6.5 Ways to Build Web Visibility

Gone are the days that a prospect would go to the Yellow Pages to find a designer, builder or service provider. I know that I immediately recycle the massive book after I find it on my front porch. So how do prospects and customers find you and the services you provide? Even when asking their friends and neighbors for a referral, they probably want to conduct their own research.

More than likely, they go to an Internet search engine and put in the name of your business or keywords that describe the types of services they need. When they see pages of businesses and websites, how do you stand out? Are you even listed? You want to be the first name a prospect sees when they “Google” your types of services.

Here are 6.5 things to do to make sure you can be found:

1. Google Place listing. Even without a company website, you can list your business name, location and service area, and the services you offer. With careful keyword descriptions of your business, you could be well on your way to being listed in the top 10 of your prospect’s search. Claim your name and address before someone else does.

2. Custom Website. A website should be the hub of your online communication. Your brand, services, testimonials and other pertinent information are found there. You can create a website with good content for less than $100 per year.

3. Social Media (Twitter, Facebook, LinkedIn and other niche sites). Social networking is a great way to stay connected with your clients and prospects on a daily or weekly basis, sharing information, answering questions, and getting feedback about your services.

4. Blogs and articles. Share your specialized expertise by posting case studies, how-to’s and tips that help your clients. Even if you post to a blog weekly, those posting can be grouped to form an article. Writing articles is a proven way to position yourself as an authority with your target audience.

5. Press releases. Sending press release to trade magazines and other targeted media can raise visibility for your business and services on a regional or national level. Just remember to follow up with your press contacts.

6. Online videos and slide presentations. Videos can be created with your webcam, digital camera, or even your cell phone. You can take a few minutes to introduce yourself to prospects or outline a service offering. Slide presentations of your portfolio of work can easily be uploaded to slide sharing sites or converted to a video.

6.5 Online classifieds. Many online classified sites allow you to advertise your services for free or very low cost. Some professionals may be reluctant to use classifieds, but many have found success with this method of promotion.

Outline a plan to implement a mix of the web services listed above, and you could find your name moving up the search engine listings and more prospects calling.

Always Promote Your Business

I'd been having problems with my water heater, and I finally got tired of lighting the pilot. My neighbor, who had experienced the same problem, recommended a water heater repairman. The repairman got to my house within 30 minutes and had the problem solved within the next 30 minutes.

Of course as I handed him my check , I explained what I do: help contractors build their businesses. I also gave him a business card and an information piece with a few marketing tips. He then informed me that he was part of a larger plumbers association and invited me to take part in their meetings. We then discussed the importance of networking. You know I'll be following up.

The following may be common sense, but they're worth repeating:

- Always be ready to promote your business, whether or not you're in a business setting.

- Always have your business collateral ready, especially when you're in a networking setting.

- Always be able to articulate what you do.

List 5 Reasons to Hire You

How many different architecture firms can you name? How about interior design companies, construction companies, design-build firms, real estate professionals, or building products suppliers? Now, how many of them offer the same services (or products) that you do?

With so many service professionals to choose from, how does a prospect differentiate you from your competition? Give potential clients five reasons to choose you:

1. Identify your niche market - your specialty. You don't have to practice this market exclusively, but you should be able to identify what you're best at.
2. Identify your prospect's needs and fears, and let them know how you will ease their pain.
3. Explain your approach to problem solving.
4. Outline the unique backgrounds and experiences of your employees, focusing on their unique perspective in the building industry, and let prospects know how your employees will be part of the solution.
5. If I gave $5000 to you and three of your competitors, how would your solution to my problem be different?

Thank You & Happy Holidays

In this season of celebration, I just wanted to express my appreciation for your support of Building Industry Resources. This year has brought new relationships and opportunities to connect and share information with thousands of professionals in a variety of ways. Whether you read our newsletters or blog, attended one of our workshops, downloaded our resource materials, emailed, connected on social networking sites, called, or contracted our services, communicating and working with you is truly a blessing.

Thank you! You are the reason Building Industry Resources exists – to encourage and assist you in achieving your business and career goals, empowering you to be the best.

Although this past year brought challenges to many, I am excited to think of the possibilities of 2010. The New Year promises new beginnings, innovation, and creative collaboration. Let’s look forward to an increase in projects, new partnerships, and business-building opportunities.

Wishing you peace, joy, great memories, and dreams fulfilled this holiday season and throughout the New Year!

Karen A. Davis
Building Industry Resources

Articles and Blog Posts for Building Industry Professionals to Write

As the New Year approaches, I’m sure you are re-evaluating business goals, strategizing to increase business, and readying yourself to welcome new clients as they request your services. You can utilize article writing to tell your story, define your service offerings, and market your business.

Resolve to position yourself as an expert in the building industry this coming year by writing articles and posting them on your website or to a blog. Let people know who you are and how you operate. Make yourself and your firm completely accessible to your clients and prospects, informing them of how you got to be where you are and why you are the right professional to meet their needs and solve their problems.

