The core of any construction business’s existence boils down to one fundamental factor: income.
This income, in turn, hinges on the effectiveness of your sales strategies and the proven marketing techniques you employ.
In this guide, we’ll delve into 20 battle-tested methods to promote your construction company successfully, paving the way for greater success in the industry.
How to make a perfect ad for your construction business?
Step 1: Define Your Ideal Client
To begin, it’s crucial to understand who your target audience is and how to create a message that resonates with them. This process can be broken down into three key steps:
1.1 Identify Your Niche: Determine your area of expertise. Are you a solo general contractor, or do you belong to a larger construction company? Do you primarily handle residential or commercial projects?
1.2 Envision Your Dream Client: Imagine your perfect client. How old are they? What’s the size of their company? Get as specific as possible because this dream client represents your target audience—a group of individuals just like them.
Step 2: Craft a Tailored Message
Now that you’ve defined your target audience, it’s time to create a message that speaks directly to their needs and preferences:
2.1 Understand Their Desires: What are the desires of your dream client? What information are they eager to hear? What daily challenges do they grapple with? Once you have answers to these questions and others like them, you’ll have the essential elements needed to craft your message.
2.2 Your Message Defines Your Brand: Crafting a message isn’t limited to what you put in a promotional flyer; it shapes your entire brand. Here’s an illustrative example: Imagine you’re a general contractor aspiring to tackle major commercial projects within the city. After conversing with local developers, you discover that one of their most significant pain points is the lack of budgetary estimates without final drawings. Armed with this knowledge, you launch targeted Facebook ads aimed at developers and professionals in real estate development. Your pitch centers on your ability to provide accurate project estimates without final drawings. This is a message tailored specifically for your target audience.
Step 3: Ensure Your Message Gets Through
Once you’ve crafted your message, the next crucial step is to ensure that your target audience actually receives it. To achieve this, you must first identify where their attention lies:
3.1 Locate Their Attention: Most contractors periodically check their phones while on the job, with a particular focus on email and Facebook. Consequently, if your goal is to reach contractors, it makes perfect sense to concentrate your marketing efforts on these platforms.
By following these steps, you’ll be well on your way to effectively connecting with and engaging your target audience in the construction industry.
Build a Content Creation Team
Let’s talk about building a content creation team for your construction business. In today’s fast-paced business landscape, success often hinges on your ability to capture and maintain people’s attention through content.
As a construction company, it’s crucial to create and share content to grab the spotlight. In simple terms, you need to consistently produce and publish content online to establish a reputation as the go-to contractor.
Unless you’re well-versed in content creation, it’s a smart move to assemble a team or outsource this task. If you’re considering an in-house team, here are the four key roles you should consider:
- Editorial Manager (Written Word Person): This role is responsible for overseeing written content. They ensure your written materials are engaging, error-free, and aligned with your brand’s voice and goals.
- Data Analyst/Strategist (Math Person): A data analyst/strategist uses analytics to understand what works and what doesn’t in your content strategy. They help shape your content based on data-driven insights to maximize its impact.
- Video Content Creator (Video Person): Videos are a powerful content format. Having someone dedicated to creating compelling video content can significantly enhance your online presence and engagement.
- Designer (Art Person): Visual appeal matters. A designer can craft eye-catching graphics and visuals that complement your content and make it more appealing to your audience.
It’s worth noting that these roles don’t necessarily require four separate individuals. You could have one person who can handle multiple roles or two people, each taking on two roles, as long as all four aspects are covered effectively.
If the concepts mentioned above seem unfamiliar or overwhelming, it might be a good indicator that you should consider hiring a marketing agency. They can provide the expertise and support needed to navigate the world of content creation successfully. For guidance on how to choose the right agency, you can refer to point #12 in this article about social media for home builders.
By building a dedicated content creation team or enlisting professional help, you can position your construction business to thrive in the digital age and capture the attention of your target audience.
Use Facebook to advertise your business
Let’s dive into posting content on Facebook, a crucial step in your marketing strategy. Now that you have your team, agency, or yourself all set to create content, it’s time to make a strong presence on the platforms where your potential clients spend their time.
Here’s why Facebook is an essential platform for your construction business: According to the Pew Research Center, a whopping 69% of U.S. adults use Facebook. Among them are contractors and homeowners who could become valuable clients. So, it’s a logical move to focus your marketing efforts on this platform.
To keep your content strategy organized and consistent, start by creating a list of different content types you want to post. This list will serve as your guide, ensuring you maintain a solid and predictable brand that your audience can rely on. This planning is often referred to as a content type planner.
Let’s take a construction company as an example and outline a content type planner:
- Educational Videos: Share videos providing valuable advice to fellow contractors or homeowners, showcasing your expertise.
- Inspiring Quotes: Extract meaningful quotes from your videos to engage and motivate your audience.
