Excellent marketing advice by Gabriel Faucher
Being an owner of a construction company can be quite a challenge. From getting your business’ name known to staying in the competition, there will be moments that you want to give up. Fortunately, your dreams are not over yet, having some successful construction companies is still very much achievable with the best marketing advice. If you need some guidance regarding marketing strategies for your business, this article will come in handy.
Making Sure You have a Good Brand
Your brand serves as an identity of your company. It would be the initial factor in acknowledging it as a source for making buildings and as a competition to others. Therefore, the branding phase is usually one of the critical steps you make in the business. If you already have picked a brand, it is best to review and test its possible impacts.
- Allocate Enough Budget
Creating a brand requires a budget. The budget mostly covers the logo and the first year of advertising. You can either make your own logo or hire a professional designer. The logo should mirror the expertise of the construction companies or at least be obvious in the companies’ slogan. In making your plans for the advertising, you have to investigate the budgeting process your competitors have undergone. Doing your research will help you decide how much you are willing to invest in the project.
- Hire Reliable Workforce
Another thing your brand requires is the best people. You would have to evaluate the people who will create your company’s success. They must be experts in their fields and are willing to face the challenges of the business. It is of particular importance to back your company with reputable names as they will appear on your ads and social media accounts. They play an essential role in the company’s reliability.
The brand is the first thing your customers will evaluate. It is essential to make your brand shine for the customers to keep coming back for your services.
Putting the Customer’s Needs First
Saying that the “customer is always right” is never enough to please them. The little things your company can do willcount as the most sincere actions. Your business should be able to do simple yet honest things to show how much you value your customers.
- Provide Simple yet Genuine Advice
One of the simplest tasks you can do is to offer a pamphlet of budget saving tips. The tips can include the ways to save a building’s electric energy or about how to maintain a healthily green environment. Your customers will appreciate that you are genuinely providing them comfort and quality services.
- Invite them to your Company’s Social Functions
Another task that you can do is to invite your former clients to your company’s dinner, party, or cocktail events. You can get updates on the quality of your services, as well as re-establish business partnerships. You can also be ensured of several future projects at these gatherings.
The little actions like an extra advice and friendly invitation will show your customers that you value the relationship you have with them. These measures can serve as your secret weapon that no other company in your field has.
Building businesses, such as construction companies, needs an extra effort and careful planning. These tips may not be the only marketing advice out there, but you will be delighted with the number of profits you can reap after following this guide. You’ll have a high chance of achieving your dreams to become a successful business person in the construction field, after all.
Author Bio: You can reach Gabriel Faucher through his Facebook page or email him at Gabrielfacher@gmail.com.
Even though I focus mostly on blogs and online marketing, it’s refreshing to get out from behind my laptop and see how actual lawn and landscape companies run their marketing campaigns.
CE Pontz Sons Inc. is located in Lancaster, Pa. They’ve been in business for many years—starting back in 1934. Since that time, they’ve evolved into premier outdoor living and water features experts in Central Pa.
Bobby Kenyon, Creative Solutions Guru at CE Pontz, shares how magazine ads have helped bring more prospects to his company’s door:
How often do you put out a magazine ad? Is it during those seasonal peak times–late winter/early spring, late spring for summer services and late summer for fall services?
BK: Typically March through May and again in the fall, September, October. The spring rush usually gets us booked pretty far into the summer. Then we do a second push to try to get us as far into fall/winter as we can.
Do you cover just Lancaster County magazines or do you extend to York, Dauphin, Berks and other Pa. counties?
BK: Lancaster County Magazine & Susquehanna Style. Susquehanna Style covers most of Central Pa. We like to keep our service area as local as possible but we do have clients in and service all surrounding counties including York, Dauphin, Lebanon, Berks and Chester. We will also begin advertising with FIG Lancaster starting in the fall.
How have magazine ads increased your business? Do you include a coupon with your ad? Do you think that helps?
BK: Our ads attempt to create a personality opposed to just offering a service and a discount. I try to make it just as much about who we are as what we create. We don’t really do much maintenance work which is typically a coupon type service. We do not offer coupons in our ads. Our main focus is designing and creating one of a kind Outdoor Living Spaces and Water Features. I believe coupons to be more of a maintenance service approach.
Who designs your ads? What input do you have to make them eye catching and encourage folks to make an appointment?
BK: I design all of our ads myself in house. I’ve been with Pontz for 11 years. Who better to tell our story than someone who knows our business inside and out? I know our crew and our quality of work better than anyone else, and that’s what I try to promote.
What do you want to add about magazine ads success in bringing more prospects to you?
BK: I honestly can’t say why they work, and I’m not sure they do for everyone. I think the fact that I’m telling the story I live everyday certainly helps. I also see a lot of companies that use the same ad time after time and never change anything. I think that can say a lot about a business. I design a new ad for every issue we advertise in. I’m sure this can be quite an expense for most companies. Especially ones who don’t have an employee dedicated to marketing in house. But it is something people definitely seem to notice, and it gets them to pick up the phone. I would say probably 80% of the calls we get for work come from someone who say they saw our ad in a magazine.
