The Covid years and the subsequent changes to working patterns have challenged Facilities Management and other organisations like never before, with changes in buyers’ requirements, evolving business models and technological advances.
Companies need to be at the top of their game to fulfil their customers’ changing requirements and realise their growth ambitions. Marketing has a key role to play and we are sharing our Facilities Management Marketing tips.
- Decide on your Target Markets and Communicate with them
Understanding the external landscape in your chosen segments will include the market dynamics, customer needs and behaviours, competitive landscape and evolving technology. Your value proposition should then articulate how you can help your target audience solve their challenges and why they should choose you. Communicating the Why, What, and How, will demonstrate the value that you can bring.
- Manage and Build your Brand
Brand management and generating brand awareness are critical and are a lot more than a set of visual guidelines. It is getting the word out so that your target prospects know what you offer, the value you bring and how this is better than your competitors.
All the ways that you communicate should portray consistent, compelling messages, so whether someone telephones, reads a brochure, meets a sales person or looks at your website, they should gain a consistent understanding of the purpose and the values of your company, and the benefits you bring.
- Define your Communications Strategy
Social media has grown massively over the 10 years we have been in business, but it is one part of a facilities management marketing communications plan. An integrated approach, including PR, awards, events and newsletters, targeting where you potential customers and partners will be found, will have much greater impact.
- Your Website is your Shop Window
This is particularly important in facilities management, when companies are often invited to tender for contracts on the basis of internal research. Keep websites up to date, ensure they are simple to navigate, and include all parts of your company’s offer from services to sustainability and social value.
- Build Relationships with your Target Audiences
Customer experience and relationship building are vital to pipeline building. E-newsletters can be a useful part, providing they focus on sharing useful information and ideas with the reader, rather than just selling products and services.
- Align External and Internal Communications
Consistency in communications helps to build brand awareness and ensure key messages are clear. Your social media posts are likely to have multiple target audiences including customers, prospects and potential employees, and varied content will appeal to their differing interests.
Recruiting the best talent has become increasing challenging and people want to align with the culture, ethos and values of their employer, which can be demonstrated through social media communications.
- Use Case Studies to tell your Story
Case studies are a great way of showcasing what you do. They can cover the benefits your services have brought to your customers, how you partner with other suppliers, how your technology improves customer experience, or the experiences of new employees in their first year with the company.
- Remember the the Rule of Three
In today’s information age, we are often overwhelmed with detail. This can occur in presentations, when reading documentation, listening to podcasts or watching videos. Studies in neuroscience have shown that the brain finds it relatively easy to grasp concepts or messages, visual and verbal, in groups of threes and they are more engaging and memorable. The reason behind ‘Three little pigs’ and ‘Goldilocks and the Three bears’ may help your next presentation!
If you’d like to know more please get in touch.