Advertising Methods For Contractors

Like all industries, construction is only as successful as its best marketing plan. Choosing the right blend of marketing channels through which to push your business is crucial to your company’s growth and success. Depending on your services and their needs and goals, the formula of marketing strategies will change. While each channel is strong on its own, the perfect mix is unbeatable. 

 

Advertising Strategies 

Within the realm of marketing, there are various channels to choose from. When it comes to construction specifically, some strategies have proven to be more successful than others. These channels are optimized to match the nature of the construction industry, which involves online research and more specialized search locations.

 

Pay-Per-Click

Pay-per-click (PCC) advertising refers to a type of internet marketing where advertisers pay a sum of money each time their ad is clicked on. Because they are paid for, these ads appear generally at the top of search results when the keyword that they target is searched for. Both Google and Bing offer PPC options, with Google Ads being the largest and most used. While PCC does involve repeatedly spending fees, you only pay when the ad is clicked on. So, because it generated a click, the ad is deemed successful. Well-made PCC ads use engaging content that makes the user want to click,  but also keeps them on the page after the fact. 

 

PCC prices range depending on the keywords that are being targeted. The more competition there is for a specific word, the more expensive it will be. Competition, in this case, refers to the number of times a word is searched on Google or Bing. The more searches it has, the more popular it is. Ideally, you want to focus on keywords that actually relate to your business. The more your services match the intended search, the more likely you are to generate a viable lead. 

 

Social Media

Social media marketing is exactly what it sounds like, it involves using various social platforms to push your business and services. The most important aspect of social media marketing is choosing the right platform to push your ads. You want to target the platform demographics that you believe best match your potential clientele.

 

Social Media Demographics Breakdown

 

• • Facebook: Facebook has 2.7 billion monthly active users, with the main age group being 25-34 (26.3%). The gender split is 44% female and 56% male. While other platforms continue to rise in popularity, Facebook is still the most used and most engaged with. While its main age range is on the younger, statistics show an influx of older people joining the platform.

• • Instagram: Instagram has 1 billion monthly active users, with the main age group being 25-34 (33.1%). The gender split is 57% female and 43% male. Instagram leads in the steadiest growth since its inception. Because Instagram and Facebook are owned by the same parent company, Meta, they share the same ad platform which offers various cross-platform promotional opportunities.

• • LinkedIn: LinkedIn has 738 million monthly active users, with the main age group being 46-55. The gender split is 49% female and 51% male. While LinkedIn statistically caters to an older audience, younger groups are visiting the platform. Because the majority of the active users are higher-educated, higher-earning, and more business-focused, it is an excellent advertising opportunity.

• • Pinterest: Pinterest has 400+ million monthly active users, with the main age group being 30-49. The gender split is 78% female and 22% male. Pinterest has one of the most evident gender predominances, making it a more common platform for products often geared towards women. 

 

Directory Online Marketing Strategy

In the contracting industry, there are online directories that function as an index to search and find potential companies to fulfill project needs. These directories can be divided into two main groups, specialized online directories, and general online directories.

 

• • Specialized: Specialized directories include platforms like Thumbtack, Builder Central, and Angie’s List. As a company offering services, you would sign up with these directories and create a profile that describes what you offer and past work. It is important to be thorough when filling out your profile as users will often skip over those that seem lacking. Encourage your past clients to leave reviews as it helps you appear more reputable.  It is important to note that while often setting up a profile is free, boosting your profile to show up higher when people search usually requires a subscription fee.

• • General: General directories are essentially the online version of YellowPages. Though hardly anyone still used the phone books, they may still opt for the virtual avenue. Either way, it is only beneficial to set up a profile in these more general directories. The more you appear on a google search, the more your company will look both professional and reputable. Additionally, these platforms offer sponsored listings where you can pay for your business to appear more often. 

 

Events To Attend

The event space is one where construction differs from other industries. Event shows are a good place for builders and construction professionals to showcase past work and meet potential clients.

 

• • Trade and home shows: Depending on the types of construction your company does, you may find a lot of value in attending trade and home shows. Before attending an event do your research on who is attending. If you target other businesses as opposed to individuals, look for more commercial venues. If you tend to target individuals, then more personal shows may be your best bet. Additionally, if you work mostly in a certain industry like hospitals or retail, look into potential shows that align with your target audience.

• • Community events: While community events aren’t the most lucrative of business opportunities, they offer value in their own right. Sponsoring a community event is a great way to get your brand presence out there as well as help a local cause. Leads aren’t the only important end goal, pushing your name and services to the public can benefit in the long run and foster results down the line. 

 

Publications

While traditional print marketing may seem like it’s on its way out, online versions are still viable sources. Depending on your target clientele, the publication avenue you choose will vary. Direct mail and regional publications are the two primary categories that your business may fall into. 

 

• • Direct mail: Direct mail refers to what many call email marketing. This option is considered rather successful as it is almost guaranteed that the recipient will see it. You can purchase local mailing lists that fall into your target market or generate your own based on past clients and projects. You can narrow these down by type of work and specific locations.

• • Regional publications: Regional publications are more general than direct mail and are also often less expensive. Most places have publications that go out to the general public and highlight life and work in the area. If you’re targeting location-specific clients, it may be worth your time to put an ad in your local regional publication. While quite a few of these publications are printed, they almost always have an online version as well. 

 

Tips For Boosting Your Online Presence

Online marketing is becoming the core aspect to many advertising strategies. Your brand presence, both online and offline, is incredibly important for growing your business. You want to be reachable, searchable, and reputable. With these three things, your service can rest above the competition.

