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How to advertise a construction business

How to advertise a construction business

If you want to speed up the growth of your construction business, you need to think about paying for some advertising. But if you have never bought ads before, you might feel nervous about spending money to promote your company.

This is something a lot of business owners deal with. But with the help of some proven tips, you can reduce the risks associated with spending money on advertising.

In fact, if you keep reading, you’ll learn 10 tips you can use to help you advertise your construction business. By the time you’re finished, you’ll know how to create an ad campaign that will generate significant levels of interest in your brand.

1. Work out Who Your Audience Is

If you want your ad campaigns to deliver results, you need to put some time into deciding who your target audience is. If you do not do this, your ads will likely cost you money, without providing an ROI.

That is because if you do not know who your target audience is, you will not know how to reach your target audience. As a result, you then run the risk of advertising your business to people who will not be interested in what you have to offer.

2. Work out How Much You Can Budget

If you are new to the world of advertising, you might not know how much you should budget per advertising campaign. This is especially the case for online ads, where costs can sometimes be quite confusing, due to the way they’re broken down.

The best way to decide how much you can budget is by working out the lifetime value of a customer . The lifetime value figure is the amount a customer will generate for you, in revenue, for as long as they’re a customer.

You want to adjust your advertising budget, based on this figure. As long as your advertising spend to acquire the lifetime value of one customer, your ad spend should be profitable.

3. Learn How to Borrow from Competitors

It takes a lot of skill to create an effective ad. If you need results right now, you might not have the time to learn all of the necessary skills. You may, therefore, want to take a look at some of your competitor ads.

By studying them, you will be able to identify what makes a successful ad. Now, keep in mind that you are not going to carbon copy these ads.

You just want to figure out the principles that are creating success. Take a look at the way phrases are worded. Is there a mention of any special offer? How is the ad making use of numbers?

4. Put Some Time into Experimenting

Some of the best ad campaigns come about as a result of running experiments. You should allocate a percentage of your ad spend so that it is spent on running experiments.

This will help you come across unique and effective ways to market to your audience. If you are not sure how to approach experimentation, just think about doing the opposite of what you are currently doing.

5. Focus on One Platform

If you are running online ads, it can be tough deciding which platform you should focus on. To help make things easier for yourself, you should pick just one platform. Do not move onto another platform until you are seeing results.

Of course, if you have tried everything you can to get results, but nothing is working, you might want to try your efforts elsewhere. What matters most, is that you don’t make this switch too early.

6. Pick the Right Platform

It is important you pick the right platform when trying to reach your target audience.

If you are trying to market to a B2B crowd , then LinkedIn might be a good bet. But if you find that your audience isn’t easy to reach on LinkedIn, you might want to use a platform like Google AdWords.

7. Try Different Ad Products

You will find that the platforms you are using tend to offer more than one ad product. For instance, LinkedIn provides Sponsored Content ads and Text Ads.

If you want to find the best possible advertising approach for your business, you need to experiment with the different ad products. This will help you learn which one is best suited to your needs. Make sure you study existing examples, to see how to get great results.

8. Consider Hiring Outside Help

If you are struggling to gain any traction with your ad campaigns, you might want to think about hiring outside help. A digital marketing agency will be able to help you set up campaigns that will have increased odds of success.

If you are going to use the help of a marketing agency, ask them to review your website. They should then be able to provide some advice on how you can optimize your site.

You want to ensure your site is easy to use and will provide people with the information they need. If you’d like to see an example of a well-designed site you can obtain more info here.

9. Consider Offline Ads as Well

A lot of companies have ditched offline advertising. This can be a good thing for you, as it means that offline ads are now underpriced. If you want to succeed with offline ads, stick to the principles that we’ve covered throughout this post.

You should also think about finding publications that cater to your target audience. These publications will allow you to market to the people who will be interested in your offering.

10. Learn About Inbound Marketing

Advertising your business can be very expensive. Plus, when you turn off the ads, your business will stop generating leads. Because of this, you might want to learn more about inbound marketing.

In doing so, you should be able to create a steady stream of leads that will be more affordable. It can take time to see success from inbound marketing. But if you take the necessary steps, the rewards are worth the effort.

Do You Know How to Advertise Your Construction Business?

Advertising a construction business is something that can be challenging. But in this post, we’ve taken a look at 10 tips you can use to make things easier for yourself.

