The year 2024 presents exciting opportunities for building contractors and trades companies to elevate their business through effective marketing, advertising, and design strategies. In an increasingly competitive market, staying ahead requires embracing innovative tools and services while staying attuned to the latest trends. Luckily, the sheer number of tools and resources available for all business owners has never been bigger. In this article, we will explore the key trends shaping the industry and provide valuable insights on how construction businesses can utilize marketing, advertising, and design to thrive in the coming year.
Harness the Power of Digital Marketing
The digital landscape continues to evolve, and businesses that can adapt to these changes will enjoy a significant competitive advantage. Service companies of all types should focus on the following digital marketing trends in 2024:
Creating personalized content by tailoring content to specific target audiences can lead to higher engagement and conversions. Utilizing customer data and insights, businesses can create personalized marketing campaigns, showcasing relevant services to potential clients. All social media and digital ads platforms have some sort of post and account insights that you can use to help make informed decisions regarding your content, from the types of content that your audience interacts with the most to the time of day that’s best to post for your followers specifically. Leverage this free information and be sure to keep checking back.
Video content continues to dominate online platforms, and construction companies can capitalize on this trend to showcase their projects, share success stories, and provide informative tutorials. Engaging videos can help establish trust and credibility with potential clients. Creating video content that resonates with your audience doesn’t need to be a huge expenditure that requires an outside production company either; the best camera you have is the one in your pocket. Pull out that iPhone, put it in front of your face, and give us a walkthrough of your jobsite. Tell us about some valuable knowledge that you thought of this morning during breakfast that might make the homebuilding process easier for your potential clients.
Embracing Virtual and Augmented Reality technologies can revolutionize the way clients experience construction projects. Companies can offer virtual tours, allowing clients to visualize completed projects before construction begins. Companies that aren’t at least using something like Matterport scans of their finished homes are already behind the eightball as compared to the larger competitors in the market. When creating interior and exterior scans, remember that Matterport has now launched a virtual reality app for all of the major headsets, including the Oculus Quest, which is the most affordable and popular virtual reality headset on the planet. 4. Collaborating with influencers in the construction industry can amplify brand awareness and reach a broader audience. Partnerships with architects, interior designers, or home improvement influencers can prove highly beneficial. Oftentimes, we think of influencer marketing as something reserved for massive cosmetics or clothing companies, but there are plenty of micro-influencers right here in your hometown that are not only looking for partnerships, but have a greater effect on the local community anyways. Just because you aren’t selling Kylie Jenner Lip Kits doesn’t mean influencer marketing can’t be one of the most cost-effective forms of Native Marketing available to any local business.
Leverage Social Media Platforms for Greater Visibility
In 2024, social media platforms will continue to be a crucial component of any marketing strategy. While the landscape is being reformed and the big players are fighting at the top, social media as a whole isn’t going anywhere. The following platforms are particularly valuable for building contractors and trades companies. (Spoiler Alert: Facebook’s not on here):
Instagram: This visual-centric platform is ideal for showcasing completed projects, work in progress, and behind-the-scenes glimpses. Utilizing Instagram's features like Reels and Stories can help companies stay relevant and increase engagement. At this point, Instagram is fighting the battle with TikTok and is begging for fresh content. If you have the bandwidth to do more than just repost your TikToks on Instagram Reels, it will probably be worth it as the average American’s skepticism of TikTok is still rather high.
LinkedIn: Often overlooked, LinkedIn can be a goldmine for B2B (business-to-business) marketing. Building contractors can leverage the platform to connect with potential clients, architects, and industry professionals, establishing thought leadership and credibility. Posting blog content and being intentional about connecting with potential prospects can land you some huge partnerships in your industry; LinkedIn has been the place to do that for well over a decade.
TikTok: While once considered primarily for entertainment, TikTok has evolved into a platform with potential for informative and engaging content. Short, creative videos can help construction companies tap into a younger, tech-savvy audience. With that, every day that goes by, TikTok’s average user gets older and older. The content on the platform is so far beyond dance videos and skits at this point, it’s taking over the information space in general. Even massive YouTubers are making a transition towards building their TikTok following with intentional short-form content. As of writing this article, TikTok recently increased their allowed video length to a whopping ten minutes. My advice: Keep it under a minute.
Leveraging Customer Reviews and Testimonials
Leveraging online reviews can be a game-changer for businesses in the digital age. Positive reviews can act as powerful social proof, building trust and credibility among potential customers. To harness the potential of reviews, businesses should actively encourage satisfied customers to leave feedback on platforms such as Google My Business, Yelp, Trustpilot, and industry-specific review sites. Responding to reviews, whether positive or negative, demonstrates that a business values its customers' opinions and is committed to providing excellent service. Engaging with customers in this manner fosters a sense of trust and reliability, attracting new customers and encouraging repeat business.
Moreover, businesses can leverage reviews as a valuable source of insights and feedback. Analyzing customer feedback helps identify strengths and areas for improvement, leading to enhanced products, services, and customer experiences. It also allows businesses to address negative reviews promptly and professionally, turning a dissatisfied customer into a loyal advocate. Monitoring reviews and addressing customer concerns in a transparent and empathetic manner shows potential clients that the company is responsive, responsible, and genuinely cares about customer satisfaction. Utilizing these reviews as feedback loops not only improves the overall customer experience but also boosts brand reputation and fosters lasting customer relationships.
I challenge service-based businesses to try using an online platform like Podium to help generate more reviews for their businesses and thus work their way up the Google My Business 3-pack on Google. Podium is a comprehensive customer interaction platform that streamlines the process of collecting and managing reviews. By integrating a platform like this into your operations, you can proactively request reviews from satisfied customers through various channels, such as text messaging or email, making it easy for clients to share their feedback. The platform's user-friendly interface allows companies to monitor and respond to reviews from a centralized dashboard, ensuring prompt engagement with customers. Moreover, Podium offers valuable analytics and sentiment analysis, providing insights into customer sentiments and preferences. Check your Customer Management System to see if it has something similar built-in; there’s a good chance you’re already paying good money for this capability if you use a CMS like ServiceTitan or SalesForce.
Utilizing Artificial Intelligence (AI) and Chatbots
AI-driven technologies are becoming increasingly prevalent in marketing and customer service. In 2024, building contractors and trades companies can harness AI to optimize various aspects of their business:
AI algorithms can analyze data from various sources, including website interactions and social media engagement, to identify potential leads and prioritize prospects who are more likely to convert. This streamlines the lead generation process and ensures a more targeted approach.
Integrating chatbots into websites and social media platforms can enhance customer service and response times. Chatbots can engage with website visitors, answer frequently asked questions, and provide information about services, even outside regular business hours.
AI-powered predictive analytics can be used to forecast project timelines and anticipate potential challenges. By analyzing historical project data, AI algorithms can identify patterns and optimize project scheduling, leading to better planning and resource allocation.
AI-powered image recognition and data analysis can automate the inspection process, ensuring quality control and compliance with regulations. This technology reduces the risk of human error and streamlines the inspection workflow.
As we move into 2024, building contractors and trades companies have exciting opportunities to grow their businesses through innovative marketing, advertising, and design strategies. Embracing digital marketing trends, leveraging social media, and showcasing sustainable initiatives will enhance visibility and attract clients. Utilizing AI-powered tools and collecting customer reviews can strengthen client relationships. Furthermore, investing in innovative design and branding will ensure a memorable and professional identity. By staying ahead of the curve and embracing these trends, construction businesses can continue building a successful future in the industry.