5 Marketing Mistakes Construction Companies Make and How to Fix Them
Introduction
The construction industry is highly competitive, and businesses that fail to modernize their marketing strategies risk falling behind. That’s the first hard truth of this article. These mistakes may be holding your business back, but the good news is they’re completely fixable.
By the time you reach the bottom of this page, you’ll know which of these mistakes are ruining your company’s reputation and stunting your year-over-year growth. Let’s dive in.
Mistake #1: Ignoring Local SEO
Unless you’re a major corporate construction conglomerate (if you are, click here), odds are you’re working within a specific service area. By not optimizing your local search results, you’re missing out on potential clients in your area. And it all begins with your Google My Business (GMB) profile.
An optimized GMB profile ensures your business appears in local search results, helping potential clients find and trust you. Not only is it free to set up, but it’s also one of the most powerful tools for any business owner.
How to Fix It:
Claim and optimize your Google My Business profile. Follow our step-by-step guide for detailed instructions.
Ensure your GMB profile includes:
Business name
Address
Phone number
Website link
High-quality photos
Encourage satisfied clients to leave 5-star reviews, as they improve your ranking in local search results. Need more reviews? Learn how to get them here.
Use local keywords like “excavation [city name]” to help your business rank for relevant services in your area.
Mistake #2: Underestimating the Power of Social Media
SOCIAL MEDIA IS NOT JUST FOR KIDS!
86.3% of adults are active on social media, yet many construction companies treat it as an afterthought. Ignoring social media means missing opportunities to connect with potential clients and employees. Platforms like Facebook, Instagram, and LinkedIn are essential tools for the construction industry.
How to Fix It:
Create high-quality content such as project updates, client testimonials, and before-and-after photos.
Post consistently using a content calendar. Learn how to create one here.
Engage with your audience by responding to comments and messages.
Use platform-specific tags and copy to reach a wider audience.
Remember, social media platforms are free to use. Take advantage of their algorithms to expand your reach and grow your business.
Mistake #3: Poor Website Design
Your website is your digital resume, and potential clients and employees will judge your business by its appearance. An outdated, slow, or hard-to-navigate website will drive users away, often straight to your competitors.
53% of web views come from mobile devices, so your site must be mobile-friendly and fast-loading.
How to Fix It:
Invest in a clean, modern design that aligns with your brand.
Ensure your website:
Loads quickly
Is mobile-optimized
Has concise, informative content
Use high-quality images of your work and team.
If your website isn’t up to par, check out our web design services here.
Mistake #4: Ignoring Reviews and Reputation Management
Whether reviews are good or bad, you need to respond to them. Positive reviews build trust, while addressing negative ones shows professionalism and a commitment to improvement.
Scenario: Imagine one of your trucks cuts someone off on the highway. A frustrated individual might leave a one-star review saying, “They cut me off and gave me the bird!” Most people can look past such a review, but failing to respond can hurt your credibility.
How to Fix It:
Encourage happy clients to leave positive reviews.
Respond to all reviews respectfully and professionally.
Address negative reviews by offering to resolve issues offline.
For every one-star review, you need twelve five-star reviews to balance it out. Start building your online reputation today!
Mistake #5: Not Tracking Marketing ROI
Without tracking your marketing efforts, you’re essentially setting money on fire. Many companies waste resources on ineffective ads or agencies that don’t deliver results.
How to Fix It:
Use tools like Google Analytics and social media insights to track performance metrics such as:
Website traffic
Conversion rates
Lead sources
Focus on key actions like form submissions, direct messages, and call button clicks.
Adjust your strategies based on data to maximize your ROI.
A good marketing strategy should yield a 5x return on investment. With data-driven insights, the more you spend, the more you’ll make.
Conclusion
Avoiding these five mistakes can transform your construction business and boost your growth.
Ready to take your marketing to the next level? Contact The Construction Marketing Blueprint today and start seeing results!
