Competition within the construction industry has never been stronger. There are countless companies, in both the job and service sector in competition with each other for more customers. In order for your business to stand out, you may want to make a few adjustments to your current marketing plan. Taking a hard look at what you do may be difficult for many companies, especially ones that have been around for a long time. However, in order to keep revenues on the rise, adopting non-traditional construction marketing strategies may be beneficial. This article discusses a few simple marketing and sales strategies that can reach potential customers and lay down the foundation for your next marketing plan.
Identify and Target
Despite the similarities of many construction companies, various sub-sectors of the industry form smaller niche services. These range from painting, roofing, flooring and include larger scale construction corporations. Despite size, the first step in rethinking your marketing plan should be to identify your target market. If you are a smaller construction company offering home renovations, perhaps consider researching new housing developments and begin targeting content to these new homeowners. In addition, utilize prior customers to help refer your company to friends or family. This helps grow your company by simply word of mouth. Furthermore, take the time to do demographic or geographic research into what type of customers or areas require your services. After you identify your target market, begin targeting them in a variety of ways, whether through local newspapers, emails or other methods that have worked for you.
Make Specific Goals
Part of any marketing and sales plan includes a detailed list of attainable goals that you can see meeting in the near future. These goals differ for all companies, and can range from generating a specific number of leads per month, or a number of jobs completed. Even if you are not meeting these goals, it provides the motivation and encouragement needed to move a business forward. These goals must be made clear by sales, marketing and accounting teams and should be determined collaboratively.
Invest in a Professional and Informative Website
If used properly, websites can be a tremendous sales and marketing tool in and of itself. Not only do most customers first refer to the Internet for any information regarding construction companies, it is also many people’s first impression of a company. Investing in an informative and professional looking website has the ability of convincing potential customers to choose your company over others. Use the website to your advantage by posting customer testimonials, pictures and case studies of previous work to add legitimacy to your company. Make your website interactive with videos or demos and offer something unique like free quotes to draw in more customers. Because this is quite a large undertaking, consider hiring professionals to make sure your website is the best it can be. Most importantly, a website relaunch is a worthwhile investment for companies of all sizes, old or new.
Show Corporate Social Responsibility (CSR)
Getting involved in the community is another great addition to any marketing plan. Find ways to engage with people in the community, whether through sponsoring charity events, or donating to relevant initiatives. Associating your name with these organizations can only make a positive impact on your business. Not only will your connection to these organizations create long-lasting partnerships, you may be able to expose your business to potential customers that you may not have targeted before. For more, see how community engagement can expand your construction business.
Keep your Company Accessible and Approachable
Taking the time to be accessible and approachable may be the reason a customer chooses your company over others. Whether this is through participating in local events or having an active call center or live chat, customers appreciate quick service. Post your phone number and email addresses in as many places you can and make a concerted effort to handle all incoming questions or concerns in a timely manner. Utilize local newspapers, magazines and social media to even further personalize your company and provide multiple avenues for customers to contact you. Making your company accessible applies to construction businesses in all sectors and sizes. By making this extra effort, you are ensuring you deliver superior customer service and are relating to customers on a more personal level.