construction digital marketing

Online selling goes beyond just building a B2B webshop or B2B website. Among other things, product descriptions must be provided, content must be written and all this information must be kept up-to-date. In addition, online marketing must also be driven, without this, all the work is for nothing. Like all sectors, the construction sector is also forced to join the digital revolution if they do not want to lag behind the competition. But how do you go along with online marketing in construction? We are happy to give you some tips to take into account.

Online marketing in construction

Competition in the construction digital marketing industry has only increased, which is why it is becoming increasingly important to distinguish yourself. Online marketing plays a major role in this. Nowadays it is almost impossible to imagine that if you want to buy a product, it cannot be ordered online. Even the largest and tailor-made products can be ordered via the internet, which hardly ever involves personal contact. It is nowadays even suspected if a company cannot be found online at all. Unlike in some sectors, it is not always easy to sell online in the construction sector. Some construction companies sell large and heavy products, while other companies sell items that can be sent by post. Also when selling large productsB2B online marketing is important. Think of offering quotes to generate leads, writing professional content or making instructional videos. It is a fact that 95-98% of professionals first orient themselves online when looking for a product, before contacting them. Construction companies are increasingly accepting this because they are afraid to lag behind competitors. Which is understandable as this is an automatic consequence.

Building standards and online marketing

The construction sector remains working to scale back failure costs and improve mutual cooperation.Information technology plays a major role in this. The aim is to move the construction industry towards a standard, a common language that should make the digital exchange of building information easier. For example, these are common databases where item data is shared and stored. The increasing automation of construction and the growing use of information models also ensure that a standard is important. Construction companies are therefore also required by the government to digitize. However, research shows that SME construction companies are still lagging behind other sectors when it comes to digitization. 56% of those surveyed SME Online Monitor 2017 does not consider online marketing important. From our own SME research, we see that more and more B2B companies are choosing to outsource online marketing. Understandable, since about 500,000 searches are connected to the construction sector every month. The construction sector is still missing many opportunities online. If your affairs are properly arranged online, this also automates the processing of orders, for example. This gives you time to gain more insight into the online traffic of your company. Online marketing in construction is part of the total digitization.

B2B Webshop

The percentage of the number of construction companies with their own webshop is expected to increase from 29% two years ago to double in 2019. What is important when starting the webshop is first that you have insight into your complete customer data so that it can be linked to the e-commerce system. Respondents to the study indicated that they still found this challenging. That does not alter the fact that this is extremely important. In addition, it is also important to find the right platform to run the webshop and to know the end-user well, among other things. From research, It has also been found that construction companies that already have a webshop are increasingly focusing on new technologies to optimize the order process.

Benefits of online marketing in construction at a glance

Good online marketing always provides benefits. Think of more online traffic, more leads and therefore more customers! There are still many opportunities in the construction sector and that is why you can respond well. Some of the benefits of marketing in construction are:

Automation of order processing: If you sell construction products online in a webshop, all orders go automatically. You will automatically be notified of a sale. If your online marketing is good, the website will do the job for you! No more manual orders where you lose time, but everything is processed automatically.

Increase brand awareness: Good findability in Google leads to more clicks. The more clicked on your website, the more people know about your company. Therefore, online marketing is crucial in increasing brand awareness.

Don’t get behind the competitors:  As previously stated in the article, 56% of construction SMEs don’t believe in online marketing. However, it is expected that construction companies will want to sell 100% in the future. A conflict that you must respond to. The part that still behind ensures that competition is more limited than when this part also carries out online marketing. If you perform good online marketing now, you will not fall behind the competitors.

Tip from CDM!

The online marketing of your construction company is not always easy. Online marketing is all about a total process. A website with a lot of content but that loads slowly or is poorly designed does not lead to much. But we might wish to offer you a tip that we consider vital and with which you’ll already distinguish yourself from most construction companies. Focus on writing content! The construction industry contains a lot of knowledge that is not so obvious. Reading informative content is always appreciated, especially if it provides the reader with valuable knowledge. Transfer your knowledge via content, preferably via a cornerstone article. This is an article of at least 900 words (without introduction and conclusion) that is highly appreciated by Google. Google sees this as valuable content from which tons of data are often extracted. The more text, the more knowledge.

Curious about what we do with online marketing in construction?

We are also active in online marketing in the construction sector! Choosing a good B2B marketing agency for your online marketing is not something you do every day. There are quite a few questions that you should keep in mind when making a good choice. Do you need more information? Or do you just want to see some practical examples? Do not hesitate to contact us.

Do you have any additions or comments about online marketing in construction or do you have any examples that you would like to share with us? Let us know and send an email to

Online marketing in other B2B sectors

In addition to the construction sector, we are also active in the logistics and transport, industry and agricultural sector. Read more about the current state of online marketing in logistics and transport, find interesting information about online marketing in industry or discover the opportunities in online marketing in the agricultural sector.

Are you active in another sector and curious about what online marketing can do for you? Do not hesitate to contact us.


The goal of all our customers is to realize more turnover via the web. We ensure that they succeed in this mission. If you are a B2B company, we would like to make your online opportunities transparent without obligation. And give you advice about where you are now compared to your competitors. 

Digital Marketing

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Hi! AJ is the founder and editor of GPF, He is passionate about marketing, trends and business things. Guest Post Feed is an online news, trends and information website that provides meaningful knowledge about business, finance, marketing, lifestyle, and much more.

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