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BRENDA: How about honing your Market to them the same way you And it’s critical the web experience is
solutions and services story? would on a sales call. As Tara said, optimized for mobile use. Easy access
personalizing the communications as to contact information is paramount.
TASHA: It’s easier to be known for one much as you can is key to engagement.
or two things that will allow you the What are you anticipating will be the
opportunity to talk about everything BRENDA: Out of the marketing mix high point of the conference for you?
else once you’ve engaged a customer. bag, what suggestions can we make?
If you have a specialty, or your service ALL: Seeing people again and
hours are notable, lead with that. TASHA: The most important direction I talking business face to face.
give to new members of my marketing
ALLISON: Have people evaluate what team relates to you-phrasing versus we- Finally, we’re all women here, working
you are communicating. If your family, phrasing. Using you-language changes the in a field traditionally dominated by
friends, prior customers who know entire approach to marketing materials men. What would you like to tell other
you don’t clearly understand the value and puts the focus on the customer. women about working in this industry?
proposition in your communications, You-phrasing forces you to think about
probe as to what they are getting what matters to your customer and how ALLISON: This industry has plenty
from them. If you never asked, you’ll your products and services address their of room for women. We need to
never know. Make your efforts count. need. When you apply you-phrasing, you promote that fact a lot more.
describe challenges and solutions in the
TARA: Make it personal. Using second person, from your customers’ TASHA: This industry is so interesting. It’s
descriptive customer testimonials is perspective. When the customer is the a very supportive environment and there
always a good idea. It may give you hero of your communication, you’ll are no barriers to growing your career.
the edge over a larger contractor. capture their attention and have a higher
likelihood of creating a profitable dialogue.
TARA: The advice I would give anyone
BRENDA: Targeting customers in the industry is to be true to yourself,
was an area of focus for us. What ALLISON: Tara said it. Having a digital never lie to a customer, and know that
would you like to re-share here? presence is important. Millennials and Gen you are in the driver’s seat of your
Z do not trust a company that doesn’t career and your narrative.
TARA: Meeting them where they are have a website or social media presence.
is important. We realize time is your
most precious commodity, so just start
with doing one thing well. Creating a
digital presence is a critical step. THINGS TO REMEMBER

ALLISON: In small to mid-size business, the
owners are doing as much as managing. Is your Brand ID really you?
But taking the time to evaluate how you
are recruiting your customers is time
well spent. A few things to think about: A company website is a must.
1. Understand how and where your
audience receives information. Keep communications simple
What platforms are they using? and consistent.
Understand how to use that platform.
2. Create campaigns that focus on what Word of Mouth is everything.
Use testimonials!
you are promoting, wrapped around
what is important to the target audience. Take pictures from the job and
3. Stay unique. Customers see through post authentic content.
jumping on the bandwagon,
and messages just get lost. A diverse staff is a plus and
could be a differentiator.
TASHA: You can naturally group
communications by type of business.

www.ieci.org | November/December 2021 | Insights Magazine 87