I’ve marketed construction companies for nearly two decades and seen the industry transform dramatically over the past 10-15 years. While some may attribute these changes to the rise of social media, the reality is far more nuanced.
The expectations of clients, prospective clients, employees, and potential employees have evolved, making marketing more prevalent and challenging.
Here’s why.
Increased Expectations from Clients and Employees
A decade or more ago, securing a multi-million-dollar construction project was significantly easier. Companies could win contracts with basic proposals, often riddled with typos and mistakes, because the competition was less fierce, and expectations were lower.
Today, the landscape has shifted. Prospective clients and employees conduct thorough research before making any decisions. They scrutinize your company’s website, social media profiles, content, and online reputation. This prequalification process happens before they even consider reaching out to you. The bar for initial impressions has been raised significantly.
The Role of Digital Presence
With the advent of the internet and social media, a company’s digital presence has become a critical factor in its success. Your website is often the first point of contact and must convey professionalism, reliability, and expertise. Social media profiles are not just optional extras but essential tools for engaging and showcasing your company’s culture and projects.
Content marketing has also become vital. Regularly publishing high-quality content that addresses the needs and interests of your target audience helps build trust and authority. Prospective clients and employees are likelier to engage with companies demonstrating thought leadership and industry knowledge.
The New Standard for Proposals
The nature of construction proposals has also evolved. Today’s proposals are far more sophisticated and polished, resembling professional magazines rather than rudimentary Word documents. They are designed to impress and persuade, incorporating high-quality visuals, detailed project plans, and compelling narratives.
The Added Challenge of Social Media
In addition to these changes, marketers now have the added responsibility of managing social media. This includes creating and curating content, engaging with followers, and monitoring online conversations about your company. Social media management requires a strategic approach and consistent effort, adding another layer of complexity to the marketing function.
Conclusion
The evolution of marketing in the construction industry reflects broader changes in expectations and technology. Clients and employees now demand more information, transparency, and engagement from construction companies. Companies must invest in a strong digital presence, produce high-quality content, and create impressive proposals to meet these demands.
While these changes have made marketing more challenging, they also present opportunities for companies to differentiate themselves and build stronger connections with their audiences. Embracing these new marketing realities is essential for success in today’s competitive construction landscape.