This year has been tough for people all over the world. Whether it is individuals or enterprises, everyone is affected by the ongoing COVID-19 pandemic. The global viral outbreak has put a significant dent on commercial activities, including the construction business. However, things are now getting better, as many countries have succeeded in flattening the curve.
Businesses are opening up with the condition of following the relevant SOPs. Construction machinery has also started revving up, and we can expect construction activities to go back to normal while following pandemic-related precautions.
If you own a construction company and are mulling over making a new market campaign, you need to take care of certain things in line with the pandemic. Despite the falling number of cases, we still need to continue social distancing and to follow other preventive measures to ensure we can go do our jobs and our day-to-day work without contributing to a second wave.
Therefore, your construction company’s marketing strategy needs to take this into account accordingly. Here, we are going to discuss a set of measures that you should take while devising a marketing plan for your construction company amid this pandemic.
Marketing Construction Services in Pandemic: Focus on Virtual Means of Promotion
Construction companies usually rely on traditional means of promotion that involves a lot of socialization. One-on-one meetings, seminars, and site presentations— all these tools help construction enterprises to network and reach out to maximum potential clients. However, all of these will remain halted for several months even after the lockdown is fully lifted.
As a construction business, you need to adapt to the requirements of these pressing times. If you are worried that you won’t be able to develop an outreach the way you would do in the past, we suggest taking a deep breath and focusing on digital and virtual promotion.
You need to understand that clients also know they can’t get to know a construction business through old ways, at least for now. So, they will also be using the internet to search and assess a construction company.
If you want to reach out to maximum potential clients through the internet, take care of the below things.
Your Website’s SEO
You may already have a website for your construction company. However, there are chances that it has been dormant since you didn’t need it before the pandemic to reach out to customers. If that’s the case, then it is time to focus on the website and refurbish it. By refurbishing, we mean update it with new content and optimize it for search engines.
You need to make sure that your company’s website appears in the topmost results when clients search for a construction company in the area of your operations. This outcome is possible by working on the site’s SEO. If you don’t have an in-house marketing team with SEO experts, you can always hire third-party professionals at a reasonable fee to boost the SEO of your construction webpage.
Get Active on Social Media
You can’t ignore social media as a marketing tool, whether there is a pandemic or not. However, its marketing importance has increased manifold during COVID-19 because people are spending more time on various social platforms while being stuck at home. For every business, including construction companies, this is the time to leverage their presence on social media.
Make sure your construction company has active accounts on all relevant social media platforms. You can also promote your pages/accounts on these networks if you have set a marketing budget. This way, you can reach out to more user timelines and feeds.
Put Across Valuable Content
You also need to upload valuable content to your social media to get more engagement. As a construction company, you have to make sure that people can rely on you during this to get the latest updates about the directives related to the construction business in your state/city/area.
Similarly, put informative blogs and posts on your website and social media accounts where you can impart considerable helpful construction services information to clients. The overall idea is to make sure that people looking for construction services can find out all the relevant information and answers to their questions without going anywhere.
Video Is the Key
If you haven’t created video content for your company’s online promotion so far, now is the time to do that. Conduct webinars and make video testimonials of your company’s employees. Shoot video snippets of your current construction sites and upload them on the internet after the dash of contemporary editing and mixing.
Seeing is believing— video content is the best available option to convince people regarding your company’s reputation when they can’t engage with you in person.
Organize Online Events
Online events are also an extension of curating video content. You can organize Q&A sessions regarding your construction service and the breakdown of their corresponding charges. You can also organize online events for site viewing and inspections through Zoom and other video-conferencing apps. Today all formal in-person interactions are being carried out on video conferences, and a construction company can also do that.
Don’ts of Construction Services Marketing in Pandemic
You also need to steer clear of various things while promoting your construction business during the pandemic.
- Don’t use visuals with people and crowds for poster ads and other posts.
- Don’t offer something that seems like an exploitation of the situation. An ad copy should not focus on keywords associated with the pandemic, for example, COVID-19, coronavirus, quarantine, social distancing).
- Don’t become an alarmist and create panic. It is better if you don’t share the statistics associated with the pandemic situation. They can get you more traction. However, they may not benefit you in terms of business. Business Marketing Solutions Group can help you in reaching out to maximum potential clients during this pandemic. From designing your digital logos to promoting your online PR activities, and manage your social media, it can assist your construction company in every step of its virtual promotion efforts during the ongoing COVID-19 outbreak.
Business Marketing Solutions Group can help you in reaching out to maximum potential clients during this pandemic. From designing your digital logos to promoting your online PR activities, and manage your social media, it can assist your construction company in every step of its virtual promotion efforts during the ongoing COVID-19 outbreak.