Kickstarting Your Construction Marketing With Zero Budget.
Starting a new business in construction can be an exciting and challenging time.
KEEPING a construction business running through times of hardship – like pandemics or staff and material shortages – also brings its difficulties.
One of the most critical aspects of construction success is nailing your marketing.
However.
As a new business owner or someone going through a challenging time, you may not have a large budget to allocate towards marketing efforts.
But fear not.
Because there are still plenty of effective ways to promote your business without breaking the bank.
In this blog post, we'll explore some strategies to kickstart your construction marketing with zero budget.
From leveraging social media to creating valuable content, we'll show you how to get the most out of your marketing efforts without spending a penny (in many cases).
So.
Whether you're just getting started or looking to grow your existing construction business, read on to learn how to kickstart your marketing on a shoestring budget.
1. Leverage your construction social media profiles.
For the most part, social media doesn’t cost you a penny.
(Though executed badly could cost you your business… Good to remember!).
Create social media profiles for your construction business on platforms like Facebook, Instagram, and LinkedIn to increase visibility.
If people don’t know you exist, how will they be able to consider you for their project?
⭐️ PRO TIP: Be sure to work out your Ideal Client for your construction marketing before you spend any time setting up any social media profile.
Why?
This will help you work out which platform/s your ideal clients are on so you ONLY spend time marketing where they are and not wasting time and energy where they aren’t.
Regularly post high-quality images and videos of your work, project updates, and industry-related news.
Social Media is great for so many reasons (other than it being free):
✅ IT CONNECTS PEOPLE.
Social media platforms allow people to connect with friends, family, and even strangers – potential future clients - who share similar interests or experiences.
✅ IT STARTS CONVERSATION.
Social media provides a quick and easy way for people to communicate with each other, regardless of distance. This can be especially important for people who live far away from each other or for those who have difficulty with in-person communication.
✅ OFFERS ACCESS TO INFORMATION.
Social media allows users to access a vast amount of information on a wide range of topics. This can be especially useful for people who are looking for news, research, or other types of information.
✅ PROVIDES OPPORTUNITIES FOR BUSINESS AND MARKETING.
Social media platforms can be powerful tools for businesses to market their products and connect with customers. Many social media platforms offer paid advertising options that can help businesses reach their target audiences more effectively.
While the cost of social media may be low – even zero - it's important to remember that it's not without its drawbacks.
It's important to use social media responsibly and always think about how you (as an individual) and your business are going to be perceived.
You might find this blog helpful too…
Perfect Examples Of How Your Personal Brand On Social Media Is Ruining Your Construction Marketing.
2. Go Live on your construction social media pages.
Most likely one of our FAVOURITE marketing ideas for our construction clients.
Because this hits SO many nails on the head in terms of building the know-like-trust factor in the quickest amount of time.
Going live on social media means broadcasting a live video stream to your followers or audience in real time.
Think of it like Live TV.
This feature is available on several social media platforms, including Instagram, Facebook, YouTube, and TikTok.
When you go live, your followers or audience can watch your video in real time and interact with you by leaving comments, likes, or reactions.
Almost like they are there in person with you.
You can also respond to their comments and interact with them during the live stream.
Pretty cool stuff.
This feature allows for a more interactive and engaging experience for your audience than just uploading a video and can be a useful tool for construction businesses to show us behind the scenes on site and to help build their brand.
Going live on social media can be used for a variety of purposes:
🎬 Behind the scenes on a construction site.
🎬 Hosting Q&A sessions.
🎬 Showcasing a finished job.
🎬 Telling us about new services.
🎬 Introducing us to your team.
It can also be a great way to increase engagement and visibility on social media, as many platforms will notify your followers when you go live, giving you more exposure.
Want to know all the benefits of what Going Live for your construction marketing can do?
Read this.
What No One Tells You About Going Live For Your Construction Marketing.
And when you’ve realised how epic Going Live is for your business marketing, then these ideas should help you out.
Challenge: Go Live For 7 Days With These Ideas To Build Your Trade and Construction Marketing.
3. Visit local networking groups as part of kickstarting your construction marketing.
Ok, so small confession on this one.
SOME networking groups may have a small fee to visit (we’re not talking about joining here).
Just one-off visits.
This is usually to cover the cost of a room, a breakfast, or a cup of coffee.
But there are some that are totally free – we only mention this so you can find out before visiting.
So as long as you’re ok to buy yourself a coffee/breakfast then here’s why visiting local networking groups for your construction business is great when you have zero budget:
☕️ TARGETED AUDIENCE.
Local networking groups often attract a specific type of people who are interested in connecting with businesses in their local area. This means that you are more likely to meet potential clients or partners who are specifically looking for construction services in your area.
