The best marketing for contractors begins with having a strong brand presence. Your brand is the spokesperson for your previous, current and future customers. Branding is more than just your logo design. It is your reputation.
Building your brand will help your customers remember better who you are and what your company can do for them. The competition is tough for contractors. You need to stand out from your competitors. Establish yourself as someone who is reputable and credible so that you can earn the trust of your potential customers.
If someone is looking for a company that can help them with their plumbing, roofing, or even big remodeling projects, they will choose someone who is already familiar and recognized in the industry.
Having an established brand as a contractor helps you close more jobs fast. If someone already trusts you, they will want to work with you.
Another reason why the best marketing for contractors is branding is that it has a significant impact on your revenue. It is like a domino effect. A reliable and recognized construction company is more likely going to be hired by people looking for their services. And then, these customers will tell other people about this company. Branding will continue to generate referrals and ultimately increase the revenue of the business. With an established brand, you will not only be getting business from your new customers, but you are more likely going to get business even from your existing and loyal customers.
Whether you are a small or a big business, establishing your brand is crucial. And if you don’t know where and how to start here are some tips on how you can implement establish a brand for your business.
1. Find your niche.
As a general contractor, people perceive you as the jack of all trades because you have various skills to deliver the needs of clients. However, you have a niche as a company. It is something that you are good at as a business and it is what your clients will recognize you for. For example, you have been doing great work when it comes to kitchen remodeling projects, so many people hire you when they need to get their kitchen upgraded. And because your niche is what will set you apart from the competition, you need to make this niche known. Once you have it identified, make sure that you incorporate it into everything you do like your logo, in your ads, printed materials, and so on.
If you’re already established what your niche is, then you are a step closer to building a solid brand. Take a look at what your competitors are doing, and think as to how your brand differs from them. Are you always on time? Do you offer extra services? Do you offer some discounts for your loyal customers? Whatever it is, make sure your prospective customers know what makes you different.
2. Understand that your branding goes beyond your logo.
While it is important to have a company logo because it is the visual icon that represents your brand, you should know and understand that it is only a piece of your branding. Your branding is the perception and emotion that people have when they interact with you. It is the intangible things. It is your promise to your customers and their perception of your company as a whole.
Make sure to promise something they will love, and then overdeliver on that promise.
3. Know your target audience.
In order to determine how you will present your brand to your target customers, you need to have an idea about who they are, what they like, what they are looking for in a contractor, and so on.
One of the major concerns that potential customers, looking to hire a contractor, have is whether the quality of their work is good enough or if they will deliver on time.
When you know your audience well, you will be able to answer their concerns through your website, social media and other channels before they even get the chance to ask.
4. Establish an online presence.
One of the most effective ways to build and strengthen your brand
is through your online presence. You can establish your online presence through your website and social media accounts. Whatever content you post online, whether you’re posting blogs or video content, it is important that you use this to define your company as someone that has an authority and is a leader in your industry. You need to have compelling blogs, for example, that will make your audience see that you are an expert in your niche.
You also need to maximize the use of the social media networks like Facebook, YouTube, and Pinterest. These platforms will be a significant help to your branding. For example, Facebook can be a place where you can put more information about your company, like recent updates and whatever will be of interest to your target customers. YouTube is also another channel you can use to showcase your work and present to your audience what your company does through your videos. For the photos of your projects, especially the before and after images of your projects, you can use Pinterest to give your prospects the visual aspect of what they might probably be looking for.
If you’re not sure what tactics your company is currently using to promote your work, you can grab a free copy of Marketing Inspection. This is our step-by-step guide to understanding what is working and what is not working in your marketing plus 300+ No Joke Tactics that you can start using right now. Click here to download your free copy of Marketing Inspection
5. Show a little personality.
Most of the contractors are way too focused on telling people information about their business. For example, their about us pages start with the length of time they have been in the industry, their achievements, their reputation and so on. Even though these are important, you can always add a little personality to your company’s story because it will make your company seem real in the eyes of your prospective customers. It all comes down to trust.
As to how you will do it, it’s quite simple. Show people that you are a company that has a human touch. Make your brand feel that it is something that your customers can relate to.
6. Be consistent.
Consistency is crucial if you are establishing your brand and want to be known for something. If you are consistent with your tone of voice and the way you speak to your customers, it will help reinforce the character and personality of your business. It will be easier for you to send a clear message to your customers and potential clients about what they can expect from your services.
And once you have already started successfully building an image for your business, you need to continually preserve it by being consistent in every aspect of your business such as your website, your social media channels, printed materials, flyers, etc.
7. Be the best in everything you do.
One of the worst mistakes you can do as a contractor is just settling with what’s good enough. Commit to being the best instead. Aiming to be at your best in every project you do and every service you deliver will eventually generate impressive feedback and testimonials
from happy and satisfied customers. If you know that you have what it takes to be the company that will exceed the expectations of your clients, then show it.
8. Choose to stand for something.
Some of the great and well-renowned brands have a belief or cause that they stand for. And this belief is not something they bear in mind because it is what’s going to generate more revenues for them but simply because they believe in it. Standing for something does not stop at volunteering your services for charitable events or giving away donations. It is more the belief that you can make a difference and you want to make a difference. You can choose an organization to partner with so long as it still relates to your business.
9. Use personal branding.
You can never underestimate the power of referral and recommendations. So if you are the owner and the one who is running your contracting business, you can use your personal branding to carry on the image of your business. Act in ways that coincide and match the values of your brand. You can also have your employees do the same. Make sure that your staff fully understand what your company stands for and as employees, they represent your brand. Therefore, they need to know the kind of behavior you expect from them because they carry your branding too, in everything they do.
There are a lot of things you need to consider when establishing your brand as a contractor, but it goes way beyond simply having a logo. In your industry, your reputation matters a lot, and it is your branding that carries that reputation; it is what’s going to make you outshine our competitors. That’s why your brand is something you cannot just take for granted. Follow these tips mentioned to start building the image that will take your company to greater heights.