Regardless of what kind of company you have, as a business owner, it is imperative to get your name out there. Becoming visible in the eyes of your audience is a major part of the battle. The thing is that there are so many different ways to achieve this. SEO, paid advertising, social media, etc.
Construction marketing isn’t as simple as it used to be. There are, however, similarities in that you still need to appeal to your local market first and foremost. After all, if you are in construction, your company has a finite reach. You aren’t appealing to the country as a whole; you are appealing to a limited number of communities as your company continues to grow.
Being able to successfully market to those local communities makes up a large portion of your business, if not all of it. Being able to appeal to those communities in the area that you serve is the lifeblood of your business. But how can you stand out in your community and dominate the way that you market your construction company?
Direct Mail is Still Viable
Believe it or not, using direct mail advertising is still one of the most viable forms of marketing around. It is actually proven that people tend to open up direct mail sooner and more often than they do email, even though that email option is more widely available.
This because people can ignore those emails or direct them to their junk folder and never even know that they are coming into their email. With direct mail, people are checking their mail whether it is junk or not. Knowing that people will have to have these direct mail marketing options in their hands is the key to getting great use out of those materials.
Not only that, people are more likely to use direct mail offers if they are for a local business. You give the customer an extra incentive to use those offers if they don’t have to go very far. Because your business is local, it certainly matches those criteria.
Make sure that your business takes the time to invest in direct mail marketing. It might seem like an outdated practice but it has more than proven to be a viable service in the marketing industry today. Put your business in the hands of your audience. Literally.
There are some business owners that feel as though it is them against the world. And it is certainly understandable to have that frame of mind. But the fact of the matter is that the business world is big enough that it can be shared to some extent.
Don’t mistake me: you don’t want to pair up with a competitor within the construction industry. Instead, try to run a partnership with a like-minded business in your community. For example, a perfect match could be pairing up with a local hardware store. They get more traffic in their store for potential sales, your customer feels like they are saving money by using your service.
This kind of win-win marketing is how like-minded businesses help one another to survive and thrive. No one gets anything done in this world by themselves and that is the same for businesses. Helping one another also fosters a sense of community among business owners.
Don’t ignore Facebook
Facebook is in a weird spot these days. It is rapidly losing popularity these days, especially among controversies about sharing private information. Still, there are hundreds of millions of users on Facebook and the vast majority of communities across the United States are likely on Facebook en masse.
For this reason, it is important to utilize Facebook as a marketing tool. This can be achieved in two different ways. The first is through pay-per-click ads. A pay-per-click ad “follows” each user around the web. Based on algorithms that Facebook uses, these ads will sit in your peripheral across any website that you visit.
The beauty of this is that it keeps your business in the consciousness of the user the entire time and it doesn’t cost your business a thing unless the user clicks on those ads. This is a fantastic way to keep your business on the mind of your audience and you only pay for what they actually click on. That is a win-win if there ever was one.
The second way is to interact with your customers through Facebook as often as you can. The best companies will find ways to interact with their customers. Things, like listening to complaints and addressing them personally, helps foster a sense of trust between the customer and the business that most businesses strive for. Brand reliability is one of the most sought after facets of building a brand.
Facebook might have its negative features, but it is one tool that is definitely a must-have for any business in terms of its marketing program.
Get in online directories
What you might not have realized is that when a user goes to a search engine and asks about the best service provider that is in their locality for just about anything, that search engine will come up with the names of certain directories instead of individual sites for the service provider.
It is imperative that, when listing yourself in directories, you are sure to fill out every possible detail that you can. The more information that you provide, the more the customer knows about you and it can also affect your overall directory ranking.
Make sure to keep on checking the directories regularly and be sure to answer any query instantly, responding generously to anyone who gives you positive feedback when they take on your service. This is a highly beneficial way to let your audience know as much about your business that they can and allows you to get to the top of the localized search settings.
Be specific whenever you advertise your services
If you are new to the business world, it can be a bit intimidating to create an advertising campaign for your business. After all, your marketing is one of the best ways to deliver to your audience perception of your business; what you as a business is all about in addition to the services that you offer.
It can certainly feel like as a business, you need to advertise everything that your company can do. After all, you want to make your potential audience feel like they can go to you for just about anything, right? That’s all fine and well, but it can also be a very poor marketing idea.
What will actually be more beneficial to your business is to focus on one area of your service at a time. For instance, let’s say that you offer driveway paving services. Aim the focus of your marketing campaign on how great your driveway paving services.
When you focus on a specific service, you plant in the mind of the audience that you are the best there is at that service. If you see a noticeable uptick in sales for that specific service, then you know that you should make your future marketing campaigns as focused as they can be. This is one of the ways to establish to your potential customer base that you are a trusted, reliable name in that particular service. This is a fantastic way to develop brand recognition when it comes to that service.
Share knowledge with your audience
When it comes to building brand recognition and developing your marketing campaign, consider this: people love free stuff. What many might not realize is that the free “thing” does not have to be a physical item. If you impart some knowledge onto your audience, they will take that as a free gift which will make your business seem like a better option in their eyes.
For instance, maybe you can offer some DIY construction tips for those who are a bit more hands-on. Sure, you could tell them to visit your company and try to sell them on your services, but that isn’t the same thing. Make them feel like you are giving them something. As I said, people love free stuff.
A great idea is to run a blog through your website. Have entries with the aforementioned DIY stuff or any other helpful tips that will draw people to your site and eyeballs towards your business even if it doesn’t immediately result in sales.
Keeping your business in the mind of your audience base is one of the most essential aspects of marketing your business. Offering “free” tips to your audience is one of the best ways to ensure that they will think of your business when a problem comes along that they can’t solve themselves.
Offer your community a service
It cannot be stated enough that building trust and brand recognition within your community are imperative to the success of your business. Traditionally, this means that you develop the kind of marketing campaign that really sticks in the memory of your local community.
But there are other ways to go about it. For instance, providing a charitable or social service is a great way to foster that trust within the community and build brand recognition in the eyes of your audience. Think about it: if a local business participates in rebuilding a hospital or providing aid to those affected by a massive storm, aren’t you more likely to see them in a positive light?
Not only is your business doing a great deed by participating in community events such as these, you build that all-important trust within the community. Every little bit helps and by helping your community, you help the image of your business within that community.
Don’t lose focus of social media
We touched a little bit on Facebook above, but it is important to not forget about the other forms of social media. These are rapidly growing mediums that more and more users are participating in. This means that you have a far greater audience to potentially reach when using platforms like Twitter and Snapchat.
Creating interesting, local advertising for users on those social media platforms is a great way to connect with them. Not only that, you can spread the word on sales and specials, even using digital coupons to promote anything that you are looking to move in terms of services or products.
Any company with an effective marketing campaign will make the most out of the reach that is offered through social media. It also allows you to interact with your audience in a fun and laid back kind of way. You can make your company seem a little more laid back and “different” than others in the industry if your social media accounts are run the right way.
Best of all? You can run an effective social media campaign for little to no money. That is the kind of voice and reach that is necessary for any company and social media allows for that kind of reach without any additional costs. How can you beat that?
Ultimately, it is important to figure out which of these methods work best for your company based on the marketing budget that you have, the size of your community, and a few other mitigating factors. The goal is to build brand recognition for your company within your community. However, you can do that is an effective way to market to your community.
The best thing about most of these methods is that they don’t cost a ton of money to implement and you can get great results out of them without having to come up with some kind of complicated, comprehensive construction marketing campaign.
Find ways to communicate with your community, to build trust and recognition with those within the community. When you can develop these things, you will see your company begin to grow and gain steam within the community that you provide service to.