As midsized construction firms address the anticipated growth in demand for sustainable products and services, suppliers expect to use a mix of Internet marketing tools to garner sales and marketshare.
In a survey Timetric released this week, 68 percent of C-level executives from construction suppliers called emails and newsletters an effective way to promote their products and businesses. And 44 percent said corporate or brand Websites were important.
Those designing Websites, newsletters, and marketing materials for construction companies should keep in mind that tablet use is increasing at these businesses. Anecdotal evidence suggests that adoption in this vertical mirrors the widespread use of tablets across the horizontal enterprise. Tom Gebes, president of Builder MT, told Housing Zone that about a quarter of his company's partners used iPads last year. He expects a "staggering" adoption rate over the next year.
For $500, they can arm their superintendents with an iPad and give them access to this stuff 24/7. That's huge. It's not a $2,000-$3,000 [computer]. It's affordable, it's extremely efficient, and it impacts every aspect of their business.
Most likely, one area where tablets come in handy is social media, which midsized construction companies use extensively. In fact, 90 percent of respondents to a recent Construction Marketing Association survey said they use social media. Among those using social media, 91.3 percent manage them internally. Eighty-eight percent have a presence on LinkedIn, 81 percent use Facebook, 71 percent tweet, 56 percent are on YouTube, 24 percent use Google+, and 18 percent have a Pinterest presence.
Only 39 percent incorporate blogs into their newsletters, social media, or Websites, the survey found. Ignoring blogs could be a mistake, the marketing group said, especially for construction suppliers and firms looking to sell green, sustainable buildings and updates. There will be a lot of competition. Blogging reinforces market leadership and may improve search engine authority, generate leads, and become central to the company's marketing efforts.
Among those using social media, 69 percent credit the platforms with raising awareness, and 65 percent said the tools increased Website traffic. Forty-four percent saw improved search results, and 40 percent increased their sales. Only 17 percent found no results.
Unfortunately, there was no information on how construction companies measured their social media and marketing results -- something critical to any new or expanded marketing initiative.