construction business plan marketing strategy

Construction Marketing: 12 Strategies to Grow Your Business 

• AEC Marketing
• Marketing Technology

Posted by: Cinthya Soto

In an industry as competitive as construction, standing out requires more than just quality craftsmanship—it demands a robust marketing foundation. Implementing the right marketing strategies is necessary to support business growth. 

However, getting started or revamping your marketing strategies can be an overwhelming and difficult task, especially in the construction business. That’s why we’ve created this guide—to map out everything there is to know about construction marketing. 

In this blog, we’ll teach you how to market a construction company by guiding you through the different marketing strategies and tactics designed to elevate your brand and attract the clients that drive success. 

What Is Construction Marketing and Why Is It Important? 

Construction marketing is the strategic planning and execution of communication and outreach efforts for a company or firm within the construction industry. This can include residential, commercial, or industrial building services, as well as infrastructure development. The main goals of construction marketing are to build brand awareness, generate leads, nurture client relationships, and ultimately secure contracts for construction projects. 

So, why is construction industry marketing important? According to Finances Online, the worldwide construction industry is experiencing significant growth and is expected to hit the $8 trillion mark by 2030 . A considerable portion of this expansion has been taking place in the United States, which is anticipated to continue upward. 

Given this growing volume of professionals working within the construction sector, it’s the perfect moment (and a necessity) for construction firms to launch comprehensive marketing tactics. 

Construction marketing is important because it directly influences a company’s ability to secure new business and grow. In an industry saturated with competitors offering similar services, a well-crafted construction marketing strategy can set a company apart, showcasing its unique skills, advanced technologies, and successful projects. 

Through targeted campaigns, customer testimonials, and a strong online presence, construction firms can build a reputation for reliability and quality, which is invaluable for winning bids and contracts. 

Challenges Construction Companies Face When Growing 

The market is often crowded, with many construction firms competing for the same projects. You want to win more business , but differentiating your services and value proposition from competitors can be difficult. 

If you can make yourself stand out from the competition, you still have to continue building and maintaining a solid client base. This requires effective marketing and relationship management. Therefore, as your company grows, sustaining high levels of customer satisfaction and repeat business can become more challenging. 

Here are some common marketing challenges construction companies may face: 

• Need for more marketing knowledge within the company.
• Limited resources dedicated to developing digital marketing initiatives.
• Mistakenly confusing marketing with selling. 
• The engineering mindset, which prioritizes production as the business’s central focus, overshadows other practices. 

Additionally, technological adaptation remains a challenge in the construction industry. One of the most challenging issues facing the construction industry is its reluctance to embrace new technologies. 

Digital innovations such as Building Information Modeling and 3D Printing have the potential to simplify the work of construction professionals significantly. This integration of such cutting-edge technologies can also enhance safety for both workers and contractors on-site. 

However, incorporating new construction technologies for better efficiency and competitive advantage requires investment and training. Therefore, even when construction companies do recognize the potential advantages of these technological solutions, from design through to execution, securing the necessary funding often proves to be an obstacle. 

Although there is a clear need for digital advancement, the construction industry continues to stay behind other sectors in embracing digital transformation .  

The Benefits of Construction Marketing

Now that we’ve looked at some of the marketing-related challenges construction firms may face, let’s take a look at the benefits construction marketing can bring to your firm. 

Different marketing benefits make up the marketing funnel for growing your construction business. While building trust and credibility is necessary throughout every stage of the funnel, each stage (from top to bottom) also focuses on a specific benefit. 

As seen below, in the “Awareness” stage, you want to focus on brand awareness, in the “Consideration” stage, you want to focus on sourcing qualified leads, in the “Purpose” stage, you want to focus on closing more deals, and in the “Loyalty” stage, you want to focus on customer retention. 

Builds Trust and Credibility 

In the marketing funnel, trust and credibility are elements that apply to each stage of the funnel because of their importance throughout the entire marketing process. In the construction industry, trust is the cornerstone of success; only businesses that earn trust will consistently land bigger projects. 

Establishing a trustworthy reputation is crucial for a construction business. It influences whether a potential client will choose your services or choose a competitor. Marketing plays a pivotal role in shaping your brand’s reputation, including aspects such as the quality of your work and how you take care of your customers.

One way to build trust and establish credibility? Content. Creating high-quality blogs and video content helps build company credibility. Besides blogs and video content, you should also leverage testimonials from satisfied customers to improve your brand’s credibility. Testimonials stand as the top case studies of success. Satisfied customers showcase the benefits your construction services have brought to their projects. 

A well-executed marketing strategy in the construction sector helps establish a firm’s reputation as a reliable and professional entity. This foundation of trust is crucial in an industry where projects often involve significant financial commitments and safety considerations. 

Growing Awareness With Target Audience 

Effective marketing increases a construction company’s visibility among its desired customer base. Through targeted advertising, SEO-optimized content, and a strong social media presence, firms can highlight their expertise and services to those most likely to need them. As brand awareness grows, so does the likelihood of securing new projects. 

Engage your target audience by tailoring marketing strategies to suit their preferences, behaviors, and specific project requirements. By directly addressing the needs of these prospective clients, you’re more likely to capture their interest and increase the chances that they’ll use your services. 

The advantage of using social platforms like Facebook and Instagram lies in their highly specific targeting capabilities. The initial step when leveraging these platforms should be to define the geographic location you want to reach. 

Following location targeting, dig into the demographics (income, interests, behaviors, etc.) of your target audience. You may find that you have multiple target audiences, and it could be beneficial to craft different campaigns that resonate with each group. There are many choices at your disposal, so experiment to discover what is effective. This will lead to engagement directly with your intended audience and securing additional projects via social media. 

Another method to enhance your visibility is by optimizing your online presence, starting with the creation of your Google My Business (GMB) profile. GMB is Google’s designation for your business listing on their platform. Establishing your GMB and maintaining active social media accounts ensures that prospective clients can easily locate you on the internet. 

Source Qualified Leads for Sales 

A qualified lead is a prospective customer who has been identified as meeting certain criteria that suggest they have a higher likelihood of becoming a customer. Typically, a qualified lead has been evaluated based on their demographic information, behavior, engagement with your business, or their specific need for your product or service. These leads are usually generated by the marketing team and then assessed by the sales team for potential conversion. 

Marketing efforts, especially those geared towards digital platforms, can generate high-quality leads by engaging potential clients through various stages of the sales funnel. These marketing efforts extend beyond simply boosting lead generation for construction companies; they enhance the quality of those leads. 

Such qualified leads are further along in the sales funnel compared to other leads. They possess a certain level of awareness about your construction firm and are closer to deciding on a purchase. These leads require less nurturing, potentially leading to quicker conversions and more wins for your company. 

By employing strategies like digital content marketing that answer client questions and showcase thought leadership, construction firms can attract leads who are already interested in the kind of services they offer, making the sales process more efficient. 

Close More Deals 

As your construction business starts to draw in more qualified leads secures higher customer retention, and strengthens its brand, you’ll see an increase in sales. Consistency in marketing efforts is key to keeping this positive trend going. 

With a strong marketing strategy, closing deals becomes a more streamlined process. Marketing materials and campaigns that clearly communicate a company’s value proposition can persuade prospects to choose one firm over another. 

Moreover, leveraging tools like Digital Asset Management (DAM) software can enhance this benefit further. How? Well, it’s simple— Centralize AEC assets. Create more proposals. Win more business. With DAM for construction , you can make the construction proposal process simpler, faster, and more successful by closing more deals. 

Increased Customer Retention 

Marketing doesn’t end with a closed deal. Continuous engagement and post-project follow-ups can turn one-time clients into repeat customers. Engaging with customers contributes to their continued loyalty. 

Moreover, as customers come to trust the consistent quality of your construction business, their loyalty to your brand grows. This heightened trust can make them more inclined to recommend your company to friends, colleagues, or relatives. Good marketing ensures customers feel valued and informed long after the initial sale, enhancing loyalty and encouraging word-of-mouth referrals. 

Construction marketing can include creating newsletters, conducting satisfaction surveys, and providing maintenance tips, which keep your company in the client’s mind for future projects. A deeper understanding of your customer’s requirements, as informed by your buyer personas , will lead to the creation of more refined and satisfying customer experiences. 

Construction Company Marketing Strategies and Tactics 

Effective AEC marketing best practices are essential for construction companies wanting to carve out a significant presence in the competitive construction industry. A multi-faceted approach that leverages marketing strategies and tactics can help a company attract new clients, engage with current ones, and build a brand that’s synonymous with quality and reliability. 

If you’re wondering how to market a construction company, here are 12 essential construction marketing ideas you should be implementing: 

1. Build an Optimized Website 

Your website serves as a crucial marketing hub for your construction business. For construction companies, a website serves as the digital storefront, offering a first impression that can either build interest or drive potential clients away. 

With 81% of consumers going online to investigate local businesses, a website becomes the digital face of your company and is imperative for its success. Lacking the online presence of your construction website means you’ll be missing from search engine results when prospective clients are on the search for your services. 

Additionally, remember the importance of trust we discussed earlier? Well, a significant 26% of U.S. consumers don’t trust companies without a website, yet 45% of small businesses still don’t have one. 

The cornerstone of any digital marketing strategy today is a well-optimized, user-friendly website. Quality design is essential, ensuring easy navigation with a well-structured menu that guides visitors to the information they’re seeking. Strategic use of calls-to-action (CTAs) can direct visitors towards contacting the company, requesting a quote, or viewing past projects, which moves them down the sales funnel. 

Successful construction websites are more than aesthetic appeal; they actively encourage visitors to engage and initiate business with you. An effective website will combine aesthetic appeal with functionality, providing a foundation for the various elements that inform and engage visitors. 

Consumers frequently visit a business’s website to learn more about the company before interacting with them. An optimized website includes the following: 

About Page 

The “About” page is where a construction company can share its story, mission, and values. This section showcases what sets your business apart, spotlighting your company’s story and the core principles you uphold. It humanizes the company, introduces the leadership team, and details the firm’s history and achievements. 

This page can forge a connection with the audience by conveying the company’s commitment to quality, safety, and customer satisfaction.

Services Page 

Clear and comprehensive “Services” pages are crucial. They should outline the full range of services offered, from initial design and planning to construction and post-construction follow-up. 

Each service can be detailed with sub-pages that delve into the specifics of what the company offers, setting clear expectations for potential clients. This is a great way to inform your readers about what you offer. 

Portfolio Page 

A “Portfolio” or “Projects” page acts as a showcase of the company’s capabilities and skills. High-quality images or videos of completed projects and past work allow potential clients to visualize the type of work the company produces. Including a range of projects from your best work that demonstrates versatility and experience. 

Blogs 

A regularly updated “Blog” page or “Resource Center” can provide valuable insights into the construction industry, offer advice, and highlight trends. It’s also a tool for improving SEO rankings by incorporating keywords that potential clients might use to find construction services. A blog positions the company as a thought leader and a reliable source of industry knowledge. 

Content marketing is about providing valuable, relevant information on your construction website. When consumers search for solutions to their questions, they’re attracted to your site through SEO-optimized web copy or blog posts. As visitors gain familiarity with your brand and the services you provide, they may transition from casual viewers to paying clients. 

Case Studies and Testimonials 

As mentioned earlier, case studies and testimonials are powerful forms of social proof that build trust and credibility. Detailed case studies highlight particular projects, the challenges faced, and how they were overcome, showcasing the company’s problem-solving abilities. Testimonials from satisfied clients add a level of trust and personal recommendation that can be persuasive to prospects. 

Gallery Page 

A “Gallery” page is ideal for showing pictures and videos that display your firm’s most impressive work. Filled with high-resolution images, this allows visitors to quickly see the extent of a company’s experience and quality. A well-organized gallery with categorized projects makes it easy for users to find relevant examples of the company’s work that align with their needs. 

Contact Page 

Finally, a “Contact” page is necessary. It should provide multiple ways for a potential client to reach out, including a phone number, email address, contact form, and possibly a live chat feature. 

The page can also include the physical address of the company’s office, a map, and even a FAQ section to address common inquiries. This page must be simple, intuitive, and function flawlessly to encourage connections and lead generation. 

2. Social Media Marketing and Paid Social Media Advertising

In the digital age, social media marketing has become an indispensable tool for construction companies to reach and engage with their target audiences. It offers a dynamic platform for organic interaction and paid advertising, each serving distinct purposes within a comprehensive marketing strategy. 

Organic Social Media Marketing 

It’s no secret that social media is rapidly emerging as a highly effective digital marketing tool across various industries. These widely used platforms offer construction companies a direct line to potential clients, presenting a significant chance to establish trust with a targeted following. 

Organic social is about authenticity and creating conversations, which can be crucial for building long-term brand loyalty and engaging with potential clients. It focuses on building and nurturing relationships with your audience without direct costs. 

By posting regular updates, photos from construction sites, behind-the-scenes looks at projects, and sharing industry-related content, and more high-quality content, a construction company can grow its brand presence and establish a community around its work. 

Additionally, social media serves as a strong referral tool, enabling followers to effortlessly share the content and pages of construction companies with their online networks. It also allows you to showcase your outstanding customer service by quickly answering messages and comments from customers. 

Moreover, professional networking websites provide an excellent opportunity for large-scale construction firms to engage with businesses looking for project proposals and to join an online community of prospective vendors. 

Paid Social Media Advertising 

With social media, you can engage specific niches through targeted posts and social advertising. 

While organic reach is vital, it can be limited by the platform’s algorithms. This is where paid social media advertising comes in. One of the best features of social platforms such as Facebook and Instagram is their ability to allow highly precise targeting.

Construction companies can use paid ads to target specific demographics, such as businesses in need of construction services. 

Paid campaigns can be designed to increase brand visibility, promote special offers, or drive traffic to a website or landing page. They offer advanced tracking and analytics, enabling companies to measure ROI and adjust campaigns for maximum effectiveness. 

Both organic and paid social media play crucial roles in a construction company’s marketing strategy. Organic efforts help establish a foundation of trust and industry authority, while paid advertising can quickly amplify reach and generate leads. 

By balancing the two, a construction company can create a powerful social media presence that supports both short-term and long-term business goals. 

3. Gain Qualified Leads With PPC and Google Ads 

PPC (Pay-per-click), also referred to as Paid Advertising, is an extremely efficient method to ensure your business reaches the appropriate audience and generates a greater number of qualified leads. 

With PPC, you only pay when a viewer actively interacts with your advertisement, which means you can optimize your marketing spend while increasing the efficiency of your lead generation efforts. 

Moreover, Google Ads, specifically, is highly beneficial for its robust targeting capabilities. Construction companies can create ads focused on specific keywords that potential clients might use when looking for construction services. This precision allows for the company’s ads to appear to users who have a high intent of hiring a construction service, thus increasing the likelihood of the ad converting into a lead. 

Furthermore, Google Ads provides flexibility in budgeting, allowing construction companies to start small and scale up as they begin to see the return on their investment. The nature of PPC— only paying when someone clicks on your ad— makes it a cost-effective strategy for many businesses. 

Additionally, Google Ads’ detailed analytics helps marketers understand which keywords and ads are performing well, enabling them to optimize their campaigns for better results continuously.

Incorporating PPC and Google Ads into a construction company’s digital marketing strategy can significantly increase the chances of reaching the right audience at the right time, driving traffic, and ultimately, generating more leads and sales. It’s an invaluable tactic for companies that want to gain a competitive edge in the digital space and see a direct impact from their marketing investments. 

4. Leverage Video Marketing 

Video marketing is a compelling way for construction companies to showcase their expertise, projects, and company culture. In fact, research shows that incorporating video leads to a 157% boost in organic traffic from search engine results pages (SERPs) for businesses. 

Considering the stunning outcomes of construction projects, it makes sense to showcase them through captivating video content. By showing off your best building knowledge and skills through video, you position yourself and your business as a reliable and trusted industry expert. 

Additionally, video content can be used across multiple platforms, including the company’s website, social media, and newsletter, making it a versatile tool to increase engagement and reach. 

Here are just a few construction marketing ideas of what you could do with video content: 

• Video tours of completed construction projects 
• Live Q&As 
• Webinars 
• Time-lapse video of the construction process
• Demonstrate available services and/or products 
• Explain processes 
• Company culture video 
• Case study videos of your successful projects
• Client testimonials 
• “About Us” video 

By leveraging video content, from time-lapse footage of projects to interviews with key personnel, companies can give a dynamic and engaging perspective of their processes. 

Moreover, video content serves as an excellent way to improve your brand personality. This approach can make your company more relatable and assist in having a stronger, more engaged audience.

5. Engage Clients through Email Marketing

Email marketing remains one of the most effective channels for direct communication with clients. Email is a versatile tool for reaching out to potential and existing customers at different points in the sales process. 

The material you distribute through email should be both engaging and informative, addressing the questions and doubts of potential leads and leading them further along the sales funnel. 