 

On-Brand, Helpful, High-Performing Website

 

A great website is non negotiable. Your company’s platform should be fast to load, easy to navigate and hold all the necessary information for booking work. Investing in a custom-built website is imperative to get a high-quality site that looks good, loads quickly, and has interactive features that are both useful to you and your potential clients. Perhaps it’s a map pack that highlights your location or a responsive form for those looking to inquire. Whatever it may be, a custom site is the best way to guarantee all your features can be built out.  

Key Elements For a Good Website

 

• • Functional: Good websites function properly in the sense that the flow of the site is intuitive and the clickable aspects are usable. Functional sites need a site map that includes all necessary pages and the key information to be easy to find.
     
  • Clear CTAs: Call to actions (CTAs) are generally buttons that call the user to take a specific action. This can include a “book now” button that leads clients to make an appointment or a “learn more” that leads to an inquiry form. CTAs help users stay on the page and generate potential leads to foster.
  • Optimized for mobile: More and more, most people are doing their web surfing on mobile search applications. It is necessary to build a site that will function properly and look good on a mobile version. If your site is not easily accessed or used on a phone, you may be losing potential customers.
  • Easy to find core information: Core information like location and contact email should be found almost immediately. Most companies opt for placing this type of information in the footer or the header so that it appears on every page. Its exact location, whether it’s at the top or the bottom, is not as important as simply being able to be accessed easily and quickly.
  • Load speed: The more things you add to a site, especially photos and videos, the bigger your site becomes. And the bigger the website, the longer it takes to load. Statistically, sites that are slow to load will get clicked off of and you may lose potential clientele. Custom-built sites that are programmed to your needs can help combat slow load times.
     

• • Reviews: Reputation is everything when it comes to services. While word of mouth is still incredibly important, your online reputation is becoming just as paramount. Most potential clients will look to your online reviews to gauge whether or not your company is worth spending the money on. Online reputation management on platforms such as Yelp, Google Reviews, etc., is worth spending the time and effort. Check in to see where your reputation sits online and if needed, reach out to unhappy or unsatisfied clientele.

• • Commercials: Even as time goes on, television commercials continuously prove to be effective advertising tools. While it is not recommended that you rely on commercials alone, paired with other marketing channels can make for a successful advertising campaign. You want to highlight your unique value proposition. Focus on what makes you better than competitors and why your potential leads should choose you. While this information can be included already on your site, a video provides a visual aspect that some potential clients may respond better to. Though it’s a heavy upfront investment, the long-term results are worth it.

• • SEO work: Search engine optimization (SEO), refers to the process of helping a web page rank higher on the search engine results page (SERP) and generally falls within the digital marketing strategy. When Google is composing the SERP, it crawls through potential web pages and ranks them based on their perceived quality. The higher you rank on the page, the more potential customers will see your company name and thus the more work you may get. Starting a blog on your page is one of the best ways to boost your SEO. Your marketing team can identify keywords in the industry or services in which you specialize, and create content that reflects them. Over time, Google will continue to push your page higher and higher.

Top Ways To Optimize Your Content

• • Cover related questions: Often people search for specific questions to find a piece of information. By identifying these questions and placing them on your site with helpful information, you can rank high in the SERP. Not to mention, you’ll be offering important content in your related field.

• • Keep it updated: Updating your content over time keeps it fresh and timely. This is important as time goes on and searches start to shift slightly in their keywords. By keeping your content updated with the search trends, your page will continue to rank over the competition.

• • Look at the word count: The length of your content is important. Too little information and you won’t be able to compete with other, longer pages. Too much information and your content can be hard to read and people may even potentially click off the page when they can’t find their answers quickly.

• • Keep it easy to read: Content on your page should be easy to read. As a rule-of-thumb, keep your paragraphs short and use headings to segment the piece based on topics. Pass your writing through online editors like Hemingway, to ensure that your sentence length is optimized. 

Conclusion 

Tailoring your marketing strategy to your industry and business is key in crafting the most successful campaigns. Choosing the right channels can take some trial and error, but with proper research you can identify some key spaces to grow your brand awareness and generate potential leads. Marketing is an investment that may not always drive immediate results but holds immense value in the long term.

Construction Industry Website Design

The construction industry, like any other, relies on company awareness to land jobs. Whether it’s word of mouth, reviews on online platforms, or prevalence on the search results page, getting seen and being known is a key factor in growing your business and increasing your work. Having a good-looking and properly functioning website is necessary for establishing an online presence. The more often your site is seen and recognized by potential clients, the more likely you are to generate conversions. 

 

Why a Website?

Well-built websites are part of any effective marketing plan. Similar to social media marketing, they act as a brand awareness tool. Aside from housing important information on your products, services, or business, your site acts as a powerful marketing asset through a variety of features. A construction website design should play into the strengths of your business or specific service, highlighting why your construction company is the one to choose for potential jobs.

 

• • Showcase Work.

    
    For starters, your construction company’s website can act as an online portfolio to showcase past and current projects. This is particularly important for general contractor websites, as their work can span many different industries, from residential to retail. Your previous work reflects a lot of who your company is—your style, caliber of construction, ability to tackle challenging products, and the final product you’re capable of producing. Potential clients in the construction industry are looking for companies that have a record of producing good quality work over and over. People also respond well to images and videos when comparing businesses. A well-built portfolio on your site can help outline your company’s capabilities for future employers.

     

• • Paid Performance.
    

    
    A good site is built to drive conversions. Landing pages are in large part responsible for conversions and should be treated as an important aspect of the site. Landing pages refer to the site page where users are directed when they click on the ad. The first part of driving a lead is developing a good enough ad for them to click on, but from there, a quality landing page is what turns the lead into a client. Well-built landing pages include some of the following features:

     

• • Consistent Branding.
    

