A website that’s skillfully crafted to pull in construction leads is a key part of effective online marketing, but it isn’t much good if it sits unseen. A little strategic promotion ensures your site will have an audience to work its magic on.
- Use social media wisely – Social media can bring you new website visitors and boost your site’s search engine rankings, but avoid the faux pas of constantly broadcasting ads. Base 90 percent of your posts on tips, news, facts, and other non-self-promotional content and make the rest direct calls to visit your site.
- Get on video – Video sites such as YouTube, Vimeo, and DailyMotion are popular sources for tips and advice, so make sure your content is there for your potential clients to find. You’ll not only reach a broader audience, but also build trust and rapport in a way text alone just can’t. Video also helps you grab attention on Twitter, Facebook, and Instagram.
- Leverage other blogs – Publishing on the blogs of complementary businesses, known as guest blogging, introduces your firm to new audiences while giving you the benefit of another company’s endorsement. It’s an especially effective online marketing tactic if you have a less common specialty such as historic building preservation, restaurant construction or modular construction. Search online for terms such as “guest blogger” or just ask your favorite construction and real estate blogs if they accept guest posts
- Invest in paid advertising – Done well, paid ads can bring quick results. Google Adwords and Bing Ads let you bid on search terms. With Facebook Ads and LinkedIn advertising, you can precisely target the demographics that will see your ads.
- Keep publishing – The more content on your website, the better the chances of that content showing up when one of your potential clients searches for construction project tips online. A consistent publishing schedule lets the search engines know your blog is active and worth ranking highly, but more importantly, it keeps your readers coming back because they know they can expect fresh content.