Understanding construction marketing programs
Just like construction projects, construction marketing programs involve several different areas. While you don’t have to be an expert in all of them, you should have a general understanding of the major components. This blog will give an overview of different areas where understanding is essential, especially when working with an outsourced marketing provider.
Clarify terms
Every industry has its jargon, and marketing is no different. For example, do you know the difference between the following search engine optimization terms: pay-per-click, organic, and off-page? Most of my clients didn’t until I explained what each meant. And these are just a few of the multiple terms us marketing people use. When discussing the program with your agency, don’t be shy about asking what a term means to help you understand the strategy. After all, you need to know where, how, and why you are spending money on your construction marketing programs.
Review tactics
As with terminology, tactics can be challenging to follow if you are unfamiliar with marketing. Be sure to discuss what branding strategies, lead generation channels, and sales support programs are being used to promote your company. If you are updating your branding, ask why the agency employs specific design and messaging techniques. In lead generation, find out the ratio of awareness advertising (this strategy reaches a large group of potential customers) versus direct advertising (this strategy reaches out to one customer directly). Determine the frequency (how often a lead generation tactic is sent to potential customers). To be effective, a marketing program needs to engage multiple tactics, and if you are in the dark about the strategies, you will not be able to evaluate the ROI of your construction marketing programs.
Communication in construction marketing programs
An open dialogue with your marketing partner is critical. If the agency needs to be more transparent in its program for you, it should raise a red flag. Part of my job as a marketing professional is to educate clients regarding the various parts of construction marketing programs. I want them to know the thinking behind the plan and be comfortable with our efforts on their behalf. Frequent and honest communication with your marketing partner keeps you informed and builds a relationship you can trust.
Pappy
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.
About Conach
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.