    
    Your business’s brand should be kept consistent in all online aspects, including and most importantly the landing page. Because landing pages are usually generated through an external ad, the user should recognize that the landing page and your site are the same business. Whether that’s logo consistency, color consistency, or message consistency, it should be clear that this page is linked to you.

     

• • Visuals.

    
    Enticing pictures and videos are an important strategy to capture the attention of potential clients. A good web design will be both informative and nice to look at. These visual elements should have practical value aside from being just good-looking. Perhaps these images show past work or the videos take you through a company mission statement or a collection of work footage.

     

• • Call-To-Action.
    

    
    Call-to-actions, which we will delve into further down, are a key aspect in generating some sort of click on the landing page. A call-to-action encourages the user to take some sort of action on the landing page. Generally, these are built into landing pages in the form of bright colored or contrasting colored buttons. You want to keep your CTAs to one per page so as to not confuse or overwhelm your potential client.

     

• • Lead Capture Form.
    

    
    Lead capture forms are perhaps the most important part of a landing page. Lead capture forms work to do just that, capture leads. This form generally asks for a few basic pieces of information. This includes name, email, phone number, and a basic blurb on what the person is needing. Depending on the purpose of your lead capture form, you may ask one or two supplemental questions to get a better idea of what this person is looking for. For a construction company, this could look like some descriptive factors on the work they want to be done, the type of project, the size, etc.

     

• • Impact SEO.
    

    
    Search engine optimization, also known as SEO, is the process of improving both the quantity and the quality of traffic to a specific website. The more traffic that sees your construction website, the more likely it is that these page views will turn into conversions. SEO can be strengthened in a number of ways.

     

• • Page Content.
    

    
    The content you house on your page should not only be informational and practical but should be selected and curated to improve SEO. A popular method of boosting SEO through content is the use of keywords and keyword phrases. Keywords refer to terms that are commonly searched in Google. The more content your site has that reflects those terms, the higher chance the search engine will display your site towards the top of the results page.

     

• • Page Structure.
    

    
    Consistently updated and easy-to-read content is key to improving your site’s SEO. The use of headers to separate various content topics works not only to make it easier to follow, but search engines actually recognize the text in the header format. Quality headers that include important keywords can make a significant difference in how well your site ranks on the search results page.

     

• • Metadata.
    

    
    Metadata refers to information that you can write into the code of the website. This information often describes the content of the page and what it is discussing. It is key that you consistently update your metadata over time as your site changes and grows to ensure that it continues to reflect its current state. While there are three main types of metadata, title metadata, description metadata, and keyword metadata, the most important is the first. Title metadata is what is displayed at the top of your browser window as well as what comes up as the headline in search results. 

 

4 Pillars of a Quality Site

The best websites are custom, ground-up builds. You want your website to reflect your company in every way. From the design to the copy, and the features to the photos and videos, it should be a platform that mirrors all the strengths your business has to offer. Construction web design is no different, your webpage should be an informational highlight reel of your past work, your services, and all the necessary information that a potential client would want or need to know.

 

• • Mobile-Ready.
    

    
    More than half of all search inquiries are now done through a mobile phone. For maximum audience retention, websites should be optimized to function seamlessly on a smartphone operating system. If a site fails to load or loads too slowly, chances are the user will leave the page and move to a different one, potentially costing you business.

     

• • Functional & Fast.
    

    
    One of the most important factors when looking at website performance is how long a user stays on a page. Sites that are slow to load or aren’t functional in the way they should cause users to leave the page and go to a different one, causing a loss in conversions. Your site should be quick to load and function without glitches. Whether your page features a map tool, a form fill-out, or any other interactive element, it is of the utmost importance that they work well.

     

• • Clear CTAs.
    

    
    CTAs are also called “Calls to action” and refer to a specific button or feature on the site that urges the user to take a specific action. This could be a “join now” button or a “get in touch” form. Whatever the call to action may be, it must be clear to the user. Most call-to-action elements sit on the header of the page. This is because the header is displayed on every additional site page, not just the home screen. Additionally, being up in the header follows the eye line of the user making it stand out and easy to see. 

• • Built For Growth.
    

    
    Your site should be built with growth in mind. A site design for growth includes building out features that drive long-term results. While it may be tempting to use your website to house main information and a contact page, effective sites have so much more to them. Adding a blog to your site can help rocket your page to better search results. As aforementioned, the content on your site can do a lot for your visibility on the internet. When you’re looking to build or redesign your site, consider investing in aspects that can help your site grow with your business from the get-go. It can save you from a lot of future headaches. 

 

Custom Web Design With Epic

Epic Marketing has been designing and building custom sites from the ground up for nearly 16 years. We believe high-quality websites that drive conversions and escalate growth are custom built from the ground up. Our talented team of developers and designers have trained in web design best practices and constructing functional, fast, and good-looking online platforms designed to push your business to the next level. If you’re looking to up your website game, give us a call. 

 

SEO in the Construction Industry 

The Construction industry can be highly competitive. In any given region there can be upwards of ten top construction companies all competing for the same projects, bids, and clients. It can be difficult to elevate your specific company above the rest. But, with the right marketing plan and a well-researched and well-developed SEO strategy, your company will start to see results like never before. 

 

Do construction companies need SEO? 

SEO should be part of any company’s marketing strategy. Search Engine Optimization (SEO) serves a primary purpose in making your construction company more competitive. When there are so many types of similar companies in one industry or one region, it can be difficult to stand out among the others. SEO works to do that through your website and online presence. It can drive online traffic, rank your site on the first page of search results, and increase your chances of getting work. 

