According to Forbes, 2021 is considered the ‘year of the yard.’ While many homeowners pursued home renovation projects last year, most have ventured into outdoor landscaping this year. And when it comes to improving outdoor spaces, installing pavement can be a good move.
For this reason, paving businesses have thrived during this pandemic. However, your paving construction firm must take advantage of digital marketing. Whether constructing a driveway or a walkway, you must take a robust approach to promoting your paving services.
Fret not, as we’ve rounded up some practical digital marketing strategies. That said, here’s how to promote your paving business during the pandemic:
1. Have consistent branding
A part of digital marketing is branding. Branding is paramount in the world of business. It isn’t just about creating a logo, designs, and other visual elements to represent your business. It’s about carving your business image and identity, along with developing business values, ideals, and philosophies. Most importantly, this brand must resonate well with your target market. The key here is to have consistent branding across all digital platforms for your paving business.
2. Invest in web design
It’s common for most paving companies to have a website. This online platform allows you to promote your business and highlight your services. Through this, you can even show how you perform the excavation and installation of pavement. But it’s not enough to have a business website. You must ensure it is a high-performing one with an excellent user experience (UX). Most importantly, your site must be optimized for mobile devices. Hence, it’s best to invest in web design for your paving business by hiring a professional web designer.
3. Prioritize your SEO
In line with web design, it’s imperative to optimize your business website. Aside from ensuring your site’s aesthetics and functionality, produce valuable content integrated with relevant keywords and build your backlinks. And that is where search engine optimization (SEO) comes into play. As part of your digital marketing campaigns, its goal is to ensure your website ranks higher in the search engine results pages (SERP) environment. With a good SEO ranking, you’ll boost your paving business’ online presence and website traffic.
4. Employ PPC advertising
If SEO doesn’t work wonders on your paving business, there’s another approach. That is pay-per-click or PPC advertising. Same with an SEO campaign, it aims to put your website or content on top of the SERP’s ranking. The difference is that PPC is a paid search while SEO is for organic search. But for every successful click means that a potential client will land on your website. Ultimately, a site visit can translate into lead generation and even a successful conversion for your paving business.
5. Resort to content marketing
There’s a grain of truth in saying that content is king in the digital world. When it comes to digital marketing, content is indeed powerful. When commercial property managers or homeowners search for a paving business, they start looking for content online. The website itself only comes next, as the prospective clients’ concerns. Hence, you must consistently produce and publish valuable and relevant content as part of your content marketing strategy.
6. Use social media for marketing
Aside from content marketing, one must not ignore the power of social media. These channels are where people spend most of their time. But not only are they used for personal purposes, but they are utilized for business. Think of Facebook advertising, product photography on Instagram, and even the use of influencers for marketing. If you want to market your paving business, be sure to create a page or profile on social media. From there, you can boost your service promotion and client engagement.
7. Focus on your online reputation
When it comes to digital marketing, your online reputation management is a part of the overall equation. It’s not enough to market your brand for your paving business and promote your services. As much as possible, be sure to maintain a good business image and identity. For instance, strive to earn positive online reviews and good ratings from your previous clients. From here, post these reviews and ratings on your website, in Google My Business, and third-party vendors like Yelp.
The power of digital marketing
We can no longer ignore the power of digital marketing, especially during this COVID-19 pandemic. As everyone has gone digital, companies must take advantage of online platforms in marketing their business and promoting their products or services. And this applies to the paving construction business as well. That said, be sure to consider some online marketing tactics recommended above. By doing so, you’ll be surprised at how your paving company will attract more clients and boost your revenues.