How To Create an Effective Construction Marketing Plan
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What is a Construction Marketing Plan?
A construction company marketing plan is a written document that outlines the specific actions you’ll take to achieve your marketing goals. It contains information about your target audience, positioning, and marketing messages, as well as your overall communications strategy.
A thoughtful marketing plan should be designed to support your overall business strategy and initial marketing objective. It should be updated regularly as your business changes and grows.
Your construction marketing plan should be built around your unique selling proposition (USP), which is the one thing that sets you apart from other constructions in your market. From there, you’ll need to develop targeted campaigns, create compelling offers, and craft a promotions strategy that will reach your ideal customers.
Once you have all of the pieces in place, you’ll need to track your progress and adjust your plan accordingly. The best way to do this is to set measurable goals, establish key performance indicators, and determine how you will track your marketing efforts.
Why You Need a Construction Marketing Plan
There are many reasons why you need a marketing plan for your construction. First and foremost, a well-crafted marketing plan will help you focus your limited resources on the most effective marketing activities. Without a plan, you’ll likely end up wasting time and money on ineffective marketing tactics.
Second, a construction marketing plan can help you track your progress and see whether or not you’re on track to achieve your goals. This is important because it allows you to make changes to your plan as needed.
Finally, a robust marketing plan can be a valuable tool for communicating your construction’s marketing strategy to your team. By having a written plan, you can ensure that everyone on your team is on the same page and working toward the same objectives.
Marketing Plan Basics
A typical marketing plan includes the following components:
Target market segments, unique selling proposition (usp), pricing and positioning strategy, marketing materials, promotions strategy, digital marketing plan, conversion, referral, and retention strategy, financial projections, how to write a construction marketing plan.
Use the following construction marketing plan template, guide, and examples to write your own marketing plan.
Although the first section of your construction marketing plan, it should be the final section of your marketing plan that is written.
In two or three pages, summarize all of the information you have presented in the other sections and include a summary version of any graphs or charts you have included.
You should also include your marketing goals, objectives, and success metrics for the first year of operations.
Begin by dividing your potential customers into segments based on their demographics, geography, lifestyle, behavior, or any other factors that are relevant to your construction. Be sure to explain how you determined these target market segments.
For example, you might segment your customers by:
- Family size and composition
- Behavioral factors
Once you have identified your market segments, you’ll need to create profiles for each one. These profiles should include information about their needs, wants, and values. They should also include information about their buying habits and preferences.
You can use this information to develop targeted campaigns that will appeal to each segment.
Your USP is the one thing that sets you apart from other construction companies in your market. It’s what makes you unique and it’s what will make customers want to visit your construction over others.
Be sure to clearly define your USP and include it in your plan. You’ll need to use it as a guiding force when developing your marketing strategy and campaigns.
To develop your USP, start by identifying your unique strengths. What makes you different from other construction companies? What do you do better than anyone else? What can you offer that nobody else can?
Once you’ve identified your strengths, focus on translating your competitive advantage into benefits that will appeal to your target audience. How will your competitive advantage make your customers’ lives better? How will they make their jobs easier?
Once you’ve identified your strengths, use them to develop a USP that is clear, concise, compelling, and communicated through your website, marketing materials, and offers.
For example, “The construction company with the fastest completion times in the market.”
Your pricing and positioning strategy will be determined by many factors, including your target market, USP, and the overall goals of your marketing plan.
When setting your prices, be sure to consider your target market’s ability to pay. You want to position yourself in a way that allows you to compete against other nearby construction companies in your market. You want a pricing strategy that will be profitable for your construction and competitive in your market.
Your positioning strategy will determine how you communicate your USP to your target audience. It will also determine the overall tone and approach of your marketing campaigns.
Be sure to clearly define your pricing and positioning strategy in your plan. Include information on how you determined your prices and how you will position yourself in the market.
For example, will you be the low-cost leader or the premium construction business?
Your offers are the incentives that you’ll use to get potential customers to take action. They can be in the form of coupons, discounts, freebies, or anything else that will motivate your target market to visit your construction.
When developing your offers, be sure to keep your target market and USP in mind. Your offers should be relevant to your target market and they should tie into your USP. They should also be appealing enough to get potential customers to take action.
Your offers should be aligned with your overall strategy. They should be developed to appeal to your target market and support your USP.
Be sure to include information on your offers in your plan. Explain how they support your marketing strategy and what you expect them to achieve.
For example, “10% off your first project of $500 or more.”
Your marketing materials are the tools that you’ll use to reach your target market and deliver your message. They can include your website, brochures, flyers, business cards, and anything else that you use to communicate with potential customers.
When developing your marketing materials, be sure to keep your target market and USP in mind. Your materials should be relevant to your target market and they should tie into your USP. They should also be appealing enough to get potential customers to take notice.
Your marketing materials should be aligned with your overall strategy. They should be developed to appeal to your target market and support your USP.
Be sure to include information on your marketing materials in your plan. Explain how they support your marketing strategy and what you expect them to achieve.
You should also include samples of your marketing materials. This will give readers a clear idea of what your materials look like and how they support your overall construction marketing strategy.
Your promotional strategies are how you will promote your products and services to your target market. It should include information about the types of promotions you’ll use, the marketing channels you’ll use to reach your target market, and the timing of your promotions.
As a construction business, you’ll likely use a marketing mix of channels to promote your products and services. You’ll also want to consider the timing of your promotions. For example, you may want to offer discounts during the slow season or run a grand opening promotion when you first open your business.
Your promotional strategy should be aligned with your overall marketing strategy. It should support your USP and be designed to reach your target market.
Be sure to include information on your promotional strategy in your plan. Explain how it supports your overall marketing strategy and what you expect it to achieve.
For example, “We will promote our new construction business with a grand opening celebration. This event will include a ribbon-cutting ceremony, tours of our facility, and refreshments. We will invite the media and local dignitaries to attend.”
Your digital marketing plan outlines how you will use digital channels to reach your target market. It should include information about your website, social media, email marketing, and any other online marketing tactics you’ll use.
Your digital plan should be designed to support your overall marketing strategy. It should be tailored to reach your target market where they are spending their time online.
For example, if you’re targeting homeowners, you’ll want to focus on channels like Facebook, Instagram, and Pinterest. If you’re targeting businesses, you’ll want to focus on channels like LinkedIn and Twitter.
Be sure to include information on your digital marketing and social media strategy in your plan. Explain how it supports your overall marketing strategy and what you expect it to achieve.
For example, “Our plan is designed to reach homeowners who are researching their options for remodeling their homes. We will use a mix of paid and organic tactics to reach our target market. Our goal is to generate leads from our website and social media channels.”
If social media is a large part of your digital marketing strategy, be sure to include detailed information on your social media marketing strategy for each platform you plan to use. Explain how you will use each platform to reach your target market and what you hope to achieve.
Your conversion, referral, and retention strategy outlines how you will turn prospects into customers and keep them coming back for more. It should include information about your sales process, referral program, and customer retention strategy.
As a construction business, you’ll likely use a mix of online and offline channels to generate leads and close sales. You’ll also want to have a solid referral program in place to encourage customers to refer you to their friends and family. Finally, you’ll want to focus on retaining your customers by providing excellent customer service.
Be sure to include information on your conversion, referral, and retention strategy in your construction company’s marketing plan. Explain how it supports your overall strategy and what you expect it to achieve.
For example, “We will generate leads through our website and social media channels. We will follow up with leads via email and phone. Once a lead is qualified, we will set up an appointment for a sales consultation. We expect to close 10% of sales consultations.”
Include information on your customer referral program. Explain how it works and what you hope to achieve.
Your financial projections outline the expected revenue and expenses for your construction business. They should be based on your marketing strategy, target market, and other factors.
Be sure to include financial projections in your marketing plan. Explain how they were developed and what you expect them to achieve.
For example, “We expect to generate $200,000 in revenue in our first year. Our expenses will total $150,000, resulting in a profit of $50,000.”
7 Construction Marketing Strategies
For most construction companies, a mix of marketing tactics will be the most effective way to reach their target market. The following are some common construction marketing initiatives:
- Social media marketing : Use social media channels to connect with your target market and promote your construction business. There are multiple platforms like Facebook, Instagram, and Twitter are great for sharing photos, updates, and special offers.
- Paid advertising : Use paid advertising to reach your target market on various channels, including search engines, social media, and websites.
- Email marketing : Use email to stay in touch with your customers and promote your construction services. Send newsletters, coupons, and special offers to your email list.
- Promotions : Run promotions and discounts to attract new customers and keep existing ones coming back.
- Content marketing : Use blog posts, infographics, and other types of content to educate your target market about your construction company.
- Referral program : Encourage your customers to refer you to their friends and family with a referral program. Offer discounts or other incentives for each successful referral.
- Customer testimonials : Share customer testimonials on your website and social media channels to build trust with your target market.
- Events : Attend or sponsor local events to increase brand awareness in front of potential customers.
- Offline marketing : Use traditional offline marketing tactics to reach your target market. Place ads in local publications or distribute flyers in high-traffic areas.
- Public relations : Generate positive press for your construction company with public relations campaigns. You can pitch stories to local media outlets or hold a press event.
- Word of mouth : Encourage customers to spread the word about your construction company with word-of-mouth marketing. Offer incentives for customers who refer you to their friends and family.
These are just a few examples of construction marketing strategies. A great construction marketing strategy will be one that is tailored to your specific business and target market.
Sample Marketing Plan for a Construction Company
Example – blueprint construction.
Blueprint Construction is a full-service construction company that specializes in residential and commercial projects. We have been in business for 10 years and have a team of experienced professionals.
We are looking to grow our business by expanding our marketing efforts. Our goal is to increase our customer base and generate more leads through our website and social media channels.
To achieve our goals, we will use a mix of marketing tactics, including paid advertising, content marketing, and email marketing. We will also participate in local events and sponsor community initiatives.
Our target market is homeowners and businesses in the Greater Chicago area. We will focus our marketing efforts on this region.
We expect to generate $200,000 in revenue in our first year. Our expenses will total $150,000, resulting in a profit of $50,000.
The target market segments for Blueprint Construction are as follows:
Homeowners : Homeowners make up the majority of our customer base. We target homeowners who are interested in new construction, remodeling, or additions.
- Location : Chicago and surrounding suburbs
- Income : $50,000-$250,000
- Age : 25-54
- Home value : $200,000-$2,000,000
Homebuilders : We also work with homebuilders who need a reliable construction partner. We have experience working on both small and large-scale projects.
- Build type : Single-family homes, condos, townhomes
- Project size : Small to medium
Commercial developers : We have experience working on small commercial projects. We are a reliable partner for developers who need construction services.
- Build type : Small office buildings, retail stores, restaurants
Commercial Property Owners : We have experience working on commercial projects, such as office buildings and retail stores.
- Build type : Office buildings, retail stores, restaurants
Real Estate Developers : Real estate developers are another important target market for Blueprint Construction. We have experience working on both residential and commercial development projects.
- Build type : Single-family homes, condos, townhomes, office buildings, retail stores
- Project size : Small to large
Blueprint Construction is a reliable and trustworthy construction partner for homeowners, homebuilders, commercial developers, and real estate developers in the Chicago area.
The competitors in our market are mostly small, family-owned businesses. We are one of the few companies that offer a full range of construction services, from design to completion.
We have a team of experienced professionals who are dedicated to providing the best possible service to our clients. We employ modern construction technology, and we take pride in our work and stand behind our projects.
We have a proven track record of successfully completing projects on time and on budget. Our team of experienced professionals is dedicated to providing the highest quality workmanship and customer service.
“Trusted construction partner for homeowners, homebuilders, commercial developers, and real estate developers in the Chicago area.”
Blueprint Construction is a mid-priced construction company. We offer competitive pricing without compromising on quality or service. Our goal is to be the premier choice for construction services in the Chicago area.
Blueprint Construction is headquartered in Chicago, Illinois. We serve customers in the Chicago metropolitan area.
Offers and Incentives
Blueprint Construction offers a free consultation to all potential customers. We also offer a 10% discount on all projects over $100,000.
The marketing materials for Blueprint Construction include the following:
- Website : Our website is the main source of information about our company and our services. It includes a project gallery, testimonials, and contact information.
- Brochure : Our brochure provides an overview of our company and our services. It includes photos of our recent projects and testimonials from satisfied customers.
- Business cards : Our business cards include our company logo and contact information.
- Sales deck : Our sales deck is a PowerPoint presentation that we use to pitch our services to potential customers. It includes photos of our recent projects, testimonials, and an overview of our company.
- Media kit : Our media kit is a package of information that we provide to journalists and other members of the media. It includes our company history, press releases, and a list of our recent projects.
Blueprint Construction will use a combination of online and offline marketing tactics to promote our company and our services.
Online marketing tactics:
- SEO efforts : We will optimize our website for relevant keywords to ensure that our site appears high in search engine results.
- Pay-per-click advertising : We will run targeted ad campaigns on Google, Bing, and other search engines.
- Video marketing : We will create promotional videos about our company and our services and post them on our website and on social media.
