Building your reputation as a reliable, knowledgeable and skilled contractor is no longer just down to experience: a massive part of your business’ visibility falls on your public image and how your message is perceived by those outside of your circle. Being a contractor of choice means keeping on top of local competitors, not just on price, but with a strong and identifiable voice.  

Chances are that your work falls in a handful of key locations, be it the Midlands, where we’re based, or perhaps within the M25, or further north. Wherever it is, clients want to know who you are, what you do and where you operate, and it’s your job to make sure that message is crystal clear. 

Some may argue that positioning yourself as a key contractor in specific regions might limit your chances of working further afield. However, it in fact cements your position as a business of value and authority against competitors. You know your field and your patch and have significant experience as a trusted contractor of choice in delivering works at key sites in the region – that’s certainly something to shout about.

How do I build my “regional marketing message”?

We understand that marketing can be somewhat of an afterthought in the industry. That’s OK, that’s why we’re here. Luckily, and most importantly, you’re already delivering everything you’re going to want to talk about, so that makes it easy to get started. 

Think about some of the key projects you’ve worked on recently that really show off everything your business is and does. Communicating your regional message means highlighting all the reasons why your company was selected to and was successful in delivering a specific project. It may be that you have a seriously strong talent pool in your region, allowing sustainable and reliable availability to sites in the area. Perhaps you were awarded a string of contracts for a local council or housing provider, demonstrating your ability to keep clients happy, time and time again. All of these things have an added meaning when communicating your message to the market.

How do I get my message out there?

There are plenty of ways to get started, some, yes, are easier than others, but it’s worth it in the long run. Think about the following and how your current marketing outputs stand up… 

• Business message: Have you outlined who you are, what you do and where, your values, and your initiatives in writing? 
• Internal communications: Sounds silly, but can all your employees clearly and accurately talk about the business? If not, or even if they can, have you considered refreshing your internal employee handbook and documents with everything they need to know?  
• Online presence: Is your business represented clearly on a website? Does this website communicate your message to market and offer an up-to-date picture of everything a client or potential future hire might need to know? 
• Social media: It’s not just for Gen Z. Are you using social channels to your advantage, both as a business, and through director and manager connections? 
• Mainstream media: Do you engage with regional media sources, like local papers, or regional business magazines? It can be an effective way of highlighting key milestones and achievements to people who are not already familiar with your company. 
• Awards and accreditations: Nothing says success like winning an award and getting to show off about it. Are you actively seeking out award opportunities and taking the time to go up against the competition? 
• Business networking: We know the construction industry loves a chat, and there are so many regional industry events happening every week. Is your business actively pursuing networking opportunities and building new connections face to face? 

What next?

You know the work you’re doing is delivered with integrity, experience, and confidence, and building a strong regional image means being the go-to contractor in your area for a reason. The connections you make along the way will always hold weight against your reputation, but now’s the time to get in front of local competition and communicate your difference with purpose.  

Setting achievable targets is a great way to get the ball rolling. Make sure your message to market is clear, and think about where your target audience is, and how to best get in front of them. Trust us, they’ll want to hear from you.  

The Power of Pearl

We’ve helped countless contractors upgrade their regional business reputation through message-shaping, media activity and more, see for yourself. Whether it’s helping outline a simple programme of regional media targets and deliver crafty communications that pack a punch, or working with you to construct your business’ voice, meaning and message in a way that will stand up against the competition, we’re in.  

Get in touch today and let’s craft a market message that makes local clients and competitors sit up and listen.