Everyone has a niche – that one thing you do best. You may enjoy remodeling a specific area of a home, building a custom home, or putting those finishing details together.
Me? I love marketing. More specifically, I love being a construction marketing consultant and marketing for contractors and tradesmen because that’s my background. It’s what I do. And at the risk of sounding cocky, it’s what I’m good at. I enjoy working with contractors and tradesmen who can honestly tell me what they’re good at without feeling like they’re just bragging.
I know that not every contractor who reads my blog or watches my videos is going to call me. That’s okay though; if you feel comfortable working on your own construction marketing campaign, and it is offering up good results, you don’t need me. So here are a few tips to consider if you find yourself in need of a construction marketing consultant:
Never Hire a Mechanic for Heart Surgery
You’ve probably heard similar sayings in the past, but it’s true. Hire a mechanic for mechanic work, plumber for plumbing work, and so on. We can’t all be a jack of all trades or we’re truly a master of none. Be the master of your own trade and hire masters of other trades so that you have an amazing team at your disposal.
Never Take Advice from Someone Who isn’t Personally Invested
I’m sure you get tidbits of advice from nearly everyone you bump into; Joe at the grocery store may give you his opinion, and your barber has a different opinion about the same thing. They may share their ideas on marketing and advertising because they work for them. But marketing is not a one-size-fits-all business.
Hire a Web Designer with Experience
The days of waving flags, monkeys with cymbals, cute little dogs bouncing across the screen, and midi music in the background are long gone. We don’t use tables or frames in web design anymore, and haven’t for years. Web design has advanced by leaps and bounds since those days. Today’s designs are sleek and professional, and they fit mobile devices perfectly. If your site
Hire an Amazing Writer for Content
Your website’s content is just as important as the design. Yes, the site has to look good to attract a large audience, but the content is what will make them stay and choose you. Your content has to shine and be attractive, from the pictures you share to the words displayed on the page. Each piece of the content must be optimized for search engines yet easy to read, informative, and engaging.
Hire a Website Host with a Good Track Record
This is the part that confuses some people. You can’t always trust just any random hosting company to always be in business or to always offer decent uptime for your site. Uptime is basically what it sounds like – the amount of time your host guarantees that your website will be up and available. Bigger companies generally offer 99.9% uptime, meaning their computers that host websites are up and running 24/7 unless there’s an emergency.
Hire a Marketing Expert for Online Marketing
You should take a different approach in marketing your business offline vs. marketing it online. You can print flyers, hand out business cards, buy a spot on the radio, and invest in decals and other marketing materials with offline marketing.
Online marketing requires you to have an understanding of your target audience’s internet habits. This takes time and research. You have to know what words they’re typing into the search engine to find a remodeling contractor or home builder local to them. And that’s just the beginning – then you have to know how to implement those words properly into your website.
Plan Your Marketing Campaigns to Match Your Business Goals
We all have objectives and goals for our business. We want to see a certain amount of growth each year so that we can plan for the future. We want to see our business succeed because, in my case anyway, when my business succeeds, that means your business is succeeding as well. I want to see your business succeed – which takes us back to taking the advice of someone who is invested in your success, right?
Use Multiple Platforms for Social Marketing
Facebook is huge. We all know that. But take a look at other social platforms as well. Consider using Twitter, Instagram, Pinterest, and even SnapChat to promote your business. People love being tied to their phone and seeing pictures of beautiful or strange things. Take pictures of your finished projects and share them with the people who follow you on all forms of social media. Take pictures of your crew acting silly on their lunch break and share those as well. Take pictures of your dog or your clients’ dog walking off with a stolen sandwich from your crew… you get the idea.
Use Professional Ad Copy in Social Campaigns
Avoid using jargon or slang in your social marketing campaigns. Use persuasive content that engages your target market and encourages them to click the button. Make sure you’re also taking them to a page within your website that will interest them when they’ve landed.
Don’t Create Leaks in Your Sales Funnel
Since we’re on the topic of sales pages… Create a specific landing page for your ads. People who click on an ad that offers bathroom remodeling expect to see a page that talks specifically about bathroom remodeling and offers them something in return for their click.
Share Actual Pictures from Job Sites
The Internet is an incredible tool for sharing information about your construction company or your specific trade. It allows you to share your pictures with everyone in town instead of just those you see on a regular basis. Share pictures regularly so people can see that you’re busy and you’re in demand. Create business by sharing your work.
Offer Exclusive Discounts
People love to find a good deal. For example, how many times have you ordered pizza or purchased something online and scoured the internet for a discount code before pressing that pay now button? We’ve all done it. We all love a good deal. So offer your clients a 10% off coupon if they mention FB10 or something similar based on the social media platform you choose.
Offer Seasonal Discounts
A lot of homeowners think that they can only remodel during the summer months, which means a lot of construction businesses based in the north don’t work much during the winter. Offer 10% off of a wintertime remodeling project. Your client gets a great deal and you get additional winter work.
Narrow Your Target Market
Social media is a pretty incredible way to narrow your target market by age, ethnicity, location, and several other demographics. Facebook, for example, allows you to be very specific with each ad you place. You can target your marketing for male or female, single or married, specific age groups, parents, and much more.
Monitor All of Your Marketing Campaigns
Make a spreadsheet so you can more effectively monitor all of your social media marketing efforts. Use the data they provide from week to week to see where you can improve your marketing campaigns.
Optimize Your Marketing Based on Results from Monitoring
Your marketing campaigns will differ from everyone else’s, so your data is very important. Pay close attention to increases and decreases in views and sales so that you can optimize each campaign and make each one better as time passes.
Bonus Tip: Use Your Time Wisely
I know what my time is worth. I know what I’m making every hour that I work, so that tells me how much money I am making per hour, but I also have a family. Time with my family is absolutely priceless. I know what my time is worth in regards to both, so I know how much I’m willing to put into various aspects of my business. I’m not going to spend my time doing things that I can more effectively outsource and spend more time doing things that I am good at. Spending my time more wisely and working smarter, not harder or putting in more hours, allows me to have the best of both worlds.