Why is marketing so important for construction companies?

In recent years, there have been numerous funding programs and a contractor market in the construction industry. Your services didn't have to be offered, they were sought after. It is hardly surprising that many construction companies have neglected marketing and concentrated on contracts.

Why is marketing so important for construction companies? Sound marketing is important precisely because there is a lot of competition in the construction industry and your potential customers want detailed information. This is the only way to build trust and win customers.

Potential customers start looking for a suitable provider long before the contract is awarded. Well-founded marketing puts your company in the foreground, makes it visible, stays in people's minds and allows you to better assert yourself against the competition.

Marketing in the construction industry as a specialty

Industry marketing is part of everyday life today, but the construction industry in particular is considered special. The classic marketing strategies used in other sectors are only partially effective here. There are many reasons for this:

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• Your company does not offer traditional products, but services at different locations.

• Each service depends on the circumstances at your customer's premises, such as the building environment and the building site or the conditions in existing buildings.

• Human labor is of great importance in the construction industry.

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These are special features that need to be taken into account when marketing for construction companies. It is necessary to optimally dovetail both sales and marketing.

At the same time, as a construction company you have various starting points for marketing. You can start both before and during the construction phase and give potential clients an insight into your work.

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How can construction companies benefit from good marketing?

Your target group is consciously looking for the most comprehensive information possible. This means you have a very grateful audience for your marketing. The important thing now is to pick it up. Taking advantage of marketing opportunities is based on setting clear goals, defining your target group and finding the right strategies.

The focus for sustainable success is on differentiation from competitors and building trust with potential clients. Our experts at MORE know exactly what is required of industry marketing for the construction sector. For us, marketing and PR go hand in hand. We use all available options and check which strategies suit you and your target group.

Marketing also supports employee recruitment

An important aspect of marketing is employee recruitment. The main focus is often on attracting satisfied customers. However, numerous inquiries are of little use if you do not have sufficient specialist staff for your construction company.

If you increase your visibility with marketing, use branding to build a brand and thus create value for your company, you will also become interesting for specialists.

Marketing in the construction industry: tips for your success

So it's now clear that you can't do without marketing as a building contractor either. We at MORE already have many years of experience as an external marketing department and can now provide you with some tips that are particularly effective:

Tip 1: Stand out from the competition

There is high customer demand in the construction industry, but at the same time the competitive situation is really impressive. Therefore, avoid boring and well-known marketing campaigns and focus on standing out from the competition. Be prepared to try out new approaches. Take your potential customers to the construction site, answer questions live on the social media network - be customer-oriented.

Tip 2: Integrate employees into marketing

This advice does not mean that you should necessarily set up your own marketing department and involve your employees in this. Instead, we would like to give you the tip of drawing on the expertise of your employees in order to become interesting for customers - and specialists - as a construction company. The closer potential customers are to the action, the more likely it is that a connection will be made.

Tip 3: Boast about your successes

Anyone who commissions a construction company would also like to know how good the company's work is. What better way to do this than to use your successful projects for marketing purposes? References are useful both on the website and in a marketing campaign. Especially if your customers can see the performance behind the success.

Tip 4: Rely on analyses

Of course, marketing for construction companies can be successful if you start directly with a campaign. However, it is even more successful to carry out an analysis beforehand, define your target group and then align the campaign accordingly. Many people don't realize that successful marketing is based on good market research. By using analytics, you can effectively target potential customers and tailor your marketing strategy to them.

Tip 5: Integrate sustainable strategies too

Many marketing agencies tell their clients that good marketing has to be loud and fast to attract attention. This is justified. However, we would also like to give you the tip of keeping sustainable strategies in mind. A campaign doesn't just have to last a short time. It can also build up over a longer period of time. A good example of this is a well-maintained channel on a social media platform. Conduct regular interviews with your employees on specific topics. This builds closeness and trust.

Tip 6: Make sure you have a focus

We see time and again that construction companies lack focus in their marketing. Concentrate on one segment when marketing.

Tip 7: Be where your target group is

Marketing can be carried out through a wide variety of channels. However, more is not always better. It makes more sense to look at where your target group is and concentrate on these channels. From trade fairs and poster advertising to social media, you have many opportunities to be really effective.

Tip 8: Work together with experts

As an external marketing department, we at MORE have often found that marketing is much less successful without the knowledge of experts. The goal is always to increase the visibility of your construction company, increase sales and benefit from this in the long term. This is precisely why we recommend that you work together with experts and benefit from their specialist knowledge.

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Why social networks are ideal for construction companies

We would like to take a brief look at digital marketing - and social media in this context. Professional marketing today can no longer ignore the digital possibilities.

Of course, a website is an important basis for summarizing information about your offer at a glance. But how do customers get to your website? In addition to good SEO optimization and high-quality content, the impact of social networks should not be underestimated at this point.

Let's take a brief look at the results from the Digital Report 2023. The following information can be found here:

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• German users only spend around one hour and 40 minutes a day on social networks.

• TikTok tops the list of the most popular platforms, followed by WhatsApp, YouTube, Facebook and Instagram.

• 43% of users aged between 16 and 64 buy at least one product online per week.

• When searching for suitable products and services, 65% use search engines, 38% use price comparison portals directly and 31% use social networks.

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The compilation of these results shows that construction companies can hardly avoid using social media if they want to address a broad target group.

What's more, you're not offering products, but services. The price comparison portals take a back seat at this point, while the social networks catch up.

There have long been construction companies that inspire the Internet community with a podcast, regular interviews and articles and have an interested community, which naturally also includes potential customers. Now it is important to establish themselves against the competition.

Social media platforms offer the best conditions for this. Direct contact with customers and interested parties as well as the opportunity to provide insights into the everyday life of a construction company ensure that you can make your company stand out from the crowd.

Conclusion: Marketing is indispensable for construction companies

Many construction companies are still not taking full advantage of the opportunities that marketing offers them. This means you are losing the opportunity to attract both potential customers and specialist staff. With a well-founded marketing concept, you can build trust, create visibility online and offline, present yourself close to your customers and thus increase demand for your services.

It is precisely because the construction industry is special in terms of marketing that cooperation with experts in this field is highly recommended. At MORE, we act as an external marketing department. Thanks to close cooperation with our customers, all our concepts are completely customized. Our experts have years of experience as well as in-depth training and further education in online and offline marketing. We would be happy to advise you!

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