How to Market Your Pump Company

By Jenna White, Senior Marketing Specialist - Putzmeister America, Inc.

Suppliers and manufacturers across the industry are constantly sharing product promotions, industry news, and customer photos on social media pages and websites. Have you ever considered doing the same for your concrete pumping company?

There are a few simple steps to follow that will organically grow your business presence online and may lead to and increase in potential customers and leads. Here are a few tips and tricks on how to start.

First and foremost, sign up for a Google My Business page. This is the simplest way to ensure that your company will show up in a search result based on the users’ locations and search words. A Google My Business page will include your address, company description, contact information, photos, hours—and can eventually involve customer reviews. The page will show up as a box on the right side of a Google search when customers search your company name or “concrete pumpers near me,” etc.

Next, get a website and relevant URL for your business. This should consist of words contained within your company name and ones associated with what your company does. For example, include your company name followed by “concrete pumping.” Even if you do not fill your website with text and images right away, make sure you are accessible by providing company phone numbers, emails addresses and a short summary of your services. This is a great start to building your online presence and showing that you are a credible company.

If you already have an established company website, it is best to come up with a system to maintain up-to-date content. This includes changing out contact personnel whenever there’s turnover in your company, uploading new photos and adding articles about your current jobs or other industry-related information. This is content that you can link to in your social media posts to lead potential customers back to your website. Additionally, you can make your company and your operators stand out by highlighting your ACPA-certified personnel, and by linking back to the ACPA website and the safety materials available there to build more credibility.

In addition to your website, it can be greatly beneficial to create social media pages for your company. This will allow users to tag your company in their posts, as well as link your company page as a recommendation. These actions increase visibility and make it easy to reach out because contact information is ready accessible in the linked page. Social media pages also allow you the opportunity to engage with potential and current customers by offering to answer any questions they may have or telling them how much you appreciate their business.

I have personally seen an increase in social media use from our customer base and I think it’s great for their businesses. We live in a fast-paced world now where people expect quick information, and that includes using the internet to decide which company to hire. Potential customers are going to look through reviews and want to see examples of companies’ previous work.

Once you have these digital presences created, you can promote your company on all of them! Upload a video library, create a job site portfolio and share customer reviews to build trust in your work. Additionally, be a good business partner and share content and reviews for your general contractors and ready mixed companies—those companies will then be more likely to share content about you and your work. A great rule of thumb to follow is the 5-3-2 rule of marketing. This involves sharing more content about your business partners than yourself, sharing some about your company, and sharing a little about your employees to build a human, relatable side to your brand.

Remember—the most important thing to put online is your contact information to make sure that you are easily accessible by multiple methods for both existing and potential customers!