Introduction
The construction industry, a driving force behind global infrastructure development, stands at the intersection of immense opportunity and formidable challenges. Oxford Economics forecasts a staggering growth of over US $4.2 trillion in global construction work over the next 15 years. However, this growth is not without obstacles, navigating through rising costs and evolving industry dynamics.
Since 2020, building material prices have been steadily increasing, signaling persistent challenges. Gordian's 2023 report reveals an 82.5% cost surge in construction materials, driven by inflation, supply chain disruptions, and operational constraints. Staffing and equipment costs are also on the rise, adding complexity to an already intricate landscape.
The construction industry is experiencing a major shift towards modernization. Embracing cutting-edge tools, including AI and robotics, has become crucial for recruiting talent and enhancing safety and productivity. Sustainability is now a commitment, with companies exploring green building supplies and technologies.
In response to these transformative shifts, construction companies seek innovative solutions, and HubSpot emerges as a game-changer. A Software-as-a-Service (SaaS) solution featuring CRM, marketing, and operations tools, HubSpot addresses the growing necessity of inbound marketing and streamlines day-to-day administrative concerns.
As we covered in a previous blog, we helped Carlson Projects Inc., a construction company, handle many of their concerns with HubSpot. With our help, they now use HubSpot for effective lead management, customer communication, and more.
In this guide, we'll explore the comprehensive use of HubSpot for construction companies — covering everything from identifying your ideal client and mastering inbound marketing to extracting maximum value from data. We’ll also go deeper into how you can use HubSpot as an advanced tool for growing your business and the value of the investment.
Understanding Your Ideal Clients
Building a strong business foundation begins with understanding your ideal clients.
HubSpot's tools go beyond demographics, delving into the psyche of these clients. The free persona-building tool complements robust capabilities within HubSpot, empowering precise persona creation to help you identify and understand their motivations, pain points, and aspirations.
Beyond personas, HubSpot enables construction companies to gather valuable data on website visitors, leads, and clients. By leveraging the CRM database, businesses can gain insights into the behavior of individuals landing on different pages of their websites.
Data, when harnessed effectively, reveals more than just numbers—it unveils patterns and trends. With HubSpot as your analytics companion, you can tailor your marketing strategies to attract the right audience. What personas do your customers align with? How do they find you in the vast digital landscape? What specific sections of your site pique their interest?
Crafting targeted content that resonates with your specific audience becomes seamless with HubSpot's personalization tools, including Smart Content, and the expertise of partners like Vaulted. The goal is to not only know your clients but to speak directly to their needs and preferences.
Marketing Meets Construction
Achieving a high Search Engine Results Page (SERP) ranking is crucial for visibility and attracting potential clients. A SERP is what you see when you type of query into Google. The ranking is how high you appear in search. The historical ideal has been to rank within the first ten results or on the first page of a search, as close to the top as possible.
According to Google, what people see on a SERP page is determined by the meaning of the query, the quality and relevance of the content, the usability of web pages, and context and settings. For a construction business to have a good SERP ranking, they need to utilize SEO fundamentals in all of the content on their website.
HubSpot, in particular, has a robust set of SEO tools to help create a better SERP ranking. With a suite of tools for SEO recommendations and also web design tools for better usability, HubSpot can bolster your construction website’s visibility and relevance.
Going beyond mere visibility, HubSpot plays a pivotal role in establishing authority through other forms of content such as blogs and case studies. These forms not only contribute to building expertise, authoritativeness, and trustworthiness on Google but also serve as compelling evidence to support the value of your work as a construction company. With a repository of case studies and informative blog posts, you can better address inquiries and showcase successful past projects.
HubSpot's web design tools empower construction companies to create visually appealing and accessible websites. Beyond aesthetics, these tools facilitate lead generation through landing pages and forms. With content establishing credibility, you can lead interested clients through the marketing funnel, or the flywheel model.
Through this lead generation, you can start email marketing and even sales campaigns to further nurture your customers. With HubSpot’s robust lead-tracking tools and email marketing capabilities, your website can become a source of growth.