If you find all these tips overwhelming – that is fine. Just focus on implementing one. Then when you begin to see results move onto the next tip. Before you know it, you will have a successful ad campaign on your hands.

Want to learn more about how you can market your business? Check out our marketing section to see some of our latest content!

Gone are the days when you could rely on traditional platforms alone – newspaper advertisements, word of mouth, the Yellow Pages – to market your construction business. Far too many business owners refuse to acknowledge how important online marketing is for business success. Whether the reasons are time, money or just a lack of caring, it’s time to realize that the customers care and they are what it’s all about. In order to be relevant in this day and age, being online is a must. Having a website that’s search and mobile optimized, engaging on social media, and utilizing email marketing might seem like too much to worry about but once again … it’s all about the customers. Your customers are online and that means you need to be online, constantly reminding them that you exist and why your business is their best option. Follow some of these tips to improve your construction company’s online advertising efforts:

Credibility: Being licensed and bonded is legally required for most contractors so why not put this information where it is readily accessible to anyone that visits your website? By doing so, you’re putting any future clients at ease by proving that you are an honest contractor. Any additional certifications you have from associations, manufacturers or government agencies are great to display as well.

Mobile-optimization: Not only should you have a good website but it is necessary for it to be formatted for mobile use. Many searches happen on a mobile device so if your website isn’t mobile-friendly, that could cause you to miss out on a lot of potential customers. And the same principle should be applied to any email marketing you might do, ensuring that any email templates you send out are showing up correctly across different mobile devices and operating systems.

Get blogging: By having a blog on your website you can further connect with your customer base, keep customers up to date with your business and become a thought leader in the construction industry. Another important reason to have a blog on your website? To improve your company’s standing with search engines like Google, as they give preferential treatment to sites that consistently update and share relevant content. And not to mention, it gives you more content to share on your social media platforms!

Optimize for local SEO: Search engine optimization is the process of affecting a website’s ability to get traffic from “free” or “natural” search results on any search engines. Besides having a blog, other actions need to be taken to optimize your company’s local SEO. Not only should you make sure your site is primed for performance on search engines but it doesn’t hurt to create business profiles through the various search engines.

How to advertise a construction business

Although television ads used to be top-of-the-line advertising for construction companies, social media, trade print and event marketing are now the most popular ways in which to advertise. However, Trade Print (a newspaper or magazine) is 17.2% ahead of Social Media Media Marketing in effectiveness. Event Marketing is a close second. Phone books have the lowest sales results.

Eliminate Outdated Methods

So cut unnecessary marketing strategies out of your budget. These strategies may include phonebook listings, radio announcements, billboards and television advertisements. Instead, focus on marketing strategies that yield concrete sales results and build greater public awareness of your product. Draw up a balanced budget laying the majority of it into Trade Publication advertising in local newspapers and magazines. Then devote some of your money to event promotion and social media marketing. Develop a website.

Create a Tagline

Next, find the right words to define your business in print and online advertising. Construction Services and Commercial Construction are the designated taglines for 27.6% of construction companies. Choosing the right words to name your services can increase your customer search results both on online search engines and publication indexes.

Increase Exposure

Increasing your client exposure boosts your sales. Spread your advertising out across the most popular channels to gain new potential customers and web traffic. Build your customers’ awareness and increase your brand ambassadors who read about your products in the newspaper over breakfast. Grab the cutting edge market by developing a website and Facebook page and posting quality, personal and fun content on it.

From 2010 to 2018, the number of Americans with a social media profile increased from 44 percent to 77 percent. Additionally, a whopping 70 percent of businesses are now active on social media. With facts and figures like these, it’s become clear over the past few years that—no matter what industry you’re in—social media has gone from being an optional advantage to a hard and fast requirement for businesses of all types.

Why promote your company on social media?

Aside from social media marketing being worthwhile for keeping up with your competitors alone, substantial social activity and the traffic it results in also positively impacts your SEO. With better SEO comes greater online visibility and an increased likelihood your company will appear in local search results when a potential customer is in need of your services.

Social media can also enhance other marketing efforts by giving you data on the people who engage with your content the most through analytics provided by social platforms.

Yet, as the owner of a construction or field service business, it can get overwhelming trying to decide where to start when it comes to promoting your company on social media. By breaking down the process into easy steps, you’ll be able to up your social media game fast, and land more deals for your business as a result. Here are a few must-do’s to get you started.

