Marketing can be a burden for general contractors. But it doesn’t have to be as long as you trust it to experts. As a full-service agency, SOULO can support the full range of general contractors’ marketing needs and help you reach new leads through many different channels: digital marketing to connect with people on social media, email marketing campaigns to boost interest and web traffic, and a website optimized for search and user experience.
SOULO also provides a bevy of traditional advertising commonly used by general contractors and builders. Everything from eye-catching yard signs to large-format graphics like vehicle wraps can be done under one roof.
As a general contractor your success is built by new leads atop a loyal customer base. It’s important to maintain your message of quality across marketing channels. This includes your presence at a trade shows, your portfolio of master works using video and photography, and the quality of your website. Soulo can help maintain not only your messaging, but also its reach by utilizing the right channels for your business.
By maintaining consistent messaging and providing a seamless experience, you can make sure your customers are well informed at the first point of contact. That starts with your marketing plan, customized to bring you the exact leads you want to reach. We’ll measure success rates of every channel we use and adjust the marketing plan to focus on the ones that see the most success.
Traditional marketing channels are anything that’s not delivered online. But don’t let the word “traditional” make you think “old fashioned”. Nothing targets your local area of service better than traditional marketing channels. These channels can be anything from a construction site sign, a yard sign with your logo, a direct mail postcard, or a billboard that potential leads will see on the highway. Engagement with traditional marketing methods yields a high ROI, a true boon for general contractors.
Cut through the crowd and engage your customers directly. Soulo can provide vinyl wraps for any vehicle, so your brand and message sticks with you wherever you go. We produce post and panel signs, yard signs, door hangers, and vinyl banners. All great ways to make sure people know who’s responsible for the incredible build going on in their neighborhood.
Our goal is to let you focus on yours: getting the building completed on time. You don’t have to worry about the legal requirements; we know the laws (including those specific to your locality) for ADA, wayfinding, and fire marshal access. SOULO can guide you and create stylish, code-compliant signs for both interior and exterior (parking lots, ramps, etc).
As ADA experts, SOULO can help you with:
As important as traditional marketing channels are for general contractors, maintaining your digital presence keeps you competitive and allows you to grow. As a general contractor, you should consider your website the focal point of all of your marketing channels. It’s very important to make sure potential customers don’t get the wrong idea about your business with an outdated or hard-to-use website.
Your website will often act as the first point of contact for potential leads. As the backbone of your SEO and PPC services, your website’s content draws new leads to your site. Social media campaigns can drive customers to your website, too. On top of that, your website will promote and sell your brand. Your website is part of your marketing, and all of those efforts should reflect the kind of work you do.
Digital marketing isn’t an overnight task. It requires multiple layers of marketing strategies. As a general contractor you are competing in different spaces and sectors, so it is important to maintain visibility not just to gain new leads, but for your current customers as well. Email marketing can help keep your current customers engaged. Lead magnets and email drip campaigns can educate and qualify new leads. Most of all, your marketing-to-sales pipeline can be automated to get your sales staff to contact your customers as soon as a form is filled out.
Your website is the center of your marketing, but integrating all of your channels is paramount to a successful marketing strategy. Below are some strategies to do just that.
Your website is the core of your marketing, but in order to get found you need to invest in search engine marketing (SEM). The two branches that drive SEM are organic web traffic from SEO (Search Engine Optimization) and boosted search results using PPC (Pay Per Click). Using those two branches in tandem can help generate new leads with a higher level of exposure and create a lasting ROI. Soulo can even provide reporting on the progress of your SEM tactics.
Social media may sound like a small part your marketing, but it’s actually one of the best ways to engage with your customers. As a general contractor, sharing the quality work you do elevates how you promote your business. If you are having trouble recruiting, social media platforms are a good way to boost your outreach for new hires. Never underestimate social media’s ability to not only expand your brand presence, but laser-focus your efforts on the people who want to see it.
As we say in the marketing industry, content is king. Content creation spans not only the words on your website, but the voice, tone, and information that helps drive new leads. Content creation is a core component of your search engine marketing strategies, as quality content gains more clicks and higher rankings. Educating your customers with blog articles and lead magnets can give them answers, pre-qualify leads, and build trust.
Branding isn’t just about looking good, it’s about making the right impression. When your brand identity, logo, and messaging stand out as much as your work does, it creates a lasting effect. A noticeable, memorable, sticky brand can be a huge advantage in terms of growing your market reach. Strong brand recognition will not only attract your customers, but create a sense of continuity between your marketing channels. This helps give people confidence that you are the right contractor for the job.
Video has one of the highest conversion rates and ROIs in your arsenal of marketing. So it only makes sense to say video is a great way to make your completed projects shine. Video is not only a terrific way to show off your work, it also helps explain the process from initial conversation, to design, build, and even upkeep. Video allows you to give your business a face and a voice at the same time.
It’s also an excellent way to provide information and show potential clients your personality and craftsmanship. Explainer videos can give your clients important advice that helps qualify them before they contact you. Time lapses, drone footage, and testimonial videos can solidify your quality work as the authority to trust. And finally, video can help train employees and recruit new ones.