The construction industry isn't like any other. It shouldn't come as any surprise, then, that promoting your construction business is going to be different from promoting, say, a retail shop or a marketing firm. Most construction firms are only household names with insiders – the world at large isn't as familiar, unless you're talking about giants like Bovis or Halliburton.
Even if you're a well-known business in your circles, you still need to continue promoting your construction company. It's important to keep your business's name on the lips and in the minds of the people who need you. There are some easy ways to promote your construction business – both traditional and new methods.

Stay on top of Google

If you have a marketing team (and you should), you've no doubt heard terms like SEO and Panda, Penguin and Fred algorithm updates. All of these terms refer to the online marketing of your firm's website. No matter how great your website looks, if no one sees it, it's worthless. That's why your marketing team is constantly working on making changes to content and tweaking things behind the scenes.

Search engine optimization (SEO) refers to the keywords that search engines pick up on in your content. The algorithm updates are Google's way of making sure the most legitimate websites show up on the front page when people search certain terms. The way to stay on top of Google (and Bing, Yahoo and other search engines) changes constantly, but it always helps to have relevant content, including photos with proper captions, video and no broken links.

Old-fashioned networking

Not all of the old ways of doing things have gone completely out of style. Interpersonal relationships often lead to good business deals, regardless of how plugged-in society is now. It's important for you to network when and where you can. That means attending conventions, reaching out to project owners and architects by phone or email, and getting your company's name out there.
This is also why it's important to keep ordering those business cards. You never know when you might run into someone who's looking for a contractor to take on work, so make sure all employees have business cards and that they carry them – project managers, accountants, laborers, everyone. Not only do you reduce missed opportunities, but everyone in your business gets to be a part of promoting it.

Get involved in your community

Helping out in small ways helps your company in many ways. You can reach out to local high schools to offer apprenticeships. This gives you an opportunity to train a new generation of workers who are likely to remember your business's name and seek you out once they're ready to look for full-time work. You can also look into offering your building services for charity, such as Habitat for Humanity.
Not only does this endear your company to your community, but you and your employees will feel good about volunteering and providing opportunity. On top of this, you're likely to attract attention from local newspapers, television and more. Your brand awareness goes up, company morale increases, and you have tax write-offs.

Social media

It's easy to underestimate the power of a good social media plan. After all, Twitter, Facebook, Snapchat, Instragram – these are all just online toys for your kids, right? Far from it. These are easy, inexpensive tools for businesses to use to get their names out there, connecting with clients and potential clients.
If you have someone on your marketing team posting and liking and retweeting where it's relevant, you can increase your company's digital footprint, making you a bigger deal online than you were with just a website. It helps to have a sense of humor too. Going viral with a creative video, a clever retort or helpful information can do wonders for promoting your business. Remember to keep it authentic, though. Professionalism or lack thereof is a bit of a crapshoot – look at Wendy's Twitter campaign to see what that means.

Don't overlook the obvious

Classic promotion for construction companies includes painting your logo, company name and phone number on your truck, or adding work site signage, and these are still viable. Instead of painting your truck, though, consider magnetic signs for it. You can get a few different ones that promote different niches that you specialize in, but maintain your brand name, colors and logo on each one.
Work site signs are common because it's expected. When a new building is going up, the first thing people look for is a sign that tells them what it is, who's building it, and the expected date of completion. Keep your work sites clean, and you'll maintain a good reputation in your community and the construction industry.
There are so many ways you can promote your business, so don't knock it until you've tried it. Remember to get in touch with your city's chamber of commerce, join organizations and attend city council meetings. If you have the budget for it, advertise on talk radio or morning radio shows (when most people are in their cars and listening), or consider a television ad.

By Amy Nichol Smith