- Social media marketing : We will create and maintain active social media profiles on Facebook, Twitter, LinkedIn, and Instagram. We will use these platforms to share news about our company and our projects, engage with potential customers, and build relationships with construction industry influencers.
Offline marketing tactics:
- Direct mail : We will send promotional materials to homeowners, homebuilders, commercial developers, and real estate developers in the Chicago area.
- Trade shows and events : We will exhibit at relevant trade shows and events in the Chicago area.
- Media relations : We will pitch story ideas to journalists and members of the media.
The digital marketing plan for Blueprint Construction includes the following tactics:
- SEO : We will optimize our website for relevant keywords to ensure that our site appears high in search engine results.
- Social media marketing : We will create and maintain active social media profiles on Facebook, Twitter, LinkedIn, and Instagram. We will use these platforms to share news about our company and our projects, engage with potential customers, and build relationships with industry influencers.
- Inbound marketing : We will use content marketing, lead nurturing, and other inbound marketing tactics to attract potential customers to our website and convert them into leads.
- Analytics : We will track our website traffic, leads, and sales using Google Analytics and other tools. We will use this data to improve our marketing campaigns and measure our return on investment.
The Blueprint Construction Company will focus on conversion, referral, and retention strategy to increase sales.
- Conversion : The company will offer a 10% discount on all projects over $500 to new customers in order to increase the number of leads that convert into paying customers.
- Referral : The company will offer a $50 gift card to existing customers for each new customer they refer.
- Retention : The company will send monthly e-newsletters to past customers with information about new projects, special offers, and company news in order to keep them engaged with the company.
The Blueprint Construction Company projects that we will generate $2 million in sales in our first year of business. Our gross margin is projected to be 30%, and our marketing budget is $10,000 per month.
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20 Proven Methods to Market a Construction Business
by: Gabriel Perez
Every construction business exists because of 1 thing.
And revenue is the result of a powerful sales process and proven marketing tactics.
So here are 20 battle-tested ways to market a construction business that will lead you to more success for your construction company .
As a side a note: we specialize in estimating projects for busy contractors . If you ever need help estimating projects, we can prepare your entire estimate and bid for you and we can walk you through all strategies to help you close. Learn more about our estimating service for Contractors and Subcontractors .
1. Craft a Direct Message to Your Ideal Client
To start, it’s important to understand who your target audience is and how to craft an overall message that will reach them.
Let’s chop it up into 3 steps:
- Define your target audience
- Craft a message for them
- Make sure they see the message
Define Your Target Audience
What trades do you specialize in? Are you a one-man GC? Are you a drywall company with 10 people in your office? Do you usually work in residential or commercial?
Answer those questions and figure your own organization out first. Next, paint a picture on who your dream client is. How old are they? How big is their company?
Get as specific as possible. Once you have your dream client in mind, you have your target audience. A target audience is a collection of your dream clients .
Craft a Message for Your Target Audience
So now you have your target audience, and the next step is to tap into their desires and speak to them.
What does your dream client want? What do they want to hear? What do they struggle with almost every single day? Once you know the answers to all those questions and ones similar, you have all the fuel you need to craft a message.
“Crafting a message for an audience” is more than just what to write in a promo flyer. It’s your entire brand. It’s what you’re all about.
Let’s illustrate an example so you can better understand.
You’re a GC trying to do big commercial jobs in the city. After speaking with developers in your area you start to realize that the biggest problem they deal with is GCs not having budgetary pricing without final drawings. Armed with this info, you set up some Facebook ads targeting developers and people working in real estate development companies and you give a sales pitch on how much better you could estimate projects.
That’s a message for a specific audience.
Make Sure They Get the Message
Once you create the message you need to make sure your target audience receives it. To make sure of this you first need to see where their attention is. Most contractors briefly check their phone on the job site occasionally, and they’re mostly on email or Facebook. Because of this, if you want to target contractors it makes sense to target them on Facebook and Email.
See what has their attention and make a presence there.
2. Build a Content Creation Team
The business world is evolving very rapidly into a dynamic where the people who succeed are the ones putting the most content out into the world and occupying people’s attention.
As a construction business, it’s essential you create and distribute content to attract attention. In other words, you must create and post a lot of content on the internet so you can get a reputation that encourages people to view you as the go-to contractor.
Unless you’re an experienced content creator, it’d be wise to hire a team or to outsource the task entirely. If you’re going to keep it in-house you’re going to need these 4 roles :
- Written word person (Editorial Management)
- Math person (Data Analyst/Strategist)
- Video person (Video Content)
- Art person (Designer)
Keep in mind these don’t have to be 4 different people, it can be 1 person satisfying all 4 roles, 2 people with 2 roles each. As long as all 4 roles are satisfied.
If you don’t really understand anything above, then it’s a good sign you should probably hire a marketing agency to help you out. Check out #12 on this article about social media for home builders for help on how to hire one.
3. Post Content on Facebook
Once you have your team, agency, or yourself situated and ready to start producing content, it’s time to go hard on the platforms your potential clients are on.
According to the Pew Research Center, 69% of U.S. adults use Facebook, and many of those are contractors and homeowners who can potentially be people that give you work, so it only makes sense to attack your marketing on this platform.
Make a list of the different types of content you want to post, this will be your guide to having a solid, predictable brand that people can expect, and also not having to think so hard on what to post. This is called a content type planner .
An example content type planner for a construction company could be:
- Video’s giving advice to other contractors/homeowners
- Quotes from videos
- Examples of finished work
- Videos of projects being worked on
This is entirely personal and up to you, but the above content type planner should give you a head start on thinking of what to post.
4. Post Content on Instagram
Just like with the content type planner above, you’re going to want to make something similar for Instagram, if not the same thing.
Once you have a planner detailing all the different types of content that you’re going to publish, it’s time to execute and put stuff out to the world.
Remember that if you’re having trouble with social media, don’t be afraid to hire a team or to outsource social media management to an agency. It may be pricy, but the brand it will build will be worth it.
5. Post Content on LinkedIn
If you’re a commercial contractor, LinkedIn should be the platform you’re going the hardest at. There’s great organic reach on the platform which means that if you post things consistently there’s a great chance a lot of people are going to see it.
Most people who have never used social media for their business tense up when it’s mentioned, they don’t know how to make their way into the community or how to get started. Our advice is to just start .
Make a list of ideas for posts and just start posting, as you get more experience it will flow more easily to you. If you don’t have the time to attack your content creating, hire people to do it for you. Invest in your brand and reap the benefits for years to come.
6. Hire an Estimating Firm
Most contractors work 60+ hours a week. They just don’t have the time to focus on marketing and branding.
Truthfully, if you want to grow your construction business , you’ll need to be the head of sales at your company and delegate everything else.
One of the biggest thing’s contractors have in the way of freeing up their time is the estimating and bidding process in order to win jobs. They don’t have the time to be in the office and measure takeoffs and price everything. We know this, that’s why we offer an estimating service that completely takes it off your hands so you can focus on what really matters for your business,
7. Attract Leads with a Lead Magnet
This can almost instantly blow up a construction business, especially if you work mostly in the residential sector.
A lead magnet is a free offer for something that collects contact information to eventually sell your services.
For example, a painting contractor who mainly works on residential remodeling jobs may offer a special video training “How to Remodel Your Home on a Budget”, that people can see only after they’ve given away their email address.
That’s a very simple and effective way to collect emails.
8. Promote Content through Weekly Email
Once you have a list of emails from your lead magnet, or you have a list from a paid lead generation service, it’s time to elevate your brand.
Get the content you’ve been posting on social media and promote it on your email to get more attention and build more legitimacy for your company.
This can be as simple as attaching the link to your LinkedIn along with a compelling reason why people should check out your page.
The main reason for this is to consistently get in front of your potential client and give real value and establish authority so that when the time comes and they have a project for you, they’ll give you a call.
9. Send Sales Pitches through Email
Whether you just collected a prospect’s email or have a list of emails in your database already, it helps to occasionally offer your help.
Just a simple “Hey John, have any projects you need some help on?” can generate a lot of interest in your company.
Plus, the genuine approach to trying to get projects gives you a solid reputation as a dependable, reliable contractor.
That reputation gives a massive boost to all your marketing and sales efforts.
10. Set Up Email Sequence for Potential Clients
When someone opts-in for your lead magnet, the next step is for them to get a strategic set of emails that all serve the purpose of furthering your relationship with the client so they can know, like, and trust you.
Here’s what that can look like for a home builder appealing to newly married couples :
Email #1 – Give video detailing what to expect in the home buying process.
Email #2 – Detail how to save money when buying a home
Email #3 – Invite to check out your social media page
Email #4 – Sales pitch
That’s just an example, but it’s to introduce a concept that might be foreign to you.
Just in case you need it, here’s some more info on how to make more money as a home builder .
11. Visit Your S12C Once a Month
A Select 12 Cluster (S12C) is a strategy where you create a list of your 12 dream clients and you focus most of your effort into developing relationships with them and working with them on projects.
It’s a strategy that brings a predictable and steady stream of projects to you and your organization.
To market your construction business better, it would definitely pay to invest some time to visit everyone in your S12C list at least once or twice a month.
12. Ask for Referrals
This one is very simple, after you complete a project that you know you did a good job on, don’t shy away from asking if they know a developer or GC who has some projects they’re fixing to work on.
Sometimes the action of simply asking for extra work could lead to amazing opportunities you would’ve missed out on if you’d have never inquired about it.
13. Go All-in on Local SEO
Local SEO is what happens when you look up something location-specific on Google.
As you can imagine, being on that list would get you a lot of exposure and bring a lot of legitimacy to your company.
Without getting too technical, the main thing you need to be ranked up there is for Google to approve of your page and consider you a better website than the competition.
The way to make that happen is by getting people to vouch for your website and add links to it on their website. So in other words, the website with more links to it gets ranked higher on Google.
Of course, there are a million other things to it, but that’s all you really need to know because the easiest way you can rank higher for Local SEO is by hiring experts on freelance sites like Fiverr or Upwork. Just a quick search of “local SEO services” will give you a huge list of people itchy to help you for more than affordable prices.
14. Invest in Lead Generation Services
One of the best, if not the best, ways to predictably get leads to your construction business is by investing in services that specialize in exactly that.
Sites like Bluebook and iSqft are known to be able to get any construction company off the ground and introducing them to potential clients in their area.
Here’s more info on the top 5 lead generation sites , in case you’re interested.
15. Call Past Clients on a Specific Schedule
Keep a database of all your past clients you’ve ever worked with and give them a follow up email a couple weeks or months after the project is over, asking how they’re doing and if they have any other projects they’d be interested in collaborating on.
You’d be surprised how many contractors can secure more work just from following up with past clients and showing how much they genuinely care about their company.
Plus, this establishes a relationship in the industry where you can position yourself as the go-to for a contractor in your area, which is a win-win for both parties.
That’s the real prize here.
16. Build an Advertising Team
The goal of marketing a construction business is having a lot of attention on your brand, and then having a powerful brand that inspires people to come to you for work.
Having content on the Internet helps that goal come to life, but it isn’t enough.
Everyone that would be interested in engaging with your content should receive ads that invite them to see your content and eventually hire you for your services.
Similar to content creation, you can either build a team, do it yourself, or hire an advertising agency to handle it for you.
If you wish to build an advertising team , here’s who you’ll need:
- Online Campaign Manager
- Creative Director
An online campaign manager is in charge of the paid advertising management, they oversee the social media advertising backend and they also handle the copywriting and video scripts for ads.
The creative director oversees the designing of the advertisements or the videos and decides the overall direction of the company brand.
If you want to go full-scale attack mode and scale your marketing efforts fast, then hire an advertising and content creation team. However, it’s recommended you hire an agency to help you so it’s not as heavy on your schedule and you don’t have as much overhead.
There are pros and cons with either route, but in the end, it’s your call.
17. Run Advertising on Facebook (Residential)
For contracting businesses focused primarily on residential projects, get your advertising team or your hired marketing agency on the phone and plan out an advertising campaign on Facebook. Eventually, they’ll probably conclude that you need a sales funnel.
A funnel is a sequence of ads to encourage a specific outcome.
There are many other businesses out there running complex, long funnels but for residential contractors, it’s best to use a simple 2-step sequence of ads:
- The first ad to offer a lead magnet in exchange for contact info
- And then the 2nd ad is a follow-up with a sales pitch to everyone interested in your services.
These ads are followed up with quality emails once every week so you’re always in front of potential clients.
18. Run Advertising on LinkedIn (Commercial)
In the commercial sector, you’re going to be marketing to other contractors, developers, and architects. And if there’s any social media platform that can give you a huge chunk of business, it’s LinkedIn.
This is the platform to constantly be networking with other construction professionals and posting valuable content to give yourself more authority and make your company stand out. That’s what we addressed in #5 on this list.
But if you want to get even more exposure, I recommend taking your best content and making it an ad targeting everyone in the construction industry in your area. The goal is to have content on the platform and then take specific posts to promote as an invitation to see the rest of your content.
The “value-in-advance” approach can take multiple forms, but when it comes to LinkedIn it’s all about giving the best advice and having a great reputation around that.
The truth that many smaller contractors don’t really understand is that simply having content on social media can lead to winning many more bids because it makes your company appear to be more professional and legitimate.
