The built environment is on the verge of its fourth industrial revolution, and this revolution is being led by the fast pace of digitisation in the industry. From using technology and digital innovations at the designing and planning stage, to switching to modern methods of construction and digital solutions during the construction phase, the industry is changing at a faster pace than predicted. The pandemic also has a major role in the acceleration of this digital transformation. Adding to this shift towards digitisation is the increase in millennials and Gen Z at various levels in the industry. This has led to major changes in the way they research new products, interact with brands and purchase from companies, and therefore, how brands should strategise and plan their construction marketing.
In this blog post, we are going to take a closer look at the industry and look at the most effective ways to plan your construction marketing to engage with future buyers:
Changing Consumer Habits and Needs
In order for any marketing effort to be successful, it is important to understand the target audience in great detail. With the rise of millennials and Gen Z employees in the work place, the way B2B marketing works has changed drastically. The switch from traditional to digital is prominent in the industry as digital channels are preferred by millennials and Gen Z C-suite buyers. In order to succeed with this demographic, the marketing strategy and channels need to be adjusted to their needs and habits. Learn more about targeting millennials effectively before creating your marketing strategy.
The rise of millennials and Gen Z C-suite buyers has also led to a major change in the purchasing behaviour in the built environment. These individuals prefer doing their research online and avoid one-on-one conversations with sales representatives until they are ready to make their purchase. They want to be able to access all essential information from the company website, through videos, whitepapers, reports, informative blog posts and testimonials. Only once they are convinced that they should buy from you will they make the effort to speak to a member of your team. This factor highlights the importance of a strong content strategy even further. We also recommend learning more about the changing roles of C-suite buyers before planning any content or marketing strategy for your brand.
Treat Content as a Business Asset
Now that you know how purchasing behaviour has changed over the year, you now understand why content should play the leading role in all your marketing efforts. Good content that adds value to your target audience is what will ultimately help you convert those leads into actual paying customers. The more targeted content you produce that educates, engages and entertains your target audience, the easier it will be to increase your sales. Your content does the convincing, a role that was earlier carried out by your sales representatives. So, it is essential to look at your marketing assets as a business asset, and not as a cost.
Humanisation is the Way Forward
B2B marketing has traditionally taken on a more formal and professional tone and style. But this is also changing today. The humanised approach is especially effective on social media platforms where it is perfectly acceptable for B2B businesses and brands to adopt a less formal and more personalised approach in order to leave an impact on their target audience. Brands need to strike a balance between the two to be successful in the digital era. As a built environment brand, this is just as important for your construction marketing than it is for other corporations and enterprises.
A formal and professional tone is needed to display authority and expertise in the industry, but a personal and humanised tone is what will help your target audience connect with your brand. Your construction marketing needs to showcase your team and brand values as it will not only help you create more content, but also help you connect with your construction B2B customers, buyers and decision makers, who are humans after all.
Diversify Content to Maximise Lead Generation
Diversifying content is the key to maximising lead generation in the built environment. Brands need to understand that their target audience looks for content that adds value to them and teaches them something new. Direct promotional content can sometimes push potential customers away. So brands need to reassure their customers by talking about general issues in the industry and providing general solutions to catch their interest. Once they gain the trust of their audience, they can go ahead and talk about more product focused topics. This is perfect for building loyal communities in the digital world.
Need help with a built environment and construction industry-related marketing strategy? Get in touch with our team at Marketing Essentials Lab and see how we can help you diversify your content and maximise your lead generation.