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How to become a commercial construction company leader in 2017

How to become a commercial construction company leader in 2017

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Home Newsletter How to become a commercial construction company leader in 2017

Being known as an industry leader is every commercial construction business owner’s dream. It doesn’t happen overnight however, or by itself. A good communications plan using current and emerging technology along with traditional techniques creates buzz about your business and can position you or your construction business as an industry expert. Why is this important? Because that’s what your potential client wants. The best of the best. 
Construction Business Owner magazine asked its readers to talk about how their business marketing has changed or adapted along with new technology. Not surprisingly, all mention digital marketing as a game-changer for their businesses. A positive digital presence is not a choice. It’s a must if you want to be taken seriously as a business leader.
The most pressing problem with digital marketing and public relations in commercial construction is who’s going to take on this position in your company? Even more important, is that person an expert in commercial construction marketing and public relations?

Public relations and technology have changed, and having an online presence for your business is not a choice, it’s a necessity.

For smaller, and even mid-size construction, architecture, and building technology businesses, hiring a full-time staffer to manage marketing and promotion is not an option. Realistically, to market your business as an industry leader, you need to reach the right audience, at the right time, on the right channels and with the right message.
It takes a concerted effort, and expertise that is often only found in someone who already knows your marketplace, has beneficial media contacts in place, knows your competition, and is knowledgeable about all the most recent promotion strategies and has a solid track record with other similar businesses.
Another consideration is that construction in general is on the rise, and according to the American Institute of Architects it’s expected to increase by about six percent in 2017. As a result, there will be more competition for clients and projects. Because of this, creating brand awareness and positioning your company as the expert and leader of your industry will go a long way in influencing clients to clamber for your business. At least that is the idea.
Public relations and technology have changed, and having an online presence for your business is not a choice, it’s a necessity. The construction industries have come onboard with online platforms late in the game.
It’s well-known that retail consumers check references, reviews, and ratings online before ever making a call or a purchase. Statistics from Ad Week show that 81 percent of consumers researched online before making a purchase in 2014. While the numbers refer to retail purchasers, commercial construction and related industry customers are heading online in droves.
If you are concerned about your business, and where it will be in the next five or even 10 years, you need to address the need to differentiate your business from the others in your space. A good communications plan can help you do that.
The world of communication has changed too, and what worked a few years ago isn’t necessarily going to work today. So an expert in construction PR tactics can offer ROI that can’t be reached individually. But there are a few tips that can up your PR game without a big budget.

  • If you don’t have a business Facebook Page create one immediately –
    It’s not difficult to create one, but be careful about what you post (business related posts rather than your child at the school play posts) and offer real information your potential customers want to know about. Post regularly and at specified intervals to condition your audience and encourage sharing, likes and comments.
  • Send press releases to local media and TV stations – You don’t have to be an expert writer, but press releases are more likely to be picked up when they offer newsworthy information.
  • Work with media outlets to offer your expertise on construction and building stories – Building your influence as a leader and expert in your local markets helps create the image that you and your business are dependable and trustworthy. Reporters want reputable sources that are easy to work with, and once you have shown your worth, they will call on you when they need an expert opinion or quote.
  • Start a business blog on your website and post it on Twitter, Facebook and LinkedIn – blogs are a well-known way to create authority within an industry. Google rates authorship highly, so authoring blogs, articles and other published works increases your merit with search engines.
  • If you want your content spread faster, take advantage of different services such as the listed sites that allow you to buy LinkedIn likes from Earthweb.

These suggestions will help improve your online presence and influence through positive posts and media outreach.
But scattered public relations efforts are hard to quantify and show results. Advanced public relations experts in your industry can not only raise your brand awareness, create industry buzz and position you as an expert but your messaging will get seen by the people you want to see it.
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Heather Ripley is CEO of Ripley PR, a global B2B public relations agency specializing in manufacturing and building trades. For additional information, visit www.ripleypr.com.
 
 

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