As the owner of a construction company, you are part of a huge, dynamic, and thriving industry. More than 650,000 employers and six million employees are in the construction trade.
However, this also means you have a lot of competitors in your area. It can be difficult to stand out among the crowd of other construction businesses.
By exploring new marketing channels you can stay ahead of the competition, attract customers, and make more sales.
Use the five methods of engaging with your customers below to achieve success with your construction company marketing.
1. Advertise on a membership-based service review site
Many membership-based sites feature reviews of local services providers. Members sign up and receive access to the top-rated handymen, roofers, plumbers, construction workers, and contractors in their towns.
Typically, there's no fee to list your construction company on these sites—it's essentially free advertising for your business. However, it is crucial to ask customers who use these websites to review you so that you appear at the top of searches.
According to entrepreneur and handyman business owner Dan Perry, you can pay for advertising to reach the top of the list on some of these sites, but it's not recommended unless you already have a lot of reviews.
“Even if you are at the top, you're still going to be competing with companies with between 20 and 50 reviews," Perry writes. “If you only have a couple, like I did, then you're not as likely to get those customers to call you. I wouldn't recommend paying for a top listing unless you already have at least ten really good reviews."
2. List your company on Yelp and other review sites
In addition to membership-based sites, make sure your company is listed on popular review sites. When consumers are searching for a construction company on Google, they may see Google ads first and then reviews from sites such as Yelp and Facebook right below that.
Sites that allow customers to leave reviews are critical to the success of your business. Just take a look at this infographic from Invesp. A whopping 90% of customers read online reviews before pursuing a business, and 88% of customers trust online reviews as much as personal recommendations.
Once your company information is listed on these sites, ask your clients to leave reviews. If you receive a negative review, reply to it, offer an apology, and ask how you can alleviate the problem. Be polite and courteous at all times, as every potential customer can see the review and how you respond to it.
Never pay for positive reviews—not only is it unethical, but potential customers are smart enough to know that a new company with nothing but raving reviews might be fishy.
3. Create content for your audience
Outbound marketing, such as billboards and radio and TV commercials, used to be the most effective form of advertising your business.
All that has changed with content marketing, which involves creating helpful content (blog posts, videos, email newsletters, and infographics) for your potential customers. You attract customers with relevant content so that marketing happens in a more organic fashion.
According to HubSpot, company websites that put out 16 or more blog posts per month get nearly 3.5 times more web traffic than those that release four or less posts per month. The same article reveals that almost 50% of internet users will seek out videos related to products or services before going to a store.
Plus, visual content such as pictures and infographics are 40 times more likely to be shared on social media than other types of content.
To begin your content marketing plan, figure out what your audience wants and where they'd like to consume it. Maybe it's a blog about all the scenic spots and beautiful buildings around your town. It might be a video about the best construction tools on the market. You could post photos of your construction site or selfies with your current clients.
Once you know what your current and potential customers are looking for, create content to draw them into your business. Share your content via the social marketing channels where your clients are.
4. Maintain happy client relationships
Consider customer relationship building as in-person and one-on-one marketing. This includes treating your customers right, being professional on- and off-site, being responsive, fixing any problems that come up, and thanking your clients for their business.
First, figure out whether your clients like to communicate through email, marketing software, text, phone, an in-person visit, or a combination of all of those. Assign one primary contact to always be in touch with a particular client, and if they're not familiar with the industry, avoid using construction jargon.
It is crucial to be clear every step of the way. Construction projects do not always finish on time and setbacks are common so your primary contact should keep the customer in the loop at all times.
5. Invest in excellent workers and equipment
Your employees are the face of your company, making them some of your best marketers. When you hire new employees, check their references, ensure they are following safety checklists, and provide them with extensive customer service training.
Having brand-new equipment can also be a marketing factor. When your equipment is up to date and running properly, you will have fewer setbacks, and your customers will be inclined to recommend you and leave stellar online reviews.
If you have enough tools for every worker and aren't relying on broken or outdated equipment, it reassures your clients that you'll get the job done in a timely fashion. It's also an important way to boost your crew's safety. New tools are much more reliable and help prevent employee injuries.
Consult your current inventory and check for places where additional equipment would boost productivity. If you have any power tools on their last legs, consider replacing them now rather than waiting to deal with the problem later and risking a broken tool on a job site. Think of your new tools as a business investment. Spending the money on high-quality tools may just be the boost you need to edge out your competitors.
Once you have enough equipment, create checklists for your employees to make sure they clean and inspect the tools before and after every job. Keep your tools in great shape by putting them in a safe spot every night and greasing, oiling, sharpening, and repairing them as needed.
Getting started with your marketing strategy
Take your construction business to the next level with these five steps. Now is the time to improve your strategy, attract more customers, and make this your best year ever.
What marketing tips do you have that worked for your company? Let us know in the comments below.
Also, good construction management software can help you run your business more efficiently, so check out Capterra's directory to compare features of the many software options available to help manage your business.