19. Create an Authoritative Website
Having a well-designed website is such an underrated aspect of having a business. A website is one of the core pieces of your marketing.
Don’t be afraid to invest in web designers to give you a great website so you can appear more legitimate and professional. A great website and some local SEO (see tip #13) can result in a lot of business.
20. Build an Audience on Social Media
This is very simple but definitely not to be overlooked.
If you follow the methods in this article, you’ll likely be posting some content soon, but without an audience, you’re probably not going to get anywhere.
If you’re on LinkedIn (which you should be), I recommend doing some heavy networking.
Go on LinkedIn and click on the search bar near the top of the screen.
Click on people, then on “All Filters”. You should get this screen if you’re on a computer.
And this one if you’re on your phone.
Then, just adjust it to show people in your area, people in the construction industry, and whatever else you prefer.
Next, just go through the long list of profiles and connect with people you’re interested in working with in the future.
IMPORTANT : Be careful you don’t invite too many people so soon; LinkedIn penalizes you if you connect with too many people without warming up your account. 25-30 people a day is a good start .
You can do similar strategies on Instagram and Facebook as well. The goal is to build a positive network of people who will genuinely engage with your content.
This is a modern approach to marketing a construction business, there are many other methods and strategies out there, but these are the most standout, battle-tested methods that can bring any construction business from a 1-man company to needing an entire office floor to accommodate all employees.
I hope you got some great value in this piece! Feel free to comment below your biggest takeaway.
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How to Build a Construction Marketing Plan
- Marketing , Sales Tips
- Marissa Heymeyer
- August 31, 2021
You know what it takes to build but now it’s the time to build something else — a construction marketing plan to help your business grow.
Improve Sales: Construction Marketing Plan
One of the most important to-dos in setting up your construction business for success is creating a great marketing plan. At the end of the day you want your efforts to build a full sales pipeline.
Like in any industry, a marketing strategy gets what you offer in front of the right people – your target market. Do it right and your efforts will help your customers understand why your services are better and different from the competition.
Creating a construction marketing plan is more than just advertising. Yes, advertising is a part of the puzzle but it’s really just a piece. All parts of your marketing plan need to work into a larger strategy. Each of these pieces depends on the other for success. Remember, true success is building that full
For those unfamiliar with any marketing, building a marketing plan seems daunting. However, it really isn’t. It just takes some thought, coordination and a will to get tasks done. Mostly, it’s about thinking about the wants and needs of your perfect customer.
Building a construction marketing plan
Have you determined your goals and objectives, do you understand your target market and target persona.
Next, figure out those target personas.
What is a persona exactly? Understanding your target market goes hand in hand with defining your most likely buyers. Target personas will be different for the sectors you work in.
Here’s a bit of background. Marketers need to figure out who their buyer personas are. They are generalized, fictional characters that are a pretty accurate representation of ideal customers who need or want your product or service. In the construction industry, you’ll want to create these personas considering company titles, goals, concerns, questions, and challenges. Maybe you want to sell to architects. Perhaps you want to market to commercial builders. Understanding your target persona will make your efforts that much easier.
Once you figure out those important personas, you can delve into understanding your target market and capturing those leads. For example, if you are an electrical subcontractor, your target persona would be general contractors that belong to the National Electrical Contractors Association (NECA) . Maybe you work with facility managers. Then you’d search for contacts affiliated with associations such as the Building Owners and Managers Association (BOMA) . Or perhaps your client base is in the transportation and logistics field. Then, you’d target the Logistics and Transportation Association of North America . The list goes on!
Did you conduct market research?
Any marketing specialist will tell you that research is the backbone of any marketing plan. Start out by doing a SWOT analysis of your construction business: strengths, weaknesses, opportunities, and threats. Take a deep dive or a strategic analysis into things that may impact your business – from both an internal and external perspective. By knowing the market your business runs in, you can better plan any marketing strategy.
SWOT is basically a look into internal and external factors that can play a role in decisions you make about your construction business. Strengths and weaknesses are an internal look because you need to figure out what your company does well and what needs to get better. It comes down to focusing on the current situation. Looking at threats and opportunities is about the external environment and focuses on what can happen in the future.
For example, your business might want to delve into the industrial sector which might need more funds and a sector that may mean slower returns. Growth for you may mean you should focus on faster growth opportunities and in the end that is where your marketing strategy should primarily focus.
Did you determine your marketing budget?
What’s too little or too much to spend on your marketing plan? The truth of the matter is that marketing budgets will always vary. That’s because a construction company’s target audience is dependent on unique needs and goals. Your marketing strategy, just like any construction project, must be monitored, adjusted and adapted to ever-changing business environments.
Jot down the numbers that revolve around people and resources to get the job done. Consider if you need:
- Staff to work on marketing projects.
- Outsourcing marketing projects to agencies or freelancers.
- Who will handle your content marketing needs?
- Will there be enough staff to handle additional workload once your marketing plan succeeds?
A budget that is aligned to your dream outcomes is critical. This requires efficiency, so you can maximize your ROI. Yet, you also much invest the maximum amount, so you can really drive growth. Keep that balance!
Also, be sure to research your specific sector to figure our industry benchmarks. Another tip is that you can review what worked and what did not work from the year before.
Have you developed a good mix of construction marketing collateral?
Do you have a way to analyze the marketing plan efforts you’ve been making.
Just as important as research and execution is the ability to monitor and analyze your construction marketing plan efforts.
You have already determined your goals. As time passes you’ll want to note if you are on track to reaching those goals. Be sure to keep track of your numbers each month so you can see what you need to do to better meet them. Be sure to focus on metrics that are most relevant to you. Don’t get lost in numbers that really don’t matter to your success. To figure out next steps, have a meeting with estimators, managers and other staff to talk about what has worked and what isn’t working. By being curious, you can understand which projects are worth pursuing.
The importance of a marketing plan for your construction firm
In the construction world, project management is the backbone to a construction projects success. Being familiar with that makes it easier to understand that planning, executing and analyzing a marketing plan is the key to successfully building a full sales pipeline. The goal is to align your marketing and sales efforts to grab big wins and take on every opportunity. That’s where customer relationship management (CRM) software comes into play.
Having a construction marketing plan in play doesn’t mean you’ll see success overnight. What it will do is pave the road to better reaching your sales goals. You’ll need to experiment and fine tune what you spend your marketing dollars on along the way. You’ll have to learn what works for your specific business. By learning from your mistakes, you can be smarter about how you brand and market your business. In the end, you’ll better understand your target personas and
serve them better.
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January 18, 2019
The 10-step guide to creating a construction marketing plan that works.
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Inadequate planning and the consequent undercapitalization are two of the biggest challenges facing small construction companies today.
As a construction business owner or manager, you may be good at calculating material and labor costs and creating and executing construction plans, but developing a marketing plan might not be your strong suit.
Without marketing, however, a terrible thing happens. Nothing. Love it or hate it, you have to build a marketing plan if you want to sell more of your services and be competitive in today’s business world.
We’ve compiled the following step-by-step guide to help you create a robust marketing plan as solid as your constructions.
The 10-Step Guide to Creating a Construction Marketing Plan that Works!
1. define your vision and mission.
The mission is the reason why your business exists, while the vision relates to your broader strategic view of the business in the context of its environment.
For example, your mission is to become the best renovation company in New Jersey, and your vision is to give back to the community by providing employment opportunities and promoting safe and eco-friendly work practices.
Your vision and mission will determine the overall direction and strategy of your construction company.
2. Study the Market and Consumers
Construction companies, like all other businesses, go out of business because they try to sell services or projects for which there are no buyers. You should dedicate time to conducting in-depth market research and analysis if you want to make your project and brand successful.
You don’t have to break the bank to do the research, though. There’s a lot of free information available on open or secondary source of information like construction industry websites . Free tools such as Survey Monkey, Google Forms and Polldaddy can help you gather primary research data from your customers, suppliers, employees, and everyone else who matters for the project’s success. If you need to conduct extensive research for big projects, you can consider can buying syndicated research data from research companies like Reed Construction Data or B2B International.
3. Research Your Competitors
There’s a lot you can learn from your competitors. Visit their websites and social media pages, review profiles, and dedicate some time to finding out what type of marketing strategies they’re following.
- Which market segment(s) do they appear to target?
- What’s unique about their construction plans?
- What’s the best thing about their services?
- How do they employ modern construction technology?
- Which particular marketing channels do they use and how?
Finding the answers to these and other questions about your competitors allows you to understand their strengths and weaknesses as well as the forces of nature that affect the construction industry.
4. Perform a SWOT Analysis
You don’t need a business degree to benefit from two of the most powerful marketing strategy tools: the SWOT analysis and Porter’s Five Forces analysis.
In the SWOT, you analyze the Strengths, Weaknesses, Opportunities, and Threats facing your business. Strengths and weaknesses are the inherent characteristics associated with your business. Opportunities and threats are the environmental factors that may impact your business positively or negatively depending on how you respond to them.
For example, a company with a 30-year legacy possesses a strength when compared to a startup company. While a company’s startup status may be considered a weakness being legacy-free can also be considered a strength.
The SWOT analysis enables you to work on cementing your strengths, improving your weak areas, exploiting the opportunities, and shielding against the threats.
Our construction marketing team at JoshMeah.com goes above and beyond to turn weaknesses into strengths and threats into opportunities.
5. Do a Five Forces Analysis
Porter’s Five Forces model is an important strategy formulation tool for construction companies that often have to do business in a complex environment.
The Five Forces model requires a detailed analysis of five broad environmental factors that include competitive industry rivalries, the threat of new entrants, the power of customers, the power of suppliers, and the threat of substitute products.
Let’s take the example of a typical construction company and see how we can (over)simplify the Five Forces model:
- The threat of new entry: A new company threatens to take your market share
- Supplier power: Manufacturer increases prices
- Buyer power: Customers demand guarantees
- Substitution: New composite material makes your services obsolete
- Competitive rivalry: There are ten construction companies located in your area
The Five Forces analysis helps you understand the forces affecting your business in order to take remedial actions when necessary.
To conduct a Five Forces analysis, reference the diagram above and brainstorm the factors influencing your company. List the factors and their relative strengths in a worksheet like the following:
You can use the plus (+) signs to depict the importance of each factor. Find out which particular forces are the strongest and the steps you need to take to mitigate their influence.
Read more about Porter’s Five Forces analysis .
6. Position Your Company
Positioning describes how your customers should perceive your services. It is a simple statement that factors in the following:
- Your target market and customers
- Your competitors’ service offerings and strategies
- Your strengths, weaknesses, opportunities, and threats
- The five environmental forces previously discussed
For example, a home renovation company that specializes in roofing may adopt the following positioning:
“Quickest roofing solutions on a budget.”
Remember that the positioning statement is an internal document that drives your external communication strategy. You don’t use your positioning statement directly in advertising, but your advertising and promotion strategy stems from the positioning statement. In the above example, the positioning dictates that your business needs to provide quick service and utilize materials and work practices that help reduce costs.
The positioning statement makes it easy to stay focused and consistent with your marketing strategy. It also helps you choose a marketing mix—the seven Ps of services marketing— that we’ll discuss next.
7. Finalize the Marketing Mix
The services marketing mix consists of seven Ps:
Product: Refine the five levels of your product or service—the core product, generic product, expected product, augmented product, and potential product.
- Price: Determine the price of your products or services. Consider all influencing factors including the competitor’s pricing, business overhead, marketing costs, delay costs, and unforeseen expenses, in addition to a profit margin that enables business growth.
- Promotion: Create the messaging strategy and select the channels through which your offers will be promoted.
- Place: Decide where customers will access your construction services. Most construction businesses deliver their service at the construction site.
- People: The team of people who deliver your services includes construction crews and customer services personnel.
- Process: Create a service delivery process—for example, the proposal, contract signing, payment schedule, timelines, etc.
- Physical Evidence: This is the material part of your services that consists of the buildings your company constructed or renovated.
It’s important to apply research data and strategic analysis when determining the seven Ps of your company’s specific marketing mix. This information is necessary for creating and executing the marketing plan.
8. Identify the Marketing Plan Goals
The steps we have discussed so far pertain to the marketing strategy. This is a long-term plan that could span several years or decades.
To implement the strategy, apply several short-term marketing plans that will bring you closer to the strategic goal.
For example, let’s say the strategic objective is to acquire a 50% share of the local home renovation market within five years. To achieve this goal, you decide to run regular marketing campaigns every year. In this case, you’ll need an annual marketing plan and a separate plan for each individual campaign. Each plan will have its own goals that must align with the annual marketing goals and the overarching strategic objective.
If one of your annual objectives is to generate 1,000 new business leads, you may decide to use PPC (pay-per-click) to generate 100 qualified leads each month in order to hit your PPC goals.
In practice, you’ll be using multiple integrated marketing channels. This requires a comprehensive marketing plan that describes the details about the channels, campaigns, timings, budgets, and target audience.
9. Prepare a Marketing Budget
The budget is the most crucial part of a construction marketing plan. Most construction companies that fail go under because of financial reasons like failing to estimate capital requirements, underpricing, and mismanaging cash flows.
