A Digital Marketing Agency for Construction Companies
What We Can Achieve Together
Acquire More Customers
We use methods such as thought leadership content, campaign optimization, lead management automation and brand promotion to help you acquire more customers.
Increase Customer Share
We apply marketing best practices such as nurture campaigns to stay top of mind with your customers, increase customer share and improve customer lifetime value.
Improve Customer Retention
Engagement methods such as social media marketing and content marketing keep customers informed and keep customer retention high.
Marketing for Construction Companies
When it comes to business development, many construction companies rely on relationships, referrals and repeat clients. It’s a mostly passive approach that is effective but not scalable. It also contributes to the new business feast or famine cycles.
There’s a better way. And it starts with a digital marketing strategy that creates awareness, attracts new clients, nurtures existing relationships, and builds trust in your brand.
Marketing for construction companies is different than other industries. It must support account-based marketing and relationship-based selling. It should focus on the brand, people and services in ways that convey interest and curiosity. It should reflect the company’s work products. Marketing for construction companies is more visual, conceptual, creative, innovative and aspirational than other industries.
The integrated goal of marketing for construction companies is to reach and engage target audiences, build brand recognition and trust, and drive more business to your company.
A Best Practices Approach
We are a digital marketing agency for construction companies. To help our clients increase their clients, we adopt a strategy based on a mix of 9 marketing best practices.
Marketing recommendations without supporting data are just opinions. The Pandesix Growth Framework is built on evidence-based best practices and backed by industry specific benchmark data.
We avoid generic marketing programs. Instead, we deploy programs optimized for construction buyers.
A Look at Some of the Marketing Programs
Marketing can feel overwhelming. It can be difficult to know where to start.
We start by measuring and ranking programs based on their revenue and profit contributions. Below are some of the programs we assess and implement for our clients.
- A Standout Website
Your website is your most important marketing asset. It's often the first impression delivered to most buyers.
An effective website design and user experience will increase visitor engagement and online conversions.
The first website best practice is to focus on the client first, the brand second and services third.
The website must be easy to use, intuitive and visually appealing. It should reflect your company’s brand identity and showcase your portfolio prominently.
It should use high-quality images and videos to demonstrate your process and showcase your marquee projects.
It must deliver compelling content that communicates your firm’s brand, expertise, and philosophy. It should include convincing calls-to-action (CTA) that entice buyers to contact you for an introductory conversation.
It must be fast, responsive, ubiquitous, mobile-friendly, and optimized for search engines.
Refining or developing an impressive website need not be a daunting task. Once you know what it should do, an experienced website professional can create it in a relatively short period.
Our professionals can help you design, develop and host a website that achieves measurable goals.
And here’s the upside. Most construction company websites achieve less than a one percent visitor to lead conversion rate. Websites that include the above best practices often achieve a 3 percent or higher conversion rate. When you consider the volume of website visitors, that 3-fold increase translates to a much higher number of new sale opportunities.
- Company Brand
The 4 Ps of marketing for construction companies are position, professionals, portfolio and process. Position is all about your brand.
An effective brand is needed to stand out in a crowded marketplace. We help clients create, improve or reinforce a strong brand identity. We create brands that tell your story, create differentiation and are memorable.
We use a proven brand strategy that also positions the company’s executives as thought leaders and crafts messaging that delivers confidence to buyers.
This is another marketing program that can be performed quickly if you apply a proven process and best practices.
The upside here is that if done well, over time, your brand becomes your most valuable company asset.
- Search Engine Optimization (SEO)
SEO is the process of configuring your website so that clients find you online when searching for services that you offer. It improves the ranking of your website in Google and other search engine result pages.
It’s an organic growth strategy. So, once setup and nurtured, you don’t need to buy search ads or other paid media to attract prospects to your website.
There are many SEO best practices. For example, construction company websites should integrate buyer keywords in their website content. They should apply local SEO or a geo-focus for buyers in their general proximity.
When done right, the firm will be discovered by significantly more buyers.
- Content is King
Content marketing uses content, such as web pages and blog posts, to educate and inform prospects and customers. It’s a top method to position the firm’s staff as thought leaders.
The first best practice here is to create content that reflects the company’s unique value proposition (UVP), core competencies and competitive advantages. The UVP is essential because it answers every prospect’s first question: What makes you different from the competition?
Other best practices include content that addresses the pain points and challenges of your target audience. That may include practical solutions, innovative designs, construction processes, unique methods, case studies or professional advice.
Regardless of content type, it should be developed in a way that positions the firm’s executives as experts and problem solvers.
Content should be designed so that it aligns with the buyer’s purchase cycle. But the buyer’s purchase objectives shift as they make progress toward selecting a company. That’s why content must be designed for each stage of the purchase process.
When creating content for clients, we include additional best practices such as embedding story telling techniques and including multimedia elements, such as images and videos that showcase your portfolio. We also emphasize evergreen content, which is information that remains relevant for long periods of time.