- Showcase Your Work: Display examples of completed projects to highlight your skills and craftsmanship.
- Project Progress Videos: Capture and share videos of ongoing projects to give followers a glimpse into your work process.
Remember, your content type planner is a personal choice and can be tailored to your business’s unique identity and goals. However, the template above should give you a head start in brainstorming what to post on Facebook.
By posting strategically on Facebook, you can tap into a vast pool of potential clients, maintain a consistent brand image, and keep your audience engaged with valuable content. This will help your construction business thrive on this influential platform.
Post Content on Instagram
Now, let’s talk about posting content on Instagram. Just like the content type planner we discussed earlier, you’ll want to create something similar, if not identical, for your Instagram strategy.
Once you have a detailed planner outlining the various types of content you plan to share, it’s time to put your plan into action and share your content with the world.
Here’s a reminder: If you find yourself struggling with managing social media effectively, don’t hesitate to consider two options. You can either assemble a dedicated team for social media or outsource your social media management to a specialized agency. While it might involve some investment, the brand image you’ll build and the benefits it will bring to your business will make it all worthwhile.
Instagram is a vibrant platform where visuals and engagement go hand in hand. By executing your content strategy effectively, you can create a compelling brand presence that resonates with your audience and drives success for your construction business.
Post Content on Linkedin
Now, let’s delve into posting content on LinkedIn, especially if you’re a commercial contractor. LinkedIn should be a top priority platform for you. Why? Because it offers excellent organic reach, meaning that if you consistently post content, there’s a high probability that a lot of people will see it.
We understand that social media can be intimidating, especially if you’re new to using it for your business. You might be unsure about how to integrate yourself into the community or where to even start. Our advice: Just begin.
Start by making a list of post ideas and dive right into posting. As you gain more experience, it will become more natural and intuitive. If you find that you don’t have the time or expertise to handle content creation, don’t hesitate to hire professionals to do it for you. Investing in your brand now can yield long-term benefits that will continue to pay off for years to come.
LinkedIn is a powerful platform for building your professional reputation and connecting with potential clients and partners in the commercial construction industry. Don’t miss out on the opportunities it offers by hesitating to get started with your content strategy.
Attract Leads with a Lead Magnet
Let’s talk about an effective strategy to attract leads for your construction business: the Lead Magnet. This can be a game-changer, especially if your focus is primarily on residential projects.
So, what exactly is a lead magnet? It’s a valuable free offer that you provide to potential clients in exchange for their contact information. The idea is to eventually convert these leads into clients.
Let’s illustrate this with an example: Imagine you’re a painting contractor specializing in residential remodeling. You could offer a special video training titled “How to Remodel Your Home on a Budget.” Interested individuals would be able to access this video only after providing their email address. It’s a straightforward yet highly effective way to collect valuable contact information.
Promote Content through Weekly Email
Once you’ve gathered a list of emails from your lead magnet or through a paid lead generation service, it’s time to take your branding to the next level.
Take the content you’ve been sharing on social media and promote it through your email campaigns. It can be as simple as including a link to your LinkedIn profile along with a compelling reason why people should check out your page.
The primary goal here is to consistently stay in front of your potential clients, provide real value, and establish your authority in the construction industry. This way, when the time comes for them to initiate a project, you’ll be the first contractor they think of.
Send Sales Pitches through Email
Now, let’s talk about sending sales pitches through email. Whether you’ve just collected a prospect’s email or you already have a list of emails in your database, it’s a good practice to occasionally offer your assistance.
A straightforward message like, “Hey John, do you have any projects you need help with?” can generate significant interest in your company. This genuine approach not only helps you generate projects but also builds a reputation for your business as a dependable and reliable contractor.
This solid reputation can give a significant boost to all your marketing and sales efforts, making it easier to secure new projects and grow your construction business.
Set Up Email Sequence for Potential Clients
Now, let’s talk about what happens after someone opts in for your lead magnet. The next crucial step is to establish a strategic email sequence that serves the purpose of nurturing your relationship with the client. The goal is to make them know, like, and trust you.
Let’s use the example of a home builder targeting newly married couples to illustrate what this email sequence might look like:
Email #1: In this email, you can provide a video that details what newlyweds can expect in the home buying process. This sets the stage for transparency and helps them feel more comfortable with the process.
Email #2: Share valuable insights on how to save money when buying a home. This demonstrates your expertise and commitment to helping them make informed decisions.
Email #3: Invite them to explore your social media page. This step encourages engagement and allows them to get to know your business on a more personal level.
Email #4: Now, it’s time for a sales pitch. You’ve built trust and provided value in the previous emails, so this pitch is more likely to be well-received.
Please note that this is just an example, and your specific email sequence may vary based on your target audience and business goals. The key is to gradually nurture your leads through these emails, building a strong relationship along the way.
