Winning guide to digital strategies for trades & construction
Trades & construction in digital
A functional and informative website is the most valuable and visible marketing asset for a trades and construction business. A successful digital presence starts with a website that puts all the right information in front of the customer such as who your company is and why they should choose your product or service.
Your customers are making a big investment by choosing you, so you want to ensure them that they’re not making the wrong decision. Therefore, all your online marketing activity should drive home your unique selling point (USP) that makes you stand out from your competitors as well conveying your proven track record for success.
Benchmarks for trades & construction
But it’s hard to measure the success of your website when you don’t know how you fare against other businesses in your industry. Here’s some benchmarks for website landing pages so you can make meaningful comparisons between your results and those of your competitors:
Lead generation conversion rates
According to the Unbounce Conversion Benchmark Report, 45.1% of marketers in the home improvement industry have at least one page that converts less than 1.4% and saw an average of 959 missed conversions in the last quarter. So with a median conversion rate of 3.3%, if your page has a conversion rate above 11.7%, you’re already beating 90% of your competitors’ pages.
Credit: Unbounce Conversion Benchmark Report
And the best way to make sure you’re landing pages are converting? By employing strong digital marketing strategies to work with your website.
Strategies for trades & construction
Having a digital marketing strategy is an important part of any business’ growth plan. Digital marketing isn’t just about attracting new customers – it can also streamline your communication channels so you can remain competitive and relevant to a growing online audience. Here’s some of the digital marketing strategies that trades and construction businesses can use alongside their website to engage your audience:
Google AdWords: Google AdWords advertising is all about instant gratification. So if you want to get to the top of Google, your need to target your market with pinpoint accuracy – location, time of day, keywords and the pages they land on can all be customised with Google AdWords.
Search engine optimisation: SEO is critical for any business’ success, ensuring your website appears in the Google search results for not only your business name, but location related searches and specialised services.
Managed Facebook page: Facebook can serve businesses well if done correctly. With a total of around 60% of the country’s population active on Facebook and 50% logged in at least once a day, Facebook users in Australia are some of the most prolific in the world. This makes Facebook a great way of engaging your target audience where you know they’ll be.
Facebook advertising strategy: Never in the history of marketing have we had such a targeted access to the public. Over half of the country are now active on Facebook and now we know exactly who these people are – from how old they are to where they’re situated to what brands they like.
Analytics and reporting: Analytics and reporting can be the difference between the success or failure of your digital marketing efforts. So if you want to see a higher return on investment, analysing your digital activity is vital to the ongoing success of your business.
To learn more about optimising your digital assets for online success, have a chat to Bang Digital today.