What is your definition of business? What does it mean for you? Does it mean late nights and early mornings to get the project done on time, or does it mean being on the phone to clients stressing about the digger that broke down? In other words, is running a business a big pile of stress for you? There are always certain issues that crop up, financial issues, employee issues, and contract issues, what will help you out of a jam? Is it taking on more clients, more staff, and more jobs? Or is it something simpler? The most important thing to any business in the age of startups and any business, even construction ones, is the importance of good marketing. Marketing is a big thing to get right, and although it may sound like it is for the reserves of Amazon or Coca-Cola, even if your construction company is minuscule in comparison to your contemporaries, it is an important lesson that every business, big, small, or floating out in space, can benefit from. Here’s why you need to look at your marketing tactics.
The Clients…
Firstly, by focusing your efforts on a marketing campaign, you will need to do a lot of questioning and soul-searching about what your business actually is. You may think that is a stupid sentiment and you already know what your business is and does, but the reason this is so important is that it helps you do really focus in on what your business does well, and this is how you will market your business and your brand, which in essence is the business personality. The mistake many construction businesses make is advertising that there is no job too big or too small. It may sound like they are covering their bases by reaching out to every single prospective client out there, but this doesn’t communicate that you’re capable of every job, it looks like you are too scared to make a commitment to one area. So look at your business, do you do restoration really well? Or commercial construction? Understanding the single greatest asset your business can sell will help to focus your marketing on a target market that fits your product like a glove. Once you develop a working relationship and the jobs come in, you are then getting more money, and this affects…
The Budget…
The budget in your business will always be a matter of concern. You can spend your budget on materials like slab on grade solutions, girders, and the like. The raw materials in the construction industry are the glue of the company, and as the business develops its sense of identity, the materials will be what you put your finances into the most. The modern industry has a focus on recycling materials which has its pros and cons. As you focus on marketing, it is wise to invest in recyclable materials so you can put enough money into your marketing campaigns. While those may think that purchasing recyclable material is not sensible, it is a common practice now, and one that will be a lot cheaper when you come to formulating your budget. As the budget can be torn in all directions and with many different priorities, the marketing plan is a healthy investment in the early days because of the ROI you will make down the line. The hard thing about this method is that you don’t see the ROI instantly, which can cause skepticism, but have faith!
The Brand…
As the brand is your personality in marketable form, you need to develop the marketing plan accordingly. The importance of a brand communicates that you are a trusted company via a simple image or tagline. The big brands bring to mind certain images, like McDonald’s and the golden arches. This next sentence may stink of motivational speak; you need to aim for those heights! And while it sounds like a totally pointless statement, by looking at these big companies you can begin to see the potential for your own business. You need to aim for the big contracts and to do that you must try and project an image that is big and bold, this is where the brand comes in. Your brand can be broken down into two parts, the personality side, and the presentation side. The personality can be communicated in simple terms, what your business stands for. The presentation side is your logo or imagery, and if you are starting out, this may not be high on your list of priorities. But the importance of an eye-catching image should not be underestimated. That is the first thing people will see, and it will be all over your advertising, your website, and social media. The image or logo, therefore, needs to communicate what your business does and its personality, which is quite a hard thing to accomplish. Experiment with designs, or work with a digital design agency to help you to create the whole package, which is an image you can capitalize on.
The Effort…
The way every business markets itself is all about trying to stand out. So you need to make sure that your business stands out for the right reasons. Are you dedicated to good customer service? Do you have an unbeaten track record for completing building projects? Or are you simply the best in your local area? These are all things that require focus, grit, and effort. The cliché is that these things don’t happen overnight, but if you have the right pieces in place, it can happen a lot quicker than originally planned. The whole marketing process can involve a lot of research into trends and styles, but the important thing is to find out what the core is of the business. Much like a writer finds their voice, or a stand-up comedian finds out what things really ticks them off, understanding your business voice will make the whole marketing process much easier. So start off now. Before you build anything, build your marketing strategy.