If you need more guidance on how to maximize your earnings as a home builder, don’t hesitate to explore additional resources and strategies available to you in the industry. Building trust and providing valuable content can go a long way in growing your business and increasing your revenue.
Ask for Referrals
Here’s a straightforward tip: When you’ve successfully completed a project and are confident in the quality of your work, don’t hesitate to ask if your client knows any developers or general contractors (GCs) who have upcoming projects.
It might sound simple, but the act of asking for additional work can open doors to incredible opportunities that you might otherwise miss out on if you never brought it up.
So, after delivering a job well done, take that extra step and inquire about potential referrals or future projects. You’ll be surprised at how this simple action can lead to exciting prospects and new opportunities for your business.
Go All-in on Local SEO
Let’s dive into the world of Local SEO, but I’ll keep it simple and straightforward, just like we’re having a casual chat.
So, what is Local SEO? Well, it’s what happens when you search for something specific to your location on Google. For instance, imagine you’re searching for “local coffee shops.”
Now, picture this: When you perform that search, you see a list of coffee shops in your area, like magic. Being on that list can work wonders for your business. It means more exposure and instant credibility.
Without delving into the technical nitty-gritty, here’s the key thing to understand: To rank high on that list, Google needs to give your website a thumbs-up and consider it better than the competition.
How do you make that happen? It’s all about getting people to vouch for your website and adding links to it on their own sites. In simple terms, the website with more links pointing to it tends to rank higher on Google.
Of course, there are many other factors at play, but this is the fundamental concept. Now, here’s the good news: You don’t have to become a Local SEO expert yourself. You can easily boost your Local SEO by hiring professionals from freelance websites like Fiverr or Upwork.
Just do a quick search for “local SEO services,” and you’ll find a long list of experts ready to lend a hand at very affordable prices. It’s a practical way to improve your local online presence without breaking the bank.
Invest in Lead Generation Services
Let’s talk about a highly effective strategy to consistently generate leads for your construction business. It’s arguably one of the best ways to predictably attract new leads: Investing in specialized lead generation services.
Imagine these services as powerful tools designed to kickstart your construction business and connect you with potential clients right in your local area. Sites like Bluebook and iSqft are well-known for their ability to do just that.
Now, if you’re curious and want to dive deeper into this topic, you can explore more about the top 5 lead generation sites. These platforms can be game-changers for your business, opening up a world of opportunities to connect with potential clients and secure new projects.
So, don’t hesitate to consider these lead generation services. They can be a strategic investment that propels your construction business forward and ensures a steady flow of leads coming your way.
Call Past Clients on a Specific Schedule
Here’s a valuable tip that can truly make a difference in your construction business: Maintain a database of all the past clients you’ve ever had the pleasure of working with. Then, a few weeks or months after completing a project, send them a friendly follow-up email.
In this email, simply check in on how they’re doing and inquire if they have any upcoming projects they might be interested in collaborating on. It’s a small gesture that can yield surprising results.
You’d be amazed at how many additional projects you can secure just by reconnecting with past clients and demonstrating your genuine care for their business. This not only helps you generate more work but also strengthens your position in the industry.
By consistently following up and showing that you genuinely value your clients, you can establish yourself as the go-to contractor in your area. This is a win-win situation for both you and your clients, and it’s the real prize to aim for in the construction industry.
Build an Advertising Team
Let’s talk about the ultimate goal of marketing for your construction business: It’s about creating a strong brand presence that not only captures attention but also inspires people to seek your services.
Now, having a solid online presence is a significant part of achieving this goal, but it’s not the whole picture. It’s essential that everyone interested in engaging with your content also sees ads that draw them in and encourage them to explore your content further, ultimately leading to them hiring you for your services.
When it comes to managing these advertising efforts, you have a few options: You can build your own advertising team, handle it yourself, or opt to hire an advertising agency to do the heavy lifting for you.
If you’re considering building an advertising team, here’s who you should consider having:
- Online Campaign Manager: This person takes charge of managing paid advertising campaigns. They handle the backend of social media advertising and also take care of copywriting and video scripts for your ads.
- Creative Director: The creative director is responsible for the design of your advertisements or videos and plays a pivotal role in defining the overall direction of your company’s brand.
Now, if you’re looking to supercharge your marketing efforts and scale rapidly, it might be a great idea to assemble both advertising and content creation teams. However, it’s worth considering the option of hiring an agency. This way, you can lighten your workload and reduce overhead costs.
Each approach has its pros and cons, and the decision ultimately rests with you. What’s most important is finding the strategy that best suits your business and helps you achieve your marketing goals effectively.
Run Advertising on Facebook (Residential)
If your contracting business primarily focuses on residential projects, it’s time to take action. Reach out to your advertising team or the marketing agency you’ve hired and set up a strategic advertising campaign on Facebook. As you work through this process, you’ll likely find that building a sales funnel is crucial.
