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Fantastic Construction Marketing Example!

There could not be a better example of how a contractor / developer used some of the great marketing ideas oulined by Seth Godin that this.

Learn how to sell a $140M project via web, e-mail and permission-based events!

Read the post for more details - it outlines 9 basic steps to success and could not be more clear.

Chris - thanks for putting this example out there and trying something new when it comes to marketing in the construction industry.

Seth - thanks for being such a great influence and putting these ideas out there.

I was hooked since I read the book Idea Virus which was followed by Permission Marketing. Both of these books can generate a ton of ideas about how a contractor can utilize the web, e-mail and standard marketing means to create a cohesive marketing package that delivers results.

When I look at most contractor web pages all they have are pictures of their projects and some relatively boring text. They are not taking full advantage of what the web can offer for their businesses. It is about educating people, building relationships and interacting with them in a way that helps drive them to buy.

What if you were a service contractor and started putting a series of how-to articles on your website? What if you started really using it to educate your potential customers about their plumbing, HVAC, electrical or home maintenance? What if you had a sign-up for a newsletter with each article where they could get additional information? What if this additional information was geared to educate them, not just glossy sales material?

The first thing I hear when talking about something like this:

"That will just attract people who want to suck information from me and then go to Home Depot and do it themselves!"

Yes, this is true for a percentage of the people but, what if this whole process were automated so that whether there were 10 people or 10,000 looking at your site it didn't matter to you?

That is the advantage of the web and e-mail. The cost of distribution is near zero after the content is created. With this in mind you are better off using your website as a central place where people can learn about your services. Your website should position your company as an expert and whether the person uses your services or goes the DIY route they will still remember where they got the information from.

Now, picture that DIY person who installed their own ceiling fan last year thanks to the information on your website. Now they have been getting your newsletter with electrical tips each month including safety tips, enhancing home value with outdoor lighting and highlighting pictures with low-voltages spot lights.

They decide they want to do some of these things but they will need a new service panel - now you get a call from a customer who already loves your company. This minimizes haggling over price or even needing to sell them on your company.

Again, if your website looks like your company brochure then you need are missing out on huge opportunities!

Posted by David Brown on January 14, 2007 07:56 AM|Permalink

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