Mar 8, 2024
This Podcast Is Episode 566, And It's About Marketing Your Construction Business: How To Make It Work For You
Marketing your construction business is crucial for its growth
and success. You can use various strategies to promote your
business, such as creating a website, networking, social media
marketing, and advertising. Additionally, sponsoring events and
collaborating with other companies can help you reach a wider
audience.
I understand how daunting it can feel for construction
business owners like you; we've been there. Whether you're new to
the game or have been in business for a while and haven't quite
cracked the code, navigating the marketing world can be
overwhelming. But it doesn't have to be. Your business deserves to
be seen, heard, and thriving—with the proper guidance, you can make
marketing work for you. Let's unravel the puzzle, starting from
square one.
1. Defining your target audience
Know thy client: the key to tailored marketing.
Before you shout your brand from the rooftops, you must know
who you're calling to. Understand the demographics and
psychographics of your ideal customer. Are they young
professionals, parents, or retirees? What problems do they face
that your product or service can solve? The better you know your
customer, the better your marketing will resonate.
2. Uncover data gold
with market research
Don't rely on guesswork. Dive into market research — it's how
you find the "who" and the "why" of your business. This doesn't
have to be a complex, expensive ordeal. Start with online surveys
or asking family, relatives, and friends in your neighborhood, as
well as interviews, social media insights, and competitor analysis.
The information you gather here will be invaluable.
3. Set clear goals that
spark direction
The beacon of your marketing journey
Without clear objectives, your marketing can feel scattered,
like throwing darts in the dark. Your goals should be specific,
measurable, attainable, relevant, and time-bound (SMART). Are you
aiming to increase website traffic by 30% in six months? Or boost
sales by 15% at the end of the year? These goals keep you focused
and make success less vague.
3. Develop a marketing strategy
Mapping out your move
Once you've defined your target audience and your goals, it's
time to set your marketing strategy. Your marketing strategy is the
"how" behind your goals. Identify which channels your audience
frequents. If you're targeting working millennials, perhaps
Instagram is for you. A well-thought-out marketing strategy aligns
your business objectives with the most effective messaging and
channels.
4. Consistency is
king
Branding isn't just a logo or a tagline. It's the sum of all
your customer interactions and experiences with your small
construction business. Create a content calendar to ensure your
brand is visible across all marketing platforms and your message
remains consistent. This calendar should include blog posts, social
media content, email campaigns, and any other touchpoints relevant
to your audience.
5. Crafting compelling content
The art of the story
Your content should inspire, educate, or entertain — ideally,
all three. Write as if you're speaking to a friend, addressing
their problem with your service as the solution. Your content is
the thread that weaves your story with your customers. Remember,
compelling content isn't just about words. Images and videos can
support your message.
Visuals – the silent sway
Humans are visual creatures. In fact, 90% of the information
transmitted to the brain is visual. High-quality, eye-catching
images and videos can convey your message faster and stickier than
words alone. Share photos of your "before and after" service
provided or a video demonstrating its benefits. The more senses you
engage, the deeper your marketing will resonate.
6. Execution and monitoring: making it happen and seeing it through
Take the plunge
It's showtime! Execute your marketing plan with gusto. Use CRM
(Client Relationship Management) tools like HubSpot for email
campaigns to save time and stay on track. Remember, marketing is a
marathon, not a sprint. Consistency and perseverance are key.
7. Learning from your
results
Every marketing initiative is a learning opportunity. Use
Google Analytics, social media insights, and customer feedback to
monitor how your campaigns are performing against your goals.
Identify what's working and what's not, and adjust accordingly. The
more you learn, the smarter your marketing will become.
A word of encouragement
and empowerment: You've got
this!
Marketing can be a rollercoaster, with its ups and downs, but
you've already taken the crucial first step – you're learning and
adapting—trust in your journey, your construction business's
uniqueness, and the value you provide. With persistence,
creativity, and strategic thinking, your marketing activities will
start to feel like second nature.
Embrace the adventure
Think of marketing as an adventure. You're the explorer, and
every campaign is a new frontier. It's okay if there's trial and
error and even better if there's growth. You're an integral part of
the narrative, and your customer eagerly awaits your next
chapter.
Remember, word-of-mouth referrals can also be a powerful
marketing tool, so be sure to provide excellent service, build
relationships with your clients, and ask for their feedback and
referrals.
Now, take these steps, make them your own, and enter the world
of marketing with confidence.
Your construction business isn't just another face in the
crowd — unique, valuable, and deserving of a spotlight. Let's make
that happen.
PS
We offer free resources to
help you save time and money that you can download and print
now.
About The Author:
Sharie DeHart, QPA, co-founded 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