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Five Reasons to Embrace Content Marketing in 2020

By Bobbilynn Hollifield
December 13, 2019
Embracing content marketing in 2020

When they need building services, your prospective clients are looking online to find a contractor to fulfill their needs – 97% of them, in fact. Despite this, more than 50% of construction companies aren’t utilizing the marketing options available to them, leaving a LOT of money on the table.

Your website can be your most valuable marketing asset when it comes to connecting with your potential customers, increasing leads and converting leads to customers simply by meeting them on their turf – the internet. For it to do its job, however, you need to be generating quality content.

Does the term ‘inbound marketing’ sound familiar to you? It should, and if it doesn’t, read on to learn about how inbound marketing could potentially increase your sales leads by up to 300%.

What is inbound marketing?

Inbound marketing is a collection of marketing strategies in which potential clients are pulled toward your business when they’re looking for services that you can perform.

These strategies include things like:

  • Content marketing
  • PPC (pay per click) advertising
  • SEO (search engine optimization)
  • Social media

Inbound marketing is much more effective than ‘traditional’ marketing tactics like television commercials, mailed flyers, print ads and the like and at a cost that is typically only 30-40% of traditional marketing costs. We’ll focus primarily on content marketing in this post, since it’s the most impactful of all the strategies currently available.

So, what’s the big deal with content marketing?

Content marketing focuses primarily on creating value and distributing content that’s relevant to a clearly defined audience — in this case, individuals and/or businesses looking for services related to building and construction. The goal is to provide this value with no strings attached, which creates brand recognition, brand awareness and ultimately, drives profits through the actions of your audience. Here’s why:

1. Content marketing drives 800% more site traffic than sites without dynamic content.

This is because unlike traditional marketing concepts, content marketing provides something of value to prospects without asking them for anything in return. When you give people something that’s valuable to them without asking them to buy, they feel that your brand understands and values their individual needs. This makes them likely to return to your firm in the future.

2. Don't Go into Details

How often have you typed a question into the search bar and along with matching results, you get a whole “People also ask” section with other links you may find relevant. Probably pretty often, as they show up in roughly 85% of search engine results pages (SERPs). Tailored, targeted content, when done really well, ends up here and ideally reaches the consumers who will find it useful.

Tailored content also fosters brand recognition, one of the most important – if not THE most important – aspects of marketing; when consumers remember content that is relevant to them, they’re more likely to return to your company when they need your services.

3. Consumers prefer learning through content rather than ads

Ad blocking in 2020

Consumers are actively taking measures to avoid seeing ads through the use of ad-blockers. Can we blame them? The average American consumer sees up to 10,000 brand messages a day – an overwhelming number, especially when most of them aren’t relevant to most consumers at the time they’re exposed to them. Consumers are sending a clear message to advertisers that their ads are more annoying than useful. Providing engaging content that the consumer seeks out is much more valuable to the consumer as well as an effective way to garner an average of three times more leads than ads.

4. Americans are always shopping

No, it’s not a sweeping generalization. In fact, at any given time, 85% of Americans are shopping, whether it’s online or in a physical store, for goods or services. Your content is available to consumers when they want it – not popping up randomly on unrelated websites, social media feeds or otherwise annoying people who aren’t even currently in the market for services such as yours. Good content not only provides value, it also ages well, so whenever consumers decide they’re ready to build a home or otherwise could use your services, your content will remain relevant.

5. Content is shareable

Consumers who read your content have the ability to spread your message and share it with others who may be interested in your type of services. Now, not only has the first consumer found value in your content, the people they shared it with have seen it and could potentially become your customers. Shareable content has the ability to increase your sales leads exponentially while providing value to the people who find it relevant to them.

We Know Construction

Construction Marketing is a full-service marketing and advertising agency that works exclusively with clients in the construction industry. We provide a wide range of effective marketing strategies to help your brand stand out in this oversaturated market. Our team will create an entire marketing plan that is unique to your brand and is directly targeted to your desired customer base. We help your firm achieve its goals and reach the next level of growth. Call us to schedule a meeting to discuss your business goals and we’ll take it from there.

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