The last thing you want is to be caught flat-footed and find yourself lagging your competitors when the economy revs up again. –Entrepreneur
Your annual construction marketing plan flew out the window March 2020. But this is no time to keep your cards close to your chest. When the economy tanks, gamblers often win by rerouting money into more – not less – marketing.
You can rebuild your construction marketing plan by targeting social media. Here are 6 tips:
- Are you waiting for things to “get back to normal?” Some of the results of COVID-19, like social distancing, may continue through 2022. Your construction marketing plan needs to be driven with a sense of urgency plus here-and-now reality.
- Develop a social media calendar and commit to it. Every post should include your visual branding. Put a version of the same post on every social media outlet.
- Note which posts get the most action and follow-up with more of the same. Productivity professional Aja Viafora says, “Hug your haters.” Rather than engage in a volatile conversation, respond with sympathy and a desire to help make it right.
- “Now is not the time to rely on assumptions,” says CEO Andrew Reid. You’ve got to pay attention to customer/client behavior, especially construction purchasing patterns since March 2020. Some consumer behaviors are here to stay.
- Use empathy in your social media messages. “How can we help?” is a good question and your Facebook/Tweets need to reflect your concern. Be real. Post at-home employee videos and examples of distancing within your company to promote safety.
- Your presence should be visible on all social media channels. Facebook and Twitter are the construction industry frontrunners:
- Facebook – Launch ads and share your blogs.
- Instagram – Visual platform for customer-attracting content to build a follower base.
- LinkedIn – Business development is this platform’s foundation. It’s a good site for networking and news-sharing.
- Twitter – Influencers are more available on this platform.
- YouTube – Post and promote videos from your jobsites, promotional company videos, and empathetic we’re-in-this-together videos.