Where to start

#1.) Jump on the paid social train

One of the core pieces of any successful social media strategy is consistently running social media ads targeted at potential customers. Lucky for everyone, zeroing in on social media users based on their interests, demographics and locations is easy with the targeting capabilities available on these platforms.

The first step to creating effective ads is deciding who exactly you’ll be aiming them at. For instance, if you own a residential painting company in Indiana, running YouTube pre-roll ads aimed at all North American business owners would be a waste of money. Instead, narrow down your focus to homeowners or commercial businesses in your region.

Next, you’ll need to decide which social media platforms you’ll run ads on. This can be done in a couple ways. First, if you’re already active across a variety of social media channels, go with whichever platform is already performing best for you—chances are high you’ll find more customers there. Second, you can try out all of the major social ad channels (Facebook, Instagram, LinkedIn and Twitter), and put more budget into whichever drives the most conversions.

#2.) Think carefully about what content to publish

Now that we covered advertising, the next step to successfully promoting your company across social media is marketing. Defined, social media marketing includes any unpaid posts or content you publish to your social media channels.

The way to get the most out of social media marketing is simple: be very strategic and mindful of the content you’re creating. Be sure the content will get you closer to your specific goals, whether those are more website traffic, more phone calls, more followers on social, or something else entirely. This is something we practice here at ExakTime.

For the construction and field service industries, some examples of quality social media content could be high-res photos of your job sites and projects from start to finish, or client testimonials—which are easy to spruce up using a tool like Canva or Google Drawings.

You can also create highly shareable, how-to content, such as a YouTube video teaching viewers how to properly lay cement or staff a project. No matter what content you decide to share, make sure that it will, in one way or another, convince viewers of your company’s expertise in your field.

Don’t forget to include at least one hashtag to increase the chances your content will be seen by people outside your immediate audience!

#3.) Network with key decision makers

One of the biggest benefits of social media that many seem to gloss over is how easy it is to network with high-profile individuals, companies or key decision makers who might benefit your business down the road.

To do so, create a list of individuals or companies you want to connect with. Then, using LinkedIn and Twitter, begin to thoughtfully comment on the content these brands or individuals publish. By starting a conversation and adding value where you can, you’ll begin to warm up the prospect and plant the seeds of building a strategic, yet meaningful, relationship.

By creating authentic relationships with influential people now, you’ll increase the chances of your company being “top of mind” in the future whenever those people need your help. The owner of a 5-star hotel may not need your high-rise window cleaning company at this very moment, but if you network effectively now, when they do need your services you’ll be the first business they call.

In this day and age, being active on social media as a company has become a necessary evil. Despite the time it might take now, by mapping out your goals, strategizing and getting your hands dirty, you’ll be ten steps ahead of your competitors for years to come.

Like many business owners today, construction business owners want to know how social media can help them promote their business to drive leads and increase sales.

Social media may not necessarily be the best marketing tool for every business but should be used regardless. With more than 200 million adult Internet users in the United States, 2 million Google searches a minute and mobile devices projected as the primary Internet connection tool by 2020, you must have a presence on social media. According to eMarketer, more than two-thirds of U.S. Internet users regularly use a social network.

Your customers can now control the messages they receive and how, where and when they receive them. In the past, companies have attempted to reach their customers by pushing a message out through a local newspaper or a radio advertisement. But today, customers look for information online to find the products and services they need.

Social media and other digital technologies provide a great way to deliver relevant content to interested customers. U.S. companies ranked LinkedIn, company blogs, Facebook and Twitter as the top four social media tools that helped them generate leads.

How to Get Started

Put all of your ideas about what you can do online on paper, and develop a plan to meet your objectives.

First, consider the various social tools available and how to use them. Over time, you will be able to determine which tools have the biggest impact for your business—the ones that drive the most inbound leads. Keep these points in mind:

1. Develop Strong Content

Regardless of which social tools you use, the content you generate must be well-written, relevant and of interest to your target customers. Sometimes, it can be informative and professional, and other times, it can be fun and entertaining. You want your viewers to share what you say with others.
When preparing content, think about the terms and phrases your audience might search for on the Web. Try to include critical, relevant keywords and phrases in your content. Many of the social media platforms index content for search engines, which can help you promote your company online without investing in additional paid advertising.

