No matter how much experience you have running a successful construction firm, it’s still possible to develop a few blind spots in your outlook on marketing. Just becoming aware of the common marketing pitfalls out there can help you avoid the losses they can cause.
Not diversifying with care – When you find a lead generation method that works for you, it can be tempting to focus most of your resources there. Ultimately, though, each method reaches only a limited segment of your market. Conversely, trying to be everywhere at once can mean your efforts are spread so thin they hardly have an impact. The solution is to research what works in your segment of the construction industry and try one or two approaches at a time. Work on mastering the methods that show promise, but also keep looking for new methods that might be worth trying.
Not tracking results – Unless you know how your prospects are finding you, you can never be sure which of your marketing techniques are working and which aren’t. For every lead generation campaign you run, build in a tracking method. Use a program such as Google Analytics or Piwik for your website. Include QR codes in your print ads and key codes in your direct response mailings. For each major ad campaign, use a unique toll-free number.
Not encouraging repeat clients – If your effort to attract new leads comes at the expense of your relationships with existing clients, you’re most likely losing profit overall. Take some time out of making cold calls and bidding on every new project that comes along, and invest it in building strong relationships with your existing clients. Make sure you’re the first firm they think of when they’re ready to start another project. Position yourself as a helpful expert they can turn to for advice on any topic that falls within your specialty. Stay in touch by periodically passing along useful information and offering to make valuable personal introductions when you can.