We’ve all been to the small-town little league game where a banner hung on the fence touts the local insurance office; uniforms sport the name of the downtown donut shop. Though we may label it being a good neighbor or just helping the kid next door, these gestures have a more formal name: community outreach. Community outreach is not a new concept; businesses both large and small have grasped the importance of getting to know their neighbors and fellow community members since the beginning of businesses and communities. And today’s outreach can reach a lot farther thanks to digital technology that makes it easier to connect with more people in more places and with more impact. 

Whether your construction business is located on a small-town Main Street or you are one of many in a busy metropolitan area, you can find countless ways to get involved in and support the community – which, with time and commitment, results in more of your community supporting your business. 

Even if you do not see a direct connection between an event or opportunity and your business, just being willing to participate and support the community can go a long way in helping people remember your name when construction and building needs arise. 

One of the most tried-and-true community networking opportunities is simply joining your local chamber of commerce. It is a simple step with a small investment for the return. Businesses who join their local chambers of commerce find they make usually gain more business contacts and customer referrals while giving their business more credibility and visibility in the community. And once you get to know other small business owners, you can create a network to refer customers to one another. 

Although the events of 2020 changed our behavior surrounding in-person gatherings, consider planning some events at your business when it is safe to do so. Inviting community members to an after-work happy hour, holiday celebration, tour of your facility, or some other social experience is a casual, more comfortable way for people to get to know a little more about your business without feeling the pressure of a formal business meeting or sales call.

Community outreach does not have to be all social, either. Lend your knowledge and industry experience to local organizations by offering to be a speaker at a meeting or doing a demonstration that is relevant to the audience. With many of these types of meetings and opportunities happening online nowadays, you can make an “appearance” that does not even require you to leave the office. 

Consider local news outlets, as well. Rather than sending press releases or waiting to get media attention on your business, offer yourself as an industry expert for stories that do not necessarily feature you or your business. Becoming a trusted resource for local journalists can give you exposure in an indirect way and it does not cost you anything but a little bit of time. 

Additionally, stay connected with your area’s convention and visitor’s bureau and look for trade shows or community events at which businesses and professional organizations are allowed to set up a table or booth. You can use the opportunity to meet people outside of your usual network as well as provide a low-pressure way for potential customers to find out about your business. Be sure to have plenty of printed materials on hand – such as business cards or brochures – so people have a way to remember you after the event. To grow your mailing list, you can also hold a drawing for a prize or create another contest that encourages people to register and provide contact information. 

Lastly, never underestimate the simple gestures such as donating to a local fundraiser or yes … the little league team. It is not the size of the contribution that counts – it is the idea that simply by being a part of the community, you are helping to create just what it is that makes a community so great. 

We hope you find these tips helpful in marketing your construction business. We will continue this series with several additional installments in the coming weeks and you can also download our digital guide, Marketing Your Construction Company.