☕️ WORD-OF-MOUTH REFERRALS.
Local networking groups can be a great source of word-of-mouth referrals, as members are often happy to recommend businesses they know and trust to others in their network. And if you make a good enough impression as a visitor, your name and details may be passed on when they hear someone is looking for your Trade.
☕️ LOW-COST.
Visiting local networking groups can be a low-cost way to promote your business, as many groups do not charge membership fees or have low attendance fees.
☕️ RELATIONSHIP BUILDING.
Networking is all about building relationships with other professionals, and local networking groups provide a great opportunity to do this. By attending events and getting to know others, you can establish trust and credibility, which can lead to future business opportunities.
☕️ LEARNING OPPORTUNITIES.
Many local networking groups offer educational or informational sessions that can help you improve your business skills or stay up to date on industry trends. This can be a great way to improve your business and meet other professionals in your field.
Visiting local networking groups can be a great way to promote your construction business, even if you have zero budget.
By building relationships, establishing trust, and tapping into word-of-mouth referrals, you can start to grow your business and increase your visibility in your local community.
If you’re totally new to Networking, then you might find this helpful.
Networking 101: Beginners Guide To Networking For Trades.
4. Visit online networking groups as part of your construction marketing.
With similar benefits to attending local networking events in-person, online networking is also going to help put your construction business Infront of potential new clients and collaborators.
And many of these online events DO tend to be free – as they are not hiring a venue or providing breakfasts and coffees.
You have the pleasure of sorting out your own!
Online networking does have a few other benefits for your construction marketing that you may not have thought of however:
💻 WIDER REACH.
Online networking provides an opportunity to connect with people outside your local area. Great if you’re looking to expand your business network and potentially lead to new opportunities.
💻 COST-EFFECTIVE.
Online networking is often free or low-cost, making it a cost-effective way to promote your business.
💻 CONVENIENCE.
Online networking allows you to connect with other professionals from the comfort of your own home or office, at a time that is convenient for you. This can be particularly helpful if you have a busy schedule or limited availability.
💻 DIVERSE AUDIENCE.
Online networking provides access to a diverse audience of professionals who are interested in your industry. This can be a great way to connect with potential clients, partners, or suppliers who may be difficult to reach through traditional networking methods.
💻 LEARNING OPPORTUNITIES.
Online networking can also provide access to different learning opportunities, such as webinars or online training sessions. This can be a great way to improve your skills, learn about industry trends, and connect with other professionals.
If you’re not quite yet sold on online networking for your construction business, then check this out.
7 Reasons To Seriously Consider Online Networking To Grow Your Trade & Construction Business.
5. Focus on referral incentives for your construction marketing.
Ever hear of the Pareto Principle?
I bet you have; you just may not have known it was called that.
‘The Pareto Principle in business refers to the way 80 percent of a given business’s profit typically comes from a mere 20 percent of its clientele’.
Business owners who subscribe to the 80/20 rule know the best way to maximize results is to focus the most marketing effort on that top 20 percent.
So if you already have a number of satisfied clients, why not encourage them to become your brand ambassadors and get involved in recommending you as well as encouraging repeat work…
💡 REFERRAL PROGRAM.
Create a referral program where you offer a reward or incentive for each new client that is referred to your business. This works especially well for businesses you buddy up who are potentially able to send you lots of repeat work (that you might meet at a networking group for instance – see how it all comes together!).
As with all these ideas…
Don’t forget… these ‘rewards’ are given AFTER a job is complete – of which you should be factoring in these costs so that it doesn’t leave you out of pocket in anyway.
💡 VIP TREATMENT.
Offer existing clients a VIP treatment or special offer if they refer new clients to your business. This could include things like priority service, access to exclusive discounts, or a personalized gift.
💡 RECOGNITION.
(Again, another good one for local businesses you are buddying up with to refer you.)
Recognise clients who refer new business to you in your company newsletter, on your website, or on your social media channels. This can help to create a sense of pride and loyalty among your existing clients and may encourage them to refer even more business in the future because you are promoting them and their business (think the likes of Estate Agents, Letting Agents, Interior Designers etc).
💡 PERSONALISED OUTREACH.
Reach out to existing clients directly and let them know how much you appreciate their business. Ask them for their help in promoting your business and offer to provide them with any resources they may need to make referrals (such as business cards, brochures, or online links).
💡 LOYALTY REWARDS.
(This one is great for the Trades who do lots of repeat business – think gardeners, plumbers etc).
Offer loyalty rewards to existing clients who continue to do business with you over time. This could include things like discounts on future services (free grass cutting on the fifth garden maintenance for example) or exclusive access to new products or services.
6. Start a construction blog.
You may already have a website that has a blog page.
Great.
