Sep 24, 2015 Written by Guest
For many years bids have been won based on two factors; one, who you know and two, being the lowest bidder. If your company was able to perform the work and your proposal came in at the lowest price, you got the job. Over time, there has been a gradual shift towards design-build requests for proposals, along with an increased importance on qualified bidders.
This shift in preference of design-build proposals over lowest-bid proposals, and the increased importance placed on qualified bidders, has created a need for a B2B marketing strategy that did not exist in years past.
This shift in preference of design-build proposals over lowest-bid proposals, and the increased importance placed on qualified bidders, has created a need for a B2B marketing strategy that did not exist in years past.
Before even getting to the stage of an RFP or an informal proposal request, buyers are narrowing down the field and determining which companies they will invite to submit a proposal. In the past, networking and a good-ol'-boy system determined who would be asked to submit bids. Now, before ever reaching out to potential contractors, buyers are conducting their own search online, through company websites, and across social media to determine who will be asked to submit a proposal. You want to make sure that your website and online presence are professional and highlight your capabilities
Often, the misconception of construction marketing, is that the marketing strategy will resemble that of a B2C company. I often hear, "I don't need that much marketing." When in truth, construction companies need the right marketing, marketing that targets their audience and buying process.
Here is what should be included in every construction companies marketing strategy.
Have A Good Website
The role your website plays for your contracting business has changed drastically over the years. In the past you needed a website, now you need a good website. The change in the buying cycle has shifted so that your website will help you generate leads, not just act as an extension of your business card.
If you have not updated your website in years or your site does not represent the image you want conveyed, it's time for an upgrade. Your website should be professional, current, highlight your differentiators, and show your work. Buyers want to see professional images of work you have completed or are completing, and capabilities through: case studies; white papers; and testimonials. Think of your website as a public proposal.
When your website clearly conveys your image, strengths, and purpose, it is time to move on to optimize. One of the most affordable ways your company can take advantage of B2B marketing is to optimize your website. It is a worthwhile investment for your construction business to make sure your website is updated with the latest search engine optimization (SEO) techniques and that you are creating quality organic content to feed the search engines.
Two of the most important benefits of optimizing your construction company's website are:
1. The more links pointing back to your website, via organic content (blogs) and social media engagement, the more the search engines promote your website.
2. Out of area contractors will use the internet to look for sub-contractors or partners they need to complete a proposal. Having your website optimized will increase the chances they find you through a Google search.
Through proper SEO, you can get your business listed near the top of a Google search without paying additional advertising costs.
Embrace Social Media
Like it or hate it, social media is not going anywhere. You might not think of the construction industry as tech-savvy, but a recent survey from The Construction Marketing Association might surprise you. According to those surveyed, 97 percent of construction professionals are active on social media. That’s a striking 7 percent year-over-year growth rate and shows that social media is more than a passing fad.
When compared with the previous year’s data, it’s interesting to note that blogging, posting videos on YouTube, and Tweeting have increased 8, 12, and 13 percent, respectively. These are surprising statistics for an industry that was once primarily fueled by word of mouth marketing. Times are certainly changing for everyone, including construction companies.
Create Content
Content will serve two purposes, one it speaks to your expertise and demonstrates you as a thought leader, and secondly, when driven back to your website it helps with SEO. If you are considering using blogs as part of your strategy, remember to target your buyer, choose current topics , and include interesting and keyword rich content that allows your future customers to find and engage with your firm.
If this seems like a lot of work to create valuable content and blogs, think about the payoff. According to HubSpot, B2B marketers that use blogs receive 67% more leads than those that do not. And marketers who have prioritized blogging are 13x more likely to enjoy positive ROI. Those are results you can take to the bank.
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