Simultaneously, it’s crucial to maintain the interest of long-term clients with compelling newsletters and exclusive perks that reward their continued loyalty, ensuring they look forward to your emails. 

For construction companies, sending out a regular newsletter can keep subscribers informed about recent projects, company news, and industry insights.

Newsletters are a great way to stay in touch with both old and new clients through regular updates on projects and insights into the construction industry. It’s also an opportunity to nurture leads with personalized content and updates, which can guide potential clients through the buyer’s journey. 

Utilizing email marketing not only keeps your clients involved but also leads to brand loyalty. A well-crafted email campaign can drive traffic to the website, enhance customer retention, and increase brand loyalty. 

6. Optimize Visibility With SEO 

Search Engine Optimization (SEO) is critical for construction companies to improve their online visibility and attract more organic traffic. 

According to Backlinko , only 0.63% of users searching on Google will go to the second page of results. Therefore, your construction website needs to achieve a ranking as high as possible in search results. 

Essentially, your business should appear on the first page of Google search results when someone looks up construction companies or contractors in your area. To boost the SEO ranking of your construction firm, start prioritizing the following elements:

• Creating high-quality backlinks
• Writing meta descriptions
• Implementing internal linking 
• Conducting keyword research
• Developing content based on specific keywords
• Enhancing image optimization 
• Combining or removing repetitive content 
• Refreshing and updating old content 

To improve your position in SERPs and increase organic traffic to your website, think about conducting an SEO audit, particularly if you’re facing challenges in these areas.

By optimizing website content with relevant keywords, maintaining a mobile-friendly site, and producing regular, quality content, companies can rank higher in search engine results pages (SERPs). This increased visibility often translates into more website visits, inquiries, and, ultimately, conversions.

Local SEO 

Local SEO is particularly important for construction firms looking to attract business within a specific geographic area. It’s a more centralized approach to SEO. Conducting local keyword research and creating content tailored to your regional audience is recommended. 

By optimizing for local search terms, maintaining accurate and complete Google My Business (GMB) listings, and garnering local backlinks, companies can improve their visibility to nearby customers who are likely to require their services. 

7. Building Trust with Customer Reviews and Testimonials 

As we mentioned earlier in the blog, a great way to build trust is through customer reviews and testimonials. Your construction firm may include positive customer reviews on your websites, social media pages, or email campaigns to establish the quality of your work and a high level of customer satisfaction. A great testimonial is showing before and after pictures of your previous projects. 

Potential clients may rely on these reviews to make informed decisions for their construction needs, and highly visible, positive testimonials could influence their choice of company. 

Customer reviews and testimonials are incredibly influential for potential clients making hiring decisions. Encouraging satisfied customers to leave positive reviews on platforms like Google, Yelp, and social media can significantly boost a company’s reputation. Featuring these testimonials prominently on the company website can further solidify trust and credibility and play a significant role in guiding consumers’ decisions when selecting a contractor. 

8. Feature Your Employees in Marketing Materials 

Developing an employee spotlight page is an effective approach to building your brand. Highlighting employees through marketing materials adds a personal touch to your company’s brand image. This makes your company appear more relatable to your audience, which in turn builds trust. 

Featuring your employees offers an inside look at your company’s culture and the principles of your team members, building a sense of value and inclusivity among your employees while also giving viewers a glimpse into the heart of your brand. 

Keep in mind that the primary objective of an employee spotlight is to highlight your company’s work culture and environment. As we touched on earlier, a great way to do this is through video! Videos can include team and workplace culture videos or videos discussing your company’s core values. 

Sharing stories, accomplishments, and day-to-day experiences of employees not only demonstrates the company’s investment in its team but also humanizes the brand. This strategy can resonate with potential clients and improve employee morale, serving as a recruitment tool as well.

You’ll also want to select the best employees for a project and include their resumes in your RFP responses . This will help the potential client get a better understanding of the chosen team for the project. 

However, you already have to worry about marketing efforts and creating winning proposals , which is why you need DAM software . OpenAsset lets you create resumes at speed , so you can focus on what matters— growing your construction business. 

TIP: Want to know how OpenAsset can streamline resume creation at your AEC firm? Read our Taylor Australia Case Study now. 

9. Expand Reach with Co-Marketing and Partnerships 

By engaging in co-marketing and partnerships, construction companies can tap into new audience segments. Forming partnerships with like-minded businesses for community events, joint promotional campaigns, and advertisements enables construction companies to connect with potential clients who might have been out of reach otherwise. 

Construction companies typically collaborate with brands that provide complementary services but are not direct competitors, have a big audience, and offer mutual benefits through the partnership. You can partner with local architects, designers, and suppliers to expand your network and introduce your services to a broader audience. 

Co-marketing or partnership marketing can be an effective way for construction companies to expand their reach. By partnering with other businesses or industry influencers, companies can tap into new audiences, share resources for marketing campaigns, and increase their market presence. These partnerships can be especially beneficial for specialized projects or when entering new markets. 

10. Educate Your Audience With Content Marketing 

Content marketing helps construction companies to establish thought leadership and keep their audience engaged. The objective of this content is to deliver value to your audience. However, this will require keyword research to find out what your target market is actively searching for. 

Content marketing for construction can include: 

• Videos 
• Blog posts 
• Infographics 
• eBooks 
• White papers 
• Case studies 
• Guest posts 

By creating and distributing valuable content, companies can educate their audience, address their questions, and provide solutions to their problems. High-quality content can also improve SEO and drive organic traffic to the company’s website. 

11. Host Webinars and Events 

Hosting webinars and events can position a construction company as an expert in its field. These platforms offer opportunities to showcase knowledge, network with peers, and engage with potential clients. Hosting events and webinars is also cost-effective and can attract a broad audience. However, you can customize the content to attract your target audience and suit their interests. 

Webinars can be particularly effective for demonstrating expertise on specific topics, while events provide an experience and direct interaction with your brand. 

12. Keep Branding Consistent 

If you haven’t paid much attention to your digital brand , or if your company’s branding is due for a refresh, it would be beneficial to prioritize this aspect. 

But how do you define and present your brand? Defining and showcasing your brand involves several key elements. It requires a visually striking logo, a distinct brand voice or tone, and color choices that reflect your company’s core brand values . 

Additionally, sharing your brand’s unique story is crucial, as it represents one of the most distinctive aspects of your construction company. 

Consistency in branding is crucial for building recognition and trust. When customers repeatedly encounter the same visual elements and tone across different platforms, it builds a sense of familiarity and reliability. This is particularly important in an industry like construction, where, as we’ve seen, trust and credibility are essential. Brand consistency will also help in distinguishing your firm from competitors. 

How to Maintain Brand Consistency 

So, how can you achieve this level of brand consistency? To achieve this level of consistency, it’s essential to establish comprehensive brand guidelines. These should detail logo usage, color palette, typography, imagery style, and tone of voice for communications. Equally important is to educate and align your team with these guidelines to ensure a unified approach to branding. 

But how do teams know which logos and brand assets are updated and approved? With a robust DAM for marketing . OpenAsset, as a digital asset management platform, ensures that all your marketing materials use consistent imagery and branding elements for your construction firm. 

By providing a centralized repository for all your marketing assets , including logos, images, and templates, OpenAsset makes it easy to access and use brand-compliant materials across various marketing channels. This streamlined access not only saves time but also ensures that every piece of content aligns with your brand’s visual identity and messaging. 

Construction Company Marketing Tips 

For construction companies wanting to elevate their marketing efforts, these actionable tips can help refine strategies, engage with potential clients more effectively, and measure the success of marketing initiatives. 

Set Measurable Marketing Goals 

For construction companies, setting measurable marketing goals might mean defining specific targets such as increasing website traffic by a certain percentage, generating a set number of new leads per month, or achieving a specific conversion rate for online inquiries. 

Setting clear, measurable goals is the foundation of any successful AEC marketing strategy . They allow you to track progress, make data-driven decisions, and adjust your strategies to optimize results. 

Write Informative Blogs 

Blogs serve as a powerful marketing tool for any construction firm, enabling you to enhance your industry expertise, boost credibility, and drive more traffic to your website. With a dedicated blog section, construction firms can leverage greater opportunities to utilize impactful keywords and implement SEO techniques effectively. 

However, when it comes to blogs, it’s not just about consistent posting and SEO but it’s also about providing content that is genuinely helpful and informative to your audience. 

Clients typically engage in extensive research before selecting a construction company. An informative blog can assist construction firms in establishing an image of professionalism and expertise, potentially leading to an increase in project opportunities. 

Topics for your blog could range from “How to select the right construction firm” to “Latest construction trends in [specific area].” The key is to address common questions and pain points, establishing your brand as a helpful, knowledgeable authority in the field. 

Only Use High-Resolution Images 

In an industry where visual impact is everything, using high-resolution images and graphics in marketing materials is essential. Every photograph should reflect your brand’s identity, and it’s important to consider whether you’d be satisfied to present these images to potential clients. 

The use of photography can significantly influence the perception of your company by prospects. By incorporating professional photography, your construction company’s homepage, website, and social media channels can capture and attract more attention. 

Keep your content rich with professional images to demonstrate your expertise and talent to prospective clients. Some ideas to do this include: 

• Before-and-after images 
• 360-degree images 
• Drone photography 
• Time-lapse images 

Whether it’s showcasing completed projects or highlighting the progress of ongoing work, high-quality images convey professionalism and attention to detail, two attributes highly valued in construction. 

But, where do you store all of these high-quality images? In a DAM— specifically, OpenAsset .  For construction firms, OpenAsset ensures that high-quality images are readily available, properly organized, and easy to use for various marketing, project documents, and presentation purposes. 

TIP: Great images are essential to closing business in all of your construction company’s materials. When it comes to your proposals, image management through a robust DAM can enhance efficiency and collaboration. Learn how OpenAsset did exactly that for Arcadis IBI Group . 

Use Effective CTAs 

When executed effectively, calls-to-action (CTAs) do more than just help in selling; they guide users through your website with creativity and clear descriptions, facilitating their conversion into qualified leads. 

Additionally, don’t forget to include a powerful CTA button in your newsletters and other email communications. This is a crucial element as it plays a key role in instructing prospects on the next steps. 

Ensure CTAs are clear, compelling, and provide value. Rather than using generic CTA buttons, go for action phrases that emphasize the benefit to the customer. For example, replace a standard ‘Buy Now’ with something more compelling like ‘Claim My 30% Discount Now’. 

Moreover, CTAs are critical for Conversion Rate Optimization (CRO). They guide potential clients through the buyer’s journey, from visitor to lead, to customer. A well-placed CTA can be the difference between a user leaving the site and one who contacts your firm for a quote. 

Utilize Analytics and Tracking 

To understand the effectiveness of marketing efforts, it’s important to utilize analytics and tracking. Keep track of and analyze user activities on your platforms to refine your marketing strategies. 

Tracking and analyzing help you understand your audience better and enhance the service you provide to them. It also provides insights, such as when users complete a form or subscribe to a newsletter, helping you identify which marketing tactics are leading to the best results. 

Tools like Google Analytics can provide insights into website traffic, user behavior, and campaign performance. By regularly reviewing this data, construction companies can identify what’s working, and what’s not, and where to invest their marketing budget for the highest return. 

Segment Your Audience for Targeted Marketing 

Targeting is about making sure the right people see your message. Going back to paid social media advertising, a primary advantage of using it lies in the precision with which you can target specific markets for your ads. This capability enables companies to conduct various campaigns tailored to distinct market segments, helping you find highly qualified leads. 

By segmenting your audience based on demographics, location, or behavior, construction companies can create more personalized, effective marketing campaigns. For example, residential construction marketing will differ from commercial construction marketing in tone, content, and channels used.

Additionally, paid search advertising offers businesses the opportunity to promote their websites in response to specific search terms entered by users.

Secure Features With Building Materials Companies 

Getting featured by building material companies can provide credibility and exposure. Collaborate with building material companies for mutual promotion. Highlight the products you use in your projects across your channels, and in turn, let these suppliers showcase your projects on their platforms. 

By collaborating on projects and showcasing them, both your firm and the material suppliers can benefit. You can offer to feature their products in your case studies or blog posts in exchange for being featured on their platforms, potentially reaching a larger and more diverse audience. 

Various building material companies maintain a directory of construction firms that use their supplies, offering an excellent opportunity to enhance your brand’s visibility. 

So, how can you get featured? Put together a list of your suppliers of building materials and contact them with a concise, well-crafted email. In this communication, describe the value their products have brought to your business and ask if they would be willing to include your company on their website. 

Marketing for Construction Companies Made Easier  

The challenges in construction marketing are as diverse as the solutions. But one thing stands clear: the right tools can make a significant difference. This is where OpenAsset comes in, proving to be more than just a digital asset management tool—it’s necessary for efficient, impactful marketing for your construction company. 

OpenAsset simplifies the process of managing and using high-quality images, an essential element of any successful construction marketing strategy. From enhancing your online presence with engaging photos to creating compelling proposals , OpenAsset ensures that your AEC marketing collateral is always updated and looks its best. 

By organizing and optimizing your digital assets, OpenAsset allows you to focus on what you do best—building and designing the future. 

As the technology in the construction industry continues to change and improve, the role of sophisticated yet user-friendly tools like OpenAsset becomes increasingly important. By embracing such tools, you can get ahead of the competition and win more proposals . 

OpenAsset isn’t just a platform; it’s a partner in your marketing and proposal journey, helping you to build a stronger, more visible, and more engaging business. 

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• Sample Business Plans
• Construction Company Business Plan

Construction Marketing Plan

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!

Key Takeaways

• The construction company’s marketing plan will help you increase brand awareness by promoting your products and services.
• Defining the target market will help you personalize marketing efforts and make customized marketing strategies.
• SWOT & competitor analysis will guide your marketing strategy and help you know your USPs.
• Establish SMART goals for your business, as they will offer a roadmap for tracking progress and making necessary adjustments to your strategies.
• Pay attention to traditional marketing measures like print advertising as they attract potential customers from local areas.
• Do not skip monitoring, as it enables you to track whether you’re meeting your goals or need to alter the strategies.

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:

Related Construction Company Resources

• Construction Company Financial Plan
• Key Stats for the Construction Sector
• Step by Step Guide to Start Construction Company
• Start-up Cost For Construction Company

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.

Want to Perform Competitive Analysis for your Business?

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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.

Generate leads

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.

Traditional advertising

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.

The Quickest Way to turn a Business Idea into a Business Plan

Fill-in-the-blanks and automatic financials make it easy.

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.

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Frequently asked questions, can we adapt our construction marketing plan to changing market conditions.

Remember, your construction company’s marketing plan is a living document. It is flexible, so you can make changes as you see fit. You can review your plan regularly and make alterations when needed.

How frequently should the construction marketing plan be reviewed and updated?

Reviewing and updating your plan can differ from business to business, but keep in mind that it is an ongoing process. Thus, you should review and update your plan for the construction company at least once in 3 months.

What are the common mistakes to avoid in construction marketing?

Here are some common mistakes you should avoid in construction marketing:

• Neglecting local SEO
• Ignoring online presence
• Lack of content marketing
• Overlooking reviews and testimonials
• Inconsistent branding
• Not defining a target audience
• Missing out on competitor analysis

Can I seek professional assistance to develop and implement my construction marketing plan?

Yes, seeking professional assistance to develop and implement your construction marketing plan can be a wise decision. You can also use business plan software available which can help you with the whole business plan.

How do I determine the budget for my construction marketing plan?

The standard suggests that you should allocate 7-10% of your total revenue to marketing. Anyhow, you can set aside $500-$2,000 or more monthly for your construction business’s marketing.

About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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Building a Robust Marketing Strategy in the Construction Industry

September 2, 2023 - 10 min read

In the competitive construction industry, having a solid marketing strategy is essential for success. Effective marketing allows construction businesses to stand out from the competition, attract new clients, and build a strong brand presence. In this article, we will explore the key steps to building a robust marketing strategy in the construction industry.

Understanding the Construction Industry Market

The construction industry is a dynamic and ever-evolving sector that plays a crucial role in shaping our built environment. It encompasses a wide range of activities, including residential, commercial, and infrastructure development. Understanding the intricacies of this market is essential for any business looking to thrive in this competitive industry.

Key Players in the Construction Industry

The construction industry consists of various key players, each with their own unique roles and responsibilities.

• Contractors: The backbone of any construction project , overseeing the entire process from start to finish.
• Subcontractors: Specialize in specific trades such as plumbing, electrical work, or carpentry, and work under the direction of the main contractor.
• Architects and engineers: Bring the vision to life, designing and planning the structures that will be built. Their expertise guarantees that buildings are not only aesthetically pleasing but also structurally sound.
• Suppliers: Provide the necessary materials and equipment for construction projects.
• Developers: Responsible for financing and managing the overall project.

