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B2B Best Marketing Tips for the Construction Industry

In the construction industry competition is fierce and every penny counts, so implementing effective marketing campaigns is key to generating new leads. The trouble is that many construction companies are stuck in the dark ages when it comes to their marketing strategies, relying on newspaper and radio ads to get their message across.

As one of the world’s oldest industries, it’s understandable that construction might be a little slow on the uptake when it comes to the latest marketing trends. But in recent years, all that is starting to change. Research by the Construction Marketing Association has found marketing budgets are now being poured into website development, social media and content marketing at the expense of ‘old school’ tactics like trade shows and telemarketing.

So, given this seismic shift in spend, here are our top tips to keep your B2B marketing fresh, relevant and up to date in 2017…

1. No more half-hearted internet marketing strategies

Construction companies are certainly not afraid to market themselves online, but in many cases they are not doing it in the right way. The evidence shows that many companies jump in before they have developed a comprehensive strategy or true plan about how they will engage other businesses. There’s a lot more to online marketing than ‘build the website and they will come’. Too many deploy a number of siloed technologies without any cohesive plan to tie them all together.

The top internet marketing challenges construction companies currently face are:

• Poor or no strategy
• Dated website
• Inconsistent branding
• Failure to differentiate from the competition
• Insufficient social media engagement

2. Create a client referrals reward programme

The times might be a-changing, but there is still plenty of room for traditional B2B marketing techniques which have the potential to be extremely effective for your business. Whether you are a small flooring company or a construction giant, client referrals have always been, and still are, an excellent way of generating leads and securing new contracts.

Happy clients will always be willing to pass your details on, so encourage them to sing your praises with a client referral rewards scheme. Not only will they be incentivised to pass your details on, but they’ll also come back to you with their next job so they can take advantage of the discount.

3. Produce high quality, relevant content

Content is arguably the hottest topic in the construction industry today. Content marketing is used by 88 percent of B2B marketers, and there’s no reason why construction should be the exception. Creating great content can be particularly beneficial for smaller companies, as it allows them to compete on an even keel with the construction giants. This is because the search engines do not discriminate by organisation size. It’s all about the quality of the content. So, if you create a quality piece of content about the most cost effective type of ceiling insulation, you can outrank similar content from the industry’s biggest players. The result is that the customers come to you.

Content marketing takes practice to get right, but if you’re an expert in your field it’s a great way to pass on useful hints and tips, and get your name out there amongst the big boys. Potential clients researching your company will not only be reassured about your level of skill, but you’ll also attract new clients who have never heard of your company before.

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