Laying the Digital Foundation for Small Construction Businesses in the UK
In the construction business, it’s often about who you know. The industry thrives on word-of-mouth and reputation, where face-to-face networking often leads to contracts. Yet, in this context, the potential of digital marketing channels remains largely untapped. The digital marketing landscape for the construction business is surprisingly low on competition, presenting a unique opportunity for those willing to venture into it.
For small construction businesses in the UK, particularly those offering specialized services like window installation or bricklaying, digital marketing might not seem like an immediate necessity. However, as the industry evolves and competition intensifies, it’s crucial for these businesses to adapt and harness the power of digital channels. Here’s a deep dive into why digital marketing is a game-changer, along with specific strategies, benefits, real-world examples, and compelling statistics.
Boosting Online Visibility
In today’s digital age, people often turn to the internet for research before making decisions. Even if your small construction business primarily relies on referrals, an online presence can enhance your credibility and professionalism.
From the Contractor’s Lens: The Hunt for Subcontractors
Imagine a contractor searching for a reliable subcontractor. Like most of us, they turn to Google for a quick search, typing in something like “window installation subcontractor”. Here’s the twist – a majority of small construction businesses are yet to fully embrace digital marketing. This scenario opens up a world of opportunity for those who do. By ensuring your business is visible online, you position yourself as a top contender in the eyes of contractors seeking the services you offer. This edge can be a game-changer in landing more contracts.
Precision in Outreach
Digital marketing empowers you to target specific demographics. Whether you aim to connect with other businesses or homeowners in need of your services, digital advertising enables you to reach the right people at the right time.
Cost-Effectiveness
When compared to traditional marketing, digital marketing can be significantly more cost-effective, allowing you to reach a larger audience without breaking the bank.
Trackable Results
One of the key advantages of digital marketing is its measurability. You can track the results of your efforts, enabling you to identify what’s working, what’s not, and adjust your strategy accordingly.
Google My Business and Local SEO
It’s crucial to ensure your business is visible when someone searches for construction services in your area. **Google My Business** is a free tool that allows you to manage how your business appears on Google Search and Maps.
A small roofing company in Leeds saw a 40% increase in phone inquiries after setting up their Google My Business profile.
Social Media Advertising
Facebook advertising can be particularly effective for small construction businesses. You can target ads based on location, interests, and more.
A UK-based plumbing business invested £5 per day in Facebook ads and saw a return on investment of over 400% within the first month.
Content Marketing through Blogs and Videos
Share your expertise by creating blog posts or videos. This not only aids with SEO but also positions you as an authority in your field.
A London-based electrician started a blog with tips on home electrical safety and maintenance. Over six months, their website traffic increased by 73%, and they saw a significant increase in inquiries for their services.
Engaging in Online Communities
Participating in local community groups or construction industry groups on social media can help create goodwill and establish authority.
A small construction firm in Birmingham engaged in local Facebook community groups by giving free advice on home improvement projects. This led to an increased local reputation and several new contracts.
The Numbers Don’t Lie
According to a study by The Chartered Institute of Marketing (CIM), 76% of construction professionals believe that digital marketing is crucial to organizational success. However, only about 46% of construction businesses in the UK have a defined digital marketing strategy.