Taking Marketing

As more local consumers look for construction companies online, if your marketing plan is still primarily offline, you could be missing out on customers. Luckily, you don’t have to start from scratch when developing your online marketing plan. You can transition many types of offline advertising you may be doing now to the Web.  Here are five ideas to consider: 

Yellow Pages to Search Advertising

Yellow Pages traditionally have been a popular marketing tactic for building and construction. Yet, a recent study by Search Engine Land found that 85 percent of consumers have used the Internet to find a local business. Search engine advertising is an effective way to make sure they find yours. In fact, Google revealed that paid search advertising significantly boosts site visits, even with a high organic listing. Plus, by taking a few steps to optimize your search advertising campaign, your company can get the most out of your search advertising and generate more leads from local customers looking for construction companies than from the Yellow Pages alone.

For example, a few years ago, a Chicago-based remodeling company had no Web presence and spent all its advertising dollars on phone book listings and newspaper ads.

With very few leads and no return on investment, the owner realized his customers were spending more time online. Now, he pays 75 percent less per month than what he spent offline, and he can track all his results from click to call to customer.

Billboards and TV Ads to Display Ads

Offline display advertising can help you share your brand with a large yet very general audience, including many people who may not be interested in your services. Using online display advertising allows you to build brand awareness with a more targeted audience, like homeowners, and measure your efforts more effectively. 

Marketers are now spending more money on display ads than ever before, with an estimated growth of 24.1 percent from 2011. So even as a local company, if you aren’t targeting consumers through online display advertising, your competition might be. If you’re currently investing in offline billboard or television advertising, you might consider transitioning some of your budget to advertising online.

Surveys to Online Reviews

Feedback forms and phone surveys are a great way for your customers to share their ideas about your business, as are online reviews. Asking satisfied customers to leave reviews about your business online can significantly help build a positive Web presence. When you do, consider developing a reputation management strategy in order to monitor and manage what others are saying about your business online.

Direct Mail to Email

If you currently use traditional forms of direct mail advertising – flyers, print ads, coupon ads, circulars, etc. – then you realize the importance of sharing information about your business to your local consumers. But are you also reaching your potential customers online? Fortunately, you can take much of what you’re already using in print and implement these same messages through email marketing.

This can help your business become more competitive and make your marketing more efficient. For example, most email marketing platforms track items like click-through rates to evaluate what content performs best, allowing you to test and adjust your marketing.

Make sure you are collecting customer and prospect email addresses online and offline to build a valuable email subscription list, and also notify your customers that by sharing their email address they are opting in to receive communication from your business.

Offline Coupons to Online Offers

If you promote coupons and special offers offline, there is a large subset of consumers you could target by distributing these coupons online as well. You can promote your offers on your blog, website, or even on your social media pages to boost engagement and build brand awareness.

Plus, offering deals on social media as “first come, first serve” is a great way to build excitement around the offer. There are also many sites that can promote your specials, including Groupon, LivingSocial, Google Offers, AmazonLocal and Facebook offers. The next time you have an offer, consider promoting it online as well.

Implementing any of these forms of online marketing can help you build your Web presence and increase brand awareness with your local consumers. Plus, using online marketing tactics can provide insights defining your marketing strategy’s performance, allowing you to determine the most efficient way to spend your time and money.

Overall, it’s important to balance your offline and online marketing according to what works for your business, in your market. Take the time to measure which strategies are working so you can invest in the activities that are generating the most leads, ultimately helping you build your business.

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