3 Marketing Essentials for HDD Contractors

Joshua Parker, M.B.A., is the Director of Marketing & eCommerce at Melfred Borzall, a pioneering manufacturer in the Horizontal Directional Drilling (HDD) industry with over 80 years of innovation. With two decades of marketing experience—ten of those within HDD—Joshua has played a key role in transforming how drillers access tooling and industry knowledge. Leading the development of a first-of-its-kind eCommerce experience, as well as industry-recognized ad campaigns and digital content strategies, he has helped drive unprecedented growth while modernizing the way HDD professionals connect with essential tools and insights.

The HDD industry is built on expertise and relationships, but in today’s market, a strong marketing strategy is just as essential as having the right equipment. Many contractors rely on word-of-mouth, but that alone won’t sustain long-term growth. The good news? Marketing doesn’t have to be complicated or expensive—a few focused efforts can make a big impact.

Here are three practical strategies to help your HDD business stand out and attract more work.

1. Digital Presence (Not Optional)

When clients need HDD services, they search online first—not a phonebook or trade show list. That doesn’t mean you need a high-budget website or eCommerce platform, but you must be easy to find and contact.

For owner-operators, a simple 5-page website with high-quality images, a services list, and clear contact information is enough to establish credibility.

For larger HDD contractors, investing in case studies, project galleries, and technical insights helps demonstrate expertise. A well-structured website and paid search ads can also drive targeted traffic.

No matter your business size, at minimum:

• Have an SEO-friendly website so clients can find you.
• Set up a Google My Business profile to appear in local searches.
• Ensure your contact info is easy to find—don’t make potential clients dig for it.

If your business isn’t online, it’s being overlooked.

2. (Good) HDD Content is King

Marketing content doesn’t have to be polished or expensive, but it does need to be clear, valuable, and purposeful. The biggest mistake I see? Hiring someone with no industry knowledge just because they “know social media”—then giving them no direction and expecting results. That never works.

Instead, focus on:

• Short videos (under 60 seconds) showing job sites, equipment in action, or successful bores.
• Focused articles on one topic at a time (e.g., “How to Handle Challenging Soil Conditions”).
• Consistent posting to stay visible and build trust over time.

HDD is technical, and clients want to see expertise in action. Keep it real, keep it relevant, and over time, you’ll become the go-to source for the solutions they need.

3. Take Action, Then Optimize

Many contractors overthink marketing. They spend months planning instead of taking action—only to be disappointed when results don’t match expectations. The solution? Start small, measure results, and adjust as you go.

For example, say a mid-sized HDD contractor wants to increase bid requests by 20% over 90 days. Instead of overhauling their entire marketing plan, they could start with:

• Posting weekly project updates on LinkedIn to showcase expertise.
• Emailing past clients with a case study and a call to action to request a quote.

After four weeks, they check the numbers. If bid requests go up, they increase efforts—posting more frequently and expanding email outreach. If results stall, they adjust messaging, test new content, or shift to a different platform.

Marketing isn’t about getting it perfect the first time. It’s about taking action, tracking progress, and making data-driven tweaks along the way.

Final Thoughts

HDD contractors who embrace marketing gain a competitive edge over those relying solely on referrals. A strong online presence, valuable content, and a willingness to test and adapt can drive steady, high-value leads.

If you’re looking for best practices, check out Melfred Borzall’s HDD case study library or video library, or follow us on social media for inspiration. Want to discuss what marketing is working for you in the industry? Feel free to reach out at jparker@melfredborzall.com—I’d love to hear your perspective.