Maintaining construction marketing control
An issue I have seen many times when working with new clients is a lack of oversight of parts of their sales and marketing program. Even if you work with a long-time, trusted vendor, letting this management slip can cause serious problems, like being locked out of your marketing platforms. Here are areas you must maintain construction marketing control:
Usernames and passwords
Generally, access to your marketing accounts is the area I see the greatest lack of oversight. This issue happens two ways. First, the client loses the username and password for the accounts. This problem means you will need to reach out to each platform and resolve the issue by setting new access codes. A hassle, but not as serious an issue as the other way the problem can occur. The second way this happens is when clients allow their marketing vendor set up the accounts without assuring they have ultimate control. This approach means the vendor could have control and effectively locks out the client if the relationship ends. While Conach sets up certain accounts for clients, we do it in a way that all ownership and control remain with the clients who keeps construction marketing control.
Websites are one area where I have seen the most problems. Much of this stems from losing control over the access information. As mentioned before, a client losing the access codes can cause major problems but are not insurmountable. It can become a crippling issue in construction marketing control when the vendor has control. A website has several areas that use usernames and passwords, such as URL/domain name, hosting, and platform. If you have let the vendor register your domain name, they may own it. This event means they could force you to pay for it if you end their services.
Similarly, no access to your hosting company means the hosting service could expire and your site goes down without you being able to rectify the situation. Without access to the platform used to build your website, like WordPress, you will not be able to make updates or post news and blogs. Another consideration with website control is the building of the site. The more customizing the web developer performs, the less another developer will be able to make changes easily or inexpensively. Most websites do not need custom programming to meet functionality requirements. Be certain any customization in the production of your website is necessary.
Social media and digital marketing
Hiring a firm to handle your social media and digital marketing is convenient and effective. A plan is set, and the campaigns run on schedule. The issues with construction marketing control arises if username and passwords aren’t managed and content isn’t reviewed. When you and your team are busy, it’s tempting to let your vendor write, post, and blast to keep the campaigns on track. However, this practice means content could be inaccurate or not fit the image you wish to present. Take the time to review all content.
Ways to secure construction marketing control
It’s simple for you to have construction marketing control – make the effort. Set up all accounts and access information, plus keep a list that you and your key staff can easily find. Next, review content to assure it fits your company and its brand. Be certain you can access all aspects of your website, or social media and digital marketing if the vendor sets them up. Finally, ask your vendor to assure they have an open book policy and are always acting in your best interest.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in financial marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.