Recruiting new business and generating leads is one of the biggest challenges for contractors today. The market is full of competition and advertising options are varied and widely available.
To make sure you are staying in the game and growing your business to your maximum potential, it is important to build an efficient and strategic contractor marketing plan. There are various ways to build a great marketing and advertising strategy, many of which depend on your business size, location, target market and more.
Before getting started on marketing for your small business, it is important to identify your target market. This is what will help you to create specific and relevant advertisements and to reach the appropriate people. If you have great advertising but it’s not reaching your relevant customers, you’ve done nothing.
In this post, we will discuss some of the most common forms of contractor marketing. This will allow you to gain an understanding of which options are the best for your business. We’ll discuss both online and offline advertising options. Most businesses find it essential to combine the two for ultimate success in advertising for contractors.
Online General Contractor Advertising
Using online advertising is an integral part of every business in today’s day in age. The internet is full of opportunities and if you’re not using them, you’re missing out. Let’s take a look at the most popular options out there.
Facebook, Instagram, Twitter, Pinterest and the list goes on. Social media is an extremely powerful tool that you must be using to promote your business.
Each platform has advantages and disadvantages that should be considered when it comes to your business. It is also important to understand where your target market spends most of its time. For some businesses, Instagram may be highly relevant, while for others much less so.
Within each platform, there are multiple ways to do marketing for construction companies. First, you can promote your business through your own page, sharing relevant content, tips, information and more. Second, you can be an active member of online communities within social media platforms, providing insight and advice. Lastly, you can use paid advertising to promote your services.
Many people claim that paid advertising on various platforms (namely Facebook and Instagram) is crucial for any business to succeed. Paid social media posts can be one of the best advertising methods for contractors. You can target people living in your relevant geographic area, age range, even homeowners vs. renters, people with various interests and more. Social media marketing can be a tremendous tool in the contractor field, don’t miss out.
Pay-per-click is an advertising method in which you pay a platform (let’s say Google) based on how many people click on your ad. This can be an effective method for contractor lead generation. It can also teach you about the success of your advertising campaigns as opposed to a click-per-impression method.
PPC advertising aims to drive traffic to your website in most cases. This means you’ll have to build an effective website, to engage clients once they arrive on your site.
PPC can be an effective method for contractor marketing, although it does require a bit of an understanding of how to set up such ads.
As mentioned, having a strong website is important for marketing in the construction industry. Promoting your website is a strong marketing tool and can be done in various ways.
The first is with an effective SEO strategy. SEO means optimizing your site with the right keywords so that people searching on the Internet will come across your site. This requires keyword research and effective writing on your site. If done correctly, this can boost visitors to your site and therefore the number of new clients you receive.
Another way to promote your website is through advertisements on search engines as discussed above (PPC and other methods).
Starting a blog and being a guest blogger on other sites will also potentially boost traffic to your website. Don’t forget that your ultimate goal is to help those who are having a problem and are looking for a solution. When they Google in a panic looking for a solution, you want your website to show up in the search results.
Offline Contractor Marketing
The whole world seems to be online today but the truth is that offline advertising is just as important as ever. Some of these advertising methods can be just as effective, if not more so, than online alternatives.
Offline Banners and Flyers
Using banners and flyers, particular in a specific location can be an effective contractor marketing technique. This method allows you to reach your target population relatively easily and in a way they can’t miss. Placing banners in appropriate locations, or giving out flyers in a popular location or even at people’s homes will help them remember you in a time of need.
Car Advertising for Contractors
Do you use a van, truck or car for work? Do you have appropriate branding on your vehicle? If not, you are missing out on an effective advertising technique.
Car advertising is a relatively easy and inexpensive method to promote yourself in the area you work in. Additionally, when you’re at a job, people will see your vehicle and be inclined to trust you because you are working at their friend or neighbor’s home.
Media advertising includes marketing yourself in traditional ways such as through newspapers, magazines, TV ads and more. Many people still don’t use the internet regularly or with ease, and they will be looking for your ads in these places.
Once again, just like with online advertising, it’s important to check what media sources are most popular with your target market. If they read specific magazines, you’ll want to target those. Which radio stations do they listen to? Which TV stations do they watch? These are all questions you’ll have to answer before committing to advertising in traditional media sources.
Word of Mouth and Customer References
Word of mouth and customer recommendations may be one of the best sources of advertising for contractors today. Potential customers trust their family and friends and will be more likely to hire you if someone they know was satisfied with your services.
This is why customer service and satisfaction are critical for any business growth. If your customers are satisfied, they will almost definitely recommend you to others they know. You can also consider giving a discount or some kind of award for those who refer your business to others they know.
What Else is Important in My Business Besides Contract Marketing?
Of course, marketing is only one small piece of running your business and completing sales. To be a successful salesman, you’ll need to build your business correctly and have the proper support and tools available to support your work.
Contractor insurance is a must for all contractors, no matter the size of your business, your field or any other factors. Having the correct insurance will protect you and your business if anything goes wrong.
Make sure before you start any work to have a good contract in place. This is another tool that will protect you (and your client as well) and give you peace of mind before beginning work.
Advertising for Contractors - What is the Best Method?
As we’ve discussed, there are many methods available for marketing in the construction industry. Each business has specific needs and therefore different techniques will work better for some contractors than others.
Before making any decisions regarding contractor marketing, do your research. Get as much information as you can about your target market. Don’t be afraid to experiment a bit to see which methods work best for you. Many times, small business marketing takes a bit of time to understand and to get a sense of the best methods for each contractor.
No matter what, make sure you don’t forget about the importance of contractor marketing. With the correct strategy and tools, your business will be sure to grow rapidly. Good luck!