Construction Marketing for Local Contractors: How To Get More Jobs in Your Area

Construction marketing can be challenging. Due to the nature of the industry, consumers require specialized knowledge, experience, and trust. If you are a local contractor, you should ensure your marketing approaches showcase these qualities. So, how can you effectively market your construction company to generate more leads?

Construction Marketing Requires a Strong Online Presence

Besides word-of-mouth recommendations, homeowners use numerous online methods to find local contractors. They use search engines, online review sites, specialized home improvement websites, and local community forums. Thus, it’s vital to have a strong online presence to be visible to potential customers.

For instance, you need a professional website that is informative and user-friendly. A customer should be able to tell the services you offer and the areas you serve. You also need to include high-quality visuals showcasing your previous projects. Additionally, ensure your website is mobile-responsive since a significant percentage of local searches are done using mobile devices.

Use local keywords throughout your website, and have location-specific content to catch the attention of local clients. Building high-quality links from reputable local websites can also increase your credibility. You can guest blog for a home-related website, perhaps a landscaping business or real estate agency, and include a link to your website.   

Additionally, a local contractor needs a Google Business Profile (GBP), as it boosts online visibility. When a user searches for a contractor, well-optimized GBPs usually appear first. You want to be among the businesses whose contacts are easily accessible to a user before they even scroll down the search engine results page (SERP). Your GBP should have your business’s accurate name, address, and phone number (NAP). You should also include high-quality photos of your projects and reviews to build trust.

Social Media Marketing

Being active on social media helps increase brand awareness and allows businesses to engage with existing and potential clients. Consider having an account on various platforms to showcase your projects and expertise. 

Note that social media marketing requires a strategic approach. It’s crucial to know the right platforms for different types of content, when to post, how often to post, how to engage with customers, and how to track your performance. 

Local SEO

Optimizing our local SEO services can help you increase local visibility, get the attention of a more targeted audience, and create a stronger connection with the local community. Construction is largely considered a local-focused business, as companies primarily operate within specific geographical areas. You need to be visible among the clients you typically serve.

Paid Advertising

Various platforms display advertisements for businesses. These include search engines, such as Google and Bing, social media platforms, like Facebook and Instagram, and video platforms, like YouTube. Paid advertising allows advertisers to target audiences by specifying location, age, gender, and interests.

As a local contractor, you may specify that your ad be shown to demographics that are most likely to be homeowners, or have projects that need contracting work within the area you serve. When it comes to interests, you can target users who have expressed interest in home construction or renovation based on their searches, browsing history, user profiles, and online interactions.

Ads can help you reach a larger audience. When your ad appears on top of a SERP or social media page of people who don’t follow your business, it can significantly increase brand awareness.

Our digital advertising services help clients achieve their marketing goals. Learn more about the services we offer to determine if we can help you catch the attention of your target audience.

Email Marketing

Email marketing has proven to be beneficial for construction businesses. With this marketing strategy, you need to build a targeted email list. You can do this by requesting visitors of your website to join your newsletter, and running targeted social media campaigns to encourage sign-ups.

It helps to segment your email list based on different factors, including location, client stage, project type, and interests. For example, people who need minor repairs can be on a different email list from those who need general contracting services. This will allow you to provide each group with more personalized information and offers, which can lead to higher engagement rates and, in turn, better conversions.

Your email campaigns should show your expertise — what makes your business unique. You should also use compelling content, such as sharing valuable insights, project updates, and testimonials from clients. Additionally, personalize messages with a subscriber’s name and possibly include their previous interactions with the company.

You also need to reduce the chances of people unsubscribing, which is a problem when it comes to email marketing. Understand why people usually unsubscribe from email lists and avoid such mistakes. You might lose a subscriber because your content is irrelevant to their interests, or you send too many emails. You want to encourage subscribers to take the intended action after reading an email, not unsubscribe. 

Our conversion rate optimization (CRO) services can help you achieve this.

CTV/OTT Advertising

Connected TV (CTV) and over-the-top (OTT) advertising are marketing strategies that allow businesses to deliver ads to a specific audience. Levy Online offers reliable CTV/OTT advertising services to local contractors.

However, what is connected TV?

CTVs are televisions connected to the internet, allowing users to stream video content from various sources. These include smart TVs and traditional TVs connected to the internet using streaming boxes, sticks, gaming consoles, or Blu-ray players. Now, while CTV is a device, OTT is the delivery mechanism — the act of streaming video content using almost any device with a screen. 

CTV ads specifically appear on internet-connected TVs via streaming services. These ads can appear when a user watches a movie, TV show, or any other video content on platforms, like Hulu, Disney+, and Peacock TV. They also appear on smart TV apps, like Amazon Prime Video and YouTube. Additionally, CTV ads are displayed on gaming consoles, like Xbox and PlayStation.

OTT ads appear on smartphones, tablets, and laptops. These ads appear when a user streams content on streaming devices, like Roku, Amazon Fire TV, and Apple TV, using mobile device apps and web browsers, and watching video content on gaming consoles.

CTV/OTT ads give businesses a more targeted approach because they leverage data-driven insights to deliver personalized ads. For instance, from the data collected on users’ TVs, an ad publisher can ensure your ad is shown in households with the interests and behaviors you are targeting. For instance, a household that frequently watches home remodeling shows.

So, if you were asking yourself, “How do I advertise on television?” CTV advertising will help you do this. The data collected from CTVs can identify homeowners. Thus, you can choose to advertise your services to only homeowners. 

Ready to grow your construction business? We’ll show you how.

Marketing for construction companies requires an in-depth understanding. It’s important to know how to find your target audience and grab their attention. Levy Online has a team of experts handling different marketing services to help clients generate more leads. Schedule a free consultation today.