The year ahead: Three construction marketing steps can you can take to make it better

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The Merkley Supply Ltd. Ride the Rideau team -- combining community service and relationship-building.
The Merkley Supply Ltd. Ride the Rideau team -- combining community service and relationship-building.
The Merkley Supply Ltd. Ride the Rideau team — combining community service and relationship-building.

What can you expect for 2015? Predictions are dangerous, of course, because things arise out of left field to change everything — but we can still take steps to get to where we want to go. Here are three steps you can take to achieve success.

Remember, respect, value, and enhance your current client relationships

I can’t overemphasize this one. Your current clients fuel your business, and if you can turn them from “mildly satisfied” to “wildly enthusiastic” you’ll hit the marketing and business home run — with additional direct sales, product extensions, and most importantly, the all-valuable referrals, testimonials, and positive word of mouth.

Discover purpose in your business through community and client-focused association service.

Nothing builds your brand better than community and association service — as you become recognized for your good deeds, you also can often be recognized for your specialized expertise. Of course you must not be cynical about this service: If you do it with expectation of reward, it won’t work. However, you don’t need to deny your own values and priorities in contributing — pick the causes and organizations you like and which align with your current and potential clients.

Embrace new ideas, concepts and approaches, while realizing that good-old-fashioned respect and trust transcends generations and technologies.

You will have your head in the sand if you avoid social media, fail to maintain a proper web site, and (by now) haven’t even touched BIM or virtual reality. Yet you don’t need to go wild on these technologies. You can still pick up the phone, send a hand-written thank you card by mail, or sincerely help others solve their problems at networking events.

Note that the three concepts here often coincide, saving you stress and magnifying their impact. If you involve yourself in community/association activities with your current clients, you’ll certainly help them and maintain your relationships — as you connect to others who can see that you aren’t just a money-grubbing business machine. And you can support your relationships and help them grow through contributions of your technological and social media presence.

If you have a marketing challenge you are hoping to solve, please feel free to connect here.

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