Infrastructure Law Requires Marketing Response

The $1 trillion Infrastructure Investment and Jobs Act (H.R. 3684) was signed into law on November 15, 2021. The funding provided through this law will impact an entire ecosystem of domestic manufacturing industries, from contractors and their subcontractors to architects and designers, to machinery and industrial equipment companies, to the companies that create and install the materials for each bridge, tunnel, and road.

In addition, the law will add roughly 2 million jobs per year for American workers, and the initiatives are expected to last over the course of a decade, according to White House estimates.

Large industrial, engineering, and construction firms will benefit from this bill. As will many local small to midsize shops, construction companies, and technology firms.

Marketing and sales teams in manufacturing will likely want to make adjustments in how to present themselves to this new market. Now is the time to get started. Here are several areas that may need more attention.

Adjust Brand Messaging

You may want to change the emphasis of your content marketing messaging to demonstrate what your company is aligned with and which supports areas that are being funded.

In your on-page SEO and off-page paid search efforts you can focus on specific keywords related to the infrastructure law and its initiatives. Consider writing blog posts and white papers related to the infrastructure law and how your company, products, and services dovetail with the specific areas that will receive funding.

You can also create your own graphic element that identifies your company as a supporter of infrastructure projects and add it to your website along with other content.

Keep Current with Announcements

Stay on top of official announcements about new infrastructure projects. There will likely be a number of RFPs/RFIs you can participate in. Whoever is responsible for responding to requests—sales, engineering, marketing, or an interdisciplinary team—will need training to help differentiate their company by showing an understanding of the government’s requirements.

Plan New Campaigns

You might find you need to shift the focus of some marketing campaigns. There are services that could see an increase in demand due to infrastructure projects, so you will need to increase the visibility of these specific products. Combining fresh campaigns with optimized brand messaging can help you increase visibility, get noticed by new prospects, and generate opportunities.

You should also plan outreach for current customers who might benefit from infrastructure initiatives. This will remind them you are able to serve their growing needs.

Support New Partnerships

Many of the infrastructure initiatives will be large projects requiring coordination and participation among multiple firms. Company executives will likely be considering which joint ventures, partnerships, and even acquisitions might your company in a better position to secure infrastructure jobs.

Marketing plays a role in this because of the way your brand is viewed by others in the industry and government agencies. You may need to produce new content and advertise in new areas by partnering with firms that emphasize your company’s expertise.

Compete in the Labor Market

The labor market is already tight, so companies should be prepared to compete for talent. Marketing can help by optimizing company profiles on LinkedIn, Facebook, and other social and marketing channels. Show why you’re a coveted company to work for: how you use modern technology and processes, offer work/life balance, provide challenging opportunities, foster the right culture, and more.

Although the bill has only recently been signed into law, some infrastructure projects are shovel ready. Others will see development over the next few years. Get head now by putting messaging and processes in place to make sure you are discovered and competing for potential new business.

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