To prepare a marketing budget, perform a deep dive into the research data once again. Examine the media habits of your target customers and determine the budget required to reach them in those channels and achieve your objectives.
If you’ve run marketing campaigns in the past, analyze the historical data to discover the cost-per-acquisition for each channel. This exercise will also reveal the best channels to use in order to stay on budget.
Prepare a detailed document that includes the cost of different marketing activities, the sales or leads you estimate achieving through those activities, the cash inflow and outflow, and the investment needed to implement the plan.
10. Establish KPIs and Track Progress
What doesn’t get measured doesn’t get done. It’s important to know the key performance indicators (KPIs) essential for tracking and measuring progress made toward your goals.
The most important KPIs for construction marketing include:
- Sales Growth
- Leads (MQL and SQL)
- Customer Lifetime Value (CLV or LTV)
- Customer Acquisition Cost (CAC)
- Sales Team Response Time
- Website Traffic-to-Lead Ratio
- Website Lead-to-Marketing Qualified Lead (MQL) Ratio
- MQL-to-SQL (Sales Qualified Lead) Ratio
- SQL-to-Quote Ratio
- Quote-to-Closed Ratio
- Website Traffic
- Social Media Reach and Engagement
- Email Marketing Leads
- Incoming Website Links
It may not be necessary to measure all of the above KPIs, but some must be measured regularly to track your performance and make adjustments where needed.
The construction marketing plan is a part of your marketing strategy, which is an extension of your vision and mission. It is not something you can throw together over a weekend—not if you want it to work.
Take the time to complete each one of the ten steps discussed here to develop your construction marketing strategy and create integrated plans that drive business growth.
Do not hesitate to contact Josh Meah for a free consultation if you struggle with any of the steps along the way.
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6 Steps to Make an Effective Construction Marketing Plan
Developing an effective marketing plan targeting the right audience with the right material is crucial to a successful construction business. Many construction business owners tend to minimize the importance of a good marketing strategy.
What is the need to spend valuable time and resources on social media, websites, ads, and other outlets? The need is there, and it’s growing by the minute. Competition in the construction industry is getting tougher and challenging as more companies enter the arena today. It’s not enough to just provide the best services and affordable pricing anymore.
You need to market your services so customers recognize your brand and turn to you for their construction needs. An effective construction marketing plan provides you with a competitive edge over others in the industry. Contrary to popular belief, marketing is a lot more than just advertising. This involves utilizing the positives of your business to garner popularity and trust with customers.
This includes reaching out to customers on various levels and nurturing relationships. It requires a thorough understanding of both, your business, and the industry it operates in. Does it sound like a challenging task? We’ve got you covered. Read on to learn our 6-step approach to building the perfect construction marketing plan.
We’ve also included some tips as an added bonus!
Step 1 – Understand & Define Your Objective
The first step to an effective construction marketing plan is to really delve deep into your business itself. Understanding the core purpose that your business operates on is essential to how you strategize your marketing plan.
When you know your business, you know your customers, and thereby know how to sell your product or service.
Start by looking at past performances to get an understanding of how your business has been operating. Look at your current customer base and identify how they’ve responded to your existing marketing style.
One of the easiest ways to define a targeted objective is via a SWOT analysis – strengths, weaknesses, opportunities, and threats.
- Strengths – figure out what your business is really good at. What are the advantages you offer to clients that are different from others? What are the aspects that clients have loved in the past? These are your strengths.
- Weaknesses – these are the areas that your construction business needs to improve on. It could be a new formwork method you need to add, a design style you should adopt, etc.
- Opportunities – look at any industry trends that are changing or are unexplored. Is there a way to improve on existing processes that you follow? Is there a niche market you haven’t entered yet?
- Threats – these are the aspects that hinder your business to operate at its best potential. It could be financial, operational, or simply the lack of a strategy.
Once you’ve completed your SWOT analysis, get back to the drawing board of your effective marketing plan . It now becomes easier to identify that one true objective you want to achieve. That’s step 1 completed!
Step 2 – Analyse the markets relevant to your construction business
With your objective in place, it’s time to do some research on your target markets. This is a very important step to building an effective construction marketing plan.
It provides an insight into the types of marketing to employ and how to reach out to specific market sectors.
The three main market sectors for a construction business comprise buildings, industrial, and infrastructure. You may already have a plan as to which one, or all, of these your business caters to.
The analysis part of this step in your marketing plan is to deep-dive further into these sectors. To recognize the niche markets you want to serve, review the local markets and identify common ground with prospective businesses.
The primary aim of step 2 is to figure out how best to tailor your construction marketing plan . With a clear picture of your broad and niche markets, it becomes easier to drive your marketing efforts towards them.
For example, your construction business may be catering to only commercial building constructions. In this scenario, your marketing plan will include more large-scale advertising along with a focus on high visibility aspects such as press releases and targeted marketing.
Here’s a set of questions you can answer to get you started with analyzing your business markets efficiently.
- Which are the areas in which your business enjoys a competitive advantage?
- What are the opportunities that align best with your objective?
- Are you looking to expand to new markets?
- Do you have the resources and skilled labor to branch out into a new sector?
- Are there challenges you’re facing with an existing market sector?
These questions will get you thinking about the direction you want your business to grow in. Use those ideas to align your interests and record your market analysis.
Step 3 – Plan your Marketing Budget
Setting a budget is the next step in building an effective construction marketing plan, and one of the most crucial. Budget planning is not an easy task. There are numerous factors that go into developing a sound marketing budget.
Let’s look at some of them now.
- The first and most obvious factor is the size of your construction business. Large multinational construction companies can have a larger percentage set aside for marketing. Such organizations may be able to do radio and television ads in addition to online channels and social media. Smaller businesses, on the other hand, require an in-depth analysis to set budgets. These need to fit into both, the business strategy, and allow for adequate promotions.
- The next question to answer is who will handle the marketing efforts. Whether or not your company has internal staff to manage the marketing plan impacts the overall marketing budget. If you’ll need to hire external personnel, that becomes a part of the cost.
- Another aspect to consider is the returns you get on your advertisements. If large scale advertising yields an influx of new customers, is your company ready to handle the additional load?
- Your objective is the next factor that decides your marketing budget. If your goal is to grow your business by a few projects a year, you wouldn’t require a very high budget. Targeted marketing can be handled using a small amount. On the other hand, if you’re planning to venture into a new domain or niche industry, you will require a larger amount to invest in multiple marketing channels.
On the whole, paid advertising need not be a very expensive option. Today’s digital age has also made it very affordable for even small companies to run ad campaigns on the smallest of budgets.
Step 4 – Define your Marketing Strategy
So, you have your objective, you’ve analyzed your markets, and finalized your budget. Now it’s time to put together your strategy on how you’ll implement your effective construction marketing plan.
This step involves understanding the various marketing outlets available to you and choosing the ones most suited to your business.
Start with your existing marketing options. Your website, for example. Do you have one? Does it convey your objectives efficiently to visitors? If yes, that’s a great place to start.
Add information about your most successful projects, introduce a blog if you don’t already have one. Likewise, look at other existing outlets and spruce them up with an initial chunk of your budget.
Next, you’ll have to start defining suitable marketing channels that offer the best value for money, specifically for your business. This can be in the form of social media, advertisements, media announcements, print ads, etc.
Programs in community outreach are another way to strategize promoting your business to your local community. Finally, look at out-of-the-box opportunities that you can add to your marketing strategy.
It could be something as simple as a local event to something bigger like a competition. Research your existing customers and gather feedback to understand the best ways to reach more potential clients like them.
Defining your marketing strategy thoroughly will go a long way in boosting your construction marketing plan. Don’t hesitate to try something that looks promising for your business. That’s what strategy is all about!
Step 5 – Make a Schedule for your marketing plan
Once your marketing strategy is in place, it is important to streamline the details and bind it to a schedule. You don’t want to be running all over the place trying to get everything done at once.
An effective construction marketing plan follows a timeline that leads to successful completion. Your schedule should determine the best time to complete each component of your marketing plan.
There are quite a few management tools available in the market today that can help create your schedule. These tools also help in tracking your progress to keep your marketing plan on course. Also, take into account external factors that can impact the components of your marketing plan. For instance, let’s say your strategy involves a local community program to promote your business.
It’s a good idea to coincide that with a holiday or occasion that will get more people participating. Similarly, look for other external factors that could boost your already great strategy. Plan your schedule around them and make the most out of your free resources. Of course, not every plan follows a schedule with total precision.
There’s always that small percent that could go awry. Therefore, always add some leeway to accommodate unforeseen circumstances. In the best-case scenario, you’ll end up finishing early!
Step 6 – Monitor & Follow Up
Now that you’ve got the components of your construction marketing plan in place, it’s time to ensure it’s working right. Start comparing your business performance from before your plan was rolled out to its current status.
Take notes from your social media feeds to understand how well your posts are doing. Look at the analytics results for your site. Is the number of visitors increasing?
Do you get more responses and comments on your blog posts? These are questions you should get answered on a regular basis to see if your plan is working as needed.
Moreover, your objectives and requirements might change over time. It is important to monitor your marketing plan to see that it remains in line with changing trends. Keep track of the latest news in the construction industry to stay abreast of changes. You might get some great new strategies to add to your plan.
Involve relevant stakeholders in your monitoring sessions to get that valuable third-party input. You’d be surprised at the innovative ideas and suggestions you get from brainstorming with your peers.
Lastly, remember that it’s alright if you don’t get your plan right on the first try . A marketing plan is a living object that needs to adapt to its changing environment, and you drive that change.
Continue doing the things that are going right and improve on the components that aren’t functioning too well. Learn from the failures and perfect your processes accordingly. After all, as the saying goes, there’s no success without failures.
In conclusion, putting together a marketing plan doesn’t guarantee that your business will become successful overnight. It is simply a means to achieve that success.
A marketing plan helps keep the objectives of your construction business in focus and attract the required attention. The rest depends on your business strategy, quality, and the way you build on the potential relationships.
In a competitive market like the construction industry, an effective construction marketing plan can make your business stand out from the crowd. Once you get that competitive edge, all you need is to build on the existing plan from time to time. Do that, and you’re all set to take your business to greater heights. So, go ahead and climb the metaphorical marketing ‘ladder’ and turn it into a positive endeavor.
These 6 steps to an effective construction marketing plan will certainly get you started on your way to a successful construction business. Get started now
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7 marketing strategies to promote your construction business.
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If you are in the construction business and want to promote your company, you need the best marketing strategies available. Doesn’t matter if you work by yourself or have a team of experts – you’ll face challenges either way.
Luckily, many different marketing strategies can help you stay ahead in the game and improve your company’s marketing – white label link building being one of the more popular ones. This type of link building is a process where an SEO service provider builds a link for an SEO agency.
Other than white label link building, you have several highly effective options. We’ve composed a list of the top seven marketing strategies for promoting your construction business.
1. Include your staff in the marketing campaign
2. make your video content compelling , 3. encourage past customers to come back, 4. promote your business on social media, 5. make a transparent website, 6. set up google ads, 7. make sure clients can easily find your phone number, the benefits of creating a blog for your construction business, the importance of partnering with similar businesses , conclusion , 7 marketing strategies for promoting your construction business.
To make a potential client your future employee, you have to gain their trust. However, the competition is fierce in the construction market, and achieving a trustworthy relationship can be challenging. What can you do?
Show the human side of your company by including your staff in the marketing campaign. The clients will be able to see the smiling faces of your employees and start feeling like they know your company to an extent. As a result, they’ll develop more trust in your business.
Adding a human element into each marketing strategy may be a small but crucial step in increasing the trust between you and your potential clients.
The construction industry is visual, after all. Why not make your video content engaging then? Making compelling video content is a great way to let your brand acquire a personality.
A video that highlights all the critical features of your projects, a video focusing on your team and their personalities, or a video showing a particular construction process can boost your marketing strategy and help you gain a bigger audience.
The most important audience is the one that you already have. As much as you find it important to get new customers, keeping the audience you already have is equally important.
After you complete a job for a particular customer, it would be a good idea to follow up with them after a few months and see if they have another project for you or if they need help with something else. That way, you will maintain positive relationships with existing customers.
You might be amazed to find out that more than 75% of construction businesses promote their brand and products on social media. Standing out on these platforms is very challenging, but platforms like Instagram and Facebook allow you to target specific groups and specific locations. Start there.
Your construction company’s website should always be easy-to-navigate, transparent, simple, and attractive. If your website has all of these four traits, your lead will be able to get all the information fast without getting turned off or overwhelmed with unnecessary info.
Why should you take advantage of ads on Google? It’s pretty simple – they are the types of ads that are made for your business. When you configure them correctly, a link to your website and phone number will appear when someone types “best construction company near me” on Google.
Potential leads won’t be able to get in touch with you for remodeling their living room if they have to dig through your website for several minutes to find your phone number. Therefore, make sure that you have your phone number right next to your company’s logo, whether it’s on your homepage, a flyer, a billboard, or a Google ad.
Though people usually relate blogs to fashion, lifestyle, and food, we’re here to show you that a construction business can also benefit from some content. A construction blog is an ingenious way to get more customers and build trust between your business and clients.
