According to Dodge Data and Analytics, it is estimated that the total construction starts in the United States will rise by about nine percent in 2015, a significantly larger gain compared to the five-percent increase recorded last year.
As the construction industry continues to prosper, construction firms are stepping up their marketing efforts to win more customers and increase their market shares.
They are using a wide array of tools and strategies to promote their brands, products and services, from traditional marketing methods such as vehicle advertising to trendier marketing mediums such as social media marketing.
Here is a look at some of the marketing strategies that are widely used by construction companies….
Social Media Marketing
A report released by the Construction Marketing Association in 2013 showed that 97 percent of professionals in the construction industry had incorporated social media into their marketing programs.
Their most preferred social media websites included LinkedIn, Twitter, Facebook, Google+, YouTube and Pinterest. By investing in social media marketing, construction companies can make their brands known to potentially millions of consumers, drive more traffic to their websites, build communities to facilitate word-of-mouth advertising, increase customer loyalty and gain valuable customer insights.
As the following article shows, besides reaching out to consumers, some of them are also trying to attract top talent on social media by posting information about available employment opportunities, such as position responsibilities, salaries and benefits, requirements to be a contractor and others.
Examples of companies in the construction industry that have built a strong social media presence include Caterpillar, Kiewit Corporation, Clark Construction Group, Riggins Construction and Management, Burgin Construction and Therm-All.
According to a Nielsen report, about 65 percent of Americans owned a smartphone in 2013, which was an 11-percent increase from 2011.
With mobile devices becoming an increasingly preferred communication medium, more and more construction companies are turning to mobile marketing to expand their marketing reach.
Mobile marketing is a great marketing option because it gives them round-the-clock access to their customers, enables them to send time-sensitive marketing messages with little or no delay, helps them interact with their customers on a more personal level and delivers high response rates.
Additionally, it is more cost-effective than most other forms of marketing.
There are a number of ways that construction firms can reach out to their target consumers through mobile marketing, including their websites and blogs, social media, text messaging and mobile advertising.
Other Marketing Methods
Besides social media and mobile marketing, construction companies are using many other marketing methods to attract and engage consumers.
These include TV and radio advertising, print advertising, vehicle advertising, telemarketing, local networking, direct mail marketing, referrals, Chamber of Commerce recommendations, Yellow Pages advertising and trade shows.
The construction market is becoming more competitive, and many construction companies are finding it increasingly difficult to land new clients.
In order to succeed and grow, they need to use a combination of effective marketing tools and strategies to set themselves apart from their competitors.
About the Author: John McMalcolm is a freelance writer who writes on a wide range of subjects, from social media marketing to small business.