are you tired trying to figure out how
to market your construction business on
your own and don't know what to do next
well today I'm going to share three
things that I think you need to be doing
on your own to take your business to the
next level hey guys I'm Mike Claudio and
today I'm going to talk to you about the
three things I think you need to be
doing to market your construction
business on your own it's online it's in
print and it's in person and each of
those have a very specific way to go
about them so you get the best results
possible the biggest most important one
is online it is amazing to me how many
businesses that do millions of dollars a
year either don't have a website or any
social media presence or have one that's
just so dated you might as well not have
it if you're watching this video right
now saying I don't need a Facebook
account you're wrong and here's why I'm
having a powerful online message in
today's market with the way that clients
are incredibly more research than they
used to be creates credibility I'll say
this a million times throughout my audio
presence my video presence you need to
be known liked and trusted in order to
gain business if you don't have a good
online presence people are just not
going to trust you and in that
environment makes it very difficult to
do your job well and there's two main
places that you need to have and I'm not
saying needs to be perfect but your
website and your social media pages need
to be active and to do that you need to
have kind of a process for me I use the
process of creating messaging around
problem cause' solution benefit what
that looks like is leading with the
problem your clients are dealing with
educating them on why they're having it
ie you're having this problem because of
this issue talking about yourself and
then relating it to a benefit they'll
get by working with you the days of
having websites to talk about thirty
years in business and where this and I'm
this and we operate with integrity and
that used to work because people are
very skeptical in today's environment
nobody's saying hey work with me at your
own risk
I might take advantage of you so saying
you have integrity
it doesn't differentiate you so talking
about the problems you solve talking
about the reason people are having them
talking about the solution you the
remodel the repair that whatever it is
and then the benefit why would they
benefit from
working with you even if you had a
single page there's a lot of businesses
going to landing pages as their primary
website I know several people who have
done it it's a single scroll page and
you can tell the story what is the
problem you're identified ideal client
is having what is the cause of that
problem what is the solution I hire you
what is the benefit they get by hiring
you to fix that cause to overcome that
problem it sounds complicated if you
think about it what are the biggest
problems you solve for your clients it
has to be emotional but what are the
biggest problems you solve and then use
that as the primary focus for your
social media and your website create a
story people like hearing stories people
like telling stories so tell your story
in your online presence and you'll have
an amazingly different engagement level
and clients that are coming to you
because they see themselves as a
character and your story this second way
is print advertising it's magazines its
mailers and its door hangers this works
if you get incredibly specific with what
you're trying to accomplish in that
geographic area so I just had a client
go through this and I have historically
been against print advertising but it
does work in very specific ways if you
just put a broad spectrum very wordy ad
in the magazine it's gonna be flipped
through but we talked about storytelling
about the online it works in print as
well so he was creating a door hanger he
does outdoor living spaces he was
working on a golf course with a client
at a backyard patio he was putting a
retractable roof and awning system and
and he was trying to figure out how to
market to the neighbors to give them
interest in the similar product and his
first door hanger was actually a trifold
brochure which was just incredibly wordy
and not very specific but we changed it
to and the headline was are you tired of
getting hit with golf balls that was the
problem here this is the reason it's
happening you don't have a good
protected outdoor space a solution would
be this retractable roof an awning
system the benefit would be you'd get to
use your space no matter what the
elements or the risk of getting new golf
balls
it was incredibly specific so he
250 of those and handed them out in the
neighborhoods he was doing this type of
project for that type of client that
works really well because you're
identifying the lowest hanging fruit by
telling a very specific story if that
would have just said hey you want a
retractable awning it wouldn't have
worked cuz it wasn't related to a
problem people in general don't make
decisions to purchase something if there
isn't some sort of a root problem the
quicker and better you are at defining
that the better you'll be at doing it so
when you're looking at building out your
ads for print advertising whether it's a
magazine a mailer or a door hanger think
about who's gonna see it think about the
