When you own a business you have to be able to toot your own horn. In today’s hypercompetitive marketplace this is more imperative than ever but there’s so much marketing advice out there that it can be hard to decide what to do. And it can be easy to put customer acquisition on the back burner when you have several projects already on the books. 
Never stop letting people know you are around and want their business. Those projects may fall through or once they are completed you’ll find yourself at square one trying to build brand awareness again. Here are some simple marketing techniques that you can do anytime and all the time.
1) Seek Accreditations
In the ratings driven world of Angie’s List and social media your company needs a way to provide an instant sense of authority and accomplishment. Obtaining accreditations from industry associations and accreditation services can provide caché through badges and certificates you can use on your website, business cards and email. Include them if you have your vehicles wrapped or on magnetic signage.
The Accredited Quality Contractor (AQC) is one such designation to pursue. According to the AQC website:
“[This] is a program which publicly recognizes and honors those construction firms which have documented their commitment in five key areas of corporate responsibility: Quality, Safety, Employee Benefits, Training, and Community Relations.”
An accreditation badge can show customers that you are an accomplished construction company that enjoys the respect of its peers. Training badges received for continuing education are also helpful for demonstrating you have a commitment to keeping up with technology and best practices. Each time your crew attends a CE event make sure to update your website with the latest training badges.
You can also use badges from local colleges to show you have an educated workforce who has been proactive in learning their craft.
Ratings are given by customers after the work is done. Don’t hesitate to ask for a rating on the service or social media of your customer’s choice. By asking for the rating you demonstrate confidence in a job well done and create a way to obtain feedback that is more objective and honest that you may receive face to face.
When you receive great ratings, place those on your website as well and use them in your marketing. If you receive compliments on social media, you can add them to your testimonials.
And remember, Angie’s List works both ways; you can use the site to promote your business and build your reputation as a business owner. Account creation is free.
2) Research Trends and Customer Locations
Like every industry, construction has its trends. If you are a homebuilder you recognize this through the requests for customized floor plans and upgrades. Ten years ago building a computer network into a home was unheard of, now it’s almost expected. Larger closets and professional grade kitchens, more electrical outlets and large windows have all become popular in homes recently built.
Commercial buildings also go through trends, most recently the trend to be “green.” Make yourself aware of the needs of a green building and use it in content on your site, as the basis for talks to professional associations, and advertising. If you specialize in certain projects such as hospitals, find resources to help you see what direction these projects are taking so you can assure any prospective client that you know what they need and can give it to them.
You also need to learn where your customers spend their time online and what geographic locations they are coming from. Targeting your marketing to these social networks and locations is a more cost effective way of building awareness of your company than simply mailing thousands of postcards to a general mailing list or engaging on a network with people who aren’t interested in hiring a construction company.
3) Request Referrals
When you complete a project make a point of asking for referrals. Make it easy for your customers to spread your brand through word of mouth by providing business cards, requesting permission to email your customers interesting updates and asking to use their names in your marketing materials. Ask if it is OK to pass their contact information along to prospects for future work.
If it seems appropriate you can reward referrals with gift cards, discounts or promotional opportunities. General gift cards such as Visa are good because they can be used anywhere. If you expect further work from this customer, offer a discount on labor in exchange for a referral. But be careful, in some instances learning that someone benefitted in return for a good word can create a negative vibe.
Word of mouth is golden. This is why rating sites are so popular. Everyone wants to know the experience others have had with products and services, particularly ones that are high in cost. Again, make it easy for your customers to help you. Do as much of the legwork as possible so all they have to do is click a link or check a box. Send them an email later to request feedback and permission to publish it.
The economy has been hard on construction the past few years but things seem to be picking up. You need to find ways to let potential clients know how you stack up against your competition and what others think of your work.
None of these methods is difficult, expensive, or time-consuming. They do require you put yourself out there to be rated, accredited and deserving of referral. It may not be the comfortable thing to do but it will be the best thing to do for your company.
*Photo courtesy of freedigitalphotos.net
