Speak to one client at a time in construction marketing communications
When developing marketing messages, many companies take a more formal approach. In this technique, the messaging uses the company name and client rather than personal pronouns. For example, “ABC Construction provides clients with superior services” versus “We provide you with superior services”. There are many reasons to use a more personal approach when addressing potential customers. Here are a few tips on construction marketing communications.
Construction marketing communications need to connect
While all marketing messages should make a connection with prospects, it is critical in construction marketing communications. Unlike a manufacturer or retailer that sells products, when you sell a service, like construction, your client needs to feel that you are capable. The amount that an owner spends on a construction project means they need to feel your firm can do the job. Speaking in the first person makes that initial connection. And that connection is the first step in a establishing a relationship.
Establishing the essential trust
There is a perception, valid or not, that contractors are untrustworthy and unreliable. We all have friends, or personal experience, with a story about a contractor that didn’t finish a job, provided poor workmanship, or didn’t return calls. Of course, marketing can’t overcome the operational issues, but you don’t want your company to suffer from a competitor’s flaws. Construction marketing communication that speaks one-to-one, lets the potential customer know that you are focused on them and take their project personally.
You stand behind your company’s work
One of the biggest fears an owner has during a project is that if there is a problem the contractor won’t stand behind their work. When your messaging is in the first person, you promote the idea that you will back up your work. Using, “we” in place of you company name, reinforces the personal responsibility and accountability you provide. Consequently, the use of “you” instead of “our customers” strengthens the idea that you understand that the owner’s personal investment and involvement in the project.
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.