Now it’s your turn. What advertising or marketing campaign has worked best for your company? I would love to hear your story—especially if it’s word of mouth marketing. You don’t have to be my client to share your story. Just email me at email@example.com. You can learn more about CE Pontz Sons, Inc. on their website.
The Landscape Writer ~ Proudly Serving Business Owners in Lawn Care, Landscape & Outdoor Living
Do you make sure that there’s a CTA at the end of all your online marketing communications?
Do you know what a CTA is and why it’s so important?
The Anatomy of a CTA
A CTA stands for “Call to Action.” It’s a sentence or two that you plug in at the end of your blogs, website copy and other marketing materials to help folks easily contact your landscape, lawn care or outdoor living company.
Some of you may balk at the idea of putting your contact information at the end of every blog or at the end of each web page you create. However, a CTA reminds readers what they need to do to get in touch with you. You can also add a contact information button on each of your online marketing communications too. Just add a reminder in your CTA for them to click that button to learn more about your company or to get in touch. Here are five other reasons why your online marketing communications needs a CTA:
- It helps direct your readers to the next step of the sales process. Do you want them to download an infograph? Fill out a contact form or watch a video? Whatever you want them to do, give them directions … with inbound links included … to go to that next step.
- It helps readers take that next step. When you provide a phone number, consultation link or a contact form, you help your prospects know what they need to do next to make an appointment with you.
- It helps with the entire sales process. By guiding your readers to the next steps, you’re moving them closer to becoming customers.
- It makes it easier for your prospects to go to that next step. Imagine going to a service website and really being impressed. You want to contact this company for a consultation. Yet, on that particular page you’re reading, there is no direction or contact information available for you to make that next step possible. What do you do? You go to another company with similar services that has a CTA on each web page and at the end of each blog. Since you’re pressed for time, you can quickly click on that link, fill out your information and go to the next task on your list. Remember: It’s all about your customer.
- It makes you look more professional. By having a CTA with links and a phone number, you look more professional and customer-friendly. You’re telling the prospect that you understand that they’re busy and you value their time. Thus, you’re going to make it easy for them to take that next step.
As you can see, a CTA is vital to guiding your prospect onto the next step through the sales process.
Here’s an example: If you need a professional copywriter to write your web copy, blogs, case studies and other online marketing communications, please fill out my free consultation form or call me at 717-381-6719.
The Landscape Writer ~ Copywriting Exclusively for the Lawn & Landscape Industries
Over the past three years, I’ve spent a lot of time sharing my blog ideas with residential lawn and landscape companies. Now, I’m turning my attention to you in commercial lawn and landscaping.
Why do commercial landscape companies need a blog on their website?
To reach out to your sales prospects and current clients—explaining the services you provide, why they’re important and how your company can make their property look its best.
Here are some blog topics to get you started:
- How to Find the Right Commercial Landscaping Service for Your Business
- Why Your Commercial Space Needs TLC from a Landscape Pro
- How Our Landscaping Services Make You Look Good—and Help You Sell More
- Keep Your Clients and Other Visitors on the Right Path with Landscaping
- Keep Those Unsightly Boxes, Conduits & Cameras Out of Sight with Landscaping
Just like residential landscape contractors need to keep their clients’ problems top-of-mind when producing their website content, so should you, as a commercial landscape contractor, think about what problems you can solve for your clients.
Do you want help writing blogs and other content marketing for your commercial lawn and landscape website? Then call me, The Landscape Writer, at 717-381-6719, email me at firstname.lastname@example.org or fill out my *free* online consultation form.
National Association for Landscape Professionals (NALP), “5 Secrets to Award Winning Commercial Landscapes,” LoveYourLandscape.org.
Ibid, “7 Ways to Make Your Property Safer for Pedestrians,” LoveYourLandscape.org.
Ibid, “7 Ways That Landscape Design Can Improve Your Building’s Safety,” LoveYourLandscape.org.
To help you celebrate National Lawn Care month, I came up with 3 (and more) blog ideas for you.
This is the time of year when you need to utilize your blog and other social media outlets to tell the world—or at least your local audience—what you do as a lawn and landscape maintenance company; why you do it; the benefits of lawn care and landscapes; and how lawn maintenance improves the homeowners’ curb appeal.
My newest blog in TURF gives you 10, yes 10, free blog ideas to help you celebrate National Lawn Care Month. Help your readers to understand the importance of lawns and good lawn management practices. Even offer a 10% coupon off for all mowing during the rest of April. Read more, http://goo.gl/HFIHt6.
If It’s Not, Here are 5 Reasons Why It Should Be
- You mostly serve people living in your region. Your neck of the woods is where your localization efforts need to take place. You want to let those people know that you exist and why they need to hire you.
- Localized marketing, such as blogging and Facebook, keeps your current readers updated on current lawn and landscape problems and solutions. It also reassures them that you’re the one to call to help them solve those problems. For example, if you’re a lawn care company, you can blog about different fungal diseases that could be plaguing your readers’ lawns at different times throughout the year. At the end of the blog, add that folks can send you pictures of their lawns for your diagnosis.