 

SEO is defined as the process of increasing the quantity and quality of a website’s organic traffic as well as improving its position on the search engine results page (SERP). The higher your page ranks, the more likely a prospective client will get exposure to your business. SEO is an investment that can produce long-term results that will drive conversions and elevate your company above its competitors.

 

SEO vs Other Marketing Channels

SEO differs from other marketing channels, like social media, in that it is one of the easiest strategies to scale as your construction company grows. By establishing a strong SEO presence at the beginning, over time, as your business grows, your online presence is able to keep up. Because SEO establishes a position in the SERP and constantly works to improve it, you can start ranking higher and higher, making your services more visible to potential clients. Additionally, with the proper custom SEO strategy or SEO campaign, you can begin to rank for keywords that are specific to the services you offer in your target audience or area. 

 

On-Site SEO strategies

On-Site, also known as on-page, SEO refers to the strategies used to optimize the elements on your site for search engines.

 

• Good, Fast Site. One of the key elements of good SEO is having a fast, responsive website that houses all important information related to your business and services. Most users have grown to expect load times one 1 second. If your site takes too long to load, the user may just leave.
  
  The content of your site should be easy to navigate. If a user can’t find useful and important information relatively quickly, then chances are your content layout isn’t great. Most users generally make a web inquiry with the intent of finding specific information. And if they can’t find it on your site, they may go to your competitor’s

• Mobile-Friendly. To no one’s surprise, over 50% of search inquiries are done on a mobile phone. If your site is not optimized to perform well on its mobile version, and it has slow load times and is difficult to read, chances are the searcher will just exit out. This can result in many lost job opportunities.

 

• Keyword Optimization. Keywords refer to the most commonly searched words in relation to an industry. For example, in the construction industry, someone may be googling “demolition” or “demolition equipment”. For your page to rank well in the SERP, you’d want to optimize your content to have a page that refers to demolition or demolition equipment. You can even get more specific by the location of your services and further specify that your page covers demolition and demolition equipment in Salt Lake City.
  
  Properly researching keywords is key to developing successful and worthwhile content. Without proper keyword research, you can produce a lot of high-quality content, which takes time, and still not see any sort of improvement. There are a variety of free platforms like Google Trends and paid platforms like AHREFs, that can provide a list of commonly searched words that fall in your area of interest.

• Sitemap Structure. The sitemap refers to the layout of your website. It’s similar in essence to the content layout, but it functions more for the search engine than for the user. The sitemap will tell the search engine which pages are most important and gives search crawlers all the information they may need to properly do their job.

• Proper Tags. Search engines use what are called “tags” to identify your site and the content that exists on it. These tags include title tags, meta descriptions, and alt tags. Title tags are the HTML code that identifies the title of the page. This is important to rank for specific searches.
  
  Meta descriptions are another form of HTML code that tells the search engine what your page is about. If you’ve ever searched a page on google, and read the few sentences listed underneath the title, that is the meta description. The better your meta descriptions, the more likely someone is to click.
  
  Alt tags store the information that describes the visual elements that exist on a page. This is specifically important for those who are visually impaired. Well-written alt tags can help in terms of search purposes as well, but realistically they work to prove accurate descriptions of visual elements. 

 

Off-Site SEO strategies

Off-site SEO strategies, unlike their on-site counterparts, are methods to boost your business that don’t pertain to the website and its content.

 

• Search Engine Reviews. Most search engines like Google offer a spot to leave reviews on a business. They generally give a star rating and provide a spot for the client to talk about their experience with a certain service or business. The best way to interact with these reviews is to respond to every single one, both the good and the bad. This shows an effort of engagement from the business owner and offers a chance to address any problematic experiences.

• Review Websites. Aside from the search engine-specific reviews, there are a variety of online review sites like Yelp, that offer a platform for customers to write their reviews and express their opinions on an experience. It is important that your business has an active account on all these review sites to respond to feedback, fix any issues, or respond to questions.

• Google My Business. Google My Business is a tool that Google has developed to help businesses manage their online presence and to help customers find the business they’re looking for. It is important that as a business you claim your Google My Business listing and fill in any missing or incorrect information and add visual elements like images so potential clients can recognize your office front.
• Other Business Listings. Similar to Google reviews and other review sites, there are other business listings aside from Google My Business that provide similar tools. These are important places to verify your correct phone numbers, addresses, hours, and other important information that potential customers would be looking for.

 

Local SEO Strategies

If your construction company only works or primarily works in a specific locale, developing a local small business SEO strategy would be beneficial.  The biggest aspect of strengthening your local SEO strategy is ranking higher in local searches. There are several strategies that work to boost your local SEO.

 

• Keywords. As previously discussed, keywords work to rank your pages higher based on google searches that have matching verbiage. For local searches, you’ll want to include the name of your target location in your content so it reflects what people may be searching for. For example, most of your content could include your service followed by the location you’re targeting, e.g. construction equipment for rent in Salt Lake City, Utah.

• Maps. There are a variety of mapping services that potential clients use, including Google Maps, Apple Maps, and Waze. Taking advantage of these mapping services by putting in your business’s information can help your company rank when people search within these platforms. The more places your business shows up locally, the better chance you have of attracting local clients. 

 

Measurement and Tracking

When working with SEO, it is important to use tracking metrics to see how these strategies are helping your business. Because SEO functions mostly in the long game and generally doesn’t provide immediate results, having an accurate measurement system can help you visualize the difference, albeit relatively slow, that SEO can make for your business. 

 

• Google Analytics. Google Analytics is a tool offered by Google that will track and report your website’s traffic. It provides important statistics and basic analytics that you can use for your SEO and marketing purposes.