Including a blog on your website can compel potential clients to contact you for a construction business because they found helpful information on your blog posts. Other than strengthening the quality of your website, a construction blog is excellent for improving your business’s SEO .
In addition, a construction blog can lead to a more organic and better flow of traffic in your construction business. Don’t neglect the benefits a construction blog can bring to your company.
Yet another great marketing strategy for promoting your construction business is partnering with a peer business from the same industry. In the first lines, you’ll get a chance to present your company to a completely new market.
Next, you’ll get a chance for cross-promotion. In co-marketing based on trust and mutual interest, there’s always room to find similarities between your brand and your partner’s brand and expand marketing efforts on both sides.
The three key points to master when partnering with another construction company are:
- Partnering with a construction business that can help you in some way;
- Making sure that your partner has a big audience;
- Ensuring that you build relationships only with companies that have similar brands.
Teamwork between two companies in similar niches and with similar goals can be incredibly productive.
We hope that the seven top marketing strategies we have listed above will help you take the marketing of your construction company to the next level. Besides placing your employees first and creating a compelling website, promoting your company on social media can also help.
Partnering up with a construction company with similar brands, goals, and interests will always lead to an expansion of marketing efforts. Finally, including a blog on your website, even if you consider it unnecessary, will always grasp the attention of your clients. Good luck!
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6 steps to an effective construction marketing plan, use these six steps to create a simple, efficient and effective construction marketing plan that will help your construction business grow..
Developing a construction marketing plan and strategy is critical to the success of your organization. The term "marketing" is often misunderstood and used incorrectly. Marketing is much more than selling or advertising. Marketing is the strategic plan that you develop for your organization that looks at your construction company's strengths and weaknesses; the areas in which you have a competitive advantage; the market(s) that you will target your sales focus on; the demographics of your chosen market; and the pricing structure that you plan to use.
While advertising is often confused with marketing (as is strictly selling), it is just one piece of a solid marketing plan. To use a farming analogy, if I may, marketing is akin to analyzing crop prices, field conditions and determining what crop to plant-advertising and public outreach nurtures the seedlings, and selling harvests the results. Each component is a part of the larger strategy and depends on the other for success. As with most issues involving a construction business, planning and preparation are paramount, as well as measuring the results. We can't take a break from fundamental business practices.
It's important to understand the general steps necessary to create and implement a construction marketing plan for your business. The size of the marketing budgets will vary, as will the intended target market. Ultimately the development of a marketing strategy comes down to similar steps that can be used for any size organization. It doesn't need to be expensive, but it must be thorough and thoughtfully analyzed. And it must be articulated to your staff and stakeholders. Your marketing plan, just like your financial plan, must be monitored and adjusted as needed, andit must also be adaptable to changing competitive environments. The construction market looks very, very different today than it did two or three years ago. Our construction marketing plans must change accordingly in order to capitalize on potential avenues of revenue.
1. Determine Your Objective
What is the goal of your marketing plan? Is it to increase market share of a particular product or service(such as performing 10 percent of all window replacements in your locality)? Is it to grow gross revenuewhich means you have to determine what your highest grossing service is and adapt the plan accordingly to sell more of the higher grossing product or service)? Whether it's market share in a particular industry (healthcare, schools, kitchen and baths) or based more on pure dollars, a solid strategy must first start with a measurable objective that you can quantitatively discuss your results against. If you have a company with multiple revenue streams, such as a commercial construction group that specializes in healthcare and a residential unit that specializes in historic preservation, you should have a distinct marketing plan for each business line. They may overlap in places and actually should - but your market for each is very different and should be treated accordingly.
2. Perform a SWOT. Analysis - Strengths, Weaknesses, Opportunities and Threats.
Performing a SWOT. analysis will not only help in developing a marketing strategy and plan, butit is also essential for keeping any eye on the competitive landscape that your company operates in. The overall steps of an analysis are as follows:
Strengths What does your company do well? Where do have a competitive advantage? How strong is the core of your organizations? (People, processes, etc.)
Weaknesses Where do you need improvement as an organization? Where are you at a competitive disadvantage? Are you lacking key team members or processes in your core business?
Opportunities Where do you see opportunities in your core business? What services could you begin to provide as add-ons that are tangential to your core business and appear to be a natural fit? What competitors are weak in process and staff areas where you are strong? Can you go after their clients? Brainstorm for opportunities and get the entire staff involved-you will be amazed at some of the ideas field staff sees in the marketplace that you don't see in the corner office.
Threats What market conditions exist to challenge your current business? Is your core business in danger of becoming obsolete or replaced with new technologies? If so, are you developing strategies to counteract these changes and offer revised services? What other potential problems exist(financing, overall economy, changing demographic)?
3. Analyze the Current Market
Creating a marketing objective and performing a SWOT analysis provides you with two important pieces of the puzzle:1. A result you want to achieve, and 2. An analysis of areas that you see as potential avenues for new markets or strengthening current markets. This point in the process of developing your marketing plan involves melding the two together.
Your team should ask themselves what market(s) (opportunities) align most closely with your objective? Where does your firm have a competitive advantage? Does this area of strength align with your strategy? You may find out at this point that your strengths don't necessarily fit into your initial marketing objective. Don't be afraid to adjust your objective accordingly. At all times, compete in the areas in which you see potential for growth, that you are strong in and that your company has a competitive advantage.
This approach doesn't mean you shouldn't begin to work in areas you see as having potential for growth that don't yet have an advantage. Your goal should be to develop an advantage quickly. It is also important to considerthe cost and barriers to entry. If it will cost you tons of equity and take years to implement for a small payback, this market may not be for you. However, if the Return on Investment (ROI) is fairly quick and the initial investment can be comfortably absorbed by your company, don't be afraid to challenge new markets. If you see an advantage to building custom cabinets and over the years you have accumulated an entire cabinet shop worth of equipment, go for it. If, however, you would have to spend tens of thousands of dollars and weeks of training for a few custom jobs a year, then it probably isn't worth it this go around. The goal of a construction marketing plan is not to stifle growth but to strategically allocate capital to its most efficient use.
4. Create a Marketing Budget for Your Construction Business
Creating a marketing budget isn't easy. I have heard of companies using anywhere from 0.5 percent to 4 percent of revenues as a starting point and then adjusting accordingly. If your plan is for radio and television spots, then it will probably be toward the higher end, but you will reach more people. If you don't want to commit that many dollars, you will have to be creative and efficient and will probably promote to fewer folks. You must set a solid dollar figure you are willing to spend and developing the mix within your budget. It is important to develop and use estimated budgets for your increased sales - if your marketing plan works, do you have enough people to handle additional work? Do you have a backup plan for hiring just in case?
5. Develop a Strategy and List Tactics to Market Your Construction Companys (The Marketing Mix)
Once you have created your marketing objective, performed a SWOT analysis on your organization, developed a core list of opportunities that you feel confident in marketing and created your budget, the object at this stage is then to determine the avenues that you will take to achieve your objective. Community outreach, writing articles for the local paper, an internet radio show-the list is nearly endless.
The takeaway in this session is developing a mix of strategies to reach the target market. Magazine and print advertisements; your website; local radio station ads; local tv station ads; sponsoring a hole at a golf tournament or sponsoring the local high school or college--these are all methods of getting the word out to potential clients. It is very important to understand your target demographic when creating this mix.
If market research (a composite client created from your current and past clients; Google Analytics; a PR firm, etc.) has helped you determine who your target market is, then allocate your strategy and tactics to most efficiently reach that market. If your composite client is in his early 50's, think of not only what he does, but also what his children and grandchildren do. At first, it may seem foolhardy to sponsor a half-pipe at the local skateboard rink, but you never know who sits on the city council or brings their grandchildren there to skate. Analyze, analyze and re-analyze your target market, and plan to promote to them accordingly. Your current and past clientele are a wonderful resource for developing your "average" client and creating a mix that will bring you to them as often and as efficiently as possible. And don't be afraid to think outside of the ordinary. For instance, web videos are excellent low-cost methods of promotion.
6. Monitor the Results
If you planned on gaining 10 percent of the local market for kitchen and bath renovations, youwe have to check it out to see if your efforts are working. See where you are in relation to last year. Check statistics with the local permit office to see how many permits are being pulled to get a good sense of the market. Monitor feedback from clients. Just like job costs, marketing must be measured as well.
Creating a marketing plan in itself won't magically bring results. It won't repair a poor record of client service or fix a modest reputation. Conversely, it won't make a great company better. But, if created faithfully, it will allow you the opportunity to truly get to know your business and how best it fits into the competitive marketplace. It a very competitive landscape, and a well--constructed and thoughtful marketing plan will assist your construction business in working to allocate resources most efficiently and earn business in markets where you have a competitive advantage.
Construction Business Owner , 2010 October
Michael Moore is a licensed Michigan builder and a tax consultant with BDO USA, LLP. He may be reached at 404-304-2057.
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Sample marketing plan for construction companies
It’s time to scale your business. Congratulations! It’s taken a lot of hard work, paired with many long hours, endless cups of coffee, creative problem solving, and commitment to get to this point. Now that you’ve entered a growth phase, it’s time to think strategically about next steps.
The best way to generate new leads and convert sales is to invest in marketing. The construction industry requires a unique approach, due to the large investment typically required to start work on new projects, which is why trust and transparency must come first in any strategy you implement.
Here, we’ll run you through a marketing plan tailored for construction companies.
Want to skip ahead? Schedule a free consultation.
Digital marketing 101: Strategizing for growth
There are lots of different elements that go into a successful digital marketing campaign. Historically, sales have been driven by word of mouth. You did a great job on someone’s home, so they recommended you to a friend, who recommended you to a cousin, who recommended you to a grandparent, who recommended you to a neighbor. Great! You’ve had jobs lined up back-to-back for a whole year… and then the internet came along and changed sales funnels forever.
Today’s client has access to a tremendous amount of information, and it’s all available at their fingertips. According to Think With Google , 53% of people say they always do research before they buy to ensure they’re making the best possible choice. If you don’t have a strong online presence, you’re automatically excluding more than half of your prospective client base.
A great website will form the basis of your entire construction marketing campaign ( you can read more about that here ). Once that’s up-to-date and running well, you can look at marketing services. Typically, that means a combination of digital advertising, social media marketing, and content marketing (this can mean a few things, but we’re going to focus on video) to ensure as many people know about you as possible. These will hit three key pillars: reach, engagement, and transparency.
Read more: Is marketing the new sales?
Maximizing reach with digital advertising
When we talk about digital marketing, we mean Google Ads and Facebook Ads. These are awesome tools when it comes to building brand awareness in your community, because they allow you to target the types of people most likely to utilize your service. For example, if you find that most of your business comes from college-educated women aged 40-45 with young kids, living in your city, you can select these options in the back end and your ads will be distributed accordingly.
Both Google Ads and Facebook Ads operate on pay-per-click (PPC) models, which can be very cost-effective. You can set a budget, a number of days, and a maximum amount you’re willing to bid per click. After that, the price depends on the amount of competition in your local area.
You’ll need to include a click-through link for each ad you make, so direct traffic to the most helpful page on your website to maximize the chance of the digital passer-by becoming a genuine lead. If your goal is brand awareness, your homepage is a great option. If you’re showcasing a particular service, link to your services page. If you have a special offer, create a dedicated landing page .
There are a few different ways you can configure your ads to maximize their impact. Google Ads, for example, can be created with either search of display functionality. Search ads are linked to keywords – they’re they first couple of results that pop up at the top of every results page. Display ads, on the other hand, appear as visual ads on Google assets all over the internet.
Where possible, we recommend A/B testing both Google Ads and Facebook Ads so you can optimize the wording, imagery, and call to action to ensure your getting the best value.
Read more: Learn about Google Ads or Facebook Ads in greater detail
Boosting engagement with social media marketing
Once your website is up and running, you can also develop a social media strategy. Social media is great, because you can keep you finger on the pulse of what’s happening in your community and connect directly with customers (and prospective customers) in a casual and fun way.
It’s perfect for the construction industry, because it capitalizes on people’s natural nosiness. Everyone wants to know what’s going on in their area, and you can use this to your advantage if you factor curiosity into your strategy. Keep people informed. Give them a sneak peek into new developments. Let them know about permits that have been approved and invited them to share the experience when you break ground on new projects.
Social media is a beast that needs to be constantly fed. In a perfect world, that means daily updates, but that might not be practical for you. To get the most value for your time, we recommend putting a bit of thought into choosing the platform (or platforms) where you can maximize your impact.
A Facebook page is essential. This is the largest social media platform, particularly among homeowners, and it’s a great way to connect with members of your community. If you do a lot of commercial projects, then we recommend a LinkedIn page as well. This will allow you to connect with other business leaders and key decision makers, ensuring your finger is on the pulse of all upcoming RFPs in your area. If you specialize in some way, for example, with architecture or design, you might also consider an Instagram account as a way to showcase your craftsmanship.
They key to social media success is consistency. Consistency, consistency, consistency. This means consistently posting new content, as well as consistently interacting with your community. Reply to all comments on your own page, and then like and comment on some posts from other people in your area. Allocate a few minutes each day to click and scroll to boost your engagement.
