Our Free Tips for your construction or building materials business are both relevant and achievable to increase leads and grow sales. To Your Success!

1. Since 1985 EdOutWest has been a full service marketing firm that helps businesses and
organizations market themselves online and in print. We turn your marketing goals into
real-world, cost-effective solutions that increase your leads and grow your business.
Contact Lisa at 303.847.1533 or Lisa@EdOutWest.com
Frustrated with finding marketing suggestions that
don’t relate to your business? Ones that expect you to
have a huge marketing budget and an even bigger
staff to get it all done?
Marketing Tips for your Building Materials
or Construction Business
Free marketing tips that are both
relevant and achievable!

2. Email Marketing Is Still A Powerful Tool
The benefit of email marketing is to stay top-of-mind
with your current customers, and to introduce your
services and products to potential customers.
Here are some ideas on what to include in your emails:
• A reminder about your services and products (Not every customer will remember everything you offer, so this is a good
way to remind them.)
• Useful information and fun facts about the construction industry.
• Upcoming promotions and offers (send these well enough in advance so your customer can take advantage of them.)
• How-to instructions. Make this a link to the instructions that are on your website.
• Include in all emails that Customer Service is important to you. Add a button they can click to email your customer service
or sales team if they have a question or concern. Always respond promptly!
• Feature an employee and their expertise.
TIP: Don’t oversaturate your contact list with too many email campaigns. Send just 1 or 2 a month.
TIP: Include a way for someone to Opt-In to receive your emails. Include this on your website, social media, email signature.
TIP: Add social media links to increase your audience on your social media pages.
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3. If You’re a B2B Company –
Find Out Who Visited Your Website.
Wouldn't it be nice to know what companies have
visited your website and what path they took while
there?
Visitors Always Leave a Trail.
Your sales team can really benefit from tracking prospects earlier
in the sales cycle, and then react quickly to visitor interest.
Let’s say a prospect is researching your website for information on your products or services. You will see their interest before
they even decide to contact you for more information! With this valuable information you can:
• Inform your inside sales team, who can contact the interested party right away, rather than waiting for a lead conversion
event.
• Not ready to make the first move? When that lead contacts you, you will already have a wealth of information about their
needs and level of interest because you already know who they are and the pages they visited on your website.
• You can also use this information to segment your leads and provide inbound marketing content to move them through
your sales funnel.
Who Visited Your Website reports provide you with:
• Company Name
• City and State
• Website Address
• Contact Name and Title (These reports do not tell you the exact person who visited your website)
TIP: Understanding which of your marketing channels are driving the greatest number of companies to your website can
increase your conversions.
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4. Your Business Needs a Professional Website
A website is one of the most important online tools you can invest
in to promote and market your business. It is your online
storefront, your 27/7 sales person, and in many cases, it will be
someone's first impression of your business compared to your competition!
There are many parts that make up a great construction industry website:
• Make sure it’s mobile responsive because people are searching for your services on their phones. A mobile responsive
website is one that displays properly on any mobile device. Don’t get penalized by Google: Google Search has
expanded its use of mobile-friendliness as a ranking signal. This change will affect mobile searches and will have a
significant impact in whether your website comes up in Google Search results.
Does your website pass Google's mobile friendly test?
Find out here: https://search.google.com/search-console/mobile-friendly
• Your site should be designed with a clean modern look, inviting photos, strategic messaging and easy navigation.
• Add CTAs. A “Call To Action” is a powerful tool on any website to drive engagement and to get visitors to take the next
step in the sales funnel. Make sure you include at least one. Here are a few examples: “Sign Up For Our Monthly
Emails” “Beetle Kill Pine Now In Stock” “See Plans for Building a Deck.” Make sure each of these CTAs goes to a specific
landing page on your site that provides more information.
TIP: As part of your on-site SEO strategy, publish educational content on a consistent basis (once monthly, minimum). The
easiest way to do this is to update your website blog with info about your products and services, construction industry
trends and news your customers will find useful.
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5. Optimize For Local Search
To get discovered by local customers online it’s important to
be visible in search engine results when your potential
customers search for related keywords associated with your
products and services.
What you can do to make sure you come up in Local Search results:
• Pay attention to your NAP (Name, Address, Phone). To rank in local search, it’s important that all of the listings for
your business have the exact name, physical address and local phone number across all digital channels.
• Set up your Google My Business page. Add your hours and other valuable information to help searchers choose
your business from the list of results. Adding pictures to your profile is also a big conversion booster.
• Be Active on Google+. Since Google+ is tied directly into Google My Business, being active on your profile will work
towards ranking your listing even more.
• Include local keywords on your website for example: “Our Denver Lumberyard offers…”
• Ask for online reviews. Whether it’s via email, on your website, on social media, or in person, there are multiple
channels to ask for reviews. The more customer reviews your listing has, the better it will rank.
