Construction businesses face many challenges in securing more work. This guide will provide actionable strategies and tips to increase job opportunities.
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- Build a Strong Brand Identity
- Leverage Digital Marketing Strategies for Contractors
- Attend Construction Trade Shows to Secure New Contracts
- Craft Winning Proposals
- Invest in the Right Equipment
- Adopt the Newest Technology
- Recruit Skilled Employees
- Bid for Government Contracts
- Collect Customer Reviews and Testimonials
- Stay Updated on Safety Standards and Certifications
1. Build a Strong Brand Identity
There are hundreds of ways to get your name out there, but construction is a specific industry that requires a unique approach.
Before you start marketing your company, you must develop a strong brand identity — the visible elements that clients associate with your company. A strong brand identity allows your company to stand out. It also makes your products and services easier to recognize.
As a construction company, you want your branding to convey trustworthiness and reliability. There are a lot of construction companies that you will be competing with, so a solid brand identity is the key to standing out. This is why you must focus on your branding to get more business.
Here is what you can do to develop your company’s brand identity:
- Define your brand: Your brand is what motivates your company and everything you do. You have to show that you care about more than just business. Your passion, your promise and your purpose need to be clear from the start. In construction, experience, reliability and professionalism are essential values you want to convey with your branding.
- Know your competition: Research the competition to figure out what services or value you provide that helps you stand out, and lean into that in your marketing messaging. This is your point of difference (POD), and it is a vital part of your brand identity.
- Design the perfect logo: Your logo is what people will associate with your brand. A good logo is simple, easy to recognize, stands out and captures your brand identity. The color of your logo and the design you choose for it need to be just right.
2. Leverage Digital Marketing Strategies for Contractors
These are the best marketing strategies for a construction company to use:
Social Media
Construction has long relied on word-of-mouth advertising. Today, social media is the best way to get your name out there. Multiple social media accounts greatly increase your chances of being seen and attracting new business. Ensure you are using each platform to its fullest potential. Make your content different. For example, post your best pictures on Instagram and provide updates and news on X and Facebook. Your tone of voice and the type of content you make should appeal to your target demographic.
Web Design
Your website is where most of your online business will be made. It needs to run efficiently and be easy to use. Your website is a direct reflection of your brand and your work. Include images, descriptions of your services, testimonials, videos and blog articles to attract more web traffic. Your About Us page should capture your purpose and perfectly convey your brand identity.
Email Marketing
Email marketing is a direct method of digital advertising. Through the use of automated tools, you can send personally crafted messages directly to prospective clients. Your messages should be informative and engaging. Tell your clients what you do and why they should choose you now.
You can keep in touch with current and potential clients via email, but it’s important to avoid spamming their inboxes — that’s the quickest way to lose subscribers. You can send out periodic messages and updates, and be sure to include any deals or promotions you’re offering to catch their attention.
Google Business Profile (GBP)
Setting up a GBP is vital for modern businesses. This allows you to display more information about your business in Google search results. GBP helps you appear in searches like “construction company near me” and helps potential leads find information like your Google review score, opening hours, services, links and more. It is an especially useful tool for promoting your company to local searchers.
Search Engine Optimization (SEO)
Search engines generate search results based on a number of attributes and elements of a website. Search engine optimization (SEO) involves making your website relevant to certain search terms to make it appear higher on the search results page. Your website’s layout, content relevance, authority and internal links are some of the many factors that come into play. Videos and images can also make your website appear higher up in a search query.
Ranking for keywords relating to construction is the best way to get more prospective clients’ attention. Your construction company will be able to generate more leads, sales, calls and inquiries by employing a solid SEO strategy.
3. Attend Construction Trade Shows to Secure New Contracts
Construction trade shows and conventions are a dependable way to attract new business. Attending these events is a great way to network with potential clients and others in the industry. You can increase your brand awareness, build relationships and learn about industry trends.
These are some tips to get the most out of trade shows as a business opportunity and get more construction work:
- Showcase your work: Displaying your best work in your booth is vital. You want to choose a robust portfolio to showcase to passersby. A diverse variety of projects will help you promote all of the services you offer and the different jobs you can work on.
- Plan your booth: Set a reasonable budget for your booth. The budget is for decorations, printouts and creating a booklet of your works that people can look through. Less is more because a cluttered booth is less striking than a sleek, well-organized and optimized space
- Capture information: Get contact details from everyone you interact with at the event. Be friendly but not overly enthusiastic. Make sure people remember you and know your name when they leave. Get as many contact details and other resources as possible while you are there.
4. Craft Winning Proposals
A construction proposal needs to include the scope of work, client information, project cost estimation, start and end dates, payment schedule, warranty and contact information. A well-crafted construction proposal should showcase your work and serve as a marketing tool. This document must be a highly detailed project bid that confirms that your client made the right choice.