Understanding who these players are and how they interact with one another is crucial in identifying potential marketing opportunities. Building strong relationships with key players in the industry can open doors to new projects and collaborations.

Identifying Your Target Audience

Identifying your target audience is essential for crafting a successful marketing strategy. In the construction industry, your target audience may vary depending on the type of services you provide.

• Residential construction: Homeowners looking to build their dream homes or renovate their existing properties.
• Commercial construction: Property developers or business owners looking to expand their operations. G
• Infrastructure development: Often being funded and managed by public agencies.

Ultimately, tailoring your marketing messages to resonate with your specific target audience can help you stand out from the competition and attract the right clients.

Analyzing Market Trends

Keeping an eye on market trends is vital for staying ahead of the competition. The construction industry is constantly evolving, with new technologies, materials, and practices emerging all the time. 

• Sustainable building practices: Gained significant traction in recent years as more individuals and organizations prioritize environmentally friendly construction methods. By showcasing your expertise in sustainable design and construction, you can position your business as a leader in this growing market segment.
• Smart homes: Driven by advancements in technology and the desire for convenience and energy efficiency, integrating smart home features into your construction projects and highlighting the benefits of these technologies can give you a competitive edge in the market.

By staying informed about market trends and adapting your marketing strategies accordingly, you can position your business as a forward-thinking and innovative player in the construction industry.

Establishing Your Brand in the Construction Industry

Establishing a strong brand presence is crucial in the construction industry, where trust and credibility play a significant role. A well-defined brand can differentiate your business from competitors and attract clients who value quality and reliability.

Importance of a Strong Brand Identity

Think about some of the most successful construction companies you know. What sets them apart? Chances are, they have a strong brand identity that is instantly recognizable. Their logo, colors, and overall aesthetic convey a sense of professionalism and expertise. This consistency helps them build trust with potential clients, who know what to expect when they see their brand.

Therefore, you must craft a strong brand identity that communicates who you are as a construction business to your target audience. This involves developing a unique brand name, logo, and visual elements that reflect your company's values and quality of work. Remember that consistency in your brand identity across all marketing channels will help build trust and recognition among potential clients.

Differentiating Your Construction Business and Building Credibility

With the abundance of construction businesses in the market, it is essential to differentiate yourself from competitors. Focus on highlighting your unique selling propositions, such as expertise in a specific construction method or a niche market segment. Emphasize how your business provides added value to clients and why they should choose you over the competition. You want to discuss your expertise and how you have helped past clients.

• Specialize in a particular area: For instance, if you have extensive experience in green building practices, you can position yourself as an expert in sustainable construction. This specialization not only sets you apart from general contractors but also attracts clients who prioritize environmentally friendly construction.
• Showcase your portfolio of past projects: Highlighting successful case studies that demonstrate your expertise and ability to deliver high-quality work can be a powerful tool in attracting new clients.
• Obtain certifications or accreditations that validate your skills and expertise in specific areas of construction.

Developing a Comprehensive Marketing Plan

Once you have a deep understanding of the market and have established your brand presence, it's time to develop a comprehensive marketing plan . This plan will outline your goals, target audience, marketing channels, and budget.

Setting Marketing Goals and Objectives

Define specific and measurable marketing goals that align with your overall business objectives. Whether it's increasing brand awareness, generating leads, or expanding into new markets, setting clear goals will guide your marketing strategy and help measure its effectiveness.

When setting your marketing goals, it's important to consider the SMART criteria - Specific, Measurable, Achievable, Relevant, and Time-bound. This guarantees that your goals are well-defined and can be tracked over time. For example, if your objective is to increase brand awareness, a specific and measurable goal could be to achieve a 20% increase in website traffic from organic search within six months.

Choosing the Right Marketing Channels

Determine the most effective marketing channels to reach your target audience. This could include a combination of online and offline tactics such as website optimization, social media marketing, email marketing, industry events, direct mail, and advertising. Each channel should be assessed for its potential reach and cost-effectiveness.

Understanding your target audience is key to selecting the right marketing channels. Conduct market research to identify where your audience spends their time and what platforms they engage with the most. For instance, if your target audience consists of young professionals, social media platforms like Instagram and LinkedIn might be more effective in reaching them compared to traditional print advertising.

Budgeting for Your Marketing Campaign

Estimate the costs associated with your marketing activities and allocate a budget accordingly. Consider the expenses for creating marketing materials, hiring external agencies or freelancers, and ongoing maintenance of your marketing channels. A well-planned budget will ensure that you can execute your marketing strategy effectively.

When budgeting for your marketing campaign, strike a balance between cost and impact. Allocate your budget based on the potential return on investment (ROI) of each marketing channel. For example, if email marketing has historically generated a high ROI for your business, it may be worth allocating a larger portion of your budget to that channel.

In addition, regularly review and adjust your marketing budget as needed. Monitor the performance of your marketing activities and make data-driven decisions to optimize your spending. This will help you maximize the impact of your marketing efforts and achieve your desired outcomes.

Implementing Your Marketing Strategy

With your marketing plan in place, it's time to implement your strategy and promote your construction business to your target audience.

Launching Your Marketing Campaign

One of the key steps in implementing your marketing strategy is to coordinate the launch of your marketing campaign across various channels. This includes online platforms such as social media, search engine marketing, and email marketing, as well as offline channels like print advertisements and direct mail.

When launching your marketing campaign, it is crucial to maintain consistency in messaging, visuals, and branding. This helps to create a cohesive and memorable brand image, making it easier for your target audience to recognize and remember your construction business.

Furthermore, monitoring the performance of each marketing channel is essential. By tracking key metrics such as reach, engagement, and conversion rates, you can identify which channels are most effective in reaching your target audience and generating leads. This allows you to make data-driven decisions and allocate resources accordingly.

Monitoring and Adjusting Your Strategy

Once your marketing campaign is up and running, continuously monitor its performance. This involves using analytics tools to track website traffic, leads generated, and conversion rates. By analyzing this data, you can gain valuable insights into the effectiveness of your marketing efforts.

Based on the insights gained, you can make adjustments to your strategy as needed. This iterative approach allows you to optimize your marketing efforts over time, so that you are reaching the right audience with the right message at the right time.

For example, if you notice that a particular marketing channel is not performing as expected, you can reallocate resources to more effective channels. Similarly, if certain messaging or visuals are not resonating with your target audience, you can make changes to better align with their preferences and needs.

Measuring Marketing Success

Regularly evaluating the success of your marketing strategy is crucial to ensure that you are achieving your goals. This involves analyzing key metrics such as return on investment (ROI), customer acquisition costs, and customer lifetime value.

By measuring these metrics, you can determine the effectiveness of your marketing efforts and identify areas for improvement. For example, if your ROI is low, you may need to reassess your marketing budget allocation or explore new marketing channels. If your customer acquisition costs are high, you may need to refine your targeting or adjust your pricing strategy.

Ultimately, the insights gained from measuring marketing success can help you refine your strategy and make informed decisions for future marketing campaigns. By continuously learning and adapting, you can stay ahead of the competition and attract clients in the highly competitive construction industry.

Build a Robust Marketing Strategy with Wrike

A robust marketing strategy is key to success in the construction industry. With Wrike, you can easily manage and build your marketing strategy. Wrike allows you to create individual folders for each marketing initiative, serving as a central hub for all relevant information and updates. Beyond just building a marketing strategy, Wrike offers a comprehensive suite of tools designed to streamline your workflows, foster collaboration, and drive productivity. From real-time communication to intuitive task management features, Wrike provides everything you need to build a robust marketing strategy in the construction industry. Ready to build a robust marketing strategy and boost your success in the construction industry? There's no better time to start than now. Get started with Wrike for free today.

Note: This article was created with the assistance of an AI engine. It has been reviewed and revised by our team of experts to ensure accuracy and quality.

Occasionally we write blog posts where multiple people contribute. Since our idea of having a gladiator arena where contributors would fight to the death to win total authorship wasn’t approved by HR, this was the compromise.

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It serves as a central reference point, keeping everyone on the same page and helping to maintain transparency and accountability. Benefits of Having a Well-Planned Production Schedule Creating a production schedule may seem like just another administrative task, but the benefits it brings to your marketing efforts are invaluable. Visualize the big picture by breaking down your marketing goals into smaller, manageable tasks. Let's say you are planning a digital marketing campaign for a new product launch. With a well-planned production schedule, you can identify the key milestones, such as creating a landing page, designing social media graphics, and writing blog posts.  Identify bottlenecks in your workflow, to proactively address any issues that may arise and prevent costly delays or errors. Imagine you have a team of content creators, designers, and developers working on a website redesign project. Without a production schedule, it is possible for tasks to overlap or for team members to be unsure of their responsibilities. However, with a clear schedule in place, you can identify potential bottlenecks and allocate resources accordingly. Improve communication and collaboration among team members. Consider a scenario where you have a marketing team spread across different locations or time zones. Without a production schedule, it can be challenging to coordinate efforts and verify that everyone is working towards the same goals. However, with a comprehensive schedule that outlines tasks, deadlines, and dependencies, team members can easily collaborate and stay informed about the progress of the campaign. Facilitates tracking and monitoring the progress of your marketing efforts, allowing you to make adjustments or course corrections as needed. Let's say you launch a social media advertising campaign to promote a new product. With a production schedule in place, you can track the performance of your ads, monitor engagement metrics, and analyze the effectiveness of your targeting strategies. If you notice that certain ads are not performing as expected, you can make data-driven adjustments to optimize your campaign and improve results.  Key Elements of an Effective Production Schedule Now that we understand the importance of a production schedule, let's explore the key elements that make it effective: Setting Clear Goals and Objectives Clearly defining your goals will help you determine the specific tasks and activities required to achieve them. What are you trying to achieve? Are you aiming to increase brand awareness, generate leads, or drive sales? Also, you want to make your objectives SMART - Specific, Measurable, Achievable, Relevant, and Time-bound. This will provide a clear direction for your production schedule so that you have a measurable way to track your progress. If your goal is to increase brand awareness, you might set a specific objective of reaching a certain number of impressions or engagements on social media within a specific time frame. This will give you a tangible target to work towards and help you evaluate the success of your production schedule. Identifying Key Tasks and Deadlines When identifying key tasks, it is important to consider all the necessary components of your marketing campaign. This may include tasks such as content creation, design, video production, copywriting, and distribution. By breaking down your goals into smaller tasks, you can allocate resources and track progress more effectively. Additionally, it is essential to set realistic deadlines for each task. Take into account the time required for research, development, revisions, and approvals. By setting realistic deadlines, you can verify that your production schedule is feasible and that you have enough time to deliver high-quality work. Allocating Resources and Responsibilities When allocating resources, consider the specific requirements of each task. For example, if you need a graphic designer to create visuals for your marketing campaign, confirm that you have the necessary software and equipment available. If you require external resources, such as freelance writers or photographers, make sure to budget for their services and establish clear communication channels. By allocating resources effectively, you can optimize productivity so that each team member is working on tasks that align with their skills and expertise. This not only improves the quality of work but also boosts morale and fosters a positive working environment. Steps to Create a Production Schedule for Marketing Content Now that we have covered the key elements of an effective production schedule, let's dive into the practical steps you can take to create one for your marketing content: Defining Your Marketing Strategy Clearly defining your marketing strategy requires taking into account your target audience, messaging, and desired outcomes. Analyze your target audience's demographics, preferences, and behaviors. and consider conducting a competitive analysis to identify your competitors' marketing strategies. This will help you differentiate your content and find unique angles to capture your audience's attention. Prioritizing Marketing Activities Prioritizing your marketing activities based on their importance and timeline involves identifying the tasks that need to be completed first and break them down into smaller, manageable subtasks. While keeping the goals and objectives of your marketing campaign in mind, focus on the tasks that directly contribute to achieving those goals. These activities may be things like keyword research, content creation, social media promotion, or email marketing. Additionally, don't forget to consider the resources available to you. Allocate time and budget accordingly so that you can execute your marketing activities effectively. Creating a Timeline for Each Task When creating a timeline, assign specific dates or timeframes to each task. You will want to use a visual timeline or a project management tool to map out the sequence of activities so that tasks are completed in a logical and timely manner. Also, factor in potential delays or unforeseen circumstances. Leave some buffer time between tasks to account for any unexpected issues that may arise. You could even set milestones to track progress and keep your team motivated. Assigning Roles and Responsibilities When assigning roles and responsibilities, consider each team member's strengths and expertise. Allocate tasks accordingly to maximize efficiency and productivity. Additionally, encourage collaboration and open communication among your staff to foster a cohesive working environment. Don't forget to regularly review and update the assigned roles and responsibilities as the project progresses. This allows for adjustments based on individual performance and changing project needs. Tools and Techniques for Managing Your Production Schedule Now that you have created your production schedule, let's discuss some tools and techniques that can help you manage it efficiently: Using Project Management Software Project management software, such as Trello or Asana, can be a valuable resource for managing your production schedule. These tools allow you to create tasks, assign responsibilities, set deadlines, and track progress in a centralized and easily accessible platform.  With project management software, you can break down your production schedule into smaller tasks and subtasks. This helps you to have a clear overview of the entire project and the individual steps required to complete it. You can assign tasks to team members, set priorities, and establish dependencies between different tasks. You can even take advantage of collaboration features, as these let your staff communicate and share updates with each other in real-time. The Role of Spreadsheets in Production Scheduling Spreadsheets, such as Excel or Google Sheets, can be a simple yet effective tool for managing your production schedule. They allow you to create a structured timeline, track tasks, and collaborate with team members in real-time.  When using spreadsheets for production scheduling, you can create a detailed timeline that includes start and end dates for each task. This helps you visualize the overall duration of your production schedule and identify any potential bottlenecks or overlaps. What's more, you can track each task's progress by updating their status or adding comments. This allows team members to provide updates and share relevant information, for effective communication and collaboration.  Leveraging Automation in Production Scheduling Consider leveraging automation tools to streamline your production scheduling process. Automating repetitive tasks can save you time and effort, allowing you to focus on more critical aspects of your marketing campaign. Look into tools like Zapier or IFTTT to automate routine tasks. Automation can be particularly useful for tasks such as sending reminders, generating reports, or updating task statuses. For example, you can set up automated reminders to notify team members of upcoming deadlines or overdue tasks. Automation can even help you generate reports or gather data from different sources automatically. By integrating your project management software or spreadsheets with other tools or platforms, you can pull in relevant information without manual data entry.  Remember, managing your production schedule is an ongoing process. As you progress with your marketing campaigns and gain insights from previous projects, you can refine your production schedule and incorporate new tools and techniques to optimize your workflow. Continuously evaluate your processes, seek feedback from your team, and stay updated with the latest tools and trends in production scheduling to ensure your marketing content is always on point. Create an effective production schedule for your marketing content using Wrike. Begin a free trial today and seamlessly coordinate your content creation efforts for impactful results. Note: This article was created with the assistance of an AI engine. It has been reviewed and revised by our team of experts to ensure accuracy and quality.

