How Medlock is making waves by showcasing their people
In an industry built around relationships, showcasing your people can be the tool you need to stand out from the crowd.
In business, it’s easy to lose sight of the personal, especially when the transactions figure in the millions and the service you provide is centred around delivering large scale construction projects. As tempting as it is to keep everything about the big picture, factoring some humanity into your marketing strategy can help you connect with your prospective audience.
This is a tactic we’ve been deploying with one of our construction clients, Medlock. Operating out of the North-West, Medlock delivers fit-out, refurbishment and new-build construction services to developer, operator and public sector clients in leisure, care, education, residential and commercial property. Alongside a host of other company values, Medlock puts a large emphasis on friendliness and people. Not just their clients, but their employees, supply chain, stake holders and the wider community too.
This is something we’ve helped them build on in their marketing strategy.
Putting a name and a face to your services
When a project is completed successfully, it’s done so on the back of hours and hours of work from teams and individuals. It stands to reason then, that potential clients would want to know that you and your people are the right individuals for the job. What better way of doing that than by putting your people front and centre?
Often, we talk about our companies using the pronoun, “We”.
“We’re committed to you.”
“We’re the North West’s premier construction company.”
“We help developers build beautiful buildings in the hospitality niche”.
We use this pronoun for a reason. It wouldn’t make sense to go into fine-grained detail about individual people when writing about our services on our website home page. However, there are other aspects of your online presence where you can weave in some more personal touches.
Curating a comprehensive and detailed team page
When we rebranded Medlock and built their new website, we helped them put together a team page with oodles of personality. Featuring over 40 people, the page introduces team members from all corners of the business, putting names, faces and personalities to roles both client–facing and project-based. Having a bank of people on your website shows you’re proud of your workforce and gives potential clients the chance to see what kind of company you are at a personal level.
Imagery and photography
In construction, we all love a photograph of a finished project. In the pre-construction stage, you might even show off a CGI image of your soon-to-be-built project. A welcome addition to these project pictures would be photographs of your workforce on the job. Not only is this a great opportunity to showcase their professionalism, but it adds a human element to the work you do.
Blogs, news articles and social media
Construction companies like to show off their completed projects. There’s good reason for this. Prospective clients like to see what you’re capable of and to see if you have any background in the work they need doing. But it shouldn’t stop there. While you absolutely should be showing off your previous work, you should also be showing off your people.
With Medlock, we’ve been running monthly “5 Minutes with…” pieces with staff members from different parts of the business. These short and snappy pieces showcase some of the great staff members Medlock have on the books. Importantly, they are also conduits to demonstrate some of Medlock’s company values.
These pieces are question and answer formats, where the staff members talk about their experience with Medlock, what they enjoy about their job and a few personal bits and bobs about their hobbies. These articles are then uploaded to their bank of news pieces and are publicised over all their social media channels.
These interviews generate a lot of engagement on social media, providing talking points and brand growth.
Want to find out whether a company live by their values? Talk to their employees.
Looking for an agency to help you communicate the right things to your target market? Give Luma a call and we’ll set you up for success.
Find out how you can climb the Google rankings through a potent SEO strategy.
Construction companies aren’t immune from the repercussions of bad publicity.
Every good plan starts with objectives. Have a read of this week's blog to find out how to create a winning property marketing campaign.