5. Invest in the Right Equipment
A construction company’s abilities rely on its crew and its equipment. Investing in the right equipment means getting more construction jobs and a wider variety of jobs. The more you can do, the more people you can help. The quality of your equipment affects your timeline, budget and execution. When your team has the right tools for the right jobs, everything runs smoothly and comes out perfectly.
Investing a large amount of money in a fleet of construction vehicles is not a realistic option for every construction company. You can rent equipment to expand your fleet in a budget-efficient way. The rental costs can be calculated into your project budgets and you can plan your rental times to get the most out of the machines. There are significant benefits to renting construction equipment, especially for new companies.
By renting equipment, you get access to the newest machines without having to pay full price for them. It can vastly improve your productivity and the quality of your end results. Storage and transportation issues are minimized as well. When you earn enough money to buy your own construction vehicle, you can use renting as a way to test out which equipment works best for your needs.
Renting equipment is the smartest way of producing the best work and extending the scope of projects you can work on.
6. Adopt the Newest Technology
Technological advancements in the construction industry are revolutionizing how things are getting done. From the admin side to work site planning, everything is changing. These are the most prominent technologies that construction companies are using:
- Drones: Drone technology is being used to map out worksites, monitor work progress and make job sites safer for workers.
- Augmented reality: Advancements in augmented reality tech are shaping how workers approach problems and complete tasks. They can use it for analysis and planning their work.
- Virtual reality: Virtual reality is used to plan projects in exciting new ways. A full 3D space can be created and explored. This opens up new ways to experiment and plan that could never have been done before. It can even be used to perform remote site inspections.
- Internet of Things (IoT): IoT describes how smart devices link. Smart devices are becoming more prominent in construction. These devices produce more accurate readings, provide real-time data and much more. The data these devices generate allows companies to find insights that change their work. There is unlimited potential for how IoT can enhance construction work.
7. Recruit Skilled Employees
If you want more construction jobs, another thing you should invest in is a skilled workforce. Your employees are the backbone of your business, and they can ensure better results for your company. You should also offer continuing education to train employees and keep updated with the latest trends.
Employees with professionalism, experience and training will make a good impression on your clients and make your brand stand out.
8. Bid for Government Contracts
Getting government contracts is an excellent way of expanding your clientele and building your portfolio. Being a government contractor gives you access to regular work and more jobs in your local area. Here are some tips and tricks to help you get government construction work:
- Register with the System for Award Management (SAM): Registering with SAM will greatly increase your chances of being noticed. SAM is a government-wide registry for companies that work with the Federal Government. By joining it, you will be an option that government officials can choose to work with. You need to renew your registration with SAM every year. A Dun & Bradstreet (DUNS) number is required to join SAM.
- Understand the Small Business Administration (SBA) rules: SBA will teach you everything you need to know about submitting a government bid. There is a lot to read, but it explains the process well and is worth looking into.
- Certified payroll: To work with the government, you will need WH-347 forms. This is a certified payroll form. This ensures your employees will be paid per the federal contractor’s terms.
9. Collect Customer Reviews and Testimonials
Online reviews and client testimonials are needed to grow your construction business’ reputation. Positive reviews improve your overall rating and negative reviews can be turned into marketing opportunities. If you receive negative reviews, you can perform damage control by reaching out to resolve the issue. Showing them that they are heard and you will address their concerns is a good way to keep your scores high and connect with your clients.
Getting your clients to provide testimonials is also a great way to create content. You can share their reviews on social media and your website. By showcasing positive reviews, you make it easier for people to trust your work and company. Companies with higher review scores see increased revenue, brand loyalty and trust. It also makes your business stand out from local competitors.
Your company’s online reputation is tied to its brand identity. There is so much that hinges on positive reviews and testimonials. After completing a project, encourage your clients to share their thoughts and opinions.
10. Stay Updated on Safety Standards and Certifications
Your company needs to have cleared all relevant safety inspections. Your licenses and permits must be up to date to operate. This also confirms to your clients that you can be trusted. Making clients aware of this is a big comfort for them, so make sure it is mentioned on your website and spoken about on your social media.
Expand Your Construction Business With MacAllister Rentals
As mentioned earlier, renting is a cost-effective way of maximizing your productivity. By renting Cat® equipment from MacAllister Rentals, you give your clients everything they want. Cat machines are known for their performance, quality and reliability. We have an extensive range of equipment you can rent from us. This includes aerial lifts, earthmoving equipment, compactors and rollers, bulldozers, landscaping equipment and even more. We have the tools to help you accomplish any task and complete any project.
Our rental models are properly maintained and are as dependable as they are powerful. No matter the size or timeline, we can help you make your clients happy. To learn more, explore our range of rental models online. You can also contact us to learn more about our services. We are also willing to give you advice on which machines you should use for your current project.
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