How To Optimize Your Sales Pipeline Stages for Better Results

Managing and optimizing your sales pipeline is crucial to drive better results and achieve business growth. A well-managed sales pipeline allows you to streamline your sales process, improve efficiency, and maximize revenue potential. In this article, we will explore the importance of a well-managed sales pipeline, break down its stages, and discuss strategies and technology to optimize each stage for better results. What is a Sales Pipeline? A sales pipeline serves as a visual representation of your sales process, from lead generation to closing deals. It provides a clear overview of your prospects, their stage in the buying process, and the actions required to move them forward. A well-managed sales pipeline enables you to track progress, identify bottlenecks, and make informed decisions to increase sales efficiency and drive business growth. Key Benefits of an Optimized Sales Pipeline Improved sales performance and revenue generation by flagging areas for improvement and taking action. Better sales forecasting and predictability by making more accurate predictions about future sales. Enhanced communication and collaboration between sales teams and other departments. Increased efficiency and productivity by prioritizing leads and opportunities based on their stage in the buying process. More effective prioritization of leads and opportunities by analyzing data within your pipeline. Breaking Down the Stages of a Sales Pipeline A typical sales pipeline consists of four key stages: Stage One: Lead Generation The first stage of the sales pipeline focuses on lead generation, where you identify potential customers who have shown interest in your products or services. Conduct market research and analyze customer data via targeted marketing campaigns, content marketing, social media outreach, networking events, compelling lead magnets, and optimized landing pages.  Additionally, leverage technology and automation by implementing customer relationship management (CRM) software and automation tools. While the former helps you track and manage leads, the latter assists you in lead scoring and reduces manual errors.  Stage Two: Lead Nurturing Once you have generated leads, the next stage is lead nurturing. This involves building relationships with leads, providing them with valuable information, addressing their pain points, and offering personalized solutions. Implementing lead nurturing techniques such as email marketing, educational content, webinars, and personalized follow-ups can help keep leads engaged and build trust. The ultimate goal is to establish yourself as a trusted advisor and industry expert. By consistently delivering relevant and valuable content, you can position your brand as a go-to resource for potential customers. You will also want to engage in personalization by tailoring your communication and content to each lead. Address their specific pain points and interests to significantly improve engagement and response rates.  Stage Three: Sales Conversion In the sales conversion stage, your goal is to convert leads into paying customers, by building relationships and guiding them through the buying process. Present your products or services in a personalized way, address objections by demonstrating value, and offer incentives to increase your chances of closing the deal. Remember to actively listen and engage3 in consultative selling to establish trusts and rapport with your potential clients. What's more, leveraging technology via sales automation tools can enhance the sales conversion process. These aid in managing and tracking deals, providing real-time insights into the progress of each opportunity. In turn, this allows sales teams to prioritize their efforts and focus on high-value prospects. Stage Four: Customer Retention Customer retention is an essential stage in the sales pipeline to achieve long-term business success. Prioritize customer satisfaction and their expectations by providing exceptional customer service and fostering loyalty. You can keep in constant communication with them, send personalized offers, and provide information about loyalty programs. If you make your clients feel valued and appreciated, they will keep coming back and may even become your brand advocates. Additionally, leverage data and analytics for insights into customer behavior and preferences. By understanding their needs and preferences, you can proactively address any issues or concerns, strengthening the customer relationship and increasing their likelihood of staying with your brand.  Strategies for Optimizing Each Stage of Your Sales Pipeline To optimize your sales pipeline and achieve better results, consider the following strategies for each stage: Enhancing Lead Generation Techniques One effective lead generation technique is to create compelling and informative blog content that addresses the pain points and challenges your target audience faces. Presenting valuable information and solutions will let you position yourself as an industry expert and attract potential leads who are actively seeking answers to their problems. Another tactic is to consider partnering with complementary businesses or influencers in your industry to expand your reach and tap into their existing customer base. This collaborative approach can help you generate new leads and increase brand visibility. Improving Lead Nurturing Processes When it comes to lead nurturing, personalization is key. Take the time to understand your leads' pain points, goals, and preferences, and tailor your communication to address their specific needs. Creating relevant content and personalized recommendations will build trust and credibility with your leads, increasing the chances of conversion. One other suggestion is to try implementing a lead scoring system to prioritize your leads based on their level of engagement and readiness to purchase. This can aid you in focusing your efforts on the most promising leads and allocating your resources more effectively. Boosting Conversion Rates One surefire way to boost conversion rates is to provide personalized product demonstrations or trials. By allowing potential customers to experience your product or service firsthand, you can showcase its value and address any concerns or objections they may have. This hands-on approach can significantly increase the likelihood of conversion. Moreover, seriously consider incorporating a customer relationship management (CRM) system to monitor and manage your interactions with prospects. A CRM system will centralize and streamline your sales data, track customer interactions, and inform you on the effectiveness of your sales pipeline. Strengthening Customer Retention Efforts One effective customer retention strategy is to establish a customer loyalty program. Rewarding your loyal customers with exclusive benefits, discounts, or early access to new products will foster a sense of appreciation and encourage repeat purchases. Additionally, regularly seek feedback from your clients to identify areas for improvement and address any concerns promptly. Another practical way to strengthen customer retention is to provide ongoing education and support. Offer resources, training materials, or webinars that help your customers maximize the value they get from your product or service. By continuously adding value and showing that you care about their success, you can build long-lasting relationships with your customers. Understanding the importance of a well-managed sales pipeline, optimizing each stage, and leveraging technology will drive better results and let your team achieve sustainable business growth. Continually evaluate, adapt, and refine your sales pipeline strategies to stay ahead of the competition and maximize your revenue potential. Optimize your sales pipeline stages using Wrike's comprehensive sales tools. Register for a free trial and streamline your sales process for improved conversions and revenue growth. Note: This article was created with the assistance of an AI engine. It has been reviewed and revised by our team of experts to ensure accuracy and quality.

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Diving Deep Into Marketing in Construction (My Takeaways)

Published: March 21, 2024

As the pandemic surged in 2020, people stayed home, and demand for home improvement services went through the roof. Construction companies swooped in and launched targeted marketing campaigns.

One example is Brett Landscaping , which sold almost its stock of higher-priced porcelain paving products.

Fast forward to 2024, people are at work. The economic outlook is grim, and interest rates and inflation are high. These factors have led to one outcome: declining interest in construction and home improvements.

Our yearly business recap shows the construction industry saw decreases in customer acquisition metrics. Inbound leads are down by 3.8%, web conversions by 0.65%, and web traffic by 6.84%.

Despite these challenges, now is the best time to double down on your construction company's marketing efforts. As Warren Buffett famously said, “Be fearful when others are greedy, and be greedy when others are fearful.”

In this article, I’ll discuss 13 marketing strategies you can use to find and acquire clients for your construction company.

Construction Services Marketing Strategies

Below are 13 marketing strategies you can use to generate leads and clients for your construction company.

1. Create a helpful website that communicates your value.

A few months ago, I stumbled upon a Reddit post about a business owner who wanted to build a construction website . The person said, “I just want to show some pics of work I’ve done as well as a little contact me section.”

Pictures of work and a “contact me” section alone aren't enough to make a construction website.

From my experience, sites like this don’t deliver the desired results because they don’t communicate your value effectively. Beyond your portfolio and contact info, your website should show your services, testimonials, and case studies.

Take Turner Construction , for instance. The elegantly designed website provides information about the company, services, projects, etc.

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2. Build awareness with SEO content.

Author of Sticky Branding Jeremy Miller says, “Only 3% of your prospects are ready to buy now.”

The remaining 97% are not in purchase mode or don’t need your solution yet. Instead of considering them lost opportunities, a better strategy is to build brand awareness with SEO content.

Your goal? Educate your audience. Establish authority. Build trust. Win clients who search for information related to your services.

AFT Construction is one brand that milks its SEO content to build brand awareness. For instance, their article on Kerf door jambs ranks #1 for Kerf door jambs on Google.

Other ways to build social proof include displaying positive reviews or testimonials and showing off industry awards and certifications on your website.

Building social proof requires time, patience, and consistent effort. Focus on delivering exceptional service, maintaining positive client relationships, and actively seeking testimonials.

Doing this helps your company attract more clients, stand out from competitors, and establish a strong reputation.

10. Create and promote more video content.

Video marketing has become increasingly popular in recent years. Wyzowl's State of Video Marketing reveals that 91% of businesses use video as a marketing tool — an all-time high and a significant jump from previous years.

This data shows that creating video content, especially in the construction industry where visuals reign supreme, is an excellent way to increase awareness, engage your audience, and attract new clients.

Examples of video content you can create include:

• Video testimonials of happy clients.
• Behind the scenes of your staff at work.
• Stunning and completed construction projects.
• Time-lapse videos to capture an entire construction project.
• Video case studies that highlight completed projects, challenges, and solutions.

I love how The Quorum Group uses high-quality videos to promote the company’s projects and employees. Blending innovation and storytelling, their eye-catching videos increase awareness and generate engagement.

For example, the Instagram video below has over 200k likes and 1400 comments.

          View this post on Instagram                       A post shared by The Quorum Group (@quorumgroup)

Besides getting the attention of potential clients, it shows future employees that Quorum Group may be a great place to work.

Video marketing is a powerful tool for promoting your construction company. It helps you establish brand authority and stand out in this cutthroat industry. But creating video content isn’t enough.

Promote them across different online channels. That’s the optimum way to increase brand awareness, reach a wider audience, and attract potential clients.

11. Join relevant associations and groups.

Associations and groups let you connect with like-minded individuals in the construction industry. This can lead to new partnerships, collaborations, and business opportunities.

You also get exclusive access to industry resources, networking events, and workshops that could be valuable to your company.

Displaying your membership certificates also shows your commitment to professional standards and ethics. You can do this on your website, social media platforms, and marketing materials.

Don't forget to share this post!

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A free template to hep you plan your marketing strategy.

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

Construction Business Plan Template

Construction marketing plan.

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a construction business plan, your marketing plan should include the following:

Product : in the product section you should reiterate the type of construction business that you documented in your Company Analysis. Then, detail the specific services you will be offering.

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your marketing plan, you are presenting the menu of services you offer and their prices.

Place : Place refers to the location of your construction business. Document your location and mention how the location will impact your success. For example, is your construction business located within a major city that’s growing rapidly?

Promotions : the final part of your construction business marketing plan is the promotions section. Here you will document how you will drive customers to your location(s). The following are some promotional methods you might consider:

• Social Media Marketing
• Direct Mail
• Advertising in local papers and magazines
• Reaching out to local bloggers and websites
• Local radio advertising
• Banner ads at local venues

CONSTRUCTION BUSINESS PLAN OUTLINE

• Construction Business Plan Home
• 1. Executive Summary
• 2. Company Overview
• 3. Industry Analysis
• 4. Customer Analysis
• 5. Competitive Analysis
• 6. Marketing Plan
• 7. Operations Plan
• 8. Management Team
• 9. Financial Plan
• 10. Appendix
• Construction Business Plan Summary

Other Helpful Business Plan Articles & Templates

Developing a Great Construction Business Strategy + Strategic Plan Template

If you’re an entrepreneur looking to start a construction business, you’ll need to develop an excellent construction business strategy. A well-crafted construction business strategy will help you identify and capitalize on opportunities in the industry and set realistic goals and objectives for your new business. 

This article will discuss why you need a good construction business strategy, how to develop a construction business strategy, and provide a construction business strategic plan template.

Download the Ultimate Construction Business Plan Template

Why you need a good construction business strategy.

The construction industry is highly competitive, and construction businesses that don’t have a well-defined strategy are at a disadvantage. A good construction business strategy will help you:

• Understand the construction industry landscape
• Identify opportunities for growth
• Set realistic goals and objectives
• Develop a plan for marketing and sales
• Secure funding from investors

How to Develop a Great Construction Business Strategy

There are a few key steps you’ll need to take when developing your construction business strategy.

Create a Mission Statement

The first step is to create a mission statement. Your mission statement should briefly describe what your construction business does, who it serves, and what sets it apart from the competition.

For example, here’s a potential mission statement for a construction business:

“XYZ Construction is a leading provider of construction services in the XYZ region. We serve commercial and residential clients, and our team is dedicated to providing the highest quality of workmanship possible.”

Conduct a SWOT Analysis

Once you’ve crafted your mission statement, you’ll need to conduct a SWOT analysis. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. This analysis will help you identify your construction business’s key strengths and weaknesses, as well as any opportunities or threats in the marketplace.

Some questions you may want to consider during your SWOT analysis include:

• What are our construction company’s core strengths?
• What do we do better than our competitors?
• What are our construction company’s weaknesses?
• Are there any areas where we can improve?
• What opportunities exist in the construction industry landscape?
• What trends are happening in the construction industry that we can capitalize on?
• Are there any threats to our construction business that we need to be aware of?

Develop Your Goals and Objectives

After you’ve conducted your SWOT analysis, you’ll need to develop goals and objectives for your construction business. Your goals should be specific, measurable, achievable, relevant, and time-bound. In other words, they should describe what you want to achieve and when you want to achieve it.

Some examples of goals for a construction business include:

• Increase revenue by 10% in the first year of operation
• Acquire 50 new clients in the first year of operation
• Expand into new markets within the first five years of operation

Your objectives should support your goals and help you achieve them. They should be specific, measurable, achievable, relevant, and time-bound like your goals.

Some examples of objectives for a construction business include:

• Develop a marketing plan to acquire 50 new clients in the first year of operation
• Research construction trends in new markets and develop a plan to expand into those markets within the first five years of operation
• Implement cost-saving measures to increase revenue by 10% in the first year of operation

Create a Marketing Plan

Once you’ve developed your construction business goals and objectives, you’ll need to create a marketing plan. Your marketing plan should include strategies for promoting your construction business and acquiring new clients.

Some marketing ideas for a construction business include:

• Creating a website and blog
• Developing an SEO strategy
• Creating social media profiles
• Creating marketing collateral (e.g., brochures, flyers, etc.)
• Advertising in construction trade publications
• Sponsoring construction industry events

Develop a Sales Plan

In addition to your marketing plan, you’ll also need to develop a sales plan. Your sales plan should include strategies for selling your construction services and closing new deals.

• Some sales ideas for a construction business include:
• Creating a process for qualifying leads
• Developing scripts for sales calls
• Training employees on the sales process
• Creating a system for tracking sales progress
• Setting sales targets and incentives

Create A Financial Plan

Last but not least, you’ll need to create a financial plan. Your financial plan should include your construction business’s operating budget and strategies for funding your construction projects.

Some financial planning tips for a construction business include:

• Creating a construction project budget
• Developing a system for tracking construction costs
• Identifying sources of construction funding
• Securing construction loans
• Negotiating payment terms with clients
• Managing construction project cash flow

Develop an Implementation Plan

After you’ve developed your construction business strategy, you’ll need to create an implementation plan. This plan will outline the steps you need to take to put your construction business strategy into action.

Some things to consider when creating an implementation plan for a construction business include:

• Assigning roles and responsibilities 
• Setting timelines 
• Establishing milestones
• Creating a system for tracking progress
• Allocating resources

Evaluation and Adjustment

Once you’ve implemented your construction business strategy, you’ll need to evaluate its performance and make adjustments as necessary. This evaluation should be ongoing to ensure that your construction business strategy remains relevant and effective. Some things to consider when evaluating and adjusting your construction business strategy include:

• Reviewing financial performance
• Conducting customer surveys
• Analyzing website traffic
• Studying construction industry trends

Construction Business Strategic Plan Template

Now that you know how to develop a construction business strategy, you can use our strategic plan template. This template will help you organize your thoughts and create a roadmap for your construction business.

Business Strategic Plan Template

Mission Statement:

What is the purpose of your construction business? What do you hope to achieve?

Vision Statement:

What does your construction business look like in the future? What are your long-term goals?

SWOT Analysis:

Weaknesses:

Opportunities:

Goals and Objectives:

What are your construction business goals? What are your objectives? How will you achieve them?

Marketing Plan:

How will you promote your construction business and acquire new clients?

Sales Plan:

How will you sell your construction services and close new deals?

Financial Plan:

What is your construction business’s budget? How will you fund your construction projects?

Implementation Plan:

How will you implement your construction business strategy? Who is responsible for each task? When will each task be completed?

Evaluation and Adjustment Plan:

How will you evaluate the results of your construction business strategy? What adjustments will you make if necessary?

Now that you have a construction business strategy template, you’re ready to start developing your construction business strategy. Use the template as a guide, but don’t be afraid to get creative and think outside the box. 

The most important thing is that your construction business strategy is tailored to your specific construction business and its unique needs.

Other Helpful Articles

Effective Public Relations Tactics For Construction Companies

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Marketing plan for a construction company (examples).

Get a watermark-free, fully customizable marketing strategy in our business plan for a construction company

Developing an effective marketing strategy is essential for a construction company looking to stand out in a crowded and competitive industry.

From harnessing the power of digital platforms to showcasing your portfolio of successful projects, this article will guide you through the process of creating a brand identity that resonates with clients and distinguishes your services.

Gain the insights you need to devise a marketing plan that not only connects with your target market but also establishes your company as a trusted leader in the construction sector.

And, if you're seeking a ready-to-use marketing strategy that's fully customizable, be sure to check out our business plan template designed specifically for construction companies .

What is exactly a "marketing strategy"? Should you have one for your construction company?

A marketing strategy for a construction company is your blueprint for attracting clients and building a reputable brand.

It involves identifying your target market, determining the best channels to reach them, and establishing a strong brand presence. Your strategy should outline how you'll differentiate your services from competitors, whether that's through superior craftsmanship, innovative building solutions, or exceptional customer service. It's a holistic plan that not only seeks to win projects but also aims to create lasting relationships with clients who will become repeat customers and refer others to your business.

Why do people develop a marketing strategy? Simply put, it's to avoid operating blindly.

Having a strategic marketing plan means that your efforts and investments are focused on clear objectives, such as increasing market share, driving sales, or building brand recognition. For a construction company, this could mean leveraging trade shows, networking events, digital marketing, or community sponsorships, depending on who your ideal clients are.

The advantages of a robust marketing strategy, similar to what you would find in our business plan template tailored for construction companies , are numerous. It helps you use your budget and time effectively, directing your marketing activities where they have the greatest impact. It distinguishes your company in a crowded market by clearly articulating your unique selling propositions—whether that's your eco-friendly building practices, your advanced technology in construction, or your track record of on-time project completion. A solid strategy also provides a framework for measuring success and refining your approach as necessary, ensuring that your marketing initiatives keep pace with your business growth and industry trends.

So, should you devise a marketing strategy if you're launching a new construction company? Absolutely.

Starting a construction business without a marketing strategy is akin to constructing a building without a plan. You might manage to erect something, but the process will be inefficient and the outcome uncertain. Beginning with a clear marketing strategy allows you to make informed decisions that attract clients right from the start.

