Marketing is not rocket science. It is simply “the science” of generating business. Most contracting firms can use a variety of inexpensive marketing strategies to generate a steady stream of work. Here are some easy-to-implement basic marketing ideas.
Emphasize Your Strengths
How are you different from other construction companies? Is it workmanship? Do you guarantee work quality? Do you have a sterling record for completing projects on time and on a budget? Once you identify the traits that make your business unique, you can emphasize these traits in print, online, and radio ads.
Focus on Key Prospects
Review prior jobs to identify those prospects that offer the greatest likelihood of generating work and focus on them. It’s not just owners you should be marketing to. Architects, engineering firms, surveyors, and realtors are all likely sources of work or referrals. Use direct mail or emails to let them know of any equipment updates, additional capabilities, or major projects you’ve been involved in recently.
Ask for Referrals
Ask the owners of current and past projects you’ve worked on for referrals. Referrals are the least expensive and most effective way of marketing your business, but too few contractors make the effort to ask for them.
Build Up Your Community Profile
Participating in charitable activities that add a positive association to your business’s name can be an effective way to market your company. Volunteer materials and time to help build a playground or a baseball diamond at a local school or park. Follow up by contacting media outlets in your community to update them on your community involvement. And mention your charitable work in any business profiles or brochures you create.
