Get ahead of your competition now by putting right these 3 common marketing mistakes in the construction sector:
Setting right expectations
“We’ve posted on social media now for 2 months, but haven’t had any leads or sales yet from it. So we stopped.”
We speak to lots of businesses who don’t get the desired results from their marketing activities. But after getting to the root of the issue, the cause is not normally through execution and ‘doing’ the marketing, but in the expectations that were first set.
Many business owners want instant results. And there’s nothing wrong with that, in some areas of business instant results are necessary. But when there’s no leads or results after a short campaign, they stop and say ‘social media doesn’t work for my business’.
Marketing is not about instant results. The goal of marketing is to tell your audience how you can solve their problems, making them buy from you, ultimately helping your business to increase sales and grow.
This is definitely a long-term strategy. And a long-term strategy needs the right level of expectations. Rather than thinking I need a sale from my marketing activity as soon as possible, think of it as building relationships with your audience.
Building relationships takes time, effort, and consistency. But the benefits you will get once you build solid relationships will be massive. You may not get a direct sale in the first 6 months of your marketing campaign, but then the next 6 months you might double your turnover.
Which leads us on nicely to our second common construction marketing mistake…
“We sent out an emailshot campaign but didn’t get any sales from it.”
It’s a similar scenario to the expectations issue above, but this one relates to how often you carry out your marketing activities.
Lots of construction businesses send out a few emails or post on their social media channels for a few weeks, get no response, then give up. Does this mean their approach is wrong? Possibly, but more importantly it’s important to realise the success of any marketing campaign takes time.
The construction sector is currently a crowded one. 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.
Rarely will someone buy your product or service just from noticing your blog article or social media post.
There are 3 stages in building relationships, particularly online, nowadays – curiosity, enlightenment, and commitment.
Curiosity is where your audience is introduced to you. They’re curios in how you can solve their problem i.e. their project they are working on.
Enlightenment is where they start to like the content you put out there. It’s clear in what you do and how you can help your audience.
Commitment is where your audience commits to buying from you, after reading and noticing your content, whether that’s blog posts, social media or emails.
With this in mind, consistency is crucial if your audience is going to notice you, like you, and trust you enough to buy from you.
Most of your audience isn’t ready to buy.
The goal of marketing and a strong online presence is that when they are ready to buy, your brand is top of their mind.
Promoting your benefits, not your features
“Our glass balustrade systems feature stainless steel handrails, 10mm toughened safety glass and a variety of glass clamps.”
Technically, there’s nothing wrong with stating the above. But the problem is, they’re facts. And facts don’t excite specifiers and capture attention.
What you want to do is tell them how your products or services solve their problem.
They want to know your glass balustrade system will ensure their project complies with all UK Building Regulations, is aesthetically on point for their client, and importantly will stand the test of time.
This is what captures attention, builds trust, and eventually will help your audience to buy from you.
However, it’s important to be specific in how your products or services help your audience.
“Our products offer an innovative and sustainable approach to transform your business”
Too vague and fluffy.
“We have the biggest product range on the market”
So what. Doesn’t mean anything.
“We have the expertise to deliver fully operational service without compromise, endeavouring to find a solution for your requirements.”
Use language that your audience will understand. Just write like you’re talking to a human, not like you’re trying to impress your boss.
If you would like more information on how to build your marketing campaign for your business over a 12 month period, contact us today and we will be happy to help.
As a specialist construction and interiors marketing agency, we can make your marketing a success, increase awareness and trust in your brand, as well as win more tenders and generate leads for your business.
We like to work with ambitious businesses within the construction and interiors sectors who are focused on the long-term benefits of building their businesses through long-term marketing activities.
Call us on 01606 351 033 or use our contact form and we’ll get back to you as soon as we can.