How To Marketing to Construction Firms
There is some debate about whether marketing to construction contractors actually has a positive or negative effect on the industry. Some limitations might be associated with the rather limited collection of relevant data for such analysis. Also, the research didn’t examine the training and education of key construction staff members in order to determine its direct impact on the contractors’ overall attitude towards marketing in the construction industry. Such limitations notwithstanding, marketing to construction contractors has some very real benefits that can prove invaluable to their bottom line.
A large segment of the construction industry is seasonal in nature, operating on a tight cash cycle. Due to these factors, a large proportion of these contractors are seasonal in nature, often operating on “as is” basis. These contractors, many of whom own just one or two working models, will often not have an adequate supply of materials on hand or will have difficulty storing and transporting this inventory to meet their customer’s needs. Further, these seasonal workers will be particularly vulnerable to fluctuations in the prevailing market price of materials. With a limited number of business hours available on any given day, they will have little time to explore the competitive market to obtain new business.
The construction industry is highly dependent on accurate, timely information delivery. Contractors need access to accurate data regarding material costs and schedule times in order to plan their remodeling projects. Moreover, most firms that service a large segment of the labor force will also have other human factors at play. These include supervisors, lieutenants, and managers who will all have a significant impact on the contractor’s ability to provide a superior level of work to their clients.
In order to address issues related to human factors, marketing to construction firms must address some important issues related to scheduling and workload. In essence, scheduling is the art of placing the right people in the right place at the right time. Effective scheduling will allow for maximum efficiency and reduce costs and waste. Similarly, scheduling should include sufficient room for contingency plans and flexibility. Again, one of the most effective ways to improve scheduling is through the implementation of an effective marketing system. A marketing strategy for contractors should give construction companies the tools, data, and knowledge necessary to schedule and manage their resources effectively.
In order to successfully market to construction companies, it is important to understand the nature of the market. The construction industry is primarily an erectile metal fabrication and construction resource market. Therefore, effective marketing will target those companies that are engaged in the manufacture of metal for construction purposes. In order to reach these companies, the marketing plan should use four primary marketing tools. These tools include SEO/ SEM strategies, search engine marketing, internet marketing, and integrated marketing communications (IMC). Each of these tools has a unique role to play in the overall development of a marketing plan designed to effectively market to construction companies.
The first phase of marketing to construction firms involves search engine optimization. This phase focuses on firms’ keyword selection. Keywords, or key phrases, must be carefully selected in order to draw potential clients to a firm’s website. These potential clients will then be presented with websites that are optimized to match the specific requirements of their jobs. Using these keywords in advertisements, press releases, on websites, and other advertising means helps construction firms draw in business from potential clients who are searching for local firms that can meet their construction needs.
The second phase of marketing to construction firms utilizes the use of search engine marketing, or SEM. This phase focuses on the creation of marketing materials such as business cards, pamphlets, letters, and brochures. By using these marketing materials, potential clients are given the opportunity to review and consider the offers made by these companies. By carefully crafting the contents of these marketing tools, business management function of the firms will be able to determine which marketing tools are the most effective in attracting new clients. Once the marketing tools have been created, they should be used to drum up business.
Finally, construction companies can capitalize on their online reviews. Online reviews allow potential customers to read online comments about the services offered by the company. By reading these online reviews, construction companies will be able to determine what aspects of their businesses need improvement in order to attract more potential customers. When consulting with an SEO consultant, business management will be able to gain further insight into which aspects of the construction industry require the most improvement. Using these three marketing strategies, construction companies stand to gain greater business from their businesses.