Contractor marketing: Tips to accelerate your growth

Billboard in a construction job site in Manhattan | Knowify

In an industry full of contracting firms, how do you make your business stand out? One crucial way is through marketing. By giving your business a voice and style that’s unique (yet professional), you’ll leave a lasting impression on past customers who may employ you again or refer you to others, as well as on potential customers. The clearer you are about your business’s ethos, story, and skills, the more likely you are to get booked again and again.

From website to job site

If your customers can’t find you, they can’t book you. You’ll want to have a website that’s easily searchable online. You can maximize your SEO by choosing a domain name that clearly states the name of your business (but not too long). On your website, you should detail the services your business provides and make it easy for potential customers to get in touch with you by providing contact information. Keep in no-nonsense: your customer will appreciate your straightforward approach and get a good sense of your dedication to your work. That said, customers are more likely to trust someone they feel like they know. Don’t hesitate to provide some background information about your business, detail past projects you’ve worked on, and write a short bio about yourself. Being professional does not have to mean being impersonal!

Contracting means contacting

Don’t be afraid to take initiative when it comes to finding customers. With just a little research, you can find local businesses like interior designers and architecture firms that may very well be in need of your services. Ask around! Chances are you know other contractors and construction workers in your area. Inquire about clients who might be looking for the services you provide, and assure them that you’ll bring up their business when you see an opportunity for them. Building professional relationships ultimately benefits everyone. And remember: after the job is done, you can ask your customers for a referral. If they’re satisfied with your work, chances are they’ll be more than happy to recommend you to someone else.

Be your own advertisement

Traditional ads can work well for businesses, but in this day and age, it’s crucial to think outside the box. Instead of buying ads, you can try promoting your business on social media and getting the word out by networking with companies who might need your services. Try adding your social media handles and/or a link to your website to your email signature so that your customers always know how to stay in touch with you. You can also encourage your customers to review your work on websites like Yelp, Google My Business, and Angi (former Angie’s List), where many people research businesses before employing their services. If your reviews are positive, you’ll be sure to see a surge in business. Furthermore, you can quote some of your positive reviews on your website! Potential customers are more likely to trust the words of past customers than those of the company itself. Sometimes, the best form of advertisement is good, old-fashioned word of mouth. If your professionalism and fine handiwork are memorable enough, your customer is sure to talk about the positive experience to others.

Become an Instagram star

A picture is worth a thousand words, and in contracting, it might be worth a million. After all, nothing can give clients a clear sense of the incredible work you’re capable of as much as photos that showcase it beautifully. In recent years, Instagram has become contractors’ favorite social media tool because of the opportunities it gives them to display their work in depth. Setting up an account is easy and free, and Instagram is the perfect place to show off your spotless painting skills, sturdy construction work, gorgeous window installments, or whatever it is that you do. Plus, you can use Instagram to network with other contractors and potential customers! The Contractors of Instagram account (@contractors.of.insta) reposts photos and videos of contractors’ work in order to help them gain exposure and boasts over 300k followers. Just use the hashtag #contractorsofinsta for the chance to be featured on their page. The hashtag fun doesn’t stop there: using others like #contractorlife, #buildersofinsta, #constructionlife, and #generalcontractor can also help put you on the map. Plus, you can follow accounts like @hilarious.construction for relatable and hilarious memes about the industry.