2. Communicate Through Word of Mouth

Social media grew from word-of-mouth. People go to social networks because they share a common passion or interest. For instance, if someone owns a particular brand of equipment and loves it, he might want to keep up with news from that manufacturer—if he “likes” the manufacturer on Facebook or follows them on Twitter, he will get updates from them anytime they post something. These updates will fuel his interest and make it easier for him to keep in touch with the company and product. To develop a following on social media, regularly post relevant news about the projects you have completed or special promotions to keep your name in front of them.

3. Connect with Others

Connect with bloggers, publications, associations and other influential people in the industry to keep your name out there. Start by establishing a LinkedIn account. You will be surprised how quickly you can find your customers, potential customers, suppliers and other complementary businesses in markets that your company serves. Do not be a pushy salesperson. Simply have a presence, and update your information from time to time.

4. Share Your Expertise

One of the most commonly used tools for managing content across social mediums is through a company blog. Blogging can help you establish your company as an expert in the field and as a resource. It gives you a way to keep fresh and relevant information on the Web. Here are few ways to use a blog and other social media sites:

  • Announce a new product, service and new hires.
  • Express your company’s personality. Blog postings can be fairly informal. Share information that communicates your company culture.
  • Communicate your success. Have you won any awards or attended any trade shows? Have you been featured or mentioned in any articles in local or industry business journals?
  • Showcase the work you have done. Post testimonials and case studies about projects you have completed or customers you have helped. You can even post project photographs.
  • Once you develop content for your blog, link it to your website and other social media sites.

5. Advertise

Advertising online, particularly on social media sites, can be extremely cost-effective. It allows you to target specific geographic areas and demographics within those areas to reach only those with a verified need or interest in your products or services. For example, a homebuilder who targets three counties in New York can advertise to a certain age or income demographic in those counties, which eliminates the cost of reaching people who do not fit the customer profile.

How to advertise a construction business

It’s been awhile since my last blog post (if I had a nickel for every time I said that!). A long while actually. I’ve just been busy. But this blog post was inspired by another project we’re doing at Gorilla so writing it, well, I couldn’t really come up with a good excuse not to write it.

For said project, I’ve been reviewing lots of company films. In reviewing these films, I stumbled across the below gem of a construction advertisement from The Korte Company and it reminded me that bar none, hands down, this is the best construction advertisement I’ve ever seen and has greatly inspired Gorilla’s work. I’d even argue it has indirectly influenced us to go down the path we have – that of specializing in construction advertising and B2B web-marketing.

Here’s the piece.

For what it’s worth – we didn’t do this piece. Not that you were assuming we did, but I just wanted to make it clear, as we handle all of The Korte Company’s current work (view case study). In fact, this project was done by Tom, Dick and Harry out of Chicago before we were ever even brought into the picture.

What makes this ad so great?

For one, it’s spot on. If you’ve met anyone from The Korte Company or have done any sort of business with them, this video captures their personality perfectly. They’re hard-working, not a bunch of suits, believe in the handshake and do the job right. Kudos to the creative team on this project – you wrote and directed a spot that felt as if you yourself worked at Korte. You created something ownable. That’s great advertising.

Second, it evokes emotion. If this point needs explanation, check your pulse. This piece makes me “believe in things again.” Makes me believe in a local company’s ability to go national. Makes me believe in the American dream and the idea that we can all leave our name on something big. After all, buildings affect all of us. A lot. But have you ever thought about the engineers and architects that crafted the masterpiece you call “the office” or “church” or “home?” Melodramatic? I say no. Watch the spot again. It’s that good.

With said emotion, comes the innate human need to share. And this spot makes me want to do just that. I remember the first time I saw this. I was an ad nerd. Still am actually (ask my friends). Immediately, I sent it to everyone I knew that would appreciate it. That’s because it evoked emotion in me. It’s because it had an element that I wanted again and again. It told a story I’d never grow tired of – still haven’t today, in fact. This construction advertisement had the components of viral advertising. I love that. Especially in unexpected places. But here’s a question – why is it unexpected? Why is the bar set so low in construction advertising and industrial marketing?

