There are many creative ways to remain at the forefront of potential customer’s minds when you have a small budget – or even no budget. It is always a good idea to take advantage of the free offerings available to assist in conveying your message to potential customers. Social media is one of the most effective free tools available to reach potential customers.
When the construction industry had a downturn back in 2008 and 2009, I used the downtime to focus on positioning myself as the expert so when business picked back up and companies needed construction law services, I was the first one they would think of. With the slow economy, I didn’t really have money to spend on promoting myself and my business, however, I did have time. I decided to invest my time writing more than 50 articles that shared my knowledge and expertise. In addition, I presented 36 seminars that educated the industry on legal issues that could affect their business.
I maintained a blog on construction law topics and shared the articles on social media. I issued press releases whenever I could. All of this was done with zero marketing budget. Face time became a key part of my marketing strategy and didn’t cost me anything but time. I became very involved in the Florida Roofing and Sheet Metal Contractors Association, attending all board meetings as well as serving on and chairing committees.
Take advantage of the free opportunities that are available and don’t forget about your manufacturers. Many of them offer contractor marketing materials at no or very little cost and some offer cooperative advertising programs where they will provide funds toward your advertising if you promote their brand or product.
Lastly, be sure to hustle from sun-up to sundown because nothing takes the place of putting in the hours and being there for your customers.
Trent Cotney is the founder of Trent Cotney, P.A. Construction Law Group, specializing in construction law. See Trent’s full bio here.
Author’s note: The information contained in this article is for general educational information only. This information does not constitute legal advice, is not intended to constitute legal advice, nor should it be relied upon as legal advice for your specific factual pattern or situation.