6 min read
Are you leaving money on the table because qualified homeowners in your area do not know about you or cannot find you? Creating a digital marketing strategy for your construction company is crucial to attracting new clients and growing your business. At Builder Funnel, we specialize in helping builders and remodelers achieve their growth goals through strategic digital marketing. Digital marketing for builders and remodelers is our specialty, and we’re happy to be your guide. This blog will provide a detailed blueprint to help you develop an effective marketing plan that leverages local SEO, content marketing, and paid advertising to drive traffic, build authority, and engage customers. This a long game, so getting started as soon as possible is vital so the steps you take now can build traction over time. Ready to walk through a construction marketing plan outline? Let’s do it together.
Important Aspects of Digital Marketing Plans for Builders and Remodelers
Building a High-Converting Website
A well-designed website is the cornerstone of any successful construction marketing plan. Here's how to ensure your website becomes your always-on-duty sales asset, attracting and converting visitors.
Local SEO Optimization for Builders and Remodelers
Optimizing your website for local search is essential to ensure your business appears in search results when potential clients seek services in your area. Several good tools can provide local insight into relevant search queries, so you can be sure to use the words your clients are entering when they search for your services. Make sure to include your location in key places, such as the homepage, service pages, and blog posts, so that search engines and customers know where you work.
Conversion Opportunities on Page
Your website should be designed to convert visitors into leads. This means having clear and compelling calls to action (CTAs) on every page. CTAs could include clear, simple directions about your desired action, such as “Schedule a Consultation” or “Contact Us.” Forms should be simple and easy to fill out, reducing any friction that might prevent a visitor from taking the next step.
Imagery and Visual Appeal on Your Contractor Website
High-quality images and visuals are crucial in the construction industry. Showcase your previous projects with professional photos highlighting your craftsmanship, style, and range. Use before-and-after photos to demonstrate the transformative power of your services. Ensure your images are optimized to load fast and appear crisp.
Mobile Optimization for Web Pages
With more people using smartphones to search for services, ensuring your website is mobile-friendly is a must. A responsive design will ensure your site looks great and functions well on all devices, improving the user experience and keeping visitors engaged longer across modalities.
Developing a Blogging Strategy
A strong blogging strategy can boost your website's visibility and establish your company as a thought leader in the construction industry.
Content Creation for Builders and Remodelers
Start by identifying the common questions and concerns your potential customers have. Write informative blog posts that address these topics, providing valuable insights and solutions. Wouldn’t it be fabulous if your new clients had already spent time learning about your process and offerings before the first meeting? Use your blog to get them the right information early.
SEO Best Practices for Custom Home Builders and Remodelers
Each blog post should be optimized for search engines. This includes using relevant keywords in the title, headers, and throughout the content. Make sure to include internal links to other pages on your website and external links to authoritative sources. Use meta descriptions and alt text for images so that Google understands what is on your page and where and directs folks accordingly.
Regular Updates to Your Blog
Consistency is key in blogging. Develop a content calendar to ensure you publish new posts regularly. This keeps your website active and signals to search engines that your site is regularly updated with fresh content, which can improve your rankings.
Lead Generation Campaigns for Custom Home Builders and Remodelers
Creating premium content for which people are willing to trade their contact information effectively captures leads and gathers valuable information about your potential customers. Here's how to develop these campaigns.
Valuable Resources Attract Interest
Develop high-quality resources like cost guides, eBooks, or whitepapers that offer significant value to your target audience. These resources should address common pain points and provide solutions that position your company as an expert. Cost guides tend to be the most popular offering for those in the residential construction space.
Lead Generation Builds Your Contact List
Use gated content to collect user information before granting access to the premium content. This involves setting up forms where visitors can enter their contact details in exchange for the desired resource. This strategy helps you build a database of potential clients interested in your services.
Email Marketing Campaigns
Email marketing remains one of the most effective ways to nurture leads and keep your audience engaged. Here's how to create a successful email marketing campaign.
Segmented Email Lists
Divide your email list into segments based on factors like the stage in the buying process, specific interests, or geographic location. This allows you to send tailored messages that resonate more with each group.
