MARKETING 101
Common mistakes companies make – and how to fix them
By Heather Hudson
If you work in heavy construction, marketing is probably not
at the top of your list of priorities.
For many busy companies, marketing is often what you
intend to focus on when business is slow. It may not immediately
contribute to the bottom line. And the digital world – where most
of today’s marketing lives – is complicated and ever-changing.
But if you’re relying solely on the (albeit, considerable) power of
word-of-mouth referrals, you’re stunting your company’s growth,
according to Harley Rivét, president of Deep Dish Digital, an interactive
agency that provides marketing direction, design and
development in Saskatoon, Sask.
“Word of mouth may keep you busy, but if you want to expand
your sales growth, you need to get new people into the sales funnel,”
he explains.
To do just that, we’ve asked experts to identify the most common
mistakes they’ve seen construction companies make when trying
to market their businesses – and tell you how to avoid them.
Mistake #1:
Avoiding marketing altogether
You’re a thriving company with a steady flow of work. You don’t
know the first thing about marketing and you’re too busy to think
about it. If that’s the case, YJ Tso, owner of Sepia River, a marketing
specialist who once owned his own construction business in
Vancouver, B.C., says not engaging in marketing might not be a
mistake after all.
“It’s easy to say everybody should grow their company but, having
been involved in a company that grew too fast, I know marketing
is not always a good idea. Maybe you get plenty of work
from referrals and you can’t take on more than that without overextending
yourself.”
However, if you do have ambitions to grow your business, marketing
is essential.
“It’s rare to grow a business to any significant size without marketing.
It just doesn’t work,” says Tso.
He recommends setting aside a certain amount of resources
for marketing. Even one or two per cent of your annual revenue
can go a long way to carrying out a successful plan that will have
you poised for growth.
Mistake #2:
Failing to plan
If a business prospect came to you with a vague budget and no
specs, you’d know they weren’t serious. If that’s how you’re approaching
marketing your company, you’re not serious either.
Just like business planning, it’s critical to identify your goals
and quantify how you’re going to get there. And if marketing is
not your area of expertise, consider handing it over to people who
can work their magic on your behalf.
“Add or contract a marketing professional to your staff. Find
somebody who can take your knowledge or experience and turn
it into consumable content like blog posts, email newsletters,
training seminars and client forums,” says Rivét. “It’s easy to find
one by simply connecting with the Saskatchewan Professional
Marketing Association at www.saskmarketing.com.”
Mistake #3:
Marketing offline
Business cards, flyers, door hangers and an ad in the local newspaper
are all good marketing tools, but in 2016, truly meaningful
marketing lives online.
“Many construction companies don’t realize that their prospects
and customers see their website as another extension of
their office. Many fail to devote proper attention to it,” says Rivét.
“A website should not be an afterthought.”
Both Rivét and Tso are quick to caution that hiring someone
to slap together a website and put it up doesn’t qualify as taking
care of marketing. They say a prospect will judge your organization
within two seconds of landing on your homepage.
34 Think BIG | Quarter 1 2016 | saskheavy.ca
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