433: Why Smart Construction Business Owners Never Stop Marketing

This Podcast Is Episode Number 433, And It's About Why Smart Construction Business Owners Never Stop Marketing One classic mistake construction business owners make when money gets tight is stopping marketing or cutting their budgets. At first glance, it seems logical to cut down your expenses during harsh economic conditions. However, in reality, it's the opposite of what you should do.   When your construction company is struggling, cutting your marketing budget will further hurt your business. During this time, you should go the extra mile to be at the forefront of the minds of your clients and prospects. With an effective marketing strategy, you should be able to increase sales.  

However, if you need to tighten your belt, here are some steps you can take instead of putting a pause on your marketing efforts.

1. Be strategic about how you spend your money.

First of all, don't waste money. This sounds simple, but in reality, many construction business owners are not mindful of their spending. Be strategic in your spending, and don't throw money in areas that won't contribute to your business growth. For instance, if your data suggests that the returns are higher from your digital marketing efforts compared to print ads, you might want to dedicate your resources more online. 

2. Invest in action campaigns.

Are you launching a new service or running a discount promotion? Invest in an active campaign that will provide your target market with all the information they need and prompt them to act. Ensure that you share all the details such as your website, exact location, operating hours, or a discount code for their purchases.

3. Communicate with your target market.

Ensure that your messaging is not only engaging but crystal clear and concise. Whether you want them to sign up for a newsletter, request information, or grab a special offer, your messaging must be clear. The call-to-action in your campaigns must also be solid and powerful to create the desired action.

4. Social Media channels are free.

Your social media presence makes your company accessible to your prospective clients. It promotes awareness and increases web traffic.

Consider your persona and research what platform will serve you best.

If you're not confident and savvy, I suggest going through social media sites to check where your competitors are and how they interact with their patrons. Pick three platforms to start with and download their mobile apps. Share bite-size information and good, quality photos to attract potential clients.

Since people retain more information when a post is paired with a relevant image, let's focus on photos:

Behind the scenes

Team/crew

Office events

Quotes

Industry insights

Local gatherings

Community Events you're sponsoring/attending

Random tip

Latest industry news

Company sales and promotions (this could seem "salesy" but works great when done right and timed-appropriately)

Keep in mind that consistency is key. Interact with your audience and always be authentic. 

5. Discuss with your marketing partner/staff and rethink your marketing strategy.

You may be working on a thousand other things right now, but you have to make time to discuss with your marketing partner or staff and rethink your strategy. Producing great results is not always about marketing; instead, you have to focus on doing better. Stop and think about your messaging, frequency, timing, channels you tap into, and other factors to get the best results.

Final Thoughts

These could be intimidating at first due to a lack of experience or being preoccupied with finishing projects. Don't feel defeated; understand that your strategies need to evolve and expand for your company to prosper as a construction business owner. Be an active listener to the online community you built, and chances are you'll get high-quality leads from them.

Times may be challenging right now, but try your best to stay the course and use this as an opportunity to strengthen your relationship with your customers and prospects. Just because you're on a tight budget doesn't mean you have to stop marketing and give up the chance to boost sales.

Always have a monitoring method if your marketing is working or not—otherwise, you can't refine and improve your marketing strategies and budget (for paid ones) unless you measure the results.

About The Author:

Sharie DeHart, QPA, is the co-founder of Business Consulting And Accounting in Lynnwood, Washington. She is the leading expert in managing outsourced construction bookkeeping and accounting services companies and cash management accounting for small construction companies across the USA. She encourages Contractors and Construction Company Owners to stay current on their tax obligations and offers insights on how to manage the remaining cash flow to operate and grow their construction company sales and profits so they can put more money in the bank. Call 1-800-361-1770 or sharie@fasteasyaccounting.com