Neenah, Wisconsin-based Miron Construction Company has annual revenues of $500 to $600 million and more than 1,200 employees. But contractors don’t have to be a certain size to implement great marketing moves, says Jen Bauer, Miron’s director of marketing. Here are a few of her suggestions:
1. Look around.
Take a good look at how your competitors are promoting themselves. Also look outside of the construction industry – is someone doing something that you can adapt for your firm?
2. Consider the audience.
Sit down with your team and examine how your current customers like to receive information. “Some still want hard copies, and others like web links,” Bauer says. “Understand your customer base, their pain points and how you can address them.”
3. Start slow with social media.
“Pick one avenue and really do it well,” Bauer says. “As you get into it, you’ll get a better idea of the type of information you should be posting.”
4. Develop an email newsletter.
Even a quarterly email newsletter can be used to let your clients, partners and even your employees know what projects you’re working on, who’s new on your staff, and how you’re helping out in your community.
5. Consider blogging.
Blogging is basically offering your expert opinion in written form. What advice do you give your clients? How have you solved past jobsite challenges? Once written, this information can be easily shared on your website or in your newsletter.