Many contracting businesses make the mistake of assuming that everyone is their target audience. That line of thinking can severely hinder your construction marketing strategy if you’re not clear about what type of contracting you do. Understanding your target audience starts with learning about the clients you hope to attract. What is their income range? What are their hobbies? Why exactly do they need you? Where are they likely to spend their time?
This is more important than you may think. When you answer these questions, you can then work to align, brand, and market your contracting business with your audience in mind. For example. We consulted with two masonry companies recently. One wanted to target higher end homeowners for custom outdoor living areas, and the other wanted to focus more on commercial work.
Though contractors can and should look to grow clients in both sectors, these two companies being more clear on what they wanted gave a better marketing direction for all of their decisions. From their website to how they approached and communicated with clients. Being clear on who you would like to primarily target also helps build your reputation as being an expert in that field. And this will lead to more clients, more work, and more money as well.
Book your FREE consultation with Craft & Trades today.
Simply put, your online presence is how you come across to people online, this includes your overall website, online presence (on Google and search engines), your brand identity. And more.
As a professional contractor, your website, your marketing materials, your brand and social networks must be top-notch to catch (and keep) attention of new prospects.First off, you shouldn’t just optimize your website for the search engines, you must deliver an excellent user experience. No matter what you are doing, your design should quickly draw people in, letting them know exactly what you do, what your specialties are, and then make a clear prompt for them to reach out to you. All the while, keeping it simple and optimized for search engines.
Reach out to Craft & Trades and we can help you build a strong brand.
Your website's story should flow seamlessly between pages without any unnecessary interruptions. Use patterns your audience can rapidly get used to, and refrain from changing your layouts too frequently. Furthermore, at first glance, your website should answer these three questions:
● "Who are you?"
● "What can you do to help them?"
● "What should they do?"
The best thing for your construction business (or any business) is to turn your audience into paying customers, and you need to guide them to take that action. You can have them call you or fill out a form on the site after showing them convincing reasons and materials to work with you.
As for your social networks, consistency is important in your posts and messaging. If you deliver content on social media, working with a schedule that suits you and is best timed for your audience is best. Nobody trusts a brand that last posted content two years ago and never continued.
You need great content on your website to keep people on your page and interested in what your contracting business has to offer. You should have a blog with unique and relevant content about your market, your projects, news, or further information on what you do as a company.
Blogging about construction-related topics can help you improve your website's quality, increasing organic traffic and improving yourSEO. Also, this will help you establish your knowledge as an expert, which naturally leads to more contacts and clients.
Another excellent technique to offer your brand individuality is through video. You can potentially post a video of your work in progress or a time lapse video of a job. This can show your attention to detail, and all that goes into your work from start to finish.
Your keywords are like calling cards for the services your contracting business provides. Make a concise list of your services and research what keywords and combinations are most effective. (Again, think about who your main target client is).
There are search engine tools that will let you know how much traffic-specific keywords are generating and how they use them in SEO to gain leads. You must be very careful to select the "correct" keywords. You want to rank for keywords relevant to the services and clients you want to target. This will ensure that the quality of leads and clients you attract to your business.
Keywords and SEO can be confusing to grasp at first, but it highly beneficial to your business. Get in touch Craft & Trades and we can help you build a strong brand and SEO campaign.
The best way to use keywords that will make you rank is to go in the direction of long-tail keywords. For example, as a construction company, the chances that your pages will appear near the top of an organic search for “construction companies” is very minimal. That is unless you have a large marketing and advertising budget to do so.
On the other hand, if you're a smaller company because there’s too much competition. The best approach is to use more specific keyword phrases. Using these keywords with your specialty like will help connect with the clients looking for your services in your area.
Craft and trades specializes in SEO marketing and strategies and can help you find the right keywords. (LINK)
Much like any other industry, marketing in the building and contracting industry can be highly competitive.. You have to go the extra mile to win the trust of your website’s visitors if you want to retain them as clients. That's why highlighting the human part of your company is a massive part of getting clients to choose you.After all, providing and selling your contracting services is a person to person business.
If you are personable, professional, and knowledgeable, (in person and in your online presence) potential clients and even GC’s sense this. As I’m sure many would agree, it is much better working with someone who possesses these qualities as opposed to someone who is negative and not a people person.
Understanding this subtle tip, and implementing it in all of your interactions builds the trust that potential clients must have to work with your company.
Videos also go along way when adding a touch of personality and attracting clients. A video showcasing your work, a time-lapse movie of the building process, or an entertaining company culture video showcasing the distinctive characters of your team could all help humanize your business and expand your audience.
How do you know the best companies and individuals to collaborate with? The key to partnerships is simply reaching out and communication. Build relationships with local general contractors in your area, and seek out jobs to bid on. A simple google search can help you find General contractors In your local area. If you are focusing on the residential space, building up your local reputation pays huge dividends in getting you more work.
Key relationships also include vendors and others you may work with in your field. The key is to build and keep a solid reputation. This and all of the prior components are a direct reflection of your company and brand.
Building a profitable business starts with what you offer as a contractor, and the clients you want to bring in. Learning the best marketing practices to bring them in is essential to your business’ growth.
(Consult Link)
