In too many construction companies, marketing takes a back seat to the day to day operations of the business, especially during the busy season. Sometimes there simply aren’t enough hours in the day to give your marketing plan your full attention – sometimes you don’t even have one. If you know that it is time to revamp your construction company’s approach to marketing, utilize these construction marketing tips to get started.
The Obvious First: Go Digital
With 85% of Americans hitting the internet anytime they need to research pretty much anything, your company needs to be found there. You can take several steps to increase your online presence and stand out among the vast online competition. The first thing you need is a professionally designed company website.
Think of your website as your digital storefront. This is the only place on the internet where you have complete control to present your company in the best possible light. Everything that you would say to a prospective client if they walked in your door needs to be easily accessible on your website. Include a gallery of your finest work, friendly contact form that does not sound like a commitment is being made, and an interactive blog where you establish yourself as a construction expert.
Once you have your website up and running smoothly, consider adding social media to the mix. Facebook is a great place to start because almost everybody in the world is there. Literally. One and a half BILLION people use Facebook each month, and over 50% log in every day.
You are probably part of that huge number and already familiar with Facebook’s platform, making it simple to create a business page. Twitter makes for a great real-time social interaction tool and Instagram is a great platform to build your company image because they enable you to feature and share photos of your finished projects. Just make sure that you use images with your company name embedded, so that everyone who sees it as it makes its way through the digital world can still make their way back to you.
Stay Traditional
Though digital marketing has become essential to an effective marketing strategy, traditional methods remain vital tools in the success of locally based home improvement contractors. That being said, you may need to tweak your efforts in traditional marketing to ensure that resources are being used efficiently.
For example, the Yellow Pages have become so rarely used that many businesses cut the expense. It is a good idea to ask your customers how they found you and determine if this is a channel that still makes sense for you. A good rule of thumb; if you provide emergency services such as plumbing, electrical, tree removal or roofing, then having a presence in the Yellow Pages might still make sense.
Direct mail is another traditional marketing tool that may need a fresh look. The advent of email caused a steady drop in the popularity of direct mail as companies favored inexpensive email blasts. Consumers also went through a phase when getting email was more exciting than another envelope in the mailbox.
However, the tables have turned, and consumers delete significant amounts of email each day without even clicking to open. “Snail mail,” on the other hand, is enjoying a resurgence of popularity as people begin to value actually receiving a physical item instead of digital message. Target your direct mail well and design it creatively, and you will be pleasantly surprised with the results.
Networking remains one of the most effective marketing tools that you can use. Simply being visible and active in your community will drive a good portion of your business. Sponsor local events, volunteer around town, and get to know professionals in yours and related industries. Some contractors work solely on projects gained through networking with realtors. Get busy and get out there. If you don’t spread the word about your business, who will?
Get Professional Help
If these simple yet effective marketing ideas sound like too much time or too much hassle, it may be time to get professional assistance with your construction marketing. A marketing expert who actually knows construction marketing can help you build your brand and increase your company’s visibility. You will find that the increase in your business more than makes up for the fee that you pay to outsource your marketing efforts.
When to Outsource Your Construction Marketing?
It makes sense to hire a marketing professional to maximize your company’s exposure really anytime. After all, you don’t expect your clients to build their own homes. But you know you really need some help when you have reached the extent of your own capabilities. When you are surfing the web for ideas, that’s a good time to call in a pro. That way, you can get back to work and the construction-marketing firm can take your marketing strategy to the next level.
Photo credit: Russ Hendricks
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