Gaining Valuable Insights: Data-Driven Decisions for Growth
In digital transformation, data is the currency. In addition to its SEO and design capacities, HubSpot also provides a suite of analytics tools to get accurate data and insights about different parts of your website and offer a panoramic view of your construction company's digital landscape. This allows you to audit the overall performance of your website to make more informed marketing strategy decisions for your company. With HubSpot, you can also get comprehensive reports covering behavior, customer lifecycle, and overall performance of the website.
HubSpot also has frameworks to determine how your customers or potential customers are entering your marketing ecosystem. As we covered in a previous blog, with the Original Source field, you can better attribute whether a contact came from sales or marketing efforts. Knowing this information allows you to better tailor your marketing strategy to nurture even more contacts.
HubSpot empowers not just data gathering but also leveraging it for impactful campaigns. Depending on your package, HubSpot has several areas to analyze individual campaigns. By taking stock of what is working with campaigns and using that data, you can refine the campaign to better growth.
Every marketing campaign aims to drive specific outcomes. Construction companies can leverage HubSpot's performance tracking reports and dashboards to monitor key metrics related to sales performance. All HubSpot accounts have performance tracking report functionalities. You can use built-in or create custom resorts. You can also have dashboards, measure performance with individual HubSpot tools, and set up sales tracking and forecasts. Using these resources allows your sales to work with the marketing team and better build relationships with your customers.
HubSpot's data and analytics capabilities provide construction companies with a holistic view of their website's performance, spanning SEO, sales, customer service, and administrative functions. This comprehensive understanding enables businesses to make informed, data-driven decisions.
Unlocking the Full Potential: HubSpot Beyond the Basics
While we've covered the basics, the potential applications of HubSpot for construction companies are vast. Drawing inspiration from theoretical applications, businesses can envision innovative uses of the platform to streamline operations and enhance customer experiences.
We’ve mostly covered the basics of HubSpot across other industries, but the potential applications of HubSpot for construction companies are vast. With Carlson Projects, we worked closely to imagine theoretical applications for ways to streamline operations and enhance customer experiences. Some of these applications included saving time with automation, website optimization, managing estimates, landing new clients, and more.
However, those are just the tip of the iceberg of possibilities of what to do with HubSpot. Like all industries, construction is changing, and utilizing a platform that can help you grow in this changing world is crucial. In a rapidly evolving technological landscape, construction businesses must stay ahead of the curve. HubSpot is already utilizing AI and other emerging technologies to offer possibilities for lead nurturing, streamlined operations, and improved workflows.
HubSpot positions you not just as an observer of change but as a catalyst—an innovator in the ongoing modernization of the construction landscape. The choice is not just yours; it's an opportunity waiting to be seized.
Investing in HubSpot: A Smart Choice for Construction Companies
In summary, leveraging HubSpot offers construction companies a multitude of benefits. From targeting ideal clients and executing effective marketing to gaining data-driven insights and transforming business operations, HubSpot addresses the unique challenges in the construction industry.
With the complexities of the construction landscape, embracing HubSpot becomes a strategic choice to thrive in a competitive environment. Beyond the tool itself, the importance of having a knowledgeable partner cannot be overstated. Vaulted, as a HubSpot partner, has guided numerous companies through the intricacies of HubSpot, creating tangible results through an integrated approach to marketing, branding, and web design. Schedule a call to learn more about how we can leverage HubSpot to transform your construction business.
Conclusion
In conclusion, this guide provides a comprehensive overview of the value of HubSpot for construction companies. By embracing HubSpot's capabilities, construction businesses can position themselves on the leading edge of marketing and operations, enabling them to deliver superior results.
As you embark on this journey, remember that HubSpot is not merely a tool; it's a catalyst for innovation and growth in the construction industry. We’ve seen first-hand how its capabilities can open new possibilities for your construction business and help you meet its challenges. Book a call today to discover how you can embrace HubSpot’s potential and take your construction business to new heights.