Is it useful for you? Undoubtedly, especially if you aim to build a construction company that not only wins bids but also develops a strong, trustworthy brand.

A marketing strategy enables you to better understand your clients' needs, tailor your services to meet those needs, and communicate with them in a way that resonates. It's not just about landing a single project; it's about establishing a brand that clients rely on and advocate for within their networks.

How to develop a strong marketing plan for your construction company?

Developing a robust marketing strategy for your construction company is crucial for establishing your brand, attracting new clients, and standing out in a competitive market.

Your strategy should be tailored, impactful, and designed to showcase your expertise and projects. Here's a 10-step action plan to create an effective marketing strategy for your construction company.

What are some examples of marketing initiatives for a construction company?

Here's a table we've crafted for you, with 20 actionable and specific marketing initiatives that you, as a construction company owner, could implement to attract new clients and grow your business.

Examples of marketing strategies for a construction company

Below are three different (very concise) examples of marketing strategies tailored for a Residential Construction Company, Commercial Construction Firm, and a Green Building Solutions Provider.

If you need something more developed, go check our business plan template for a construction company .

Residential Construction Company Marketing Strategy

Commercial Construction Firm Marketing Strategy

Green Building Solutions Provider Marketing Strategy

You can also read our articles about: - how to fill a Business Model Canvas for your construction company - how to segment the customers of your construction company - how to make a competition study for your construction company - how to start a construction company (guide)

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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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Sales & Marketing Plan for a Construction Contractor

• May 13, 2024
• Business Plan , Sales & Marketing Strategy

Thriving in the construction industry requires more than technical skills—it demands a strategic sales and marketing approach. This guide is designed to craft a sales and marketing plan tailored to the business plan of a construction contractor .

We begin with a thorough market analysis to understand competitors and potential client needs.

Next, we’ll focus on constructing a strong brand identity and strategically positioning it in the market.

We’ll then explore diverse marketing channels , from digital platforms to local advertising, to connect effectively with potential clients.

Finally, we’ll examine various sales strategies to boost revenue generation, covering approaches from consultative selling to leveraging technology for efficiency.

Construction Contractor Business Plan

Fully editable 30+ slides Powerpoint presentation business plan template.

Download an expert-built 30+ slides Powerpoint business plan template

Market Analysis

Understanding the market dynamics and your position within them is fundamental to creating an effective sales and marketing plan for your construction business.

Competitive Analysis

• Identify Competition : Research other construction contractors in your area. Assess their services, pricing structures, project portfolios, client testimonials, and marketing tactics.
• SWOT Analysis : Conduct a SWOT analysis to gauge your business’s Strengths, Weaknesses, Opportunities, and Threats in comparison to competitors. This analysis will help identify areas for differentiation and improvement.

Target Audience Profiling

• Define Your Audience: Determine the demographics (such as age, income level, location) and psychographics (preferences, values, priorities) of your ideal clients. Understanding their needs will guide your marketing strategies and service offerings.
• Client Needs and Expectations: Understand what clients prioritize when hiring a construction contractor—whether it’s quality craftsmanship, adherence to timelines, budget-friendly options, sustainable building practices, or personalized attention.

Branding and Positioning

Crafting a compelling brand identity and establishing a distinct market position is crucial for setting your construction business apart from competitors.

Brand Identity Development

• Define Brand Values: Begin by articulating the story behind your brand. What inspired you to start this venture? What values drive your business operations? Develop a narrative that communicates your passion, expertise, and commitment to delivering exceptional construction services.
• Visual Identity: Visual identity plays a significant role in brand recognition. Consider how your logo, color palette, typography, and imagery can convey the essence of your brand. Aim for consistency across all touchpoints—from your website and social media profiles to business cards and project proposals—to reinforce brand recognition and recall.

Market Positioning Strategy

• Identify Your Unique Selling Proposition (USP): Start by identifying your unique selling proposition (USP)—the specific aspect that sets your services apart from competitors. This could be expertise in a particular construction method, a focus on sustainable practices, a commitment to innovation, or exceptional customer service. Emphasize this USP consistently in your marketing efforts to create a distinctive identity.
• Positioning Statement: Craft a positioning statement that succinctly communicates your USP and value proposition to potential clients. This statement should encapsulate the essence of your brand and resonate with your target audience . It acts as a guiding principle for your marketing and operational decisions, ensuring alignment with your business objectives.

Marketing Channels

Utilize various marketing channels to increase brand awareness, engage potential clients, and secure construction projects.

Digital Marketing

Embrace online platforms to expand your reach:

• Website Optimization: Create a professional website showcasing your portfolio, client testimonials, and a blog featuring industry insights and project case studies. Implement SEO strategies to improve your website’s visibility in search results.
• Social Media Presence: Utilize platforms like LinkedIn for professional networking, Instagram and Pinterest to showcase completed projects, and YouTube for construction project walkthroughs or tutorials.
• Email Marketing: Build an email subscriber list by offering valuable content such as construction tips, project spotlights, and industry updates. Send regular newsletters to maintain engagement.

Local Advertising

Connect with your local community:

• Networking Events : Attend local trade shows, industry conferences, and business networking events to establish connections with potential clients, architects, and developers.
• Community Engagement: Sponsor community events, participate in local charity initiatives, or offer workshops related to construction and home improvement to increase visibility and build trust.
• Print Media and Direct Mail: Advertise in local newspapers, and magazines, or send direct mailers showcasing your construction projects and services to targeted neighborhoods.

Partnerships and Collaborations

Leverage collaborations to expand your reach:

• Industry Partnerships: Collaborate with architects, interior designers, real estate agents, or suppliers to create referral programs or joint marketing initiatives.
• Client Referral Program: Incentivize existing clients to refer your construction services by offering discounts or rewards for successful referrals.

Promotional Activities

Attract potential clients with enticing offers:

• Seasonal Promotions: Introduce seasonal promotions like ‘Spring Renovation Specials’ or ‘Summer Outdoor Remodeling Deals’ to generate interest and urgency.
• Free Consultations: Offer free initial consultations to prospective clients, providing insights and recommendations, showcasing your expertise, and building rapport.
• Limited-Time Discounts: Create limited-time offers for larger projects or exclusive discounts for early project bookings.

Sales Channels

Deploy effective sales strategies to convert leads into projects and maximize revenue.

Consultative Selling

Develop relationships with potential clients:

• Client Education: Provide comprehensive information about construction processes, materials, and project timelines to build trust and credibility.
• Tailored Proposals: Customize proposals that address the specific needs and preferences of potential clients, showcasing your expertise and understanding of their project requirements.
• Project Add-Ons: Suggest additional services or features that could enhance the value of the project during client interactions or proposal presentations.

Client Relationship Management

Focus on client retention and satisfaction:

• Post-Project Follow-ups: Conduct follow-ups after project completion to ensure client satisfaction and address any concerns promptly.
• Referral Requests: Ask satisfied clients for referrals and testimonials that can be used in future marketing efforts.
• Customer Service Excellence: Prioritize exceptional customer service throughout the project lifecycle to foster long-term client relationships.

Technology Integration

Leverage technology for efficiency and convenience:

• Project Management Tools: Utilize software or applications for project scheduling, progress tracking, and communication with clients to ensure transparency and efficiency.
• Online Project Quoting: I mplement online quoting tools or calculators on your website to provide quick estimates, streamlining the initial inquiry process for potential clients.
• Virtual Presentations: Use virtual meeting platforms to conduct project presentations, share design concepts, and collaborate with clients remotely.

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Construction Sector/B2B

Brand strategy, marketing & business development, 11 construction marketing plan strategies.

Having a well-structured construction marketing plan goes a long way in gaining an edge in a highly competitive industry. With the right marketing plan, you can efficiently demonstrate the value you offer clients, generating more quality leads and retaining more current customers.

However, considering the numerous marketing avenues companies have at their disposal, developing a great construction marketing strategy can be a challenge.

At INDUSTRI we have compiled a list of 11 strategies that will help you, as a construction business executive, create the robust marketing plan your company needs.

11 Construction Marketing Ideas

Some of the leading marketing challenges various companies face include inadequate planning and undercapitalization. Your construction company or engineering firm might offer plenty of value to clients, but insufficient brand awareness can be a significant stumbling block to communicating that.

How can you develop an effective construction marketing plan that will help you establish and increase your company’s reach? The following strategies will help.

1. Define Your Company’s Vision and Mission

A mission reinforces the reason your company exists, while a vision describes your strategic view of the company in the context of its operational environment.

Why is defining the company’s mission and vision the first step in developing a marketing plan? Because your mission and vision will determine the direction your marketing takes both visually and verbally. Before knowing how to sell effectively, you need first to clearly define what it is your business is really good at and sell that. At INDUSTRI, we call it, “Branding the Benefit.”

2. Study the Construction Industry and Consumers

One of the leading causes of companies underperforming in their business development stems from selling services to the wrong people. Conducting in-depth research and analysis of your current market and target market will help make your marketing and overall construction business successful.

You do not need to break the bank to conduct your research. For instance, tools like Google Forms can help you collect data from your suppliers, employees, customers, and other industrial sector players.

3. Study Your Competitors

Developing your construction marketing plan should also involve assessing your competition’s marketing initiatives and exploitable weaknesses.

Begin by identifying your biggest competitors, then evaluate their website, content, and the marketing messages they are pushing. Consider looking into:

• The market segments the business targets
• The marketing channels they use and how they use them
• The uniqueness of their marketing plan
• How they employ modern construction technology
• Their market share

Doing so will help you get a sense of how your competitors position themselves in the market. It helps you understand your competitors’ strengths and weaknesses while enabling you to implement countermoves within your marketing strategy.

4. Perform a SWOT Analysis

A SWOT analysis allows you to assess the strengths, weaknesses, opportunities, and threats that your construction firm faces. Weaknesses and strengths are characteristics tied to your business, while threats and opportunities include internal and external factors that either positively or negatively impact your company, depending on how you react to them.

Performing a SWOT analysis provides you with an opportunity to improve your company’s weak areas and cement its strengths. It also enables you to exploit opportunities while shielding your business against potential threats.

5. Properly Position Your Construction Business

By identifying your company’s strengths and the possible opportunities you can take advantage of, you can better position your construction firm for success. Positioning the business determines how your target audience will perceive your brand and services.

While you will not directly use your company’s positioning statement in your marketing campaign, it will drive your overall construction marketing plan. The statement makes it easier for you to develop more focused and consistent strategies.

When positioning your construction business, you should keep certain factors in mind, including:

• Your target market
• Your company’s strengths, weaknesses, threats, and opportunities
• Your competitors’ services and marketing strategies

6. Determine Your Initial Marketing Objective

While your company’s marketing strategy should ideally be a long-term plan that lasts several years, it is better to determine several short-term initial goals when developing strategies.

For instance, if you plan to run regular campaigns every year, it would be better to have not only an annual marketing plan but also a separate plan for each marketing campaign. Each campaign should have goals that must align with the company’s annual sales objectives and its overarching strategic goal.

Growth Marketing for Construction Companies

Ensuring your individual marketing campaigns align with your general strategy is easier said than done.

Through growth marketing, you can efficiently align all your marketing efforts. It helps get everyone on the same page, helping you avoid wasting time and money promoting a message that is not aligned with your business goals.

It begins with defining your desired objectives and outcomes. For example, do you want to increase brand awareness to become more visible, or strengthen your relationships with existing customers?

Write your end goal down, then come up with tactics that align with this objective. Next, establish metrics that will help you evaluate what works and what doesn’t work. Finally, ensure that you have regular check-ups to keep everything aligned, gradually adjusting these tactics as you get closer to your end goal.

7. Create a Marketing Budget

Your budget represents the most vital part of your construction marketing plan.

When planning your marketing budget , begin by performing a deep dive into the market research data. Assess the media habits of potential clients, then determine the estimated budgets you need to engage with them in those channels. Remember that your total budget should cover aspects like:

• Salaries for marketing personnel
• Paid advertising
• Building and maintaining the website
• Marketing tools like sales decks and brochures

If this is not your first marketing campaign, examine the historical data to identify each channel’s cost-per-acquisition. Doing so will help you determine the most effective channels to use.

A crucial step includes ensuring your campaigns do not exceed their marketing budgets and provide you with a solid return on investment.

8. Create and Maintain a Construction Company Website

Your company’s website is more than just a brochure. It often serves as the first place prospective clients and employees will go to get more information about a new business and the services it offers. As such, it is essential to create a well-designed site that offers clients the precise information they need.

What Your Site Should Include

Having a highly developed construction website will allow you to do more than generate quality leads. It will also help give your company its competitive advantage. When creating your website , always have your clients’ personas in mind, asking yourself:

• Who they are
• What solutions do they want or need
• What solutions do we offer

While having answers to these questions will help you determine the information to include in your website, other key elements should also feature. These elements include:

• Menu Bar: Including a descriptive navigation tool will make it easy for clients to find the information for which they are searching
• Chatbot: These automation tools help visitors get the answers they need without having to reach out to your customer service or marketing team
• Construction Blog: Regular blogging (article posting) is an excellent way to provide prospective clients with content that not only informs but also establishes your company as an industry expert while boosting your SEO efforts
• Call to Action: Include creative and descriptive calls to action to help you convert quality leads

9. Implement a Social Media Strategy

A successful marketing plan taps into the massive potential of social media. It currently provides an excellent way of reaching new clients and building brand recognition and loyalty.

One thing to keep in mind is that there is no one-size-fits-all approach. Your strategy will depend on:

• Who your ideal client is
• The platforms they use
• The nature of the content you post
• When you post your content

For example, if your construction firm offers home interior refits, platforms like Instagram, Facebook, and Twitter prove ideal for engaging homeowners. Alternatively, if you need to target Presidents/CEOs/Owners etc to land major construction projects, doubling down on your LinkedIn content marketing could be a beneficial strategy.

Besides reaching new clients, social media also gives you an excellent community outreach channel, helping you build relationships with your employees and clients giving them insight into your company’s personality.

Also, do not be afraid to include video marketing in your social media marketing strategy. Video remains one of the best mediums for content consumption, creating incredible conversions, especially when optimizing it for SEO in your marketing mix.

The key to capitalizing on digital marketing is doing your research on the platforms your target audience engages with most, keeping in mind the message you would like to put across.

10. Include Paid Advertising

Paid advertising is a strategy that involves spending money in order to get your construction company in front of your target audience. This strategy can quickly generate measurable results from your construction company’s marketing plan.

Reports show that traffic from pay-per-click advertising yields 50% more lead conversions than traditional advertising. In doing so, pay-per-click advertising can offer you greater returns on investments.

As always, remember to do your research before you allocate resources. Targeting the wrong audiences can waste a lot of money, quickly depleting your marketing budget.

While you have several options to invest in, when including paid advertising as part of your marketing’s wider strategy, consider investing in any, or all of the following:

• Facebook ads
• Instagram ads
• Display ads
• YouTube ads

11. Establish Key Performance Indicators (KPIs)

Successful marketing plans involve establishing key performance indicators as well as tracking and measuring the progress you make. Let’s review the most essential indicators to include in your construction marketing.

• Email marketing leads
• Sales growth
• Customer acquisition cost
• Customer lifetime value
• Website traffic
• Incoming website links
• Website traffic-to-lead ratio
• Social media reach
• Social media engagement

While not all these KPIs will need assessing, it is vital to regularly keep track of your campaign’s performance, making adjustments as needed.

Streamline Your Construction Marketing Strategy

Developing a construction marketing plan plays an integral part in streamlining your marketing strategy and goes a long way in helping you improve sales and gain a competitive advantage.

Considering the increased competition in the construction and industrial sector, and given current market conditions, improving your storytelling and aligning your marketing functions has never been more crucial to your company’s success. While this is often not as straightforward as you might like it, INDUSTRI can help.

At INDUSTRI, we remain committed to delivering strategic brand positioning and marketing services that help your marketing campaigns achieve your desired goals. Backed by years of experience, we have developed a process that breaks down the best practices of construction marketing into three steps.

• Step One: We begin by creating your company’s brand, defining and visualizing the main idea that will resonate with your target audience.
• Step Two: We create relevant content that consistently communicates your brand message, turning every engagement into a branding and selling opportunity.
• Step Three: We then determine the value of your clients, ensuring the cost of acquisition does not exceed it.

When your marketing story does not align with your company’s sales strategy, your marketing efforts will fail to perform optimally. However, by following these steps and capitalizing on efficient project management, the right answers will emerge, enabling you to implement effective strategies with lasting effect.

Brand advertising is a mature science. While you can find well-documented practices to help you achieve your desired results, tapping into INDUSTRI’s experienced team gives you the best possible chance of effectively applying these practices.

Get in touch with us today at 212-634-9383 Ext. 701 to learn how we can help you develop an optimized construction marketing plan that will help you drive sales and win more of the work you want to win.

