5 ways a small construction company improved their branding

This is the story of how one small business took control of their online marketing and lived up to their brand. 

The owner of a well established, family owned construction company was finding it difficult to keep up with everything he needed to do to manage his crews and find time to keep up with his marketing.  He had a professionally designed logo, lettered trucks and a business card, but that is where things became a little messy.
 
A family member had created his website years ago, but it was riddled with typos and outdated information. He had a Facebook page, which included a snapshot of him standing in front of a wall dressed in a T-shirt and unshaven. The page sat abandoned with only65 likes, no posts and linked to a domain that didn't exist.

An online search came up with a few very positive Yelp reviews. Unfortunately, he never claimed his Yelp listing. and didn't know they existed.  He had no Google listing which prevented him from being found in a search of his competitors.  A Better Business Bureau listing revealed an A+ rating, and a YP listing was also unclaimed.

The owner also was frustrated and wanted to dump AOL as his current email provider, but didn't know what to replace it with. That's when he called me.

WHAT WE DID.

1. Website:  We redesigned his website using a responsive template with secure SSL from Weebly which he will be able to edit himself. Using original images of his quality work and branded content available through his suppliers, he was able to showcase his work visually. A blog provides homeowner tips, company news and events.
2. Online listings:  We created a Google My Business listing complete with images, accurate company information and a place for customer reviews.  We claimed his YP and Yelp pages and included images of his work and linked to them from his website.
3. Professional email:  Potential customers have more confidence in businesses that use a professional email address. Rather than joe123@yahoo.com, customers see joe@joesconstruction.com.  Email is more likely to be delivered when it comes from a business's .com. We used Google's G-Suite to create a professional address for key members of his team.
4. Professional photography:  The owner hired a professional photographer who provided him with a quality head shot, images of his team while on the job, and several images to use in marketing material.
5. Email marketing & social media:  In order to attract new business from trade shows and stay in touch with former customers, we created an email marketing strategy. This included a sign up form on his website, integration with Facebook and text-2-join sign up. His Facebook page was updated to include his new head shot, content and a button was added to his website. He now has a solid plan for auto-posting and pre-scheduling posts.

These changes helped a small business live up to the quality and the promise of its brand.  They are now ready to take on the new year looking as great online as they do in person!