Branding + Marketing + Video + Web

A Blueprint to Digital Marketing for Construction Companies

April 3, 2024

3 minutes

Did you know that over 8,000 construction companies are vying for attention on platforms like LinkedIn alone? In such a fiercely competitive market, standing out requires more than just high-quality projects; it demands a solid online presence. Although the construction industry is one of the least digitized sectors, it has been embracing digital transformation in recent years to make operations more productive and efficient. The transformation has reshaped marketing strategies, catapulting digital marketing for construction companies as a pivotal tool in enhancing lead generation and brand visibility.

Recent statistics underscore this shift, with a BuildOps survey revealing that one-third of U.S. construction companies actively engage on Facebook, and a significant 63% leverage video platforms like YouTube for content sharing.

This data is evidence of the growing recognition of digital marketing’s role in reaching potential clients. This article will delve into the marketing strategies that construction companies can harness. We’ll also explore how our team at Cross & Crown can empower your construction company to leverage the full potential of digital marketing.

Digital Marketing for Construction Companies and Their Preferred Online Platforms

Understanding your target audience is pivotal to tailoring digital marketing for construction companies effectively. This means pinpointing the key decision-makers within the industry—usually project managers, architects, procurement officers, and owners.

Their online behavior includes seeking out valuable content, engaging in professional discussions, and leveraging networks for recommendations. As such, your business should be visible where these conversations are occurring.

Some of the popular online platforms that decision-makers in the construction industry are likely to use include:

  • LinkedIn: Social media platforms, particularly LinkedIn, serve as vital networking and information-sharing spaces for construction professionals. LinkedIn groups are goldmines for insights and discussions related to construction projects, technologies, and best practices.
  • Google My Business: For construction companies, local visibility is key. Google My Business (GMB) is an essential tool for improving your local SEO, allowing you to appear in local search results and Google Maps. Ensure your GMB profile is complete, accurate, and updated with recent projects, reviews, and contact information.
  • Facebook and Instagram: These platforms often have high domain authority in search engines, making your company more discoverable to those looking for construction services in your area. Platforms like Facebook and Instagram offer opportunities to showcase your projects, share expertise, and connect with potential clients.

Read More: How to Keep Up With Digital Marketing Trends and Increase Revenue

SEO Efforts in Digital Marketing for Construction Companies

SEO is your secret weapon in digital marketing for construction companies. On the digital battlefield, where visibility equals opportunity, you can sharpen your SEO strategies to build a strong online presence.

Local SEO

Focusing on local SEO ensures your company appears when potential clients search for construction services in your area. This involves optimizing your website and content with location-specific keywords and phrases. For example, incorporating terms like “construction services in Pennsylvania” or “Philadelphia construction companies” can help attract clients searching for construction help in those specific areas.

Page Health

The backbone of your website’s SEO is its page health. This encompasses various factors such as page speed, mobile responsiveness, and secure connections (HTTPS). Google prioritizes sites that offer a seamless and safe user experience, so ensuring your website is technically sound is crucial.


In digital marketing for construction companies, obtaining backlinks from authoritative industry websites boosts your SEO credibility and your reputation among potential clients. Focus on creating high-quality, informative content that other sites want to link to, and consider partnerships or guest blogging opportunities within the construction industry.


Utilizing a blog to share construction-related content is a powerful way to enhance your search engine visibility. Blogs allow you to incorporate various keywords, including long-tail keywords that potential clients might use when searching for specific construction services or advice. Regularly updating your blog with fresh, relevant content keeps your site dynamic and engaging, encouraging visitors and search engines to pay attention.

Read More: Content SEO vs Technical SEO: Why You Need Both to Succeed

Social Media in Digital Marketing for Construction Companies

Here is how you can make social media work harder for your construction business:

digital marketing for construction companies

Elevate Brand Awareness With Paid and Organic Social Media Posts

Merging paid advertising with organic posts allows you to capitalize on the strengths of each approach. Organic content in digital marketing for construction companies builds and nurtures your existing audience, establishing a foundation of trust and engagement through regular updates, project showcases, and direct interactions. On the other hand, paid posts enable you to break through the algorithmic limitations and reach a broader, targeted audience.

Leverage Social Media Analytics for Data-Driven Decisions

Social media analytics provide critical insights into the performance of your campaigns, from engagement rates to audience demographics. By analyzing this data, you can refine your strategies, focusing on what works best and adjusting or discontinuing what doesn’t.

Build Trust With Testimonials

Leveraging customer testimonials on social media platforms is a powerful way to build trust with potential clients. Sharing positive feedback and stories from satisfied customers adds credibility to your brand and humanizes your company, making it more relatable and trustworthy.

Showcase Your Work

Showcasing your work on social media demonstrates your expertise and strengthens your brand authority. High-quality images, videos, and stories of projects—from groundbreaking to ribbon-cutting—offer tangible proof of your skills and success. This visual portfolio engages your audience, inspiring confidence in your services and setting you apart in a competitive market.

