Specialize, Attract New Customers
Specializing within an
industry creates separation for a company distinguishing it as an expert. The
construction industry is one of the best examples of this concept. Building anything
larger than a backyard fort requires dozens or even hundreds of highly
specialized niche contractors from concrete to framing to plumbing to
electrical to roofing, etc. The company’s specialty will dictate the niche
marketing to be established.
Subcontractors need to know
their target customer inside and out. That customer could be general
contractors or other subcontractors or the general public. Knowing this
information is critical to establishing an effective niche marketing plan. It
determines what efforts need to be implemented in order to attract the right
customer without wasting time or, more importantly, money.
If a contractor’s target
customers are general contractors, a plan to get in front of the decision maker
is crucial. Is that done through traditional direct mail campaigns, email
newsletters, trade industry networking groups or social media like LinkedIn or
Facebook? What about using a combination of all avenues? How have general
contractors in past reached out to the company? This historical information is
used to craft the right media and approach, whether it is print or digital, to
attract the right customers.
The most effective
construction niche marketing strategy must have an affordable budget. It does
not need to be tens-of-thousands of dollars. It needs to be an amount the
company can commit to upfront and realize effective marketing takes time. There
is no magic switch that turns on and begins pouring leads into a sales funnel
over night. If someone boasts they have the switch and for $XX,XXX will
instantly turn it on, run, very fast, the other direction. Follow the lead of
the big boys. Large corporations understand this. It is called branding and it
takes time to establish a trust between the company and its niche customers,
regardless of the product or service offered.
Most niche marketing efforts
have little to no cost involved. It mostly requires time of the business owner
getting out, shaking hands, passing out business cards, and being a presence in
the community.
Equipment Marketing Online will work with your company identifing its target customer to increase online traffic/visiors using our preferred method of Pay-Per-Click advertising, Google Adwords. Leave a message using the Contact Form in the sidebar to schedule a FREE review of your company's marketing goals and click the Services page for package pricing.
Equipment Marketing Online will work with your company identifing its target customer to increase online traffic/visiors using our preferred method of Pay-Per-Click advertising, Google Adwords. Leave a message using the Contact Form in the sidebar to schedule a FREE review of your company's marketing goals and click the Services page for package pricing.
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