In the construction world, where competition is high, marketing your business is essential. It is not only about posting pictures of accomplished projects but also about consistent marketing efforts to attract clients.
Your business needs a well-thought-out construction marketing plan so that you can follow and alter it according to the results.
As a construction business owner, you’re busy with projects. Making a marketing plan might seem tough, but we’re here to help. Our guide will make it easy for you to create a plan that boosts your presence in the industry. Let’s get started!
What is a Construction Marketing Plan?
A construction company marketing plan highlights the strategies that construction companies use to promote their products or services. It enables them to connect with potential clients and win their loyalty.
It also describes the steps you will take over a specific period to expand your construction company. It includes objectives, financial options, and plans for both digital and traditional marketing.
In short, it serves as a guide for what you need to accomplish over the upcoming quarter or year.
So, we have brought this step-by-step guide on how to write a marketing plan for a construction company for you:
Writing a Construction Marketing Plan: A Step-by-Step Guide
1. Identify Your Target Audience
Start understanding your target audience by gathering some basic information about them, like their age, location, gender, income, and job.
After having the basic knowledge, dig deeper into their lifestyles, values, and interests. Also, find out which area and type of construction (residential or commercial) they prefer.
Knowing your target customers’ behavior and pain points is necessary while planning strategies.
Some of the questions you can ask are:
- What are they interested in commercial, residential, or industrial construction projects?
- Are there any architectural styles they prefer?
- What is the average age, income, and gender of your customers?
- What is their budget?
- What size of projects are they looking for?
Knowing this will help you communicate the right message to your target market.
You can even run surveys to learn more about what they like and dislike on various social media platforms. This way you will get your ideal consumers.
For example, your ideal customers can be:
- Homeowners of suburb areas
- Medium size businesses looking for their own space
- Government agencies
- Large companies planning to expand
Understanding your target audience helps you focus your marketing efforts, resulting in more conversions.
2. Conduct a SWOT and Competitive Analysis
Performing competitor and SWOT analysis is necessary, as it provides a clear understanding of your brand’s strong points.
It will help you know your strengths like quality materials and working before deadlines, weaknesses such as financial constraints or lack of innovation, threats like economic downturn or supply chain disruptions, and opportunities like green building or market expansion, etc.
On the external front, if you know everything about your direct competitors, it is easy to identify your USP and work on strategies accordingly.
Some of the questions to ask while conducting competitor analysis:
- Who are your primary competitors?
- What services do they offer?
- What is their pricing strategy?
- What is their market share?
- What technology or innovation do they use?
- How do they handle safety and compliance?
- What are their strengths and weaknesses?
- How do they handle their projects and timelines?
By combining the results of both analyses, you can create a great construction marketing strategy that focuses on your USP.
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3. Properly Position Your Construction Business
Brand positioning for a construction company is like deciding what makes your company special in the construction world. It is mostly to know why customers should choose you over other companies.
First, understand who your main customers are, like homeowners or businesses. Then, create a clear and memorable message that tells people why they should pick your company using your USP. Post this message on all the platforms including your website and social media.
Remember to share good reviews and show the quality of your work on all the marketing channels.
Thus, brand positioning in the industry is about knowing how your company stands out from the rest of the competitors.
4. Determine Your Marketing Objectives
Before you start marketing, do not forget to set SMART goals for your business (specific, measurable, achievable, relevant, and time-bound). As it will help you understand what is working and what is not.
Here are some common primary goals for construction companies:
Increasing brand awareness
To increase your brand awareness, you can do content marketing, online advertisements, PRO, etc. Increasing brand awareness ensures your brand reaches a wider audience. You can set an objective of improving awareness by 40% in this quarter and then work on it.
More qualified leads will bring in more conversions for your construction business, thus aim to generate more leads. You can set a goal to increase your leads by 10% this month through targeted marketing, website optimization, content marketing, etc.
Improve conversion rates
To improve the conversion rate, targeted marketing campaigns and constant efforts are necessary. You can set an objective of improving the conversion rate by 5% this month and work on that.
Each of these goals should be time-bound with a deadline; for example, you might set the target for 6-12 months or 1 quarter.
These goals provide a clear roadmap for your construction brand’s success, enabling you to track progress and celebrate every achievement.
5. Develop a Construction Marketing Strategy
In this competitive construction industry, converting potential customers into existing ones needs strategic tactics. So, the next step is to mention your marketing tactics for your construction business.
Invest in Search Engine Optimization
One of the best ways to reach potential clients is to develop a website. But to make your website work, you will need to do Search engine optimization.
