Apr 4, 2025
This Podcast Is Episode 622, And It's About Identifying Gaps To Improve Your Construction Business Marketing
Visibility is essential for your handyman or contracting
business for several key reasons. Effective marketing helps your
company stand out in a competitive market, and promoting your
services can help you reach a wider audience and become known in
your community.
Potential customers are more likely to hire someone they have
heard about or seen advertised. This credibility is crucial for a
service-based business like yours, where customers rely on
reputation. Sharing content like the project "before and after,"
tips, and how-to guides can demonstrate your expertise and help you
connect with your target audience.
Many construction businesses are vying for the same residents
and homeowners, but active marketing helps you stay relevant,
ensuring your company remains top-of-mind for potential
clients.
Remember that adaptability is also essential when assessing
gaps in your construction marketing. The marketplace is continually
evolving, so adjust your strategies according to changing consumer
needs, trends, or new services you may offer.
Don't have a whole marketing team? Invest your time and
resources wisely. Consider the following areas first: ask yourself
these questions, and start tracking and analyzing your results to
see what's working and what isn't.
1. Am I identifying and understanding my target
audience?
If your messaging doesn't resonate with your ideal clients, it
might not be effective.
2. Is my website optimized for search engines,
mobile-friendly, and up-to-date?
A lack of an engaging online presence can significantly limit
your reach.
3. Am I consistently creating and sharing valuable
content that showcases my expertise?
Gaps in content marketing can lead to missed opportunities for
engagement and brand building.
4. Am I actively engaging with my audience on social
media platforms?
If you're not leveraging these channels effectively, you may
be missing out on building relationships and community.
5. Are my methods for generating leads
diversified?
Relying too heavily on one method can leave you vulnerable if
that channel dries up.
6. Am I actively seeking and promoting customer
testimonials?
A lack of social proof can hinder potential clients' trust in
your services.
7. Am I attending industry events or networking with
other professionals?
This can be crucial for building connections and
referrals.
8. Am I tracking my marketing efforts
effectively?
Without analysis, it's challenging to determine what's working
and what needs improvement.
By identifying and addressing these gaps, you can develop a
more robust construction marketing strategy and build a better
foundation of systems and processes that can drive better results.
However, time constraints make it challenging to market your
services, especially when you're a one-person company.
Many contractors are directly involved in on-site operations,
leading to long hours and physical exhaustion. As a result,
marketing tasks often get pushed aside. Also, not everyone has the
skills to create effective strategies, understand digital tools, or
navigate social media.
If you're still following along, the good news is that you've
already taken the initiative. Answering the questions earlier is an
excellent start. If you haven't done so, learn the marketing basics
relevant to your construction business. Online courses and
resources can provide valuable insights without requiring extensive
time commitments.
First, establish specific, measurable marketing goals to help
prioritize efforts. Having a clear focus can streamline
decision-making and resource allocation.
Since you might need to invest in professional help in these
key areas and high-impact tasks, check which ones you can do and
the ones that you need to outsource:
1. Brand
Development
Establishing a strong brand identity is vital. You need a
compelling logo, a brand messaging, and a consistent visual
presence across all marketing materials.
2. Website
Optimization
Many solo construction business owners lack a professional,
user-friendly website. Assistance in designing and optimizing a
website for SEO can help your website attract more visitors and
convert them into leads.
3. Social Media
Strategy
Navigating social media platforms can be overwhelming. You may
need help defining your target audience, choosing the right
platforms, and creating engaging content that resonates with your
potential clients.
4. Content
Marketing
Creating informative blog posts, videos, and case studies that
showcase expertise can be challenging. You may require support
generating relevant content highlighting your projects and industry
knowledge.
5. Search Engine
Optimization (SEO)
Understanding how to rank higher in search engine results is
crucial. Assistance with local SEO strategies to ensure you appear
in searches within your service areas will do wonders for your
marketing.
6. Lead
Generation
Finding effective ways to generate high-quality leads can be
difficult. Look for guidance on using online advertising,
networking events, and referrals to attract new clients.
7. Email
Marketing
Developing an email marketing strategy to stay in touch with
past clients and nurture leads is often overlooked. Consider
creating effective email campaigns that engage your audience and
drive repeat business.
8. Reputation
Management
Building and maintaining a positive reputation is essential.
You may need help managing online reviews, responding to feedback,
and leveraging testimonials to build trust with potential
clients.
9. Competitive
Analysis
Understanding the competitive landscape helps contractors like
you with positioning. Analyzing competitors' marketing strategies
to identify opportunities and threats will set you apart and drive
your construction business forward.
10. Networking and
Partnerships
Collaborating with other industry professionals can lead to
new opportunities. For mutual referrals, you may require support
building relationships with suppliers, architects, or real estate
agents.
What you can do right
now?
Start small. Implement small marketing initiatives that
require minimal time and resources but can still deliver
results—for example, posting a project update on social media or
scheduling marketing activities in advance using a content
calendar. This helps keep marketing efforts organized and ensures
content is consistently shared.
Final
thoughts
Addressing these gaps can enhance your visibility, attract new
clients, and ultimately grow your business. Rather than spreading
resources too thin, focus on marketing activities that yield the
highest returns, such as building a strong online presence or
generating referral networks.
Invest in professional help. If budget allows, consider hiring
freelancers or marketing agencies to handle tasks like website
design, SEO, or social media management.
We support contractors like you with Marketing, Accounting,
and Production. Whether you're just starting or a seasoned veteran,
we are here to help.
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