Want to Grow Your Construction Business? Check Out Our How To Guide! (Part 1 of 5)

Construction Business Digital Marketing on the Gold Coast, Queensland

Growing Your Construction Business

The construction industry is booming, and you’re probably wondering how you can get in on the action. How can you get noticed by potential customers? Who exactly is your target customer? Where do you begin? And most importantly – how do we keep the phone ringing!

We all know how stressful it can be to grow a business – with the various marketing options out there, how do you pick the best fit for you? You don’t want to waste time or money on ineffective strategies. It’s enough to make your head spin! That’s why here at Consultya, we’ve created this straightforward guide to help you grow your construction business and highlight the most effective marketing tools that will get you seen and selected! Read on to learn how to clarify your target audience, market your construction business digitally and come up with a fool-proof marketing plan that will allow your business to flourish like never before.

Before You Begin

It can be easy to think you can just get started with marketing your business by posting a few pictures on Facebook and making sure your business is on Google – but there are a few preliminary steps to take when setting up your marketing plan. Remember, if you fail to plan – you plan to fail.

Buyer Persona

Buyer personas are fictional people created to represent your ideal customer. They’re usually right in the middle of your target age range, in a certain location, have a certain income level and have a lot of the same interests as your customers. Now how can you go about creating a buyer persona? Well, you already have all of the available information at your fingertips! Look at what your past customers have in common and who follows you on social media. You’ll probably start to see trends pretty quickly. For example, if you primarily build sheds for retired men in the suburbs, you will build your buyer persona around that demographic. Or, if you primarily deal with constructing custom homes, you’re likely marketing your services to affluent families in their mid-30s to mid-50s.

Now that we know who to market to, how do we use the buyer persona we’ve created? We’ll discuss this in-depth a little later, but you’ll be able to craft your entire marketing strategy around your buyer persona and it can help you make key decisions, like which digital marketing platforms to use and whether or not you should use inbound or outbound marketing.

Customer Journey

The customer journey builds off your buyer persona. While buyer personas include common behaviours in addition to demographical information, the customer journey focuses on the entire buying process, from how customers learn about you, to eventually purchase from you. When looking at the customer journey, you need to think about all the steps a customer has to take to complete a project with your construction business. For example, is your contact information easy to access on your website? Is it easy for customers to receive a general estimate? How are customers directed to contact you? How do you complete the buying process with them? These and other questions relating to the customer experience are all answered by exploring the customer journey. When business owners take the time to focus on the customer journey, they’ll see and work on removing any ‘roadblocks’ their customers may encounter, be able to enhance the customer experience and obtain a better understanding of who their customers are. This is important because when a customer feels understood, this builds trust, and they are more likely to choose your business over others as they know you will take care of them. Most business leaders will recommend creating a customer journey map with ‘touchpoints’, or every point of contact a customer can have with you. For example, you may have a consultation form and a contact page, but you also are likely to have social media pages, emails, review sites and paid ads that can also be used as a tool for customers to communicate with you. When we look at these touchpoints, we find new ways to better engage with our customers.

Need a Hand?

If you need help creating your buyer persona or mapping your customer journey, reach out to us at info@consultya.com.au or give us a call on 0428 204 050. For more information on how we can help boost your business, visit our website www.consultya.com.au.

Service Location: 1/10 Albert Ave, Broadbeach Gold Coast Queensland 4218, Australia.

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Next week, in part 2 of 5, we’ll talk about inbound vs. outbound marketing.