Want to outsource this? Read about our social media management service
Highlighting transparency with content marketing
When was the last time you read an entire blog? Okay, you’re reading this one, but only because you’re invested in the topic and looking for specific advice. Video is the way of the future, and no digital marketing strategy is complete without video elements. Why tell your customers something if you can show them? Video conveys authenticity and transparency, because it allows your clients to get an idea of who you are and what you’re about. It proves your legitimacy.
Videos can be as formal or as informal as you like, but they do need to look good. You can stream a live video from a jobsite on your mobile phone for free, or hire a professional videographer to help you shoot a few videos to feature on your website and social media platforms. Either way, its important to ensure you can be seen and heard, which means you need to think about light and sound. You also need to think strategically about what you’re going to say. Indulging people’s curiosity is great, but rambling is not. Try to keep each video focused on one main point.
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Marketing for Construction Companies: 5 of the Best Strategies You Need to Know
Elizabeth | May 30, 2023 | Construction Marketing
There may come a point when your construction company hits a bit of a marketing plateau. You feel like you've tried everything and are all out of ideas to generate more leads.
This is especially defeating if that lull in lead generation comes when your competitors are crushing it. But no need to fear — there are a lot of marketing strategies for construction companies you can try to not just get your business back in the game, but ahead of the game. They’re each beneficial for different reasons, but proven to give you that extra edge in the industry. Here’s a list of five great marketing strategies to set your construction company ahead of the competition:
Are you interested in learning more about how to propel your construction business forward with digital marketing? We're here to help! Contact the Evenbound team today!
The 5 Best Strategies for Marketing for Construction Companies
Here at Evenbound, we have years of experience creating top-tier strategies for marketing for construction companies. Read below and take some notes, and give us a call if you're looking for more guidance.
01. Give Account-Based Marketing A Shot
If your construction company wants to improve marketing efforts and shorten your sales cycle at the same time, account-based marketing is the way to go.
- Account-based marketing: is a strategic marketing tactic that focuses on developing highly-targeted marketing campaigns directed toward just a few "big-fish" accounts you know are your ideal customers.
From that definition, it may sound like a complicated process. I promise it isn’t. It actually makes things a lot easier. As an experienced construction company, you’re probably already aware of who some of your ideal clients are. With account-based marketing, you’ll pick a handful of them and create marketing campaigns — complete with email marketing, ad campaigns, and more — to directly target each one.
Essentially, you're putting your marketing efforts into just a few companies who you know, when they convert, will be the ideal fit for your business. It’s a great way to get bigger projects, which of course, means more $$$ coming to you. You’ll see results, realize how effective it is, and start reaping the benefits pretty quickly.
Aside from that, Account-based marketing can:
- Help shorten your sales cycle
- Minimize cold calling
- Make efficient use of your marketing budget
But wait — there’s more. The best thing account-based marketing can do for your construction company is to provide your leads with a better customer experience.
It turns out that salespeople aren’t the only ones who hate cold calling. Customers are in the same boat. They’re much happier when you give them some meaningful and relevant content to help them through the entire buyer’s journey.
02. Create & Maintain A User-Friendly Website
Say it with me: websites are not just brochures. Your website is often the first place potential customers will go to find more information about your company and its products or services. Therefore, it should be well-designed and offer them exactly what they’re looking for. If it’s just treated as a photo catalog, any potential leads are likely to close the tab and move on.
In order to make your website stand out among your competitors’ sites, you need to provide consumers with the most engaging content and helpful information. Basically, they’re the researchers, and your website is the answer to all their research questions.
For this reason, it’s important to go back and think about your buyer personas while building your website. Answer all those whos, whats, wheres, whens, and whys:
- Who are they?
- What do you they need?
- What pain points do they have?
- How can you solve their problems and direct them to the information they need?
- What do you build when you help a customer in the exact way they need? Trust.
- What do you get when you build trust with a customer? A relationship.
- What comes out of a relationship? A converted lead that takes action.
What should your website include?
A well-designed and highly-developed website can do some serious work generating leads and setting your construction company ahead of the competition. A few key features you should have on your website include:
- Menu bar — Having a descriptive navigation tool makes it easy for consumers to find what they’re looking for.
- Quality design — I’m not talking about anything extravagant here — just something that looks clean, visually appealing, and makes all your great content easy to digest.
- Chatbot — Chatbots are great automation tools for helping your potential customers get the answers they need. They can also help save your customer service team a lot of unnecessary phone calls.
- Blog — Regular, consistent blogging is the best way to provide content that informs consumers, establishes your company as an industry expert, and incorporates keywords that boost your SEO efforts.
- Call to action (CTAs) — When done right, CTAs don’t just help your company sell. Creative, descriptive CTAs also help consumers navigate your website and convert into qualified leads.
But that’s not where it ends. For more insight on how to make your website the best in the industry, check out our website design checklist .
03. Know Your Way Around Social Media Marketing
For one reason or another, many construction companies avoid social media. If you want to stand out, do the opposite. If your target audience is on social media (trust me, they are!), you probably should be too. Strong and consistent social content can help you engage with them, increase brand awareness, and generate leads.
Social media platforms offer a variety of channels with unique features, advantages, and disadvantages in terms of marketing. You’ll want to pick a couple that align best with your business goals. For construction companies, Facebook, LinkedIn, and Instagram are some of our faves.
Wait, Instagram for construction companies?
Yep! Believe it or not, Instagram’s visually-focused design is the perfect opportunity for you to showcase your projects. Although it’s not as effective at converting leads as Facebook or LinkedIn, it’s a great way to get some awareness, grow your brand, and give your company some cred.
Plus, we’ll let you in on a secret: many of your competitors aren’t there yet. After you’ve set yourself up on preferred channels, you’ll want to divide your efforts between marketing and advertising. Uhh.. is there a difference? Yes!
Social Media Marketing consists of any unpaid activity, such as posting photos.
Social Media Advertising consists of any paid activity, such as a targeted ad campaign. But that’s a topic for a whole different post. Like these ones:
- Facebook Advertising 101
- 5 Types of LinkedIn Ads: Which is Right for You?
- 6 Types of Instagram Ads [With Examples]
As long as your social media strategy aligns with your goals, your construction company is sure to get results.
04. Implement Compelling Content Marketing
Implementing a content marketing strategy can seem like a big jump for construction companies. It might be something you haven’t heard of, or it might be something you’re wary of. It’s difficult to trust something that's a bit more intangible than something like paid advertising. But I’m telling you, it’s so worth it.
Content marketing is one of the best, if not THE best, inbound marketing tools for construction companies . And having a killer content marketing strategy is where you can really start to move ahead of your competitors. From landing pages to blogs, if you're consistently producing better content, you’re going to win in a lot of other places too.
For example, content marketing is a great way to boost your SEO. By inserting relevant keywords into your blog post, you can quickly work your way up the Google search results pages.
Also, you’ll start pulling in more qualified leads. From the great content you’re posting, you’ll start establishing some authority for yourself in the construction industry. If you’re writing content about topics your target audience is interested in, they’ll want to keep up with what you’re saying.
You know what they say: “Quality over quantity.” But a good content marketing strategy will give you both.
05. Adopt A Growth Marketing Methodology
Growth marketing is a great way to get your construction company aligned toward the same goals. It works so well because everyone is on the same page, and no time or money is wasted doing anything that isn’t on par with your business goals. It all starts with defining what success looks like at your company. Do you want to sell more? Build more relationships? Expand?
Write it down. Then, set your SMART goals based on that. All of those goals should help achieve that bigger goal of what success looks like. Here’s a refresher on SMART goals in case you need it:
After that, make sure all your other marketing tactics are aligned with those SMART goals and that big overarching success marker. Your website, social media marketing, paid advertising, etc. You name it — it should all agree.
The final step is setting metrics to analyze and evaluate what’s working and what’s not. Having regular check-ins is a great way to keep your team focused on the goal. And growth marketing is always there to make sure your company is continuously moving forward.
Let's Talk Growth!
Are you interested in learning more about what marketing strategies could work best for your construction company? It’s what we do best here at Evenbound. Give us a call or contact us online to chat more.
Got big growth goals for your company we're here for that, serious results. serious fun..
At Evenbound, we're all about helping our clients grow. We use inbound and outbound marketing strategies to deliver you the qualified traffic and leads you need for serious growth. And we have a lot of fun doing it.
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How to write a marketing plan for a construction business
Table of Contents
Your current situation
Opportunities, your market, competition, target audience, your strategy, core message, your budget and management.
Build up the word about your construction business by creating a marketing plan. It will help ensure you have the right tools prepared for the job. For your plan to direct your campaigns in the right direction, make sure you cover all the key bases.
This guide to producing a marketing plan for a construction business will cover:
First, be aware of what your business needs to achieve through its marketing by looking at its current situation. Then, to highlight every company area, you can conduct a SWOT analysis to consider strengths, weaknesses, opportunities and threats.
By looking at the business’s current strengths, you can use them for your marketing. For example, if your company produces good quality work and you often get good reviews from customers, consider using those to get new ones.
If you can find some weaknesses in your current situation, your business can work on these areas through marketing. For example, suppose you struggle to get people to recognise your name. In that case, you can put out a radio ad with a catchy jingle to make it memorable.
Finding opportunities to improve your business’ potential reach is crucial for your marketing plan. For example, if a trade show is coming up in a few months, that could be a great place to launch your campaign.
If you identify any current threats, use your marketing plan to prepare your business for them. For example, suppose your last campaign went over budget. In that case, say you will avoid this by using an accounting tool like Countingup to record costs with its expense categorisation feature.
A pivotal section to include in your marketing plan is talking about your market and the people you would like to target. Carry out some market research to find out information for both of these things. Search for as many insights as possible, look at your competitors, speak directly to your customers, and ask for their opinions.
Other construction businesses may offer similar services to yours. By looking at how your competitors market themselves, you can find ways to make yours appear different.
Some businesses even decide to use their competition to source ideas for their campaigns. For example, if your competitors claim that they have the best tools ready to go, you could promote your experience and skill.
You may identify similarities between the people your business would like to target through your research. By summarising these and grouping them, you can outline your target audience . They will be the centre point of your marketing to inform the goals in the plan.
Your research may have identified ages, locations, interests or other things that many of your customers have in common. To put those together in a way that’s easier to think about, write a customer profile (sometimes called customer avatar). This approach is a summary of the lifestyle of a hypothetical ideal customer.
Using your target audience and knowledge of the market, combine these with your current situation to choose some goals. Your business goals should represent what you are looking to achieve through your marketing. Having goals laid out will help you make decisions on the types of channels you will use.
It is helpful to make aims measurable, to make sure that you can look back and see if you achieved them. For example, your goal for the campaign could be to increase your number of clients from three a week to six. After the campaign starts, check whether you have reached the goal after a month and see whether you need to come back to the plan if it has not.
To lay out how you intend to achieve the goals you have set out for yourself, create a section that includes the overall message of the campaign and what channels you will use.
Choosing an overall message for the campaign is essential to reaching your goals. In addition, it can help to make sure that all of the drives are coherent and each activity encourages the right action for customers to take.
For example, if your core message is that you want customers to add your business’ number to their phones, it’s ready when they need it. Then, make sure that you have the information with your number accessible on every channel.
Part of your section on strategy should detail some of the marketing channels you intend to use. These should follow your target audience and how you think it is best to communicate with them. Of course, you could have multiple channels to use for the campaign, but putting them into your plan means you can make sure they all follow the same message.
After you decide on the channels to use for your campaign, it is crucial to include a section that provides your budget. Using your research, you should find out the costs of each activity and put them into the plan.
Have an idea for the amount of money you are willing to spend on your marketing. Include a minimum and maximum amount. Having a set budget will help you look back and consider if the campaign has been successful .
To help you stick to your budget, setting up a separate business account means that you can track precisely how much you spend. Countingup is the current business account with built-in accounting software.
Using the Countingup app, you can receive cash flow insights that allow you to compare the campaign’s progress with your expectations in your budget. It also has a receipt capture tool that enables you to scan receipts into the app using your phone camera. This feature means that any services you use for the campaign can easily be organised and recorded.
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8 Construction Company Marketing Strategies
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Learn how to use 8 construction company marketing strategies to gain more sales and increase your marketing return.
Construction companies’ sales often have some seasonality to them, and keeping the project rolling takes a marketing team and technology to automate the representative sales activities.
Construction companies can use various marketing strategies to increase their sales. Marketing can be a very effective way to bring in more business, but it’s important to use the right strategies for your company.
I will explore foundational technology like HubSpot serves construction companies. Check out these 8 tips for construction company marketing-from using social media to target specific customers and see which will work best for you!
Are you looking for marketing advice for your construction company?
Your marketing plan for a construction company might be the blueprint to help keep those projects rolling in.
HubSpot is a foundational technology that can help any construction company increase its sales. It provides inbound marketing software, services, and support to help companies attract visitors, convert leads, and close customers.
With HubSpot, you can create powerful content, track customer interactions across channels, and score leads to determine how ready they are to buy. You’ll also have access to expert resources and support from the Matrix team. Construction companies’ CRM will save you time and money. The ROI of this system is simple.
