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Seven Things for your Clients to Remember When Developing a Marketing Plan

Your contractor clients can do the best work in town. They can deliver projects on-time and on-budget and walk away from a project with a satisfied project owner every time.

But if no one knows about it, will it help them grow their business?

Growing a business is about more than raising capital and bidding on larger projects. It requires that your clients also put a new focus on their marketing plan.

This is more than just a slogan and a logo; a marketing plan is a blueprint for how your clients present their business, both to potential clients and to the world-at-large.

Here are seven tips to get them started.

1. Determine a Niche

Your contractor clients want to be able to be all things to all clients. The rationale being, “if I can do every kind of work, I’ll be able to take on more projects.” The problem with this rationale is that it makes it hard for them to stand apart from the competition.

Determining a niche is about demonstrating that they can provide something that none of their competitors can.

This doesn’t require that they re-invent the wheel. Instead, they should assess the projects they’ve completed. Which ones were the most successful, profitable, and rewarding?

Maybe they’re finding that they’re doing well with projects related to healthcare facilities. Maybe they’re winning bids for high-rises or high-end residential projects. If that’s their strength, they should market toward that strength.

Imagine these two slogans for a plumbing contractor:

“ABC Plumbing – We Do Plumbing”

“ABC Plumbing – Luxury Bathroom Experts”

A project owner or general contractor for a new high-end housing development will immediately be more interested in the second slogan. Why? Because it indicates that the plumbing company has the specific expertise required to complete the project.

By marketing to a niche, your clients don’t just stand out from the crowd, they’re marketing your strengths as a business.

2. Show Their Work

Once they’ve determined their niche, they should be ready to demonstrate that they have the expertise required to get the job done. Every time they take on a new project they should make sure to collect before and after images. These can be used to demonstrate how their work to future project owners. Not only that, it’s easier than ever to organize them into a slide show that they can use to promote your business online.

3. Get Their Stories Straight

Did your clients have a positive experience on a project where they saved the day? Saved money? Impressed a general contractor or project owner? That is a story worth telling. If they’re going to tell it, they should make sure that they’re able to do it without thinking.

Having these stories in their back pocket will make your clients feel more at ease when making a pitch, and it can demonstrate that they can provide value beyond simply completing the project.

4. Invest in Good Design

Your client’s company logo and branding should be able to go anywhere. From business cards to printed marketing materials, to their website, to the sign on their office door, to company t-shirts, every piece of marketing material should be visually appealing and consistent.

Unless they have an experienced graphic designer on their team, it’s probably a good investment for them to hire a graphic designer or marketing company. However, simply saying – “design for me” isn’t enough.

The more they can talk about the work they do, the more they can identify their niche, the more they can explain what they want their branding to reflect, the more likely it is that a designer or marketer will be able to create the materials that best reflect their business in a professional light.

5. Identify Prospects

Your clients should take the time to research who the most likely prospects are in their area and then take the time to reach out to them.

Are there professional organizations in your areas that potential clients are members of? Encourage your clients to become members.

Remember, even project owners and general contractors who are in competition with each other will communicate with each other. Even if one doesn’t need your client’s services, they may be in touch with someone who will.

6. Turn Project Owners into Promoters

When all is said and done, positive word-of-mouth is still one of the greatest marketing tools available. Being able to leverage it should be part of your client’s close out process.

At the end of a project, they should ask the project owner if they would be willing to provide a reference and offer to provide them with updated copies of your marketing materials.

Staying in regular communication means they’re more likely to be remembered.

7. Find a Partner Who Can Help You Grow Your Business

Looking for more ways to grow your business? Cinium can help.  Our Contractor Credit Program is designed to fully assess a contractor’s potential, both on the job site and in the back office.

Our team of construction experts can determine a bonding line that works for their business, our Project Accounting Service can help them to better organize and manage their back office, and our Requisition Cash Advance service can help them to better manage cash flow issues so that they have the funds they need to get the job done.

This improves the strength of their business, and gives them the time they need to build and execute their marketing plan.

Looking to take advantage of Cinium’s Contractor Credit Program? Schedule a free consultation today, or call (855) 4-CINIUM.


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