Lastly, content should be optimized for search engines to increase its reach and impact.
- Marketing Campaigns
There are many types of campaigns. Inbound, outbound, email, account-based, pay per click and digital ads to name a few. Each has strengths and weaknesses. Each delivers different results. To make sense of it, we apply our industry benchmarks to prioritize those that drive the biggest financial uplift.
Best practices include precision campaigns directed to tightly defined target audiences. The messaging must integrate the client’s challenges with the company’s solutions. The offers must be highly specific and project compelling benefits. When done well, the company will acquire more qualified leads at a reduced cost per lead.
- Nurture Campaigns
This is a special purpose campaign designed to maintain top of mind awareness with prospects and customers. It should be designed pursuant to a theme. It should sequence email distributions that build upon each other and eventually reach a crescendo effect.
When done well, it will increase conversions and customer share. Even better, it will help grow customer relationships. That’s important because customer affinity is one of only four sustainable competitive advantages.
- Social Marketing
Social networks are a growing information source for many buyers. They are also an ideal channel to showcase your portfolio and engage with your target audience.
Some best practices include posts that share behind-the-scenes back stories, glimpses of the construction process, unusual or impressive project results, and personal interest stories about your staff.
Well done well, your construction company will expand its brand, improve engagement with your target audience, stay top of mind with your existing customers, and acquire new leads and new projects.
Selecting any one of the prior marketing programs will achieve an incremental benefit. Selecting an optimized mix will achieve much more.
Any program selected with our clients uses our marketing best practices to achieve top quartile performance results. Our programs are validated by industry research, implemented with a prescriptive framework, measured with purpose-built analytics and leverage technology for automation.
Because they are data-driven, they can be modeled to show investment, cash flow impact, time to value, and payback.
Here’s a Glimpse of our Process
Every client and project are unique. But most will benefit from a prescriptive framework that delivers predictable results. Below is a summary of our marketing framework that we adapt for each client engagement.
01. Rapid Diagnostic
Any strategic project starts with an assessment to learn what's holding the company back and establish a baseline performance. A full and accurate diagnosis gets past symptoms, surfaces the root causes and gets to an accurate prescription.
If you fail to accurately or completely identify the biggest obstacles, it’s likely you will then fail to pursue the most efficient path to achieve your goals. You wouldn’t want your doctor to prescribe medicine before a diagnosis. The same applies to your construction business.
02. A Marketing Strategy
Using a thoughtful marketing plan is the key to achieving significant and sustained financial results.
We identify and prioritize your growth goals in SMART (specific, measurable, actionable, realistic and time-bound) terms. That allows us to create a marketing strategy that meets your goals in the least time, cost and risk.
A marketing strategy establishes focus and prioritization. It's a precursor to everything that comes after. Great execution won't get you very far if your strategy is wrong.
03. A Go-to-Market Plan
This is an operational plan that puts into motion the best programs to meet your goals.
Most companies will benefit from an optimized mix of programs. We develop an execution Blueprint to clearly show the highest impact programs and how they will collectively achieve the company’s goal.
04. Agile Execution
We apply agile sprint-based execution for speed and results.
Agile methods accelerate time to value, apply systemic execution, deliver predictable results, and reduce risk.
These methods are also business outcomes focused. For example, the first agile principle is to begin with clarity of the outcome and let it guide every step of the journey.
05. Technology Enablement
We apply software technology to bring information, automation and scale to our programs. The right Marketing Technology (MarTech) will facilitate consistent delivery, reduce manual labor, automate processes, and realize significant cost savings.
06. Business Intelligence
Clear objectives define the vision and create the roadmap. But rigorous execution directs the path to success and the realization of results.
We measure our execution with real-time performance metrics. This allows us to know what’s working, what’s not and intervene with swift course corrections to remedy variances.
Three things make us a unique digital marketing agency for construction companies.
- We are industry experts. We don’t incur up front time to learn about the industry. We don’t need to perform experimentation to see what works and what doesn’t.
- We are a revenue-focused marketing agency for services companies. Our efforts target measurable business outcomes. That includes things like increasing customer acquisitions, customer lifetime value and customer retention. We don’t dilute our focus by getting sidetracked with activity and vanity metrics. The results we deliver are shown in top line revenue and bottom-line profit.
- We take a data-driven approach to all of our services. We don't operate by guesswork. We use industry data, performance benchmarks and best practices that collectively forecast reliable results. It's a science-based process that transforms measurable objectives into business outcomes. Marketing is cool but business outcomes rule.
Lets Build a Better Future Together
If you want to step up the growth of your construction company, we have some options.
Consider our one-day Growth Marketing Workshop. This will provide you the data-driven insights, industry benchmarks, evidence-based best practices, proven framework and templates to accelerate your journey.
Or consider us as an extended member of your team. Our services will accelerate your results. We can help you attract targeted buyers and convert them into new customers.
For professional help from a specialized digital marketing agency for construction companies, contact us to schedule an introductory call with one of our experts.