Attracting new clients is essential for any business. In the past, building companies could rely entirely on word of mouth, but today, it is important to advertise. Establishing your name in the local area leads to more customers, so a marketing strategy is crucial. Here are seven practical ideas for marketing your construction business.
7 Marketing Tips for Construction Companies
1. Get on the Map
Make sure that your business is visible on Google Maps. It’s a simple way to get your name noticed when potential customers search online for builders in the local area. Start by creating your business profile on Google My Business with details such as your address and phone number so people can contact you.
Your business will appear on the Map with a pin on your registered address. Another advantage of having a Google presence is that customers can leave reviews others can see. Encouraging your clients to share good experiences will strengthen your brand and attract further work.
2. Create a Modern Website
Construction companies don’t always have a website, and this is possible because customers can’t buy their services online. But it is important to have an online presence as most people use the internet to search for services when they need them. The website doesn’t need to be complicated; all that is required is a professional-looking site with good SEO content.
With text explaining what your company does and how to contact you, potential customers feel more confident in your services. In addition, a website is an ideal space to showcase completed work with photographs of recent projects.
3. Reward Referrals
Use your existing customers to promote your business by offering incentives for referrals. For example, let clients know they can earn gift cards if they recommend you to their friends and family. This is a relatively cheap way to get new leads. Ensure your customers know your referral scheme by advertising it on your website or at the bottom of the invoices.
4. Enquiries Through Content Marketing
A subtle way of gaining trust in your company is by creating helpful content. This could be a ‘How to Guide ‘in the form of a blog or video, for example. Content marketing attracts people looking for answers. An example would be an article about ‘Planning Permission for Loft Conversions in Canterbury.’ If your website has the answer, you will attract people searching for loft conversions in your area.
5. Sponsor your Community
Getting involved with the local community promotes your company name. There are many ways to do this, and it doesn’t have to cost the earth. Your company could sponsor a sports team and, in return, have your name printed on the kit or club bus. Another idea is to tidy up the flower beds in the town center and get your company mentioned in the local paper.
Alternatively, you can offer your help when there’s a parade or other annual event. Keep your eye out for the ideal opportunity in your area, and choose something you will enjoy doing while giving back to the community.
6. Facebook Campaigns
Facebook is a powerful way to advertise your services. To succeed, it’s important to be engaging without a hard sell. Try sharing great photos of work you have completed. You could upload team photos or share achievements such as qualifications gained.
Another idea is to take snaps of your van displaying the company logo. Then, use Facebook’s Ad Manager to target your posts for your services’ right audience. You can also set limits on your advertising expenditure to keep within your marketing budget.
7. Join Forces with Other Companies
Contact other construction companies in your area and ask for referrals to keep the work coming in. Ask them to refer you when they have too much work and cannot take on more customers. They could also recommend you for large projects that require multiple teams.
While it’s not always easy to fit marketing into a busy working week, doing some advertising is essential. Many of these ideas only take a few minutes a week, such as small social media posts. These ideas will help grow and develop your company and attract a steady flow of new work over the coming years.
Diarmuid Hennessy is the Operations Manager at HomeCheck, a house survey business helping homeowners all over Ireland.