As more and more industries convert their processes for the digital age, there’s no industry that has undergone a more startling transformation than the marketing industry. Digital marketing has infiltrated nearly every other industry to help employers grow their businesses, and the construction industry is no exception.
The driving force behind this movement? The ability to scale faster, dominate competition, and achieve superior results. Remember, with great power comes great responsibility, and utilizing the latest digital marketing techniques to your advantage will require you to be cognizant of the privacy and data laws that can be potentially violated.
In this article, Sarasota construction attorneys from Cotney Construction Law will cover some of the latest trends in construction marketing that have emerged as a result of this digital marketing transformation (DMT). We will also discuss how to ensure you remain compliant with applicable laws while utilizing these technologies. When used responsibly, these trends can greatly benefit your construction business.
What is DMT?
DMT includes the new processes and tactics being employed to take advantage of digital technologies and improve marketing results. If your company still relies on traditional marketing tactics, there’s a good chance that you’re throwing money into the fire without significant results to support your investment. Since the results of digital marketing can be tracked accurately with various software applications, it’s much easier to calculate ROI, test marketing strategies, and measure results. That said, convenient access to many of these platforms can create liability issues if you’re not closely monitoring what you are posting. There are important legal implications that must be considered whenever you handle users’ data, so consult our Sarasota construction attorneys before proceeding.
Marketing Your Construction Business
In order for your business to benefit from a successful digital marketing campaign, you’ll need to employ a mix of marketing tools and strategies, including:
- Investing in a new website that is compatible for mobile, secure, and easy to navigate. This way you can visit your company’s website from anywhere you work. You can also build out a “Career Section” for your website that streamlines access for talented applicants.
- Search engine optimization (SEO) to get your company listed on search engine results pages (SERPs). This can separate you from your competition, so you get valuable leads to the projects you want to work on while getting your construction firm’s name out there.
- Social media to spread brand awareness and engage your audience. Just be sure to include a policy in your employee handbook prohibiting the use of smartphones on the jobsite. Remember, one wrong Facebook post can reveal a valuable trade secret or OSHA violation.
- Content marketing — like blogs, videos, interviews, and more — to showcase your authority over others in your market. Just make sure to review any digital content before publishing.
- Email marketing to stay connected with potential and existing clients. You may land your next big project because you reached out at the right time.
And that’s only some of the tools and strategies available to your construction business. Whether you attempt to build an in-house team of marketers or outsource to another company, you’ll want to make sure you’re entrusting your marketing efforts to experienced professionals. That said, you should always consult an attorney experienced in Sarasota construction law to ensure that you are compliant with all relevant advertising laws.
Disclaimer: The information contained in this article is for general educational information only. This information does not constitute legal advice, is not intended to constitute legal advice, nor should it be relied upon as legal advice for your specific factual pattern or situation.