Top 5 Marketing Challenges in the Construction Industry (and how to solve them)

Oct 8, 2024 | marketing

Marketing challenges in the construction industry are probably something you’re familiar with. I can almost guarantee that you will relate to one or more of the things in this list. And I say this because I deal with people in the industry every day through my work as The Construction Copywriter. The good news is that these challenges aren’t insurmountable.

But first, the top 5 marketing challenges in the construction industry:

 

1. Time: Balancing hard hats and marketing hats

You’re busy managing projects, coordinating teams, and ensuring everything runs smoothly on site. I get it. Finding time for marketing often feels like trying to squeeze one more task into an already packed schedule. But neglecting your marketing can lead to periods of downturn in work, or simply work that you don’t enjoy.

2. SEO: Navigating the digital landscape

I’ve been exposed to the construction industry my whole life. And while word of mouth was king for many years, there’s no denying that we’ve had to move with the times and embrace digital marketing. That includes SEO (Search Engine Optimisation) which might sound like a foreign language. You know a little about it and know it’s important, but understanding how to implement it effectively can be overwhelming. Without SEO, you might as well be a beautifully constructed building in the middle of nowhere.

3. Content: What to say and how to say it

You’re amazing at what you do, but translating that knowledge into engaging content for your audience can be challenging. Not to mention time-consuming. How do you showcase your expertise without sounding too technical or boring? Creating valuable, relevant content consistently is crucial for attracting and retaining the type of clients you want to work with.

4. Social media: Building connections

In an industry that thrives on relationships and word of mouth referrals, social media presents both an opportunity and a challenge. Which platforms should you be on? How often should you post? What kind of content works best? Navigating the social media landscape can feel chaotic, but when you nail it, it helps build strong connections, referrals, and even SEO.

5. Measuting ROI: Proving marketing’s worth

From my perspective, this marketing challenge is right up there with lack of time for the construction industry. You’re used to seeing tangible results in your construction projects, but marketing results can be less clear cut. How do you measure the ROI (return on investment) for your marketing efforts? Even though results might not be immediately obvious, it’s important to look at marketing from a long-term perspective, and to track responses so you can gain a better understanding of how to spend your marketing dollars.

So, those were my top 5 marketing challenges faced by people like you in construction. You can probably relate to at least one but what you may have noticed is that they’re all linked. Time has a bearing on everything, while content creation and social media connections can impact SEO. Likewise, tracking results to determine ROI can be affected by SEO, content creation, and social media presence.

 

How to solve marketing challenges in the construction industry

Here’s the best part – all of the above challenges can be solved. They’re not insurmountable. You don’t have to give up on being competitive in this digital age.

And of course, I’m going to say the answer to your challenges is me – The Construction Copywriter. But I want to explain how exactly I can help with each of the above challenges.

 

Time:

There’s no sorcery involved here. I can’t grant you extra hours in the day. But I can deliver what you need without taking up more time than is necessary. My VIP Packages were designed with this specific construction industry challenge in mind. And the philosophy underpins all my work. I get that you’re super busy, and truth be told, probably not interested in sitting through meetings for months on end to work on something like your website.

So, I cut to the chase. I ask you to help out with a detailed brief and then I go away and write. This means a) you don’t have to carve out time to write your own copy, and (b) you don’t have to hold the hand of another writer as you explain industry terminology and processes – I’m a specialist so I either know or pick up on these things a lot faster.

SEO:

SEO can be tricky and complex because it’s like a giant jigsaw puzzle. Unfortunately, it’s an area plagued by people trying to take advantage of unsuspecting business owners. In contrast, I’m very honest about what can and can’t be achieved and this is partly determined by keyword research that I conduct on your behalf. I also explain everything to you in simple language – I was a primary school teacher in a previous life so I understand the importance of breaking down complex concepts. 

I also know it works when done properly because my clients often find me by searching relevant terms like “construction copywriter” on Google. You can get a basic understanding of SEO by reading this previous blog post. Or, if you’re more a talker than a reader, book in a VIP Hour to pick my brain about SEO.

Content:

Writing comes naturally to me, and I enjoy it. But I understand it’s not everyone’s cup of tea (or glass of wine). And even for professional writers, it can be extremely difficult to write about themselves. It’s easier for me as an outsider to your business, to pick out what’s different and exceptional and to convey that through written content. I recently had a client who built the most amazing homes, but if you looked at his digital footprint, you would have no idea. Which was fine when he wasn’t looking for work, but didn’t cut it when he wanted specific clients and types of projects. By engaging me, he was able to show off his services and attract work befitting his skills. 

Being a specialist in construction writing gives me the added advantage of understanding all the nuances of the industry. I’m also able to step into your client’s shoes and view things from their perspective. You can read more about my services here.

Social Media:

I love social media and that makes a huge difference to my outlook. While I don’t write content for client’s social media anymore (it’s a part-time job in itself), I can help you understand where to post, when to post, and what to post.

The algorithms play a huge role and like most things, knowledge (through an understanding of platforms and a look at metrics), can help you navigate your way through. I honestly think every business needs to embrace social media to some degree and I can help you work out a strategy to make it all less overwhelming. I invite you to book a time and pick my brain through a VIP Hour.

Measuring ROI:

The types of content I specialise in are in the long-term category of ROI – Search Engine Optimisation, capability statements, case studies, and blogs. But that doesn’t mean their return can’t be measured at all. Here are three easy ways to track your marketing efforts that will cover some of the harder-to-measure forms of content:

  • Use SEO data tools to track your keywords. If you don’t have access to such tools, simply do an incognito Google search once a month for your keywords and see if you’re appearing on the first couple of pages. 
  • Ask anyone making an enquiry where they found you or heard about you. Track this information on a data sheet so you can see which marketing is attracting leads.
  • After a project is complete, ask your client for feedback to learn what it was that made them choose you over a competitor.

 

As a construction business, you face marketing challenges that are hard to overcome on your own. But with the help of someone like me, you can tackle those challenges and lay the foundation for a strong brand and a successful business.

Get in touch and let’s chat about how I can help you with your marketing.

Welcome to The Copywriting Chonicles

I love the building industry as much as I love writing. You can learn more about me here.

If you have a question about anything building related that you would like me to blog about, please drop me a quick note.

Recent Posts

Should you ditch your copywriter and use AI instead?

As goals and budgets are examined, the question arises about whether you should ditch your copywriter and use AI instead. Sounds tempting, right? I have seen a few businesses go down this path and when I look at some of their output, I kind of cringe. But to be fair I...

Are 3D printed houses a solution to Australia’s housing crisis?

Australia’s housing crisis has reached critical levels. Since 2019, residential housing prices have risen by 38% while capital city rents have increased by 15%. Construction times have also blown out, with stand alone houses now taking 12.7 months to complete compared...

Beautiful places in South Australia

There are many beautiful places in South Australia and this was my attempt to visit as many as I could in a very short space of time. I started off by Googling luxury resorts in Australia as a birthday gift from my husband (lol - at least I was taking him with me)....

The Content Byte Summit 2024

Day 1 After attending The Content Byte Summit virtually last year, I knew I had to be there in person in 2024. And Rachel Smith and Lynne Testoni didn't disappoint with their line-up. The Summit at the Maritime Museum in  Sydney began with a Welcome to Country, and...

Categories

Share This