Finally, plain and simple, it’s beautiful. Flawless, really. Great copywriting is a disappearing trade. And I think we have the internet and mobile devices to thank for that. Yes, people are writing more than ever, but it’s all about “good enough” now. Not “perfection” like it used to be. I’m guilty. There’s no doubt. So it’s very apparent when a copywriter, who’s great at his craft, has had his hands on a piece. And this piece, well, such a writer has definitely penned.

How this all applies to construction advertising today

“Great” you’re probably thinking. “But how does this apply to me. I can’t afford a big budget piece like that. And really, what kind of ROI does such a piece deliver?”

To be honest, in today’s time and place in B2B marketing and construction advertising, and knowing the potential of web-marketing, I’d argue that it is tough to justify a large spend on a piece of construction advertising like this. After all, it’s no secret that budgets aren’t exactly fat in AEC marketing right now. And construction advertising like the above – it ain’t cheap. But the takeaway is this – take your marketing serious. Strive for perfection. Capture your brand in a way that others crave. Lose sleep over that eighth of an inch!

Whether a blog, online video series, or just a well-written website that is sales smart (lots of strategic calls-to-action), your online presence needs to do more than just be “cool”. It needs to deliver leads, nurturing and thought leadership. It needs to help you grow your business. We’ve put together a guide to help b2b industrial companies do just that.

For some background, about a year ago I started a remodeling company. I've been using service like thumbtack for generating leads, but the leads they provide rarely play out, and the prices they charge for these leads are sometimes ridiculous to say the least.

I'm wondering how you guys would go about marketing for construction? I'm great at the work I do, I can build anything from the ground up, and it looks beautiful when I'm done. But marketing is not my strong point. I build for a living, not market and advertise.

Word of mouth and referrals are great, but hardly bring in the business I need to grow.

Any advice on where to go or the next step in terms of marketing? Or any marketing people or firms you would suggest?

SEO but don’t get scam. Try looking for a local agency that does it in your area. Make sure their website has ranking too.

I've been looking into SEO for sure, but some of the companies come at me with a huge amount. I get that what I put in determines what comes back to me, but I'm a 1 man operation for the time being, so any significant chunk can hurt my bottom line.

This! Start your own website and begin managing your own SEO/AdWords. It sounds scary and unachievable but it’s not. The contracted SEO services are virtually impossible to trust, especially for a small business. There are dozens of precanned website builders, I switched from WordPress to Wix and began with url titles matching keywords. Then moved to back links on all possible outlets: google maps is a huge one for local business. The open up your adwords and be hyper focused not broad or you’ll blow your budget.

> Word of mouth and referrals are great .

In the neighborhoods where you work — start reaching out to all the Real Estate agents on a friendly professional networking basis. ASK if they know anyone WHO could use remodeling help? The more of these people you call, the greater your odds of connecting with an opportunity.

> I can build anything from the ground up, and it looks beautiful when I'm done.

Austin Kleon has some great advice in Show Your Work. Simple Before/After photos on your website work great. Add a short story for context and details.

I definately need to get better at pictures. A lot of times I just jump right into the work and dont stop to think about pictures until I'm closing the file and already off the job

Do you have a website? When I'm looking for renovations, I almost always use referrals / word of mouth BUT with the caveat that I want to see what projects people have done in the past, and that's way easier on a website.

You can throw together something w/ a template pretty quickly and put up pictures of your best completed projects. Try to include a few pictures with you in them, as I'm always a little suspicious of contractor photos because you don't actually know THEY did the work and having a human face in a couple photos helps dispel that suspicion.

Aside from that, door hangers in neighborhoods that fit your target demo? Yard sign in the house that you are working in at the time? Advertise on Nextdoor or other neighborhood websites? Offer to sponsor a neighborhood association meeting? Advertise in school or church bulletins in areas with lots of renovation potential?

I do have a professionally made website, and I'm very happy with it. It looks great and when people see it I get a lot of compliments. Getting people to see the website on the other hand is the bigger issue I'm trying to solve.

And yard signs are a great idea, relatively cheap but has a big brand to it. Never thought about schools and churches in the area. Thanks

So in addition to the good information that is already on here (website, etc.) you should consider posting on Craigslist and other job boards that people are searching on. Try and put yourself in the customer's position and ask yourself where you would go if you were looking for a company like yours:

Non-digital wise, check with your town hall about welcome packages for new home owners. Do they (or a local business beureau or town economic development agency, etc.) currently offer that kind of thing? If so, make sure you have some kind of post card with your contact information a link to your website on it. More than likely it will get thrown in a drawer, but the chances are decent that it will be the first thing the new home owner reaches for when they need something.

