By Steve, Antill, FoundationSoftware and Payroll4Construction.com
For many businesses, marketing is too often a backburner initiative — something to prioritize later on down the road or something that’s expected to just naturally occur over time without a conscious effort. It’s understandable considering how marketing was often conducted in the past, especially in the construction industry. Beyond taking out an ad or sending out a flyer, If a business did good work or provided a worthwhile service, clients would tell their peers and neighbors, growing the new client pool organically. While this still occurs, the rise of digital marketing has changed the ways in which business gets its name out there. Without making a voluntary effort to create a digital presence, construction businesses will undoubtedly miss a significant portion of their prospective client base.
No matter the size of your business, digital marketing should be something that’s prioritized, and while this may sound complicated or costly, the truth is that boosting your online presence can be done with little to no financial investment — and best of all, only a minimal investment of time. Even if you’re not sure where to start, you can build an online presence by providing potential customers with the answers to four basic questions about your identity.
- Where are you?
One of the most important steps to take is to make sure potential customers know where you’re located. Location is a key factor for businesses — especially for service jobs. Generally, if a customer is taking to the Internet to search for a plumber or electrician, they’re trying to find one close by in order to solve a specific problem they’re having. A recent survey by Uberall even goes so far as to say that 82% of users who claimed that they use their smartphone for shopping also included “near me” in their search terms. If they don’t know that your business is nearby, these are potential jobs that you could be missing out on.
The first step to make sure customers can find you, and that you show up in crucial “near me” searches, is to have your business’s address appear on your website. Creating an “About Us” section or a “Contact Us” section of your website that states your business’s physical address will help you to establish your location. With time, search engines will eventually “crawl” your site, allowing your business, and subsequently your location, visible when potential customers perform a search.
A more specific step you can take to increase the odds of your business being found is to verify your business address through Google’s “Google My Business” feature. The process is as simple as claiming your business through Google My Business, following the necessary steps for verification, and ensuring that your address and business details are correct.
If your business has social media accounts — and it should — you can include your business address in your profile and also location tags on your posts. The basic idea is that getting as much information out into the digital realm to tell customers where you’re located ultimately makes it easier for them to find you.
- Who are you?
Generally, potential customers like to know a little bit about the companies they’re hiring for a job, so don’t be shy about telling them your story. Detail the type of work you do and the areas you service. Even if you offer general services, detail those so customers know what it is you do. Beyond your services, explain the history of your company, your company values and what makes you unique.
Pictures also help to build trust. Let your audience see who the team members are that they’ll talk to when they call. Show them who can they expect to see on the job. All of this helps to build potential clients’ comfort level with your business and establish a sense of trust with your business.
It’s also useful to showcase any awards or accolades your business has earned, as well as the certifications and professional accomplishments of your employees. Anything that helps to build your authority in your field and establish trust with your audience that you’re the right pick for the job should be highlighted.
- Why you?
Beyond who and where you are, it’s just as important to establish what sets you apart from the competition. Specific guarantees you can make or specials you offer can help potential customers to reach out. Photos of your best jobs can help set expectations and create trust in your work.
Customer testimonials and reviews are another great way to build your presence and establish your authority. According to a recent study from SearchEngineLand, 88% of customers trust an online review as much as a personal recommendation, so encourage satisfied customers to leave reviews on Google, social media or Yelp! Not only will having your business appear on these sites increase the spread of your digital presence but it also helps increase trust for potential customers who might be on the fence.
- How should customers contact you?
A surprisingly common item to overlook in your digital profile is the best way to get into contact with you. Some contractors prefer to have customers fill out a form with their information or provide an email address for inquiries. Others opt exclusively for phone calls. Whatever it is that you decide is best for your business, make sure to clearly state your contact information on your site as well as when potential customers can expect a response. If potential customers have already reached the stage where they’re willing to reach out, make sure it’s easy for them to do so or else they’ll keep looking elsewhere.
Conclusion
There is no one-size-fits-all approach to marketing, but it’s worthwhile to take incremental steps to build your digital presence. Customers are out there, and they’re looking for your business, so make sure they’re able to find it.
About the Author
Steve Antill is the CRO at Foundation Software and Payroll4Construction.com, where he leads the charge for continual revenue growth, including new entry points into market to serve contractors. He invests much of his time building partnerships and relationships across the construction industry with contractors, CPA firms, associations and technology vendors. Over 20 years, he’s led more than 1,000 software selections and implementations for contractors of numerous sizes and trades.
