When it comes to marketing, much of the discussion focuses on digital marketing, which involves incorporating social media, email campaigns, e-newsletters, and blogging into one’s sales and marketing strategy. To be sure, digital marketing is critical in today’s world of smartphone usage by consumers and businesses alike. But don’t forget to continue to leverage traditional marketing when promoting your construction services.
Let’s take a look at how to expand your construction business with printed materials.
Great Site Branding, Signage Attracts Attention
One of the most effective strategies for boosting brand visibility in construction is through strategic signage placement. This includes having signage on active job sites, company vehicles, and at your business premises. Effective signage introduces your construction to locals and portrays your professionalism, reliability, and credibility.
Make sure your signage is visible from a distance. Include your logo, name, tagline (or description of services), phone number, and website address.
Direct Mail Marketing
Personalized letters and postcards can be highly effective ways to reach a targeted audience in your area. In fact, direct mail marketing has stood the test of time and doesn’t look to be slowing down any time soon. According to a 2023 Association of National Advertisers (ANA) Response Report, marketers reported a 112% ROI for prospect lists using letter mail and a 92% ROI for postcards mailed to house lists.
How to Use Personalized Letters and Postcards
- Send out a reminder letter to residents before the winter offering roof checkups.
- Before spring, send out a postcard highlighting your landscaping services with a montage of photos showing the residential and/or commercial work you’ve done. You can also send a postcard highlighting your renovation services.
- If you happen to be starting a new build or a renovation project, send a postcard to homeowners in the surrounding area to generate new leads.
- Personalize the letter or postcard with the recipient's name, address, and other personal details to make the message more engaging.
- Add a QR (Quick Response) code to your direct mail campaign. Use a QR code on your postcard so people can scan it on their phones to visit your website. It’s a perfect way to bridge the gap between offline mail advertising and online browsing.
- Be sure to create compelling, concise messaging focusing on the benefits of your services. Make sure to have a solid call to action. Design is equally important. Use eye-catching colors, photos of projects you’re proud of, and consistent branding. Also, don’t skimp on the quality of the postcard. Select a suitable paper thickness and an excellent finish. Use a service that can automate your direct mail campaign to specific target areas.
Remember, combining online and offline marketing is important in your marketing strategy.