There is no doubt that the COVID-19 pandemic has left the world in a state of economic uncertainty that has extended into the construction industry. Yet, even amidst this uncertainty, forward-looking leaders are taking the time to create a plan to ensure their businesses emerge strong when the pandemic begins to recede.
Now is a great time to think about how your communications strategy will take you through the rest of the current COVID-19 pandemic and beyond. Read the three tips below from an article that appeared in Construction Business Owner for advice on how your business can enjoy continued success.
#3 Use Clear Communication to Combat to COVID-19 Challenges
Your employees, clients and other stakeholders want to know how you and your company are doing. That’s why it is important to communicate regularly. Effective communication during COVID-19 should include the following messages:
- Make sure people know you will go the extra mile to ensure your team and all visitors are healthy and protected.
- Be personal, believable, and empathetic in your communications.
- Thank your team and clients – be grateful.
- Assure others that your company will survive this pandemic.
#2 Build a Reputation as an Industry Thought Leader
Use this time to become known as a smart, informed, trusted leader in the industry. Thought leadership can involve everything from writing articles or creating videos for online news sources to speaking to area or industry associations and organizations, posting on social media—or, ideally, a combination of all the above.
- Don’t try to be something you’re not. Instead, focus on issues and topics that you know well.
- Learn what other people are saying so you can differentiate yourself.
- Instead of talking about pie-in-the-sky ideas, pinpoint actual business problems that you can help with.
- Stories tap into people’s emotions and are easier to remember than a collection of facts on their own.
- You are giving your time and expertise to help others. As they learn to trust you, the sales will come.
#1 Keep Your Business in Front of Clients
History has shown that companies that continue marketing throughout a recession grow faster than competitors and rebound quicker. However, the way you promote your business may look different than it used to.
- Because of the pandemic, people are online more than ever before. Determine what digital advertising strategies work best for your audience and budget.
- Invest more time into your company’s social media channels.
- Think about what keywords your audience may use to find you and include those naturally in the content you create.
- Get your company in the news by packaging a unique news story or providing expert commentary on existing topics. Ask the news sources to include a link back to your site.
- Create white papers, case studies, checklists and other content that people can download.
The New Normal
There are a lot of opportunities for your company during this pandemic. However, you must be ready and willing to take advantage of them. Don’t wait until the pandemic has subsided (whenever that may be) to try new strategies. View this as a time to re-examine your communications and marketing efforts, in order to get a leg up on your competitors.
Go more in-depth by reading the full article in Construction Business Owner.