Start Up- Advertising / building customer base

[sk9]

Hi Im looking for some advise, we have started up a flooring company, installing specialist flooring systems for, industrial and commercial sectors. There is an overlap into the domestic market but primally we want to target the industrial and commercial industries. We install many finished floor systems to suit all environments.
We have a website, registered on google and are vat registered and are safe contractor accredited.
We have had to invest most of the money we have made into equipment / tools so we are set up to carry out our trade.

Were a bit stuck on how to break into the market, generate work, get on companies approved contractor lists. Anyone know any budget advertising ideas, Im not sure how to go about contacting people like facilities maintenance managers or project engineers or to get a foot in the door.
Any advertising ideas that would be worth looking into?

Thanks in advance.

 

[RedEvo]

Perhaps consider a local BNI group.
Find and register with your local public tenders website - in Scotland it's http://www.publiccontractsscotland.gov.uk/
Find complementary services and approach them with your offering.
Start a blog, it's a slow burn but right now you probably have the time.
Look into Google Adwords to get web traffic quickly - consider using an expert or buy a book.
Make sure your website is well optimised, this will help - https://moz.com/learn/seo
Park your sign written van somewhere strategic?
Local small ads.

Might be something in this for you.

d

 

[TheConsulter]

1. Get your business listed in business directories that are related to your industry. Also, list the business on Google Local. Then when people in your area search for the services you offer, they will find your business.

2. Spread leaflets in the area. For businesses like yours it is often successful to spread leaflets.

3. Invest in a professional website. Then potential customers will feel that they will be serviced by a professional business.

4. Build up a presence on Social Media. Facebook, Twitter, Instagram etc. Make sure that you post regularly, so you gain traffic.

From my own experience I have had success with spreading leaflets. I bought my leaflets from a business named "AdKingo". At last I wish you good luck.

 

[NiceCat]

All good advice here. As RedEvo says getting access and registering on local authority tender websites is a good place to start.

 

[Mike_Cartwright]

If you have the time and means, you can also attend trade shows and other industry events. It's a good way to meet people, network your business, understand the trends, and know your competitors.

 

[ethical PR]

1. Get your business listed in business directories that are related to your industry. Also, list the business on Google Local. Then when people in your area search for the services you offer, they will find your business.

2. Spread leaflets in the area. For businesses like yours it is often successful to spread leaflets.

3. Invest in a professional website. Then potential customers will feel that they will be serviced by a professional business.

4. Build up a presence on Social Media. Facebook, Twitter, Instagram etc. Make sure that you post regularly, so you gain traffic.

From my own experience I have had success with spreading leaflets. I bought my leaflets from a business named "AdKingo". At last I wish you good luck.

I am sorry but the vast majority of your suggestion won't work/have any impact for B2B marketing.
1) Business directories - no
2) Leaflets - no
3) A well optimised/designed/SEO'd website is a given. It can be 'professionally' designed but unless the copy promotes key benefits, it was good references, case studies and is SEO'd it doesn't matter how well it's designed
4) social media doesn't work for trade business to business activity

What is your consultancy specialism by the way?

 

[ethical PR]

Hi Im looking for some advise, we have started up a flooring company, installing specialist flooring systems for, industrial and commercial sectors. There is an overlap into the domestic market but primally we want to target the industrial and commercial industries. We install many finished floor systems to suit all environments.
We have a website, registered on google and are vat registered and are safe contractor accredited.
We have had to invest most of the money we have made into equipment / tools so we are set up to carry out our trade.

Were a bit stuck on how to break into the market, generate work, get on companies approved contractor lists. Anyone know any budget advertising ideas, Im not sure how to go about contacting people like facilities maintenance managers or project engineers or to get a foot in the door.
Any advertising ideas that would be worth looking into?

Thanks in advance.

This is a classic mistake for start ups - spending all their money on setting up their business and then finding they have no funding to market it.

Unfortunately you can have the best service in the world but if decision makers who will buy your services don't know you are there, then you don't have a business

As mentioned tendering for work and networking are a couple of options.

But start from the beginning. Have you done your market research to show what key benefits your customers want and how you can differeniate yourself from your competitors?

