Are you maximizing 100% of all four marketing quadrants in your business? Which areas are you neglecting?

I’m going to break construction marketing down into four quadrants. Doing this allows us to drill down our marketing strategy and allocate our time and resources to the most effective marketing activities.

Here are the four quadrants:

1. Face-to-Face Marketing

• Ask Questions – Focus all your energy on how you can really help your clients most.

• Use a strategic referral request system.

• Networking on steroids -Only go to events that put you in front of real prospects, not fellow contractors.

• Know how, when (and if) you should give a prospect your business card.

• Form strategic alliances and joint ventures with other business owners.

• Use positioning & reversal techniques to close more sales.

2. Direct Response

• If you don’t use direct response you are leaving cash on the table.

• There are two very simple keys to direct response that will explode your results:

-An Offer

-A Call to Action

• Integrate your direct response marketing offer and call to action into everything you touch.

• Use persuasive communication (NOT intrusive sales jargon) to influence your prospects to buy from you.

3. Media and Advertising

• “Advertise the advertising”, or…

• Use media to drive prospects to your offer and your call to action.

• Use “guerilla” free press techniques to position yourself as an expert, and—you guessed it—drive traffic to your direct response system.

• Use persuasive copy and direct response in all your sales letters, ads, flyers, brochures, tv & radio scripts, webpages, articles, yellow page ads, signs, your trucks, and ANY contact with a potential prospect.

4. The Internet

• Use email autoresponders to build a list of prospects so you can market to them.

• No one cares if your website is pretty, especially if they can’t find it. Use Search Engine Optimization (SEO).

• Don’t make the common mistake of designing your website like it’s just a way for the people who already know you to find your address.

• If your website doesn’t offer something of value, you are wasting your time (and $) on an expensive “business card” hidden in the cyber jungle.

• Offer + Call to Action + Autoresponder = “Drag It Home” approved marketing.

So, those are the four quadrants. Look around the site to learn more about how to maximize all for quadrants in your construction business.

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