As we move into 2012, we have already discussed “Presenting the Best You” and “Knowing Your Numbers.” Today we will discuss your marketing.
For success in 2012, you need a strong marketing program. Where should you start?
The simplest, most cost-effective form of marketing is your business card. Always have your business cards with you, just like the famous saying, “Never leave home without them.” Keep your cards fresh, clean, and up to date with at least four different ways for the reader to contact the company. If you have a stack of outdated cards, throw them out and get updated ones made – the investment in a business card is miniscule. The poor image you present when you hand over an old business card with the phone number corrected in pen is expensive. Make sure your business card has your email address and website.
The second most cost-effective form of marketing is a website. The world’s changed and consumers looking for construction related help are turning to the Internet to find help with their project. That means you must have a web site that has been designed and built to attract customers. Your company name should be at the top of each page with your company phone number on the top right of each and every page of your web site. Remember that the people who have the money to buy from you are generally an older crowd, so don’t use a small font size. Make your phone number at least 2/3 the size of your company name.
The site should have an “About Us” page with professionally taken pictures of you and other key members of your staff. The site should have a gallery showing good before, during and after pictures of your projects. You need all three to provide proof that you actually did the job you are showing and have not borrowed those pretty pictures from someone else’s web site. If you can include a description about the project, even better. Don’t forget a “Contact Us” page and also a “FAQ” page to answer the potential clients concerns about you before they call. They all have three fears when they come to your web site and your job is to make sure your website alleviates those three fears.
Your marketing plan should also include vehicle and job signage. You should have door hangers to put on all the homes around any job that you are working. You should have a flyer that you can hand to anyone who asks about you or your company and what you do. In short, give everyone you meet a reason to want to talk with you and learn more about what you can do to help them with their project.
Don’t cut your advertising because things are slow. When things are slow you need to increase your advertising. If the buying public slows down or delays their buying, you have to advertise more to attract the fewer people who are ready to buy.
With a bit of effort, you can easily identify two or three more places you can advertise and promote your company. It is the wise and prudent contractor who has in place at least five and preferably six places and more to sell and promote their own company and services. That information is neat, clean, continually refreshed and brought up to date.
Sign up for Michael Stone’s free monthly newsletter to get information and tips to strengthen your construction-related business. Michael is a popular industry speaker as well as an author of two books; “Markup & Profit; A Contractor’s Guide” and “Profitable Sales, A Contractor’s Guide”. You can visit his website, follow him on Twitter and like his page on Facebook for more great advice and tips.
{ 1 comment… read it below or add one }
Worthwhile information at the start of the new year! I resolve to update our website weekly to keep it fresh.