When thinking about the changing environment of marketing in the digital age, many companies are looking at the internet to do their marketing for them. This is a similar idea to the desire for a digital customer management system to manage their customers for them. The reality is that marketing is a lead generator. It helps familiarize people with your brand. It informs and motivates. It prioritizes and channels desire. Simply put, it doesn’t do your job for you, it enables you to keep doing your job.
But marketing is more than creating urgency or calls to action or information for potential clients. It also sets the table for the culture of your organization. Believing in marketing means making an investment. An investment in your business’ future. An investment in your employee’s future. You can influence your own staff by conveying your own desire for success through your marketing efforts. Done right and with the right intentions, marketing can be the retention plan you’ve been yearning for.
Once you’ve committed to the marketing investment, it’s crucial to get the buy-in from your team. Your team’s job is to take the generated potential and turn it into reality. Creating clear expectations for your team is part of the solution, but in most construction businesses, it will take a team effort to get the job done. A willingness to put yourself aside and support each other. No one is excluded from this. It is Everyone’s job.
I’ll leave you with this old story of what happens when you don’t engage your business in the marketing culture:
This is a story about four people named Everybody, Somebody,
Anybody, and Nobody. There was an important job to be done and
Everybody was asked to do it. Everybody was sure Somebody would
do it. Anybody could have done it, but Nobody did it. Somebody
got angry about that, because it was Everybody’s job. Everybody
thought Anybody could do it but Nobody realized that Everybody
wouldn’t do it. It ended up that Everybody blamed Somebody when
Nobody did what Anybody could have done.