Mar 3, 2023
This Podcast Is Episode Number 513, And It's About Seven Ways Your Construction Business Can Market Its Services
When you go into business as
a tradesperson, you often focus on performing your trade to the
best of your ability – as it should be. With time, the quality of
your work will speak for itself, which is the most valuable
testimonial of all.
Before the internet was commercially available, just as many
experts advised contractors about the layout and design of yellow
page ads and which books to spend money on, I say you spend money
because that is what it was - Marketing.
Many of us who owned and operated construction companies spent
thousands of dollars on these experts. Based on their
recommendations, we spent tens of thousands of dollars annually in
full-page yellow page ads as close to the first
position.
Spending Money Is Easy, Investing Money Takes Work
However, any trades accountant or bookkeeper will tell you
there's more to it now. While your good reputation preceding you is
undoubtedly essential, there are a few other ways that you'll want
to market your services to ensure that you have a steady stream of
work. Read on to learn seven paths you can market your construction
business.
1. Appear in
directories
Since setting up a new business is usually a digital experience,
it's easy to overlook the step of making sure you appear on a
physical list where people can find you. Ensure your trade business
is on relevant trade directories in your area.
Additionally, make sure you appear in the online equivalent. Yelp,
Google, and Facebook each have business directories. And let's not
forget the old standby: the phone book. Yes, they still exist! They
are valuable resources for some people looking to hire a
tradesperson.
2. Have a
website
Some website-building platforms are very user-friendly, but hire
someone if you feel that's beyond you. Almost everyone does an
online search before they hire a business, and not having a website
is like waving a giant flag that says you're out of touch,
old-fashioned, or possibly not legitimate. Meanwhile, having a
website reassures people that you are who you say you are and can
provide the services they need.
3. Leverage
social media
Nothing is more substantial than a good referral, and people
naturally turn to social media to find out what your customers are
saying if they don't know someone who's used your services
personally.
Keep your social media presence strong and engaged. If you're
uncomfortable doing this, hire someone to do it for you. It's
critical when doing business today.
4. Offer referral
promotions
When you wind up with a happy client, give them an easy way to
speak positively about you and suggest you to their friends. A card
or a thank-you email with a discount code will do the trick.
5. Run
ads
Construction marketing can be tricky because, typically, your
services aren't always needed. But when you are required, it's
usually urgent.
If your trade business doesn't appear on the first page of Google,
it might be worth your while to take out an online ad. That way,
when someone searches for a tradesperson in your area, your
business will appear next to their search. The only way someone can
click on your information is if they see it – so make sure they
have that chance, whether through an organic search or a paid
ad.
6. Make yourself
visible in the real world
Make sure your construction business's name and logo appear on any
equipment you use, and make clothes for your team to wear when
they're out and about.
It may be smaller than a billboard, but driving and walking around
letting people know who you are, what you do, and how to contact
you will go a long way to marketing your company. If people become
familiar with your business name, they'll likely turn to you when
needed.
7. Good
old-fashioned snail mail
Believe it or not, print campaigns are alive and well! If you
operate a construction business whose services are sorely needed in
a specific area, consider making a print ad to pop into mailboxes.
A word of warning, though – make sure your print ad is relevant,
valuable, and eye-catching. You don't want to spend money producing
something that will immediately go to the recycling bin.
Final
Thoughts
Marketing for trade businesses is a lot like any other type of
business in that you have to understand your audience and their
needs and show up when they're looking for you. With some research
and proactive planning, you can be sure your business will appear
in the right place and time.
Continually examine your approach. Instead of yellow pages people,
I see many well-intentioned people with their minds and hearts in
the right place that have great ideas on what works and fails in
social media. I certainly don't know what works for every
contractor; however, I do know that every construction company is
unique, and what works for your competitor may not work for
you.
I encourage you to develop your market tracking system along with
these methods. Perhaps you will discover what works best for your
construction company and increase your sales bottom line profits.
If I can be of service, don't hesitate to contact me.
About The Author:
Sharie DeHart, QPA, is the co-founder of
Business Consulting And Accounting in Lynnwood, Washington. She is
the leading expert in managing outsourced construction bookkeeping
and accounting services companies and cash management accounting
for small construction companies across the USA. She encourages
Contractors and Construction Company Owners to stay current on
their tax obligations and offers insights on managing the remaining
cash flow to operate and grow their construction company sales and
profits so they can put more money in the bank. Call 1-800-361-1770
or sharie@fasteasyaccounting.com