A personal referral from a satisfied client is more powerful than any ad, but these days, that kind of word of mouth advertising isn’t limited to in-person conversations. Knowing how to spread the word online will help you win clients you might otherwise never have heard from.
Social Media Buzz
Social media is an indispensable tool not just for connecting directly with your potential clients, but also for helping them connect with each other. When people come across something useful or interesting online, they’re often happy to share it with anyone they think might benefit. Social media makes sharing quick and easy.
By publishing insightful guides and whitepapers, inspiring images, and other material that helps your would-be clients accomplish their goals, you’ll give them something to share with others in the market. Your shared content then does the work of demonstrating your skills and expertise without coming off as self-promotional.
Sites such as LinkedIn and Houzz are natural fits for construction professionals, but mainstream social platforms such as Facebook and Pinterest also help. The trick is to know which platform your target market gravitates to and direct your efforts there. Each one requires a tailored approach.
The Power of Influencers
Online influencers are bloggers, experts, celebrities, and others who have the power to affect purchasing decisions thanks to a large online following of people who trust their opinion. The Internet has allowed enthusiasts in even the smallest niches to establish followings, giving you the chance to access highly targeted audiences.
Well established bloggers commonly offer paid advertising opportunities such as sponsored posts, reviews, and shout-outs. Because these allow the blogger to inject their own personality and opinions, they’re more relatable, engaging, and trustworthy than ads. Guest posting, publishing your post on someone else’s blog, is another way to tap into an influencer’s audience. These methods work as efficient word of mouth advertising with one trusted authority recommending your services to hundreds or thousands of people in your target market.