In construction marketing there is only one goal to focus your mind on and that is to negotiate your next project whether you are an Architect, Engineer, Main contractor, Sub contractor or a supplier.
In our industry the majority of our work comes from people we know or referral. The better we know them and they trust us the more work we get from them.
I wrote a post on how to build business relationships on my LinkedIn account. You can read here: Developing a Business Relationship is Just Like Dating
To get started in construction marketing all you need is a LinkedIn account, a great profile that attracts your target audience and the balls to engage with people.
The Mistake Everyone Makes
The mistake everyone makes whether in the construction sector or not is no one takes the time to think about who their target audience is. We call the target audience a persona in marketing.
If you knew the persona in great detail you would be able to talk to them in their language. This will allow you to build the relationship more effectively, stronger and faster. Study the list below to get an idea of some of the things you may need to know about the persona.
- Products and services they need from you
- Specific features that matter to them
- Specific benefits that matter to them
- The reasons they buy from you
- Concerns they need reassurance over
- The internal stakeholders they need to please
- Their Hobbies and Interests
- Content they consume
- The reason they like to share content
- Online Habits
- Favorite blogs
- Social channels they have
5 Steps To Get You Going
Let me show you what I do with all my clients during the first session I have with them. These are the most important steps that make everything else in construction marketing effective and will save you lots of time and money in the future by investing your time right now.
Step 1 – Make a list of all your products and services
Step 2 – Make a list of the market sectors you operate in
Step 3 – From the list of sectors make a list of all the job titles you have relationships with.
Step 4 – Create a person map using the notes in the bullet points above to build a perfect picture of your target audience.
Step 5 – Go to Generating Leads and study slides 26 to 29 on the slide show. From the steps above build the matrix as the examples on the slides. This will give you greater focus.
The Inbound Marketing presentation includes a lot of content and I use it to explain the concepts of Inbound marketing and how to use them in the construction sector. I really need to go through these concepts with you for a greater understanding.
We can develop content and have it on page one of Google very effectively using some of the techniques within the presentation. I use these techniques myself and you may have found me from them. Your target audience can find you in the same way.
They are very similar but have different content. You will see me referring to both sites.
The Next Step
The next step once you have your personas mapped is to develop and create your communication plan and content. This is what you will use to market your business. If you are ready for this stage now then get in touch.