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are you tired trying to figure out how to market your construction business on your own and don't know what to do next well today I'm going to share three things that I think you need to be doing on your own to take your business to the next level hey guys I'm Mike Claudio and today I'm going to talk to you about the three things I think you need to be doing to market your construction business on your own it's online it's in print and it's in person and each of those have a very specific way to go about them so you get the best results possible the biggest most important one is online it is amazing to me how many businesses that do millions of dollars a year either don't have a website or any social media presence or have one that's just so dated you might as well not have it if you're watching this video right now saying I don't need a Facebook account you're wrong and here's why I'm having a powerful online message in today's market with the way that clients are incredibly more research than they used to be creates credibility I'll say this a million times throughout my audio presence my video presence you need to be known liked and trusted in order to gain business if you don't have a good online presence people are just not going to trust you and in that environment makes it very difficult to do your job well and there's two main places that you need to have and I'm not saying needs to be perfect but your website and your social media pages need to be active and to do that you need to have kind of a process for me I use the process of creating messaging around problem cause' solution benefit what that looks like is leading with the problem your clients are dealing with educating them on why they're having it ie you're having this problem because of this issue talking about yourself and then relating it to a benefit they'll get by working with you the days of having websites to talk about thirty years in business and where this and I'm this and we operate with integrity and that used to work because people are very skeptical in today's environment nobody's saying hey work with me at your own risk I might take advantage of you so saying you have integrity it doesn't differentiate you so talking about the problems you solve talking about the reason people are having them talking about the solution you the remodel the repair that whatever it is and then the benefit why would they benefit from working with you even if you had a single page there's a lot of businesses going to landing pages as their primary website I know several people who have done it it's a single scroll page and you can tell the story what is the problem you're identified ideal client is having what is the cause of that problem what is the solution I hire you what is the benefit they get by hiring you to fix that cause to overcome that problem it sounds complicated if you think about it what are the biggest problems you solve for your clients it has to be emotional but what are the biggest problems you solve and then use that as the primary focus for your social media and your website create a story people like hearing stories people like telling stories so tell your story in your online presence and you'll have an amazingly different engagement level and clients that are coming to you because they see themselves as a character and your story this second way is print advertising it's magazines its mailers and its door hangers this works if you get incredibly specific with what you're trying to accomplish in that geographic area so I just had a client go through this and I have historically been against print advertising but it does work in very specific ways if you just put a broad spectrum very wordy ad in the magazine it's gonna be flipped through but we talked about storytelling about the online it works in print as well so he was creating a door hanger he does outdoor living spaces he was working on a golf course with a client at a backyard patio he was putting a retractable roof and awning system and and he was trying to figure out how to market to the neighbors to give them interest in the similar product and his first door hanger was actually a trifold brochure which was just incredibly wordy and not very specific but we changed it to and the headline was are you tired of getting hit with golf balls that was the problem here this is the reason it's happening you don't have a good protected outdoor space a solution would be this retractable roof an awning system the benefit would be you'd get to use your space no matter what the elements or the risk of getting new golf balls it was incredibly specific so he 250 of those and handed them out in the neighborhoods he was doing this type of project for that type of client that works really well because you're identifying the lowest hanging fruit by telling a very specific story if that would have just said hey you want a retractable awning it wouldn't have worked cuz it wasn't related to a problem people in general don't make decisions to purchase something if there isn't some sort of a root problem the quicker and better you are at defining that the better you'll be at doing it so when you're looking at building out your ads for print advertising whether it's a magazine a mailer or a door hanger think about who's gonna see it think about the very specific problem they have if it's a neighborhood on a lake they have a different problem than a neighborhood on a mountain this specific story is about people who live on golf courses people live on golf courses will spend a ton of money in their outdoor space to be able to enjoy it and not get have the risk of getting hit with golf balls that is a real emotional problem they're tired of me or their kid got hit maybe they've gotten hit maybe it ruined a family event that is very emotional to them when you're creating that ad or that the picture for that marketing opportunity in a print magazine mailer or door hanger make sure you're getting incredibly specific about the story you're telling it can't just be this broad average very nonspecific ad about everything you do that will cause them to just flip the page try to tell a story that gets them to see a problem they're experiencing that's big enough to get them to call you awareness is great marketing in general is about getting people to know you then you need to get them to like and trust you and the better you are telling the story of the problem they have and why they might have it the quicker they'll get to that trust factor and the faster it'll help them be comfortable giving you a call and potentially soliciting your services create a storied environment not just some broad spectrum ad about everything you do as a business and you'll see much faster results so the third way is in person and in my opinion the best way but I know what you're saying Mike I don't have the time for that I can't make that happen I'm on job sites I'm running client meetings I can't go to network I can't go do drop ins I can't go do associations I hear it all the time but think about this while you're spending time running that two or three hour job that's going to net you four or five hundred dollars if you were to put that towards building relationships that are bringing you five or six figure projects that is a better usage of your time which is scary in the short term but to go out in person is the quickest way to be known liked and trusted because people build relationships with people that's why pictures don't work as well as they used to in videos are really skyrocketing in the ecosystem of how people are researching stuff because they want to be able to build a relationship with a person so if you're in person that is incredibly easier and that doesn't have to be you as the business owner you can have sales people who are doing this for you if you don't have sales people that's okay start somewhere there's many associations that meet once a month some meet every week there's networking events out there that meet once a month twice a month for every week there's a lot of different ways out there but if you're in a small geographic area like a city or even part of a city and you're not being visible to that environment you're absolutely leaving money on the table because people will think hey I have this problem who can solve it and they're going to picture somebody not a thing not a logo not a name they're going to picture a person on who they think can solve that problem so if you're not out in your environment in your ecosystem in your market creating relationships in person you are going to struggle to scale or even sustain in a market that is plateauing or potentially even declining so what do you do join an association there's Neri there's HPA there's an kba there's all different ones out there if you don't know what those acronyms look our just google it but that's just one I like doing networking events one specifically targeted around referral generation B&I or business networking international has somewhat of a bad name in the industry because it's a lot of time and it's a lot of accountability but if you think about it if you're being held accountable to bring value in that environment everybody's being held accountable in value in that environment which increases the likelihood of you getting value from that environment so do it in person do it often do it regularly and you will build some of the strongest relationships will lead to more work than any post on Instagram or post on Facebook can produce for you because people build relationships with people and people buy from people they know like and trust so if you're not creating the awareness to get known the engagement to be liked and the consistency to be trusted you are not going to be able to represent what you do for a living consistently enough that you will gain business from it so be online if you're gonna do print advertising do it with storytelling but be in person be around people who can refer you work or hire your service or product on a consistent basis and you will see a wild increase in your pipeline where you're not chasing where that next deal will come from so that was one man's opinion on the three ways to market your construction business on your own obviously this is a pretty short video there's a lot of variables to this so comment below if you have any questions about it specifically or reach out to me at win rate consulting on Instagram follow me engage with me ask me questions I post a ton of content there and would love to see you and engage with you in that environment so remember to win fast and went often you