Finding construction marketing ideas can be tough if you’re just starting out in the business, or if you’re transitioning out of an “old-school” contractor mentality. (trust me, my dad took a while to come around to new ideas for marketing lol)
The first of many successful construction marketing ideas that we used was first to establish who our ideal client was…
Construction Marketing Ideas: Who’s Your Target Audience?
This is one of the first questions I ask all of my consulting clients, and EVERY single time, the answer is “everyone”… Which if you don’t know, is the WRONG answer…
The moment you market to everyone, you market to no one…
And here’s why…
Our construction company specializes in kitchen remodels, and in a very tight niche within in the kitchen remodel space at that… We only use one brand of cabinet and with us focusing in on that one brand, and the identity of the consumer purchasing that brand, we were able to build a multiple 6 figure business from scratch within the first six months…
And let me put this in perspective to drive this home as this first principle is the foundation of what all construction marketing ideas are built upon…
If you still thing everyone is a prospective client for our company, then I should spend my marketing dollars on advertising to apartment renters, right?
Or I should try to sell kitchen remodels to people that just got their kitchen remodeled?
Now you can see the extreme of how foolish it is to think that EVERYONE is in your target audience…
Construction Marketing Ideas: Google Or Facebook?
Both Google and Facebook are phenomenal tools for marketing, however, which one should be your first point of contact?
Well, if you’re a contractor, Google should be your primary means of traffic and lead generation while Facebook is more of a social proof, secondary means of marketing (re-targeting on Facebook is beautiful)…
The reason I say Google first is because most construction jobs start with a client having questions… And where do people go to find answers to their questions? Google of course…
And if you can position yourself in front of the right people asking the right questions (this would be all people in your target audience) at the right time, then chances are you will find a higher quality prospect with a credit card in hand looking to hire someone like you for your expertise or service.
And with Google, you can test TONS of construction marketing ideas relatively quickly (especially using Adwords) to find out what kind of advertising or consultative selling is working for you and what is not…
Construction Marketing Ideas: Bulk Mail, Yellow Pages, Radio, TV and Billboards Will Bleed You Dry
So many contractors I’ve spoken with are so attached to their beloved “old-school” construction marketing ideas and rarely are open to change… But that’s not you, because your wouldn’t be reading this right?
When you’re thinking of new construction marketing ideas, you want to think in terms of comparing a “shotgun” approach to a “sniper” approach… When you think of a shotgun, how does it fire? Shotguns fire with a wide spread and the shooter is hoping that enough of the spread will hit the target their looking to eliminate…
And if you’re trying to shoot something from far away, chances are you’ll never be able to hit your target.
But, if you’re a sniper you calculate the distance, the windspeed, the position of your target, and then BOOM…
Your target is down with one shot…
Using bulk mail, yellow pages, radio, tv, billboards or any other mass media marketing medium (say that 3 times fast) are horrible construction marketing ideas that generate customers… But if you’re in the business of throwing away money, then they’re perfect! 🙂
And if you’d like more information on construction marketing ideas, or you’d like to set up a free strategy call for your business, simply enter your name and best contact info in the form below…
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