Tips & Tricks to Surviving Construction Season

It’s that time of the year again!  

That phrase is often associated with holidays, but it also signals the arrival of the much despised (and yet much needed) construction season. While most disruptive construction goes into hibernation over the long winter months, once the April showers have brought upon the May flowers, the machinery and hard hats come back in the sun to begin their important work. 

Most commuters, adapt to the ever-changing nature of construction, but for small businesses, the challenges presented to storefronts with the presence of loud noise, dust, loss of sidewalks, and disruption to signage visibility make it difficult to engage their customers fully.

So how can a small business smack dab in the middle of construction season get people to either visit their store or buy online?

At Digital Main Street, existing in the digital space is what we teach, so here are some ways you can navigate this time:

Localized Google and Social Media Ads

If your goal is to bring people to your physical store, then this is the time to go hyper local in your ads. Narrowing your focus on locals in your neighbourhood can help remind people that your business is open and that walking to your store may be easier than driving.  

Construction Specials

Provide discounts and incentives for consumers based on the construction in your area. Whether through email or social media, this can encourage consumers to engage with your business through the offers they receive. For example:  

• “Pardon The Dust—Enjoy the Deals!” 

• • Construction may be messy, but our savings are clean and simple. 

• “Concrete Savings Ahead” 

• • Look past the pylons—there’s a solid deal waiting for you. 

• “Detour Discounts” 

• • Taking the long way? Let us make it worth the trip with limited time offers! 

Recognize that the construction workers are your friend, not foe.

It’s easy to give in to the frustration about the work going on; however, this may provide an opportunity for you to expand your reach. Providing your product to the workers could allow passersby to notice your brand, engage with the construction worker, and create mini-influencers who can direct consumers to your business.  

There is also the possibility of turning the construction workers into customers with exclusive deals. If they are the right audience for your business, they may be willing to engage with what you have to offer. 

Digital Storefront

Provide accessible online routes to people visiting your website.  

1. Direct people to your website with a Linktree, social media posts, email marketing etc.  
2. Keep your website up to date with hours of operation, construction notices, stock and merchandise, and offers so it is easy for people to shop online if they cannot access your storefront.   

Collaborate

Connect with another business in your area and collaborate on deals, content, or contests to expand your reach beyond your audience to potential new customers. Creating a community amid the construction season can help you expand your audience, get sales online, and have a support system.  

It’s important to remember that you aren’t alone in the hassle and others are in the same position. By working with others, you can create new opportunities for your business and theirs.  

Utilize Online Shops

Platforms like Google Merchant Centre and Meta Shop can help you create a channel for consumers to find your products and shop. These platforms don’t cost you anything to set up and provide new opportunities for people to find you and shop at your store.  

These are just some tips that can help you increase your presence in the online space during construction. The summer season brings an influx of customers to the storefronts, and while construction poses a bump, utilizing the digital channels can help bring that increase in consumers to your business, whether it’s in person or online.   

If you are in Toronto and are looking for help setting up some of these tips, such as Google Merchant Centre, connect with one of our DSS at [email protected] and they’d be happy to help you!  

We also host webinars that run weekly on various digital marketing topics that provide deeper insights and resources available to peruse to continue learning about digital marketing. You can register here: www.digitalmainstreet.ca/events