• Google Search Console. Google Search Console is another of Google’s marketing tools. It allows webmasters to check the indexing status and the current visibility of their websites. Using this information, marketers can then further optimize your visibility in hopes of increasing the overall search ranking.

• Screaming Frog.  Screaming Frog is a common non-Google suite tool used by marketers. It has been dubbed an “SEO spider” which essentially means it is a website crawler that can help you improve your on-site SEO. It extracts a webpage’s data and uses that information to audit for common SEO issues.

• Google Lighthouse Audit. Lighthouse is a Google tool that is used for improving the quality of a specific webpage or set of web pages. It is particularly useful because you can run it against both public and private web pages. It provides august for SEO, web apps, accessibility, and performance. 

Work with Epic

Epic Marketing has over 16 years of experience in full-service marketing strategies. Our clients range from construction companies to bakers. Our digital team works to provide top researched SEO strategies, including specific construction SEO services,  to drive local traffic to your site, increase sales, and help your company rank higher on the SERP. For any marketing inquiries, we are here to help. Call us today or schedule a free consultation.

 

 

Marketing in the Construction Sector

Though marketing applies to nearly any industry, how it is applied will vary from sector to sector. The construction business is characterized by generally dominant monopolies, technological advances, and an ever-growing workload. Because of these factors, construction marketing strategies need to be modified to match. Hiring a marketing team to handle your advertising efforts will help you develop a well researched and data-driven plan that will capitalize on opportunities and grow your business. 

 

Developing a Construction Marketing Plan

A marketing plan comes to fruition through a series of steps, each playing off the previous. Dedicating time and research to developing thorough strategies can be the difference between success and staying stagnant. Generally, the development of a marketing plan follows a series of seven steps, including:

 

• • Identify objectives
  • Identify target audience 
  • Consider the budget
  • SWOT analysis
  • Competitor research 
  • Evaluate marketing channels
  • Result tracking

 

1: Identify Objectives

While this may seem obvious, identifying your objectives is a crucial first step. This doesn’t mean having a general idea of what you wish you achieve, but rather, having a concrete understanding of exactly what you want. Thoroughly outline your intentions and set specific goals. These will be the foundation upon which the rest of your marketing plan will be built on.

 

2: Identify the Target Audience

Understanding your target market early on in your marketing efforts is not just important for growth, but can help reduce the number of headaches later on. Depending on your demographics, how old they are, where do they live, etc., you will have to modify your marketing plan. Based on your identified goals, consider which audience or audiences you will need to serve. This could be dependent on where your company is located, how far you’re willing to travel, and which construction niche you are filling. Marketing and advertising efforts are most successful when properly targeted.

 

3: Consider the Budget 

When creating a marketing plan, it is necessary to be well acquainted with your budget. Different marketing channels and strategies come with varying price tags. To maximize the budget at hand, you must first understand what money you are willing to spend. From there, your marketing team can help divvy up your finances accordingly.

 

4: SWOT Analysis

The acronym SWOT stands for strengths, weaknesses, threats, and opportunities. It is often used as a method to hash out the core advantages and disadvantages of a particular company. Through the SWOT process, the marketing plan can be honed to maximize the strengths, downplay the weakness, diminish the threats, and capitalize on the opportunities. 

 

• Strengths. Strengths refer to what your company or service does well. Perhaps these are proven strengths from years of experience, or they have perceived strengths based on your target audience and business goals.
• Weaknesses. Like the strengths, the weaknesses are just as they sound. Analyze where your services could potentially fall short. In which areas do you foresee vulnerabilities, and what can you do to minimize said weak points?
• Opportunities. Opportunity areas are key to your growth. Look at the construction industry as it is, and look at where you could potentially capitalize. Is there a specific area that is underserved? Perhaps a target audience that has not yet been reached?
• Threats. As unfortunate as they are, threats are inevitable. And often, no matter what we do, they will continue to exist. But understanding potential threats, where they come from, and their consequences, can better prepare you for minimal impact.

 

5: Competitor Research 

Competition drives nearly every industry, and construction is no different. Understanding what your competitors do well, fall short in, and where they differ all are crucial to developing a marketing plan that will position you above the rest. Just as you may conduct a SWOT analysis for your own company, it would be wise to do the same for your main competitors.

 

• Strengths. What do your competitors do well? Pinpoint their strengths and ask yourself if this is something your service could potentially rival. If it can’t, this doesn’t mean your marketing efforts are futile. Rather, this will show you where else to direct your energy.

• Weaknesses. Weaknesses are important to locate for two reasons. The first is it shows where your competition falls short, and where your service could potentially capitalize. The second is it potentially shows the setbacks within the industry. Especially if your competitors have been in business for a while, their weaknesses can offer insight into potential roadblocks you may face.

• Opportunities. Of the four SWOT pinnacles, opportunity is perhaps the most important. Understand what your competition doesn’t offer and what you can do to fill that gap. Perhaps it’s different processes, better prices, or more areas of expertise. Whatever it may be, one of the best ways to grow your competitive advantage is to excel in an unrivaled aspect.

• Threats. In any industry, there will be threats. While some come more from outside variables like the economy, supplier shortages, and lack of equipment, others originate internally, like your fellow competitors. The best way to face a threat is to be prepared for said threats. Look at the threats, both external and internal, and identify which are more likely to affect your business.

 

6: Evaluate the Marketing Channels

Marketing channels are defined as the mediums through which specific marketing efforts are pushed. These can include social media platforms, SEO, print advertisements, billboards, email marketing, paid advertising, TV commercials, and other digital efforts. Depending on your established objectives and target audience, the channels you use may vary. Your marketing team will put together a channel strategy that matches your needs. Often you’ll see an omnichannel plan that uses multiple marketing channels to cover the different bases for your service and industry.