Sign up for a free trial of HubSpot today!
Here are the key issues construction companies are facing:
- Marketing efforts were limited to direct mail and street signs.
- New business was only through referrals.
- The schedule was filled with smaller projects at a lower total value.
- The outdated website did not highlight their quality and capabilities.
- No process in place to nurture leads or possible repeat clients.
In 2021, the construction industry reached a value of $10.3 trillion. This growth is due to an increase in population and infrastructure projects. The Asia-Pacific region is expected to lead this growth, with China and India contributing the most.
Problems for construction management about the lack of sales and projects
Construction companies can face many problems regarding sales and projects. One of the biggest issues is that many construction managers don’t know how to market their company effectively. Bringing new business and projects can be difficult without a strong marketing strategy.
Another problem for construction companies is that many don’t have the necessary tools or technology to track their sales and projects. This can make it difficult to measure the success of your marketing campaigns and make necessary adjustments.
Finally, one of the biggest problems for construction companies is that they often struggle to find qualified workers. This can make it difficult to complete projects on time and within budget.
Homeowners went from requesting 2-3 estimates in 2019 to 4-6 on average in 2021. However, interest rates are lowering demand in the markets.
The demand for quality construction has never been greater among consumers… yet even the best in the business can struggle to keep up with the influx of new project requests. With higher internet activity in 2021, more homeowners went online to research local remodeling pros.
- 78% of the projects go to the first contractor who gets to a lead
- 9% increase in close rate with automated follow-up to unsold leads
- 78% of remodeling projects have trouble following up on unsold leads
Companies identified as best-in-class are winning on customer experience by:
- Answering popular questions about price and comparisons on their websites and blogs.
- Using Live Chat and chatbots on their websites to capture leads who want to talk now.
- Leveraging email marketing to stay connected with their customers and prospects.
- Asking for reviews once a job is complete by sending short surveys or pointing them to review sites like Yelp and Houzz.
- Showing before and after pictures on their websites and social media profiles to build trust with future customers.
- Offering educational content like inspirational Lookbooks and budget planning eBooks to engage an interested prospect further.
The HubSpot CRM platform helps construction companies like yours reduce effort and ramp up results to tailor the conversation to builders.
With this growth comes increased competition. To succeed, construction companies must stand out from the crowd and attract new customers. Marketing can be a powerful tool to help companies achieve these goals.
What is digital marketing for construction firms?
Digital marketing for construction firms is a broad term that encompasses a variety of online marketing activities. These activities include website design, SEO, email marketing, social media marketing , and more.
Digital marketing is a great way for construction companies to reach new customers and attract more business. Using online tools and platforms, construction companies can connect with potential customers in various ways.
One of the benefits of digital marketing is that it’s cost-effective. Construction companies can reach many people online at a fraction of the cost of traditional marketing methods. Additionally, digital marketing allows companies to track the results of their campaigns, making it easy to measure success and adjust as needed.
Digital marketing is also versatile. It can reach potential customers anywhere in the world, regardless of location. Additionally, digital media evolves quickly, so companies can continually update their strategies to stay ahead of the curve.
Overall, digital marketing effectively allows construction companies to connect with potential customers and increase sales. By using a variety of online tools and platforms, construction companies can reach a large number of people in a variety of ways. Additionally, digital marketing is cost-effective and versatile, making it a great option for businesses of all sizes.
The basics of construction company marketing
A few basic strategies will help you get started when marketing a construction company. Of course, your tactics will vary depending on your industry, target market, and other factors, but the following tips should provide a good starting point.
- Use social media to reach customers: Social media is a great way to reach potential customers, and it’s especially useful for construction companies since many people turn to social media for information about projects they’re considering. Make sure you have a strong presence on major social networks and post regularly about your company and what you offer. You can also use social media to build relationships with customers and potential customers, which can help increase sales in the long run.
- Target specific customers: It’s important to target specific customers when marketing a construction company. This means tailoring your marketing efforts to match the needs of your target market. For example, if you’re targeting homeowners remodeling their homes, you’ll want to focus on content that helps them decide about their projects. If you’re targeting businesses, you’ll want to focus on content that helps them decide about their construction projects.
- Use website design and SEO techniques: Your website is one of your most important marketing tools, so make sure it’s designed in a way that will help you attract customers. You should also optimize your website for search engines so potential customers can easily find you online. SEO techniques can be tricky to learn, but online resources can help you get started.
- Use paid advertising: Paid advertising can be a great way to reach more potential customers quickly and easily. Many types of paid advertising are available, so take some time to research which would work best for your company. Once you’ve selected the right type of advertising, create targeted campaigns to reach your target market.
- Invest in marketing automation : Technology has come a long way in recent years, and one of the most useful tools for construction companies is marketing automation software. This software automates many marketing tasks, including email marketing, lead nurturing, and customer segmentation . This can save you time and money while helping you reach more potential customers.
- Use content marketing : Content is one of the most important elements of any successful marketing campaign, and construction companies should make sure they’re using content to their advantage. Content marketing can help you attract customers, build relationships, and boost sales. Be sure to create high-quality content relevant to your target market, and distribute it through your website, social media channels, and other online platforms.
- Focus on lead generation : Lead generation is essential for any business, but it’s especially important for construction companies. There are many ways to generate leads, so explore your options. Once you have a steady stream of leads, you can focus on converting them into customers.
- Use data-driven marketing: Data-driven marketing is a must for any construction company that wants to be successful. Using data to guide your marketing decisions, you can ensure you’re reaching the right people with the right message. You can use many different data types, so explore all your options. Once you understand your data well, you can start changing your marketing strategy based on what you see.
Following these tips can create a successful marketing strategy for your construction company. Remember to tailor your efforts to match your target market, and don’t be afraid to experiment with different tactics until you find what works best for you. With a little effort, you can soon see increased sales and customers.
Marketing strategies for construction companies
Construction companies can use many different marketing strategies to increase sales. The best strategy will vary depending on the company’s size, budget, and target market.
However, some general tips that all construction companies can follow include:
1. Use social media
Social media can be a powerful tool for marketing construction companies. It can be used to reach potential customers who may not be aware of your company or to connect with existing customers on a more personal level.
Many social media platforms, including Facebook, Twitter, Instagram, and LinkedIn, can be used for this purpose. Each platform has its strengths and weaknesses, so it’s important to tailor your strategy to fit the platform.
For example, Facebook is great for reaching many people, while Twitter is better for connecting with potential customers one-on-one. Instagram is perfect for showcasing your company’s work visually appealingly, and LinkedIn is ideal for connecting with other businesses in the construction industry.
Social media is a great way to connect with potential customers and create awareness for your brand. Construction companies can use social media to share photos and videos of their projects, announce new products or services, and offer special promotions.
It’s important to post regularly and interact with your followers to keep them engaged. You can also use social media advertising to reach a wider audience and target potential customers in your area.
2. Create a website
Your website design is the foundation for your marketing . It should be designed with performance and lead generation in mind.
A website is a must-have for any construction company that wants to succeed in the digital age. Your website is often the first impression potential customers will have of your business, so it’s important to ensure it’s professional and up-to-date.
Your website should include your company’s history, services, and projects. Potential customers should be able to easily find contact information and directions to your office or job site. You can also use your website to showcase customer testimonials and reviews.
3. Invest in SEO
SEO is the process of optimizing your website and content for Google searches. This can help you attract more visitors to your site and improve your chances of ranking high in search results.
Some ways to optimize your website for SEO include using keyword-rich titles and descriptions, creating blog posts and articles, and building backlinks to your site. You can also use Google AdWords to run paid ads at the top of search results.
4. Use email marketing
Email marketing is a great way to stay in touch with past and potential customers. You can use email to share news about your company, announce new products or services, and offer special promotions.
It’s important to build a targeted email list of customers interested in your products or services. You can do this by offering a freebie in exchange for an email address or running a contest or sweepstakes.
5. Host events for Construction Company Marketing Strategies
Hosting events is great for generating leads and building relationships with potential customers. Construction companies can host job fairs , open houses, and lunch-and-learns.
These events provide an opportunity to meet face-to-face with potential customers and answer any questions they have about your company. You can also use these events to promote new products or services or offer special discounts.
6. Give presentations
Giving presentations is another great way to connect with potential customers and generate leads. You can give presentations at trade shows, conventions, and other events.
Your presentation should be informative and professional. It’s also important to focus on the benefits of your products or services and how they can solve your audience’s problems.
7. Sponsor a charity event
Sponsoring a charity event is a great way to give back to the community and build goodwill for your company. Construction companies can sponsor various events, such as 5K runs, golf tournaments, or food drives.
These events allow you to interact with potential customers and show them that you’re more than just a business. They can also generate positive publicity for your company.
8. Advertise in print or online and use paid advertising
Advertising in print or online is a great way to reach a wider audience and generate leads. You can place ads in newspapers, magazines, or websites relevant to your industry.
Paid advertising can be a great way to reach more potential customers quickly and easily. There are many different types of paid advertising, including search engine optimization (SEO), pay-per-click (PPC), and social media advertising.
Each type of advertising has its strengths and weaknesses, so it’s important to choose the right type for your company. For example, SEO is great for reaching people who are already interested in your company or products. At the same time, PPC is perfect for reaching people actively looking for a construction company to hire.
Target specific customers – It’s important to target the right customers with your marketing campaigns. This means understanding your target market and designing campaigns that appeal to them specifically.
Website redesign, Content marketing, SEO, and HubSpot implementation
ARA is a globally recognized research, engineering, and technical support service to answer complex and challenging physical science problems.
- 1,051% increase in organic sessions
- 168% Increase in Marketing Qualified Leads (MQL)
- Over 291% Increase in Sales Qualified Leads (SQL)
- Comprehensive website redesign, content marketing, and SEO strategy
- HubSpot Hub bundle implementation
For example, some construction companies may find more success targeting homeowners rather than businesses. Others may find they have more success targeting luxury home builders rather than budget-conscious homeowners. Understanding your target market is essential to designing successful marketing campaigns.
You can also use Google AdWords to run paid ads on Google search results pages. These ads can be targeted to potential customers in your area.
No matter your marketing strategies, tracking your results to see what’s working and what’s not is important. You can use Google Analytics to track the number of visitors to your website, the average time they spend on your site, and the number of leads you generate.
Using these marketing tips, you can increase awareness for your company and attract more customers.
Do you have any other marketing tips for construction companies? Share them in the comments below!
The construction industry has become increasingly competitive in recent years, so companies must use every tool to stand out. This includes marketing through its website, SEO, content marketing , social media, online advertising, and other methods.
Create an Effective Website.
A website is one of the first things potential customers will see when they visit your company’s site. It should be easy to navigate, with clear calls to action, and contain all the necessary information about your company.
What makes HubSpot the logical and best choice for construction companies?
HubSpot CRM is built differently to meet your business needs as you grow — without additional costs or complexity.
The benefits of HubSpot CRM are huge:
- Build and nurture prospect relationships
- Outpace competitors with rich client data
- Streamline process management
- Customize efforts to meet client needs easily
- Manage customer relationships effectively
- Improve profit margins with efficiencies
A cobbled tech stack can lead to missed opportunities, a painful buying process, and disjointed customer experiences.
Case Study 1: Bell Performance
Bell Performance was challenged with increasing industry influence over its large competitors. The company turned to HubSpot’s partner, Top Line Results, to create a marketing strategy allowing the most impact in the marketplace.
- 1,375 new online customers
- 620% increase in website traffic
- 9000 new leads
HubSpot has allowed Bell to track its website visitors and see what pages they are visiting. This information has helped them create better content and improve their website’s design.
Case Study 2: Signature Stone in Greely, Colorado
Signature Stone is a construction company using Matrix for complete photographic and marketing content strategy and support.
Matrix has allowed Signature Stone to track its website visitors and see what pages they are visiting. This information has helped them create better content and improve their website’s design.
Case Study 3: Vertek CPT
Vertek CPT has been an engineering and construction company using HubSpot for two years. They have found that HubSpot has helped them increase their website traffic by 15%. They have also seen an increase in leads, with a conversion rate of 25%.
Competition in the construction industry is fierce, so companies must use every tool to attract customers.
But what if you don’t have a big budget for marketing? Or what if you’re not sure which strategies will work best for your company?
HubSpot offers a wide range of tools that are perfect for construction companies. You can use HubSpot CRM to build and nurture relationships with potential customers, track website visitors, and customize efforts to meet customer needs.
Marketing is an essential part of any business, and construction companies are no exception. To attract more customers, it’s important to use the right strategies. HubSpot offers a wide range of tools that are perfect for construction companies.
You can use HubSpot CRM to build and nurture relationships with potential customers, track website visitors, and customize efforts to meet customer needs. You can also use Google AdWords to run paid ads on Google search results pages. And finally, you can use Google Analytics to track the number of website visitors and leads you to generate.
How can Matrix Marketing Group help with growing a construction company?
Matrix Marketing Group has been working with construction companies for over 20 years. We have the experience and knowledge to help you grow your business in construction as a marketing company.
We can help you create an effective website that will attract potential customers. We can also help you with SEO, Google AdWords, and Google Analytics.
