Equipment World Digital Magazine
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clients. "Vendors and financing companies want to know they are dealing with someone reputable," he says. "Owners are using websites to research your capabilities," says Ron Worth with the Society of Marketing Professional Services. Worth advises contractors to divide out their sites by the markets they serve. For example, if you do site development and road building projects, make sure each type of project gets a separate section. "Someone who's putting together a project in one market won't be as interested in what you've done in others," he says. Take social media one step at a time At least have a presence on social media, advises Paul. "You don't have to be exotic." Pick a platform such as LinkedIn, and consistently update it. Assign the updates to a younger person in organization, and learn from them. And realize this isn't just for your clients; it's also a recruiting tool. And since few contractors now are using it, it's an easy way to get a leg up on your competition. "My advice is to start slow," says Jen Bauer, director of marketing for Miron Construction, Neenah, Wisconsin, which has more than 6,400 Twitter followers. "Pick one avenue and do it well." Moore has come to appreciate LinkedIn, which he uses to promote his capabilities and stay in touch with other contractors. "It gives me a reason to call someone," he says. "I can say I saw the information on LinkedIn as a way to start the conversation." And if you're not on social media, don't think it means no one is talking about you, says Perryn Olson with construction market- ing consultant The Brand Constructors. "At least when you're on social media, you know what's being said about you." Educate "Educate your target market," Hughes says. "Provide them with monthly tips and establish yourself as the go-to expert in your area." But also realize this takes time, and must be part of a longer term strategy. "Everyone say's they're the best, and they've been in business for X amount of years. Instead, educate the buyer on how to purchase contracting services, and let them know how you do things, especially if a portion of your clientele does not regularly buy your services." For instance, what steps should a commercial client take when considering a new parking lot? Worth agrees. "One school building contractor interviewed their clients about what advice they would give to other school superintendents who were considering a construction project," he says. "They took a picture of each superintendent, put their advice in a small book, and handed it out." In addition to offering helpful information, "I bet everyone interviewed has that book in their office," Worth says. In another instance, a contractor vying for a controversial multifamily development surveyed the surrounding neighborhood, asking residents about their concerns, and what would make them feel better about the project. They presented the results in their proposal. "It gave the developer information it didn't previously have," Worth adds, putting their proposal on another level. "There's just no easy button," Hughes says about marketing. "You can't just do one thing and expect to grow your business. Have a long-term strategy and be patient. Things do happen over time if you are consistent with them." EW Want to know more about managing your business? Visit theconstructionuniversity.com for tips, articles and infographics on a wide range of business topics. And while you're there, read last month's article on Tracking Your Business Costs. For further information: Joseph Hughes Contractor Dynamics www.contractordynamics.com Perryn Olson The Brand Constructors p@brandconstructors.com Cynthia Paul FMI cpaul@fminet.com Michael Stark The Associated General Contractors of America starkm@agc.org Ron Worth Society of Marketing Professional Services ron@smps.org Construction University is produced by Equipment World and presented by Case Construction Equipment EquipmentWorld.com | August 2013 47