In today’s world, 95% of consumers check reviews before making any purchasing decision. Hence, it is one more reason to optimize your website and gain reviews.
Here are some tips to follow:
- Figure out the words (keywords) that you want your construction company to show up for in search engines
- Use descriptions for images on your website
- Keep adding new and useful information regarding construction to your website
- Check that there are no broken links or error pages on your website
- Write clickable meta descriptions for each page of your website
Apart from this, do not forget to work on your SEO for local searches like “construction company near me”. For this keep in mind,
- You have your business listed on Google My Business with accurate information
- Ask your previous customers to write reviews which might help potential clients make a decision
- Create content that is specific to your area
By doing all of this, Google will notice your website more, and more people will find your services quickly.
Social Media Marketing & Advertising
One of the mistakes construction companies make is avoiding social media. To stand out, make sure your business is on trendy social media platforms to reach a broader audience.
Only posting is not enough, paid advertising and social media marketing are necessary too.
Social media marketing: It is about posting, engaging with customers, and putting up stories, in short, every unpaid activity comes under marketing.
Social media advertising: It is about paid advertising, targeted advertising, generating leads, influencer marketing, and more about paid activities.
Create Google Local Service Ads
Google Local Service Ads (LSAs) are a fantastic choice for your construction business. These ads focus on local customers looking for services like yours, like “construction company near me.”
Setting up LSAs AKA Pay Per Click involves getting the Google Guaranteed Badge through checks and creating or updating your Google My Business (GMB) profile.
You specify your services, choose your service areas, and set your budget. Craft a compelling ad with visuals and encourage happy customers to leave reviews on your GMB profile.
Manage incoming leads efficiently through Google’s dashboard, and keep an eye on how your ads are doing. Adjust your strategy based on metrics like lead volume and cost per lead.
The advantage of these LSAs is that you only pay per click and get leads according to the clicks, so no extra expenses.
LSAs are a powerful tool to connect with local customers actively looking for construction services, making them a game-changer for your construction marketing plan.
Print advertisements, radio commercials, or direct mail are some of the traditional advertising channels.
In the trend for digital advertisements do not forget traditional advertising, because it will help you reach 100% local clients.
It also helps you build trust and credibility with the local public due to your physical presence. Apart from that, participating in local events will help you build a community and gain recognition.
6. Determine Your Marketing Budget
Before making any budget, determine all the marketing tools you are going to use.
Allocate almost $500-$2,000 or more for marketing. This average marketing budget will differ based on factors like location, type of construction services, marketing campaigns, etc.
Think about your initial marketing objective; do you want a buzz for your new business or want to increase sales? Because your goals will be the deciding factor for the budget.
Apart from goals, the type of marketing also affects the budget. For example, email marketing or social media are cheaper than print marketing.
Remember, your marketing budget is like the quality materials you use in your construction projects; it strengthens the foundation of your construction business’s success.
Remember it’s necessary to set a reasonable budget for marketing to avoid overspending or spending without goals.
7. Implement Construction Company Marketing Strategies
Once your marketing plan for your business is ready, it is time for implementation.
Proper implementation is necessary, whether it is digital or traditional marketing, or launching a construction website.
First, break down your plan into smaller tasks, then implement everything according to the marketing calendar only.
Implementing strategies ensures that your marketing efforts don’t stay on paper but reach your target audience. This step also helps you connect with customers, create buzz, and build excitement.
For example, if you’re introducing a new service or finishing a big project, it’s the execution that will tell people about it through social media, ads, and emails.
Additionally, successful implementation lets you measure the success of your overall marketing strategy. Let’s see how monitoring works.
8. Monitor the Success of Your Marketing Plan
Monitoring the success of your marketing plan ensures that everything is turning out just right.
This step is incredibly important because it lets you see if your efforts are paying off and helps you make necessary adjustments.
Firstly, monitoring allows you to track your goals. If your goal was to improve conversion rates by 5%, you could check how close you are to your target. Additionally, it helps you identify what’s working and what’s not.
For example, you can see if your posts are getting more engagement than email marketing or if digital marketing efforts are paying off more so you can adjust your focus accordingly.
Moreover, the construction industry is dynamic, with trends and preferences continuously shifting. So, if you notice any sudden change, measuring the results will help you alter the plan accordingly.
To sum up, a well-written construction business marketing plan along with a comprehensive business plan is the secret ingredient of a successful business.
You can streamline your planning process without any fuss with the help of business plan software.
Thus, don’t miss out on the opportunity to make your construction company a standout success. Invest time and effort into crafting a solid marketing and business plan today, as your business’s future success depends on it.