On this episode of Verify In Field: The Millwork Podcast, we have the pleasure of hosting Jonathan Cor, a marketing expert in the construction industry. Jonathan shares his insights on the importance of branding, social media, and meaningful conversations in making a positive impression on others. He discusses how sales and marketing work together, and the role of a cohesive marketing strategy in positioning a company as a growing player and potential market leader. Jonathan also highlights the challenges faced by owners who question the need for marketing and emphasizes the importance of understanding the target audience. Join us as we delve into the world of construction marketing with Jonathan Cor.
About Our Guest:
Jonathan Cor, born into a construction family, grew up immersed in the world of painting. His father, a painter, inspired him to join the family business. During his middle school and high school years, Jonathan worked alongside his father in their commercial residential painting company during the summers. Coming from a humble background, the opportunity to contribute and help with minimal tasks allowed Jonathan to earn money for school clothes. This early exposure to the construction industry laid the foundation for his future endeavors.
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Summary:
Jonathan emphasizes the key role of branding and social media in shaping a company’s image. Rather than being overly salesy, he advocates for meaningful conversations and the exchange of value. He firmly believes that sales and marketing should work hand in hand. Throughout the episode, Jonathan provides practical examples and tactical advice for implementing a successful marketing strategy in the construction industry.
1. Understanding the Importance of Marketing:
- Many owners of successful construction companies question the need for marketing.
- It is crucial to understand why companies do marketing, both internally and externally.
- Companies need to define their target audience and align their marketing efforts accordingly.
2. Developing an Effective Marketing Strategy:
- Marketing efforts in the construction industry should primarily focus on business-to-business communication.
- Do not solely focus on showcasing the finished product to consumers.
- A cohesive marketing strategy should align with business goals, such as growth, leadership, innovation, driving culture, and recruiting.
- Social media plays a significant role in telling a new story about a company’s current state and future direction.
3. Leveraging Online Presence:
- A strong online presence can attract qualified applicants and make a positive impression on potential employees.
- An updated website and active social media presence demonstrate the legitimacy and seriousness of a company to job seekers.
- Online platforms like LinkedIn provide networking opportunities and help build a presence beyond a company’s local region.
4. Tailoring Content to Reach the Target Audience:
- Understanding the target audience is essential in creating an effective social media strategy.
- Consider factors such as contractors, GCSS, subcontractors, and employees when identifying the target audience.
- Crafting the company’s image, brand, and message becomes easier with a developed audience.
5. Going Beyond Logo and Design: Building a Brand:
- Branding involves more than just the logo and design; it encompasses how people feel about the brand.
- The best branding companies focus on understanding the company’s values, goals, and future aspirations.
6. Staying Focused on Objectives:
- Avoid blindly following competitors and instead assess the effectiveness and value of marketing strategies.
- Stay focused on business objectives rather than chasing marketing trends.
- Understand that some marketing efforts, such as SEO, take time to yield results and require a long-term commitment.
- Evolve marketing strategies as business goals evolve.
7. Creating a Cohesive Marketing Strategy:
- Develop an audience to determine what works and yields results, such as lead generation.
- With a growing audience, tailor marketing efforts to reach customers, employees, and prospective hires.
- Data collected from marketing informs future strategies and helps make necessary adjustments.
8. Storytelling and Employee Highlighting:
- Showcase people’s stories and employees who embody the company’s values to build morale and unite the team.
- Highlighting team members can also aid in recruiting top talent.
9. Jonathan Cor’s Journey:
- Jonathan Cor transitioned from the music industry to business, drawn to the creativity and strategic elements of marketing.
- An industry contact introduced Jonathan to the construction field, where they discovered their passion for sales and marketing.
Conclusion:
Building a cohesive marketing strategy in the construction industry is essential for attracting clients, standing out in a competitive market, and recruiting top talent. By understanding the importance of marketing, defining target audiences, and leveraging online platforms, companies can create a lasting and positive brand impression. Jonathan Cor’s expert insights offer practical guidance for implementing effective strategies that align with business objectives and drive growth in the construction industry.
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