The start of the year is ideal for a construction marketing review
We are halfway through the 2nd month of 2022 and if you haven’t completed a construction marketing review, now’s the time. Here’s a checklist to get you started:
Evaluate your construction marketing strategy
First, take a hard look at the marketing strategy you implemented last year. Hopefully, it was successful, you hit your goals, and have a pipeline of projects. If that’s not the case, ask yourself these questions:
• Do you need to promote your services to new markets?
• Should you reallocate marketing and sales funds to better performing tactics?
• Are you setting realistic goals?
• Do you have the team in place to effectively carry out your marketing plan?
Conduct a construction marketing review of you brand
When you review of your brand, you need to look at both your image and your message. Both communicate to potential customers and need to represent your company correctly. While reviewing your brand ask:
• Does the image seem outdated when compared to your competitors’ brands?
• If our image looks dated, can we do a refresh or a new design?
• In addition to your logo, does your sales and marketing material need to be updated?
• As far as your messages, did you add new services, receive more testimonials or case studies?
• Do you need to create messaging that targets new markets?
Consider where you spend your marketing budget
Setting a marketing budget always seems to be challenging but a construction marketing review can help. The key considerations are how much should it be, where to allocate it, and are the spends producing results. Here some questions to evaluate your budget:
• Does your budget need to increase or funds shift to align with new goals?
• Are lead generation tactics producing the results you need to reach goals?
• Should you test other channels to gage effectiveness?
• How much will you spend on sales material?
• Does your website need to be redesigned or updated?
With these basic questions, you’ll be off to a good start in your construction marketing review. Remember marketing and the construction industry are always changing. Aligning your marketing plan to those changes and challenges will help set a foundation for future success.
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 financial marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.