We know that marketing is essential for any construction company, and we are here to help you succeed. Contact us today to learn more about how we can help you grow with the top construction marketing company.
What is the best way to market a construction company.
There is no one-size-fits-all answer to this question, as the best way to market a construction company will vary depending on the company’s products and services, target market , and budget. However, some effective marketing strategies for construction companies include using social media to reach potential customers, running paid ads on Google, and tracking website visitors and leads.
What are some effective marketing strategies for construction companies?
There is no one-size-fits-all answer to this question, as the best way to market a construction company will vary depending on the company’s products and services, target market, and budget. However, some effective marketing strategies for construction companies include using social media to reach potential customers, running paid ads on Google, and tracking website visitors and leads.
How can I track the success of my marketing campaigns?
One of the best ways to track the success of your marketing campaigns is to use Google Analytics. Google Analytics allows you to track the number of website visitors and leads you to generate as a result of your campaigns. You can also use this tool to track the amount of money you spend on marketing and the ROI of your campaigns.
What are some common mistakes made in marketing construction companies?
Some common mistakes in marketing construction companies include not having a clear message, not targeting the right audience, and spending too much money on marketing. It’s also important to ensure that your website is up-to-date and looks professional and that you are using the right tools to track the success of your campaigns.
Is it worth investing in digital marketing for a construction company?
Yes, digital marketing is a great way to reach potential customers looking for construction services online. Using the right tools and strategies, you can connect with these customers and generate leads and sales.
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7 Step Construction Marketing Plan
Marketing in the Construction Sector
Though marketing applies to nearly any industry, how it is applied will vary from sector to sector. The construction business is characterized by generally dominant monopolies, technological advances, and an ever-growing workload. Because of these factors, construction marketing strategies need to be modified to match. Hiring a marketing team to handle your advertising efforts will help you develop a well researched and data-driven plan that will capitalize on opportunities and grow your business.
Developing a Construction Marketing Plan
A marketing plan comes to fruition through a series of steps, each playing off the previous. Dedicating time and research to developing thorough strategies can be the difference between success and staying stagnant. Generally, the development of a marketing plan follows a series of seven steps, including:
- Identify objectives
- Identify target audience
- Consider the budget
- SWOT analysis
- Competitor research
- Evaluate marketing channels
- Result tracking
1: Identify Objectives
While this may seem obvious, identifying your objectives is a crucial first step. This doesn’t mean having a general idea of what you wish you achieve, but rather, having a concrete understanding of exactly what you want. Thoroughly outline your intentions and set specific goals. These will be the foundation upon which the rest of your marketing plan will be built on.
2: Identify the Target Audience
Understanding your target market early on in your marketing efforts is not just important for growth, but can help reduce the number of headaches later on. Depending on your demographics, how old they are, where do they live, etc., you will have to modify your marketing plan. Based on your identified goals, consider which audience or audiences you will need to serve. This could be dependent on where your company is located, how far you’re willing to travel, and which construction niche you are filling. Marketing and advertising efforts are most successful when properly targeted.
3: Consider the Budget
When creating a marketing plan, it is necessary to be well acquainted with your budget . Different marketing channels and strategies come with varying price tags. To maximize the budget at hand, you must first understand what money you are willing to spend. From there, your marketing team can help divvy up your finances accordingly.
4: SWOT Analysis
The acronym SWOT stands for strengths, weaknesses, threats, and opportunities. It is often used as a method to hash out the core advantages and disadvantages of a particular company. Through the SWOT process, the marketing plan can be honed to maximize the strengths, downplay the weakness, diminish the threats, and capitalize on the opportunities.
- Strengths. Strengths refer to what your company or service does well. Perhaps these are proven strengths from years of experience, or they have perceived strengths based on your target audience and business goals.
- Weaknesses. Like the strengths, the weaknesses are just as they sound. Analyze where your services could potentially fall short. In which areas do you foresee vulnerabilities, and what can you do to minimize said weak points?
- Opportunities. Opportunity areas are key to your growth. Look at the construction industry as it is, and look at where you could potentially capitalize. Is there a specific area that is underserved? Perhaps a target audience that has not yet been reached?
- Threats. As unfortunate as they are, threats are inevitable. And often, no matter what we do, they will continue to exist. But understanding potential threats, where they come from, and their consequences, can better prepare you for minimal impact.
5: Competitor Research
Competition drives nearly every industry, and construction is no different. Understanding what your competitors do well, fall short in, and where they differ all are crucial to developing a marketing plan that will position you above the rest. Just as you may conduct a SWOT analysis for your own company, it would be wise to do the same for your main competitors.
- Strengths . What do your competitors do well? Pinpoint their strengths and ask yourself if this is something your service could potentially rival. If it can’t, this doesn’t mean your marketing efforts are futile. Rather, this will show you where else to direct your energy.
- Weaknesses. Weaknesses are important to locate for two reasons. The first is it shows where your competition falls short, and where your service could potentially capitalize. The second is it potentially shows the setbacks within the industry. Especially if your competitors have been in business for a while, their weaknesses can offer insight into potential roadblocks you may face.
- Opportunities. Of the four SWOT pinnacles, opportunity is perhaps the most important. Understand what your competition doesn’t offer and what you can do to fill that gap. Perhaps it’s different processes, better prices, or more areas of expertise. Whatever it may be, one of the best ways to grow your competitive advantage is to excel in an unrivaled aspect.
- Threats. In any industry, there will be threats. While some come more from outside variables like the economy, supplier shortages, and lack of equipment, others originate internally, like your fellow competitors. The best way to face a threat is to be prepared for said threats. Look at the threats, both external and internal, and identify which are more likely to affect your business.
6: Evaluate the Marketing Channels
Marketing channels are defined as the mediums through which specific marketing efforts are pushed. These can include social media platforms, SEO, print advertisements, billboards, email marketing, paid advertising, TV commercials, and other digital efforts. Depending on your established objectives and target audience , the channels you use may vary. Your marketing team will put together a channel strategy that matches your needs. Often you’ll see an omnichannel plan that uses multiple marketing channels to cover the different bases for your service and industry.
7: Tracking Results
Progress, and more importantly lack of progress, is more easily identified when data tracking is present. Tracking your results can help you both measure your success and locate the areas in which your efforts are continuing to struggle. With tracking, you can test new strategies and modifications to your marketing plan and actually quantify how well or poorly your new efforts are performing. Proper data tracking ensures that you don’t waste more time than necessary on marketing options that do not produce results.
Why Work With Epic?
Epic has been serving Salt Lake and Utah counties for over 16 years. We have provided expert marketing knowledge and advertising content to construction firms all around the state of Utah. Our talented team of account executives, digital marketers, designers, web developers, and copywriters have experience in working in various aspects of the construction industry from equipment rentals to concrete and hydrovac services. For a free consultation, call us today!
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Ready when you are.
How To Write a Winning Construction Company Business Plan + Template
Creating a business plan is essential for any business, but it can be especially helpful for construction company businesses who want to improve their strategy or raise funding.
A well-crafted business plan not only outlines the vision for your company, but also documents a step-by-step roadmap of how you will accomplish it. To create an effective business plan, you must first understand the components essential to its success.
This article provides an overview of the key elements that every construction company business owner should include in their business plan.
Download the Ultimate Construction Business Plan Template
What is a construction company business plan.
A construction company business plan is a formal written document describing your company’s business strategy and feasibility. It documents the reasons you will succeed, your areas of competitive advantage, and it includes information about your team members. Your business plan is a key document that will convince investors and lenders (if needed) that you are positioned to become a successful venture.
Why Write a Construction Company Business Plan?
A construction company business plan is required for banks and investors. The document is a clear and concise guide of your business idea and the steps you will take to make it profitable.
Entrepreneurs can also use this as a roadmap when starting their new company or venture, especially if they are inexperienced in starting a business.
Writing an Effective Construction Company Business Plan
The following are the key components of a successful construction company business plan:
The executive summary of a construction company business plan is a one to two page overview of your entire business plan. It should summarize the main points, which will be presented in full in the rest of your business plan.
- Start with a one-line description of your construction company
- Provide a short summary of the key points in each section of your business plan, which includes information about your company’s management team, industry analysis, competitive analysis, and financial forecast among others.
This section should include a brief history of your company. Include a short description of how your company started, and provide a timeline of milestones your company has achieved.
If you are just starting your construction business, you may not have a long company history. Instead, you can include information about your professional experience in this industry and how and why you conceived your new venture. If you have worked for a similar company before or have been involved in an entrepreneurial venture before starting your construction firm, mention this.
You will also include information about your chosen construction company business model and how, if applicable, it is different from other companies in your industry.
The industry or market analysis is an important component of a construction company business plan. Conduct thorough market research to determine industry trends and document the size of your market. Questions to answer include:
- What part of the construction industry are you targeting?
- How big is the market?
- What trends are happening in the industry right now (and if applicable, how do these trends support the success of your company)?
You should also include sources for the information you provide, such as published research reports and expert opinions.
This section should include a list of your target audience(s) with demographic and psychographic profiles (e.g., age, gender, income level, profession, job titles, interests). You will need to provide a profile of each customer segment separately, including their needs and wants.
For example, a construction company business’ customers may include:
- Businesses (e.g., office complexes, restaurants, retail stores)
- General contractors
- Other construction companies
As you conduct your customer analysis, keep in mind that your target customers may not be aware of your company or product right away. You will need to have a marketing strategy to reach them and get them interested.
You can include information about how your customers make the decision to buy from you as well as what keeps them buying from you.
Develop a strategy for targeting those customers who are most likely to buy from you, as well as those that might be influenced to buy your products or construction company services with the right marketing.
The competitive analysis helps you determine how your product or service will be different from competitors, and what your unique selling proposition (USP) might be that will set you apart in this industry.
For each competitor, list their strengths and weaknesses. Next, determine your areas of competitive differentiation and/or advantage; that is, in what ways are you different from and ideally better than your competitors.
This part of the business plan is where you determine and document your marketing plan. . Your plan should be clearly laid out, including the following 4 Ps.
- Product/Service : Detail your product/service offerings here. Document their features and benefits.
- Price : Document your pricing strategy here. In addition to stating the prices for your products/services, mention how your pricing compares to your competition.
- Place : Where will your customers find you? What channels of distribution (e.g., partnerships) will you use to reach them if applicable?
- Promotion : How will you reach your target customers? For example, you may use social media, write blog posts, create an email marketing campaign, use pay-per-click advertising, launch a direct mail campaign. Or you may promote your construction company business via word-of-mouth.
This part of your construction company business plan should include the following information:
- How will you deliver your product/service to customers? For example, will you do it in person or over the phone only?
- What infrastructure, equipment, and resources are needed to operate successfully? How can you meet those requirements within budget constraints?
The operations plan is where you also need to include your company’s business policies. You will want to establish policies related to everything from customer service to pricing, to the overall brand image you are trying to present. Finally, and most importantly, in your Operations Plan, you will lay out the milestones your company hopes to achieve within the next five years. Create a chart that shows the key milestone(s) you hope to achieve each quarter for the next four quarters, and then each year for the following four years. Examples of milestones for a construction company business include reaching $X in sales. Other examples include hiring a certain number of employees, signing up a certain number of customers, or completing a certain number of projects.
List your team members here including their names and titles, as well as their expertise and experience relevant to your specific construction industry. Include brief biography sketches for each team member. Particularly if you are seeking funding, the goal of this section is to convince investors and lenders that your team has the expertise and experience to execute on your plan. If you are missing key team members, document the roles and responsibilities you plan to hire for in the future.
Here you will include a summary of your complete and detailed financial plan (your full financial projections go in the Appendix). This includes the following three financial statements:
Your income statement should include:
- Revenue : how much revenue you generate.
- Cost of Goods Sold : These are your direct costs associated with generating revenue. This includes labor costs, as well as the cost of any equipment and supplies used to deliver the product/service offering.
- Net Income (or loss) : Once expenses and revenue are totaled and deducted from each other, this is the net income or loss.
Sample Income Statement for a Startup Construction Company
Include a balance sheet that shows your assets, liabilities, and equity. Your balance sheet should include:
- Assets : All of the things you own (including cash).
- Liabilities : This is what you owe against your company’s assets, such as accounts payable or loans.
- Equity : The worth of your business after all liabilities and assets are totaled and deducted from each other.
Sample Balance Sheet for a Startup Construction Company
Cash Flow Statement Include a cash flow statement showing how much cash comes in, how much cash goes out and a net cash flow for each year. The cash flow statement should include:
- Cash Flow From Operations
- Cash Flow From Investments
- Cash Flow From Financing
Below is a sample of a projected cash flow statement for a startup construction business.
Sample Cash Flow Statement for a Startup Construction Company
Finish with an appendix section which will include:
- Your complete financial projections
- A complete list of your company’s business policies and procedures related to the rest of the business plan (marketing, operations, etc.)
- Any other documentation which supports what you included in the body of your business plan.
Writing a good business plan gives you the advantage of being fully prepared to launch and/or grow your construction company. It not only outlines your business vision but also provides a step-by-step process of how you will accomplish it.
A well-written business plan is an essential tool for any construction company. The tips we’ve provided in this article should help you write a winning business plan for your construction company.
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