Three low (cash) cost construction marketing priorities

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The dinner attracted almost 160 guests, and helped several relationships to develop

ConstructionHere are three construction marketing ideas you can implement by spending $1,000 or less (total). The only catch (but a big one): They aren’t free rides — you need to put some sweat into the process and that includes learning time and some real energy/effort. You could contract out some of this work, but this is one place where (at least at the start) a little self-directed energy will pay dividends down the road; so you can properly evaluate the skills of others offering the relevant services.

Join, participate in, and then lead client focused associations and groups

Remember the key phrase: “client focused”. It is okay to belong to associations reflecting your own industry; the marketing challenge is to connect and lead associations reflecting the people and organizations you wish to reach. These can be community, hobby or religious organizations in business-to-consumer markets, and trade and business associations in the business-to-business marketplace.

This strategy won’t provide generally a quick pay-off; in fact the profitability will arise generally after a long apprenticeship with a selfless orientation. However, done right, you will embed yourself (and your relationships) to develop a steady and increasing business volume.

Cost: Membership dues and event/attendance fees (don’t rush to pay to sponsor or advertiser with relevant associations at the beginning) so overall investment shouldn’t need to be much more than $1,000 a year per association.

Build and maintain an effective website and social media presence

You can hire others to do this work for you, but the cost of building a solid website isn’t high, especially if you set it on low-cost or even free platforms. The challenge, of course, is getting it right and professionally done. Probably you would benefit from some industry-focused guidance and instruction. The best leads for relevant website builders probably will be through word-of-mouth recommendations from others who have had good experiences (and are achieving solid results). d

Cost: You can spend $5,000 to $10,000 — but shouldn’t need to go anywhere near that high with some homework and research. You can build a decent website for well less than $1,000.

Develop and manage a simple repeat and referral program

Your first and probably most cost-effective marketing campaign will be to your existing clients, thanking them for their business, and encouraging them to call you if they have more work to do; or know others who may benefit from your services. You might be uncomfortable asking for referrals, but if you can overcome that discomfort, you’ll reap the rewards.

Cost: As low as zero (you thank and ask by phone or in person); or you may provide some small gifts or develop a simple direct mail or email campaign. None of these initiatives should cost you more than $1,000.

I elaborate on these ideas and provide some suggestions in the Construction Marketing Ideas book. You can request your own copy today.

 

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