How Construction Companies Can Boost Business And Attract New Customers During A Pandemic?
by Ciaran Gillen | Sept. 7, 2020
All businesses across the globe are facing the heat of this health and economic crisis and it is time that business owners make decisions crucial to their business success. Today, nothing's more important for construction business owners than to communicate with their customers and market their services more than they ever did. In this post, you will learn how you can leverage the COVID-19 lockdown to remain profitable during this economic crisis. So, without any further ado, let's dive into the content. 10 Things Construction Companies Should Do to Get New Leads During a Pandemic Here are the 10 ways construction companies should look forward to generating new leads during the coronavirus or any other pandemic that may disrupt how we all do business. Don’t Make Panic-driven Decisions These are tough times. We have all seen trade plummeting for all businesses across the globe. A number of readers might not even be trading at the moment because of reasons that are beyond their control. But, the thing we all have to understand is that this situation will get better one day. We have a perfect example of China, where the coronavirus cases had reached their peak and then started to fall. Today, they have lifted the lockdown and a huge percentage of the employees have returned to work. Not just that, they have even begun their exports and imports all across their country. However, international travel is still slow since we have not yet found the coronavirus vaccine, but there will always be light at the end of the tunnel. What we mean to say here is that you should not panic at the moment and also at the same time, should not underestimate the terrible effects of coronavirus. You may have to pause your business for a while, but that shouldn't trigger you to make erratic decisions out of panic. Even if you need to take government assistance, you should never quit on marketing and scouring for new leads during the crisis. Stay Connected with Customers If you have been running your construction business for a long time you should definitely have paying customers. During COVID-19, we highly recommend you to stay connected with them through email or social media. Social media is definitely the most significant form of communication during the pandemic. If you observe the trend closely, you will see that the Internet usage has dramatically increased over the last few months. This is because people don't have anywhere to go and the only form of entertainment they have is the Internet. They are spending more time on social media, which for your construction business is a great opportunity. Make sure that you keep your customers engaged and updated about the projects you undertook before the whole COVID-19 fiasco happened. Improve Your Online Presence More and more people are looking for products and services online than they ever have. They have been using the lockdown and isolation to make more Google searches and research about different products and services that they might need at present and in future. It is important that you as a business take advantage of this time off and create a solid online presence for your construction business. As a rule of thumb, anything that is online at the moment will be consumed. Therefore, it is the best time for you to improve your online presence and ensure that your construction business can be easily found. This is not the time for your business to stop functioning. It is the right time to go all out at the online front and gain an edge over your competitors that have already given up. Improve Your Site’s SEO You can be doing everything in your power to improve your digital presence. But, it will all be an exercise in futility if people cannot find their way to your business website. Since you have a construction business, your potential customers will need answers to their questions, which is why they will most definitely try visiting your business website. Therefore, it is important for your construction business to have a business website that is optimised for search engines to perfection. The website should follow all the Search Engine Optimisation best practices if you want to cut through the noise and stand out. Google and other search engine companies are known to roll out algorithm changes to make sure their online users get the most value in terms of information provided on them. You must make sure that your website is frequently optimised to keep up with the trends and algorithm changes. Create content on your website that provides value to your potential customers and drive them to take the desired action. Most importantly, your website should be accessible and rank high on usability. The whole idea of optimising your business website for SEO is to help your potential customers reach you through relatable keywords on any search engine. The more optimised your website will be for SEO, the better will be its chances to rank higher on a Search Engine Result Page (SERP). This will ensure a steady flow of organic traffic to your website which will eventually help you get more leads for your construction business. Use PPC Advertising They say ‘when things are going good, you should advertise and when things are going bad, you must advertise’. Therefore, now is the perfect time to double down on Pay-Per-Click advertising. There are more eyes on the Internet at the moment. Your PPC ads will appear before more people. This is a tremendous competitive advantage that your construction business should not miss out on. With PPC advertising, your construction business has a huge opportunity to dominate page one of Google. There are other reasons as well to run PPC ads for your construction business. The average cost per click for PPC ads have decreased by 6% across all verticals and this