Time to dust off the marketing playbook

While most construction businesses are still pretty busy and the runway of work ahead should see you into 2023 without too many issues, the longer term picture is looking a bit more fuzzy. It’s time to start reviewing what you are doing in the marketing and sales space and look to make some improvements.

There is a habit of many business owners in the trades to just take what the market dishes up and not put some proactive systems in place to generate work.  “I get all my work from word-of-mouth” is what I hear a lot.  That’s great when WoM is working, but what if it isn’t? What’s the back-up plan?  Usually there is none.  This is particularly true when the market is stronger and the perceived need to generate leads is less. With building consents running at record levels over the past year, you can understand why marketing has not been high on the priority list of most people. Inflation, Covid, supply lines and labour shortages have naturally dominated the headlines. A downturn in building activity however will naturally make some of those issues die away. The need to generate more leads and improve your conversion rate will start to sneak up on you if you don’t take proactive steps.

I have often recommended to busy business owners to “dig the well before you are thirsty”. Putting a pro-active marketing plan in place will help smooth out the usual ups and downs of the construction industry.  It may not eliminate them all together, but it will help.  It will also improve the quality of lead.  Rather than just taking whatever is dished up, by deciding on the ideal work you want, and targeting your marketing messaging to that segment, you will be surprised what you will achieve.

By targeting your marketing you will also be able to command premium pricing and increase your margins.  Targeted marketing, consistently applied over time, will help you achieve a higher level of trust in the market and a reputation as the “go-to guys” in your chosen market segment.

So, despite how busy you are right now, I suggest one management task in 2022 should be to develop and implement a simple marketing plan for your business.  I have a Marketing Audit process that will help with this and is a low cost way to reset your marketing and sales processes for the future.  Email me by clicking here to find out more. Or book a free strategy session here.