To further understand the use of inbound marketing in the construction industry, the Construction Marketing Association conducted a national survey of construction professionals. The following questions were asked:
1. Do you employ Inbound Marketing?
2. If yes, what types of inbound marketing activities do you employ?
3. What types of content do you develop?
4. What is your most effective Inbound Marketing activity?
5. What is your least effective Inbound Marketing activity?
6. How do you measure inbound marketing results?
7. How do you classify your company?
82% of construction professionals surveyed employed inbound marketing, while only 18% do not.
Respondents indicated that the top three inbound marketing activities employed were Facebook (65%), Search Engine Optimization (61%), and Twitter (61%). With 52% enewsletters were not far behind. Paid search and toll free call centers were the least used tactics, both with 3%.
The most popular type of inbound marketing content is PR or news announcements (68%). Blog posts (52%), videos (42%), case studies (39%), website landing pages (39%), white papers (33%), and webcasts/seminars/training programs (23%) are some other common types of content developed. On the other hand, books/ebooks and surveys/studies are used less frequently (3%).
Blogging is considered the most effective inbound marketing tactic by construction professionals surveyed with 23%. Overall, social media sites were not rated as effective as tactics like blogging, SEO, and enewsletters.
36% of respondents indicated that the least effective inbound marketing tactic used is Facebook.
77% of those surveyed use website analytics to measure their inbound marketing initiatives. 23% use social profile traffic/followers, 19% use registrations, and 10% use sales. Only 3% of those surveyed use keyword ranking, brand awareness, or inbound calls as metrics. 10% do not measure inbound marketing results.
Respondents came from a variety of companies within the construction industry including building products manufacturers (19%), media/marketing (19%), commercial construction (16%), construction services (13%), other (13%), distributor/supplier (10%), equipment/tools manufacturing (7%), homebuilder/remodeler (3%).
Other Survey Results
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