Everyone in our country has taken a hit by the COVID-19 epidemic. We hope you’ve not suffered personal losses of loved ones, but we know you’ve had some coronavirus-related economic setbacks. As of May 2020, construction marketing gained a new element: pandemic recovery.
Construction Marketing Strategies
If you began your recovery strategy in March, good job! Implementation begins now. A lot depends on your target market area; some states are still struggling with re-openings and some may revert to closures later.
Your first task is to revamp all marketing strategies for the remainder of 2020. In addition to a COVID-19 recovery strategy, construction marketing includes:
- Content management (blogs)
- Customer relationship management (CRM)
- Email marketing
- Local search and goodwill ads
- Social media
- Video marketing
Marcum accounting/advisory firm offers 4 tips:
1. CRM
Customer relationship management systems can maximize potential like nothing else. They are well worth the investment.
2. Local, ABM
There’s no telling if summer athletic programs for kids will be available this year, but they are, invest in goodwill marketing as much as you can afford.
Account-based marketing (ABM) may be the most effective tool you have at this time. Specifically target specific clients, areas, and contacts that can generate the most profit.
3. Video
If you are suffering from lack of face-to-face time with customers/clients, scheduling online meetings and creating personalized marketing videos using video-building marketing tools is extremely effective.
4. Website, Digital Advertising
Trade show attendance will be down for the remainder of 2020. Consider transferring trade show expenses to beefing up your online presence because your website and digital ads will be more important than ever.
Marcum says for every question potential clients ask in-person, that same question may be “Googled” hundreds of times. Ask your sales team the top 5-10 questions they receive and put the answers on your website landing page.
Construction Monitor Forms Your Marketing Foundation
Employees need “marketing” too. This has been a time of staggering workplace/jobsite insecurity. Reassure contractors and sub-contractors you’re focused on increasing job opportunities. Communicate often using newsletters and emails.
Sharing information will reinforce your position of strength and solidarity. That’s what Construction Monitor strives to do. Call 800-925-6085 or contact us today to learn how construction data can drive your marketing strategy.