Building a construction marketing plan
As we approach the 4th quarter of a unique year, I hope you remember your 2021 construction marketing plan. If not, the following is an overview of the blueprint that can help you develop a proactive and effective program.
Review your construction marketing plan
To begin, review your current program to determine if it needs to be revised. Do your brand and messages reflect who you are today – not who you were when you opened your doors? Are the tactics you have been using still producing results? Is it time to explore expanding to new markets – either by niche or geography? If you answer these honestly and respond to strengthen your construction marketing plan, you can still grow even in these challenging times.
Fund your construction marketing plan
When you don’t have an established budget, it is difficult to have a successful construction marketing program. However, many of my construction clients never set a marketing budget. Overall, I believe this oversight occurs because they don’t have a good rule of thumb for a how much to budget. Generally, a quarter to three percent of your annual sales is a good range for a marketing budget. Obviously, the figure is different for every company and needs to be one that works financially to operate and GROW your business. Even if it starts small, the key factor is to start a construction marketing plan.
Power your construction marketing plan
If you want your construction marketing program to be successful, it needs to have power behind it. That power comes from your plan, your people and the professionals you hire to help with it. We already discussed reviewing your current strategy to make necessary adjustments to improve its performance. Once that is completed, be certain you have the in-house team to handle the program. In most cases, a person to oversee and coordinate the program with outsourced professionals. An essential point to remember is that your brand is critical in a construction marketing program. Trying to produce professional-level lead generation and sales material in-house usually doesn’t work. Seek out an agency that has experience in construction marketing and can support the needs of your program. After all, you wouldn’t hand the blueprints over to a customer and expect them to construct the building. You will, however, require in-house staff to be salespeople. After all, your program can produce several opportunities, but is won’t reach its goals if you aren’t awarded the contract.
Evaluate your construction marketing plan
By reviewing and evaluating your construction marketing program regularly, you give it a better chance to work. Even in the most stable of times, marketing and sales are fluid factors in a business. You need to accept your program will take time to take affect and will more than likely need tweaking. As discussed, establish goals in your program to see if the plan is reaching them throughout the year. Determine if individual tactics are producing results, and if not be flexible enough to change them. By being open to improvement and having the persistence to maintain your construction marketing plan, you will continue to be successful.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.