Marketing 101: A Guide for Contractors and Construction Pros
In the age of phonebooks and yellow pages, it was an entirely different process to make your business known. Today, it feels like you need to have a website, a Facebook page, a brick-and-mortar store, company branding, and the skill to do the work you say you can. The process is a bit more complicated than it used to be, but if you do it right, you will stand out among others in your field.
Now, you have to ask a new question: how can I make sure prospects can find me?
This contractor marketing 101 guide will help you look at some simple, cheap, and effective ways to begin, or continue, your marketing efforts.
Create a brand
What is a brand?
‘A brand is an intangible perception and image created in the minds of every consumer. The brand is based on a familiar emotion that is stirred up by a product or business.’
Your brand should match your ideal clientele. Potential customers may see a company that hasn’t invested in their brand and make assumptions. Stay relevant by updating your brand image, which often starts with a logo.
Hiring someone to create your new look, even a freelancer on Fiverr, can set your business apart and instantly make you more reliable.
Your brand also encompasses your customer service, your billing process, and everything that builds your customers’ perception of you. Your reputation outside of your work is worth the investment. Update your brand and expand your customer potential.
A good brand starts with a good logo
Social media
Once you have a brand or logo, you can create a Facebook or Instagram for free. The best way for people to find you is to have an active presence on social media. The bar for entry is lower than you might expect.
There are a TON of options out there, so don’t feel pressure to be everywhere! A Facebook page, along with an updated Google Business listing, is often all that you will need.
What is social media management?
Social media management sounds like a lot of work, but in reality, it can be one of the easiest and most cost-effective uses of your business time. Put simply, social media management expects that you create an online presence for your business on popular social apps like Facebook, Instagram, or Tiktok.
Why should I focus on social media?
Facebook, Instagram, Tiktok, and Youtube have no shortage of users that come from the communities around you and your business.
What should I post about?
Posting consistency and frequency are vital to your ongoing marketing efforts. If potential customers see no activity from you online, they may assume your business has gone dormant or gone under. Neither are good for the future of your business.
How often should I post?
Post monthly at a minimum. This will show that your business is alive and well. New customers can see the content you have been posting and how often you post to get a feel for your business and the quality of your work.
Think of your social media as both a means of advertising and a direct point of access for client communication. If it is left unmanned, you run the risk of losing potential clients. Losing potential clients is a massive hit in a business that is so heavily centered around referrals and word of mouth.
Quick and Easy Content
This is the easy part. You can use any pictures of your job sites that you have as content for social media. These can be entirely unprofessional, dark, grimy, and misaligned. More than a neat photo, your customers want to see your actual work.
This is why Before and After photos and videos are the bread and butter for construction pros. There is a reason nearly every remodeling show out there starts with a dive into what is going to change, followed by an extensive walkthrough of the space after your work has been done. The people love it.
Create a Google My Business Profile
- Login or create a Google Account that you want to be associated with your business
- Visit google.com/business and click on “Manage Now”
- Enter your business information
- For most contractors, you will check “I deliver goods and services to my customers”. If you have an office space, you can show the exact address or limit it to a region. Your service area is the final selection you will make and can help you specify how far you are willing to travel for work.
- Select business category
- Add business number and website
- Select verification option
A Google Business Profile is a free resource that can help you be found online when people search for your business. Indicate company hours, location, website, and a business phone number so you can bring in more customers. Add your company logo, photos, offers, posts and more to customize your profile.
Be sure to occasionally update your Google business account. You can select which holidays you will be open for, what days of the week you might want off, and respond to any reviews you’ve received. Any updates you make instantly make you look more professional and active.
Build a website
Building a website can be the most complex aspect of marketing, but if you are looking to grow it is worth the investment. Here are a few reasons you may want to consider getting a website:
- It makes you look more professional.
- It is an online storefront. Customers can learn more about you and what to expect.
- You can get more leads.
- Customers can feel confident by knowing exactly what services you offer.
What do I need to consider before I build a website?
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Figure out your budget
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Buy your own domain (URL)
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Can you do it yourself or do you need to hire someone?
How do I build a website?
Wix and SquareSpace are two easy-to-use website builders that offer free or minimal-cost websites.
Determine how much money you are willing to pay, buy your domain, and decide if building a website is something you can do or if you should pay someone else.
If building a website is outside of your capability, find a local agency or freelancer to do it for you.