Unsure if you’ve identified the right audience for your building and construction business?
Allow the digital marketing professionals at Aqueous Digital to point you in the right direction.
We have years of invaluable experience working with construction companies across the UK, using SEO (Search Engine Optimisation) and paid media to help drive enquiries, improve their brand awareness, and boost their online presence for business-critical keywords.
Below, we explain the various methods that you can use to help your construction company identify its target audience as well as some of the most effective marketing channels for businesses operating within this industry.
Who is the target audience for construction companies?
The exact target audience for construction companies can vary significantly depending on the specific business.
This is because these organisations can work with residential, commercial, industrial, and even government clients on a wide range of building projects.
How to identify the target audience for your construction company
Having a strong understanding of your company’s ideal target audience is a necessity for the creation of an effective marketing strategy.
This will allow you to more accurately tailor your choice of marketing activities to the personality, demographics, and needs of your target market for optimised results.
To help you identify the target audience for your construction business, we recommend:
Analysing your existing customers
A clear understanding of your current customer base will play a vital role in identifying your target market. To name a few important factors, the age, location, and interests of your existing market should be taken into consideration.
You can obtain this information through customer surveys shared either online, via email, or paper forms. Exchanging this customer information for a discount on your services can encourage greater participation and more comprehensive answers.
Conducting competitor research
Keen to tap into the audience of your competitors?
If they provide similar services to your construction company, it’s worth learning more about their target audience.
Which marketing channels are they using the most?
Which demographics are their adverts targeted at? Much of this information can be found easily online.
Creating customer personas
Creating personas is a worthwhile activity for construction companies that appeal to or work with a broad range of customer types.
This activity involves the creation of a fictional character (typically through surveys and collected digital data) to represent a particular demographic of target consumer.
For example, ‘John the homeowner’ is likely to have different construction company priorities to ‘Jess the architect’.
By identifying which specific persona you want to do more business with, you can tailor your choice of marketing activities, tone of voice, and content as appropriate.
How to get in front of your target audience
Once you’ve identified your target audience, you can turn your attention to creating a marketing strategy that helps you to connect with them.
For construction companies, we’ve identified three crucial marketing avenues that you may want to explore further.
Social media
Social media marketing can be a powerful tool for showcasing your industry expertise and building trust with potential customers. Platforms like LinkedIn, Instagram, TikTok, and Facebook can all be used to share project case studies, positive reviews from happy customers, and informative blog content.
SEO (Search Engine Optimisation)
Whether you want to receive more calls, boost engagement, or improve the quality of enquiries, organic search services can be an effective route for many construction businesses.
This is because good SEO involves making technical website changes as well as producing keyword-optimised pieces of content relevant to the building industry.
As a result, search engines will begin to view your website as an industry authority, helping to increase your search rankings and ensure your website is being seen by the right people.
PPC (Pay-Per-Click)
Unlike SEO, which is a longer-term marketing strategy, PPC is a form of paid advertising that aims to deliver almost instant results.
It works by charging the company a fee every time their advert is clicked on by an online user.
It therefore benefits the advertiser to put your service advertisements in front of online users that are most likely to interact with them.
This makes PPC an effective marketing channel for building brand awareness and capturing the interest of new clients that are actively searching for your constriction services.
Increase your online enquiries with Aqueous Digital
Searching for friendly and confidential marketing advice for your construction business from industry experts? Speak to the digital marketing professionals at Aqueous Digital today!
With a proven track record of achieving high Google search rankings for our customers in the building and construction industry, we can help your website to be more easily found by your target market.
Alongside being specialists in organic search, we can also support you with paid media services, user experience improvements, and more digital marketing activities.
Ready to have an informal chat about how we can help your construction business to be found by the right people?
Please feel free to arrange your free website audit and initial consultation by simply giving us a call today on 0800 285 1424.
Alternatively, we also welcome email enquiries sent to hello@aqueous-digital.co.uk as well as questions sent in via our handy online contact form.
