Between social media, blogs, YouTube, podcasts, Google search, and other forms of digital marketing, it’s never been easier for builders and remodelers to get their messages out to potential customers.
Yet at the same time, it’s never been more difficult to reach people.
That’s because with the ubiquitous nature of social media and the internet, as well as television and other traditional media, people are inundated with constant messages. It’s getting harder and harder for any company to stand out.
Social media and content marketing are powerful ways to educate your audience and to build your brands. But the first thing you need to do is to get people’s attention.
Here are five approaches you can use to get noticed online and build your audience:
What makes your company different? You might think it’s the quality of your designs, the speed of your service, or your ability to stay under budget. But in the eyes of your potential customers, all those claims sound the same.
Look at the way your competitors market themselves. Chances are they all say pretty much the same things. If you want to get noticed, you have to be different. Try to find different aspects of your business to promote that are unexpected or completely different from your competition.
This is another way of saying be different, but dialed up to 11. It’s a fact of life that when you’re weird, people notice. There is probably something that’s weird or quirky about your company. Don’t be afraid to embrace it and use it to get attention.
Maybe you have a specific process with customers. Maybe you have pink trucks. Maybe your crew all has beards. It can be anything, big or small. Whatever it is, experiment with using it to get noticed.
Focus on a Niche
There’s an old saying that goes, “There’s riches in niches.” The idea is that by focusing on a specific part of the market, even though it’s small, you can own it.
You’ve no doubt seen remodelers focus on bathrooms or sunrooms as a niche. That’s one way to do it. You could also focus on specific styles of homes, certain sizes or neighborhoods. Or, you could build your niche around specific customers, serving young families or empty nesters, for example.
It doesn’t mean you have to turn down projects outside your niche, but having that focus gives you an easy way to get attention.
Another way to stand out is to be a constant presence in your potential customers’ social media feeds. With digital marketing, there are two ways to do this: money and effort. If you have a million-dollar budget, you can put ads and sponsored posts in front of your audience all the time.
But if you don’t have a huge budget, you can have the same effect by putting out dozens of social media posts every week, or even every day. Every day, countless things happen to you that your audience might find interesting. Capture it with a photo, a short video, or a quick thought. Then post it on every channel you have.
Before you know it, you’ll have a huge following.
Above all else, you need to be true to who you are as a company and as individuals. Think about what’s important to you, what values you have, and how you like to work. Give people a glimpse into who you really are. It will make your company more likable and more human, and people respond that.
On the flip side, don’t try to be something you’re not. When you’re clearly being phony just to get attention, people can see through that and will tune you out.
It’s still important to market your services in a straightforward way, giving people the information they need to know to make a decision to work with you. But if you can’t get their attention in the first place, you might never get the chance to be considered.
Ready to invest in your company’s future? Contact RT Marketing today to discuss all your marketing options!