Ryno Strategic Solutions Chief Experience Officer Mike Venidis simplified the complexities of a successful digital marketing strategy for construction companies into two major steps: getting attention and paying attention. He provided ideas for getting both during a recent webinar for the National Roofing Contractors Association.
Getting attention
When working to gain attention for your construction company, Venidis said, leveraging the power of a well-defined brand with a clear mission is key—whether you’re well established or just starting out.
“People don’t buy what you do,” he said. “They buy why you do it.”
Venidis recommended using the “six Ps of marketing” to further solidify your company’s brand and utilize consumers’ situational awareness, or their understanding of your market space and your competitors within it, to your advantage.
The six Ps are:
- Presentation
- Place
- Promotions
- Product
- People
- Price
He noted that a business’ website should make these six Ps clear as soon as someone lands on the homepage.
“If your website isn’t designed with these in mind and aiming to convert visitors into tangible leads,” Venidis said, “it is useless.”
Focusing on designing, or redesigning, your company’s website to make it clear who you are, what you do, who you do it for and why it matters will, according to Venidis, will translate into a more successful conversion rate from clicks to tangible project leads.
Paying attention
Paying attention takes your strategy a step further, Venidis said. Once your website is a clear and accurate reflection of your business, it’s time to zero in on local competitors and opportunities.
It’s also time to focus on the customer service your business provides when converting leads into clients. When paired with a cohesive digital marketing strategy and website experience for potential customers, according to Venidis, effective customer service reps who reach out to leads and close sales will increase your business’ success over time.
“If your customer service representatives fail, you failed them,” Venidis said. “You should be regularly training them, having them listen to and review their own calls, giving praise for good calls and listening back for missed opportunities that can be turned into learning opportunities.”