For social media, ads are great but you're going to have to really dial in your demographic. What kinds of people are going to be looking for your services, and can you accurately spend money reaching them? Probably not. You'll get much better traction by finding a local Facebook group to share your business post to once in a while. Try searching for "Town Name Information Swap" or "You Know You're From Town Name When. " in the search bar and see what groups pop up. Because your shared post gets pushed right in front of the target audience, it's much more effective than throwing money at vague "Facebook impressions".

The last bit I would mention is to step up your Yelp (etc.) game. Angie's List, Yelp, Yellow Pages, etc. are all resources that your potential customers are going to be searching for you on. Do not get suckered into paying for Yelp's bullshit, or anyone else's, just ask some of your clients to leave you a review if they were happy with your work. Sometimes it's a hard ask, but the more you do it the easier it becomes. And you'd be surprised how many people like to share a positive experience! And don't be afraid of a few two or three star reviews – it helps add authenticity (as long as you make sure to address their concerns).

Owning a construction company isn’t like it used to be. In the past, you could rely on word of mouth or put an ad in the paper. People used the Yellow Pages, and things seemed much simpler. In 2016, those traditional platforms aren’t enough – online advertising is now crucial to a successful construction company.

There are many things you can do to better market your company . This includes establishing credibility, having a mobile-responsive website design, optimizing your Google business profile, utilizing social media, and outsourcing when you need help.

How to advertise a construction business

We’ve compiled a guide to help you advertise your construction company online. Follow these five steps and let us know how you do online marketing in the comments!

1. Establish Credibility

Integrity is important in any business, but especially in construction. We’ve all heard horror stories about dishonest contractors.

A great way to establish credibility with a prospective customer is to showcase your contractor license bond. Start by sharing a surety bond definition and educate your customers on what it means to them. You could even showcase a detailed contractor license bond guide explaining how these bonds work on behalf of your customer.

Being licensed and bonded is legally required for many contractors, but placing this information where it’s readily accessible on your website signals that you’re law-abiding and honest. In addition, display any special certifications you have from associations, manufacturers, or government agencies. Make sure your clients know that you’re insured and bonded and start your relationship off on the right foot.

2. Make Your Website Mobile Responsive

With every day that passes, mobile devices become a larger part of life for many Americans. If you want your website to show in searches, it’s important to have a mobile-responsive site. These days, Google penalizes sites that are not responsive – not to mention it makes for a poor user experience.

In 2015, more than half of searches were on a mobile device . This means that having a website that’s not mobile-friendly may turn potential customers away. Not having one also means you risk not showing up on the first page of the search results.

You don’t have to be a web designer to design a great site that’s mobile responsive. WordPress and other popular content management systems offer inexpensive or free responsive templates and plugins. Plenty of construction management software also integrates with website design. If you haven’t upgraded your website, this is the year to do it.

3. Optimize for Local SEO

If you don’t have a Google My Business profile , you’re missing out on free advertising. When you have a profile, you show up on the map, in searches and on Google+. If you already have a Google My Business profile, you should optimize it (and don’t forget about Adwords campaigns !).

Start with the introduction. The length of the intro text should be at least 250 words. List the five closest cities to your listing and your top seven services or products. Next, use images taken at your verified location on a mobile phone. Make sure your phone’s location settings are turned on, so that Google will detect you.

Google My Business is just one aspect of local SEO . Place your name, address, and phone number on every page of your site and verify that it’s consistent in all of your profiles.

4. Use Social Media

Social media isn’t just a thing kids do. It’s an important part of business and marketing. You can opt for paid advertising on social media, but there are other ways to employ social media to your advantage .

First of all, it’s a good idea to develop your social profiles. The content of these profiles will allow you to appear several times in the search engine results. Taking up more of the top spots means that your competitors will appear lower in the results – which is good news for your business.

LinkedIn can be particularly good for some industries, including construction. Both residential and commercial patrons like seeing details about your company. Twitter and Facebook can be both personal and professional, but LinkedIn is a professional network, which increases credibility.

