Old School Versus New School Marketing for the Construction Industry
Tried and true methods don't always stay so true. Over the last decade plus, the way that companies promote themselves has changed quite a bit. While retro may be in for some, your marketing tactics should not be old school. Let's talk about what we used to do then versus what you should be doing now – old school versus new school marketing.
Old School versus New School Marketing Tactics
Word of Mouth vs. Social Proof
While word of mouth can still be a powerful source of referrals for your business, a simple "I've worked with these guys before" from a friend or family member doesn't go as far as it used to. Unless we are talking about those "I need a contractor and I need them now" moments, even a word of mouth referral goes through a vetting process.
You can validate a word-of-mouth referral – which turns that looker into a buyer - by having the right social proof available for a potential client to review, such as:
- An up-to-date website
- Social media presence
- Appropriate online reviews
Paper Reviews vs. Digital Reviews
Back in the day, you either dropped off or mailed a physical piece of paper – or otherwise asked for a personal thank you note. While this was a great method for learning about the satisfaction of your customers and relaying that information internally – there was much less marketing value.
Paper is out. Keyboards are in.
Today, we know that online reviews are a major factor in the decision making process for most savvy consumers. If you haven't moved your review gathering tactics to the world wide web, you should absolutely get started now.
Yellow Pages Ad vs. Pay Per Click Advertising
Ah the 90's - Yellow Pages ads used to be a guaranteed lead generator. Having the biggest and best ad in that gigantic yellow directory was a surefire way to get your phone to ring off the hook.
Of course, that was also when you did have to physically hang a phone on the hook to end a call.
When computer-based internet and then mobile device-based internet search took over, the Yellow Page ad lost its luster. Nowadays, one of the most effective ways to pay for additional exposure is through Pay Per Click advertising. Paying for exposure on Google is now an easy go-to tactic for scaling up your phone calls and incoming lead counts.
"Brochure Website" vs. A Growing Website
When the internet was a new place, simply having a presence was enough. With the right recipe, you could upload your website to the internet and be the first result on AltaVista or AskJeeves – leading the country for a single term. And you didn't even need to update your website much. So long as you didn't have any tech happy competitors, you could simply publish your brochure website once and forget about it.
With "content is king" ringing in our ears, we all understand and appreciate that the development and continual growth of the information on a website can be a key generator of traffic.
Website content should be grown, trimmed, edited, and revised as necessary to improve its usability and demonstrate your web page's authority. Your online marketing is no longer set-it-and-forget-it – and your website is a big part of that.
Mailed Paper Newsletters vs. Newsletter Marketing Services
Don't get me wrong – some people still swear by mailed paper newsletters that open up to tabloid sized readers. It is one of the primary marketing products implemented by Footbridge Media before expanding its offerings to an all encompassing marketing agency.
But – especially for the cost and the number of mailboxes you can hit in nearly an instant – email marketing newsletters are much more the norm than old school newsletters.
Using the breakdown from the website of a popular direct mail organization that produces printed + snail mailed newsletters – Sending 5000 newsletters will cost you roughly $2500. And that's just the print/shipping cost – that doesn't include the cost of time and resources to develop the newsletter content itself.
Today – The cost of sending 5000 emails as part of a managed email marketing platform can likely cost you pennies on the dollar compared to the print costs.
About Chris Lonergan
Chris Lonergan has over 12 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.
Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.
