IN THE KNOW —
Busy? Now’s the time to market your business So, where do I start if I have never done any marketing? There are some simple things you can do to give the perception your business is bigger than it is. I recommend you start with firming up your company brand. 1. Make sure your trading name is consistent on everything – stationery, uniforms, signage, online. 2. Think about brand colours and stick with them because it is easier to recognise a brand if the colours are consistent. 3. Ensure you register the website domain name to match your brand. E.g. the New Zealand Certified Builders (NZCB) brand has the website www.nzcb.nz. 4. Use brand name email addresses. They don’t cost much, and they’re more professional than gonefishing@gmail.com.
With so many building companies flat out with work, is marketing necessary? Experience has taught me that the best time to market your business is when you’re busy. The key is not to stop. If you don’t pay your clients attention, someone else will eventually come along and dangle a carrot. In smaller towns where there’s not much competition, you may be able to rely on word of mouth for repeat business, but in the bigger towns and cities, you need to work much harder to get your company name out into the market.
When it comes to your website, find a developer that understands search engine optimisation (SEO). Google search is about having the right words and phrases on your website.
What are the essentials in your first marketing budget? Ensure you get a good logo that is easy to reproduce and a company name that is easy to pronounce. Get a functional website that tells your story and explains what services you have to offer. Google AdWords would be the most cost-effective form of advertising. Where possible, ask your clients to leave you a Google review. From the analysis I have done, it is usually the first place many people go when doing research about a company online.
How much does it all cost? You don’t have to spend a lot, but it does pay to get professional advice. A professional graphic designer will ensure you have a logo you can trademark and reproduce on a variety of mediums. Always make sure your logo can be reproduced in a single colour.
What exactly is marketing? Marketing includes advertising, branding, and sales techniques to deliver the key messages to your clients. Marketing refers to any actions your business does to attract a sale. It connects to almost every aspect including your company name, brand design, how you deliver your quotes, through to how you answer your telephone and emails.
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When it comes to your website, find a developer that understands search engine optimisation (SEO). Google search is about having the right words and phrases on your website. You can imagine how many ‘About Us’ pages are on the internet! There are also a few ongoing costs. You will need to allow for annual website domain name hosting and website hosting, usually charged on a monthly basis.
