The world is changing fast and we have seen significant technological advances in the construction industry: Building Information modelling (BIM), automation, and robotics are a reality for the building, infrastructure, and industrial sectors. A good chunk of the changes we are seeing can be credited to increasingly demanding customers who are now more tech savvy and less loyal to brands.
These same customers have also changed the way we promote our companies. From billboards and directory listings,to a more customer-centric, digital way of doing business. And in a world where customers are conscious of the value they get for the price they pay, it’s no longer enough to simply own a website and a social media profile. You need a digital strategy.
Here is a list of three things that will help you develop your strategy:
1. Optimise your website
Take an objective look at your website and ask yourself, ‘How easy am I making it for my customers to buy from me or even contact me?’ At the end of the day, you want to convert as many website visitors as you can.
A prominent and clear “call to action” should be the starting point for facilitating those conversions, such as “click to call” or “get a free quote” buttons. Make sure they stand out so visitors can easily spot and use them.
Likewise, consider how you allow customers to contact you. Traditionally, most small business websites have a minimal contact form. However, our research indicates the more relevant questions you ask, the more invested the user feels by completing the online form.
2. The importance of CRM
Storing useful data about your customers can lead to an incredibly powerful ongoing engagement campaign. For instance, Oneflare records over 2 million data events per week, which helps us segment, analyse and uncover different and unique ways we can add value for our customers.
From a small business point of view, Customer Relationships Management (CRM) is equally important and can help maintain relationships with customers.
When you interact with a customer, you may be able to record information like contact details, what service they purchased, when they last engaged with you and what preferences they might have.
If you run a local tiling business, think about promotions via text messages as a reminder to protect or renovate customers’ tiles – usually with some sort of promotion. And the great thing is, you will already know the size of your client’s house, so the quote is accurate.
There are many free tools you can use to record information, like Google Sheets. However, more advanced customer relationship management tools, such as InfusionSoft, allow you to do so much more.
You can segment your customers and perform automated tasks, like send timely text messages after a job has been completed asking the customer to leave a review on popular review sites.
3. Build your business profile on local service marketplaces
Local service marketplaces, like Oneflare, are online tools that help customers list their job needs and do all the hard work matching them with quality local service professionals.
A local service marketplace can provide a great source of quality customer leads for your business, at a fraction of the price of traditional online advertising methods. Local service marketplaces provide businesses a place to build their profile, configure their service area and lead notification settings and start connecting with clients – in real time.
To get ahead of your competitors and stand out, you need to stay on top of your digital strategy so that new customers find you and you stay top of mind with existing customers.