Marketing-in-Place
We are in unprecedented times, facing a global pandemic and a looming economic recession. What does this mean for the future of the construction industry? Sadly, not all contractors will survive this moment. How can your business be one of the ones that does? Let’s look at strategies for marketing during a pandemic, with a focus on digital marketing.
While our job sites may still be shut down or moving at a snail's pace, our potential clients are also at home, realizing all the constraints of their outdated kitchen, noticing their need for a home office space, or dreaming of a quiet space for their kids to play or do schoolwork. Facebook, Instagram and other social media channels are reporting dramatic increases in time spent on their apps since the stay at home orders have been in place, so the potential for your business to reach these customers is also on the rise. How do we reach them with messaging that’s relevant to this moment, without coming across as opportunists?
Step 1. Start with the basics. Take the time to do an audit of your company’s digital presence. Make sure your website, social media platforms, and business listings are up to date. This may involve adding a note saying your office is closed to the public right now but people can still reach you by phone or email. It may mean updating your business hours on your Google Business listing. Review the “bio” for each company profile page (Instagram, Facebook, Google Business, Twitter, Houzz, LinkedIn are the ones we see the most frequently), add photos, and check that all your contact information is accurate and complete.
Step 2. Adjust your digital advertising campaigns (most commonly Google and Facebook ads) and the content of your posts. You don’t want to come across as insensitive to the fact that there’s a global crisis underway by sending out the same-old stuff. Develop new messages that speak to this moment. This may vary depending on the type of work you do, and whether you’re currently allowed to operate your business. If you’re not actively on job sites, think ahead to when you will be, and how you will change messages at that point. As a business owner, pandemic or not, you should maintain a social media presence and stay connected to your clients and potential clients.
Potential themes:
All this time stuck at home got you thinking about the things you would like to change? Need a home office? How about some upgrades to your kitchen? Maybe it’s time to invest in making your outdoor space more enjoyable. We’re here to help. Contact us now to start the design and planning process.
Have some spare time on your hands? This is a great time to get started planning for your next renovation.
We’re protecting the safety of our team and our clients. (Demonstrate safety measures on the job site through photos or videos to show you are a trusted partner who is following safety recommendations and best practices).
Show how your business is supporting a community response to the pandemic/other local businesses, being a “good neighbor”.
Post homeowner tips or “how to” videos highlighting things homeowners can do themselves while stuck at home, like how to clean your gutters or change your HRV filter.
Step 3. Reach out to past clients. If you’re limited to the number of people you can have on a job site, this may be a great time to do smaller warranty/handyperson/exterior repairs for past clients that you want to maintain a strong relationship with. And that “filler” work may remind them of larger projects they are interested in starting to plan. Happy past clients can be your best source of referrals for new work.
Step 4. While you’re reaching out, ask your loyal past customers to review your company on one of your social media pages (most commonly Google, Facebook, Houzz or even Yelp). If they’re spending more time at home and online, they may be more likely to follow up on this type of request. Let them know this is one small thing they can do to support your company in these challenging times.
Step 5. Share timely information that has value to your customer base. But make sure that you’ve vetted the info before you push it out to your social media channels, as you don’t want to be spreading false information in this time of uncertainty. Make sure whatever you share is in alignment with your brand and your company’s values.
Action shots and “throwback” reminders of past projects are still great content for social media, but be wary of posting pre-COVID progress photos that show your crew without masks and necessary PPE. Many consumers are nervous about having contractors in their homes (for good reason) so part of your brand awareness can be about your attention to safety practices.
Overall, your marketing goal right now may not be driving the normal volume of leads, but instead focused more on brand awareness and developing your reputation within the industry so that customers think of you first when they are ready to move forward with their next project.
Here are a few fun examples of how construction companies are providing timely content during the pandemic shutdown:
HELM’S DIGITAL MARKETING CHECKLIST
Website
Do you have a website?
Do you have professional photography on your website?
Is your website mobile-friendly?
Is there any outdated content on your website?
Does your website link to your social media profiles?
Does your contact form ask potential clients for information about their project?
Does your site come up in the top 10 Google results for common searches related to your local area and specialty (ex: Chittenden County general contractor)?
Have you set up Google Alerts for your business name?
Have you set up Google Analytics for your website? Have you ever looked at the results?
Have you reserved URLs similar to your business name to make sure other folks don’t claim them?
Do you have a business email address (jane@betterbuilder.com vs an old Yahoo or personal Gmail)?
Social Media
Have you claimed your Google business profile?
Do you have a Facebook Business page?
Do you have an Instagram account?
Do you have a Houzz profile?
Does your Houzz profile include photos of past projects?
Does your Houzz profile include Ideabooks?
Have you updated any of these profiles in the past 6 months?
Customer Reviews
Do you have at least 5 reviews on Google? Facebook? Houzz?
Have you claimed your Yelp business profile? Do you have reviews?
Have you responded to each review on these sites? (Hint: it’s not too late to go back and do it now…)