Construction industry is a very competitive marketplace, different with fast-consume business’s customers, buyers know exactly what to expect from your product or service before they buy it, most consumers and interaction company is very professional in common business region. Obviously, they focus on pricing, efficiency, productivity, aftermarket service, and so on. For all this element build brand value for each construction industry companies.
In digital age, another important element of successful brands is build online awareness, that’s why for each traditional industry companies, especially most famous industry companies focus on building best online awareness for their own brand, compare with traditional social media, best online awareness of brand extremely efficiency builds customer trust and perceived value via website. Below is several step for construction industry companies to build online awareness.
Building a construction business website
Contractors of all types need their own websites. I don’t care if you’re a one-man or one-woman operation, or if you deal only with government contracts and have 18 crews working around the country. You need a website for your construction business.
A website is a place for potential customers to check you out, see the kind of work you do, and decide whether they can work for you. But it’s important to have a professional-looking site. If your online presence is shoddy or severely outdated, you’ll look less credible, and people will be less likely to hire you. Here are five tips to get you started with your very own construction business website.
1. Just get started, even if you hire someone.
2. Tell your brand story
3. Be sure to include photos and videos
4. Blog about your projects.
5. Integrate everything and look to the future
(as Erik Deckers et. GoDaddy in their article “5 steps for building a construction business website” [Link: https://www.godaddy.com/garage/5-steps-for-building-a-construction-business-website])
Optimize your construction business site for mobile usage and locality.
Online behaviour is constantly evolving and one of the major tasks for brands is to remain authentic and continue developing trust. Strategic thinking is required to adapt to the ever changing environment and ensure your brand remains relevant to audience needs now, and in the years to come. Strong brands stand the test of time because they think about the future and don’t just focus on short term results and outcomes. Gain insight into what is important to your customers by listening to the conversations they are having online and predicting how your product and/or service can evolve to meet these, and future, needs. Sustaining a strong brand requires adaptability and the flexibility to constantly learn and evolve quicker than your competitors. This can sometimes involve taking (calculated) risks, especially as technology is moving so fast and new tools and techniques are constantly being invented. You don’t want to be left behind!
A current example of this is mobile. What are construction brands doing about this? Have they looked at their analytics to see what proportion of website traffic is coming from mobile devices? Do they know whether engineers, contractors or architects are looking for product or installation information online when they are on site? If there is a significant proportion doing this then why are these brands not developing mobile apps and ensuring that their websites are mobile and tablet friendly? If you are still stuck in the mindset of ‘my customers don’t use social media/mobile’ then you will be left behind. This failure to adapt and innovate can have drastic consequences.
(as Pauley Creative et. Pauley Creative in their Blog “5 ways to build your brand online in the construction industry” [Link: http://www.pauleycreative.co.uk/2012/04/5-ways-to-build-your-construction-brand-online/])
Ask customers to write testimonials about your construction business
The digital landscape has opened up huge opportunities for construction companies to communicate with architects, specifiers, employees, customers, supply chain members and many others online. Part of building your brand online is using digital channels to create a dialogue with these key people. Social media should be seen as a 2 way communication opportunity, not just a chance to blast out your latest product information. Think before you post and aim to share content that is of value. This can come in many different formats and should generate discussion and interest. Sure, you will be posting the odd promotional message but make sure that this is not the sole purpose of using social media.
Due to the large number of available channels, with new ones popping up every few weeks, it’s crucial to make sure you are only concentrating on those platforms and channels that your target audience is active on. Take the time to research, listen and identify the online behaviour patterns of your target audience and construction your marketing plan around this. If your research reveals that most Architects use Twitter and Linkedin to find information about products then why are you spending most of your time on Facebook? Don’t try and define the communication platform and medium for your audience. Instead find out where they are, what they’re talking about and build your online community there.
Next steps: Embracing disruption and preparing for the digital future
The construction industry is at an inflection point, analogous to the move from landline telephony to cellular technology. Digital technologies are disrupting the industry, providing new opportunities to address the challenges of poor profitability/productivity, project performance, skilled labor shortages, and sustainability concerns. Digitization of the construction industry is not a question of if or when—the changes are happening now.
The industrialization of construction and the application of proven manufacturing technology and best practices will help companies drive reliable outcomes and improve margins. Digitization will increase productivity, eliminate waste, and mitigate the adverse impact of on-site surprises.
Digitization will change most everything, including the competitors and the barriers to entry. The end result: a more productive and profitable industry that builds more sustainable assets. Construction companies must take steps now to join the digital future and stay ahead of the competition—or risk being left behind.
(as Robert Leeds et. Digitalist Magazine in their Blog “Top 4 Challenges Facing The Construction Industry” [Link: http://www.pauleycreative.co.uk/2012/04/5-ways-to-build-your-construction-brand-online/])