F E AT U R E Building Your Digital Identity
by Steve Antill, Foundation Software and Payroll4Construction.com For many businesses, marketing is too often a backburner initiative — something to prioritize later on down the road or something that’s expected to just naturally occur over time without a conscious effort. It’s understandable considering how marketing was often conducted in the past, especially in the construction industry. Beyond taking out an ad or sending out a flyer, If a business did good work or provided a worthwhile service, clients would tell their peers
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and neighbors, growing the new client pool organically. While this still occurs, the rise of digital marketing has changed the ways in which business gets its name out there. Without making a voluntary effort to create a digital presence, construction businesses will undoubtedly miss a significant portion of their prospective client base. No matter the size of your business, digital marketing should be something
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that’s prioritized, and while this may sound complicated or costly, the truth is that boosting your online presence can be done with little to no financial investment — and best of all, only a minimal investment of time. Even if you’re not sure where to start, you can build an online presence by providing potential customers with the answers to four basic questions about your identity.
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