As we head into 2017, there are a number of web marketing trends likely to affect companies in the construction and trade environment. The sooner you can incorporate these in your construction website and social media posting, the earlier you’ll be able to gain from the benefits available. Here are some of the trends we’re watching at Dyggz Marketing, which will be built into the digital strategy for our clients:
Going Visual with Video
Seeing is believing, and that’s just one of the advantages of using video on your website. Some of the ways home contractors can do this are:
- Filming footage of your finished projects, such as a walk-through of a completed home renovation, or showing the “before” and “after” views of the same areas.
- Recording the processes you use, for example during the installation of new electrical wiring in a home. This could include shots of the original wiring and perhaps a clip of the inspector explaining why it needs replacement, followed by footage of you or your workers handling an aspect of the installation. End with a final view of the installation after cleaning up, so potential clients can see the scope of your work.
- A personal “explainer” video of you or one of your senior workers discussing how you approach a specific type of project.
These videos can be streamed live on your social media using Facebook Live, or pre-recorded and uploaded to your website and other locations. You don’t need an expensive video camera to record them, the quality delivered by using a smart phone or computer webcam is usually good enough.
Minimizing Environmental Impact
All over the world, homeowners are becoming more environmentally aware than previously. Part of this can be attributed to the high price of electrical power, but most people realize the need to reduce their impact on the planet wherever possible. Homeowners from the millennial generation with young children are especially concerned about the issues facing the planet, and are more likely than ever to look for renovation contractors and other vendors who make use of sustainable building materials. Most construction companies now do so, but it’s not always easy for your prospects to discover this information.
Make it a point in 2017 to include details of your environmental awareness in your home contractor marketing, so clients with an eye for this detail will be able to distinguish you from your competitors.
Getting Up Close and Personal
With the overload of advertising that’s around these days, consumers are tired of being bombarded with generalized, promotional messages. To reach your prospective customers with your marketing, it’s going to be essential in 2017 to make your messages more personal. This means:
- Using data gathered through online quizzes and downloadable materials to narrow your target audience to very specific segments
- Researching the market to find out what people are looking for and where they hang out online
- Connecting with visitors to your website through options such as live chat boxes, 360 degree images they can move around
- Creating information in the right tone and format and posting it in places where they will see it
- Sending them personalized communications based on their online searches and behavior
- Making sure your website is responsive for computers, mobile devices and intelligent options like Siri and Alexa.
Marketing your services is all about convincing homeowners to trust your construction or trade company with their most expensive investment, and to do that they need to get to know you as personally as possible to develop confidence in you.
As technology becomes increasingly sophisticated, it creates opportunities to draw users in with some great interactive marketing options.
Do you have a range of floor plans clients can choose from? Why not make them available on your website using software that enables the user to manipulate them to suit the size and style of their home.
How about testing the different wall colors and other finishes in a virtual environment, before they make a final choice? Or even landscaping the outdoor area of a home before you tackle that reno project?
All these options are possible, and even if the results are only artistic renditions the fun your clients will have playing with them could swing the ball in your favor.
Do It Now
Keep in mind that web marketing trends change frequently, so if you want to make the most of these it’s imperative to start doing so right away. You don’t have to be a techno-geek to do it, either—by contracting with an experienced agency familiar with construction and trade marketing, you can have the best of all worlds today.
Andrea Butterworth is the owner of Dyggz Marketing; a company focused specifically on websites and marketing for construction (AEC) and trades. With over a decade in corporate leadership roles in web publishing and marketing, Andrea started her own company helping businesses big and small develop and implement successful online strategies. After working with varied companies in the construction industry she decided to support this segment explicitly and constantly work to deepen her understanding of the most effective ways to market them.