This is a contributor’s blogpost …
When you are in the construction game, there is a lot of competition – and standing out as the best in your field and location is vital. However, many small construction firms don’t seem to embrace marketing as robustly as they should – and could. It’s easy to see why. After all, there are only so many hours in the day, and you make your money through building – so that’s where your focus lies.
Also, you probably get a lot of work through referrals from previous customers who have recommended your services. The trouble is, while that’s a great way of finding new clients, it’s not completely secure – you are relying on others to drum up business. If you want to ensure that your business grows at a good rate, and to a decent level, you will need to put more thought into marketing your business properly. With this in mind, here are a few opportunities that many construction firms are missing these days, and that could help you take your construction company to the next level.
Testimonials and Case Studies
Case studies and testimonials from happy customers are a little bit like client referrals on steroids. When potential clients visit your website, they will be keen to find out more than just what you do. They want to know how you did it, too, as well as what you are like to work with. So, displaying through case studies and testimonials on your website gives them precisely the information they will be looking for, and positions you as a firm who knows what they are doing. And, instead of relying on your customer’s words persuading one or two other people to hire you, every visitor to your site will get the same referral.
You might have heard that it is essential for your business to be on Facebook, Twitter, or any of the other social media channels out there. And while this isn’t quite true, it can certainly help you find new target customers and is worth looking at if you have the resources at your disposal. You can really drill down into Facebook’s audience targeting, for example, so whether you are looking for new home buyers in your local area or property managers who use construction firms, then it’s just a case of creating a compelling landing page, delivering your ad on your chosen social media channel, and enticing them to become a customer.
Graphics and signage
If you are driving around in an unmarked van, you are missing out on a lot of opportunities to advertise your business. Even putting your name, occupation, and phone number should see a rapid rise in inquiries from customers who see your vehicle on the road. But if you really want to push the boat out, get in touch with a professional signage company. They might help you create a logo, super cool graphics, and an eye-catching mission statement that will really stand out. It’s all about keeping yourself in your customer’s mind – if they always see your building company logo when they are out and about when the time comes that they need help in their home, it’s more likely they will remember – and call – you.
Tired of missing out on all those amazing contracts because you don’t have the right gear? It’s a common problem for small firms. In the construction business, size matters, especially when it comes to machinery. As you look into buying diggers, trucks, and used cranes for sale, you will find that people start to take notice. There’s the rental option, too, but don’t forget that owning equipment gives you many more options. Not only will it help you avoid having to stop work until the heavy gear turns up, but you can also have graphics branded onto them. If your name and company phone number are spread all over a huge crane that towers above three or four blocks, it’s an incredible piece of free advertising that is more effective than an expensive billboard placement.
Photo courtesy of David McBee via Pexels
Building and construction directories
In the old days, listing yourself in a directory was a simple process. All you needed to do was contact your local Yellow Pages, and your job was done. These days, however, things are a little different. There is a huge range of different directories you can use to find customers, in all kinds of places. Services like Manta, ACIF, All Construction and Houzz all have excellent indexes that are often people’s first port of call when they are looking for construction firms in your neighborhood. Ultimately, if you aren’t on them, you are basically giving your opportunities away to the competition.
Involvement in community projects
Giving away your time and resources for nothing may seem like a stupid thing to do. But the profile it can give you is often phenomenal. Local community projects – whether it’s building work for a charity or sponsorship of a local event – tend to have massive exposure from the local media and press. The attention it can drum up is nothing short of priceless, and all for the sake of taking a week out and giving something back to your neighborhood. It also helps you show to your local community that you are about more than just getting paid – and people will have a lot more trust in your business, too.
Radio and local TV ads
Finally, don’t forget about the huge impact of advertising on local radio – and even the local television. Many businesses are put off by this type of advertising as they believe the costs to be prohibitive. But, the expense might be a lot less than you might think. Radio advertising is incredibly useful for getting your brand name out there, and at a local level, it is relatively cheap. All you need to do is find a radio ad production company, arrange a few spots at the ideal times when your perfect customers are likely to be listening, and you should start picking up new clients.
As you can see, there are many opportunities out there for marketing a construction firm – are you missing out on them?