very specific problem they have if it's
a neighborhood on a lake they have a
different problem than a neighborhood on
a mountain this specific story is about
people who live on golf courses people
live on golf courses will spend a ton of
money in their outdoor space to be able
to enjoy it and not get have the risk of
getting hit with golf balls that is a
real emotional problem they're tired of
me or their kid got hit maybe they've
gotten hit maybe it ruined a family
event that is very emotional to them
when you're creating that ad or that the
picture for that marketing opportunity
in a print magazine mailer or door
hanger make sure you're getting
incredibly specific about the story
you're telling it can't just be this
broad average very nonspecific ad about
everything you do that will cause them
to just flip the page try to tell a
story that gets them to see a problem
they're experiencing that's big enough
to get them to call you awareness is
great marketing in general is about
getting people to know you then you need
to get them to like and trust you and
the better you are telling the story of
the problem they have and why they might
have it the quicker they'll get to that
trust factor and the faster it'll help
them be comfortable giving you a call
and potentially soliciting your services
create a storied environment not just
some broad spectrum ad about everything
you do as a business and you'll see much
faster results
so the third way is in person and in my
opinion the best way but I know what
you're saying
Mike I don't have the time for that I
can't make that happen I'm on job sites
I'm running client meetings I can't go
to network I can't go do drop ins I
can't go do associations I hear it all
the time but think about this while
you're spending time running that two or
three hour job that's going to net you
four or five hundred dollars if you were
to put that towards building
relationships that are bringing you five
or six figure projects that is a better
usage of your time which is scary in the
short term but to go out in person is
the quickest way to be known liked and
trusted because people build
relationships with people
that's why pictures don't work as well
as they used to in videos are really
skyrocketing in the ecosystem of how
people are researching stuff because
they want to be able to build a
relationship with a person so if you're
in person that is incredibly easier and
that doesn't have to be you as the
business owner you can have sales people
who are doing this for you if you don't
have sales people that's okay
start somewhere there's many
associations that meet once a month some
meet every week there's networking
events out there that meet once a month
twice a month for every week there's a
lot of different ways out there but if
you're in a small geographic area like a
city or even part of a city and you're
not being visible to that environment
you're absolutely leaving money on the
table because people will think hey I
have this problem who can solve it and
they're going to picture somebody not a
thing not a logo not a name they're
going to picture a person on who they
think can solve that problem so if
you're not out in your environment in
your ecosystem in your market creating
relationships in person you are going to
struggle to scale or even sustain in a
market that is plateauing or potentially
even declining so what do you do join an
association there's Neri there's HPA
there's an kba there's all different
ones out there if you don't know what
those acronyms look
our just google it but that's just one I
like doing networking events one
specifically targeted around referral
generation B&I or business networking
international has somewhat of a bad name
in the industry because it's a lot of
time and it's a lot of accountability
but if you think about it if you're
being held accountable to bring value in
that environment everybody's being held
accountable in value in that environment
which increases the likelihood of you
getting value from that environment so
do it in person do it often do it
regularly and you will build some of the
strongest relationships will lead to
more work than any post on Instagram or
post on Facebook can produce for you
because people build relationships with
people and people buy from people they
know like and trust so if you're not
creating the awareness to get known the
engagement to be liked and the
consistency to be trusted you are not
going to be able to represent what you
do for a living consistently enough that
you will gain business from it so be
online if you're gonna do print
advertising do it with storytelling but
be in person be around people who can
refer you work or hire your service or
product on a consistent basis and you
will see a wild increase in your
pipeline where you're not chasing where
that next deal will come from
so that was one man's opinion on the
three ways to market your construction
business on your own obviously this is a
pretty short video there's a lot of
variables to this so comment below if
you have any questions about it
specifically or reach out to me at win
rate consulting on Instagram follow me
engage with me ask me questions I post a
ton of content there and would love to
see you and engage with you in that
environment so remember to win fast and
went often
you