Raising Your Company’s Profile with Content Marketing
I have the benefit of providing marketing advice to companies in a lot of sectors, like healthcare, automotive, banking, education, manufacturing and many others. Marketing plans for these industries are always unique – requiring a customized approach for each client and sector.
When it comes to the construction industry, I typically see limited marketing programs – even from larger companies. While the company principal or business development person doing outreach needs to be the top priority (and we know it works), there are other strategies to consider to promote your brand and make the phone ring.
One place your content should live is on your website. Develop press releases, project highlights and other dynamic information so that your website isn’t simply an online brochure. When prospects check you out online, you’ll appear to be a vibrant company with lots of activity. Use this type of content for your website to celebrate wins – client signings, project milestones, staff promotions and certifications, etc. Additionally, be sure to leverage photos and/or videos for this content.
Another key part of a content marketing program is promotion of your company via social media. Facebook, Instagram, LinkedIn and Twitter are great vehicles to share photos of your work, highlight your people and ensure the marketplace sees the type of projects you work on. For example, perhaps the market generally thinks of you for one area of work or only certain sized projects. However, if you are more diverse, social media posts are an outstanding way to show the variety of your projects and your broader scope of services. It’s a great tactic to ensure people don’t say “I didn’t know you did that.”
Social media channels also provide a platform to show your company personality and community involvement. Creating posts showing a nonprofit you support, photos of a safety training or a topping off of a building gives the public more of a sense of who you are. It’s also great to record videos for your social media. For example, grab a smart phone and talk about the project you are working on today, or discuss a unique aspect of the job.
When it comes to content development, a public relations program will supercharge your marketing program. Seek a professional to develop press releases and secure news media coverage for your company. The news media provides third-party credibility for your company’s brand and message.
A good public relations professional should also position you as a thought leader to the media. So that the next time a story is being written about the construction industry or your particular specialty, your public relations partner should work to have you as a trusted expert for the reporters writing these stories. This type of thought leadership will give you the opportunity to analyze trends and be the person/company journalists think of when they need a source.
Content marketing is an affordable way to raise your profile so that your company is thought of more often when new projects seek construction partners. Plus, it will build long-term awareness and brand equity for your company in the marketplace.
Josh Sommers is President and CEO of Focus Media, Inc., a strategic full-service marketing, public relations and advertising agency. He can be reached at 845-576-2213 or josh@focusmediausa.com.