Automated Workflows
Set up automated email workflows to deliver timely and relevant content to your subscribers. These workflows can include a welcome series for new subscribers, follow-up emails after downloading a resource, and re-engagement campaigns for inactive leads.
Engaging Content
Your emails should provide valuable information and updates that interest your audience. Share blog posts, project updates, industry news, and special promotions. Ensure each email includes a clear call to action to encourage further engagement.
Paid Advertising Strategies for Contractors
Incorporating paid construction advertising is a powerful way to drive targeted traffic to your website quickly. Here's how to effectively utilize Google Ads and Facebook Ads to reach potential customers.
Google Ads for Contractors
Google Ads allows you to appear at the top of search results for keywords related to your services. Focus on high-intent keywords like “kitchen remodel x town” and “Y place custom homes” to attract users actively looking for your services. Create compelling ad copy with clear calls-to-action and use ad extensions to provide additional information and improve visibility. Use conversion tracking to measure the effectiveness of your campaigns and adjust your strategy as needed.
Facebook Ads for Builders and Remodelers
Facebook Ads enable you to reach a broader audience and target specific demographics based on location, interests, and behaviors. Utilize engaging visuals and clear messaging to capture attention. Facebook's robust targeting options allow you to reach potential customers who may not be actively searching for your services but are likely to be interested based on their profiles. Combine these ads with retargeting strategies to re-engage users who have visited your website but haven't converted yet.
Building Authority and Trust
Establishing authority and trust within your market is essential for long-term success. Because folks are often making a significant investment with your company, your brand authority and their trust in you are extra important.
Personal Branding
Develop your company leaders' personal brands through consistent and authentic content. This can include podcasts, YouTube videos, and social media posts where executives share insights, project updates, and industry trends. By putting a face to your company and providing valuable content, you build trust and credibility with your audience. Regularly engage with your audience through comments, Q&A sessions, and live streams to foster community and connection.
Content Marketing for Construction Companies
We’ve talked about creating educational and informative content that addresses the needs and concerns of your target audience. By providing valuable information and demonstrating your expertise, you position your company as a thought leader in the construction industry. Share this content across your website, email campaigns, and social media channels to reach a wider audience and drive traffic to your site.
Customer Testimonials and Case Studies
Showcase your successful projects and satisfied clients through detailed case studies and testimonials. Highlighting real-world examples of your work builds credibility and provides social proof of your expertise. Include these testimonials on your website, marketing materials, and forms to reinforce your reputation.
Holistic Digital Marketing Integration
Creating a comprehensive marketing plan involves more than just implementing individual strategies—it’s about integrating all efforts to work together cohesively. Here’s how to ensure your marketing tactics are aligned for maximum impact.
Synergy of Effort
Each element of your marketing plan should support and enhance the others. One of our dear teammates says it best, “Good marketing is omnidirectional.” For example, use your blog content to fuel your email marketing campaigns and share these posts on social media to drive traffic to your website. Paid advertising should direct users to landing pages optimized for conversion, where high-quality content and compelling CTAs turn visitors into leads. This holistic approach ensures that all parts of your construction marketing strategy work together to get you further faster.
Data-Driven Adjustments
Continuously monitor the performance of your marketing efforts using analytics tools like Google Analytics and social media insights. Track key metrics such as website traffic, conversion rates, and engagement levels to understand what’s working and where improvements are needed. Use this data to adjust your strategy, ensuring you’re always moving towards better results. Regularly review and refine your approach based on these insights to stay ahead of the competition.
At Builder Funnel, Information is Free. Expertise is Priceless.
We understand that living out our own advice is the first step in proving we’re the right partners for your business. Check out our social media, blogs, YouTube, Podcasts, and more to see how we provide valuable information about every aspect of digital marketing for builders and remodelers, proving our expertise and giving you the information you need to make an informed choice about what kind of marketing your business needs.
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If you're ready to take your marketing to the next level, Builder Funnel is here to help. We specialize in creating personalized digital marketing plans tailored to the unique needs of builders and remodelers. Contact us today and learn how we can develop a custom solution for whatever digital solutions you need, whether it’s a high-converting website, a comprehensive marketing strategy that drives results, or both.