It’s no secret that the construction industry was hit hard by the novel coronavirus. In some places, all non-emergency construction halted utterly. In others, bidding and the final planning stages were indefinitely delayed as questions regarding economic security and COVID-19 safety measures remained up-in-the-air. As a result, though the industry will recover, it’s still projected to shrink by 2% in 2021, according to some estimates. In other words: winning the job is more competitive than ever, but construction management companies and contractors can stand out with a creative, trendy marketing plan.
Like any industry, marketing trends in the world of construction are constantly evolving. Though research has shown that many companies in this field are often slow to embrace new technology, like advanced data analytics and automation, some of the most effective trends celebrate modern digital marketing (and all the tech that comes with it). These are the construction industry’s top trends.
Industry-Themed Webinars And Podcasts
With large crowds still unable to gather in most states, webinars have become more popular than ever. According to a 2020 PathFactory study, 90% of B2B professionals hosted more virtual events in the last 90 days than they had in the past. Those in the construction industry can find the same type of success with webinars and podcasts, which have a growing listenership year over year.
Webinars and podcasts can be an excellent form of lead generation and set construction businesses up to be looked at through the lens of an industry leader. Plus, they don’t have to be complicated. All you need is:
- date and time
- a platform
- some basic technology like a webcam and/or microphone
- a topic you can talk about for 30 minutes to an hour
- a little promotion.
For example, Construction Business Owner Magazine has a simple landing page for all of its webinars. They opt to focus on topics that are helpful to those in construction management, like the top tech challenges in the industry or how drones are being utilized in the industry. Similarly, Jacobs Engineering Group, a construction firm based in Dallas, highlights their podcast right on their homepage.
Personalized Email Newsletters
We’ve seen newsletters highlighted in the construction industry since at least 2016, but even with social media, it’s still one of the most direct ways you can reach your clients. The marketing method has some undeniable old-school flair, but personalization puts newsletters in a fresher, more functional position. In fact, they have overwhelming high rates of success compared to newsletters that aren’t personalized.
According to research, brands that personalize their marketing emails have 27% higher click-through rates and 11% higher open rates. In addition, a whopping 74% of marketers admit that personalizing and targeting emails improves customer engagement, and something as simple as segmenting an email list can lead to a 46% higher open rate.
AI chatbots have many uses in the construction industry, from helping generate reports, offer real-time feedback, access location-related information, and set urgent notifications. They’re also a useful marketing tool that helps with opening up the line of communication and swaying wary consumers who are likely to bounce from a page if they can’t find immediate answers. In a marketing application, you’ll typically see chatbots integrated into a company website and used to tout new products or services or offer up help as soon as a person lands on the homepage.
Since 2019, the use of chatbots has jumped 92%, and it’s now the largest-growing brand communication channel. Yes, even over email, Twitter, and the phone. That’s largely because of the ease. There’s no waiting on hold, and clients can get what they’re looking for immediately.
Technology has pushed 3D visualization leaps and bounds ahead, but this isn’t just a construction asset that can be used to create better, safer buildings and enhance collaboration across teams. It’s also a powerful marketing resource. 3D building visualization gives investors, inspectors, urban planners, and potential buyers a greater understanding than the traditional 2D or hand-drawn model. Think about it: a 3D walk-through shows an interested buyer what their potential space will actually be like. It makes it a far easier sell (not to mention, it could speed up the process by which permits are approved).
Needless to say, the use of 3D visualization and 3D rendering is a big trend that’s getting even bigger. According to a MarketWatch estimate, the global demand for this type of software is expected to reach $5.72 billion in 2025, a nearly 500% increase from 2016. As a result, you can expect to see construction companies using 3D renders in their marketing material — from pamphlets and trade magazine adverts to virtual tours and social media assets.
- Vice President of Strategy and Marketing Services
- Elevation Marketing
From legacy Fortune 100 institutions to inventive start-ups, Ryan brings extensive experience with a wide range of B2B clients. He skillfully architects and manages the delivery of integrated marketing programs and believes strongly in strategy, not just tactics, that effectively aligns sales and marketing teams within organizations.
Ryan is known for taking complex marketing and business challenges and developing solutions that simplify processes while driving customer outcomes and business value. He also thrives on guiding Elevation teams toward executing strategies that help companies succeed in new verticals while staying true to core values and brand integrity.