Internet Marketing Challenges in Construction
While there are signs of revitalization, the construction industry still faces challenges posed by a slow economy, rising insurance costs, and unrelenting competition.
To generate new business, many contractors are looking outside of their usual territories. Contractors that market themselves effectively online stand a better chance of targeting prospects and converting leads into new business. However, contractors who are new to Internet marketing may stumble over some common pitfalls. Here we explain five of the top challenges contractors may face in Internet marketing and how to overcome them.
1. No Strategy
Would you have started your company without a business plan? Of course not. Your business plan defines your goals and establishes a plan to achieve them. An Internet marketing strategy works in much the same way. After asking yourself what you want to accomplish by using Internet marketing and defining your target markets, you need to choose the Internet marketing options that best fit your needs and incorporate them into to a cohesive strategy.
2. A Dated Website
Your business website is the hub of your Internet marketing plan. If your site is well-designed, it can serve as one of your company's strongest marketing tools. Since visitors see your website as a direct reflection of your company and the services you offer, a dated website can give prospective clients the impression that your business is "behind the times."
3. Being a Social Media Wallflower
By not taking advantage of social media marketing, you are missing out on possibilities to build trust in your brand and cultivate business relationships.
At a minimum, contractors should get involved with LinkedIn, the worlds' largest professional network. By creating a LinkedIn profile, you can keep your brand top-of-mind by sharing company news with your professional connections.
While social media marketing can be a great way to maintain and grow your client base, contractors who are new to social media marketing should keep one caveat in mind: the more social media platforms a company gets involved with, the more resources must be allotted to social media activities. By starting small, you can get a feel for the medium and whether it will work for your company.
4. Failure to Differentiate
Sometimes when trying to set up an Internet presence, contractors will model their website and other online marketing collateral after their competitors' materials. While it is important to know what your competitors are doing online, emulating them can set your business on the slippery slope of competing on price. By articulating your unique capabilities, you can break away from the pack and attract clients based on what differentiates you from all the rest.
5. Inconsistent Branding
By using messaging and imagery in their print collateral that differs from the messaging and imagery in their Internet marketing tools, construction companies are doing themselves a great disservice. Your Internet marketing efforts should be a strong part of a cohesive marketing strategy. By unifying materials across all channels, you can create an emotional connection with your target market that translates into trust and loyalty.
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About Profile by Design
We are a Sacramento Internet marketing company that helps position businesses as leaders in their target markets. Our integrative approach utilizes a strong three-link development system to promote companies, products, and services. Contact us today to request a free review of your current Internet marketing strategy.