INTEGRITY

How your treat customers , suppliers and employees all matters . Always try to be fair and reasonable as anything less can impact your reputation and make your marketing counterproductive . Aim to keep word of mouth positive by considering how you can serve all of your stakeholders better . News of bad experiences unfortunately spread rapidly so counteract these with a commitment to excellent customer service , operating with integrity , and resolving any problems quickly . Ensure you give back by supporting charitable causes and fundraising initiatives ; it ’ s all positive PR .

USE VIDEO

Video is a quick and effective way of communicating your message and educating your audience . Online showrooms , product tutorials , customer testimonials , case studies , how to guides , tips and tricks , interviews and webinars that focus on small groups and allow interaction . Video boosts engagement by 300 % on social media and it has never been easier to record with smart phones , edit and create - people love video that shows real life and oozes authenticity .

CUSTOMER EXPERIENCE IS EVERYTHING

Ensure every potential customer touchpoint oozes professionalism , inspires , reassures and delights . From how the phones are answered , through to the quality of product literature sent out , to what is seen on your social media channels and website , and the final product and pre / during / after service received - the message is always consistent and reflects your brand values .

FOCUSING ON PRODUCTS AND SERVICES

With uncertainty continuing into 2021 , focus on being lean or conservative with your marketing plans for next 6-9 months . Stay laser-focused on your target audience and what brings a good return on investment . Above everything else , ensure you focus on delivering quality products and outstanding service .

PR , CASE-STUDIES , REVIEWS AND TESTIMONIALS

Aim to spread positivity and excellence in your industry with a continuous influx of news , case studies and testimonials . Talk about what you are doing , new product innovations , new starters ,

initiatives and achievements . Collect testimonials from customers and encourage them to leave Google reviews to boost your local SEO rank and provide reassurance to future new customers . Take photographs of projects - before and after shots work very well - and video clips . Build case studies out of your best projects and submit them to magazines , publish them on your blog and social channels ; this will demonstrate competence and boost credibility , attracting more similar projects .

BE VISIBLE

Keep your business visible by investing in online and offline strategies . Create newsworthy content and distribute to industry magazines , which can be repurposed for your website ’ s news section and social media channels . Digital marketing has never been more important with more customers researching

online than ever ( 70 % higher due to social distancing ). Bring your offline presence online by considering how your customers can experience what you offer . It ’ s important to know what your USPs are ( unique selling points ) and use these to differentiate yourself and stand out . Make sure your business is registered with Google my business so it shows up in local searches .

Clear Goal Marketing offers professional support to businesses within the fenestration and construction products industry . Assisting with everything from marketing strategy and planning , to marketing management and campaign delivery , budgets are stretched and focused on achieving maximum impact .

Visit Clear Goal Marketing for marketing support and further advice : www . cleargoalmarketing . co . uk / constructionmarketing