For businesses operating within the construction sector, communication success relies on reaching your target audience groups in a way that is engaging and easy to understand. That involves establishing your business as a key thought leader within your industry, sharing expertise that helps and educates, without the use of complicated jargon.
However, finding the time and deciding where to best spend your budgets can be challenging. So, with so many possibilities and means of starting your marketing journey, how can you ensure your communications are successful?
The first steps
The first steps to communication success for the construction industry are:
- Identify your stand-out
- Determine where you want to be
- Understand who you’re trying to reach
Identify your brand’s stand-out
Articulating your brand’s stand-out or ‘DNA’ – your vision, mission and values – allows your business to stand out across the world. It is what differentiates you from your competitors within the construction industry. This DNA should then run like a thread throughout all of your communications, allowing you to convey a consistent tone of voice and messaging.
Determine where you want to be
Once your DNA is in place, step back and audit where you are now, then think about where you want to be. The gap between the two can be bridged by creating a clear and concise communications plan. You can create benchmarks for measuring the success of your communications activities by developing SMART objectives.
Understand your audience
When you know where you want to be, think about who it is you want to reach. What is their job title? Where are they based? What are their pain points that your products or services may be able to help resolve? Capture the answers to these questions in detailed personas. That way, you can ensure all of your communication is specifically tailored, purposeful and really resonates with your audience.
Tips for successful communication
Once you have your DNA, objectives and personas in place, here are three key things you could consider within your communications activity:
Keeping up to date with current affairs
The construction industry is everchanging, with new innovations, technology and news emerging frequently. As such, it’s important to be aware of current trends and news and to stay up to date with all aspects of innovation. You can then refer to or discuss current affairs within your communications, as informed and relevant talking points are likely to generate more interest.
Additionally, if you are consistently sharing new and relevant information or discussing breakthrough technology or materials, it can contribute to your business being considered as a thought leader within the construction industry. This will help to evoke trust in your business and raise brand awareness.
Sharing your expertise
Businesses operating within construction often have a wealth of expertise which can be incredibly valuable for readers. You could consider sharing this expertise in the form of blog posts, social media posts or in editorial coverage in key industry outlets. It’s important that this content is concise, but not overcomplicated, as this can deter interest.
To ensure clarity, use simple language with little jargon, allowing you to educate your readers in a way that is easy for them to digest and understand. You can even include statistics and relevant news stories or share articles from others to further evidence your expertise and support what you’re saying.
Identifying appropriate communication channels
There are myriad communication channels – both online and offline – for reaching key industry decision makers. Before releasing any communications, it’s important to conduct research into the types of communication channels which are widely consumed by those you’re trying to reach.
The CMI survey, conducted in 2019, found that websites and search engines are the most frequently used sources for those seeking information from those operating within the construction industry, followed by direct contact via phone or email. The survey also found that industry magazines are still a key source of information.
Identifying the appropriate communication channels for reaching your target audience is vital for communication success, as it allows you to speak directly with potential customers and decision makers.