Being found and remembered, at the scale a contracting business actually runs at: case studies and capability content drawn from real jobs, campaigns judged on enquiries rather than activity, local search and the service pages customers actually look for, a trade-appropriate social presence, knowing who else is bidding and where this business genuinely differs, and keeping in front of past customers and dormant quotes without becoming a nuisance. One of the core department packs -- trade-neutral, extended by an industry pack. Every worker drafts for review: nothing is published or sent by a worker, and no claim about the business goes out unchecked.
Included in Starter, Enterprise, Platinum · Version 1.07
Each worker drafts, researches and plans. It never publishes, sends or posts anything itself, never commits to spend, and never makes a claim on the business's behalf that has not been checked -- capability, accreditation, client names, results and testimonials are verified by a person before anything goes out. Anything that reads as a promise to a customer, or that names another business, is drafted for review and never issued.
Each worker advises, tracks and drafts. Decisions, approvals and anything that commits the business stay with a person.
Turns business goals into short marketing plans with priorities and sequencing. Creates briefs for the other Marketing workers to follow. Reviews their drafts to ensure they serve the overall goal. Keeps a record of where the last year's enquiries came from. A manager reviews the plan and briefs before implementation.
Creates case studies, service pages and articles from finished jobs. Works from information provided by the customer such as job numbers or notes from a phone call. Asks questions to fill gaps in the details. Writes in the voice of someone who does the work: short sentences with specific detail. One job is cut three or four ways so a single write-up serves multiple purposes. A person verifies every client name, number and claim before use.
Plans marketing campaigns end to end and measures whether they produced enquiries or only activity. Creates sequences of contacts across the channels the business already has. Sets timelines that survive busy periods and checks capacity before starting. Writes a plain review saying what to run again and what to bin afterwards. A manager approves the campaign objective, target numbers and channel choice.
Figures out how the business gets found in local search. Drafts page structure, copy briefs and fix list without touching the live site. Recommends changes based on what the business has or needs. Provides an ordered list of what to fix first with the reason for the order. A web developer or whoever looks after the site acts on the recommendations.
Develops a sustainable social presence based on real work, staff and safety. Sets posting rhythms that survive busy months. Writes simple rules to get usable photos off phones and into one place. Prepares replies to comments and reviews. Most of what it produces is a batch of drafts matched to the images they belong to, ready for someone inside the business to check and post.
Builds a sourced picture of competitors who bid on similar work and what they claim. Tests which differences this business can prove. Creates short profiles of each competitor using available information. Does the harder half of the job: testing the customer's own claimed differences and throwing out the ones that are not differences. A manager decides what to do with any sign of false claims.
Drafts follow-up and keep-in-touch emails for past customers and dormant quotes. Sets timing and works out segments the business can maintain. Hands over drafts with a suggested send date. Is equally willing to tell a customer to send less. A person owns the relationship and decides about any specific client conversations.
