Creating a marketing plan for your construction company is no small job. If you attempt to follow typical marketing advice and feel like you’re speaking a different language than virtually every other industry, you’re not alone. Effective marketing for construction companies requires a very detailed and specific approach. Every relationship is a working relationship built on credibility, trust, professionalism, and experience. This is why traditional marketing techniques often fail.
So, does this mean construction companies have no chance of success with modern marketing? Not at all. In fact, marketing your company online is still a great way to grow and expand your business. The secret to success is hidden in the way you fine-tune your marketing technique. If you’re attempting to target businesses with a B2C marketing approach, you’ll appear unprofessional and quickly get overlooked. Instead, target potential new clients with the same professionalism you use within your existing business relationships.
Customers and businesses have different goals, so it makes sense that they wouldn’t respond to the same marketing techniques. While successful B2B marketing strategies may be similar to those used in B2C situations, there are subtle differences that must be observed. Here are a few ways business marketing differs from marketing directly to consumers.
1. Return on Investment
Consumers purchase products to improve certain aspects of their life. Companies, on the other hand, purchase products and services to improve their business, and ultimately, their bottom line. This means a more advanced research period is required and the decision-making process is typically longer.
To this end, businesses need a more direct marketing approach. Clear facts and professional terms cut through the internet chatter and provide the facts these customers need to make an informed purchase. Offering additional opportunities for communication can be a plus to allow potential customers to request more information about your services.
2. Building Professional Relationships
For businesses marketing directly to customers, speed is essential. Businesses that work with other businesses often utilise long term working relationships. Catering to these customers requires subtle marketing and branding changes. Businesses experience growth and changes and will likely come back for repeat business if they perceive you maintain the same dependability. An additional perk to these relationships can be found in customer referrals.
Marketing to attract these professional relationships requires targeting your brand to deliver a message that prioritises loyalty, credibility, and professionalism. Instead of simply marketing a service, it becomes necessary to also market the relationships you build with your customers.
3. Informational Marketing
Customers making personal purchases want to know how a product can improve their life or solve a problem. Businesses require all the details about how your service can provide a worthy investment. Simply put, businesses don’t make impulse buys. They expect to be catered to by sales and marketing teams. The best online marketing techniques for these customers include a wealth of details to back an informed purchase. Your content should educate your customers about what your business can and cannot provide. This can also be where your niche comes in handy.
4. Show Professionalism Online
Typical social media marketing can be a goldmine for businesses targeting customers directly. After all, customers socialise, shop, and communicate through social media. Unfortunately, using the same techniques for B2B marketing is often like flushing money down the drain. This doesn’t mean you should avoid social media marketing entirely. Business professionals also connect with peers and other professionals online. Streamlining your company’s social media accounts and maximising business connection platforms, like LinkedIn can provide valuable business connections and referrals.
Social marketing among businesses requires utmost professionalism across multiple platforms. Your brand should be consistent with clear details about your strengths and past successes. Making professional connections online provides you with the ability to place yourself among other well-known professionals in your industry and the customers you serve. It’s not uncommon for businesses to inspect your company’s social media accounts before making the final decision.
5. Expect a Marathon Instead of a Sprint
For businesses serving customers, time is money. Quick conversion is often the most effective way to make a sale. Businesses operate on an entirely different schedule. Developing a trustworthy relationship is essential to provide your customers with an informed purchase. B2B marketing requires a nurturing presence and a first-class user experience.
When businesses make major decisions, there is often a chain of command and more than one person involved in the final decision. To cater to these customers and provide the relevant information for a successful sale, you must create a communicative atmosphere that builds dependability and trust. Instead of rushing the sale, practice patience and anticipate the content you’ll need to address various stages of the buying cycle.
How Your Website is an Important Part of Your B2B Marketing Plan
Marketing to businesses still requires you to have a notable online presence. No matter what type of customers you target, your website will provide your first introduction. A professional website worthy of the attention of business clients will have a clean landing page with a clear description of your purpose and a notable call to action. Businesses aren’t interested in vague promises or cutesy language, they prefer detailed information and a transparent customer journey.
Your website is also your biggest opportunity to attract the attention of search engines. The language you use and your SEO practices will establish you as an expert in the field and get you on the search pages with larger, more notable companies. When your website establishes your niche, shares your company’s professional goals, and uses professional terms, your website will be optimised to appear in front of your target clients.
Moonstone Media is a professional web design company creating professional, responsive websites for construction companies. With decades of experience in the construction industry and advanced experience in the web design industry, we bring the best of both worlds to our customers. Get in touch today to learn more about how we can help you improve your online presence to target your ideal customers and grow your business.