It can be difficult to find to time to market your business. Especially in the construction field where there is an endless amount of tasks to complete and goals to be met. With that being said, marketing does not have to be overly time consuming, even a few hours a week can show benefits. In the following article I provide some tips on how to market your construction business in today's competitive landscape.
It's hard to market you business if nobody can find you online. In fact 87% of consumers use Google to evaluate local businesses.
But for a new business it can be hard to rank high on Google. Google uses a wide variety of ranking factors in it's algorithm such as: backlinks, social media followers, reviews, content, all of which a new business is not likely to have much of. And no Spammy links are going to help your ranking, they actually might hinder it.
But with time and effort and doing the following you can gradually climb the Google ladder By:
It would be an understatement to say social media is not important for today's small business 83% of Instagram users say they discover new brands while using the platform.
Consequently, it is vital we become active on instragram and have a social media strategy. And truthfully we don't need to spend a lot of time on social media, as a construction company we should be taking project pictures and videos anyway, It would not take much to post these project updates on Instagram.
When posting our projects on Instagram it is good idea to keep our features and benefits in mind. If the benefits of working with us is quality of work, then feature the exquisite craftsmanship of our service. If the benefits of working with us is price, then discuss the features of the project that kept this project under budget.
When starting out it is unlikely your are going to attract enough clients through, word of mouth, SEO and social media. Consequently, you might need to advertise, and PPC is one of the better advertisement options out there.
When you search for most anything on Google you are bound to see ad listing for that specific search term. We call these pay per click (PPC) ads. A PPC ad shows up like a regular listing but with word sponsored underneath. The higher bid gets the greater the visibility of your ad. And if someone clicks on your ad you pay the bid amount, hence the term pay per click.
PPC can be a good option for advertising but it can also be expensive, especially if you bid on competitive search terms. But if we can find less expensive longer search terms PPC can be quite a handy advertising option.
To analyze keywords it is a good idea to do research before spending money on Google Adwords. Google's Adwords Keyword Planner is a great tool to assess what keywords customers are searching for and the amount of money we need spend to bid on those particular keywords.
After we have identified good longtail keywords we can create an ad that is educational but loaded with benefits and trust signals. The more helpful we are to our target market the greater the chance them picking up the phone and giving us a call.
There are many directory and review sites to join. Like Houzz for construction professionals. Join these site sites, get testimonials, post project pictures and generate traffic to your site
You never know where potential clients are in their customer journey. Whether they are just starting out or they are ready for estimates, by having an email newsletter we send content and attract our ideal customers at all stages of their customer journey.
Also, newsletters allow us to get contact information legally, to communicate with our clients, send blog articles, and send service offerings.
Email marketing can be made easy with a bunch of software options to choose from. Also, the software often has nice features that allow us to make our marketing more efficient by analyzing email open rates and the effectiveness of sign ups. As a result, we can segment our list send specific content, and a/b test specific offers.
A big way that I'm sure everybody has seen to get potential clients to sign for our newsletter is with a pop up. Often good pop up combined with offering a quality piece of content will get them to sign up.
Pamphlets are a still in attracting business. Particularly local businesses where a promotion on a pamphlets can get the phone ringing.
An app could be mobile app or it could be a form on your website. Good ideas for apps could be an estimate or a design something that a potential client can fill out and get a response/calculation. In general apps are good because: