Consistency is a superpower for your marketing
Consistency is a superpower for your marketing
The construction and interiors sectors are crowded markets. Every day, there are lots of marketing messages out there fighting for attention, whether it’s over social media, a press release in a magazine or an emailshot.
Building product manufacturers are promoting their new product range to architects to help their projects comply with UK Building Regulations. Sub-contractors are endorsing their services to facilitate an easier and more effective specification process for contractors.
Is your target audience going to buy from you from one or two social media posts, or an emailshot every now and again?
Highly unlikely.
Would you ask the man or woman who you’re on a first date with to marry you? No. Or if you are thinking of doing so, I would prepare yourself for a ‘no’.
What is the answer? Consistently working towards your marketing goals and consistently spreading your message in the marketplace, builds trust in your audience.
Trust – a vital ingredient for your marketing communications
It’s no secret that construction is currently on a high and professionals are busy. They don’t always remember to do things in a timely manner even when it’s of benefit to them.
With that in mind, presenting your company’s message or sales promotion every now and again just won’t cut it.
Trust is the major barrier to a sale. The only way to build trust is by being consistent with how often you communicate with your audience, while also making sure your message (e.g. tone, language, benefits) is consistent too.
By being consistent with your marketing goals and communications, you’re telling your audience and prospective clients that you are reliable, and not only that but you are being crystal clear in how you can benefit your audience. This builds trust for your business and ultimately will increase your sales.
If you confuse your audience, you will lose your audience.
Why consistency is needed in the specification process
Some of the most successful businesses within construction or interiors, in getting their products or services specified, are relentlessly consistent.
If your brand is well known among architects, contractors, engineers and other specification professionals, you have more of a chance of being specified. But why is that?
Purchasing is done with emotions and justified with logic. So for example, if you manufacture balustrade handrails and an architect has the choice between your product and your competitors. If both yours and your competitors’ products are essentially the same aesthetically and technically, conforming to the required UK Building Regulations, how will the architect choose between the two products?
They will generally choose the brand they have a relationship with. But if they don’t have a direct relationship they will opt for the brand they have more trust with.
This could be they have read the brand’s thought leadership articles; they have seen and engaged with their social media posts; they have read emailshots from them; and they have found the brand high up in a Google search.
All of these elements combine to build trust. And trust will help you to build relationships and ultimately increase your sales.
Here are a few final useful points to build consistency in your marketing
1) ‘Doing’ social media for two or three months isn’t ‘doing’ social media. Build consistency and routine into your marketing habits to bring about the best results. And think about the long term.
2) It is important to be consistent with your message i.e. how you are promoting to your audience. It needs to feel like your audience recognises your business’ personality to help build that relationship.
A further tip here, bad marketing is product-focused or self-focused. Good marketing is customer focused and problem-solving focused. So don’t just list your product’s features, tell your audience how they will benefit from using it.
3) Create a marketing plan and schedule, and stick to it. For example, if you like to send out emailshots to your audience, send them at a similar time every week or month. So your audience will start to expect them and it won’t feel as intrusive.
4) Don’t be disheartened when you’ve been carrying out your marketing for a few months and you feel you’re not getting any results. As we have mentioned, it takes time to build trust with your marketing communications, and the benefits of being consistent will compound over time.
Final thoughts
We hope you have enjoyed and taken value from our article and appreciate that, like anything in life, good marketing takes time and consistency to fully work for you.
If you are interested in how we can help your business grow with consistent marketing, get in touch to organise a Power Hour zoom meeting.
Time54 is a specialist marketing agency that works exclusively with building product manufacturers within the construction industry.
We can build your brand awareness and authority through strategic and tactical marketing that leads to specification inclusion.
Time54 works with and has helped many building and interiors companies raise their awareness in the marketplace and increase their specification inclusion on numerous projects.
We are a specialist building and interiors marketing agency and help brands to:
- Increase specification.
- Influence architects.
- Build authority.
If you are interested in how we can help your business target architects and grow through specification led marketing, get in touch to organise a Power Hour zoom meeting.
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