The world today is becoming more and more interconnected. Everyone and everything seemingly ends up connecting to the web. For construction manufacturers to truly compete they have to be able to use all of the channels available to reach prospects. Utilizing search, optimized landing pages, and social media can all be used to capture both active and passive prospects alike.
Even though many still view construction as a traditional nut and bolt business, the ability to compete in today’s digital world is what will make the difference between a flourishing business and a floundering one.
Original equipment manufacturers (OEM’s) are already beginning to put out some state of the art machinery using today’s technology aimed at giving customers better and more effective products than ever before.
With more people using the internet to research and shop, construction companies must have an effective online strategy to reach their target audience. Here are 3 great ways to make your business doesn’t get left behind in the rapidly changing times.
1. Invest in SEM and Maximize SEO
Making sure people find you online is a huge part of whether or not you will be successful. Search engine marketing (SEM) and search engine optimization (SEO) ensure that you will not be lost in the shuffle.
With SEM, by paying to have your ads served based on keywords people are searching. This can help guide people to custom built landing pages, allowing you to capture valuable data on those who would likely to purchase your product(s). Using landing pages instead of your website can ensure you provide clear calls-to-action without distractions and help you measure the results of your campaign in a more streamlined way. You can also retarget visitors to your landing pages to nurture those that don’t convert.
In addition to paid SEM, fine-tuning your SEO can generate organic web traffic. Choosing the correct title headings, keywords, and linking to valuable data can all influence how successful you are.
But, in the end is focusing so much time and energy on search engine traffic worth it? The numbers indicate it most definitely is. According to the 2016 Equipment World Connectivity Study, 93.1% of those surveyed use the internet to search for information on equipment, tools, and trucks.
In addition to that, a staggering 89.1% find their way to websites via search engines.
It can be a tricky business, but it is worth the work. If you’d like more information on SEO, its importance, and to utilize it, you can check out Think Links Don’t Matter for SEO? Google Says They Matter More Than Ever (Part 1 of 2), or contact us for a consultation on your SEM and SEO.
2. You Must Have an Engaging and Current Website
SEO is important, but you also have to make sure that once a potential customer finds your site that it functions properly. Visitors to your site need to be able to easily navigate without confusion and content provided needs to be fresh and updated regularly.
A failure in one of these areas can lead to a potential customer abandoning your site and moving on to a competitor’s site. When researching a piece of equipment, according to the same 2016 Equipment World Connectivity Report, 74.7% of those surveyed go to the manufacturer’s website for more information.
Having a slow and outdated website is a sure fire way to lose traffic and potential customers. But, having a beautiful and fresh site still isn’t enough on its own. With an increasing number of people using phones and tablets to surf the web, you must make sure the experience on those devices is just as effective.
Source: Stone Temple
3. Facebook Provides a Massive Marketing Audience
Websites, SEM, and SEO all focus capturing prospects who are actively searching for something. Facebook provides an option to target and reach those who aren’t actively seeking you out.
With the increase of internet availability and use, we’ve also seen an explosion in social media use. According to the Pew Research Center, 69% of U.S. adults report using at least one social media site.
Source: Pew Research Center
The most dominant and popular among these is Facebook, with its over 2 billion monthly users.
Source: Tech Crunch
This provides a huge pool of potential customers, contractors and construction specialists among them, all in one place for you to target. In order to narrow it down and specifically target those you want, Facebook has a few options.
You can target based on an already constructed audience built using data obtained from a source such as EDA. Beyond that, it’s also possible to construct lookalike audiences. These are target audiences built by Facebook based on criteria and similar interests specified in your imported audience. And if that’s not enough, you can also boost posts and pages to make sure you get in front of as many eyes as possible.
Your Online Strategy is the Key to Your Success
Internet usage is booming and continues to grow each and every year. Making sure your company maintains a robust and current web presence (not just a web site) will ensure that you are on the cutting edge and setting yourself up for success moving forward.
Using all search engines to your advantage, a properly functioning (and mobile-friendly) website, and marketing on social media’s most dominant site, Facebook, are three ways to boost your company’s business and get your brand and products in front of the customers who need them.
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