The look and feel of your company’s brand, logo, and marketing pieces are important. The construction industry, while known for designing and building as a profession, can often fall short when it comes to their own branding. Often times companies won’t have a fully designed logo, but simply use clip art and some standard type-face on a paper.
In our last article, we discussed participating in and/or hosting your own events or user groups as a means of marketing. In terms of post-event marketing, there are several different tools, depending on whether you were the host or a participant.
When you host an event yourself, you have access to the participant list. Possible next steps with the attendee list would be to:
- Provide participants and/or their co-workers a discount to your next event.
There are many types of industry-specific events each year. Getting involved with such an event is a great tactic to help boost your brand, sales, clientele and more.
With so many events, what is the best way to manage it all? How do you choose which ones are best for you and your marketing strategy?
Many of the email and marketing systems available today can do a lot of marketing work for you. These systems have features such as forms to capture leads, automatic replies, and even customized follow-ups. These sophisticated, integrated tools are changing the way businesses prioritize their marketing efforts. By knowing what stage of the buying process your customers are in, your sales team can focus on the lower-hanging fruit and your marketing team can focus on everyone else.
Lead generation means taking leads—potential clients and customers—and nurturing them in the right way so that you can convert them into actual clients and customers.In the past, we’ve talked about having unique landing pages on your website that tie in with your social media outlets; somebody who gives their information on your website is a hotter lead than someone you make a cold call to. Arguably, the person who volunteers their information to you could be a better lead than a referral, because they clearly want something from you—and they have already taken the time and made a leap of faith to give you their information.
Online advertising can be a very powerful tool for the construction industry. Companies such as Google and Facebook provide a lot of information about how to utilize their online advertising services. However, as these services have expanded and diversified, they have also become a bit complex.
In just a short time, social media sites (e.g., Facebook, Twitter, Instagram, LinkedIn) have evolved to become crucial tools used by professionals to market their services, build their collaborative networks, and achieve their goals. Thoughtful, strategic use of social media enables construction businesses to highlight their successful projects, showcase their services, and promote their expertise. At first, the variety of social media options can seem intimidating, but once you familiarize yourself with a few of them, you’ll understand which can be of most help to you.
Professionals in the construction industry are experts at turning ideas into plans and plans into buildings—as well as other projects that are beautiful, useful, and durable. But the old rules about marketing your skills and services have been upended, and it is no longer optional to recognize the role that websites, social media, and smart technology now play in finding your next customers—or in helping your next customers find you.