The Construction Marketing Association (CMA) is at the intersection of both the construction and marketing industries as a function and business process. The construction industry has witnessed substantial changes in recent times, and corresponding shifts in marketing strategies have been imperative. The current state of marketing within the construction sector focuses on the digitalization of marketing, communications, and customer acquisition.
Digitalization
The advent of digitalization has become a linchpin in the marketing strategies of construction businesses. It is evident companies are increasingly recognizing the importance of establishing a formidable online presence. Websites, social media platforms, and email campaigns have become pivotal tools for reaching and engaging with the target audience. The ease of accessibility and instant information dissemination provided by digital platforms has transformed the way construction companies connect with current and potential clients.
Content marketing
Content marketing continues to stand out as a powerful tool in the construction industry’s marketing arsenal. Prospects appreciate businesses that go beyond promotional content, offering valuable insights and establishing themselves as credible sources of information. Crafting informative articles, case studies, and engaging videos not only enhances visibility but also builds trust, a critical factor in the decision-making process for potential clients.
Construction businesses can drive inbound marketing and traffic, and generate leads with multi-channel/multi-purpose content marketing such as the following:
- Brochures and catalogs
- Website content
- Blogs and articles
- Case studies
- White papers, guides, and manuals
- Technical copywriting
- Video and photography
Sustainable practices
Sustainability is no longer a mere trend; it is now a core consideration in construction marketing strategies. Construction industry brands are increasingly integrating eco-friendly practices into their messaging. From promoting energy-efficient designs to highlighting the use of sustainable materials, construction businesses are emphasizing these efforts to resonate positively with environmentally conscious clients. Adopting and communicating these sustainable practices not only aligns with societal expectations but also positions construction companies as responsible and forward-thinking entities.
Personalized and targeted campaigns
Personalized marketing campaigns are gaining momentum in the construction industry. Typically, businesses that tailor their messages to specific target demographics witness enhanced engagement and conversion rates. Understanding the unique needs and preferences of different client segments allows for a more personalized and effective communication strategy. This approach fosters a deeper connection with potential clients, making them more likely to choose a company that understands and caters to their specific requirements.
Implementing personalization at scale can seem like a daunting task, but with the right strategies and tools, it is entirely achievable. One best practice is to leverage data and analytics to gain insights into prospects’ behaviors and preferences. If construction businesses can track interactions with their websites, emails, and other marketing touchpoints, they can gather valuable information that can inform their personalization efforts.
Visual content
Visual content is an indispensable aspect in marketing—and in the construction industry. Construction projects are inherently visual, and leveraging high-quality images and videos can significantly enhance a company’s marketing efforts. From showcasing completed projects to providing visual insights into the construction process, visual content captures the attention of the audience and communicates the craftsmanship and expertise of a construction company effectively.
Networking
In the construction industry, where relationships play a pivotal role, networking remains an essential component of marketing. Companies that actively participate in industry events, forums, and collaborative projects tend to establish valuable connections that can lead to new opportunities and projects. Personal interactions and partnerships contribute to building a robust network, fostering trust, and enhancing the overall credibility of a construction business.
Reviews and testimonials
Client testimonials and reviews have become influential marketing tools in the construction industry. Positive feedback serves as social proof, instilling confidence in potential clients. Actively seeking and promoting reviews on various platforms is an effective strategy to build a positive online reputation. Based on client work, companies that actively manage and showcase their positive reviews create a virtuous cycle, attracting more clients and reinforcing their reputation as reliable and trustworthy partners in construction projects.
The construction industry’s marketing landscape is undergoing a profound transformation, driven by digitalization, sustainability, personalization, and relationship-building. Companies that adapt to these trends and integrate them into their marketing strategies are poised to stand out in a competitive market. Understanding the importance of online presence, content marketing, sustainable practices, personalized communication, visual content, networking, and positive reviews will be instrumental in achieving sustained success in the dynamic and evolving construction industry.
Neil Brown is chairman of the Construction Marketing Association (CMA) and chief marketing officer (CMO) of Modern Marketing Partners. For more than 25 years, he has managed award-winning marketing for some of the most successful brands in the construction sector. Prior to the agency-side, Brown was a brand manager, and later CMO of an architectural metals manufacturer.
