If You Want More Jobs – Market Your Business Better
This is not a time for business as usual and it may never be like it was pre 2008. Several things have changed over this time and we’re not going back! The first change in reality is that there are a lot less jobs available. The easy money that rising home prices and low cost equity loans created is gone for the foreseeable future. This isn’t something that small business owners can control. We all need to deal with this fact and work on the things in our business that we can control.
The second change is in the total media domination of the Internet. The explosion in smart phone usage means a computer in pocket is more common then not. The effect that this has on your businesses revolves around how prospects for your services find you. We all know that word of mouth and personal networking are the absolute best ways to obtain new clients. The economic slow down has cut the number of referral jobs considerably and most contractors must now compete for a portion of their work on the open market. This means that Internet Marketing must be done and done well in order to survive and prosper in our new economy.
The Internet isn’t a single all inclusive resource. The Internet is only a delivery system for the multitude of resources that are now online. What this means to the average small business owner is that you need help. Reaching prospects with online marketing is so much more then having a website. As a matter of fact, if your website isn’t properly integrated into a comprehensive and well executed Internet Marketing plan, it may be a waste of time and money all together.
What most Contractors need right now:
A website that is expanded, updated and evolves with new content every 90 days or less. Competing with hundreds or even thousands of other business owners for search positioning is a complicated process. Strategic content that increases your positioning and also expands your local search marketing is a must.
Verified business listings are needed on all of the major Search Engines. Local Search isn’t the same as natural search, which isn’t the same as Ad Words. If you’re not following along, it’s just more proof that you shouldn’t be the one trying to make this work for your company.
Online business directories now number in the millions. For most small business owners they are ignored or feature fragmented company information. The truth of the matter is that they matter vitally. Local Search in many cases feeds off of the verified information in highly specialized directories. The time required to manually list and maintain correct business information in all of the directories that are relevant to your business is formidable to even the most diligent do it yourself marketers. Social Media Marketing as in Facebook is another up and coming resource that will need to be addressed in your Marketing efforts.
If you’re plan as a business owner is to wait it out and hope for things to return to pre 2008 conditions, good luck! The economy will get better. It may or may not ever return to pre recession levels, but it won’t happen in the foreseeable future. What that leaves us with is a highly competitive business environment. In order to survive and remain profitable, business owners will have to tightly control expenses and acquire a larger share of the available jobs in their market.
Gaining a larger share of the available jobs in your market is the part of this equation that offers business owners the most opportunity for success. To do this you should get started immediately. Better Marketing is the path to new clients and failure to do so is equivalent to raising the white flag.
If you already have a Marketing plan in place, put it under the microscope. Is it generating a positive return after the first year? If not, why not and what can be done to fix it? If it is generating a positive return, pump more resources into it and continue to track results carefully.
If you don’t have a plan or a budget, give up or cut whatever you have to in order to get started. Better Marketing is the only thing that will change your current lack or work and financial situation.
To get started contact your webmaster and discuss your Internet Marketing options with them. If they only provide web design and hosting, they may be able to recommend a Marketing Company that they work with. If you have been doing everything in house it’s time to get outside help. Internet Marketing is a highly technical field and getting more so every day. Try getting a Marketer through networking or a referral from another contractor or even a local product supplier.
As a Marketing professional I am constantly speaking with contractors in need of assistance. Many call or email looking for marketing help because they don’t have enough work to remain profitable. It amazes me that most decide to do nothing about it! They don’t take action, they just continue to do nothing and wait for the phone to ring. By taking action today you can easily have their share of the market as well as the market share of others that refuse to grasp the new reality.
Contractor Power offers affordable Marketing Services for Contractors, if you’re not sure where to start, give us a call or send us an email to discuss your specific needs.
Norm Denroche
609-693-9778 8am – 5pm Eastern
www.ContractorPower.com
