4 minute read
Busy? Now’s the time to market your business
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.
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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. 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.
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. 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.
Why bother with marketing when you’re busy?
One of the benefits of marketing when you’re busy is you usually have more to say to engage your audience. It is also a perfect time to invest in marketing as you are likely to have the money to pay for professional help.
Here are examples of content you could include on your website or social media to connect with your audience:
1. Your company culture and values 2. Document how you like to work with your clients and explain how you communicate with your clients to build a trusting relationship 3. Figure out what type of client you want and post images that will appeal to this market 4. Get testimonials from past clients 5. Sponsor something in your community that is important to you. If you want to grow your business, there are three key things you need to consider:
1. Get noticed – have a nice visual brand that appeals to your clients 2. Get connected – make sure you are contactable and respond promptly. There’s no point putting your mobile number on your advertising if you don’t return calls 3. Nurture relationships – being responsive to an enquiry leaves a good first impression. Always deliver the first quote to a new client in person and follow up a week or two later. While it’s tempting to put your marketing on hold while work is busy, it’s often the best time to invest in professional marketing advice and get your name out there.
Karla Farrar, NZCB General Manager – Marketing and Services. With 20+ years’ experience in marketing and communications, Karla has a breadth of knowledge across large and small New Zealand organisations, including owning and managing her own boutique advertising and communication agency. She specialises in acquisition, digital development, branding, communications and marketing.
