By Karalynn Cromeens, Cromeens Law Firm PLLC
You’re a contractor. You don’t want to be flashy or braggy. I get it.
But marketing your business and promoting your work is crucial to your business’s success. Your clientele can’t know to come to you unless they know who you are and what you do, right?
Now, I know that a lot of us don’t come into the business of self-promotion very easily. It’s just not in our nature. I think I speak for a lot of us when I say that the idea of it sounds a little self-important. But, really, I know a lot of us are just scared to put ourselves out there. I know I was. Heck, I still am. That’s why I like to get these things down to a process so I don’t have to think too hard about it.
The truth is that promotion, whether you’re an individual contractor or a business owner, is a vulnerable thing. And that’s a scary place to be. We know what we’re good at and we’d rather stay there. But look at it this way: you’re giving potential clients a reason to trust you and believe in your services. You’re showing them that you’re qualified. It could make the difference between booking a job or getting looked over (that’s how I’ve swallowed my fears about it).
So what are you waiting for? Here’s some tips to help you start getting the word out. 1. Answer the root question: what do you want people to know about you?
I like to think of this as a formula of sorts. Generally, a company’s messaging should contain: Your service (What does your business do?) + Values (what’s important to the company) + What Makes You Unique (ex. Cromeens Law offers flat rate services other firms don’t) = Message
- Where will your messaging be?
There are plenty of ways to show that you’re an expert in your field, and you have a portfolio in your back pocket. The hard part is knowing where and how to share it.
A great place these days is social media. I know it seems scary or silly to be talking about your work on Facebook or maybe you don’t want to make an Instagram. I definitely don’t have the time to manage my business’s social media profiles. That’s where delegation comes in. It’s been a life saver and allowed me to be where I need to be.
But which platforms?
Start by figuring out where your audience is, whether that’s LinkedIn or Facebook or YouTube. Then determine the best medium to get your message across. Post pictures of home renovations on Pinterest. Post bite-sized videos detailing how to fix common homeowner issues on YouTube or Instagram. Post tips and tricks on a blog. Consider me a case study. Blogs like this have been a great funnel for me to get new clients.
If you have a website, make every element intentional and goal-oriented: Tie it back to your brand. Include articles or videos that answer a question your competitors won’t. Include a clear call to action that promotes your other channels. Make your page part of a larger community of problem-solving and a trusted source of valuable information.
- Be vulnerable.
It’s uncomfortable. It is. And it’s going to be uncomfortable for a while when you start out. I felt that discomfort when I started my podcast; I hated sharing parts of my life that I’d rather keep hidden – my failures, my obstacles – with my audience. But I decided success was more important than my discomfort.
What you do matters. And you know you’re good at what you do, right? I encourage you instead of thinking of marketing and messaging as scary drains on your time, see them for what they really are: investments in the growth of your business. You can do the best work in the world but if no one has a clue you’ll never see a dime. So take pride in your work. Let everyone know what it is you can do. Taking the time to get the word out about what you do on your terms is a surefire way to put yourself on the fast track to success.
Don’t screw yourself out of success. Get the word out. You got this.
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About the Author
With more than 18 years of experience in construction and real estate law, Karalynn Cromeens has filed more than a thousand lawsuits to foreclose or remove mechanics liens successfully. Her family also owns a material supply company, providing Karalynn first-hand knowledge of the construction industry. This personal understanding, combined with her extensive legal experience, guides The Cromeens Law Firm’s true purpose— To protect and defend all that you have worked hard for and be your partner in business. She is also a best-selling author and podcast host for Quit Getting Screwed
