Today, the construction industry builds more than $1.8 trillion worth of structures annually. If you happen to work in this industry, you will need to make sure you are setting yourself apart from your competitors.
Running one of these businesses will allow you to grow your revenue by leaps and bounds as long as you can keep generating new revenue. Marketing is a core piece of the puzzle to make this happen.
These words of advice will help you learn the best way to market your contractor business now and in the future.
The Most Common Marketing Solutions
Construction is one of the largest industries in the world, and there are a variety of sub-specialties.
Keep in mind that companies like this have plenty of competition, so you will need to try a number of marketing strategies that will pay off for you. Knowing some common strategies will keep you aligned when you’re trying to hit your marketing goals.
Here are some of the major marketing strategies that you should learn and embrace:
Search Engine Optimization (SEO)
Today, nearly 70% of all online activity starts with a search engine. Google is the top search engine on the planet, followed by YouTube. Every aspect of building and updating your site should include the use of keywords that show up in Google and YouTube results.
Good SEO requires you to learn a combination of using primary keywords, secondary keywords, and a strong link-building strategy. When you work on your SEO strategy, your site will jump in the rankings, and you will have an easier time attracting the attention of the public.
Once you gain leverage in search engines, you can transition this traffic into dollars and cents.
Social Media Marketing
Next, keep in mind that social media marketing QR codes can be a valuable marketing tool for contractor businesses. By incorporating QR codes on their promotional materials, such as business cards, flyers, or vehicle decals, contractors can provide potential clients with instant access to their website, portfolio, or contact information. This convenient and tech-savvy approach enhances customer engagement and allows contractors to efficiently showcase their services, leading to increased brand visibility and potential business opportunities.
Get to know some of the types of social media platforms so that you’re able to use them to your advantage. Each social media site has its strengths and weaknesses and attracts a different type of crowd. By learning how each social media site works, you can use it to your advantage and attract an audience that will generate new business for you.
E-mail marketing is one of the highest-quality marketing strategies that you can use today. This is a marketing strategy that will help you whether you are a home contractor or someone that provides services to commercial businesses.
One of the major benefits of e-mail marketing is that it offers a great way to follow up with people. When you initially interact with a prospective customer, it could be the last time that you talk to them. By having them sign up for your e-mail list, you can keep marketing to them and offer helpful and useful information that will guide them.
By using e-mail marketing, you will appreciate the benefit of personalization, increased sales revenue, more traffic, and a higher return on investment (ROI) when compared to other forms of marketing.
Word of Mouth
Contractor businesses are among the most hyper-local types that you will find. When you run a company with such a local focus, word-of-mouth marketing is incredibly valuable.
When you help a client, they are more likely to pass the word along when they are satisfied with your services. This is why doing your best work is one of the main ways that you can market yourself.
You should also take the time to offer referral rewards for people who send business your way. Having a strong referral marketing program is one of the best ways to advertise your company in this day and age.
There are several ways that you can do this, including through online referral codes, or if someone simply tells you where they heard about your company. You can offer someone a discount when they send business your way, or if the new customer uses a referral.
Many companies also provide discounts if they let you know that they found you on Yelp or other sites. People will be more likely to want to do business with you when you sweeten the pot and make it more worth their while.
Video Marketing Strategies
Take the time to also look into different video marketing strategies to figure out how they can help you advertise your business. Video content is one of the best ways to market your company right now since this is the type of content that most people love.
YouTube membership is at an all-time high, and the average person today watches several hours of video content each day or week. The key to mastering your video marketing strategy is to make sure that you are putting out evergreen content on a regular basis.
This way, people will find value from your videos, and then will further the conversation by getting in touch with you. People can peruse your videos on their own time and on their own terms, and they can then decide to become a customer.
Video content is also highly shareable, which can increase your traffic and help you get more brand impressions over time. This form of content is also useful because people often watch it on their smartphones and other mobile devices. This grows the reach of your company and can help you widen your audience.
Pay-Per-Click (PPC) Advertising
It’s also crucial that you look into paid advertising. Much of paid advertising today is digital, in the form of pay-per-click (PPC) advertising.
When you use PPC advertising, you only pay for the ads that people click on, as the name suggests. Your contractor business stands to benefit from applying some PPC campaigns.
