Gaining a competitive advantage – traditional techniques with modern methods
It seems like sales and marketing trends, tools and techniques change every day and it can be a full-time job keeping up. If you have a small or non-existent marketing team, it’s hard to fathom where to start, what to do, or how to get ahead of your competitors.
Fear not! Here are several ways you can gain a competitive advantage using some techniques you may already be familiar with. We’ll start with the basics and give you some actionable things to help, whatever your marketing experience, team, or budget.
Did you used to have a listing in yellow pages, membership with the local networking club, seat at the regional trade association, or sponsor a tee at the golf club? Despite these being ‘traditional’ methods, whereas many business connections have now moved online, the same principles ring true. Good business is still all about:
Who you know (networking)
What you know (knowledge)
What you do and how you do it (reputation)
Who you know = Networking
Whether online or in person, engaging with architects, engineers, suppliers, and other relevant industry professionals can lead to partnerships, referrals, and new business prospects. Active participation in industry events, trade shows, and professional organisations can also provide valuable awareness and reputation growth.
Join social media. LinkedIn, Twitter, Instagram, Threads, and Facebook are full of construction industry topics, trends, and groups. Look out for the latest news, contribute your own updates and opinions, take part in industry discussions, and establish connections with other professionals.
Networking platforms and online events. Explore professional networking platforms beyond traditional social media channels that allow you to connect with professionals, discover potential partners or clients and expand your network. There are local online groups such as British Chambers and Institute of Directors, or construction-specific sites like Grafters Supergroups.
Attend virtual conferences and webinars. With the rise of virtual events, construction marketers can now attend industry conferences, seminars, and webinars from anywhere in the world. Participate in these virtual events, actively engage in discussions, connect with speakers and attendees through chat features or networking sessions, and follow up with new connections after the event.
Develop strategic partnerships: Collaborate with complementary businesses, such as architects, interior designers, or subcontractors, to create a network of trusted partners. These partnerships can provide mutual referrals, enhance the range of services offered and strengthen your reputation.
What you know = Knowledge
You have a wealth of knowledge that you probably take for granted. Share your construction industry knowledge thoughtfully and positively so more people see you as the right choice for their project.
Use your website. Add a knowledge section on your website with articles, downloads, images and video content. Develop educational articles, guides, videos or tutorials that showcase your expertise, share construction tips, explore the latest trends or highlight successful projects.
Host online workshops or webinars. Organise online seminars or training sessions where you can share your knowledge with industry professionals, aspiring construction workers, or clients. Focus on topics that address common challenges or provide valuable insights to participants. Promote the webinars through various channels and engage participants through interactive Q&A sessions. Host them live and record them to use again. Or pre-record sessions and make them available on your website as a download, and share to your target audience on social media.
Leverage social media. Create engaging posts, share relevant articles, participate in industry discussions, and establish connections with other professionals. Participate in industry forums, discussion boards, or online communities to share knowledge, seek advice, or discuss industry-related topics. Contribute thoughtfully to discussions and provide valuable insights to establish your expertise.
What you do and how you do it = Reputation
Marketing is all about reputation or ‘brand awareness’ – getting known for the good things, by more and more of the right people. This must be the first step. You can’t sell to a potential client if they don’t know who you are, what you do, or if you’re any good at it. Here are the ways you can transfer some of the traditional techniques of brand awareness into the digital world:
List on Google My Business. With a Google My Business listing, you can effectively target local customers who are actively searching for construction services in their area. You can provide detailed information about your business, including contact details, operating hours, website links, and images of completed projects. You should also request and publish customer reviews, which builds trust and credibility for potential new customers.
Use online directories. Take advantage of online directories and marketplaces specific to the construction industry. These platforms enable you to showcase your services, connect with potential clients or partners, and expand your network. Examples include platforms like ConstructionArea.co.uk, Construction.co.uk, and Construction Index. There will also be directories specific to your market niche.
It’s worth noting that these directories may have criteria, registration processes, and fees associated with listing your construction company. Research each platform to determine which one aligns best with your business goals and target audience.
Capture customer reviews. There are several platforms (including Google, and your own website of course) that you can use to encourage satisfied clients to leave positive reviews. These act as testimonials and boost your reputation.
The top 5 tips for more success!
Focus. Refine what you offer to get better quality enquiries and sales. Know your audience, market, target area and really concentrate on that. Don’t get seduced by opportunities or offers that don’t fit your targets – it can drain your time and dilute your success.
Do less, well. You don’t have to try everything all at once as it could become overwhelming. For example, try just one or two social media channels (the best fit for your target audience and messaging). Once that works effectively, you might expand further.
Plan. Do. Review. If something’s working well, keep at it. If it’s not working, see if you can work out why and try to fix it.
Be consistent. Be clear and consistent with your messaging. For example, if you’re labelling yourself as a ‘high-end house builder’ don’t use messaging or photography, which implies ‘cheap’ or ‘discount’.
Commit. You will need to dedicate some time regularly, but it will pay off.
Additional support
If you still feel overwhelmed or over-stretched, CME can help! As communications experts for construction clients, we have all the experience, knowledge, and capacity to act as your dedicated marketing team. Contact us to find out more.