Are you looking to expand your marketing efforts for your construction contracting business? Or have you simply run out of construction marketing ideas? Spreading the word about your contracting company is key to getting more work. If a potential client doesn’t know you exist, they can’t hire you.
Here are some construction marketing ideas specifically for contractors:
If you don’t already have a digital footprint, the first thing you need to do is set up a company website. It doesn’t have to be expensive or time-consuming to create a website for online marketing. There are many services that will allow you to create a site quickly and easily, or you can hire someone to help you with it.
The key information to include on your website is your company name and the type of work you do, your contact information, projects you’ve completed, testimonials from satisfied customers, and a blog, if you have one (see #6 below). A website will allow the right potential or existing customers to find you. It will also allow them to see what type of work you do. For example construction bidding websites offer very different services than other construction businesses and that’s communicated on their websites. The information on your website is the best way to explain your unique offerings to a potential customer. Lastly, it gives them the ability to contact you if they’re interested in your work or service.
2. Social media
The best way to spread the word about your company and find customers through word-of-mouth is to have a social media marketing effort and social media presence. You don’t have to be on all the platforms, and you don’t have to post every day. But you should concentrate on the platforms where your customers hang out and post on a regular schedule to keep them informed.
Start with one or two of the social media platforms and build up from there. Residential contractors can focus on Facebook. Commercial contractors should focus on LinkedIn. Twitter and Instagram are good for both types of customers. Set up a profile for your business, and then start posting at least twice a week. If you’re looking for a marketing idea to help your social media marketing, read on. If you’re looking for general contractor software for free, request a demo from PlanHub.
It may be a cliché, but it’s true: a picture is worth a thousand words. Nothing showcases your work to a potential client like photographs. Before and after photos can tell a complete construction project story in just two shots. If you want to highlight your craftsmanship, take photos of details and finishes you’re proud of. If you overcame a challenge on a job site, take a photo and tell the story.
Photos can be used throughout your online marketing campaign, whether it’s online or in a brochure. Post photos on your website to highlight your projects and your work and share them via social media.
These days in the construction industry, everyone carries a camera with them on the job site, so creating contractor marketing videos is easier than ever. They don’t need to be professionally produced or edited. And your videos don’t have to be long; 2 to 3 minutes is often long enough to tell the story.
Short video ideas:
-demolition work (people love to watch things get destroyed)
-quick tour of a job site
-interview your customer
-grand opening ceremony
-highlight community events that you’re participating in
For longer videos:
-job site tour
-longer interview with your customer
-highlight your mission statement and company values
-talk about what it’s like to work with your company
Videos can be distributed through many channels, including your website and social media platforms. Videos do particularly well on Facebook, LinkedIn, and Instagram. Longer videos should be hosted on your website or on a YouTube channel.
5. Case study or project highlight
Case studies are a great way to highlight specific projects that you’ve worked on in the construction industry. They generally involve telling the story of a project from beginning to end. The study can highlight the challenges that were overcome on the project, the quality of the craftsmanship, and the owner’s reaction to the process. Case studies often include photos of the completed project, project owner quotes, questions a builder should ask a client, and a listing of the contractors and designers that worked on the project. They can be used to show the variety of work that you perform and the quality of your customer experience.
Case studies can be included on your website as articles or web pages. You can also share them on social media. If your area has design or construction contests, they can be used to enter into these contests, as well.
6. Blog articles
The purpose of a blog article is to provide your customers or a specific target audience with information about what you do. Your articles should educate a potential or existing customer on what it’s like to work with you and the benefits of working with your team. You can write about different types of construction contracts and projects, the design process, thought leadership, and industry trends. The goal is not to be “salesy.”
Blog articles are usually posted on your website and can be shared on a social media platform. You’ll also want to target specific search terms that a potential customer may use when looking for your service. The process of defining these search terms and including them in your articles is called search engine optimization or SEO. By researching the terms that users search for, you can tailor your content to meet the target audience and their needs.
7. Press releases
Press releases are a great way to share news that’s related to your company. The news may be related to a new line of work, a new hire, or a change in the type of work you perform. Press releases are written like news stories with most of the information at the beginning. They also provide background about your company in case someone wants more information.
Press releases are often sent to industry news websites and local press locations, such as newspapers and magazines. You can also put them on your website and share them via social media.