Now, what exactly is a sales funnel? Think of it as a sequence of ads carefully designed to lead your potential clients towards a specific action.
Here’s a tip: While many businesses run complex and lengthy funnels, for residential contractors, simplicity is often key. Consider implementing a straightforward two-step sequence of ads:
Step 1: The first ad serves as an introduction and offers a lead magnet, something valuable, in exchange for your potential client’s contact information.
Step 2: The second ad is a follow-up with a compelling sales pitch, targeting everyone who has shown interest in your services.
To maintain your presence and engagement, don’t forget to complement these ads with regular quality emails. Send them out once a week to ensure that you remain top-of-mind with potential clients.
This strategic approach will help you consistently connect with your audience, nurture leads, and ultimately win more residential projects. It’s all about keeping your business in the spotlight and guiding potential clients towards choosing your services.
Run Advertising on LinkedIn (Commercial)
Now, let’s delve into marketing in the commercial sector, where your audience includes other contractors, developers, and architects. When it comes to social media platforms that can significantly boost your business, there’s one standout: LinkedIn.
LinkedIn is your go-to platform for continuous networking with fellow construction professionals and sharing valuable content to establish yourself as an authority and make your company shine. We actually discussed this in detail in point #5 on this list.
But here’s the pro tip: If you’re aiming for even greater exposure, consider taking your best content and transforming it into an ad that targets everyone in the construction industry within your area. The objective is to have a strong presence on the platform and then select specific posts to promote as an invitation for others to explore the rest of your content.
Now, let’s talk strategy. The key approach here is “value-in-advance.” In the context of LinkedIn, this means offering top-notch advice and building a stellar reputation around it.
Here’s a truth that many smaller contractors might overlook: Simply having a robust social media presence can significantly increase your chances of winning bids. It not only enhances your company’s professional image but also lends an air of legitimacy to your business.
So, don’t underestimate the power of LinkedIn in the commercial sector. By consistently providing valuable content and networking with industry peers, you can position your company as a professional and trustworthy player, ultimately attracting more opportunities and winning bids.
Create an Authoritative Website
Let’s talk about something that often doesn’t get the attention it deserves when it comes to running a business—a well-designed website. In today’s digital age, your website is one of the fundamental pillars of your marketing strategy.
Don’t underestimate the power of a professional and polished website. It’s not something to skimp on. Consider investing in talented web designers to create a website that truly represents your business. This isn’t just about aesthetics; it’s about appearing legitimate and professional in the eyes of your potential clients.
Here’s the exciting part: A great website, combined with effective local SEO (as discussed in tip #13), can be a potent recipe for attracting a significant amount of business. Your website is your online storefront, and it can make a substantial difference in how clients perceive and engage with your construction business. So, don’t underestimate the value of a well-designed website—it’s an investment that can yield substantial returns.
Build an Audience on Social Media
Let’s talk about a crucial but often overlooked aspect of your construction business’s online presence. While you might be following the methods outlined in this article and gearing up to post content, there’s a vital factor that shouldn’t be underestimated: your audience.
Here’s the deal: Posting content is great, but without an engaged audience, your efforts might not yield the results you desire.
If you’re on LinkedIn (and you definitely should be), I recommend diving into some serious networking. Here’s a simple step-by-step guide:
- Go to LinkedIn and locate the search bar at the top of the screen.
- Click on “People,” and then select “All Filters.”
If you’re using a computer, you’ll see this screen:
If you’re on your phone, it’ll look like this:
Now, customize your search to display people in your area and those in the construction industry, or any other preferences you have.
Next, it’s time to scroll through the list of profiles and connect with individuals you envision collaborating with in the future.
But here’s a crucial tip: Be mindful not to send connection requests too rapidly. LinkedIn may penalize you if you connect with too many people without “warming up” your account. A good starting point is connecting with around 25-30 people a day.
Similar strategies can be applied on Instagram and Facebook as well. The ultimate goal here is to build a genuine and positive network of individuals who will actively engage with your content. Remember, your audience is a key ingredient in the recipe for online success.
Conclusion
Now, let’s wrap up by summarizing this modern approach to marketing your construction business. While there are numerous methods and strategies out there, these highlighted ones are the true gems, tried and tested, capable of transforming a one-person operation into a thriving company requiring an entire office floor to accommodate all your employees.
I trust you’ve found valuable insights in this article. I’d love to hear from you, so please feel free to drop a comment below and share your most significant takeaway.
And always remember, I AM Builders is here to support you in estimating your projects at lightning speed, freeing up more of your time to focus on selling jobs rather than being stuck in the office measuring takeoffs. Explore our services page to discover all the ways we can assist you and your business. Your success is our priority.