 

7: Tracking Results

Progress, and more importantly lack of progress, is more easily identified when data tracking is present. Tracking your results can help you both measure your success and locate the areas in which your efforts are continuing to struggle. With tracking, you can test new strategies and modifications to your marketing plan and actually quantify how well or poorly your new efforts are performing. Proper data tracking ensures that you don’t waste more time than necessary on marketing options that do not produce results. 

 

Why Work With Epic?

Epic has been serving Salt Lake and Utah counties for over 16 years. We have provided expert marketing knowledge and advertising content to construction firms all around the state of Utah. Our talented team of account executives, digital marketers, designers, web developers, and copywriters have experience in working in various aspects of the construction industry from equipment rentals to concrete and hydrovac services. For a free consultation, call us today!

 

 

How to Hire a Marketing Agency

 

Hiring a marketing agency is a big step for any business. Whether you are a big or small company, entrusting your marketing endeavors to an external team can be daunting. Finding a good agency is an investment. It takes both money and time to find the right fit. And like all things, you run the risk of making the wrong decision. This is not meant to scare you, but to highlight the importance of thorough research and effective vetting. Before jumping into the “choosing an agency” process, it is best to start by asking yourself some basic questions.

 

Big Picture Questions

 

These big picture questions are meant to help you look at your business and its needs in a broad manner. Details are important. But a big picture focus identifies the framework of your marketing goals. Understanding why you want a marketing agency and your intent with that agency can set you on the right course when it comes to actually hiring one.

 

Are You Ready For An Agency?

 

Whether or not you’re ready for an agency is largely determined by what you’re looking for. A good rule of thumb is if you’re looking to check off tasks, consider hiring in-house marketing help. If your goal is to develop brand strategy and campaigns, opt for hiring an experienced marketing agency. The driver behind hiring an external team is they can look at your business from an outside perspective. They can use their industry knowledge to develop a marketing plan and strategy that you may have never considered.

 

Why do you want to hire an agency?

 

Your intent behind hiring an agency is indicative of whether it is the best idea or not. If you’re looking towards an agency because you’re frustrated with your sales and want an immediate fix, hiring an agency would be a waste of time and resources. Marketing is a long-term game with effects that are often felt further down the line. If you’re looking to set in place a foundation and plan for continued advertising, an agency partner can offer you that blueprint.

 

Long-term goals with the agency?

 

Consider your long term goals with an agency. Are you looking to develop a campaign for a specific product? Do you want to run ads for the foreseeable future? Figuring out what you want long term from an agency will not only help you choose the right fit but will also help the agency better serve you and adjust their strategic marketing plan to meet your needs.

 

Detail Oriented Questions

 

Now that we’ve covered the big picture, onto the details. Marketing is an industry that plays heavily on specifics. Your type of business, brand, and definition of success can all help you select the right agency for what you need. You will soon find that different agencies have different specialties and operate in different ways. Some of these will inevitably not be right for you. Establishing a selective set of needs will make your options more targeted.

 

Local or not?

 

The location of your marketing team depends mostly on your type of business and your preferences when it comes to meetings. For the most part, location-based companies, like storefronts, restaurants, or local services, prefer to work with a local company. A local company has a better idea of the advertising market in that specific area and can offer location-specific insights. If your business is entirely online, the location of your team may matter less. This being said, for either type of business, if you prefer to meet face to face and often, a team that is in your local area is better. 

 

What kind of agency are you looking for?

 

Not all marketing agencies are built the same. There are full-service agencies that offer all marketing services and there are more specific agencies that specialize in a specific part of marketing whether that’s branding, content marketing, digital marketing, video production, social media marketing, web design, etc. If you’re looking for a specific service, say you want solely TV commercials or promotional videos, you may opt for a video-specific agency. If you’re looking for multiple agency services, a full-service agency may be the best fit. This way, all your services are sure to look consistent as they are all produced by the same team.

 

What are you looking to accomplish specifically?

 

It is important that your specific goals align with the goals of your marketing team. Different agencies will have different opinions on how to go about marketing your product or service. If you find that an agency is too far removed from what you want, it may not be the best fit. While it is important to keep an open mind when discussing marketing with marketing experts, sometimes it just doesn’t line up. Having a specific list of needs or goals ready to discuss can help guide you towards the right choice.

 

Steps To Hiring A Marketing Agency 

 

Now that you have asked yourself some basic questions, it’s time to start the process of hiring an agency. It is important not to rush this process. Hurrying through the steps and hiring an agency quickly can not only lead to a loss of time and money but could significantly impact your business. When looking at different agencies, take your time, do your research, and be confident in the decision you make.

 

Research.

 

Good research is the foundation to finding the right marketing agency. Start narrowing your field by searching for specific elements you want, whether that is industry, location, price, etc. As you find potential contenders, start putting together a list. Be sure to look at individual agencies’ websites and their past work. Often the website will have a section of case studies or portfolios that outline past projects, processes, and results. Check out client reviews and testimonials to see how other companies would rate their experiences.

 

Request.

 

Once you’ve gathered your well-researched list, send out what is called a request for information (RFI). An RFI is an incredibly useful document for both parties. It allows you, the potential client, to outline your business’s background, needs, and wants. And it provides a place for you to collect information on the agencies you’re looking at. The agency that receives the document can now see exactly what you are looking for, and provide any information or numbers that were asked of them. These documents act as digestible summaries of your potential options.

 

Compare.

