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Sunday, October 28, 2012

Your successful construction marketing foundations

Here are three foundations for successful construction marketing

You need to be really good at what you do, and really enjoy it.  In other words, work needs to be fun (most of the time) and so good that your clients know they really are achieving the results they are seeking.

(Come on, you might say, I'm just a big cog in some machine -- in any case, I need to work to make money.  Yes, and the point is that if that is where you are at, you might do okay, but you are unlikely to achieve really good results.)

You need the basics:  A decent website, the ability to seek and encourage testimonials and referrals, and a simple but clear plan with some guidelines on where and how you will spend your marketing dollars.

Nothing fancy here -- and note, you don't need a huge budget.  In fact, in many cases, you can achieve really good results for a cash budget of $500 or less.  However, you need to have some control -- especially to know how to answer the calls offering you "marketing solutions" for a fee.

You need focus, specialization, and commitment

You can't be everything to everyone.  Successful marketing depends largely on leadership and perception -- and if you are one of many (competing against already-entrenched players) you will simply be one of many.  You need to be different -- so you need to figure out some aspect of your product or service or some market segment that you know others aren't doing.

Then go for it.  You'll succeed.  And you won't waste your money on marketing bs.

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