What Are the Best Marketing Tools for Your Construction Company?

There’s a plethora of marketing tools available, and, as a novice, you can easily get confused or spend your entire budget on them. With management tools, competitive analysis tools, and other keyword tools, it can be hard to know where to focus. 

We met with Dalia Ceron Gonzalez, of Image Marketing, to shed some light on this complex subject. Here’s how she summed it up: “The 5 recommended marketing tools for start-ups are a logo, brand image, main contact information, website, and business cards.” No more, no less.

We’ll explain all of the aforementioned points, as well as the different tools to rationalize your marketing strategy and take it to the next level. Most of these tools are free and effective. 

The Relevance of Marketing Tools for Companies

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“If the only tool you have is a hammer, you tend to see every problem as a nail.”

The “law of instrument” or Maslow’s Hammer, as revealed by Abraham Kaplan and Abraham Maslow applies to numerous fields, including marketing. 

The key to successful digital marketing is using the right management and marketing tools. 

Rest assured, not every tool will require an additional monthly or yearly subscription. Most marketing tools are free and powerful enough to help you plan your marketing strategy like a pro. 

What Are the Marketing Communication Tools?

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Digital marketing isn’t the only way to win clients over. Your communication starts with much simpler elements: 

Logo

A logo is indispensable for your company’s identity. Even if your core area of expertise is complex, your logo should still be simple. Take examples like Nike, Apple, or McDonald’s—they all have renowned logos because of their simplicity. 

When it comes to colour, stick to your graphic charter.  

Graphic charter

Your company should have brand colours. These colours will not only be present in your logo but also featured on the pages of your website. 

Consider favouring greens to represent ecology, red for luxury, white for simplicity, or black for elegance. 

Business cards

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Keep it clean, simple, and to the point by including the following essential elements:

• Your address; 

• Phone number; 

• Email;

• QR code linked to your website.

Portfolio

Potential clients want to know what you’re capable of. Nothing’s worth more than a good portfolio filled with your best work. 

Fortunately, there are some websites like Heyzine that allow you to create up to 5 free portfolios and embed them on your website. 

Sponsorships

As a construction company, you can make a name for yourself locally by sponsoring a sports team. How, you ask? By purchasing their team jerseys, for example, and having your company logo printed on them. 

Is the local hockey team organizing an annual raffle? Consider offering giveaways to promote your company locally. 

Expos

Meet potential new clients not coincidentally, but where they’re actively seeking you out: expos. 

When they come up to you, it indicates that you have a solution to a problem they’re struggling to fix. Expo centres provide an opportunity not only to understand clients’ needs but also improve your services and refine your company’s message to better serve them.

5 Digital Strategy Tools for a Construction Company 

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1- Your website

Accuracy and conciseness should guide you while creating every single page of your website. Potential clients should be able to quickly find answers to their questions. 

Within 5 seconds, all users should be able to gather the following information:

• Who you are.

• What you do.

• What your services are.

• What sets you apart from the competition.

But most importantly, they should know what’s expected of them:

• Request a quote.

• Get in touch.

• Provide their email addresses.

• etc. 

If your website fails to deliver, redesign it until it becomes straightforward.

2- Social media

As a construction company, your work is primarily focused locally. While Facebook is a good social media platform, it may not necessarily be the best option. Achieving high levels of exposure on Facebook without paying is becoming increasingly difficult.

However, many contractors are now creating videos to showcase their work as tutorials and then posting them on YouTube. When it comes to establishing brand awareness throughout the province, few tools are as powerful as YouTube.

Learn more about it in our article Contractors: Acquiring New Clients Through Social Media.

3- SEO

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That’s your blog articles, specifically written around keywords that you're targeting as a construction company. To ensure your presence among search results, it’s important to ensure that the content you create is:

• Up-to-date; 

• Regular; 

• Accurate; 

• Interesting; 

• Original.  

To outperform the competition, don’t look at what they’re writing. Instead, explain, in your own words, what you do and how you do it (techniques, materials, legislation, perspectives, innovations, etc.). 

4- Google Business Profile

This tool enables you to locate your company on Google Maps. Once you’ve done that, you’ll be surprised by the number of new clients who used to drive by your place of business every day without knowing it. 

Keep in mind that in this day and age, when people have a need, they often turn to Google as their first resource.

5- Google Ads

It’s advertising, and you can achieve it on Google by targeting specific keywords. The goal is to rank first on the search results page. 

The benefit of using this technique is that it provides quick results at low costs, thanks to:

• Pay-per-clicks on your ad;

• Budget control by setting a maximum pay-per-click bid;

• No minimum budget requirement. 

Since you have the ability to stop your advertising campaigns at any time, you can manage your scheduling and stay in control.  

What Are the Most Used Digital Marketing Tools?

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If you’ve already done some research on the matter, you’re probably familiar with a few popular marketing tools. This is normal since they're the most widely used in digital marketing.

Mailchimp

Mailchimp is one of the most widely-used digital marketing tools for managing email campaigns. Its purpose is to automate your email sequences, increase open rates, generate more clicks, and ultimately drive more sales.

Canva

In digital marketing, design plays a crucial role in creating signs, videos, graphics, and social media posts. Canva allows you to do all of this yourself, like a true professional. 

Yoast SEO

Yoast SEO is a WordPress plugin that is essential for your website’s SEO. As its name suggests, it serves as an SEO tool. 

It not only enables you to write your meta descriptions for your website but also helps you automatically generate the layout of your pages using schema.org. 

Semrush

Semrush is a comprehensive marketing tool that allows you to analyze and monitor your competitors. With Semrush, you can uncover valuable insights such as:

• Their sources of website traffic;

• Their backlinks;

• Pay-per-click search traffic;

• Their ads on the Google Display Network;

• Their website’s ranking for each keyword. 

Trello

Trello’s a free and user-friendly project management tool. It enables you to efficiently organize workflows among your team members and keep track of ongoing projects. 

Two Free Online Strategic Analysis Tools

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If you want to establish an online presence, Google is the way to go, and the good news is that Google offers a range of marketing tools designed to optimize your digital marketing campaigns. 

The best part is that all Google tools are free to use.

1- Google Analytics 

Google Analytics is the ultimate online tool for digital marketing. By setting up a line of code on your website and configuring Google Analytics, you gain valuable insights into your website’s user behaviour. You can track:

• User’s country and city of origin; 

• New users; 

• Visited web pages; 

• Time spent per visit; 

• Source of traffic (Google search, direct, social media); 

• etc. 

Google Analytics provides you with a comprehensive understanding of how users navigate your website. It’s such a valuable tool that nearly every webmaster in the world uses it. 

2- Google Search Console

Google Search Console is an ideal add-on to Google Analytics. It’s a free online tool that enables you to:

• Monitor how your pages rank on Google’s search engine.

• Determine the keywords that contribute to your search rankings.

• Identify any page indexing issues on your website.

• Evaluate the user experience based on core web vitals.