Trenchless Technology Magazine published an abbreviated format of this article. This is the expanded, full version. 

 

 

3 Smart Marketing Strategies for Local HDD Contractors

After a decade working alongside HDD contractors, one thing is clear to me: Many of you have built strong HDD contractor businesses through hard work and reputation, but as competition grows, relying on word-of-mouth alone isn’t enough. The good news? Effective marketing doesn’t require a big budget or complex strategies—just a few focused actions.

 

At Melfred Borzall we are lean and mean, but have managed to disrupt the industry with a groundbreaking eCommerce website containing 80 years of HDD knowledge, industry-leading ad campaigns, and innovative content through all channels. I’m taking some of what I’ve learned and delivering it to you to demystify your marketing first-steps, or next steps, no matter your company size.

 

 Here are the three simple, no-nonsense strategies you can focus on to grow your HDD business.

 

1. Digital Presence Is Not Optional

If a contractor isn't online, do they even exist to potential customers? The reality is that when companies or municipalities need HDD services, they turn to their network or what they see—not a phonebook or a trade show. Being searchable online doesn’t mean you need a massive eCommerce platform or a high-budget marketing campaign. It means having a professional, easy-to-find online presence that aligns with the size and scope of your business.

For owner-operator contractors, a simple 5-page website with high-quality images of your crew in action, a list of your services, and clear, easy-to-find contact information is more than enough. Potential clients should be able to quickly verify that you’re a real, reputable business with the experience they need.

For enterprise-level HDD contractors, a more comprehensive approach makes sense. Case studies, project galleries, and technical insights add credibility and demonstrate expertise, while paid advertising and SEO strategies help drive targeted traffic. A larger firm with multiple crews and specialized services should invest in a website that reflects that scale, ensuring that decision-makers in need of HDD work can easily find and vet their capabilities.

Regardless of company size, one principle remains the same: If your business is tricky to find online, it’s easy to overlook. A digital presence—at the very least, a functional website and a Google My Business listing—ensures that potential clients can reach you when they need you.

 

 

2.  (Good) HDD Content is King

Content marketing works—but only if done correctly. Many HDD contractors assume they need high-budget productions or professionally scripted videos to engage potential clients. They don’t. What matters is that your content is clear, has a purpose, and delivers value.

Here’s the biggest mistake I see: Hiring someone with no industry experience simply because they "know social media," then giving them little direction and expecting great results. That’s a recipe for failure. HDD is a specialized field. Your content should reflect expertise, not just check a box on a marketing to-do list.

Instead, focus on these three principles:

  • Keep videos short (under 60 seconds). No one wants to sit through a five-minute video on a bore path. Show the challenge, the process, and the result—quickly.
  • Keep articles focused (one topic at a time). If you're explaining mud mixing, don’t also talk about walk-over locating best practices unless it correlates. Be concise.
  • Keep content flowing regularly. Consistency builds trust. Over time, your name becomes synonymous with the solutions…then make sure they can easily reach you.

Quality beats quantity every time. A clear video with good audio, solid framing, and actual job site footage is far more effective than a flashy, overproduced piece that lacks authenticity. The goal isn’t to impress Hollywood—it’s to educate, inform, and build authority in the HDD space. 

 

 

 

3. Act, then Optimize

I’ve seen many contractors want more leads, better referrals, and stronger business connections, but marketing often feels like an expensive mystery. With so many strategies, platforms, and tools available, it’s easy to overthink things. It’s easy to get analysis paralysis looking for the “perfect” approach. But here’s the truth: marketing works best when you start small, execute quickly, and refine along the way.

Instead of getting stuck in analysis paralysis, start with one SMART goal (Specific, Measurable, Achievable, Relevant, Time-bound) and take immediate action.

For example, a mid-sized HDD contractor might set a goal to increase bid requests by 20% over the next 90 days. Instead of overhauling their entire marketing strategy, they could start by posting weekly project updates on LinkedIn and emailing past clients with a short case study and a call-to-action to request a quote.

After a month, they check the numbers. If bid requests go up, they double down—posting more frequently and expanding their email outreach. If engagement is low, they tweak the messaging, adjust the content, or test a different platform.

Marketing isn’t a perfect science. The key is to launch quickly, track results, and make small, strategic adjustments. You don’t need a flawless plan—you do need momentum.

 

 

 

 

Final Thoughts

Marketing in the HDD industry doesn’t have to be complicated, but knowing where to start can be tricky. If you're looking for ways to improve your approach or have specific challenges, I’m always up for a good conversation about what’s working (or not) in the HDD industry. Feel free to email me—I’d love to hear your perspective, and stay tuned for more tips in the future. If you're looking for ideas or best practices, Melfred Borzall has an HDD case study library and a video library to check out for inspiration.