trend is likely to continue in the coming weeks as well. Thus, it will reduce the amount of money you need to pay Google for every ad click. PPC advertising is the best way to get in front of more people without having to break your bank, at least during the COVID-19 pandemic. It will help you get a lot of brand awareness for your construction business. Getting leads through PPC advertising during this pandemic will definitely be a bonus. Adapt Your Offers to the Circumstances Believe it or not, there is a lot of irrelevant and inappropriate advertising being done on television lately. Brands have not realized that they need to make changes to their branding in the wake of the coronavirus pandemic. There are many offers going on for travel agencies. You will see a lot of ads where brands are calling consumers to spend money recklessly on products they don't need at the moment. It's true that the percentage of your target audience is at home consuming content on the Internet and television. But, it doesn't mean that you will bomb them with inappropriate advertisements and messages that might turn out to be counterproductive during this coronavirus pandemic. Come up with thoughtful discounts and offers on the services your construction business provides. But, do not spread misinformation that can put the lives of people in jeopardy. This will help you gain customer’s trust as they will be impressed to see how you changed your branding in your quest to show support and empathy during these tough times. This is the time to build leverage because when things go back to normal, it is what you do now that will help you generate leads for your construction business post coronavirus. Track Your Marketing Metrics We understand that the number of sales is plummeting and you are not able to generate business like you used to. But, that doesn't mean you should stop looking at the marketing data. It is more important than ever now, that you pay close attention to how marketing is working for your construction business. Check the statistics and figure out what is working and double down on that. If marketing campaigns that were working previously have stopped producing the expected results, it is most probably because they have become irrelevant. You must stop spending your money on those particular campaigns for a while. Even during a crisis, you must depend on numbers and never involve guesswork. Just examine the data, figure out the trends and make changes to your marketing campaigns. Plan Your Future Marketing At this moment you have all the time you need to plan things for the future. You should make the best use of this time to plan for things once the coronavirus crisis comes to an end. You should make use of this time to plan your future marketing and how you will pull yourself out of this rut and become operational. Now that you don't have to commute to your office or commit yourself to frequent in-person meetings, you can use this time to go over things like your website design, website design optimisation for improved conversion rate, Search Engine Optimisation audit and much more. This is the time you should spend for self improvement. It is the time that you should use to go back to the roots and correct the mistakes that you did in the past but could not get time to fix them. Invest in Social Media Marketing Most construction businesses don't have a solid social media presence. This is unfortunate because social media platforms provide a huge opportunity for construction business owners to reach their target audience. These social media platforms have some of the finest customer bases and it is very easy for businesses to find their target audience on them. Creating content that is relevant to your target audience and that targets the pain point of your customers can help you create a great impression. It is also a great opportunity for you to connect with like-minded people and contribute to the community of construction business owners as well. If you haven't created a business account for your construction business, it is the right time to do it and add value to your target audience's lives. You don't have to be over-ambitious with your social media marketing strategies. All you need to do is keep your social media pages active and engage with your target audience on a regular basis. Optimise your social media pages to perfection because search engines also take social signals into consideration when it comes to ranking your business website on Search Engine Result Pages (SERPs). List Yourself in Online Directories Since people are forced to stay inside their homes, they might be looking for services nearby them. If your construction business is listed in several online directories you will have a great chance at getting ranked on the search engine result pages when somebody in your vicinity searches for the services you are offering. There are many ‘near me’ searches going on which shows that people are interested in knowing the location of your business. This is where local SEO comes into play. Optimising your Google My Business listing and adding positive reviews to your account will help you rank better for keywords related to your niche. When your construction business listing will show up, your potential customers will be able to connect with you with just a tap on the screen. This is only possible when you optimise your Google My Business listing properly. Wrapping Up In such fast-changing and volatile situations, construction business owners should be able to reciprocate with logical marketing strategies to generate leads for their business. They need to make fast decisions and have an adaptive approach at the same time. We hope this piece of content brought great value to you. If it did, don't forget to subscribe to our weekly newsletter as we bring all the latest updates from the world of online advertising. Happy Constructing!