What unique challenges do Building & Construction companies have online?
Gaining the right kind of website visitors. Building trust with those visitors. Beating the competition. These are some of the challenges that building and construction companies have online.
A typical set of questions from business owners includes “can you rank me on Google for X keyword?”, “can you bring me 1000 visits each month?”, “we need decent enquiries, the leads we’re getting aren’t for the type of work we want to be doing, can you help?”. We want to make a genuine difference to any business we work with, and usually that means generating more enquiries from their target customers. We could spend time generating lots of visits for a certain keyword or from a certain place, but the end result should always be to hit a business goal – new enquiries, repeat enquiries, customer retention, etc.
Gaining the trust of website visitors is a particular concern for building and construction companies – it’s likely that you have a lot of competitors, and that your customers might perceive you and your competitors to offer the same quality of service, even though that might not be true. Getting the message across to people that you offer a certain quality and that your prices offer more value than competitors is a challenge. It’s a challenge we’ve taken on, and succeeded.
If you’re looking over your shoulder at the competition, we understand. We’ve all done it. Thankfully, we’ve worked on campaigns where the client has gone from a position of saying “this competitor is doing X, Y and Z, we need to be doing that” to regarding their competitor as irrelevant thanks to the success of the campaign. It’s a nice feeling.
How do we work with companies in the Building & Construction sector?
We focus on business results – that’s what you’re interested in, so that’s what we’re interested in – it’s worth repeating this, and if you work with us you’ll hear it a lot more. What that means is that our objective is to send leads and enquiries your way through digital marketing. We’re not going to try and rank your website on Google for a keyword that brings a lot of traffic but zero enquiries or other benefits, we focus our time and tactics on things that will make a real impact on your business.
We use different techniques to target each goal in a campaign.
For website traffic we primarily look at Google Search and how we can rank for keywords related to your services.
The pages we rank in Google are also ‘optimised for conversion’, which means that we make sure they have the right attributes to persuade people to actually make contact with you.
We setup a ‘funnel’ to bring people that didn’t make an enquiry (but might still be interested) back to the website to persuade them further.
Our campaigns can be integrated with any offline marketing you’re doing – typically that can mean any brochures or catalogues you have, flyers or promotional items. That can also mean integrating with aspects that aren’t necessarily promotional, but are crucial to your success – we want to show you off in the best possible light, so we look at the way you do business and use that to build trust with your prospective customers. Trust is the one thing that will make someone call you or send an enquiry, so that’s a primary focus for most campaigns.
Here’s a list of services we can (depending on the objectives) include in a campaign:
- Local SEO
- Content Marketing
- Link Acquisition
- Email Marketing
- Landing Page Design/Website Management
- Consulting & Reporting
What kind of Building & Construction companies do we work with?
We work with clients who offer construction and building services – limited companies, from solo operators/small operators to enterprise-level firms.
We do tend to work differently with companies of certain sizes. If you’re a director of a company with one to ten employees, chances are you’re responsible for marketing and sales to some extent. If you’re an in-house marketer in a medium/large company then you may have some team members we’ll be working alongside.
Our tailored approach means that our work, and the way we work, can fit into your business. As an agency delivering a service, we’ll carry out all of the work for you. As consultants, we can advise you on what to do and fill in the gaps where necessary.
Timescales & Budgets for a Digital Marketing project
We have established processes in place to tackle each part of a campaign – we’ll put the work in and report on results each month we work with you. Some campaigns run over a number of months, some over a longer period – the point of working together is to bring results for your business. We’ll forecast a length of time required to hit these targets and will ask for your feedback along the way.
We have a minimum booking of £1000.00+VAT per month. This is a baseline as work is only undertaken after a full estimate and proposal.
We do have other pricing structures depending on your type of business, and we operate in a fair manner and don’t tie you into a contract.