Although through-channel marketing (TCM) is typically associated with big brands, ambitious small business contractors can strategically borrow the approach to enhance their visibility and generate new leads on the path to growth.
Leverage Complementary Businesses
Through-channel marketing involves leveraging a network of partners, like suppliers and distributors, to do some of the heavy lifting behind selling products and services. As Nichole Gunn, Global Chief Marketing Officer at Extu explains, through-channel marketing can make a big difference:
For contractors, managing day-to-day operations, customer service, and project execution often leaves little room for marketing. However, staying visible and attracting new customers is crucial to business growth. One strategy that can help streamline marketing efforts is through-channel marketing (TCM), a method that allows contractors to access ready-made marketing materials from their suppliers or producers. TCM involves a collaboration between contractors and their suppliers. In a typical arrangement, contractors can access a range of marketing resources provided by suppliers—such as promotional materials, email templates, and social media posts. The goal is to make it easier for contractors to market their services and products without needing to create these materials themselves.
Contractors who develop through-channel marketing relationships find that the strategy can propel the business forward in ways that are both obvious and not so obvious. For example, through-channel marketing:
- Saves Time: With access to pre-made marketing materials, contractors don’t have to spend time creating content from the ground up. These ready-made resources can be personalized to reflect their services.
- Improved Credibility: Using professional-grade materials can improve a contractor’s credibility, as customers tend to trust companies that present themselves in a polished and consistent way.
- Access to Market Insights: Some TCM programs offer data on how well marketing materials perform, which can help contractors understand customer preferences and adjust strategies accordingly.
- Collaborative Growth: TCM programs allow contractors to align with suppliers in a way that benefits both parties. While contractors use these resources to attract customers, suppliers often gain broader exposure and better insights into what works in different markets.
Although TCM is typically associated with big brands, contractors running small businesses shouldn’t rule it out. Some may even have suppliers who’d be willing to consider TCM tactics. The possibilities don’t stop there, though. Consider identifying complementary businesses that serve the same customer niche but do not directly compete. Examples may include mortgage brokers, real estate agents, interior designers, moving companies, and even appliance stores. While thinking outside the box about opportunities to promote your business, just be careful to focus on opportunities that ring true to your brand identity–and don’t over-rely on any one marketing tactic.
Always Be Marketing
For a thriving and sustainable business, it’s essential to maintain a steady approach to warming up leads, communicating about accomplishments that make you proud, and keeping your business on the radar. Rather than spin into a flurry of effort when business hits a lull, construction business owners are wise to keep their marketing efforts continuously humming along. Experts point to the importance of steady attention to marketing and offer tips on the social media aspect of an overall marketing strategy At Construction Business Owner, Michael Monahan shares this perspective on aiming for an ongoing drumbeat of marketing activity:
Marketing encompasses a wide range of activities, from sending out press releases about a project ribbon-cutting to developing a brand positioning statement and clarifying your target audience … .In many ways, marketing activities build the foundation to support a healthy return on investment for paid advertising campaigns. Marketing alone cannot grow your business, but it will help. Marketing efforts can bring in leads for new projects, introduce you to project owners and differentiate you from your competitors. When business is good, your marketing efforts should be running in the background maintaining your brand recognition … .If there is a lull in business, turning up your marketing efforts can help you fill the gap. Relying on marketing only when you need new business is not an efficient or effective strategy. When you market your company well, everything becomes easier, including learning about bid opportunities, winning business, attracting and retaining talent, and connecting with investors.
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