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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.

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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.

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How to Develop a Marketing Strategy for a Construction Business

In the growing construction industry today, marketing has become one of the most essential tools to succeed. Construction companies can do it all right, from material and labor management to construction planning. However, at the end of the day, the business requires a strong selling point for customers to choose it. This is the purpose of a great marketing strategy.

Getting your business out to the right people in the right way is the key to any company’s success. A lot of businesses are already investing in advertising. However, marketing is a lot more than just advertisements. It consists of many small marketing aspects that need to work together in order to be truly useful. The right way to reach the right people is to develop a marketing strategy for your construction business.

A marketing strategy for a construction business is like a blueprint for a building. Can a building be constructed without a blueprint? Most likely not. Similarly, your construction business would not function at its best potential without a solid marketing strategy in place. Wondering how to develop that perfect marketing strategy? We’ve got you covered. Read on to understand the benefits that a marketing plan brings and the best ways to put one together.

Benefits of a Marketing Strategy for a Construction Business

A clear, thorough, and feasible marketing strategy can help your business flourish like never before. Regardless of how your business operates, it can only get better with a marketing strategy in place. Before developing a marketing strategy for your construction business, it is good to understand the positives of having one. After all, every task you undertake needs to have some value to your business.

Here are some of the benefits that your business can enjoy when you have a marketing plan.

• Utilizing a marketing strategy, you can increase your construction brand’s visibility among your target audience.
• Build strong credibility for your company in the construction industry, making it a reliable partner of choice.
• Understand your target audience better and focus on their specific needs.
• Generate trust, and thereby loyalty, not just among current clients but potential customers too.
• Position your construction company as an expert authority in the industry.
• Generate more traffic to your site, creating and therefore converting more leads.
• Create lasting relationships with your clients by opening communication channels through social networks.
• Create awareness for your brand. The more people who recognize your construction business, the more interest in partnering with you.
• Save time and money when your business is following a well-thought-out plan.

These are just to name a few of the advantages. Your business can soar to greater heights with the right plan. Let’s now look at some important stages involved in building the right marketing strategy for your construction business.

Define your purpose

Every construction business operates with the purpose of achieving certain objectives. For a marketing strategy to be effective, its basis should be strong and well-defined. Think about what goals your construction business needs to accomplish using marketing. It could be anything from expanding the business to grow your revenue streams. The marketing strategy for your construction business will be tailored towards the objective you choose.

It’s important to remember that your goal has to be realistic and measurable. Using the ‘SMART’ approach is one of the best ways to ensure this. SMART stands for specific, measurable, attainable, relevant, and time-bound.

• Specific – avoid vague objectives like ‘improve sales’, or ‘grow my business’. Delve deep into the initial assessment and identify a clear, specific, goal. For example, what markets you want your business to grow in, or what sales areas you want to focus on.
• Measurable – add numbers to your goal to measure its progress. If you want to improve sales in a specific market, define the percentage you want to grow. Add dates, amounts, counts, etc. to make it measurable.
• Attainable – is your business capable of achieving the goal you’ve set? Consider your existing resources, the monetary aspects, and other such factors to understand if your goal is doable.
• Relevant – keep the objective relevant to the direction you want your business to take.
• Time-bound – set a deadline, simple as that. Analyze your objectives to figure out how much time it should ideally take to get there. Add some leeway for contingencies, and this will be your deadline. Having a target end-date will keep you focused on the goal and bring a sense of urgency to reach it.

A smart goal is key in getting the marketing strategy for your construction business headed in the right direction.

Evaluate your company’s strengths and weaknesses

Next comes a deep-dive into your construction business itself. To develop a marketing strategy that works, you need to really understand your construction business inside and out. Look at past performance, research your records, get feedback from existing clients, and understand your business thoroughly. Identify what you’re really good at – those are the strengths that help your business grow. What needs to be improved? Identifying weaknesses is really important in order to develop a plan to handle them.

Your marketing strategy should focus on the areas of your business that enable profitable activities. At the same time, weak areas need some of the focus to ensure they don’t adversely affect the high-functioning parts. A good marketing plan improves on already great areas, while simultaneously boosting parts of your business that are lagging behind.

Additionally, another way to identify your strengths and weaknesses is to compare your business with others in the market. Competitors are always a good benchmark to access your position with customers. What are you doing differently to draw customers to your business? Likewise, what is your competitor doing that makes them a better option for customers? These are some of the questions to ask yourself in order to get a better understanding of your company. This, in turn, helps to develop a marketing strategy that works well with your business.

Understand your customer

All the marketing plans that your business makes are eventually aimed at one thing – your target audience. As such, planning your marketing strategy depends heavily on really understanding your customer type. This may be different in the various market segments your business is catering to.

So, what exactly is a target audience? These are the people who are most likely to partner with your construction business. The ones who want to utilize the service or product that your business is offering. If your construction business caters to different sectors like commercial, residential, industrial, etc., this target audience changes with each one.

Each type of customer looks for different things in a construction company. A homeowner may be looking for a company that provides detailed planning and interactions. Similarly, a commercial developer may be looking to partner with a construction business that can handle heavy workloads. Whatever the requirement, your marketing strategy should identify it and plan to market it accordingly.

Understand the market and the competition

Research and analysis are the pillars of any successful marketing campaign. Market research is the next important step to developing a solid marketing strategy for your construction business. The construction industry, your competitors, the market situation, are factors that have an impact on your marketing plan.

There are 3 ways in which you can gather data on the market and your competitors.

• Existing data – utilize existing information from sources like the internet, internal records, and connections in the industry.
• Fieldwork – set up survey systems to gather information from people in the industry itself. There are numerous online tools available to help with this type of research.
• Hire an agency – you can also outsource your market research to professional agencies. They will provide in-depth market analysis and studies for a price.

Additionally, assess the competition by comparing your business to some of your closest competitors. Compare your pricing plans and service quality. Are your competitors able to provide better quality at lower rates? If so, what are they doing differently? Understanding the kind of marketing strategies that they use also helps in improving your own marketing plan.

Arrive at a sound marketing budget

Financial planning is another crucial element in the marketing strategy for your construction business. If not planned right, marketing budgets can negatively impact your business performance. Spend too little and your business may not reach enough customers; spend too much and it could lead to losses. Arriving at the right amount is not tough, it just needs analysis and understanding of what you want to achieve.

There are several factors to consider before arriving at your marketing budget. Answer these questions to get a starting point in your budget planning.

• What marketing channels do you want to include in your marketing strategy?
• Do you need to hire an additional workforce to handle marketing activities?
• Does your existing staff have the capability to manage the marketing plan?
• Are you looking to utilize free marketing tools or paid channels such as Facebook advertising?
• How many different market segments do you intend to target?
• How long are you planning to run each marketing channel you choose?

The answers to these questions will give you an idea of the financial burden to expect. Additionally, the type of construction business you own will also have an impact on the monetary aspect. Small scale construction companies more often than not focus on local or niche market segments. This reduces the marketing budget since there’s no requirement for large-scale advertising. However, construction firms operating in multiple domains and markets will need to have a more comprehensive budget.

Tie it all together

At this point, we have defined your construction company’s purpose, strengths, weaknesses, target audience, markets, competition, and budget. Now comes the ‘strategic’ part of building your marketing strategy! All these are individual components of the marketing strategy for your construction business , which need to be combined cohesively.

Here are some tips to keep in mind when you develop your marketing strategy

• Focus on growing construction sectors when choosing your markets. More growth means more business.
• If your construction business offers specialized skills, focus on those niche markets more. There may be fewer competitors in niche sectors, thereby allowing your business to become experts in that area.
• Highlight innovative designs and techniques that your business uses in your construction work. Make your marketing plan stand out from the competition in every way possible.
• Build an effective communication channel with both existing and potential clients using your marketing tools. The more you interact with them, the more trust you build. Make your brand real and relatable by maintaining a connection.
• Keep your profile, website, and social media accounts up-to-date. These aspects form the face of your business and are the first point of contact for potential customers. Add engaging content emphasizing your company’s track record, specializations, niche skills, etc.
• Document the marketing strategy for your construction business as a well-defined, clear, and trackable source.

Use these tools and tips to develop your marketing strategy into an effective one.

Develop your marketing plan now!

Now that you know how to develop a marketing strategy for your construction business, get started! An effective marketing plan is a key factor in growing or expanding your business. For success in the long run, it’s important not to underestimate the importance of marketing.  Getting the marketing plan right is even more essential.

Although developing a marketing strategy is not easy, it’s important to spend adequate time and resources to get it right. Moreover, your marketing strategy need not be a fixed source. As your business grows and starts enjoying its benefits, additional insights can help tweak it for future use.

Finally, don’t forget to monitor your marketing strategy regularly. Keep doing what works well for your business and learn from the plans that don’t work out. Don’t hesitate to experiment with your marketing plan as it progresses. In today’s fast-paced, evolving construction world, things can change at a moment’s notice. Stay in tune with the latest trends and make changes to your marketing strategy accordingly.

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The Constructor

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. 

7 Marketing Strategies for Promoting your Construction Business

1. Include your staff in the marketing campaign

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.

2. Make your video content compelling 

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. 

3. Encourage past customers to come back!

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.

4. Promote your business on social media

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.

5. Make a transparent website

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.

6. Set up Google ads

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.

7. Make sure clients can easily find your phone number

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.

The benefits of creating a blog for your construction business

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.

The Importance of Partnering with Similar Businesses 

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.

Conclusion 

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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How to find and retain clients for construction business.

Sudarshan Somanathan

Head of Content

July 19, 2024

There was a time when shaking a few hands and dropping off a few business cards was enough to find clients and keep construction project orders rolling. But today, those client acquisition tactics are outdated and just won’t cut it.

Today’s buyers are smart, informed, and spoiled for choice. They scour the internet, read reviews, and compare options to find the best service. If your construction company isn’t showing up in those searches and making a solid first impression, you can’t be the first option. 

You need to master finding and retaining clients for your construction business and create a solid strategy that converts them.

Why is this important? A lack of consistent business will lead to a waste of resources and funds.  Your workers will sit idle, and your competition will only grow.

So grab your hard hat, roll up those blueprints, and get ready to construct a solid client acquisition strategy !

The Significant Role of a Detailed Marketing Strategy

Seo for increased discoverability, social media marketing for brand awareness, email marketing for lead generation, ppc campaigns and google ads for targeted advertising, click-through rates for analysis, content marketing and link-building for thought leadership, online reviews and testimonials, networking and relationship building strategies, crms for the construction industry, bid websites and lead generation services for construction, how to use clickup for your construction business, clickup for collaboration, payment options and financing solutions, setting yourself apart from the competition, maintaining client relationships , paving the way forward.

Look, we get it—you’re a construction expert, not a marketing maven. But here’s the harsh truth: even the most skilled contractors struggle to land clients without a solid marketing strategy.

To create an effective construction marketing strategy, you must go beyond building a website. You need to start by deeply understanding your target audience, their pain points, and what makes them tick. 

Are you targeting residential clients looking for their dream homes or retail giants in need of office makeovers? Get specific about who you’re targeting, their budget, and how to speak their language .

Don’t forget to analyze your competition, too. See what they’re doing right (and wrong), and find ways to differentiate yourself .

Maybe it’s highlighting your eco-friendly building practices or your lightning-fast turnaround times. Maybe you specialize in areas like historic renovations, seismic retrofitting, or smart home integrations and can use this to differentiate your services. You could also use 3D rendering and virtual reality to showcase potential projects. This can help clients better understand the end result and increase buy-in.

That’s okay. Study the businesses you find aspirational and understand how they work the system.

Global construction businesses like DPR Construction and Skanska have great websites that showcase their expertise through project portfolios, testimonials, and engaging visuals. They also use social media to their advantage by sharing job site updates and thought leadership content.

On the other hand, smaller local contractors often find success by doubling down on community involvement and word-of-mouth marketing. Sponsoring Little League teams, partnering with local nonprofits, and leveraging satisfied clients as referral sources can be beneficial. Joining local communities and forums on Facebook and other social media platforms works wonders.

💡Pro tip : Safety is paramount in construction. To build trust, include your company’s safety record and certifications in marketing materials.

The bottom line? There’s no one-size-fits-all construction marketing strategy. But with some research, creativity, and a willingness to experiment, you can craft an approach that generates a steady stream of projects for your business.

The Power of Digital Marketing Platforms

The digital age has rendered traditional marketing tactics like billboards and flyers too old school for filling your construction project pipeline. Potential clients now rely more on online research to find and vet companies. If you’re not online, you’re probably invisible.

Here’s how to find clients for construction business by optimizing your digital presence:

Want to show up first when people Google construction services? Say hello to search engine optimization, aka SEO. Whenever someone looks up keywords related to your services, good SEO practices will ensure you show up and rank high on the search results.

Think of the last time you wanted to find a dentist. You went on Google and probably typed in ‘Best dentist in Boston’ before you found a list of them in the search results.

By strategically sprinkling relevant keywords throughout your website, you can boost your discoverability as a construction company. Optimize for location-specific keywords and make sure prospective clients find you when they’re hunting for ‘Denver home renovations’ or ‘commercial construction NYC’.

💡Pro tip: SEO is an art that can get pretty technical. Instead of wasting time on trial and error, hire an SEO specialist to optimize your web presence. 

A solid social media game is as crucial to your business as having the right power tools on a job site. Platforms such as YouTube, TikTok, and Facebook allow you to showcase your work in various formats, build brand awareness, and engage with your audience upfront. It’s one of the quickest ways to reach your target audience and build credibility by highlighting your USP.  

💡Pro tip: Share behind-the-scenes footage, job site updates, or smart hacks on your social media to give prospects or clients a peek into your construction expertise and know-how.

ClickUp , a powerful construction project management tool, offers one of the easiest and beginner-friendly social media content templates for planning a result-oriented social strategy.

ClickUp’s Social Media Content Plan Template is highly customizable and makes social media planning easy for everyone, regardless of your experience or industry!

Once you download the template, you can access a list of ready ideas to start building your social media posts around . For someone who doesn’t have a lot of time to plan and regularly post on social media, a social media template such as this one is super time-effective. 

You can plan all your posts for the month at once and record them in the template for easy access. You can even use ClickUp Brain (ClickUp’s multi-faceted AI-powered assistant) directly from the template to help you quickly craft engaging social media posts.

With custom fields, you can assign the copywriter, designer, and publisher and specify the social media platform on which you want to post. 

While social media is super useful for brand-building and engagement, don’t underestimate old-school email for generating leads. 

About 60% of marketers who took a survey by Mailmunch said that they prefer email marketing over social media for better reach. That’s because email marketing promises a 40–45% open rate.

Email marketing is still popular for marketers and salespeople to nurture, convert, and engage with old and potential clients. Strategic email campaigns allow you to nurture potential clients through the sales funnel and establish yourself as the go-to construction authority.  

Remember when you Googled ‘Best dentist in Boston’ and saw a list of suggestions? The first few results labeled as Sponsored or Ads are paid ads. The company bids to be on top of your search results. 

With pay-per-click (PPC) advertising, you can choose keywords and pay search engines to show your ad to people looking for your service. This is a great way to get your business in front of a targeted audience actively searching for your services. 

For example, with Google Ads, you can bid on keywords to prominently display your ads when someone searches for specific terms related to your business.

Online marketing is all about getting those clicks! Your click-through rate (CTR) measures how many people click on your website, ads, or emails after seeing them. The higher your CTR, the more effective your digital efforts. It’s like a popularity contest but for your construction company’s online presence.

Want to solidify your reputation as a construction mogul? Content marketing is your way to go.

Invest in content marketing by publishing informative blogs, detailed guides, and how-to videos that share your industry expertise. A comprehensive set of content around your work and your USP will help establish you as a thought leader and authority in your domain.

As you build high-quality content, other sites will also start linking back to you, signaling to Google that you’re a trustworthy, authoritative source in the construction realm.

Some other tips for creating high-quality content and generating links to your business:

• List your business on industry-specific directories like The Blue Book Building and Construction Network
• Showcase your projects from start to finish with time-lapse videos on YouTube or Instagram to demonstrate your efficiency and expertise.
• Use augmented reality (AR) apps to show potential clients how their project might look in real-time, overlaid on their existing space

Need help with your content plan? Construction workflow management software like ClickUp has got you covered!

ClickUp’s Content Plan Template is a free, intuitive tool for building a content plan quickly.

The template offers ten content ideas that you can instantly start working on. You can flag them as Urgent, High, Normal, or Low to prioritize your work accordingly.

Mention the purpose of the content, assignee, content format, and other relevant details to create a targeted content plan that will yield results quickly.

With 15+ types of views, see at a glance which posts are In Progress, On Hold, Not Started, Need Review, or Approved.

Along with that, you can also try ClickUp’s Marketing Plan Template to achieve your overall marketing goals. 

