Marketing for Contractors.
Marketing your contracting company is important because it helps to establish your brand and help reach potential clients. A strong marketing strategy can help to differentiate your company from local and regional competitors and demonstrate your expertise and capabilities to potential clients. Additionally, it can help to generate leads and increase visibility for your business, which can lead to more business and growth.
Here are some simple strategies that will strengthen your company’s image:
Networking: Attend industry events and conferences, join professional organizations, and connect with other professionals in the industry. Face to face is still the best way to connect with people and organizations.
Build a strong online presence: Your company's website should be professional and easy to navigate, with a portfolio of your work prominently displayed. Make sure your company is listed on relevant online directories and has active social media accounts.
Keep your portfolio updated regularly: This should be a combination of your best work and the most recent ones. I talk more about the importance of your portfolio in this blog post about professional photography.
Build relationships with architects and designers: These professionals can refer business to you, so it's important to establish a good working relationship with them.
Leverage word-of-mouth marketing: Encourage satisfied clients to leave reviews and provide testimonials. These can be featured on your website and other social media accounts.
Create marketing materials: Create brochures, flyers, and other materials that showcase your work and highlight your company’s unique selling points. This is easier if you’ve gone through the steps to brand your contracting company. I talk more about branding for contractors in this blog post.
Specialization: Develop a niche or area of expertise within the industry, it will make it easier to target specific clients who are looking for that specific skill. Sustainability is the future of building, make sure your clients know that you are up to date on industry techniques and technologies.
Remember that building a successful marketing strategy takes time and effort, so it is important to be consistent and patient. Also always be open to feedback and willing to adapt your strategies as needed.
Relationship building is the name of the game in a service based industry. Who you know, and who they know will take your business further than you can imagine. Below are several ways to encourage past clients to refer your contracting company:
Ask for referrals directly: At the end of a project, ask your satisfied clients if they know of anyone who may be in need of your services.
Showcase your client's project: Share your client's project on your website and social media platforms. This not only showcases your work but also creates a sense of pride for your client's, leading them to refer you to others who are looking for similar services.
Provide excellent service: Make sure your clients are happy with the service and work you provided. They are more likely to refer you to others if they were pleased with their experience working with your team.
Keep in touch: Stay in touch with your past clients through email newsletters, social media, and other means. This helps to keep your business top of mind and makes it more likely that they will refer you when the opportunity arises.
Incentivize referrals: Offer a referral bonus or discount to clients who refer new business to your company.
Provide a referral card: Give your clients a referral card that they can give to their friends, family, and colleagues. This makes it easy for them to refer others to your firm.
By following these steps, you will be able to increase the number of referrals you receive from past clients. We try to think of marketing not as a dirty word, but as an extension of what we already do on a day to day basis.
If you need help developing a customized marketing strategy, or looking for a partner to help you follow through with campaigns, please reach out to us at info@builtfair.com.