The New Year is a great time to plan business growth campaigns and facilities management marketing is likely to play an important part in delivering results. Traditional and online marketing are both great ways to build the profile of your facilities management business, helping to raise brand awareness, generate leads and establish your position as experts in your field. These marketing tips may help you to prioritise and ensure your activities generate the greatest return.
Social media is a cost effective way to communicate, reach influencers and network on line and LinkedIn is a great platform for B2B Services. It’s important to remember that it is about engaging with people and sharing interesting and useful information over a period of time, not jumping in and trying to sell!
Carefully planned, well researched content, written by someone who understands your industry, and who can get inside the head of your intended audience, should attract interest. It’s key that the topics add value and that you create a compelling article which gets your messages across. Remember to ensure that your LinkedIn Personal Profile and Company Page are completed and showcase what you do in an interesting way. If you are linking to your website to drive traffic check that additional information is easy to find.
Posting varied content often works well, as different topics appeal to different people, and a content plan covering at least a year will help ensure consistency and that your approach continues.
Facilities Management PR
PR is an important element of most facilities management marketing strategies. Look for newsworthy stories within your business, which you could share with the media, as well as publishing on your website and in newsletters. These may include:
- New business wins
- New appointments
- Award wins
- Launches of new products or services
- Case studies.
In addition, writing editorial articles for publications which demonstrate your expertise and opinion will enable you to demonstrate thought leadership in the facilities management industry.
LinkedIn (and other social media platforms) are a useful way of further amplifying your PR coverage, and usually the publication will support you with this.
A specialist company, such as Birch Marketing, will be able to help you identify PR opportunities and compose engaging, high-quality press releases.
Attend Events in the FM Sector
There are a number of high profile industry events that take place each year, including the Facilities Show, Workplace Futures and the IWFM conferences, to name a few. There are also numerous networking events in the sector, where it’s great to make new contacts and learn about other people’s businesses and interests.
If you are exhibiting at a trade show, using PR and social media to publicise your participation should help increase footfall on your stand and engage with other exhibitors, ensuring you attendance is a success. For social media promotions, logos and images will often be provided, together with guidance on which hashtags to use for maximum exposure.
There are also a number of high profile days relevant to the FM sector, including World FM Day, Workplace Week and World Environment Day. Creating content that is related to these, can allow you to share your knowledge and expertise as well as discussing the hard work and achievements of your company. There is often a specific theme for each year’s event, which can make a wider spectrum of ‘days’ relevant some years.
It is important to bear in mind that integrated communications, delivering consistent messages across multiple channels, usually bring the best results. The coherent messaging allows the different promotional methods to reinforce themselves, increasing awareness and impact.
Here at Birch Marketing we have specialised in facilities management marketing for more than 10 years and have been lucky to work with some great companies including integrated FM service providers, technology innovators and specialist service businesses such as cleaning, M&E and pest control.
To raise the profile of your facilities management business, please do not hesitate to contact us.