Before You Get to Marketing, Start on Your Digital Marketing Strategy!
Before you travel to another city, you always ensure that certain things are planned, such as where you will stay, how you will get there, what to take with you and what you will do after going there. Planning in advance will ensure that you are prepared and don’t waste time or money. Similarly, before you start marketing your construction business, you need to develop a construction marketing strategy.
Having a strategy in place will allow upper management to make decisions that will benefit the overall business. Allocation of resources like time, workforce, and money can be effectively done. It also makes productivity higher since resources won’t be wasted on campaigns or projects that will bring small returns.
What Is A Marketing Strategy?
All the online and offline activities involved in helping a business meet its short-term and long-term sales goals comprise a marketing strategy. Your strategy will make or break your business. It will help you develop goods and services that pertain to your target audience, with high profit-making potential. And to ensure that you make more sales, your strategy will help you decide the best way to allocate resources and time.
How to Create A Construction Marketing Strategy
With some time and effort, you can create a killer construction marketing plan for your business. Going forward with a strategy will help prevent simple marketing mistakes and ensure that you don’t have to course-correct while your campaigns are running. Here are the steps that should be followed to create your construction marketing strategy:
1. Come up with SMART goals
When you set your goals, ensure that they are SMART – specific, measurable, attainable, relevant, and time-bound. Specific goals allow you to answer the popular “w” question like WHO can help accomplish your goals, WHAT exactly your goals are, WHEN you will be able to meet your goals, WHICH goals are important, and how you will fulfill all of them, and WHY these goals exist. To measure your goals, you need to decide what metrics you want to track. Then you need to decide how these goals will be attained. Ensure that they are all relevant and make sense for your business. And finally, create a timeline for your goals with target dates for both big and small tasks to help you meet them.
2. Conduct a SWOT analysis
Run a SWOT analysis for your construction company to identify your strengths, weaknesses, opportunities, and threats. Your strengths are what set you apart from the competition (a strong brand, loyal customer base, or unique technology) while your weakness are areas that you need to improve in (a weak brand or average turnover). Opportunities are factors that will give you a competitive advantage (expanding into new markets), while threats are factors that can harm your business (rising material cost, increasing competition). SWOT analysis works best when you combine external data and internal data from diverse voices within your organization to get an overall picture.
3. Figure out your value proposition
Your value proposition should make use of the strengths that you identify in your SWOT analysis. It is the value that your business promises to deliver to your prospects if they pay for your products or services. It also informs them as to why they should choose you over your competitors and what benefits you provide. You don’t need to invest millions of dollars into your marketing strategy to put your business out in front of your prospects. Instead, work on creating a value proposition that addresses your prospects’ main problem and lets your prospects connect to it, describe the benefits of your offerings, and differentiate yourself from competitors who are providing the same offerings.
4. Identify your target customer
Before you develop your marketing strategy, you need to identify to whom you are marketing. Use the data you collect to create buyer personas so that you market only to people who are interested in your offerings. Your personas should be more than just a broad list of demographics. You should try to create the profile of a fully formed person with an age range, income, education level, interest, buying motivations, and job title. These personas will later aid you with your marketing, advertising, and content efforts.
5. Research your competitors
If you were the only construction business out there selling your products and services, you would have no need to spend money on marketing. But because you have competitors, you will have to research about them. By analyzing your competition, you will get an idea of what they are doing and identify their strengths and weaknesses. If they are doing something better, you can modify it to fit your business. You may even find untapped opportunities and make use of them to benefit your construction company.
6. Use the right channels
There are various marketing channels through which you can reach your target audience. Traditional marketing channels include billboards, newspaper ads, and television commercials. Modern marketing channels include content marketing, search engine optimization (SEO) pay-per-click (PPC), your website, email marketing, and social media. While it may be extremely tempting to follow a scattergun approach, you may end up losing lots of money and time by using channels that don’t work.
With your strategy in place, the last thing you will need to do is monitor your campaigns to see how they perform. If you are not getting positive results, you will need to look at your strategy again, or make tweaks to your campaign. Digital marketing for construction companies is not hard if you can put in the time and money to first develop a construction marketing strategy. By having a plan in place, there will be very few changes that you will need to make to your marketing efforts later. And it will be easier to course correct and make tweaks as well.
CMGurus is a digital marketing for construction industry. We have an expert team that handles digital marketing for construction companies. For construction businesses looking to develop a marketing strategy, you don’t need to look any further than us!