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4 Marketing Strategies Your Underground Construction Company Should Be Using

You know your underground engineering and construction business provides excellent services — at even better prices. 

The problem? 

You seem to be the only one that does. 

You know you need to improve your marketing strategy, but you’re stuck on how to make that happen. 

In this post, we’ll tell you everything you need to know about how to create a strong marketing strategy for your underground construction company. 

Read on to learn how you can get more projects, improve your online presence, and generate buzz about everything you have to offer. 

1. Link Building Strategies 

Digital marketing is a huge part of your underground engineering advertising strategy. 

That said, there are a few basics that you can’t afford to overlook when it comes to marketing yourself online. Most people are already aware of the importance of keywords.

But many brands get so caught up in keyword stuffing, that they forget about developing a strong linking strategy

When you write blog content — and even content for your static web pages — you need to include internal links back to pages on your site.

This can include past, relevant blog posts you’ve written. It can be specific product pages. It can even be a quote request form. 

You also need to include external links. 

This means that you should link out to non-competitor websites and articles that are relevant to the content in your post.

Maybe a site has written about the newest underground construction trends for 2019. That’s worth including in your post. The same goes for data, statistics, scientific studies, and anything that provides evidence for claims you’re making in your article. 

Reach out to the sites you link to in your content and ask them to return the favor by linking to your site on their pages. This will ensure that you get more traffic — and climb higher in the search engine rankings. 

2. Promotional Products 

In addition to developing a strong digital strategy for your underground construction company? 

You also need to consider investing in promotional products

Not only are promotional products awesome and cost-effective forms of advertising. But, they’re also an excellent way to build camaraderie between your team members, contractors, and anyone else under your employee. 

Plus, they work wonders to increase your overall brand recognition. People will see your company’s logo on these products, and they will want to learn more about what you offer. 

Even if they don’t need underground construction right now? They’ll know where to go if they do in the future.

Plus, smaller promotional items like stress balls and pens make great SWAG to give away at trade shows. 

3. Social Media

The truth is that most people don’t have much of an understanding of how construction underground works. 

By claiming your social media profiles, you have an opportunity to show a completely new market exactly what it is you do every day. Plus, social media also creates a sense of transparency and personalization between you and your target market. 

You can also use it to connect with other local businesses that could cross-promote you to their followers.

Though influencer marketing isn’t exactly the next big thing in the engineering world, there are other ways to expand your target market by harnessing the power of social media. 

Give your past clients a shout-out. Upload a few stories that show the inside of your business headquarters or explain basic construction concepts to viewers. 

You can even use re-targeting ads on social media to virtually “follow up” with people who have viewed your website in the past.

4. Online Reviews

As an underground construction company, we’re willing to bet that a large portion of your business comes from referrals. 

And while this is an excellent way to grow your client base? You also need to consider your online reputation. 

Now is the time to claim your online listings on third-party review sites like Yelp and Google My Business. When you claim these listings, fill them out as completely as you can. 

Include your business hours, your office locations, photos of your past projects and offices, and even a brief summary of the kinds of projects you work on.

Most of all? 

Encourage your past clients to use these pages to leave your construction company reviews. This will help potential clients learn what they can expect when it comes to working with you. The same goes for any products you sell, like a Ditch Witch.

Make sure that, at least once per week, you take the time to read what people are saying about your company online. Get responsive when it comes to your reviews — especially the bad ones. 

If someone doesn’t seem happy with your services, reach out to them both publicly and privately and attempt to rectify the situation. Even if you don’t win back that client? 

Your future clients will see that you did everything possible to make things right. 

Use These Tips to Better Market Your Underground Construction Company 

We hope that this post has helped you to better understand both the print and digital strategies that you can use to better market your underground construction company. 

Invest in promotional products, get serious about building up online reviews, and work on developing a strong linking strategy as soon as possible. 

Looking for additional advice about how to market and grow your company?

We’ve got you covered. 

Keep checking back with our blog to make sure you always stay ahead of your competition.