6 Digital Marketing Trends of 2019: How Construction Companies can take Advantage?
An owner of a construction company may often find the term digital marketing less exciting in terms of business. And the reason is less awareness of digital marketing trends in the current scenario. With digital transformation taking over, it’s imperative to be a part of the bandwagon that is already minting money by doing the right online marketing strategy. The construction industry has already warmed up to digital marketing ideas like video marketing, re-marketing through Google, and Local Search Engine Optimization. Now the time is to pull the socks for the Digital Marketing Trends of 2019 that will also benefit a construction company who wants to stay ahead in the game.
It’s the usual norm in the construction industry to rely more on offline marketing methods. The exclusive and expensive traditional marketing indeed yield results, but can it beat digital marketing when it comes to being cost-effective, realistic, and more customer-centric. Of course, no. That’s why, with times, a construction company should embrace digital marketing.
Here are 6 Digital Marketing Trends of 2019 that can help any construction company to crush the competitors:
1. Voice Search Optimization
Human beings are wired to put comfortability as their main priority. And, all we know, de facto has to lead to inventions, advancement in technology, and now everything you seek is just one click away. With the coming of voice searches, it has become further easier for the people to find out things they want to. Thus, it’s high time now that businesses should be putting their online marketing efforts on voice engine optimization.
Nowadays, most of the devices are voice-enabled, and if the brands are thinking to leverage there are possibilities galore to reach out to the target audience. As per reports, by 2020, 50% of queries will be voice-based.
What construction companies can do to cash in on this trend is concentrating on voice search optimization. What we search on the internet and get answers as snippets and other question-based searches is the result of data gathered from the voice searches. Google uses the internet information to give answers to voice searches. So, experts handling construction marketing should pay attention to SEO and Content. Make the content of your website lucid, crisp and to-the-point. Do not forget long-tail keywords, especially the ones with questions. If a customer is looking for a remodeler in his locality, his voice search would say: “Who is the best remodeler in my ( or name of the) locality”. Increase your chances of click-through rate and to getting business with voice search optimization.
2. Instant Chatting for problem-solving
Whenever you face any doubt about any purchase or order, don’t you prefer calling the customer care. But, whether you get a customer care official for your query is a different story. These days, most of the customers choose to chat as the replies are instant, and one can even keep a screenshot of the conversation for future reference.
As per Grand View Research, “45% of end-users prefer to use Chatbots as a primary means of communication in customer service”. There is no denying the fact that chatbots indeed play a vital role in improving the customer’s experience of a brand service.
How can a construction company use chatbots? For example, if you are a construction documentation service provider, and a visitor comes to your website and is contacted via chatbot asking about his/her requirement, the chatbot can direct the user as per the need. Be it an FAQ page, service page, talk to an executive option or leading the user to the main admin where the user can raise a ticket about a particular document, be NTO or Lien.
3. Augmented and Virtual Reality Marketing
You have experienced augmented reality not only when you try sunglasses on an application; filters with funny looks on entertaining apps and social media are also fine examples of augmented reality. If a business is interested in creating brand awareness with the right kind of buzz on digital media, augmented and virtual reality marketing is the sure thing.
Do you know, according to Statista, “AR and VR market size worldwide is expected to reach $209.2 billion in only 4 years.” IKEA has already used augmented and virtual reality marketing to give its customers a real feeling of using their line of products.
A construction company dealing with contractors and subs can also use augmented and virtual reality marketing to provide their prospects an experience of their final project. Brochures and pictures are not yet passé, but giving them a real feeling of the project will help them to make a decision that will be in favor of you.
4. WhatsApp Messaging to spread the word
Isn’t it tough to imagine a day without WhatsApp? The app, which changed the way the world communicates, now also serves as a perfect platform for business marketing. The trend of WhatsApp Business Messaging is not just restricted to selling stuff, but other business activities too. Activities like promotional ads and brand awareness are happening now through WhatsApp Business Messaging.
A construction company should take advantage of this trend as messaging traffic is expected to double by 2019. Spread the word about your new project through Whatsapp to get in touch with the maximum number of prospects.
5. Live Stories to tell on Social Media
There is no doubt that a significant chunk of marketing is happening on Social Media. And Social media marketing for construction companies is not just about LinkedIn, Facebook, or Twitter, it’s also about Instagram, Pinterest, and Youtube.
Yes, social media for construction is now also about live content. Influencers and bloggers are using the live story medium to engage their audiences for quite some time now. And, there’s no reason why businesses shouldn’t be using it. Live streaming content is not just practical but free and doesn’t take much time to make.
If you are eager to build a band of followers who share your set of thoughts and beliefs, connecting with them through live stories would be awesome. Stories on social media are said to be gathering more impressions in comparison to the news feed. Live stories spruce up your social media and humanize your brand making it look and feel reliable, compelling, and at the same time, “cool.”
6. Engagement-Based Email Marketing
You must be thinking that Email Marketing is engagement-based then how it’s a trend. Read this segment carefully. Email marketing is, indeed, based on engagement. But how many emails sent by you get a reply. So the new trend of Email marketing needs smart marketers who know how to segregate the active users from the dormant. It’s easy, right!
But here is a big step an email marketer has to take, and that is to understand their leads behavior and to conceptualize email accordingly so that the right email reaches the right segment of prospects. A construction marketing expert can use a tool to classify the prospects and defining their segments so that email marketing is customer-focused and relevant.
Here’s a twist to the trend! By large most of the email marketers are using graphics to make emails look exciting. But the HTML style emails with interesting graphics also stand a chance to land upon the spam folder. As a result, many marketers have gone to the basic format, and that is text emails. Yes, plain text emails have an impression of a personalized letter. And any reader will love to read the mail that is meant for them and addresses their need.
Interesting read: Email Marketing Trends that will Enhance your Construction Marketing
Concluding the blog, we would especially like to mention that trends like Voice Search optimization, use of Augmented and Virtual reality, and Smart chatbots to connect with the customers, are not just the digital marketing trends of 2019 that will benefit a construction company. These trends will have an unbeaten run in the coming year too. Let’s see what new digital marketing trends 2020 brings.
CMGurus construction marketing services will help your company to devise a marketing strategy as per the current market trends. We are a marketing agency for construction with certified SEO, SMM and PPC professionals.