In our contractor blog last month, we highlighted the importance of identifying and creating a unique competitive advantage that will set your company apart and stand out in a crowded construction market. After you have determined your company’s competitive advantage, it is critical that you communicate and market that competitive advantage effectively if you hope to grow your business.
Here are 3 ways to communicate your competitive edge to your potential customers.
Having an up-to-date and interactive website is foundational. If you haven’t looked at your website in the past 12 months, it is time. Your website is not just a landing page anymore. It serves as a first impression, an online directory, a virtual showroom, and sales tool all in one. It drives your business, feeds your online presence and communicates your competitive advantage. Is your website up to the task? Your website should have responsive design, which means it is easily accessed through mobile devices, and include search engine optimization. Search engine optimization (SEO) is necessary for clients to find your company on the web.
Social media is also a “must have” for contractors looking to brand their companies and generate new leads. Social media is designed to communicate in a timely manner and engage people who are actively in the buying process. It is a great way to reach potential homeowners and homebuyers. It is also a great way to stay connected with past clients for referrals and testimonials. The challenge for most contractors is knowing what to post, where to post it, and how often to post. Popular content for contractors are before-and-after photos of your projects, testimonials from happy customers, and a behind-the-scenes look at what you do. Wilson Lumber can help promote your social media too and provide product content that is relevant to your clients.
If you are active on social media then awareness and responsiveness to reviews is one of the most important elements of your online brand management. It is critical to your business that you are aware of what is being said about you, and more importantly, that you become part of the conversation when responding. Homeowners and buyers will read your reviews and make decisions about your company based on the interaction on your social media.
Finally, a good way to generate leads and new sales is through digital advertising. Combining a digital advertising campaign with a strong website, a consistent social media presence, and a strong sales initiative can produce exceptional results. That being said, digital advertising can be expensive and will not produce the results you require without good information and a specific strategy. Partnering with a digital company that has experience in your industry can help get the best return on your investment.