Years in business does not equal construction marketing awareness
In the past 30 years, I have worked with construction companies that have been in business for fifty, a hundred, or more years. While this long track record is quite an achievement, it doesn’t equate to continuing construction marketing awareness. Often, owners err in thinking marketing is no longer necessary because “everyone knows us.” First, that statement is never true. Secondly, even if you have strong market recognition, things change. For example…
Never had a construction marketing awareness program
When I speak of a marketing program, it’s more than just a logo and website. While essential tools in a program, they are not a proactive campaign that creates brand awareness. I have seen clients open for decades with a poor market presence. The reason is because if you aren’t promoting your company, competitors are. Out of sight, out of mind might be a cliché, but that doesn’t make it less accurate. Even if you are known in your market, without an active strategy to maintain brand recognition, you will lose it to more aggressive competitors.
Your company has changed over the years
A common mistake construction companies make in their marketing is not keeping it current. Though you have an active marketing campaign, you’re losing opportunities if you aren’t keeping the content current. You need to inform the market of new capabilities or services. Otherwise, how do you expect to sell them? This education should also include past customers to encourage potential repeat business.
Tactics in construction marketing awareness
Unlike businesses that provide products and services that customers need regularly, it is difficult, if not impossible, for construction firms to encourage a prospect to start a construction project if they don’t have a need. For this reason, building and maintaining a solid market presence, even for longstanding construction providers, is essential. You need to be thought of when a construction project is needed for you to be considered. Construction marketing awareness tactics include networking, event sponsorships, social media, site signs, digital e-bulletins, local advertising, and search engine marketing.
Pappy
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
About Conach
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.
For more information, visit conachmarketing.com or contact us or call 989.401.3202.