Sometimes when I wake up early in the morning, before my girls start their day, and I'm having a cup of coffee, my mind likes to reflect. During those moments, I enjoy writing down my thoughts so I can share them, for whatever they're worth. Today, my thoughts turned to construction marketing (of course. It occupies my brain a lot, haha). In my personal experience over the last decade, I've seen how much it has changed.
It’s no longer just about showcasing what you build, it's about how you build, both projects and relationships. The essence of construction marketing today is much more dynamic, and rooted in authenticity, human connection, and culture. It’s about people, purpose, and the relationships that make work meaningful.
So here I am, sharing my thoughts with you today on Marketing in a blue-collar industry.
Building Relationships: The Heartbeat of Construction
I remember early in my career, riding along with the sales guys, visiting job sites, or the plant, and listening in on their phone calls. It was those calls with customers, and the connections with the workers on site that quickly made me realize that the most successful companies weren’t just the ones that delivered impressive projects or products—they were the ones that built strong, genuine relationships. It was with those sales folk that I learned the type of marketing professional I wanted to be, and how I wanted to do it. It has been a joy watching the industry fold into the same mindset in marketing. People first. That’s honestly the heart of our industry and always has been, in my opinion. It just hasn't always been communicated that way!
For those new to construction marketing, I can’t stress enough the importance of forging connections. Get out there, meet people, get your boots dirty, and listen.
You will learn more than you ever will reading about a project, or how materials are made. Ride along in a truck with a union driver, hand out water on a break with the concrete crew, spend time in the lab and get to know the QC manager, or sit with the plant operator and ask questions up in the load box (wearing your PPE of course).
Grab your hard hat, and vest and walk the sites. Learn about their experiences, and be invested in their stories, because their stories matter. Their stories are the heartbeat of the business you're trying to market. They are the ones building the projects, making the materials, and solving the customer's problems. Learn from them! Tell their stories.
This also means, spending time with your sales team. They’re your direct line to understanding customer needs and concerns.
Traditionally, construction marketing has focused on highlighting completed projects and technical skills. While these are crucial parts of a marketing strategy, they’re not the whole story any more. Today, clients, employees, and communities want to engage with companies that align with their values, genuinely care about their team, and strive to make a positive impact on the world around them.
So how do we do this?
Connecting Purpose to Practice
This is where Jeff Henderson’s book Know What You’re For deeply resonates with me. The book emphasizes the importance of being known for what you stand for. As I said before, and will continue to say throughout, in this industry, it’s about more than the projects—it’s about the people who build them, the communities they shape, and the lasting impact they leave. It’s about showing you’re not just in the business of construction; you’re in the business of making a difference.
Recently, I had the honor to work with a client who wanted to elevate their brand. They are a well-established business, with a good online presence, but wanted to build stronger content that would resonate with their target audience. We started by identifying what they were truly for. This led us to develop content pillars aligned with their brand values: Education, Community, Safety, and Culture. These pillars became the foundation of our marketing strategy, guiding every post, story, and campaign.
For instance, under the Education pillar, we shared insights from team members on best practices in safety and innovation. We've also been utilizing platforms in short-form content to educate about the different positions in this field to attract and inspire a new generation of blue-collar.
For Community, we highlighted local projects that brought people together or contributed to the neighborhood’s growth. We worked directly with the Village to rally around the projects and the people building them to lessen the complaints and connect people by humanizing the construction happening around them.
Through Culture, we shared behind-the-scenes moments, and we've also added a bit of humor into the mix! We use humor to celebrate the camaraderie and diversity of the workplace. Nothing brings a team closer together, blue-collar or otherwise, than making time for a little bit of "play." (Ever heard of the saying, "All work and no play makes Johnny a dull boy?")
This approach created engagement and helped to empower employees to take part in the company's brand story. It wasn’t just about making people laugh; it was about showing that they're a company where people enjoy what they do and feel a sense of belonging.
Social Media: Bringing Purpose to Life
Social media has been a game-changer in bringing these values to life. It’s more than just a platform to showcase projects—it’s a space to tell stories and connect authentically with your audience. By sharing stories of team members, celebrating their achievements, and acknowledging their hard work, you humanize your brand and build deeper, more meaningful relationships.
Take, for example, employee spotlights. While just listing their roles or years of service is fine, consider sharing their stories, hobbies, and why they love what they do. How did they get here? What is their favorite part of the job? Why? What could make it better? I found that listening, asking questions, and wanting to know on a deeper level make a difference. This approach not only recognizes an employee's contributions but also gives a face and a story to your brand.
It shows potential clients and future employees the caliber of people who make up the team and demonstrates that you value each individual.
Social media also gives us opportunities to showcase the impactful projects we're working on—and the great thing is, all of them are! A water main installation isn't just a technical achievement; it's about helping a community gain access to clean water. A paving project in a neighborhood is more than just laying asphalt; it creates safer roads for the traveling public and adds value to people's homes.
Tell me about an infrastructure project that doesn't make an impact.
There's your marketing takeaway, my friends. Every project is an opportunity to connect with your community and show that you’re building something meaningful.
Employees: Your Greatest Brand Ambassadors
Purpose-driven marketing isn’t just a buzzword either. It’s essential to create a brand that people trust and connect with. Your employees are your best brand ambassadors, both online and in the field. By encouraging them to share their stories, we can amplify your brand’s message in a way that’s authentic and engaging.
Their voices help build trust and credibility, showcasing that your brand isn’t just a name, it’s a team of passionate people dedicated to making a difference. It just so happens, that team builds the best damn infrastructure, EVER. Just kidding, not really, but you get where I'm going with this.
A Personal Journey: The Impact of Purpose-Driven Marketing
Working with people to build a brand around the principle "Know What You're For" was transformative, not just for them but for me as a brand builder.
By aligning marketing strategies with a company's true purpose, we didn’t just elevate their brands; we redefined how they connected with their community, clients, and employees. This shift didn’t just result in more engagement or a stronger online presence; it fostered a deeper sense of belonging and pride within their team and a more meaningful relationship with their clients.
For me, that journey was a powerful reminder of why I love what I do, and why I love sharing these reflections. A lot of my marketing network loves to continue to pick my brain and get a sense of, "Where does all that come from, Kat?!" I know I'm semi-retired, but all of this is still living in my head, rent-free.
When we focus on what a company stands for and highlight the people who bring that vision to life, we create brands that go beyond just business, they become movements that inspire loyalty, trust, and a shared purpose.
Looking Ahead: Building a Future Together
As the construction industry continues to evolve, so must our marketing approach. We must stay true to our purpose, be authentic in our storytelling, and remember that at the core of everything we build are the people and communities we serve.
By embracing these principles, we can create a future for the construction industry that celebrates not just the infrastructures being built but the relationships and values that truly matter.
Thank you for joining me on this morning's thought journey. Let’s continue to build together—through purpose, people, and the relationships that make it all worthwhile. <3
Your friend,
Kat
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