Advertising for a small business

December 4, 2018

We know a contractor whose advertising campaign consists of his company name on his work shirts and the solid reputation that follows him. For this contractor, his reputation has been enough to keep himself and a small crew busy for five years.

For those not getting similar results or for anyone looking to expand their business, consider advertising. Advertising does not always require a marketing team. All you need is a solid, consistent message and a way to get your message out there. Following are some options we have found helpful, and we would like to share them with you.

Advertising Options

Radio and print. Radio ads can be expensive, but some local stations offer deals or sponsorship opportunities. Print ads can be run in anything from national magazines and trade journals to local newspapers and church bulletins. The price varies depending on your reach and the popularity of the publication. If you are not tech savvy, most publishing companies have graphic designers available who can create ads and artwork. The same goes for your radio ad; a station’s marketing team can write the copy for you if you need help. All these add-on services come with an extra design fee.

Sponsor an industry event. Local associations and industry groups offer sponsorships for trade show events and annual outings. Creating a sponsorship, for say an education session or golf outing, gets your name in front of customers and shows your commitment to your trade.

Signs, signs and more signs. Your company name and logo should be recognizable in your community when you’re creating a solid marketing/advertising campaign. Start with work shirts and your work vehicles, and continue with signs at jobsites. Always have business cards ready to hand out.

Social media. It is better to have a presence on social media than to be absent from trends. You don’t have to tweet every day or blog every week, but consider posting Facebook updates about a job’s progress or company milestones.

YouTube. When you want to grab someone’s attention, post a video. Create a company YouTube channel where you can share tips, company updates and project progress. Consumers love videos!

Stay local. Your community involvement will not go unnoticed by customers. Get involved in your chamber of commerce, sponsor local sports teams or school events, volunteer for community festivals and sponsor or walk in a parade. For additional reach, leave your business card or company flyer in coffee shops, restaurants and bars.

Reviews matter. Every now and then, Google yourself and check your reviews. If you have a bad review, respond to it and fix the situation. Potential customers may pass you over if you leave a bad review hanging out there.

Consistent Curiosity

Through all of this, be consistent and use one message. Test the message, and if you don’t get a good response, change it. Create curiosity about your company and its services, and be easy to contact. Advertising takes some effort and coordination, but it shouldn’t break the bank. The end result of more customers and jobs should more than make up for your advertising investment.


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