Your audience doesn't just live online. While digital is important to any marketing strategy, there are still some traditional methods worth considering when marketing a construction business.
Print advertisements and content marketing
Many of the clients who deal with construction firms are also reading trade magazines that deal with their corner of the industry. Construction companies can take advantage of this exposure in several ways, including:
- Content marketing: Many magazines will allow companies to purchase space in their publications to publish thought leadership pieces. These articles aren't meant to advertise a specific service or product overtly, but position the company as an expert on a particular topic or issue relevant to the magazine's readers. This is a subtle and effective way of building a reputation in a form that doesn't come across as a sales pitch.
- Print ads: There is still value in this time-honoured practice, assuming you are getting in front of the right people. Here again, there are design, copy, and placement strategies that will get you noticed above others.
From trade shows to construction expos, webinars to lunch-and-learns, the industry is rife for opportunities to put your brand in front of potential clients or partners.
“Trade shows are a critical part of the marketing mix,” writes the US-based Construction Marketing Association. “Why? Because trade shows bring thousands of decision makers and prospective customers together in one place, often with associated conferences or continuing education. The construction industry is unique in the quantity and variety of trade shows available to brands that target respective customer types.”
Some may come with an upfront cost, while others may offer free marketing opportunities for a being a presenter. In either case, it's important to come to the event with the materials, talking points, and takeaways that will make an impression.
Giving back to the community has many benefits beyond brand recognition. Nevertheless, sponsoring a local event, team, or organization is a feel-good way of getting your name out there. Similarly, donating money, volunteers, equipment, or company expertise to a local initiative is an uplifting way of creating deeper community relationships that are equally beneficial for a brand.
“Getting involved in the community is a great way for any organization to build relationships and boost visibility and brand awareness,” offers Forbes Humans Resources Council. “Whether it’s by sponsoring or taking part in community programs, or by enabling employee volunteerism, companies that encourage involvement in the community stand out among their peers and see multiple benefits as a result, such as a happier workforce or a more loyal customer base.”
Open houses/holiday events
Anything a company can do to form more personal connections with customers helps. That’s why many contractors hold on-site community BBQs, lunch-and-learns, tours, or holiday events that give community members and clients a chance to shake hands with the people behind the brand.
There are no one-size-fits-all marketing strategies for construction contractors. Figuring out what strategy works is half the job, while the other is being consistent and willing to adapt to marketing trends as they evolve.
Thank you for reading part two of our construction technology series. Read part one Building the Brand: Tips for Construction Marketing Part 1, and keep scanning our blogs for the next chapter.
Photo by Melanie Deziel on Unsplash