• Claim and manage your listings on: SuperPages, Localeze, Yelp, CitySearch, Google, Bing, YP and more.
TIP: Across the board, optimize the content about your business by referencing local and industry keywords.
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6. Use Social Media
Social media has become a mainstay in the way we
communicate, consume news, and share content.
What to do on social media:
• Create a company page on Facebook, Twitter, LinkedIn and Google+ and Houzz. Make sure your content matches each
audience. For example, LinkedIn is “all business” while posts on Facebook can be more lighthearted in nature. Have
videos? Post on YouTube channel.
• Share great content on a regular basis. Social media is the perfect avenue for sharing content about the construction
industry and about your business in particular. Pushing out valuable content such as blog posts, videos, and industry
news provide you the opportunity to establish yourself and your company as experts in your industry.
• Link back to pages on your website or industry sites that offer useful content. If you’ve written a blog entry on your
website, share.
• Content with an engaging image will be seen by more people than just text.
• Complete all the About Us company information on your social media pages. Include pertinent keywords and phrases.
TIP: Own The 1st Page of Branded Search Results. Most potential customers conduct some sort of online research before
purchasing a business product or service. Besides your company website, what else shows up in their search results when
someone searches your company name? Your Competitors? Really old content? This is a question you want to have as much
control over as possible. Having multiple social media accounts that have accumulated followers and are updated regularly
is one of the best ways to ensure your organic search results are dominated by your brand.
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7. Content Marketing
Content marketing is a powerful tool to target
potential customers at each stage of the sales funnel -
from awareness to close. The right content will
show you as an industry expert.
Create content that targets potential customers at each stage of your sales funnel.
• Stage 1 – Make your prospect aware. They know they have a problem and they need a solution. Know what triggers a
need for your product and what type of company they are - write this information down. For example, a doctor’s office
may ask: “Will a new phone system increase productivity?” Create content that answers those questions, in hopes of
engaging them and moving them through the funnel. This may include creating educational content on your blog, being
active on LinkedIn and in relevant LinkedIn groups where your prospects are, eBooks or videos.
• Stage 2 – Now the customer is aware of your product and understands it might help them. They now need to figure out
if your product is the best fit for their needs. Your prospect wants to know: Does this product do everything I need it to?
How does it compare to the competition? Does this service offer the value I expect? Can I trust this company? Blog
posts, social media posts, customer testimonials and videos can be very effective. You need to educate prospects on the
merits and trustworthiness of your company and services, and what sets you apart from your competition.
• Stage 3 – Prospects are pretty sure they want to buy from you, they just need that final push. You goal here is to close
the deal! Include a customer review when sending them an email (with a link to more on your website.) Provide case
studies - each of your customers has a story to tell. Utilizing these stories in your content is very effective, as most of us
look for social proof in every area of our lives. We want to be reassured that we’re making the right decision.
TIP: Analyze what’s working and what isn’t. This provides valuable information on what to continue and what to change.
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8. Other Opportunities To Grow Your Business
The most successful companies have multiple
“customer-obtaining” channels. The key is to
have several of these channels working for
your business at the same time.
Here is a list of some opportunities to pursue:
• Find Referral Partners or Power Partners. They can play a big role in referring business your way, and visa versa.
• Ask Previous Clients. If you don’t ask, the answer is always No. So ask happy clients for a referral, or an introduction.
• Attend Networking Events. Carefully choose the ones you’ll attend so your time is well spent.
• Speaking/Seminars. Search out speaking opportunities.
• HARO. Help A Reporter Out is a great resource for opportunities to share your information/insight with reporters who need to write articles.
• Join Industry Associations. Broad industry associations offer a way to meet referral and power partners. They can also provide speaking
opportunities.
• Join a Municipal or Community Board. These opportunities open up a vast resource of being In-The-Know.
• Participate in Tradeshows. Depending on the event, this can be a great way to get in front of potential business.
• Write an Article for a Local/Industry Publication. Review relevant publications and reach out to them to share your expertise.
• Sponsor a Local Event. This is another way to get in front of prospects, but consider the ROI (return on investment) before committing.
TIP: Have your elevator speech ready to go at all times! Also, when the opportunity arises at an event, include a real life situation about your
business. This makes you and your company more memorable.
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9. We hope you found our
marketing tips both
relevant and achievable!
Not sure how to start?
Just contact Lisa, she’s happy to suggest the right steps to take towards your success.
No cost, no obligation, just free marketing advise. Really!
Since 1985 EdOutWest has been a full service marketing firm that helps businesses and organizations
market themselves online and in print. We turn your marketing goals into real-world, cost-effective
solutions that increase your leads and grow your business.
Contact Lisa at 303.847.1533 or Lisa@EdOutWest.com
Creative Strategies in Pixels & Print