How to Market to Construction Companies
- 1). Get a list of construction companies to which to market your product or services. You can buy or rent a list from list vendors. The better the list, the more information you can expect. If you request email addresses, the companies on your list must have "opted in" to receive unsolicited emails. If not, your marketing emails may end up in junk or spam folders.
- 2). Pick your marketing method based upon the list. For example, if the list has few email addresses, use direct mail, telemarketing or another method. Also, consider the sizes of the construction companies you target. If your product or service is best suited for smaller construction firms then target your marketing only to smaller companies.
- 3). Select the proper person to market to in each company. For example, if you sell software for construction companies, you need to market to the owner or IT person. This really depends on the size of the companies on your marketing list. Large companies have IT managers while small companies usually have just a few people doing several different jobs.
- 4). Write your marketing piece. Many marketing companies hire a professional copywriter to ensure quality and effectiveness. Choose a copywriter who understands the construction industry and related terminology. Sending a marketing piece that demonstrates little or no construction industry knowledge is a sure way to limit the results. Remember to have your piece designed specifically for the person to whom it will be sent.
- 5). Send your marketing piece to the people you identified from your list. Many marketing programs reached this point but were never executed due to over-analyzing. Be confident in your research and strategy. Launch the program.
- 6). Set up a spreadsheet to track the results. Record all the companies you market to and how they respond. For example, if you've sent a marketing piece that invites a company to email you for information, record the successful result for that specific company. Track phone calls, emails, requests for more information, and, if possible and applicable, website hits. If a company does not respond, record that as well.
- 7). Revise your plan and marketing piece based upon the results. Changing a few words or images on the marketing piece or website can produce stunning results. Making small changes and tracking the results will help you better design your program and will yield better results.
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