[ Focus: Marketing ]
Marketing initiatives for the small contractor
Website ■ A must have. Do-it-yourself websites are available from many sources and cost very little to operate. Use them to explain your services. Also include examples of successful projects, with customer quotes. People want to know what your capabilities are. Ensure that you include contact details, and consider using something like Google Ads to direct enquiries to your website. These can be tuned to your local area.
Blogs ■ A useful method of demonstrating your technical expertise. Consider writing about how you solved customer problems, or recommending products.
these sites is that they provide a form of referral. People have always selected services based on referral, but today the process of referral extends beyond work colleagues, friends and neighbours to what are often very large networks of online friends. One of the features of the internet is to link all of this
together. An item on LinkedIn or Twitter might refer to a blog article that in turn links to the website. Use of these networks is not just limited to the consumer’s
world – research conducted by Competitive Advantage shows their increasing use in the business environment. But, while they do have the potential to generate business, they can also consume a large amount of time.
Traditional marketing Despite the growth of online marketing there is still a role for traditional communications channels – PR articles and paid-for advertising in hardcopy magazines, newspapers and directories.
Direct mail Today, direct mail might take the form of a letter delivered to a customer by Royal Mail or an email. The success rate for this form of communication was never high, and now, with the low cost of email campaigns, people have been bombarded with email and the chances of an unsolicited item of mail being read has become very low. Furthermore, a badly written letter or email, or constant spamming, can have a negative impact on your business. So think carefully before using this form of communication.
What to say People do not want to be sold to, so your messages need to focus on helping and informing them. This might take the form of technical advice, explaining legislation or suggesting the best way of solving a problem. Project stories are another popular feature, showing people what can be done and giving ideas. These can include testimonials from satisfi ed customers.
64 ECA Today March 2012
Slideshare/YouTube ■ Another opportunity to provide testimonials – perhaps a video or some pictures of completed work.
Facebook ■ Use to inform people in your area about your services and link to blogs, YouTube or websites.
Local networking ■ Look at local business networks you can join, or other voluntary organisations for an area you are interested in. People are always looking for an electrician. But don’t approach these with the aim of getting business – no-one wants to be pestered. Approach it with the attitude ‘How can I help you?’ and business will come your way.
About the author
Chris Ashworth Chris Ashworth co-authored the ECA report 2021 Vision: the Future of the Electrical Contracting Industry. He has worked in the construction industry for more than 30 years and is founder of Competitive Advantage Consultancy, which provides strategic marketing services to the construction industry. He is a fellow of the Chartered Institute of Marketing, a member of the organising committee for the Chartered Institute of Marketing Construction Industry Group (CIMCIG) and a regular contributor to industry journals.
Business cards ■ Always have business cards in case people are interested in your service. As well as your contact details, make it clear what service you offer. Put a list of your principal services on the back. Try to leave a couple of cards with anyone you do work for in case they want to pass on your details to a friend.
Letterbox drops ■ A means of creating awareness if you need to build your business. However, people get fed up with getting junk mail, so don’t expect much response. A postcard size is easy for people to keep, with your contact details and details of the services you offer.
Van ■ Your van will be parked outside clients’ homes, and seen by their neighbours, so keep it clean and ensure there are clear details of what you do and how to contact you on display.
Appearance ■ A smart appearance always impresses, so have a uniform, such as a polo shirt in your corporate colour with your company name embroidered on it. These are easy to get and cost relatively little.
SHUTTERSTOCK/VLADGRIN
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