5. Enlist Some Help

Not every construction company is able to take care of all of its advertising itself. Sometimes, hiring individuals for marketing roles can be costly. Outsourcing can be the more affordable and effective way to take care of marketing. There are plenty of options, from hiring an agency to posting a freelance position on Upwork. Freelancers or agencies can take care of tasks like optimizing your website, creating graphics, and managing pay-per-click campaigns.

Advertising in today’s world may not be what you’re used to, but that doesn’t mean you can’t be successful at it.

Remember these easy steps to take to improve your advertising efforts. Use your construction bond to establish credibility, u pgrade your website if you don’t already have a mobile responsive site, and optimize your local SEO. Stay active on social media – and know when to ask for help.

What’s helped you in advertising your construction business online? Share your experiences in the comments below.

Whatever your reason for doing it, starting your own construction business, as with starting any other kind of business, comes with a lot of work and a lot of paperwork. Luckily for you, we’ve provided some helpful tips and reminders to get you started planning and building your unique brand, along with the particular laws and requirements you need to keep in mind.

Social media presence is a must

As with any other business nowadays, curating a social media, or at least an online, presence is necessary to help your business grow and reach a wider audience. If you’re tech-savvy, you may want to create and keep up numerous social media profiles for your business or hire a social media manager to do it for you.

You can also pay for advertising on other sites or do your advertising with your own social media pages. Especially during the pandemic, when working from home is still recommended more than in the field, advertising through the internet provides a great opportunity for your business to be seen.

Start small and expand from there

Accept that you’re still a small business, and while you might have the capital for something as expensive as a construction business, you might still have a long ways to go. Whether you plan to remain on the local scale or expand to something bigger in the future, it’s always a good idea to keep your ambitions and expectations small before gradually expanding it to accommodate something larger.

This could mean a smaller workspace, a modest workforce, or less equipment than you had initially planned. But if you plan to expand in the future, it’s all a matter of building up your reputation and getting more profit to make that plan a reality. If you’re worried about not being able to do many jobs with a smaller workforce, you can start by taking smaller jobs as well. Nothing too big or grand.

After all, the big giants of the industry had to start somewhere. Plus, you’re still testing out the waters. Once you’re sure that you have enough room and capital to grow your small business into what you want, then you can begin to think about expanding.

Invest in safe and reliable equipment

If there’s one thing you may want to splurge on, other than perhaps insurance, it’s your equipment. You can never be too careful when it comes to something as delicate and potentially hazardous as construction. Besides keeping your field workers safe, higher quality equipment ensures that you get the job done in the most efficient way possible.

How to advertise a construction business

You can buy a good deal of essential equipment — from forklifts, quality backhoe loaders, and excavators — from any reliable dealer, so long as both the dealer and the equipment’s brand are well-trusted and of high quality. Since you’re starting as a small local business, you might start with a small quantity, but the quality of the machinery should make up for that.

Besides heavy on-site machinery, you might also want to invest in construction management software to help streamline the process. It can help you keep track of your tasks, jobs, sales, and orders. You can access it straight from your smartphone, so you don’t have to worry about losing important papers or leaving them at home.

Get all the necessary paperwork and permits as soon as possible

The first thing you should probably do when starting your own construction company is to ensure that you have all the necessary business permits and essential paperwork filled out and submitted. Before you can even begin to think of your equipment, you’ll have to think of a name for your company, decide on a business structure, and register as a contractor, among other things. Depending on the area, you might be required to have the right permits and a city license on hand as well.

We know it can be tedious and confusing, especially for someone just starting, but getting all the paperwork done from the start can save you a lot of time and trouble in the future. For a comprehensive list of all the requirements for a small business, take a look at this resource.

Don’t forget insurance

As a construction company, you need to have contractor liability insurance in case things go wrong on-site. No matter how safely you play it, there is no guarantee that things will always turn out a hundred percent fine. Accidents can happen at any time, especially on a construction site, and it’s always better to be ready when or if they happen.

As a small business owner, you are responsible for your health insurance and your workers and employees. Like with your equipment, insurance is one other thing you don’t want to skimp out on.

Be aware of OSHA guidelines

This should be common knowledge, but always be aware of OSHA guidelines and make sure that all your employees are kept up to speed. Especially during a pandemic, when field workers have a higher risk of contracting COVID, it’s important to know what you can do to prevent it and ensure that all your employees are healthy and safe.