Read More: 7 Holistic Advantages of Social Media Marketing

Paid Advertising in Digital Marketing for Construction Companies

Let’s dive into strategies that can turbocharge paid advertising efforts in digital marketing for construction companies:


Retargeting is a powerful strategy to keep your construction company top of mind for individuals who have shown interest by visiting your website but haven’t taken the next step. Retargeting campaigns serve as gentle reminders, nudging potential clients back to your site to explore your services or contact you.


In the construction industry, where projects are often bound by geographic location, geotargeting becomes invaluable. By setting your paid ads to appear only in specific regions, cities, or even neighborhoods, you ensure your advertising budget is focused on the areas where you’re most likely to win projects.

A/B Testing

The key to maximizing your return on investment (ROI) in paid advertising lies in continuous optimization. A/B testing, or split testing, is a method where you compare two versions of your ad creatives or copy to see which performs better. Making incremental changes and testing everything from headlines to call-to-action buttons allows you to systematically improve your ad’s effectiveness.

Read More: 5 Unexpected Benefits of Digital Marketing for Small Businesses

Video Marketing in Digital Marketing for Construction Companies

Video marketing has emerged as a game-changer for construction companies, offering dynamic ways to showcase projects, expertise, and brand identity. Let’s explore how you can harness the power of video to captivate your audience and drive engagement:

Create Immersive Experiences with 360-Degree Videos

Imagine giving your potential clients a virtual tour of your construction projects, allowing them to explore every angle as if they were physically there. Incorporating 360-degree videos and virtual tours into your digital marketing strategy does just that. This immersive experience showcases your work in stunning detail while enhancing user engagement, setting you apart from competitors.

Elevate Your Website with Professional Videos

Integrating professionally produced brand videos into your web design can keep visitors glued to your site. According to Wyzowl, 82% of marketers have found that video content increases website dwell time. This enhanced engagement improves the chances of converting visitors into clients and positively impacts your SEO rankings.

Boost Engagement and ROI

Videos have a profound impact on engagement metrics across the board in digital marketing for construction companies. With 60% of marketers reporting increased likes, shares, and overall interaction, the ripple effect on ROI is undeniable. On social media, the statistics speak volumes, as 93% of companies have landed new customers through video content, as reported by Sproutsocial.

Read More: Do You Really Need a Video Marketing Company? (Why It’s Better Than DIY)

Web Design and User Experience in Digital Marketing for Construction Companies

In digital marketing for construction companies, your website is often the first point of contact with potential clients. Therefore, prioritizing web design and user experience is crucial for capturing and retaining visitor interest.

digital marketing for construction companies

Here’s how you can make your website a powerful tool in your digital marketing arsenal:

  • Responsive design: Your website must look and function flawlessly across all devices, from desktops to smartphones.
  • Clear calls-to-action (CTAs): Whether it’s contacting you for a quote, viewing your project portfolio, or downloading a resource, CTAs should be strategically placed to lead visitors down the conversion path.
  • Optimized speed and performance: Optimizing your site’s speed reduces bounce rates and improves overall user experience, which also positively impacts your SEO rankings.
  • Tracking traffic sources: Understanding where your website traffic comes from—be it direct searches, social media, or referral links—helps you gauge the effectiveness of your digital marketing strategies. This insight allows you to adjust your efforts and focus on channels that bring the most visitors.

Read More: Crafting a Digital Presence: The Impact of Web Design and Marketing

Embracing a Holistic Strategy With Integrated Digital Marketing

In today’s competitive landscape, construction companies need more than just a piecemeal approach to digital marketing. Embracing a holistic strategy with integrated marketing is the key to sustainable growth and staying ahead of the competition.

This means synchronizing your efforts across all channels, from social media and SEO to email marketing and beyond, ensuring a unified message and cohesive brand experience for your audience. Integrated marketing maximizes the effectiveness of each channel by leveraging their strengths in harmony, reducing wastage of resources, and enhancing the impact of your marketing efforts.

Partnering with an integrated marketing agency can be a game-changer for construction companies. Such agencies specialize in developing and executing comprehensive strategies that align with your business goals, ensuring every marketing dollar is spent wisely. By leveraging expertise across different marketing disciplines, they help create a seamless journey for your customers, regardless of how they interact with your brand.

Read More: What is Holistic Marketing? A Strategic Outlook for 2024

Leverage Digital Marketing for Construction Companies With Cross & Crown

Now more than ever, a robust digital marketing strategy is indispensable for construction companies aiming to stand out and thrive. In a fast-paced digital world, effective digital marketing for construction companies is no longer optional—it’s essential. Navigating this landscape can be complex, but you don’t have to do it alone.

At Cross & Crown, our in-house creative team is dedicated to crafting tailored digital marketing solutions that fit the unique needs of your construction business. By partnering with us, you gain access to experts who are committed to understanding your goals and developing personalized marketing strategies that drive results. Connect with us today, and let’s work together to ensure your construction company keeps pace and stays ahead in the digital realm.

Cross & Crown

About Cross & Crown

Cross & Crown is a team of creatives who are passionate about solving problems through design and technology, taking what is there and making it better. Based in Chambersburg, PA, we strive to help educate, advocate, and thrive in a digital world.

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