By Patrick Hogan, handle.com
Clients are the lifeblood of any business and the construction industry is no different. But with the way the payment system works in the industry, especially the long period between billing and collection, having a steady income from regular clients and expanding your client base makes a huge difference. So how do you get the best clients? Here are some strategies that you can employ to attract a steady stream of customers to your construction business.
1. Don’t wait for referrals. Ask for them.
Word of mouth is a powerful thing in the construction industry and referrals are one of the best ways to get new clients. You are missing out on a lot of opportunities to get new clients If you don’t have an effective referral system in place. One good recommendation from a trusted client can be more powerful than an expensive marketing campaign.
However, getting referrals is a tricky process. Most of the time, contractors just wait for referrals thinking that since they did a good job with the project, the satisfied client will put in a good word for them. But this is far from reality. Most clients are busy people and they might not go out of their way to recommend you. So what should you do?
The best way to get quality referrals is to ask your clients directly, but you need to be strategic in how you approach them. First, approach clients you are sure are happy with the job. Even if you exert a little more effort in ensuring their satisfaction, the extra work is worth a good referral.
Next, reach out with a simple message asking about their feedback on the project and add, “Do you know anyone who could benefit from our services?” Remember that most people like to help other people. Asking them directly will help them remember specific individuals who may need your services and connect you with them.
2. Apply for business awards and accreditations.
Awards and accreditations add prestige to your company and build your brand. After all, being able to call your service “award-winning” will appeal to a lot of potential clients.
Before you get to awards, however, it is best if you focus on accreditations to build your credentials. Depending on your specific field, you may find associations that provide certifications to your business. You can feature these accreditations on your website and social media profiles, and even send out press releases to let people know your business has recently been accredited.
For the awards, you will need to take time planning your application. Start small and go for local awards in your area. Think about which award you want to target and the type of construction project that is likely to win. When you find the job that you are looking for, make sure that you will be able to deliver before the deadline.
3. Optimize your online presence.
One channel you should not neglect is your online presence, especially your website and social media accounts. More often than not, people go online to search for a lot of things and that includes prospective clients looking for construction services. To tap this potential, your business needs to be at the top of the first page of the search results and you can do that with a process called search engine optimization.
The way search engines like Google works is by pairing each user’s search input with what they think is helpful and relevant. The whole search engine optimization process starts by finding the right keywords that your target audience looks for. This is where online tools like Google’s own Keyword Planner can help you. Make a list of your services and search for relevant keywords using the tool. You can uncover keywords and phrases that people search online to look for the specific services they need.
After getting the right keywords and phrases, you can begin creating website content that addresses them. Creating fresh content on your website will signal search engines that your site is active and updated. If the content that you publish is unique and compelling, it can establish you as an authority in your field.
One thing to note about keywords is that you get better results when you narrow your choices down to specific keywords, such as adding location keywords. For example, if you are providing plumbing services in Los Angeles, you can target “plumber los angeles” instead of simply “plumbing” or “plumber”. By including the location, you are targeting users in your area who are more likely to become clients.
4. Create blog content for your ideal audience.
As previously mentioned, the way you can optimize your online presence is by targeting the keywords that your target audience searches for and creating content for them. If your website has no blog yet, then consider adding one that will serve as a platform for your content.
One of the most effective ways to use your business blog is by creating content that your ideal clients would want to read. For example, if you are a guttering contractor, you can share tips on how to maintain gutters during the rainy season or which type of gutter to use based on the area. Not only will this type of content keep users on your site, but it is also a chance for you to show knowledge of your field.
5. Sponsor local programs and events.
Creating a targeted marketing campaign is harder offline compared to online. You can spend a lot of dollars on mass-market advertising without getting good results. With sponsorship, however, you can reach specifically targeted niche markets without any wasted expenses.
Sponsoring local programs and events provide several benefits to your business. It brings awareness to your brand directly to an interested audience. If you sponsor events that appeal to your target market, not only will you be able to reach potential clients but also create new relationships with potential business partners. Events are great places to meet non-competing businesses who also target the same audience as yours. So, if you are also in the market for new partnerships or supplier relationships, find out which businesses are participating and prepare your pitch.
Sponsorship is also another opportunity for you to show your expertise and deepen your knowledge of the field. In trade shows and conferences, there are educational sessions where you can participate either as a facilitator or an audience member and engage in thoughtful conversations with other industry leaders.
These are just five of the many strategies that you can employ to land more construction clients. Put your business in a better position by leveraging referral marketing, improving your online presence through search engine optimization and blog content, and building your brand through sponsorships and awards. Getting new clients is a huge undertaking, but as long as you know where to look and how clients look for your services, this process becomes easier.
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About the Author:
Patrick Hogan is the CEO of Handle, where they build software that helps contractors and material suppliers with lien management and payment compliance. The biggest names in construction use Handle on a daily basis to save time and money while improving efficiency.