 

This is where the real selection starts. The requests that you collected in the previous step are an excellent launch pad for comparison. You have a snapshot of budgets, skills, and agency services that you can compare and contrast. This is the step where you begin to decide what factors are more important to you. Maybe you have a strict budget and the agency that offers the most within that sum is the best option. Or maybe you’re most interested in skillsets and willing to pay a little over what you had originally settled on. Ultimately this is where you look at all the research and resources that you collected and take your pick.

 

Start.

 

If you’ve made it this far, congrats! You have a new marketing agency. Now the fun starts. Your first meeting with the new team can be exciting and nerve-wracking. This is where you can start to outline the plan for your company’s marketing strategy. You’ll go over the different services and goals for each, and see how the team begins to develop your blueprint. This meeting is important for you to confirm that you’re confident in this decision. And remember, if it doesn’t work out, it’s okay to break up!

 

Marketing Agency Red Flags

 

When you’re on the agency hunt, it’s important to be wary of red flags. Here are 5 telltale signs to look out for when considering an agency.

 

They overpromise results

 

Marketing is a game of patience and consistency. If an agency promises you success immediately, you may want to consider why they would need to oversell.

 

They lack proof of past success

 

An agency that is confident in their abilities and has the results to prove it will post it to their site. If you can’t find any proof of success for an agency, it may mean it was never there to begin with.

 

They have poor communication

 

If an agency has poor communication at the very beginning, it won’t be there at the end. A lack of communication is a lack of transparency, and that is not something you want.

 

They use a lot of buzzwords

 

You don’t have to be a marketing genius to understand the basics of what an agency is helping you with. If all you hear are big, fluffy words and no explanations, it’s best to find someone else.

 

They have little to no client retention

 

They say the proof is in the pudding. In marketing, the proof is in the past clients. If an agency shows little to no client retention, the issue isn’t the clients, it’s them.

 

The Bottom Line

 

Hiring a marketing agency is an investment. It requires you to dedicate time, money, and energy. It is important to take your time, be thorough, and do your research. But, successful marketing efforts offer excellent return on that investment. 

It may seem daunting, but we hope these steps ease some of those nerves. And if you’re looking for some help, fill out the contact form below. We look forward to chatting with you.

Big changes are happening in AdTech. Over the past 20 years, advertising technology has exponentially increased in sophistication and effectiveness. This has led to incredible advances for marketers in the ways we promote goods and services. At the very core of this advancement is user data. From niche audience segmentation to personalized marketing experiences, user data has become the most valuable asset of nearly every company on the planet.

However, after a decade of data privacy scandals such as Cambridge Analytica and many others, the public has gained an increased understanding of how their data is collected, sold, and utilized—fueling public outrage and serious political pressure for change.

Faced with mounting pressure, digital giants Apple and Google have taken the opportunity to put user privacy first, limiting personal data access for marketers moving forward.

Digital ads have relied on personal data gathered by third-party cookies since the early days of the public internet in 1994. As part of their commitment to putting user privacy first, Google is progressing with plans to phase out third-party cookies on Chrome by 2022, and Apple’s 14.5 iOS update has already begun to severely limit ad targeting capabilities across their mobile devices.

Instead of automatically opting users into tracking, Apple now requires apps that want to track user data for advertising on Apple devices to prompt users to opt-in first. Marketers are worried that if users are faced with a choice on whether they consent to third-party sites tracking their data, most users won’t say yes—making it harder for ad campaigns to be effective.

What Are Cookies?

When you visit a website on your phone or computer, a small text file from the website attaches itself to your browser. That text file—called a cookie—holds data like your name, username, email address, and other personal information that can help marketers tailor future content to your preferences and interests.

Cookies are great for things like remembering products you left in a website’s checkout cart, automatically filling in forms with your contact information, and showing you ads for products you’re probably interested in. They’re convenient for customers and provide helpful insights for marketers.

Up until now, businesses have been able to easily track website visitors using cookies. The data collected improves user experience and helps target digital ads to the right users. But some people (and corporations) aren’t too happy about businesses knowing that much personal information about individual customers—hence: the cookie phase-out.

How Will This Change Impact Businesses?

Since the changes are still being rolled out, it’s difficult to see how the cookie phase-out and iOS update will impact marketing efforts long term. Many small businesses have relied heavily on third-party cookies up until now, so this change might put a wrench in some digital ads for a bit. But not forever.

Marketers are a creative bunch. Many companies are already developing and launching early stages of cookieless ad targeting solutions. Fortunately, Apple and Google have been open about the updates for a while. It’s given us and other marketers time to prepare for the iOS and Chrome updates so our clients are well prepared.

And even though this focus on user privacy changes our ad tactics a little, it’s probably a good move in the long run. User privacy is important. We don’t see the downfall of cookies as data we’re losing, but as data marketers probably shouldn’t have had access to in the first place. Like other smart agencies, we’ve diversified our marketing strategies and challenged ourselves to innovate. Organic marketing, SEO, and brand awareness campaigns are going to be much more crucial for businesses in the future—and we’re ready for it.

Dive Deeper

There’s no way we could cover everything about the updates and years-in-the-making privacy battle currently going on between tech companies and governments. So we’ve put together some resources to help you better understand the cookie crackdown a little better:

• What Are Tracking Cookies?
• Apple and Google are Cracking Down on Cookies: What HubSpot Customers Need to Know
• Apple’s Move to Block User Tracking Spawns New Digital Ad Strategies
• The Death of the Third-Party Cookie: What Marketers Need to Know About Google’s Looming Privacy Pivots
• Why Marketing Might Be Better Off Without Cookies
• A New Type of Ad is Heading for Your iPhone
• iOS 14.5: How This Outstanding New Feature Will Change Your iPhone Forever
• 5 Ways Apple iOS 14 Will Affect Your Facebook Ads (and How to Prepare)

 

The marketing world is constantly in flux. From search algorithm updates to evolving website design styles, it’s getting harder and harder for businesses to stand out to their target audience. For entrepreneurs who want to ensure their business stays relevant, visible, and successful, they need to make marketing as much of a priority as any other aspect of their company.

