Are You Waiting Too Long to Drive Growth?
So after more than half a decade of doom and gloom in the construction sector, it would seem, at long last, we have something to celebrate. Not only did the UK enjoy its fastest growth in GDP in the three months to September according to the latest ONS figures, but construction output also rose by 2.5% over the same period, its second successive period of growth. What’s more, the housing market is also gathering pace and RICS reports that the UK house building sector is enjoying its strongest recovery in 15 years. They’re all great indicators of success, indeed, KPMG has stated that the only thing holding the construction sector back now is its ability to recruit sufficient experienced personnel. Perhaps the calibre of those leading the sector’s recovery does have a clear bearing on its success but there is another critical component in managing the industry’s return to form too….confidence!
For those of us who sell services to the construction sector, it’s clear that there is still a significant degree of nervousness surrounding the prospect of a sustained and meaningful recovery; a nervousness that threatens to fulfil its own prophecy. The mood of ‘wait and see’ that has led to a lack of investment in personnel, training and marketing over the past few years, continues to characterise the sector, with many waiting for the rewards of recovery before they’re prepared to invest in helping it happen.
It’s a tough call: after such a protracted dry spell can you really put your faith in the spin doctors, the consultants and the media pundits? Or perhaps you should look at it a different way – after such a protracted dry spell can you really afford to wait and see while others around you take the opportunity to steal a march on the renewed vigour in the construction marketplace?
CME’s Top Five Tips to capitalise on Growth
While many construction businesses have put marketing on a back burner in response to challenging market conditions, recent indicators of an upturn in the sector’s fortunes are prompting some to seize the day and put their company at the top of search engine lists and on everyone’s lips.
So what’s the best way to maximise the effectiveness of your first steps back into marketing without having to dig too deep to find the budget?
- Develop a marketing strategy and use it as the basis for a marketing plan – that way you can cost what you want to do, ensure it all delivers value and integrate tactics effectively, it usually works out cheaper and gives better returns than a cut price ad hoc approach
- Make sure your website is easy to find and simple to navigate – having a website is only of value if people can use it to access information quickly and easily
- Keep information fresh and up-to-date – content marketing not only aids search engine optimisation but also engages people and keeps them up to date with your company
- Maximise the value of materials across multiple channels – use social media, blogs, your website and traditional PR to spread the good news about your success
Remember that marketing is a two way process – find out what your customer base wants from you so that you can narrow down your tactical approach to the activity that will really work