With so many of us social distancing and working from home for the foreseeable future, it can be a strange and stressful time for business. But don’t be deflated – it’s the optimal time to start working ON your business, rather than IN it.
Use this time to take stock and reassess what is working and what needs to be improved within your business. With so many people online right now, it’s the ideal time to revamp your online presence and marketing strategy. Below are a few key areas that you can make important improvements to right now.
Elevate your branding
A strong visual brand is crucial to building businesses. Take this period to really think about what your company stands for and how you’d like to convey these ideas through visual signifiers such as your colour palette, logo, language and website design.
We’ve worked with a number of builders lately that have undergone some renovations of thier own – click here to see a few of our client examples.
A really good example is Ramsay Builders, who recently did this by undergoing a complete brand renovation. This has resulted in their brand being associated with a message of high-end luxury and sophistication. If you’ve been looking for the right time to take your business in a new direction, this is it and branding may be the best way to make it happen.
Transform your website copy
If potential clients are interested in working with you, the first thing they’ll turn to is your website. You want to make sure that your website includes everything about what you do and how you do it. You want to make it as easy as possible for clients to peruse your former projects and get a real sense of your values. Show them exactly how you undertake a building project so they can begin to envision working with you.
Take this time to ensure your website copy is up to date and all of your pages are filled with relevant, helpful and educational information. If the content is all working, maybe consider making these pages more SEO friendly.
Take some time each day to post Instagram Stories
When’s the last time you hopped onto your stories? With over 80% of people checking stories before they check their feeds, there’s no reason you shouldn’t be utilising this feature.
If you’re afraid to take the leap, just remember that your stories don’t have to be perfectly staged. Whether it’s shots of the team having lunch onsite or short progress updates, your stories can have bloopers – in fact, they might even be more interesting that way! When you do post out stories, make sure to use gifs, stickers, location tags & more because nothing makes Instagram (and your followers) happier.
Craft a new opt-in
Opt-ins are an amazing tool to keep potential clients engaged with your business. Well-written free e-brochures and useful building guides are great ways to gather emails, which then allow you to keep people updated with news and any new services you may be offering.
If you’re not sure where to start when it comes to creating an opt in, think about the type of client you’re looking to attract. Ask yourself – what are their pain points, what are they looking for in a builder and what do they want to learn about home building? Some great examples are RODA’s 9 Essentials to Know Before You Design + Build and SECON Construction’s Ultimate Guide to Renovating a Heritage Home.
Build up an arsenal of educational content
Lots of clients begin building their homes without knowing much about the process. Make it easier for them to gain a better understanding by crafting your own fun and engaging educational video blogs. Walk them through the process from beginning to completion, debunk some building myths and provide some valuable construction facts. Video content is a great way to boost your social profile and will highlight your skills and expertise to potential customers.
If you’re in need of inspiration, see how our Melbourne client Primebuilt Constructions has used video blogs to make educational content more accessible and interesting.
Keep on top of social media
Everyone is online more than usual right now. In this period, it’s crucial to keep your social media profiles frequently updated with interesting and engaging content. Show off a new build you’re extra proud of, offer design tips, make fun video content and tell possible clients about all the services you offer.
Now is not the time to cut back on your social media marketing – you want to be doing everything you can to break through the clutter and post meaningful content that your prospective clients will engage with.
Collate and gather testimonials
Make sure potential clients know that you’re a builder they can trust and depend on. Reach out to former clients and ask them to provide written feedback and testimonials. These can then be included on your website and promoted on social media.
If your past clients are stuck at home as well, why not ask them for a video testimonial? This is a great time to do this and video is a perfect way to get your message across to new clients. Need some inspo? See how our client Innovative Verandahs uses short, sharp testimonials, filmed by clients, to share that they are reliable, honest and top quality.
Now is a perfect time to overhaul and elevate your business strategy. Don’t sit at home watching Netflix and feeling sorry for yourself – use this time to upskill! Kurt Hegetschweiler of Builders Coach is currently offering his renowned 90-day Boost Your Business course for $5 just a month to guide Australian builders through this tough period.
If you’ve always wanted access to the expert mentorship of Kurt and his team at Builders Coach, this is your opportunity. Find out more about this amazing opportunity and sign up online.
Improve your internal documentation
Spend some time finessing your internal documents such as FAQs, contracts, brochures and pre-construction checklists. You want to make sure these documents are simple and straight-forward for potential customers and clients.
If you’ve updated your branding recently, now is the time to make sure you’ve updated this on all internal documents as well. If you’ve implemented new measures or updated your procedures, use this unexpected downtime to make sure every single document is in tip top condition. Your future clients will thank you for it!
Now is the time to think outside the box. Come up with the ways you can expand and connect with a wider audience. For instance, it may be worth engaging with relevant influencers to broaden your potential customer pool. Maybe you could develop a relationship with a local supplier to set up a giveaway later in the year. Take the time to build connections now that could help you and your business thrive down the track. Of course, with most of us social distancing, we recommend doing this virtually through Instagram Direct Messages, Facebook Messenger or just plain old phone calls!
Importantly, take this time to reflect and slow down. Spend time on yourself and your family. Set boundaries, reorganise your schedule and create space for meditation, so you can approach your business with a clear mind. If you’re quieter than you’d like to be at the moment, taking a moment to relax and reenergise can be incredibly beneficial, especially once things ramp back up.
A step-by-step guide on the most essential aspects of your marketing strategy to drive enquiry.