• Set achievable benchmarks for marketing 
• Organize those objectives into tasks and subtasks to reach your goals
• Monitor progress via metrics and analytics, and adjust your strategy as needed

Building and Maintaining Online Reputation

In construction, your reputation is everything. After all, the client’s investment is substantial, and they expect quality, durability, and, of course, aesthetics. It’s not every day that one renovates or builds a new property. Building your online reputation leads to more inquiries, higher-quality leads, and, ultimately, more lucrative projects.

Follow these steps to manage and improve your online reputation:

• Create content that proactively addresses frequent client worries in construction, such as cost overruns, project delays, or noise pollution 📈
• Showcase your best work through high-quality photos and videos on your website and social media. Share case studies of how you overcame unique construction challenges, like difficult terrain or tight urban spaces 
• Prominently display industry-specific certifications like LEED, OSHA 30-Hour, or state contractor licenses in your online profile
• Engage with your audience on social media. If you work with high-quality subcontractors, mention them in your online presence to show the strength of your professional network 
• Aim for exceptional customer service
• Respond promptly and professionally to all feedback 
• Regularly monitor your online presence and address negative feedback constructively  

Do not ignore the comments on review sites online! Client reviews provide support and visibility to your construction business. Positive reviews on Yelp, HomeAdvisor, or Google build trust toward your brand, while thoughtful responses to negative ones demonstrate your professionalism.

Use ClickUp’s Feedback Form Template to collect and manage client testimonials easily. It’s a great way to gather those reputation-boosting reviews for your website 9and land more clients!).

With ClickUp’s Feedback Forms Template, you can also build review or feedback surveys for all customers. That way, you can gather more data on what your target audience wants, what services they particularly like or dislike, and how you can make them happier next time!

You can also learn about your popular services and build promotional campaigns around them. Using ClickUp’s Custom Fields , you can add seven different custom attributes to your dashboard, such as Client Name, Permit Pending, Date of Purchase, Customer Tier, Overall Rating, and Suggestions for Improvement, to save customer feedback and easily visualize customer data.

Speaking of feedback, ClickUp’s Forms feature offers a simple and convenient method for collecting client requirements and feedback. It’s a great way to manage your clients and their expectations. Use it to:

• Gather initial project requirements
• Turn responses automatically into tasks
• Collect post-project feedback
• Run client satisfaction surveys

In the construction industry, your network can be as valuable as your toolbox. While digital marketing is crucial, there’s still immense power in face-to-face conversations. Building fruitful relationships with your customers, local suppliers, subcontractors, and other stakeholders goes a long way toward helping your business .

💡 In case you need it, here’s a handy glossary with 50 construction management terms .

Industry conferences , trade shows , and local business meetups remain important for making valuable connections. 

Become active in organizations like Associated General Contractors of America (AGC) or the National Association of Home Builders (NAHB). Attend and exhibit at events like the International Builders’ Show or World of Concrete to connect with potential clients and stay updated on industry trends.

These traditional methods work because construction is fundamentally a people business —clients want to work with professionals they know and trust.

But networking is about more than finding new construction clients. Cultivating strong relationships with local suppliers and fellow construction professionals can lead to:

• Project referrals
• Partnerships on larger jobs
• Insider knowledge about upcoming opportunities
• Deeper understanding of repeated customers’ needs

Think of it as building a support beam for your business—the stronger your network, the more weight your company can handle.

Don’t overlook the value of community events, either. Local charity functions , Chamber of Commerce meetings , and community improvement projects are perfect for showcasing your commitment to the area while expanding your network and maintaining good relationships with city planners to gain insights into upcoming projects and zoning changes.

Perhaps the most powerful tool in your networking arsenal is the satisfied client. Don’t be shy about asking satisfied clients for referrals.

Utilizing Technology for Client Acquisition

A global survey by PlanRadar revealed that over 70% of construction businesses face challenges implementing new technologies. The adoption rates of technologies such as 3D printing, robotics, and artificial intelligence seem to be rather low at 20%, 18%, and 26%, respectively.

Let’s explore how technology can revolutionize your construction business.

According to a study by McKinsey , 77% of construction projects are at least 40% late . The reasons for that can either be unforeseen factors, such as the weather, equipment failure, or labor shortage, or avoidable, such as poor pre-planning, scheduling issues, project conflicts, miscommunication among stakeholders, and incorrect data.

That’s why there’s a big need for Customer Relationship Management (CRM) systems to manage construction projects. CRMs are no longer just for sales teams. In construction, a good CRM can help you manage leads, track client interactions, and streamline your sales process. 

You can access construction bidding websites and lead generation services to find new business opportunities.

Construction bidding sites such as BidClerk, iSqFt, and Construction.com list thousands of active construction opportunities that you can bid on.

Here’s what they do:

• List active construction projects seeking bids
• Allow contractors to search and filter projects by location, type, and budget
• Provide access to detailed project specifications and requirements
• Enable direct bid submissions through the platform
• Notify contractors of new relevant projects

These websites streamline the bidding process, connecting contractors with various potential projects and allowing them to compete for larger, more lucrative contracts. 

On the other hand, lead generation services help construction companies fill their sales pipeline with pre-qualified leads, allowing them to focus on relationship-building and closing deals. They connect you directly with clients seeking construction services, increasing your chances of landing new projects. 

Some key benefits of using bidding websites and lead-generation services are: 

• Expanded project opportunities beyond local networks
• Time savings on lead generation and project research
• Access to pre-qualified leads and active projects
• Increased competitiveness in the market
• Ability to filter and target specific project types or clients
• Insights into market trends and demand
• Reduced costs associated with traditional marketing methods
• Enhanced ability to scale business operations

Your website is your 24/7 digital representative. To make it effective, ensure it:

• Loads quickly
• Is mobile-responsive
• Has high-quality images of your completed projects to showcase your best work visually
• Clearly state your services and areas of expertise
• Includes client testimonials and case studies
• Has easy-to-use contact forms to encourage potential clients to reach out
• Is optimized for local SEO to appear in relevant searches

A powerful website establishes credibility, showcases your professionalism, and can generate leads even outside of business hours. It provides potential clients with the information they need to choose you over competitors.

Let’s see how ClickUp’s construction project management software can help your construction business thrive.

ClickUp for project management

ClickUp’s Project Management for Construction Software offers numerous ways to plan your projects and run them according to your plan. 

• Organize each project into manageable chunks by automatically breaking them down into ClickUp Tasks and Subtasks. It’s like creating a detailed digital blueprint for your work
• From the Calendar View to the Board View , visualize your projects in ways that make sense for your team . Tailor your task dashboard for each team member as you like in 15+ ClickUp Views
• Record time spent on each project and task accurately to bill clients correctly with the help of ClickUp’s Time Tracking feature. No more guesstimating hours or being underpaid for your services
• Keep all project-related files, contracts, leases, agreements, photos, bills, and more in one place on ClickUp Docs . You can even add attachments to your project dashboard

• Track long-term achievements , from project completions to income targets, by setting Goals on ClickUp . Never run over budget or overtime again
• Reflect on your unique workflow stages by creating Custom Statuses. From ‘Permit Pending’ to ‘Final Inspection’, create statuses specific to each project
• Set up workflows to automatically tackle repetitive tasks with ClickUp Automation
• Leverage AI to quickly write contracts, bids, blueprints, and agreements with the help of ClickUp Brain . It’s like having a team of virtual construction assistants at your fingertips

• Keep internal and client conversations organized with ClickUp’s Chat view . The Chat view is embedded within the app, so you don’t need to use multiple apps to stay updated
• If your team is confused about a section in the contract or the design blueprint, create quick explainer videos by recording your screen and accompanying voiceover with ClickUp Clips and add them to the relevant ClickUp Task! 

• Streamline document/design reviews with the Proofing feature . Pinpoint exactly what you want to change in the document/design and avoid confusing and lengthy back and forths with your team. You can add, assign, and resolve comments on any file type—PNG, GIF, JPEG, or PDF
• Leave comments on tasks, goals, or projects and mention assignees with ClickUp Forms so nothing falls through the cracks. This feature helps integrate responses into your workflow by converting them into trackable tasks and much more
• Brainstorm blueprints for new projects or revisions of a current project with your team and clients in real-time on ClickUp Whiteboards . If you like the idea, automatically turn it into a task and assign your team to start working on it

Whether you’re a big or a small business looking for construction project management software , ClickUp is your all-in-one solution. From initial client consultation to final walkthrough, the project management tool keeps your team aligned, your clients informed, and your projects on track!

ClickUp is always a very good choice whenever information has to be shared between multiple people at the same time, and whenever there are different teams working on the same subject from different points of view.

ClickUp’s Construction Management Template helps construction businesses like yours streamline processes, from pre-sales and concept development to execution and delivery.

Here’s how:

• Mark and track each project clearly in the Preparing, Construction, or Finalize stages. Break them further into To Do, In Progress, or Complete tasks
• Align team and contractors on the dashboard for smooth collaboration
• https://app.clickup.com/signup?template=t-102451714&department=other Stay on top of your projects even if you don’t have an internet connection in the field with the offline mode
• Collaborate with team members while on the job site using the iOS and Android apps

Here’s a list of more free construction management templates that you can start using today.

32% of construction businesses reported in a recent survey by Levelset that slow payments impact their ability to complete projects on time .

This highlights a critical issue in the industry where cash flow can make or break a project.

To avoid this setback in your business, you must:

• Offer flexible payment options to clients , including staged payments tied to project milestones
• Explore diverse payment methods, including credit/debit cards, wire transfers, and transaction accounts
• Federal Deposit Insurance Corporation (FDIC) for secure banking solutions
• Small Business Administration (SBA) for loan programs tailored to construction businesses

By diversifying payment options and leveraging financial institution support, you can improve cash flow, reduce payment delays, and ensure smoother project completion.

To differentiate from competitors, you must have a unique POV, an innovative offering, or a quirky brand voice. Here’s how some global construction businesses did that:

• Embrace sustainable construction: AECOM , a global infrastructure firm, set itself apart by committing to achieve net-zero carbon emissions by 2040
• Apply cutting-edge technology: Bechtel , one of the largest construction companies in the US, uses AI and machine learning for predictive maintenance and risk assessment
• Specialize in niche markets: Kiewit Corporation gained a competitive edge by specializing in complex projects such as renewable energy, nuclear power plants, and offshore platforms

Developing a clear, unique selling proposition (USP) is important in setting your construction company apart. Whether you’re ‘The Green Builders – Sustainable Homes for a Sustainable Future’ or emphasizing ‘50 Years of Excellence in High-Rise Construction’, your USP should reflect your company’s strengths and values .

Craft a brand story highlighting your company’s history, values, and mission. It should showcase the founders’ expertise, passion, or unique industry insights, giving potential clients a reason to choose you over competitors. 

To create a strong brand presence, combine this with a consistent visual identity , including a memorable logo and cohesive color scheme across all materials.

Emphasize your expertise by publishing case studies of successful projects and sharing thought leadership content on industry trends, the latest news, and other topics. This will establish your company as an authority in the field.

You can even apply unique ways of managing and executing your construction projects to set yourself apart in the industry.

• Implement Lean construction principles: This approach minimizes waste in materials, time, and effort while continuously improving processes for maximum operational construction efficiency
• Adopt integrated project delivery (IPD): It shares risks and rewards among team members, often using multi-party contracts to align interests. The result is a more efficient, cohesive project delivery process that can lead to better outcomes and satisfied clients
• Use Build Information Modeling (BIM): By creating detailed 3D models, BIM improves project visualization, enhances coordination among different trades, and allows for clash detection to identify and resolve issues before construction begins
• Embrace sustainable construction practices: Use eco-friendly materials and energy-efficient designs, implement water conservation and waste reduction strategies, and pursue green building certifications like LEED or BREEAM

You can’t always rely on getting new projects. That’s why having a client retention strategy is crucial to building lasting partnerships that lead to repeat business and referrals. 

Acquiring a new client can cost five times more than retaining an existing one.

So, what are some strategies to maintain and retain your clients?

• Schedule periodic meetings or calls with them to discuss ongoing projects or any potential future needs
• Keep clients informed about industry trends or new services you can offer that might benefit them
• Implement a system for gathering and acting on client feedback to improve your services continuously

Effective communication builds trust and demonstrates your commitment to client success. Use a mix of channels—email, phone calls, and face-to-face meetings—to stay connected and responsive to client needs.

Maintaining client relationships requires consistently delivering high-quality work. Experienced employees who understand your company’s standards, ethics, and processes are more likely to deliver excellent results.

• Invest in employee training and development 
• Create a positive work culture that values and rewards quality craftspersonship
• Encourage long-term employee commitment through competitive benefits and growth opportunities

When clients work with familiar faces project after project, it builds confidence and comfort. This continuity in your workforce translates to consistency in your service quality, further solidifying client relationships.

ClickUp has a template for that, too! 

ClickUp’s Client Success Template helps you streamline client communication and foster collaboration and trust. Record all your customer interactions, progress, and feedback, identify areas for improvement, and follow up on them.

• Document all your successes that can be shared with the client whenever needed. You don’t have to waste time trying to find old documents and reports to prove your work
• Measure and report on the success of your clients and your team’s work consistently
• View all your client information at a glance on the visual dashboard 

Your online presence is your digital storefront. 

A well-crafted SEO-friendly website, strategic use of bid platforms and lead generation services, and networking can significantly boost your client acquisition efforts. The goal is to nurture your prospects into clients, which can be simplified using templates and tools to make the process seamless.

By leveraging these technological tools and techniques, particularly ClickUp, you’re not just staying ahead—you’re positioning your construction business at the forefront of innovation, ready to build a future of success, one satisfied client at a time.

Sign up for a free ClickUp trial today!

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10 Innovative Marketing Ideas for Construction Companies : Discover effective marketing strategies to reach your target audience

Introduction.

Marketing for construction companies can be challenging, as the industry tends to be more traditional. However, with the increasing competition, it's essential to be creative and innovative to stand out from the crowd. Here are ten marketing ideas to help you reach your target audience and grow your construction business.

1. Social Media Marketing

Social media is an effective tool to reach your target audience and build your brand. Create engaging content that showcases your projects and share industry news and trends to demonstrate your expertise.

2. Email Marketing

Use email marketing to keep your clients and leads informed about your projects and services. Send newsletters and promotional emails with a clear call-to-action that encourages them to contact you for their construction needs.

3. Content Marketing

Create valuable content that educates your audience and positions your company as a thought leader in the industry. Publish blog posts, whitepapers, and case studies that demonstrate your expertise and experience.

4. Video Marketing

Use video marketing to showcase your projects and services. Create video tours of your completed projects, testimonials from satisfied clients, and educational videos that demonstrate your expertise.

5. Influencer Marketing

Partner with influencers in the construction industry to reach a wider audience. Collaborate with architects, interior designers, and other professionals to showcase your projects and services to their followers.

6. Local SEO

Optimize your website for local search by adding location-specific keywords and creating Google My Business listing. This will help your construction company appear in local search results when potential clients search for construction services in their area.

7. Online Advertising

Run online ads on Google and social media platforms to reach your target audience. Use targeted keywords and demographic filters to ensure your ads are seen by the right people.

8. Referral Marketing

Encourage your satisfied clients to refer your construction services to their friends and family. Offer referral incentives such as discounts or free services to incentivize them to spread the word about your company.

9. Trade Show Marketing

Participate in trade shows and exhibitions to showcase your projects and services to potential clients. Use this opportunity to network with industry professionals and build relationships with potential partners and clients.

10. Community Outreach

Get involved in your local community by sponsoring events and charities. This will help build your brand reputation and demonstrate your commitment to the community.

Discover how our construction software can streamline your business operations. Visit Coohom today to learn more.

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• Digital Marketing

START Planning Steps To Develop Your Digital Marketing Success Plan – S For Strategy

Find out how to achieve ROI and business outcomes with a documented digital marketing success plan. Get tips from Corey Morris' new book.

This excerpt is from The Digital Marketing Success Plan, the new book from SEJ VIP Contributor Corey Morris.

In what is the most distracted and disrupted era in digital marketing–especially SEO–history, we’re testing and trying things out faster than ever. While change is coming at us fast, it is critically important to still have a documented, actionable, and accountable plan for your digital marketing efforts .

In his new book, Corey Morris, details a five-step START Planning process to help brands arrive at their own digital marketing success plans to ensure ROI and business outcomes are at the heart of every effort while allowing plenty of room and agility for the rapid changes we’re experiencing in digital and search marketing.

Search Engine Journal has an exclusive feature of the first step in the START Planning process–”S for Strategy”–unpacking the four steps in this first and most critical phase.

Chapter 3: S For Strategy

The Strategy Phase is the most comprehensive part of the START planning process. The subsequent phases are all dependent on the work done and defined in this phase.

Strategy works through profiling, auditing, research, and goal setting. Knowing what marketing has been done in the past, where things stand currently, and—most importantly—where you want to go is critical at this juncture and overall for any digital marketing success plan.