If not – there are some free online platforms that you can start a free blog on.
You can even start a blog on LinkedIn! (They are called articles).
The idea here is that you are creating a space that you can fill up with your knowledge that future potential clients will be interested in.
Starting a blog for your construction business can be an excellent marketing tool for several reasons:
📚 INCREASES WEBSITE TRAFFIC.
By creating valuable and informative content for your blog, you can attract more visitors to your website (if you have one). This increased traffic can lead to new leads and customers for your construction business.
📚 ESTABLISHES YOU AS AN INDUSTRY EXPERT.
Sharing your expertise and insights on industry-related topics can establish you as an authority in your field. This can help to build trust with potential customers and position your business as a go-to resource for construction-related information.
📚 PROVIDES VALUE TO POTENTIAL CUSTOMERS.
Sharing useful information, such as tips for home/business improvement, can help to attract potential customers and establish your business as a valuable resource. By providing value, you can create a positive impression of your business and increase the likelihood that potential customers will choose to work with you.
Think of it like this.
Someone gets in touch for a quote for a loft extension and you’ve just written a blog about all the different types of loft extensions that exist. You can send the link to this (and other helpful blogs) in your quote so that the client gets a deeper understanding, witnesses your knowledge, and gets to see some examples of your work all in one!
Beats a 1-page quote with just the figures, right?
📚 SUPPORTS SOCIAL MEDIA MARKETING.
By sharing your blog posts on social media, you can attract new followers and engage with potential customers. This can help to build your brand and increase your online presence.
Starting a blog for your construction business can be an effective way to attract new leads, establish your authority in your field, provide value to potential customers, improve your search engine rankings, and support your social media marketing efforts.
By regularly posting new and informative content, you can create a positive impression of your business and increase your visibility online.
So it’s impressive all round.
7. Feature on other people’s platforms for your construction marketing.
This is a big one in the marketing world.
But hardly any construction companies are taking advantage of this.
Borrow other people’s audiences.
Here’s some ideas on what we mean.
🟡 COLLABORATE WITH OTHER PROFESSIONALS IN YOUR INDUSTRY.
Reach out to other professionals in the property or construction industry (other Trades, architects, Estate Agents interior designers perhaps) and collaborate on a social media campaign or event. This can help you to reach their audience and vice versa. For example, you could co-host a Facebook Live or run a joint social media competition.
Say you own a Tree Surgery company.
You could buddy up with a local Estate Agent on a Facebook Live about things to look out for when it comes to trees when you are buying a new property and the importance of a Tree Survey.
🟡 PARTICIPATE IN SOCIAL MEDIA GROUPS.
Join social media groups related to your industry or ideal clients and participate in the discussions. Share your expertise and provide value to the group members. This can help to establish your credibility and attract new followers.
🟡 GUEST POST ON OTHER BLOGS OR SOCIAL MEDIA ACCOUNTS.
Reach out to other construction pros (where there’s no conflict) bloggers or social media influencers and offer to guest post on their website or social media account. This can help you to reach their audience and establish your expertise but also helps them out with extra content.
🟡 SHARE USER-GENERATED CONTENT.
Encourage your followers to share photos or testimonials of your work on social media and re-share their content on your own account. This can help to increase engagement and reach a wider audience.
🟡 PARTICIPATE IN SOCIAL MEDIA CHALLENGES.
Look for social media challenges or trends related to your industry or target audience and participate. This can help to increase your visibility and attract new followers.
Sharing other people's audiences on social media can be a great way to increase your reach, engage with potential customers, and attract new followers.
By collaborating with other professionals, participating in social media groups, guest posting, sharing user-generated content, and participating in challenges, you can grow your own audience and promote your construction business.
⬇️ Kickstarting Your Construction Marketing With Zero Budget Rundown:
1. Leverage your construction social media platforms.
2. Go Live!
3. Visit local networking groups.
4. Visit online networking groups.
5. Focus on referral incentive marketing with your satisfied clients.
6. Start a construction blog.
7. Feature to other people’s audiences – e.g. social media, podcasts
🛠 Need a little more help nailing your Trades and Construction Marketing?
Course you do.
First. Let’s work out where you are with all things Construction Marketing.
Got 3 minutes?
Take our Trades Quiz to discover how you score with all things ‘Off The Tools’.
We have heaps of tips, tricks, and hacks for your Trade and Construction business in our cheat sheets, videos and ideas waiting for you on the other side… i.e., your results page.
So, you can improve your score. And NAIL your Trade and Construction business.
Nice.
Source: https://rockcontent.com/blog/pareto-principle-in-business/#:~:text=The%20Pareto%20Principle%20in%20business%20refers%20to%20the%20way%2080,on%20that%20top%2020%20percent.