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Knowing how to market your construction firm successfully is an important task for any business owner in this industry. Construction is such a diverse niche because it consists of many different businesses offering everything from roofing through to extensions and refurbishments. So, with all this in mind, how do you market your business effectively and differentiate yourself from all of the other construction firms that exist.
Before you can start to market your building services to customers you need to have a strong brand. You can build your brand in several ways. The first is to understand your audience. Knowing who your customers are and what problems they have is crucial for being able to reach the right people. Identify your selling points. What makes you different from all the other builders out there? Is it your expertise, a specific skill set that you have, a specialism or something else? All of these things are important as you start to formulate your brand. Make your brand as personable and relatable as you can and show your expertise. All of these things are essential for building a strong brand. Don’t forget about your print materials too. You will need to consider everything from your logo through to your vehicle signage, board printing to advertise your company and more.
Attending trade shows allows you and your employees to gain industry exposure and to also develop new knowledge and understanding of trends, tools and products that you can use in your business. Tradeshows can give you new ideas to grow your business, network with other contractors, build connections with manufacturers and suppliers and even secure new business.
Printing signs and placing them around your local area is also another marketing tool that you can use to bring you more business. If you prominently display them in busy areas it will increase awareness of your brand and when you use a high quality printed product it can really create a great impression of your business.
Many building firms build up a network of recommendations and where advertising supplements their referral network. Advertising shouldn’t be overwhelming. The key to good advertising is to find out the most cost effective method whether this is in a local publication, board printing and displays, online advertising or leaflet dropping. You will get to know who your customers are and the best way that you can reach them.
This one links in neatly with advertising. Don’t overlook social platforms as a powerful tool to increase awareness of your brand. A well planned social strategy can build your customer base, allow you to demonstrate your authority and showcase your work.
The local authority can be an excellent source of business for your organization. There are two main ways that they can help. Firstly, you can apply to become one of their ‘approved contractors’ which means that you will get certain types of work if you appear on their standing list. A second way is if you list yourself with council directories as a local business, so when someone in your local area is searching for a builder or construction company your name will appear in the listings.
When you start to develop a reputation for delivering exceptional quality you will get that people want to invest in or sponsor your organization. Investors can be a powerful marketing tool if it is approached in the right way.
Your customers are one of your most valuable marketing tools. They will spread the word about your business faster than any marketing strategy can. That’s why consistently delivering quality services for your clients is so important. A good way to do this is to use board printing to display your company brand outside of customer houses when you are working so people get to know your brand and become familiar with it.
Every business needs to build an online presence, and this starts with a strong website. Your website is a kind of online business card that shows people what you can do, helps you build credibility and demonstrates to customers that you can deliver. A well designed website which is visible on search engines can be one of the most effective ways to market your business. Working with a good web designer is important, someone who can understand your requirements and build a website that is designed around your business.
While paid online advertising is a good option, in competitive industries the costs can soon mount up. With Search Engine Optimisation this is an organic method where you use a combination of content and backlinks to move your website further up the search engines. It involves things such as creating high quality content and promoting it to gain backlinks from authoritative sources and optimizing each of your pages to rank for certain keywords. SEO is a complex task and one that requires the careful application of the right strategies to get your website ranking for the right keywords. It is a long process that requires constant effort and the publication of excellent content for your audience.
When someone needs some building work doing the first thing they will do after asking friends and family is to go online. They will consult a variety of sources including Google search, business directories and of course, trusted trader websites. You can use all of these facilities to market your business. Some directories are free while trader based websites often incur a fee, but they check your credentials, review your insurances and they give customers greater peace of mind, so these are always worth consideration.
Marketing your business using a combination of these strategies will all bring you quality leads and customers if they are approached in the right way. Whether you want to focus on offline advertising using board printing or online marketing, there are plenty of strategies that you can choose from.
A digital and print specialist with over decades of experience ranging from design to production, Nimesh is committed to quality and working with clients to add value to their businesses. His technical knowledge of print machinery operation is matched only by his love of the print industry.
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