Digital marketing is gaining momentum in the construction industry.
South African Construction Industry outlook.
The South African construction market seems poised for some upward momentum. The South Africa Construction Industry report projects a compound annual growth rate (CAGR) at 5.8% between 2023 and 2027 and construction reaching R276 million by then.
SA National Infrastructure plan
In addition the government’s National Infrastructure Plan, which was announced in 2022, plans to pump more than R2 trillion into infrastructure development over the next few decades while Cape Town’s latest annual Infrastructure Report confirms that the City’s R120 billion ten year project pipeline remains on track, with the metro’s infrastructure investments set to dwarf those of other cities.
Figure 1 Global Data
SA Construction SME growth
Given the recent downturn the construction market has become more competitive. A significant online presence is imperative to avoid falling behind competitor and with the right digital marketing strategy, construction companies can benefit from more innovative, efficient, and measurable digital strategies. Effectively deployed, digital and social media marketing can be a disruptive force allowing smaller residential construction companies to build brand awareness and win business from larger competitors.
Digital Business Development Stages
Gartner Group list digital marketing as the second last stage of becoming a digital business in their Digital Business Development Stages. Digital marketing is crucial for construction companies in an increasingly online world.
Figure 2 Gartner Group
As most clients now start their search for service providers online, making it imperative for construction firms to establish a digital marketing strategy to stand out in a competitive market.
Digital Marketing Strategies
Digital marketing strategies, like search engine optimization, social media marketing, and targeted advertising, help companies connect with their desired audience in a faster and more precise way compared to old-fashioned marketing techniques. These methods make it easier for businesses to reach the right people with their messages and products.
By utilizing digital marketing tools, companies can increase their brand visibility and communicate with potential customers in a more engaging manner. This modern approach enables businesses to adapt to the ever-changing marketing landscape and stay ahead in the competitive market.
See 3-level digital marketing maturity model.
Digital Marketing for Construction
Digital marketing helps construction companies adapt their strategies quickly when the market changes or customers give feedback. This makes it a dynamic and cost-efficient method for promoting services and creating lasting relationships with clients. By utilizing digital platforms, construction businesses can stay agile and responsive in a competitive industry. This flexibility enables them to fine-tune their marketing efforts effectively to meet customer needs and expectations. More progressive companies are beginning to experiment with technologies such the metaverse and digital twins.
Social Media Marketing options for Construction Companies
Social media marketing involves promoting your business without paying on social media sites. You can choose the platform based on the audience and goals of your business. This way, you can engage with specific groups effectively. The main goal is to reach and connect with your target market through social media platforms. Each platform offers different ways to interact with potential customers.
- LinkedIn is a popular platform chosen by B2B companies, particularly those in industries like construction. It is designed for connecting with other professionals and sharing industry-related information. Companies in construction find LinkedIn useful because it allows them to network with other businesses in the field. Industry-specific content is easily accessible on LinkedIn, making it a valuable resource for businesses looking to connect and engage with others in their field.
- Instagram is a great platform for displaying your projects and designs because it is very visual. It helps you share the visual parts of your work with a large audience that includes people who may be interested in hiring you for residential projects. By posting visually appealing content, you can capture the attention of your audience and keep them engaged with your work. Showcasing your creations on Instagram can help you connect with more people who appreciate your visual style and skills.
- Facebook is a popular platform used by many people. It helps businesses reach specific audiences through ads and lets users share different kinds of posts. Businesses can build a community by creating pages and groups on Facebook. This allows for connecting with customers and promoting products or services effectively.
- X, formerly known as Twitter, is a great platform for sharing fast updates and joining important discussions within your industry. It allows you to connect with influential people and leaders in your field. X is a valuable tool for staying informed and engaging with others in a meaningful way. It provides a platform for sharing your thoughts and ideas with a wide audience.
Content Marketing for Construction Companies
The fundamental goal of content marketing is not just to advertise products or services directly but,
- to educate and entertain the audience,
- thereby creating a deeper, more meaningful connection with them.
This approach includes focussing on the top of the funnel (TOFU), aiming to attract and engage customers early in their journey, rather than pushing for immediate sales. Content marketing cost 62% less than traditional marketing, but it also generates about 3x as many leads.
Video Marketing
Video Marketing is a valuable tool for construction companies because they can showcase their physical construction projects in digital videos to boost their online presence. By utilizing video content, construction businesses can effectively communicate their capabilities and expertise to potential clients. This form of marketing allows these companies to highlight their past work and demonstrate their professionalism to a wider audience. Incorporating video marketing into their overall strategy enables construction firms to create engaging and informative content that can attract new customers and generate leads.
Website Content
A significant portion of the buyer’s journey and research process takes place online. In fact, 97% of consumers check a company’s online presence before deciding to visit them.
When people look for services or information online, they usually begin by searching the internet. This makes a website an important first point of contact. A website needs to grab their interest and offer clear, interesting information to help them make decisions.
Every part of your website content should be aligned to guide customers through their journey from first learning about your business to making a final decision. Tailoring your content to meet their needs can help them understand and trust your products or services.
Creating engaging and informative content for your website can greatly impact how potential buyers perceive your company. By offering valuable information, you can establish your business as a trusted authority in the construction field. This can lead to more interest in your products or services and ultimately attract more customers. It is important to prioritize quality content to enhance your online presence and reach your target audience effectively.
Local SEO Strategy and Google Business Profile
Local SEO and Google Business Profile (GBP) are methods designed to improve your visibility online and help you get more customers from searches in your area. By optimizing your construction website, you can make sure it shows up at the top when people a local search for services like yours. This strategy can bring more potential clients to your business and increase your chances of getting hired for construction projects in your local area.
Pay Per Click (PPC) Advertising
Pay-per-click (PPC) advertising can greatly benefit the construction industry in digital marketing. Google Ads is a useful tool for advertising within the construction sector. Around 80% of businesses worldwide make use of Google Ads for their PPC campaigns, making it a popular choice in the industry. By utilizing PPC advertising on Google Ads, construction companies can reach a wider audience and attract potential customers effectively.