Magnusson & Co

M&Co Insights

Cost-effective marketing tactics for New Zealand construction businesses

BY KIRSTEN MAGNUSSON

Given the current challenges in the New Zealand construction industry, marketing your business during a downturn can seem daunting. The good news is that marketing doesn’t have to be expensive. Here are some cost-effective tactics to help your construction business thrive, even in tough times.

1. Leverage Social Media

Social media is a powerful tool for reaching a broad audience without major costs.

• Facebook and Instagram: Regularly post updates about your projects including before-and-after photos, client testimonials, and behind-the-scenes content. Make sure you reply to comments and engage with your followers to build community. Encourage your team to do the same and don’t forget to like and share your colleagues’ posts too.
• LinkedIn: Share professional updates, connect with potential clients and partners, and participate in industry discussions to establish your business as a thought leader in the construction industry. It’s okay to share the occasional case study here too.

2. Google Business Profile

Creating and optimising a Google Business Profile is great for local visibility. At a bare minimum, ensure your profile has up-to-date information and photos of your location. The next step is to include regular posts about your products and services and to encourage satisfied clients to leave positive reviews. This significantly boosts your visibility in local searches.

3. Content Marketing

Content marketing is an excellent way to attract and engage potential clients.

• Blogging: Start a blog on your website sharing construction tips, industry news, and detailed case studies of your projects. This improves your SEO (your visibility in search engines like Google) and helps to position your business as an authority in your field.
• Video Content: Create and share videos that showcase your projects, explain construction processes, and provide useful tips. Video can be shared across all your social channels and your website.

4. Networking and Partnerships

Building relationships within the industry leads to referrals and collaborations.

• Attend local industry events, trade shows, and networking meetups for opportunities to meet potential clients and partners.
• Partner with related businesses to exchange referrals and collaborate on projects. For example, if your business is in residential building, you might partner with architects and real estate agents.

5. Local SEO

Help clients in your region find you by optimising your online presence for local searches.

• Use local keywords in your website content, meta descriptions, and titles, such as “construction services in Pukekohe, Auckland”.
• List your business in local online directories and industry-specific listings.

6. Email Marketing

Keep your audience informed and engaged through emails.

• Build an email mailing list. Include your clients, potential clients, and any database contacts legitimately shared with you. (You must have consent, or implied consent before sending marketing emails and provide a link where recipients can unsubscribe.) 
• Send regular newsletters with updates about your projects, special promotions, and valuable content like construction tips and industry news.
• Rule number one – keep your content to the point, relevant and timely. There are exceptions but generally, in the building industry anything more than once a week is too much.

7. Community Involvement

Being active in your local community can enhance your brand visibility and reputation.

• Sponsor local events, sports teams, or community projects. This demonstrates your commitment to the community and creates positive associations with your brand.

These strategies will help you maintain visibility in the market, reinforce your relationships with your clients, and position yourself and your business as a reliable and innovative partner.

8. Customer Testimonials and Case Studies

Showcase your successful projects and happy clients.

• Collect and share testimonials from satisfied clients on your website and social media.
• Create detailed case studies of your projects to highlight your expertise and the quality of your work.

Most importantly, don’t be disheartened by the current economic climate. It will get better! Even in a downturn consistent and strategic efforts will help you attract new clients, build a strong brand, and drive the growth of your business.

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