Have you looked at how your competitors promote themselves?

Do you know who your decision makers are within the industries you want to target?

Exhibitions and trade shows, ads in trade media, PPC, case studies and references on your website, third party marketing are all options.

Before you do any of that - make sure your website, advertising and any literature you produce strongly highlights the advantages of buying from you. What difference will it make to their business? What can you offer that others can't? What is it about how you do business that will make them want to work with you?

 

[Wood Flooring Guy]

Target Architects or Design Engineers in your field, ask if you can get on their tender list.......its only a phone call.

regards
Dave

 

[ADNattan]

I agree with ethical PR that leaflets aren't much use for b2b purposes.

A well-targeted sales letter will help though. It's something a lot of my b2b clients choose, and it delivers decent results. As long as you do the research and follow up.

1) Identify the companies who might be in the market for your services
2) Find the name of the person at that company you need to speak to
3) Send a professional sales letter - not hard sell, just outlining the key benefits they'd get from working with you, and with a definitive call to action (set a meeting, etc)
4) Follow that up with a phone call a few days later

Seems simple, but I've seen it work for everyone from electricians trying to get onto contractor lists, to private investigators trying to partner up with legal firms.

If you're comfortable writing it yourself, your costs are printer ink, paper, envelopes and stamps. If you're not, then there are a fair few copywriters who will be able to help, depending on your budget.

 

[Chris @ businesshands]

As the owner of a marketing agency - here's the suggestion I would be making to a B2B company starting out.

Use LinkedIn Inmails. They are cheap (about 50p per send). They have very high open rates (50% +) and they allow you to target people with specific role profiles, in specific geographical areas, of specific company sizes.

We have some advice on our blog here about creating a killer email pitch. Unfortunately i can't post a link to it as I'm a new member on here and it blocks me from doing so. You may not see results initially, so be prepared to run a LinkedIn mailshot every couple of weeks, taking a different approach to your mail each time and you should see some results.

Also - not sure if you're in London or not, but if you are the doyle club is the biggest property networking event for every possible trade within the industry so I would get yourself registered (for free) and head to one of their meetups.

Hope that helps, Chris

 

[extulsftjz]

I worked with an industrial client who deiced to diversify. We set up and website and pointed AdWords ads at the site. The site was very basic and there wasn't even an address or phone number but they got enquiries.

Clicks are likely to be expensive - over £1 per click - but it may be worthwhile.

I just did a search on Google for 'industrial flooring' - I'm guessing this is your area. There are lots of others advertising which suggests it may be worthwhile doing it too. Some are using Google Shopping ads too.

 

[GeorgeSom123]

Have you considered looking for businesses in your area by searching through limited company lists? You can find basic information for free from Companies House, there are also companies that allow you to have a refined search through Companies House records too. Have a look at Greater Depth co uk if you feel inclined. You can search through limited companies, specifying the SIC code of the business, as well as when the company was formed, and postcodes etc. This voucher code should work if you're quick FREEAUGUST17.

George

 

[karenvjames]

HI Just saw your post today. Before you spend any more money on marketing get really clear on who you are trying to target. It is more difficult for b2b companies but questions to ask yourself are
1) what size companies will get the best benefit , are they in any particular industry sectors, how many employees are they likely to have, how long are they likely to have been trading, what is their likely turnover, will their premises ideally be industrial factories and warehouses or office blocks and business centres. The more specific you can get and the more defined will start to show you where they are likely to be found. Then target those areas. Then think about are they likely to go to shows or read industry magazines. If you have any customers already, ask them if you can ask more questions about why they choose you to buy from.

Get a clearer understanding of what problem you solve or would be able to solve for them. What benefits do you provide to your potential clients that are better or different from your competitors?Once you have the answers to some or all of these questions, you will begin to get a picture of your ideal customer and where they hang out so you can then target your spend more effectively to the right people with the right marketing strategy in the right areas. You won't waste hundreds of pounds on useless marketing or loads of time.

 

[Sorodo]

Utilise Linkedin and maybe some software called HubSpot to really target. Put content and case studies together - offer to help the FM and provide relevant information to make their job easier. Hubspot should tell you when your content has been accessed - prime time to contact...