Jack, King or Queen, does it really matter?
Yes, in the sense that we have to recognise the effective marketing of your firm’s services or products is essential, especially in difficult recessionary times, and it must be given the appropriate level of attention and resources.
For instance, in a recent survey of construction firms and the types of marketing tactics and tools they employ, the following results were obtained;
Brochures and other printed sales materials-85.7%
Email-81%
Social Media-76.2%
Events-76.2%
Branding-61.9%
Public Relations-59.9%
Advertising-57.1%
Direct Mail-42.9%
Marketing Plans-28.6%
Website/SEO-28.6%
Blogs-23.8%
Lead Services-23.8%
Market Research-19.1%
Other-14.3%
Convincing stuff, yes?
Well, not in my experience. I have found that when I work with clients to create a better future for their firms, we tend to track the following steps.
Gain a perception of what business they are actually in or want to be part of
Develop a Marketing Plan
Produce a sale orientated and fully optimised website that generates leads
Re-engage with existing customers
Utilise planning report data
Make telephone introductions
Combination of automated direct mail, email and newsletters.
Social Media
Networking events (construction related)
The above actions tend to get clients on track, they know how to contact people, how to get them to move logically and smoothly to the next step that leads prospective clients towards closing out the sale.
Obviously, other clients find them selves driven and controlled by the procurement processes of others. Some clients insist on us following their methodologies which require a different approach.
But that’s for another occasion.
If you need help, you know a man who can
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