Attending this training was invaluable since learning how to sell from the contractor’s perspective involves a complex array of strategic engagement where branding, targeting, and harnessing social media interact with one another. It encompasses the creation of an elevated brand identity that represents the values of your company, as well as serves to distinguish it from the competition. It consists of a focused image crafted to harmonize with all the platforms that engage with your potential customer base – strategically and creatively presenting your values and identity in a way that enhances your brand awareness among that segment of the market.
You can’t be your own audience. That’s because you never really know your end-users – and what they want – as well as either you should or they will. Don’t believe otherwise, because it’s simply not true. What you need to do is understand them. Get into their psychologies, behaviors, needs and the difficulties they face. Then you’ll once and for all get past all this focus-group crap and be able to talk to them in words or images they comprehend and respond to.Contractor Marketing, as a result, becomes more dynamic and more interactive than ever. It’s a continuous process of research and engagement to stay in sync with your so-called customers as their desires and expectations shift.
Authentic engagement is also a must. Far beyond posting on social media, the basic principles of getting your readers to engage – through your real stories, reactions to their comments and fulfilment of being heard – will turn followers into advocates for you and your brand.
Your digital platforms have endless opportunities for contractor marketing. Fill your profiles with the right bios. Be clear, descriptive and professional in what you say and how you represent your visuals. Utilize your social media. Connect with a local SEO specialist and see your business really start to stream into your website.
Make your website professional, easy to navigate, easy to discover. Keep it full of well-written content.
There are content marketing, email marketing and paid advertising strategies that work. If you create good content and share content online, you are addressing user needs and you’re positioning yourself as an authority in your space. Email that is personalised to nurture a lead is a fantastic way to reach the right prospect. Paid advertising that targets specific users is a great way to deliver the right message, to the right user, at the right time.
Second, you have to measure the results and that requires setting out clear Key Performance Indicators (KPIs) and using the analytics available to see what’s working on your site and through your various online outposts, and how visitor behavior is changing. That way, you can refine your tactics to achieve even better results. Anything worth doing is worth doing well, and the playing field of digital marketing is constantly – and sometimes rapidly – shifting, so you need to be nimble and experimental to run with it.
In order to make a difference, improve or succeed, you need to use technology and innovation, make sure the customer is important, run development, train people, join a network, and be patient. Nothing comes easy.
At the end of the day, contractor marketing means getting your business to stand out on the right platforms. This means industrial marketing, working creatively, being persistent and strategically minded, and being ready to roll with the challenges that come your way. In the world of contracting, as in any other business, your company could be leaving considerable money on the table without aiming for the long term and forging real relationships with clients.