Here are topics to help you get started (two to four months worth of blogging):

16 Articles and Blog Posts for Architects & Interior Designers to Write

16 Articles and Blog Posts for Contractors & Builders to Write

16 Articles and Blog Posts for Facility Professionals to Write

16 Articles and Blog Posts for Real Estate Professionals to Write

16 Articles and Blog Posts for Building Products Manufacturers and Distributors to Write

As you complete your articles, send me a link at kadavis@buildingsource.net, and I’ll share them with my network.

Building Industry Resources can help your write, market, promote and distribute your blog and articles. We also work with you to build your business. See How We Help You and then Contact Us here or e-mail kadavis@buildingsource.net

16 Articles and Blog Posts for Contractors & Builders to Write

1. Why did you become a builder or contractor?
2. How do you collaborate with other building industry professionals on a project?
3. What or who inspires you?
4. Write a review of your favorite building or space built by someone else.
5. Write a review of your favorite building or space built or worked on by you.
6. Describe the best project you ever worked on.
7. Describe the project you are most proud of.
8. Give advice to those entering the construction industry.
9. Describe the relationship between contractors and materials suppliers and how it can be improved to better serve the end-user.
10. What trends do you foresee for the construction industry for the next five or 10 years?
11. What are the trends for your niche market in construction for the next five to 10 years?
12. What makes you a leader in your niche market?
13. Describe your hobbies and how they may relate to the construction industry.
14. What organizations do you volunteer with and why?
15. Write a summary of the last workshop or conference you attended.
16. Describe your “aha” moment – the moment that changed your career.

Pre-Qualify Your Prospects

When business slows and funds are trickling in, it’s tempting to just take the next project that comes along to keep operations flowing. But will that project be worth your time and effort? Do some planning before accepting just any client or project that comes calling.

- What are the characteristics of your ideal client? Think back to those clients with whom you have enjoyed working in the past.

- What’s your ideal project? For instance, if your focus has been on educational design, you may not want to take on a residential remodel.

- What is your work style? If you have a short attention span, reconsider that year-and-a-half-long project (unless you can get yourself to think of it as several smaller projects). You don’t want to get bored and end up giving your client less than your best.

- How do you relate to people? Say you’ve determined that the prospect who calls several times a day will turn into the client who asks for daily progress reports. If you’re not a good hand-holder, maybe you should consider referring that prospect to someone else.

Resolve that it is okay to keep a list of business partners to whom you can refer prospects if you don’t think they’ll be a good fit for you. Your partners should do the same for you.

Presentation: Social Networking for the Building Industry

A little over a week ago, I had the opportunity to present the workshop, Social Networking for the Building Industry, at the National Organization of Minority Architects Conference in St. Louis, MO. The presentation, below, outlines: reasons building industry professionals and firms should utilize social media sites; an overview of social media sites utilized by the building industry; principles for social networking success; creating a social media strategy to fit with traditional marketing methods; and engaging potential clients and collaborators.

Thanks to the NOMA Conference Planning Committee for selecting the Building Industry Resources presentation to be included at the Conference.

Social Networking For The Building Industry

View more documents from Building Industry Resources.

6 Low-cost Ways to Increase Your Marketing Efforts

by Karen A. Davis

Operating a small- to medium-sized building industry business isn’t easy these days. The economy is down, and it seems as though many projects are in a holding pattern, if they’ve started at all.

But you can’t just sit by waiting for the phone to ring. Now is the time to create new strategies for getting your name in front of potential and existing clients, and you don’t have to spend a lot of money to do it. Here are a few ideas:

1. Build relationships. Correspond with clients regularly with an e-mail, postcard, or phone call so your name stays in on the tip of their tongue. You want to be foremost on their mind when a project is in the early stages so they will call you when they are ready to implement the vision.

2. Take on a partner. Contact a colleague you trust who offers complementary services to yours and work together to build business. Share advertising space or swap client lists and give each other a great introduction.

3. Position yourself as an authority. Write an article – or several – for trade magazines. If you’re an architect, try writing one for a construction magazine; there may be less competition. Send those articles to your existing clients so they know you’re an expert, and suggest that they pass the articles on to others who may benefit.

4. No time to write articles? Start an online blog (weblog) and begin to jot down your views on current events and building industry issues and trends. Let your clients know where to find it and how often it will be updated. No excuses; a blog can be started for free.

5. Join online social networking sites. No, they’re not just for kids. According to a recent Detroit Free Press article, nearly half of all Facebook users are 35 and older. Facebook, as well as MySpace, Meetup, Linkedin and many others have professionals that join every minute, and they are looking to connect with people who can help them grow their business, and whom they can help. You can even create your own networking site at Ning.com.

6. Build a website, already. You can create a website with good content for less than $100 per year (not including your editing time). At minimum, list the services your offer, post photos of your most recent projects, and give viewers a reason to contact you.

Marketing doesn’t have to break the budget. Many strategies only require your time and effort. For more tips go to www.buildingsource.net or contact Building Industry Resources for help in implementing these ideas.

© Copyright – Karen A. Davis. All Rights Reserved Worldwide.