Construction digital marketing

Construction digital marketing
8th January 2020

Construction companies need to move faster in their digital transformation if they are to survive.

Digital trends and technological innovations have been disrupting and forcing sectors to evolve over the past decade, pushing digital marketing to the forefront of modern marketing strategies. Some industries have been slower to embrace digital transformation than others and risk falling behind. The construction industry is lagging behind with digital marketing and adoption of new technology – and it knows it. 54% of UK construction decision makers surveyed admitted that the sector has been slow to adopt digital.

However, in the last few years there has been the starts of a digital revolution. Construction projects are larger and more complex than ever before. The construction industry has started to adopt AR in marketing, virtual reality, artificial intelligence, drones and 3D printing to enhance projects. Embracing new ways of working, increasing project efficiency and speed, productivity will enable differentiation. 81% of construction organisations state within the next 12 months they will be taking bigger leaps to improve their business digitally. Attracting, engaging and retaining investors through a digital marketing approach will be critical to ensure greater sales, share price and brand visibility.

It’s time to transform construction digital marketing.

Digital transformation and BIM in the construction industry

Most UK construction organisations have been slow to embrace digital technologies. The evolution of digital has meant organisations need to rapidly adopt new technologies to keep up with industry trends. Construction organisations have one common goal in mind – higher productivity.

The construction industry is actively taking steps to advance, with new technology. Traditional construction careers are now being transformed into more automated and intelligent roles. Through Building Information Modelling (BIM) the construction industry is undergoing a digital revolution. BIM is a process of creating and managing information on a construction project. It is an intelligent 3D model based process that gives architecture, engineering and construction professionals more insights and efficiency. Embracing digital construction means organisations can benefit from optimised projects and leveraging new tools.

Construction Digital Census

Four tips for successful construction digital marketing

Although the construction industry might be taking steps to transform technology, their digital marketing strategy needs to also be prioritised to maintain survival. The construction industry is moving forward, welcoming digital transformation, digital tools and systems

Follow these four digital marketing tips to ensure your organisation achieves its business goals:

1. Achieve visibility in search engine results pages (SERPs)

Any construction digital marketing strategy should include search engine optimisation (SEO). 93% of online experiences start with a search engine and Google holds 90.1% of the total search engine market share. New visitors typically find organisations by completing an online search. This means achieving top rankings on SERPs is an important step to attract website traffic and build online visibility.

Start by researching your audience. Keyword research will give you an understanding of which specific terms users are searching for. Digital marketing tools like SEMrush can help you analyse specific keywords and identify search volumes.  Based on the keyword research findings, it’s important to choose a keyword that has search volume and is suitable to your audience. Optimising the content with the specific keywords with help achieve great visibility in SERPs and drive traffic to your website. Organisations are advised to optimise their websites according to Google’s guidelines. Construction organisations who disregard this, risk losing out to competitors.

Construction organisations who utilise on page SEO techniques like:

  • Meta tags
  • Meta descriptions
  • Alt tags
  • Heading tags
  • Short URL strings to rank better
  • Internal links
  • Fast website speed
  • Marked up structured content

Will benefit from targeted and relevant traffic driven to their website. This has the potential to make a large impact on your organisations goals, such as increasing investments, leads or careers applications.

2. Build a strong PR strategy

Developing a strong public relations strategy has been a core marketing tactic for decades. Implementing both digital and traditional PR strategies is a critical tactic that ensures brand growth and recognition. The internet gives a plethora of channels to advertise, build brand visibility and deliver messaging. Digital PR looks beyond an offline audience and uses new trends in: content marketing, SEO and social media marketing, to improve an online presence. Integrating an SEO strategy with a digital PR strategy means construction organisations can achieve the following:

  • Secure high authority links to your website
  • Improve SERPs SEO ranking
  • Drive website traffic
  • Improve public image and business relationships
  • Increase conversions
  • Build a strong social media audience

It’s important to make a PR plan that answers: what is the content going to be? where it’s going to be published? who it’s aimed at? This will help identify which online or offline press the content is going to.

Achieving a good brand image is a core marketing approach that constructions organisations must consider as part of their overall strategy. Demonstrating credibility, trustworthiness and professionalism in the industry, is a compelling way to attract and retain investments.

Negative PR can take different forms in an organisation. How you respond to it, quickly, will prevent negative publicity from getting worse. Generating content about your organisation can help reinforce a positive brand image.

3. Develop a results-driven content marketing strategy

Content marketing costs 62% less than traditional marketing tactics, making it a smart choice for construction organisations to adopt into their marketing strategy. Implementing SEO into your content marketing strategy will generate favourable results, by optimising for keywords this will drive traffic to your content. 93% of B2B marketers use content marketing to increase leads. Construction organisations can leverage content marketing to rank at the top of SERPs and drive traffic to their websites.

Start by developing a content plan, which determines who the content is for, what the goals are and where it’s going. Keeping the user at the forefront of your strategy will help drive more meaningful results. Some website platforms like Sitecore, have personalisation capabilities, which means you’re able to show relevant content at the right time to users, building customer loyalty and driving conversions. Linking the content plan with an overall social media strategy will enhance overall brand visibility.

4. Stay social

There are 3.2 billion social media users, which amounts to 42% of the world’s population. This means social media marketing is an essential tool to build an online audience and control a conversation. Construction organisations can nurture relationships to build brand loyalty and advocacy, which can result in greater investments. Social media improves SEO rankings by increasing third-party links, mentions and interests in brands content. This demonstrates the importance of integrating SEO into a wider digital strategy.

Building a social media plan and scheduling posts is a great way to help construction organisations post content consistently. Marketing tools like Hootsuite can schedule Twitter, LinkedIn and Instagram posts. It’s crucial to choose suitable social channels for your business, understanding who your audience is and what channels they use, will determine what platforms to utilise. In a world that is online 24/7, customers expect businesses to accessible to them everywhere at anytime that suits them. Not having a presence on your audience’s preferred platform could risk losing business and the opportunity to get closer to your audience.

How effective is your construction digital marketing?

If you’re keen to get more out of your construction digital marketing, get in touch today – we’d love to help. At Kagool, we help enterprise level organisation to achieve their digital goals, We specialise in creating seamless digital experiences using the Sitecore platform, providing a range of services including digital strategy, design, support and search marketing.