The benefits of PPC advertising include the ability to scale, cost-effectiveness, resistance to algorithm ebbs and flows, and a broad reach. The data that you get from PPC ads is also worth its weight in gold, and you can use it for other types of marketing.
Direct Mail Marketing
Make no mistake about it — there’s nothing passe about direct mail marketing. In fact, in this day and age, direct mail has several benefits over certain forms of digital advertising. People are so inundated with emails and other forms of digital communication that they are likely to overlook them or even be irritated by them.
Direct mail in the form of snail mail might be a welcome change for many people. There’s something far more personal about receiving a piece of physical mail. It shows forethought and clearly shows that you spent time and money on the packaging and mailing material.
This is an excellent way to reach out to people in your community and draw in a strong customer base that you can rely on for years to come.
Holding Open Houses and Demonstrations
There’s an old adage in writing that says show, don’t tell. This applies to marketing as well. Demonstrating your prowess and competency is one of the best ways that you can gain the trust of your customers.
One way to do this is through open houses. If you are a home builder, holding open houses for model homes is one of the most tried and true ways to find new customers. They will get to see the level of detail and craftsmanship that you put into properties up close and personal. This goes much further than simple videos and photos, and you can get people on your email list before they leave the home viewing.
You can also hold demonstrations of how you fix things. Plumbers often hold demonstrations showing potential customers how they clear drains and handle other such common issues. Make an event out of it and advertise the event so that you get plenty of people to show up.
Buying Paid Advertisements
It also pays to purchase physical advertising in local publications. This is crucial since contractors work locally. Buy classified ad space in your local daily newspaper or magazines that are relevant to your industry.
Consider the cost of these ads and figure out the best time to have them run. This will open you up to a wide circulation and you can receive an incredible ROI for every ad that you buy.
Content Marketing Strategies
Content marketing is one of the most fruitful ways to advertise in this day and age. It allows you to provide value upfront so that people buy into what you are selling.
Having a blog that you regularly publish is one of the best forms of content marketing that you can stick to.
Blogs are helpful because they grow your ranking in Google and provide excellent search engine optimization value. You also establish a rapport with your customer base by showing your expertise and proficiency on the front end.
Running a YouTube channel, creating a course, publishing ebooks, and putting together other types of content will also allow you to draw some valuable attention and get more eyes on your business. Make sure that your content is well thought out, valuable, and useful. This way, you will get the most traction out of your content marketing and can generate some fresh business.
How to Get the Most From Your Marketing
Once you know the different types of marketing available, it is up to you to employ some strategy that will make a difference for you. In doing this, you will get a huge return on investment and can grow your customer base each quarter.
Here are some of the main factors to consider:
Hire a Marketing Professional
Reach out to a marketing pro that can help you out. They will create strategies that will help you find your target audience and execute each campaign with precision. Before hiring a marketing professional, learn what type of marketing they specialize in.
Find out how much they charge for their services and shop around until you get the best deal. Schedule a consultation with these professionals to learn how they can take your marketing goals from point A to point B and deliver meaningful results. This is crucial so that you don’t have to do all of your marketing heavy lifting on your own. Instead, your campaigns will be handled by pros that do this for a living.
Track Your Results
We live in the analytics age. Always track the progress of your marketing campaigns so that you can learn what’s working and what’s not.
Data takes the mystery out of things and will let you correct course before you go too far in any direction. Having the right data will let you leverage the information and determine the type of content that you produce so that you get the outcomes that you’re seeking.
Set High-Quality Goals
Finally, always have goals in mind when you are putting together marketing techniques. Having access to these goals will allow you to move forward with precision, rather than just blindly trying to see what sticks.
Some goals that you might have to include growing your follower base, increasing your traffic, building an e-mail list, or hitting a certain sales projection. Take these goals and combine notes with a marketing professional that can make them happen for you.
Hold regular meetings about your campaign so that you can stay ahead of the game with your goals.
Do What’s Best for Your Contractor’s Business
Let these words of advice guide you when you’re ready to take your contractor business to the next level. Marketing is a core principle that you need to get a handle on. You will have more firepower for generating fresh business when you follow the tips above.
Start with these words of advice and check out our other tips to help you handle your marketing strategies on your terms.