The strategy phase has four steps, the first of which is profile. This could be considered a simple step, as we’re just gathering information and definitions.

However, it could also be misinterpreted, and it is challenging because it requires an expert to ask the right questions. That includes detailing the team involved in the effort and defining the product (services) we must sell, the brand, and the target audiences.

In short, we’re putting the details on the table about who we are, our resources, and our capabilities. We are identifying what we’re selling, what value it has, how we deliver it, and the pricing model. We also must know what our brand is in terms of positioning, differentiation, and equity that it holds.

And, as important as anything, we must know who our target audience personas are, their customer behaviors, and the funnels or journeys they take to buy.

Anyone can ramble off some demographics or targets. But, as companies grow, having a mutually agreed understanding of what the business sells, who it sells to, and the money it costs to do so is extremely hard.

I say all of this in hopes that you don’t get stuck here on some of the hard details, and also knowing that if it is easy, you might want to challenge some things and see if you can go deeper and ensure that you truly have the agreement and buy-in that you seem to.

The second step in the strategy phase is audit. We need to know what we’ve done in the past and are currently doing so we have a full picture of what has worked, what hasn’t, and why. Audits are important at this juncture, and this step might be one of the most time-consuming in the entire digital marketing success plan development journey.

As you obtain or create documentation of historical activities, you’ll need access to all the past and present networks and platforms. Then, you can deep dive into audits , including technical paid search , technical SEO , content SEO , web systems, email marketing systems , and more, based on what has been done in the past and what is available for you at this juncture.

The third step in the strategy phase is research. So far, the focus has been on who we are and what we’ve done leading up to where we currently stand with our efforts. This phase is where we get perspectives beyond our own data and understanding.

This is where we seek out internal perspectives from marketing, sales, ops, product, and other relevant teams and stakeholders—as well as from our customers or clients. Additionally, we’re doing external research to learn new insights or validate what we think when it comes to competitors, target audiences, and what the future opportunity forecasts or models out for us.

The final step in strategy is goals. With a thorough picture of who we are, where we stand, and what opportunities are out there for us, we can workshop to arrive at a realistic set of goals . Maybe we came into the process with our own goals, or maybe at this point, we’re starting from scratch.

Regardless, this step is critical to the rest of the process and arriving at a plan that can drive success. This is where we look at business goals and how marketing can affect them and ensure we set proper expectations before we move the strategy from ideas to action.

“WE HAVE A PROBLEM” Premium Roofing Manufacturer Story

A high-end roofing manufacturing company came to us with a unique problem. Marcy, their marketing manager, had a lot of past success with SEO, their website and email marketing, and extensive campaigns driving traffic to their websites for homeowners and contractors alike–fueling their sales operations.

Marcy had gone through several different agencies over the past few years. She had varying experiences with them, had a great one for a while, and then had a couple that didn’t value or know as much about SEO. She didn’t realize that, at the time, it was a line item to some of those agencies. It was getting done, and rankings and traffic were fine. Nothing was sticking out of the ordinary.

One day, Marcy noticed a problem in Google Analytics. Traffic is starting to drop overall. She dives in and, as she is very familiar with the reports and channels and diagnoses this as an SEO problem within a minute. SEO traffic is dropping, but she can’t tell why.

The agency says everything looks good on their end. Marcy can’t find any errors on the site. However, there’s this mysterious drop where she can see they’re not where they used to be in the Google rankings. Subsequent drops in traffic, conversions, and form submissions going through to their sales team validate it.

She remembered her work with me a few years prior at a different agency and reached out. She thought of me as someone she could trust to fix any SEO problem, which I take as high praise. I was at a conference in Silicon Valley, getting ready to take the stage to speak about SEO troubleshooting.

And so that was the ironic part of it to me. I gave my speech and immediately after had a longer conversation with Marcy over the phone. I could dive in and see the same things she saw, and I knew that we needed to do a full audit very quickly and understand what was going on.

I brought the rest of my team back home into the challenge. Within two days, we had diagnosed two very acute issues that were hidden and that most people wouldn’t see. We wouldn’t have found them unless we had gone through our analysis auditing process to get that deep.

We presented those findings to Marcy and her CEO, who both knew how big of a negative impact this would have on their business if they didn’t get this corrected.

We presented three options. One was to fix the issues technically within their current site. Still, being forward-thinking and ROI-driven, we didn’t want just to offer to patch the holes and wait for the next problem to come. So, we presented two other plans. They included a midrange plan and a long-range plan to build a new website and not only fix the issues but also strategically amplify some other things.

They opted to invest in the new website, and that turned into an ongoing relationship with us to monitor and amplify their SEO and take it to new heights, not just reclaiming what they had lost but making new ground. And I’m excited that we saw that all the way through. It played out exactly as we had projected and was validated by growth for them.

The company eventually sold for a record amount and won awards from our peers for that work. The moral of the story is not just to accept the status quo but to realize that not all professionals who have SEO in their title have an equal set of skills. Auditing is an important tool in getting to the root cause, not just for fixing an immediate problem but even more critically for long-term success.

“WE HAVE TO GET THIS RIGHT” Continuing Care Retirement Community Story

Jamaal found us through Google. He was the director of admissions and marketing for a high-end retirement facility that serves as a continuing care community. They had everything: independent living, dining in chef-inspired restaurants, activities, a pub, and anything that active senior living would want through the continuum of care, including assisted living and skilled nursing.

They have an excellent reputation in their city and are well known; however, that’s with the community at large. They needed help to reach their target audience, who could be potential residents or adult child influencers in their lives—the next generation down.

When something happens, and it’s time to look for this type of living situation, the people at that important step are less aware and less prepared for the conversations they must have with their loved ones in a critical phase of life. These people were supposed to be moving into research and action toward admission.

Also, while it was a wealthy, high-end property, it was nonprofit, very benevolent, and gave back so much. The margins were tight, and there wasn’t a large marketing budget, but they knew they needed to do something.

Jamaal’s challenge when he came to us was, “I know you can do everything. I know I probably need all the things under the digital marketing umbrella. I even need a new website, but I don’t have the budget.”

We said, “That’s not a problem. We start small with many of our clients and find the areas where we can have the greatest ROI and impact. Then, we build from there and create budgets, opening up dollars for investment in other opportunities.”

So, we came into the situation, and we analyzed their audience. They had a wealth of data. They knew their business inside and out, and it was fantastic for us to see that. Still, they needed help understanding digital marketing and couldn’t connect the dots.

They had talked to three or four other providers who gave them high-ticket products or service offerings and didn’t want to work with them to find the right solution or where they should get the most bang for their buck.

We returned to them and recommended, “You should start with SEO.”

Jamaal laughed because he said that was the opposite recommendation that several of the other agencies had made. They had said, “No, you should start with $100,000 a month in Google Ads.”

I said, “You should start on SEO at a fraction of that,” even though we knew the challenges were there with being unable to build a new website. We’d have to navigate their antiquated website and optimize what they had.

We knew that telling the story, getting the content right, and even optimizing a lousy website would get us further along in the long-term journey of driving new leads to the website. We knew we only needed a handful of people to find the site to understand what they did at the right moment, get the right story, and come through the doors and experience this wonderful place.

After building momentum, one lead at a time, we could start talking about a new website, activate additional marketing channels, and layer in aspects of the digital marketing success plan to see success in the long term.

Ultimately, they grew as a business and their marketing investment grew respectively. Eventually, they were acquired by a large hospital system, where everyone could flourish and get the mission and the word out.

The moral of the story is it’s always better to do something rather than nothing.

But if you’re on a limited budget, understand that the obvious answers or the expensive ones aren’t necessarily the best ones. Be willing to dig into the data, do the hard work, and see the opportunity to create new budgets.

By seeing small successes, one at a time, you can build toward bigger things.

To learn more about why digital marketing planning is so important, Corey’s START Planning process, and how to implement which he details in the full book (including more real stories and “how to” sections for each phase of the process), download the book now on Amazon .

For a limited time through July 17, the Kindle version is only 99 cents.

You can also find out more information and free resources at https://thedmsp.com

More resources:

• The Importance Of Starting Your SEO Campaign With Strategy Development
• The Top 10 Digital Marketing Certificate Programs To Enroll In
• SEO Strategy: A Full Year Blueprint

Featured Image: nuruddean/Shutterstock

Corey is the owner and President/CEO of Voltage. He has spent nearly 20 years working in strategic and leadership roles ...

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ChatGPT: Disruptive or Constructive?

Thursday, Jul 18, 2024 • Jeremiah Valentine : [email protected]

What is Chat GPT?

ChatGPT is a popular emerging technology using Artificial Intelligence. GPT stands for Generative Pre-trained Transformer, which describes an AI program that looks for patterns in language and data learning to predict the next word in a sentence or the next paragraph in an essay. The website has a friendly interface that allows users to interact with AI in a n efficient conversational tone . ChatGPT provides another opportunity for students, instructors, researchers, workers, and others to find practical solutions to everyday and complicated problems.

At the root of this conversation is Artificial Intelligence. I plan to explore applicable uses of AI and ChatGPT in the classroom , entrepreneurial potential uses, and applications in industry .

Everyday Uses of Artificial Intelligence

The use of Artificial I ntelligence varies based on the user and their end goal. While many individuals will use certain programs or websites to meet specific objectives , many companies and apps have begun to utilize this emerging technology to better meet their customer's needs.

Duolingo is a popular foreign language learning application that I use to supplement my Spanish studies . The app uses Artificial Intelligence to assess users' knowledge and understanding as they interact with the program , thus streamlining users learning outcomes.

As another example, Khan Academy is a free online resource that helps teachers and students learn any level of math or other grade school topics for free. They have created Khanmigo , using AI. The model acts as a tutor that helps work through a problem while not directly providing the answer. It can assist in writing an essay or solving a complex math problem step by step.

These everyday applications continue a trend of companies implementing this new technolog y into students and teachers' lives . . This new AI technology also allows business professionals to enhance aspects of their processes.

Entrepreneurs, A.I. and the Advantages

While AI already provides companies and organizations with new ways to interact with and better support their customers, AI could also provide emerging industries and entrepreneurs with new paths to business success. 

According to Entrpreneur.com, most businesses currently use AI for customer service purposes , however , AI could also help entrepreneurs create effective spreadsheets cataloging useful data with accuracy that can be incredibly specific or broad. Specifically with customer service, AI can quickly find what a customer needs and solve their problems efficiently. It could also analyze how effective marketing campaigns are influencing customers’ purchases.

As I researched for more information about this topic, I found an article in The Journal of Business Venturing Insights published in March 2023, sharing different techniques business students can use ChatGPT as an asset to generate entrepreneurial business pitches. The article titled “ The Artificially Intelligent Entrepreneur” written by Cole Short, an Assistant Professor of Strategy at Pepperdine University, and Jeremy C. Short, a UTA alumni and Professor at the University of North Texas at Denton, showcased different elevator pitch scenarios.

Students and entrepreneurs study CEOs who have impacted an industry dynamically; the CEO's mentality is an asset . I had the opportunity to question Dr. Jeremy Short on how he arrived at the initial question of using AI as a CEO archetype business consultant. An archetype is a symbol, term, or pattern of behavior which others have replicated or emulated.

He responded, “ We used this existing framework and selected a CEO from each archetype and used ChatGPT to create elevator pitches, social media pitches, and crowdfunding pitches. The strength of ChatGPT is based largely on the creativity of the prompt, which is where we aim as authors.”

CEO Archetypes and Prompt Engineering

ChatGPT allows the user to understand the archetypes of successful CEOs and collaborate with entrepreneurial styles. These archetypes are accessible options to consult with AI. Let ’ s break down different CEO archetypes students used during this study:

Creator CEOs are typically serial entrepreneurs and serve during the growth stages of developing new businesses. These individuals are risk takers recognizing opportunities that others don ’ t see. Elon Musk, CEO of Tesla, SpaceX, and Twitter is the creator archetype.

Transformer CEOs are created by climbing the ladder of a successful business and adding new ideas . They have a firm understanding of the company's culture and work to dramatically change the company, separating it from missteps in the past. Indra Nooyi CEO of PepsiCo is the transformer archetype.

Savior CEOs rescue businesses on the verge of failure with disciplined actions, unique experience and insights they forge a successful path forward for declining businesses. Lisa Su, CEO of AMD is the savior archetype.

ChatGPT was prompted to write an elevator pitch in the style of the previously listed CEOs. 

The response for Elon Musk included language about “ building” a product with “ cutting-edge technology.” 

Indra Nooyi ’s response included phrases like “ the world is changing” and making “ a positive impact in the world.” 

Lisa Su's response produced a pitch speaking about being “ accountable, tough and disciplined” with an emphasis on “ a strong focus on efficiency and performance.”

However, I believe these positions can help entrepreneurs develop their own successful business practices; creating a product your former employer could use to gain an advantage over the competition is disruptive. B uying a company on the brink of bankruptcy that has been mismanaged is a scenario entrepreneurs have explored and practiced .

Prompt engineering is the description of a task AI can accomplish , with instructions embedded in the input. Using prompt engineering, users can fine-tune their input to achieve a desired output incorporating a task description to guide the AI model. 

Conversation around ChatGPT and Artificial Intelligence

I asked Dr. Short about how students could use this technology as an asset that guides their learning and, additionally, how instructors can use this as well. He spoke about an assignment he is currently using in his classes. “ Chat GPT might be valuable in helping create a recipe for material that students can then refine. For example, in my social entrepreneurship class students create crowdfunding campaigns for either DonorsChoose , a platform that caters to public school teachers or GoFundMe , a service which allows a variety of project types to a larger userbase . I plan on students using ChatGPT to create a ‘rough draft’ to show me so I can see how they refine their responses for their particular campaigns this upcoming fall.” Th is approach allows students to take advantage of popular technology in a constructive way.

The journal article provided some notable conclusions about ChatGPT , i ncluding “ quality control is essential when using automated tools; a hallmark of success for large language models is their vast associative memory, this strength can also be a weakness. Specifically, models such as OpenAI’s GPT-3.5 and GPT-4 are capable of confidently generating “ hallucinated” output that appears correct but, it is incorrect or completely fabricated. ChatGPT serves as an emerging tool that can efficiently and flexibly produce a range of narrative content for entrepreneurs and serve to inspire future research at the intersection of entrepreneurship and AI.” ChatGPT ’s limitations and potential applications are continually being explored.

Industry Application

After researching various applications of AI, I spoke with Dr. George Benson, Professor and Department Chair of the Department of Management at The University of Texas at Arlington, about AI and ChatGPT from an industry perspective. His research focuses on Artificial Intelligence with Human Resource Management .

Dr. Benson told me that Artificial Intelligence is being invested heavily by human resource departments who are looking to automate hiring practices. Specifically, he mentioned “ HR is using this as a market opportunity. AI is a useful tool to sift through potential applicants by scanning their resumes for qualifications and experiences. Allowing professionals to hire applicants faster.”

This application allows the technology to handle low-level tasks, but the results generated are being handed to a human to review and act on. He spoke about the potential of A.I. “ There are a lot of unknowns, but the technology is new and getting better.” Looking towards the future, technology is already being applied in different ways . These applications are being explored in the classrooms of UTA as well.

Exploration of AI at UTA

The College of Business conduct ed a survey to understand the faculty’s attitude towards A I in the classroom. It was a part of the “Teaching with Chat GPT” workshop on Friday February 9 th , which focus ed on how to integrate Chat GPT and other AI platforms into teaching . 

Dr. Kevin Carr, a Clinical Assistant Professor of Marketing at UTA, was a part of the workshop ; he currently teaches Advanced Business Communication . I talked to him about the purpose of the workshop and what he hopes to gain from the group's sessions. 

Dr. Carr explained "The point of the workshop is designed to give faculty ideas for instruction and to develop classroom activities to work with students . Our goal for th e workshop is to introduce Artificial Intelligence as a teaching tool for faculty, including showing what AI can do potentially in the classroom. We are going to be very open to faculty’s direction, in terms of ongoing discu ssions and meetings.”

Personal Take

Artificial Intelligence or Chat GPT , in my view, is another useful tool in the toolbox of technology. It will take the air out of certain industries, and it will change jobs, yet every major technological advancement has the potential to do so. The automobile was considered radical, the use of plastic, computers in the workplace, and alternative energy have been impactful on society. 

Alternative energy was headlined as the end of oil use. The automobile changed the way cities were formed and led to the creation of a national highway system. Society has always found a way to adapt and overcome major technological innovations, artificial intelligence is not any different.

AI is the technology of tomorrow. It reminds me of something Dr. George Benson said , “ It's cool software that is a sophisticated search engine.” Google, one of the most popular search engines, reshaped the internet, as you search for resources, it is a natural starting point. AI and ChatGPT are an evolution, for students it is a tremendous resource consulting a CEO archetype, creating business pitches, and most importantly shaping the future .

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