When you’ve worked hard on getting a construction franchise up and running, the last thing you want to see is zero customers. If that’s happening, it could mean you failed to market your construction franchise properly. To avoid this becoming a reality, here are some of our key tips for marketing your construction franchise.
Running a construction franchise is a hugely attractive thing to do. There are few more profitable, important and competitive sectors in the country than construction. But in what can be a tough industry to crack, how can you help your franchise stand out?
The answer is marketing. Without highlighting the unique selling points of your business, customers will never know that your franchise exists. So, to help sell your business to potential customers, here’s how you can market your own construction franchise.
2021 is likely to bring significant opportunities for growth. Adequately funded construction companies, which take on the right contracts with financially stable customers, will reap the rewards of the government's likely desire to reinflate the economy through infrastructure spending, as well as projects delayed from last year.
- Alistair Wardell, Grant Thornton
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5 tips for marketing your construction franchise
1. Use your franchisor
There are lots of advantages to running a construction franchise. One of the most notable benefits is that - as you’ll be able to count on the experience, training and support of your franchisor - you will already be off to a flying start when it comes to marketing a construction franchise.
Your franchisor will likely already have a pre-arranged launch marketing strategy which is designed to help get your business off the ground, so make sure that you make the most of this relationship. As a franchisee, you’ll already have a tried-and-tested brand and reputation, so whereas many smaller businesses will need to invest heavily in creating a reputation, you will be able to immediately enjoy the benefits of a pre-existing customer base.
2. Ensure your digital presence is up-to-speed
As an online business, it’s not just your goods and services that will represent your business - it’s your websites and social media as well. According to Signify Studio, 48% of visitors to a website assess a company’s credibility based on the firm’s website [Signify Studios]. This means if your site lacks accuracy, looks aged, isn’t intuitive, or just throws visitors off, you’ll be losing customers.
You’ll also need to make sure your sites, channels and online identities are optimised in line with SEO best practice. Making sure that your channels are easy to find and up-to-date is not only a great way to help customers quickly carry out transactions, it’s also vital for finding new customers.
- A good online presence should include:
- Personalisation towards your key customer demographics
- Concise and effective calls to action
- Direct and open communications
- A digital community
- A consistent and strong brand voice
- Regular quality content posted on a consistent basis
- Easy ways for customers to give you feedback and interact with you
We’re often told that networking is the key to finding great jobs. Networking is also the key to marketing your construction franchise. Whether you already have plenty of industry contacts or not, make an effort to attend road shows, events and conferences. Word of mouth sales continue to outstrip newer, digitally-based marketing strategies, making it one of the most important ways to generate leads.
People love referrals and they tend to trust the opinions of their friends when making purchasing decisions. Word of mouth advertising is essentially seeking to kickstart an exponential referral chain that drives continuous traffic, leads, and sales for the brand.
4. Run email campaigns
Emails are still a very good way of directly reaching customers. Emails can contain exclusive information, discount codes and business updates, and can certainly have a big impact on the reputation of your business. Not only that, emails provide a great incentive to others to subscribe to your email chains.
To get a great email campaign going, you’ll first need a way of gathering email addresses. When it comes to boosting your email subscribers, consider some of the following tips:
- Make your email chain appealing
- Make it as easy as possible to subscribe
- Use QR codes
- Send immediate thank you emails upon subscription
- Give users control over the content they receive
- Craft excellent subject lines
>> Read more:
- What is the Marketing Fee and Why is it Necessary?
- Developing an effective franchise marketing plan
- Try Out These 8 Outside-the-Box Marketing Ideas to Grow Your Business and Engage Your Customers
- 10 Tips for Building Truly Effective Social Media Marketing Campaigns
- Franchising 101: 8 Essential Marketing Strategies for Promoting Your Business
- Franchising 101: 6 Tips for Building Customer Loyalty Through Marketing
5. Get creative
Your business and your employees are unique. This uniqueness is something you should highlight in your marketing. Construction is a competitive industry, so being able to do something differently can really make your franchise stand out. Whatever it is that makes your franchise unique, put it on display throughout your marketing strategies and across your social media channels.
Start a construction franchise and enjoy all the benefits of this profitable sector
The construction industry is one of the most popular sectors to work in. For the right franchisees, there are profits and opportunities aplenty in the construction sector, so if you’ve been thinking about starting your own construction franchise, you’re in good company.
But, if construction isn’t necessarily the right opportunity for you, you might find your skills better suited to a similar industry. For example, the property management industry is also a hugely profitable industry. You can learn more about the advantages of running a property management franchise or how to make a career change with a property management franchise.
If none of these sectors is a good fit for you though, you can have a look at a full range of different franchising opportunities on the UK franchise directory.
Elliott Fudge, Point Franchise ©