October 31, 2020  
 
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Marketing a Buildings Business

Marketing plays a central role in any company. But when it comes to a buildings business, your ability to market your brand can be the deciding factor between barely making it and achieving stellar industry success.

The marketing model for a buildings business has historically adapted to changes in consumer buying patterns and the market itself.

Like it or not, product quality alone doesn't deliver repeat customers. Cash is king in today's marketplace, so your marketing plan needs to focus on value messages.

Marketing Ethics

Ethically challenged marketers are a dime a dozen in today's economy. Industry-leading buildings businesses subscribe to a strict ethical marketing code, even when competitors intentionally mislead customers with exaggerated claims and falsehoods. Ethics are especially important in direct marketing. By relying on trusted list provider, you can ensure that your lists are accurate and are consistent with standard industry protocols.

Newsletters

Despite the unrelenting demands of generating content on a monthly or quarterly basis, a company newsletter has promising potential as a marketing device. Blatant marketing messages aren't appropriate in newsletters because they don't communicate informational value to your customers. Instead, your newsletter should contain industry news, product use tips, and other content that captures your customers' attention. These days, buildings businesses to distribute newsletters through online channels (e.g. in email campaigns and as PDFs on the company website).

Technological Expertise

The PR and marketing community has embraced technology with open arms, transforming basic marketing concepts into sophisticated, tech-driven systems and solutions. One of the things that needs to be considered by buildings businesses tends to be a search for news to leverage technology to scale up the organization's promotional firepower. In addition to marketing professionals, many businesses now include IT units as valued partners in their strategic marketing efforts.

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