremely high. Can you afford it? I don’t think so, and even if you can, is it worth it? Now, it isn’t only about the money. You also need to put in a lot of work, and it isn’t only during the first couple of months or years. Usually, it is as long as you continue running it.
You can save yourself those headaches and bone-breaking tasks and expenses with lead gen since it is more about generating leads with digital channels—mainly websites.
Websites can be VERY cheap to build, and with many tools online, you get to do it in a couple of hours instead of days. Any virtual or digital business is scalable and won’t need constant maintenance.
So, let’s summarize this:
- You save money in regular expenses with traditional and most online businesses as what you need is yourself and digital properties (websites).
- You can bet on passive income.
- There’s no need to hire more people to get started.
- You can generate leads in multiple industries, which allows you to work on any niche you want.
How Can I Get Started in the Local Lead Generation Program?
Anyone can start and learn. That’s the beauty of this business model. I knew nothing about SEO, Map Listing, and everything I’ve mentioned so far. It is all about learning the skills, gaining experience, and deciding to take the step.
Remember that this business model will never get old as business owners are always looking for leads. They need to do business and scale their companies. Why not do the same while helping others and still making money?
You can start with this local lead generation course highly recommended for anyone wanting to grow in the business. It is a close training that will take you through each step and make sure you are able to get your ROI, profits and take control of your life.
You will be added to an incredible lead generation family ready to help you 24/7 when asking questions on the group. Anyone is welcome who’s willing to put in the work. Click here to watch the lead gen webinar.