Unless your construction company has lots of work stacked up, there will be times when there is nothing to do, and that is the best time to think about Strategic Marketing and following the adage:

"Dig your well before you are thirsty"

You won't build a loyal client base if you can't earn your visitors' trust, which is why companies value social proof highly. Proving your construction business's value online takes a unique skill set, but boosting it during your downtime is a great practice. 

While waiting for something to happen, here are a few strategies that can help you generate leads:

1. Build credibility quickly

Just started? Why should people hire a new business? Your first challenge is quickly overcoming their doubts by building trust and credibility. Some tips:

• Promote your skills and experience, plus those of your staff and associates.
• Join your industry or professional organization and start building a profile.
• Commission a writer to produce articles using your ideas.
• Feature customer feedback and projects completed on your website.
• Gain a market foothold by offering a service or product at less than full price in return for an endorsement you can use. (Regard this as an advertising expense.)

2. Focus on solving pain points

Identify and then focus sharply on solving the customer's challenge, whether it is a problem, a desire, or a fear.

Be specific and monetize your solution if possible. Try building a story around your service that the customer can relate to. For example, how much does double glazing save an average house in heating costs? Wrap the story of the saving around other payoffs, like a more comfortable and healthy living experience – warmer in winter, cooler in summer.

Service businesses often have a reputation for being late. If you offer services, can you guarantee to arrive on time? Look for the 'hidden' pain points in your industry.

3. Promote your point of difference

Boil down your client solutions into a compelling point of difference that will overcome customer hesitation. Refine this competitive advantage into a memorable slogan or a few short sentences at most. Run the result past your advisers and some small business owners. Once they approve, vigorously promote your point of difference on your website and in all your marketing material. Make sure staff can also confidently communicate it to customers.

4. Develop a strong website

A website can be a powerful marketing tool. Some priorities:

• Make sure customers can find you. Get expert advice to improve your search engine ranking.
• Make the website fast and user-friendly. Get outsiders to test the site without prompting and fix what frustrates or baffles them.
• Include credibility-enhancing Frequently Asked Questions, Customer feedback, or Projects Completed sections. People often browse a website to build their confidence in your business before they buy.
• Include social media buttons to help readers spread the word.
• Encourage people to sign up for a newsletter in return for a discount or other incentives.
• Give people a reason to return by featuring hot deals and new information on the home page.

5. Use low-cost promotions first

Try the low-cost tactics first.

Direct mail and telemarketing can still be cost-effective for higher-priced services or products. Small-scale runs can give you an indication of demand and allow you to experiment with different options.

Blogs and profiles on social media such as business-focused LinkedIn or people-focused Facebook and Twitter are valuable ways to develop conversations with customers or potential customers.

If you are new to social media, research online etiquette first.

6. Start with a splash

If you just started, can you come up with some newsworthy event or gimmick to launch your business with a splash? Study how other companies launch. Can you do better? If you can't afford to hire a PR firm, ask a retired journalist with media contacts to help you put together some press releases.

The media are always hungry for good stories. Some innovative thinking can lead to free publicity in the local media.

7. Build a client database

A good client database is worth gold. It is easier and cheaper to sell more to existing customers than it is to find new customers. Start capturing customer information (with their permission) from day one and decide what details you need to include to help you build repeat business.

For example, you can record what customers hired you for, how much they spend, and when their purchases of services are likely to need renewal.

Your database will help you build a complete profile of your customer types, so you can focus on finding more people like your best clients.

8. Network vigorously

Business is all about people. The more people you know, the better, so try to get out there and meet others in the community. Join your industry or professional association and local organization such as small business networks, the chamber of commerce, and community groups. We are highly recommended by locals here.

9. Focus on referrals

Word-of-mouth referrals are the most cost-effective way of gaining new customers because you don't have to spend anything on advertising or marketing. Research has repeatedly shown that referrals have a higher conversion rate (inquiries to sales) and spend more than other customers. People have more confidence in a business recommended by friends or colleagues.

Referrals will happen naturally if you provide excellent service and good value, but you can improve your referral rate through an active program of incentives.

10. Measure to improve

Give preference to marketing you can measure to avoid the mistake of many businesses who don't measure marketing results. You may be talked into some radio or newspaper ads, but if you don't measure what happens, you'll never know if your investment was wise or a waste.

Measuring can be anything from adding a clip-out coupon or code to asking customers, 'By the way, how did you find out about us?'

The results may surprise you but will also empower you to focus your marketing budget on what works.

Final thoughts

Focus on building and nurturing your construction business and personal relationships online, especially when you're in the "Hurry up" and "Wait" period. There are many things beyond our control, but Marketing your construction business, is one of the things we can take advantage of right now.

About The Author:

Sharie DeHart, QPA, is the co-founder of Business Consulting And Accounting in Lynnwood, Washington. She is the leading expert in managing outsourced construction bookkeeping and accounting services companies and cash management accounting for small construction companies across the USA. She encourages Contractors and Construction Company Owners to stay current on their tax obligations and offers insights on managing the remaining cash flow to operate and grow their construction company sales and profits to put more money in the bank. Call 1-800-361-1770 or sharie@fasteasyaccounting.com

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