- Even though the traditional Yellow Pages are going the way of the dodo bird, doesn’t mean that you give up targeting your geographical audience. Instead, you should invest your marketing dollars into best marketing practices, including localized Internet marketing.
- Find the right people to help you. Again, find an Internet/Web marketing agency that specializes in localized Internet marketing. Find writers, videographers, and graphic designers who are at least familiar with the green industry. And if you can find a professional who specializes in the green industry, all the better. A green industry writer understands what you do, as well as how to take complex information and write to your readers’ levels.
- Budget and invest in Internet marketing. It’s too easy to give up and say you’re not tech savvy or that professional Internet marketers, writers, and videographers are too expensive. Call around and find out how much each service will cost you. And if you can’t afford it now, can you put back a certain amount of dollars and cents to invest in those services at a later date?
Have you incorporated your region in your lawn care, landscape and outdoor living website? If not, why not?
If you’re a lawn and landscape owner/operator, you’ll be pleased to hear that Matt Hudson of the Strategic Landscaper and me, the Landscape Writer, have decided to partner up to pool our services. We’re still separate businesses—but want to provide you with a combined service so you have a one-stop shop rather than having to hire lots of vendors to work on your website and content.
So without further ado, here is my interview with Matt Hudson:
WK: Please briefly explain who you are, your history as a landscaper, and what/who the Strategic Landscaper is?
MH: I am Matt Hudson, and I have a Bachelor of Landscape Architecture degree from the University of Georgia, 1998. I have over 20 years’ experience owning and operating landscape design-build and maintenance companies. My primary focus has been landscape design and business development. I have spent a significant amount of my career developing landscape companies and focusing on marketing and sales strategies. I launched Strategic Landscaper in Jan of 2015. Strategic Landscaper is a business development resource for landscape professionals.
“My goal is to help landscape professionals optimize their time and efforts by leveraging the information and technology of today to create a rewarding and profitable business that doesn’t own them. A business that creates balance, health and profits in harmony, as natural as an acorn develops into an oak tree.”
WK: What services do you provide?
MH: At Strategic Landscaper, we offer business development resources for landscape professionals:
- Online training courses for business development
- Web development services
- Graphic design services
- Custom Internet marketing services.
WK: Why do you think a partnership between the Landscape Writer & the Strategic Landscaper will benefit the landscape/lawn care/outdoor living/green industry business sector?
MH: In today’s day and age in business it’s all about SPECIALIZATION and the application of specialized knowledge to grow your business. Both the Landscape Writer and Strategic Landscaper specialize in the Green Industry and offer a one-of-a-kind services for landscape professionals. These unique services allow landscape professionals to receive more value for their investment, learn new and innovative strategies specific to their industry and attract the right customer for their business.
WK: Why should the owner/operator choose us over a generalist website developer and content writer?
MH: Specialization. We understand both the needs and wants of the landscape professional and more importantly the needs and wants of their target market/clients so we can produce products and services to attract the right customer for their business.
WK: How do you envision the collaboration of services for now and in the future?
MH: I see Strategic Landscaper and the Landscape Writer working as strategic partners who will share resources, ideas and leads that will mutually benefit each other. I believe our commitment to excellence and professionalism will allow us to be known as the go to team for professional copywriting and business development, services and strategies for landscape professionals.
WK: How does an owner/operator get in touch with you, the Strategic Landscaper?
- Strategic Landscaper’s website: strategiclandscaper.com
- Email: email@example.com
- Phone: 561-319-2474
WK: How does he/she arrange to use both your website/SEO services and the Landscape Writer’s writing services?
MH: Contact for a consultation and once we identify your needs we will submit a proposal for services, timeline and pricing.
Did you ever wish you could tell a story about how your lawn care and landscape business rescued a client? Did you restore a patio or an outdoor living room? Transform a blasé front porch into something spectacular?
Then you need to share these stories through case studies.
There are two types of case studies that I, at the Landscape Writer, create for lawn and landscape businesses: case study blogs and traditional case studies.
Case Studies Defined
Case study blogs tell a short story how you transformed a lawn, a hardscape or a landscape from bland, boring or broken into a new outdoor oasis, improved curb appeal or a cozy patio. In the blog, you also discuss the challenges you faced and how you solved them. You’re positioning yourself as a landscape contractor—the company that meets their own challenges during a project and a one-stop shop for your customers.
Traditional case studies are longer in scope and involve your client’s direct input. There are interviews involved and more details are included in the piece. These traditional case studies work great to add bulk to your testimonials.
Both types of case studies benefit your company by adding real life examples of your work. They also position you as an expert in your field and why people should call you over your competition.
Case studies are not a “once and done” project. You can reuse (repurpose) your longer case studies into smaller blogs, newsletter articles, press releases and other marketing communications.
Are you ready to expand your business by showing sales prospects why you’re the go-to person for all of their lawn care, hardscape and landscape needs? Then call me, the Landscape Writer, today at 717-381-6719 or fill out my contact form for more information.