472: Unconventional Ways To Market Your Construction Business

This Podcast Is Episode Number 472, And It's About Unconventional Ways To Market Your Construction Business

 

One of your greatest fears is wasting money on a less than good lead.   They may or may not have any genuine desire for services. Sometimes a person is committed to collecting three bids when they already have someone picked out to do the work. They may be looking for a "temporary friend" to do them a favor, or by the time you have completed the form, they have changed their mind and no longer want service. This is often the case when one spouse or partner wants the work done, and the other doesn't.  

Sometimes you want to try something new when networking with other business owners. Here are some unconventional ways to grow your network and bring in new leads.

1. Collaborate with others in the industry

You know your niche, so you know the questions about your industry. Collaborate with people who fit your ideal market. For example, you could create a newsletter where you ask people in your niche market questions about the industry, or you could send out a survey to your market to create a report about the state of the industry. Ask the people you want to work with if they'd be a speaker at an event you host. 

The more people you speak with, the more your name will be seen as a leader in the type of construction industry you work in, so don't be afraid to reach out to people to share their insights. 

2. Try a new social media platform

You want to be where your customers are, but if you're looking to network with new people, you may want to try a new social media platform. Learn how to use the new platform–including any groups or communities you can be part of. If you've always used Facebook, give LinkedIn a try. Once you're on the new platform, look for leaders to connect with and share your content with a new audience.

3. Make videos

Users are increasingly engaged by video content. It's personal, shows the human side of your business, and fosters relationship building. You don't have to spend much time or money creating video content. Using the camera on your smartphone, you can film yourself talking about your services and business or sharing insights. You can even record personal messages to go out to leads to get to know you better. 

4. Attend industry events

If you offer services to particular clients, look into whether you can attend conferences and trade shows. For instance, if your construction business focuses on tiny home building, find out if you can participate in networking events. Go to the events to get to know other people rather than sell your services. Ask lots of questions to get to know others and gain insights into the industry.

5. Host an event

Ask what information is essential to your audience and host an event that addresses those pain points. A virtual event with a guest speaker and information relevant to the industry is excellent. Make sure you or someone from your construction business can speak and market your event to potential clients in the industry. 

6. Become a resource

Introduce people to each other and tell them why you think they should get to know each other. It may sound counterintuitive, but those on both sides of the introduction will remember you as helpful if you start referring people to others. Have a list of service providers you trust and your names to share with others. You can also share valuable content, guide people to the resources they need, and answer questions in your niche.

Write a list of the service providers people in your niche typically need and have some names handy as referrals. These may include business lawyers, marketers, importers, various vendors, and construction accounting specialists. They'll all remember you for referring them. 

Final thoughts

Most homeowners have a real need before asking for a stranger to come. They are looking for any "Affinity" that makes you a safe choice. This is why people are on the Social Media sites looking for "A Friend" or "A Friend of a Friend" anything to get a primary connection; an opinion from someone else before inviting you into their home.

When people see you as a trusted resource, they'll see your value and come to you for your insights. 

If you have any questions about your accounting or want to know more about how we can help you with your finances, contact us to discuss your needs. 

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