As specialists in providing marketing and PR support for businesses within the construction and manufacturing sectors, it was a no-brainer for us to attend the Marketing in Construction Summit. Having attended for the first time in 2019, this year it was Alexandra’s turn to make the trip to the big smoke as the face of TMPR – networking with industry partners and listening in on thought-provoking seminars all focused around marketing in construction.
Here she takes a few minutes to share some of her personal highlights:
Hosted at CentrEd at the ExCel in London, the Marketing in Construction Summit saw a series of sessions from industry leaders and opportunities to share best practice advice on brand awareness, digital comms and much more! But, a few sessions stood out to me and echoed the advice that we share with our clients, so I thought I’d share three top tips that can be used to enhance service offering for clients.
- Website Optimisation
Being found on the first page of Google is an ambition for most businesses in today’s technological world and SEO is more important now than ever before. Google assesses a website’s trust based on how it appears on a mobile device first and foremost and desktop later – so it is imperative that your website has been optimised for mobiles!
Also, SEO keywords need to go into the hundreds! Pick the battles you can win (eg. Location, specific businesses USPs) and you have more of a chance of appearing on that first page. If your SEO is up to scratch, that should work even better than PPC!
- Content is king
At TMPR, content is our area of expertise so one session that resonated with what we do as a business was storytelling. Within stories, the reader trusts the teller and influence is created through emotional engagement – and this should be the same with your marketing strategy. The construction industry has faced a lot of scrutiny over the last few years, and as marketers, we can change this by telling stories that we truly believe in and adapting our copy to the right audience.
Immersion, simplicity and familiarity are key!
- Crisis Communications
We’re PR people as well as marketers, so understanding crisis control is essential. It is important to have a crisis plan in place, but where to start? Begin by identifying what is most likely to occur and then move towards what is going to be most damaging… By being proactive and having a crisis plan in place, clients can focus their time where it is needed in an emergency and most importantly are able to keep communicating with stakeholders!
These are just three top tips that reflect what we believe as a marketing agency and share with our clients. The Marketing in Construction Summit is the only one of its kind in the UK and is a great opportunity to meet up with industry partners, share ideas and expertise, but most importantly, ensure we continue to deliver the very best for our clients.
To find out more about the event and mark a date in the diary for next year, please visit https://summits.ukconstructionweek.com/index.php.