It’s not a matter of if you become a digital contractor, but when. And if when isn’t soon, your company will eventually fade from the public eye.
That’s the reality many businesses faced a decade ago, and the digital imperatives are quickly catching up to the construction world – even earthmoving and heavy/highway contractors with a small customer base.
A “digital contractor,” according to Brett Sutherlin, is one who uses all the technology available, particularly the technology that enables you to reach more customers, partner better with suppliers and recruit a topnotch skilled workforce. Technology like GPS, BIM and telematics are important too, but their value and necessity depend on the work you do. Not everybody needs GPS machine control. But the technology you need to market your company is important for every kind of contractor.
Sutherlin is the founder and CEO of Lead Revenue, a website and digital services company, and founder and chairman of fusionZONE Automotive. He’s helped dozens of automotive and industrial customers, contractors and dealers up their digital game. We asked him how contactors can get started in and master this new digital marketing realm.
“It's about exposure, it's being found,” says Sutherlin. “Ninety-nine percent of our efforts go toward being found, first-and-foremost, on Google. If you're not there, and you can't be found, that is one of the main reasons you lack customers.”
Sutherlin highly recommends Google My Business, a free app that enables businesses and organizations to manage their online presence across the Google ecosystem, including Search and Maps. With it you can help customers find your business, tell them your story and edit your business information. You can also read and respond to reviews from your customers and post photos that show what you do.