Your business’s marketing strategy isn’t something that should be overlooked—or worse, put in the hands of an intern. All it takes is one wrong move and your company’s brand, reputation, and entire future could be in jeopardy. Make sure your marketing strategy is always in the hands of professionals. Hiring an agency will ensure your business and brand always gets the professional attention it deserves.

The choice to hire a marketing agency will come at different times for every company, but it’s a choice you shouldn’t take lightly. Let’s take a look at some of the reasons why you should hire a digital marketing agency to take care of your business’s marketing needs.

 

Why Should I Hire a Digital Marketing Agency?

Hiring a digital marketing agency is a cost-effective strategy for companies looking to improve sales and grow their business. Digital marketing agencies help companies attract new customers, improve brand awareness, and generate more revenue.

1. 1. 1. You’ll get access to expert knowledge:
         If you’re relying on a single in-house marketing specialist, you’re extremely limited in what strategies you can focus on. Just because someone is experienced in paid ad campaigns doesn’t mean they can also shoot a quality commercial. With a full-service agency, you have access to more services and a team of experts in their respective fields. Having a suite of creative and technical professionals at your beck and call gives you more growth opportunities than a limited in-house team ever could.

    

   1. 2. You’ll save money (and still grow):
         A lot of people think only large businesses can afford to hire a marketing agency—they’re wrong. In reality, it’s often cheaper for small businesses to outsource marketing to an agency instead of hiring a full in-house team. Hiring and retaining in-house employees is expensive. Recruiting costs, benefits, sick days, payroll taxes, health insurance, and training can quickly become too expensive for small or medium size businesses to sustain. And since one person shouldn’t handle every aspect of marketing, you’d need to hire a team—increasing costs dramatically. Instead of using that money for those internal costs, agencies put it directly back into your business so you get a better ROI.

    

   1. 3. You’ll get precious time back:
         If you’re a small business owner or solopreneur, you’re probably used to doing everything yourself. That DIY mentality is great when you’re getting your company off the ground—but as it grows, you’re going to have to delegate. There are simply not enough hours in a day for one person to successfully run your marketing on top of the multitude of tasks that need to be accomplished for your business to thrive. Once you outsource that work to a marketing agency, you’ll be able to use your new free time to focus on other parts of your business.

    

   1. 4. You’ll get access to better tools and data:
         There are lots of free marketing tools out there, but they often don’t provide helpful data until you upgrade to a paid version. If you’re a large company with an internal team, it’s worth it to invest in those tools yourself. But for small businesses, that might not be financially possible yet. Once you start working with an agency, you get access to those pricey analytics tools and will receive more actionable insights that move your business forward.

    

   1. 5. You’ll get an unbiased perspective:
         Your company is like your child—it can be hard for you to see problems since you’re so close to them. Since agencies are a step removed from your business, it’s easier for them to point out concerns without personal feelings getting in the way. An in-house marketing team is going to be nose-deep in your company 24/7. That can make it hard for internal employees to look at a marketing strategy from an unbiased perspective. An agency’s outside perspective will help you see what is—and isn’t—working in your company. They can also bring up marketing concerns that in-house employees may be nervous to express.

    

   What to Look for When Hiring a Marketing Agency

   Finding the right marketing agency for your company can be a daunting task. Some things to keep in mind when hunting for the right agency partnership include:

   • Your budget. Marketing costs money to do right—but it’s an essential investment in your company. When talking with different agencies, ask yourself how transparent they are about costs and billing practices before you sign any agreement.
   • Client retention rate. Client-agency contracts end for a lot of different reasons. But if during your research you see a pattern of previous clients ending contracts early, that’s a big red flag.
   • Agency expertise. Some agencies specialize in a specific industry, and others offer more general services. If you’re only looking for SEO help, don’t look at agencies whose website only shows video production services. Most agencies today are full-service, but do your research and make sure they actually provide the work you want.

    

   When Should I Hire An Agency?

   Taking the plunge and hiring an agency is a big step for any business. Here are a few signs it’s time to bring in the marketing experts:

   • You’re not getting sales. If you’re seeing a sales plateau, it’s probably time to get a new set of eyes on your marketing strategy. Agencies provide a fresh perspective and can give you insights on how to increase sales that internal teams may have overlooked.
   • You don’t have enough time. If you’re an entrepreneur, you’re probably doing all the marketing yourself at the beginning. But as your company grows, it can be hard to find time in your day for marketing. Agencies take that responsibility off your shoulders so you can focus on other crucial parts of your company.
   • You don’t have niche skills. There’s no way one person can be an expert in every aspect of marketing. Bringing in a team whose entire career focuses on a specific marketing discipline will ensure your business is taken care of by professionals.
   • You don’t have the budget for an in-house team. Hiring an entire internal marketing team is a big expense. Hiring a marketing agency usually ends up costing businesses considerably less than staffing an in-house team.

    

   The Bottom Line

   Hiring a marketing agency is one of the most responsible things you can do for your company. It shows you take your business’s future seriously and are willing to do what it takes to see it succeed. If you’d like to know more about how Epic Marketing can help your company grow, please fill out our form at the bottom of the page and we’ll get in touch with you right away.