This simple marketing and content plan is based on our Marketing 3-4-5™ approach and shows how every local construction business can clearly and effectively market themselves online without requiring much time or expense.
Scroll down for step-by-step examples to help you rapidly create content that is relevant, compelling, yet requires zero creativity for your Construction Business or HVAC Service.
New construction, additions, remodeling, and maintenance have become increasingly prevalent yet where can someone turn? Local construction businesses and HVAC are, in many ways, a dime-a-dozen yet for most people finding quality a contractor is hard and recognize they're a fit is even harder.
Alternatively, contractors buying leads on the outside hope of converting clients is an expensive proposition that's often simply a race to the lowest price.
You have a chance to build your brand and attract the sorts of clients and projects you want - not merely "stay busy" by taking any job you can.
Once you have a page on your website about your various offerings - that is, the types of projects you want to take on, marketing your construction or HVAC business can be as easy as sharing recent project activities. Each job that represents your preferred type of opportunity should have its own post and it should include:
Ideally, you should include a series of pictures from various stages of the project.
Highlighting a Project literally reminds people of what you do, your client is likely to promote the post to their friends and contacts on social media who have similar construction or HVAC needs, and when you are talking with someone about a future project you can reference similar jobs on your website to support your sales activities.
Whether you have 2 employees or 20 recognizing them in a blog post is an easy way to reward them for a job well done while helping people get to know your business.
You have a few options to recognize employees. You can recognize employees regularly as an employee of the month, you can recognize them in an ad-hoc way when customers report a great experience to you or even celebrate new hires or work anniversaries.
This is also an opportunity to identify any unique skills or experience they bring to the team and, if relevant, ways you are using their know-how to train up other members of your team.
If you're hiring, including a note at the end of each Employee Recognition post alerting and linking readers to your job openings is a great way to use marketing to build your team - there are, after all, 3 reasons to do marketing.
Do you have a vendor or subcontractor that you've worked with for years or has recently gone above-and-beyond on a project? Taking a few minutes to recognize them is a great way to show your broader 'team' while also driving greater reach with people in the community.
Alternatively, are there businesses that regularly send you referrals or to whom you regularly refer people? In particular, if you just got a referral that paid off from another business this is a great time to show them your appreciation.
A simple post explaining the nature of your relationship and a simple Q&A with your partner is fast and easy. A few questions we recommend include the following (download our free recognition prompts here):
When you do this, you're showing you're a team player when it comes to the community, you get to share why other businesses think you're great, and you tap into your partner's audience all without breaking a sweat.
Alternatively, if you've had a lot of rain, snow, heat, drought etc that impacts your industry and clients that's worth addressing.
Reminding people it's time for service, that they need to replace their smoke detector batteries or air filters, and providing maintenance suggestions is an easy way to have content year-round. More than that, combine this reminder post with a recently completed project to have a fresh version every year.
This is a great opportunity to empower people to address basic needs while building rapport with them. Who would you rather work with, the business that helped me be successful or the business you've never interacted with before?
There are a lot of us that aren't the handiest individuals.
In many cases, we don't have the basic vocabulary to communicate our problem and we feel stupid when trying. If you can help me avoid the risk of feeling dumb you may earn my business for that very reason and, if nothing else, you'll educate more of your customers so that they become easier to work with and better understand your true value.
Whether there's a risk of physical danger or simply causing damage that's expensive to repair sharing these insights is important. More than that, when you do so you can include a Call-to-Action (CTA) where readers can quickly ask for help when they reach the point where they need an expert.
Let's face it, where you live matters to you - and it should. Why not highlight local causes you support? Do you host fundraiser nights or do you regularly get solicited for donations?
Yep, you can create posts and recognize these activities on your website.
This makes you look good - it's ok to make yourself look good - and it shines a light on a local organization you care about in real life.
Go further by highlighting Local Connections™ and feature local events in a community calendar, we have an app for that ;)
Don't forget that the blog lives on your website and follow our suggested approach to post and distribute content online. Watch as we create a custom blog post for our business in just 10-minutes using one of the many prompt-based-templates available for use.