Marketing Your Contracting Business in a Digital World

Marketing can be an intimidating term for contractors, and digital marketing can be downright frightening! But we live in a digital world, so it is important. If you start by addressing the following three elements, you’ll likely find it’s a lot easier than you thought.

Website

Having a website is a must—yellow pages and local media advertising are methods of the past. If somebody is looking for a contractor, the first place they look is usually the internet. To even have an opportunity to show up in their search, you’ll need a website. You can find website templates for free and build the website yourself, utilize a website creation service to build your site, or pay for a unique, custom-designed page for your business.

While design and user experience is important, having the right content is even more crucial. Content is what will drive users to your site; it’s also how search engines evaluate and rank your site based on keywords a potential customer is using. To utilize inbound traffic from search engines, make sure your website includes ample information about your company. Proudly communicate how long you have been in business, your experience and qualifications, any designations you hold, and some of your past projects. It is important to provide a detailed explanation of your services. Search engines pick up on keywords, and having the right keywords is a surefire way to show up in search results. Also, be sure to include the address of your business, as that will help with local search results. Share testimonials from past clients to give new customers a sense of how you operate. Humanizing your business in this way promotes a more personal connection with potential clients.

Social Media

How can the communication channel of pre-teens countrywide be intimidating? It isn’t. If you’re not already utilizing social media for your construction business, try starting with Facebook. While it may be one of the oldest social media channels, Facebook is still very relevant. If you’re already on Facebook, consider expanding into Twitter or Instagram. Twitter can spread your message in another medium, while Instagram provides a more visual way to tell your story and showcase your business.

Not unlike your website, content is key. It's important to not just replicate your website on Facebook. These two avenues serve different purposes. A Facebook page should contain an “About” section that gives an overview of your company and services, but for the details, provide a link to your website. Your Facebook page should be fun and interesting, and it should show the more personal side of your business. Place the focus on your customers and employees. With their permission, post their milestones and accomplishments. Share stories about them. Post photos of them at work or doing something for the community. Encourage your employees to interact with the page by liking posts, sharing stories, and adding content.

Email

The third focus of your digital marketing plan should be email marketing. Email is an excellent tool for maintaining existing relationships and gaining the business of potential clients. Periodic contact via email will help keep your company relevant in the minds of customers. The emails can include updates about what your company has been doing, with a focus on employees, awards, recognition, and community involvement. The goal is that customers think of your company when they consider another project or are asked for recommendations, but keep in mind that email is a tool to be used with care. Sending emails too frequently can seem like a nuisance and turn off customers—as will anything too sales oriented. You also need to be sure your email campaign follows all applicable laws, including providing an easy opt-out option.

Of course, you can take a digital marketing program much further than this, but if you are just getting started, these three basic components should go a long way toward keeping your business relevant. Are there other ways you are marketing your business in the digital world? Let us know in the comments!