It’s that time of year again! With 2013 coming to an end, it is important to begin looking ahead to marketing goals and initiatives in 2014 (hopefully you have already given it some thought).
Below are 5 construction marketing resolutions that can help your company in 2014:
1. We Won’t Ignore Local SEO
The local search war for construction and construction-related brands has been heating up and rankings in search engine results pages (SERPs) are increasingly important. And research shows that 49% of local searches are conducted without a specific brand in mind (Google Places).
What are two tasks you can complete to build local SEO?
- Location landing pages on your website
- Build reviews
One element of your local search-ranking factor is the number and quality of reviews your business receives. Read the Importance of Online Reviews For Construction Brands for more information.
Optimize your website for local search by building location landing pages on your website. Learn more about this strategy here: Drive Targeted Traffic to Your Construction Website With Landing Pages.
2. We Will Amp Up Lead Generation
Lead generation has never been more important to marketers targeting construction decision makers, whether construction firms or building product manufacturers
All marketing should be focused on generating leads or sales:
- Build awareness with advertising, publicity, and networking
- Develop a referral program with existing customers
- Use construction lead services like Dodge, Reed, local and regionals
- Purchase customer lists and use telemarketing qualification to build or improve lists
- Conduct email campaigns to customers and prospects
With an increased digital and social focus in 2014, there are even more opportunities for capturing leads. And you can use that great content you are creating with registration pages to capture leads. Keep in mind 90% of purchases begin with a search!
Be sure to download the CMA whitepaper: Lead Generation Best Practices For Construction.
3. We Will Get Visual
As attention spans decrease, and the oversaturation of information continues, visual (and micro) content will become even more important. Infographics, videos, pictures. The popularity of sites like Instagram, Vine, or Snapchat is a clear indication of a preference shift towards visual. Visual content will dominate in 2014. Consider these statistics (Wishpond):
- 90% of information transmitted to the brain is visual, which is processed 60,000 times faster in the brain than text
- Videos on landing pages increase average page conversion rates by 86%
- Businesses who market with infographics grow in traffic an average of 12% more than those who don’t
Pictures of your machinery or tools, project pictures, infographics, company culture, tradeshows and events. There are plenty of opportunities for your construction brand to get visual.
4. We Will Optimize For Mobile
Mobile can no longer be ignored (hopefully you haven’t been). Why? 2/3 of mobile phone owners use their phone to access the Internet and check email. This number has doubled since 2009. And 21% of use mobile as their primary Internet-viewing device (Pew Internet & American Life Project).
What this means for marketers is that mobile websites and mobile-friendly emails are now a requirement, not an option.
To ensure your website is optimized, please read our blog: Mobile Website Marketing for Construction Brands.
5. We Will Get Social
Slowly but surely, engineering, architectural, and construction (AEC) companies are recognizing the importance of social media in business. Our recent survey found that approximately 97% of respondents employ social media.
Here are 6 reasons your construction business needs social media marketing:
- Social media marketing compliments, extends, and enhances your existing marketing efforts
- Social media marketing can improve search authority
- Social media can be more measurable than traditional marketing
- Social media marketing can be more cost efficient than traditional marketing
- Beyond marketing, social media can support other critical business functions such as customer service, recruitment, and more
- Social media marketing is building a huge body of evidence and case study examples
Big social media trends in 2014 include using paid advertising options, customized content, real time marketing, and more.
No 2014 Resolutions blog would be complete without some personal, self-improvement resolutions suggested in our recent newsletter: Join the Construction Marketing Association, become a Certified Construction Marketing Professional, CCMP; read the book Tools of the trade: Modern Marketing for Construction Brands; and find a job with the CMA Career Center.