Mar. 08, 2010
Toronto, Ontario, March 8, 2010 - The past year has been a tumultuous one for the construction industry. Many
residential and commercial projects have slowed down considerably or stopped
all together and, while these numbers are starting to rebound, contractors
should not sit idly by and wait for the economy to right itself. They need to
take action to keep their businesses on past clients' radars and to win new
clients for when they're ready to move forward on projects they've tabled until
funds became available.
Perhaps one of the most important and effective ways to get your business
off the ground, or if you've been in business for a while, introduce your
business to a wider range of potential clients is employing an integrated
marketing program. Traditionally, these initiatives have been focused on print
media outlets, but people are no longer picking up the newspaper or phone book
to find what they need. They're turning on their computers and plugging what
they need into a search engine. Marketing on the Internet has proven to be a
valuable asset for business owners looking to reach new and existing clients or
gain exposure for a new service. Here are just a few ways to use the Internet
to take your business to the next level.
1. Target
Your Ideal Clients
Ask yourself who your ideal client is and how your business can benefit
them. Doing so will help you determine how to get your services in front of
them. For example, if your ideal client is a middle-aged, single-family home
owner, think about what services they are going to need to keep his/her
property in top form. Then, use these keywords on your website and in your
marketing materials as much as possible. The higher the frequency, the better,
as it increases the possibility that search engines will turn up your business
and these ideal customers will get in touch with you to learn more about what
you have to offer.
2. Tap Into
Social Media
It's hard to go even one day without hearing someone talk about someone who
just "friended" them on Facebook or something interesting they read
on Twitter. Even if you've never heard of either of these services, the numbers
don't lie-Facebook has more than 300 million active users and Twitter is
expected to reach 18 million users tweeting in 140-character increments by the
end of 2009.
How can these platforms help your business? Start by creating a fan page or
group on Facebook featuring background information about your company, client
testimonials and before and after photos of past projects, then send clients
invitations to join. If those who view your page are satisfied with the work
you've previously done for them and see photos of a renovation or addition that
a friend of theirs has been talking about, it's likely they will pass along a
page invitation to that person. The more people you invite to join your group,
the wider and faster your social network and potential client base will grow.
An excellent example is one of our consultants in the Baltimore, MD, area who
began working with a residential contractor in February. The company had no web
presence at the time, but since then he has created a fan page for the
company's mascot and conducts a contest each month for the page's nearly 1,400
fans to submit photos of the mascot in various locales ranging from inside a
central air unit to in the crowd at the Tour de France! These efforts have not
only built a strong web presence for the company but have introduced the brand
to people of all ages. Now, when someone is looking for a contractor, they'll
remember the Facebook page and call this company instead of a competitor.
Twitter is also a great resource because you can see what people are talking
about in real time. If you run a search for specific words or phrases
pertaining to your line of work, you'll see who is tweeting about those topics
at that very moment. This provides a great icebreaker for you to reply to their
comment with a link to your site, with details about a related promotion your
business is running or even just a friendly hello to start building a
relationship!
3. Think
About Related Industries
Your clientele may be faithful, but let's face it-your business isn't the
only one they patronize, so start building relationships with business owners
in related industries. Painting companies, house cleaners, home inspectors and
landscapers are just a few of the many possibilities, and you will be able to
access entirely new sectors of potential clients that already know and trust
the companies you are partnering with. Given that level of familiarity, these
clients may be more inclined to give your business a chance.
4. E-mail
in Moderation
Collecting e-mail addresses from your clients is a great way to stay
connected and keep them abreast of any new happenings at your business that may
affect them. A newsletter at the beginning or end of each month detailing
specific products or services, announcing new craftsmen, highlighting a client
or project of the month or inviting them to connect with you on the
aforementioned social networking sites reminds them that you value their
business and are thinking of them even if you aren't currently working on a
project for them. Be forewarned that many customers may be hesitant to provide
their e-mail addresses, because they fear doing so will mean an onslaught of
spam. Put them at ease by assuring them that you will only be e-mailing once a
month, during or after a project or another set amount of time. These
boundaries will make them much more receptive to opening the lines of
electronic communication.
5. Monitor
and Reply to Feedback
Portals like Citysearch, Yelp and Angie's List are invaluable resources for
you to monitor what your clients have to say about your business. If the
feedback is positive, send a thank you e-mail and perhaps a voucher for a
discount on a future service. If the comments are unsavory, however, you need
to react quickly. In April of 2009, Yelp began allowing business owners the
opportunity to publicly comment on reviews about their businesses and provide
additional context about specific reviews. This has proved extremely useful for
countless business owners because replying shows they care about their
reputation and are willing to go the extra mile to ensure their customers are
happy. And since this is done publicly, people searching the site see the
vested interest these business owners have in their operations and may give the
business a chance at a later date.
The Internet is a vital tool for businesses, whether they're brand new and
ramping up or are established and looking to reach a wider demographic of
clients. If used properly, the immediacy of this medium can work to your
advantage in ensuring your business's success now and for years to come.
Construction Business Owner, February 2010 Issue
Ron McArthur is the president of WSI, a provider of Internet marketing
solutions to small- and medium-size businesses. He can be reached at 888.678.7588
About WSI – we simplify the Internet:WSI leads the global Internet industry offering best of breed Internet marketing solutions to suit the needs of multiple industries. The company has the world’s largest Internet Consultants’ network of over 1500 offices in 87 countries and a 150 person strong head office in Toronto, Canada. WSI Internet Marketing Consultants have helped thousands of small- and medium-sized business realize their online marketing potential. By using innovation Internet technologies and advanced Internet marketing strategies, businesses can have a WSI Internet Marketing System tailored to their individual needs to elevate their Internet presence and profitability to new levels. In 2008, WSI is the proud recipient of 7 Standard of Excellence Awards at the Annual WebAwards Competition organized by the Web Marketing Association (WMA). The company has held the Number 1 spot in Entrepreneur Magazine’s Franchise 500 listing for over 7 years in a row. With the support and cooperation of its customers, franchise network, employees, suppliers and charitable organizations, WSI aims to help make child poverty history through its global outreach program. For more information about WSI’s offerings and business opportunities, please visit our websites at www.wsicorporate.com.