Time to conduct a construction marketing analysis
We are quickly approaching the end of 2023. This means you need to conduct a construction marketing analysis to determine what the effectiveness of your sales and marketing program to make any adjustments. When analyzing your marketing program, consider these areas:
The first step in a construction marketing analysis is to determine if your current plan has worked. Review goals to see if they were reached. This analysis should include your markets, your budget, your lead generation channels, and your team. Be realistic and fair in your judgement. If there were factors outside of your control, do not make a knee-jerk decision to stop or change strategies. Before making a drastic change, be sure it’s a necessary one. Once you have the 2023 plan reviewed, consider if there are new strategies to add. For example, could you target a new niche market to replace a slow growth market? Do you have a service specialty you could market as a subcontractor, like laser screed flatwork or steel fabrication? Additions such as these, can mean the difference between meeting sales goals or not.
While brand consistency works to build market recognition, it can work against you if the image and message are outdated. In your construction marketing analysis, be sure these two elements still represent your company. Does your logo look old-fashioned? If so, it is a detriment as you could be perceived as not being current with the latest construction technology. Is your messaging promoting your strengths? If not, then revise it to include any new services, tech, or advantages you can offer. Does your project portfolio have the latest projects? If it’s missing current projects, take the steps to update it.
Three: Lead generation
For construction firms it can be difficult to pinpoint which channels are producing quality leads in a construction marketing analysis. This fact is because an effective lead generation program for contractors involves both awareness and direct advertising. This approach results in a cumulative effect. Because of this fact, compare metrics like number of bids and projects awarded to determine if your strategy worked better than the previous year.
In this part of the construction marketing analysis review your material to see if any new services or project case studies need to be added. When it comes to your sales team, consider if team members need to be realigned based on their strengths. If one member is better at networking and one at closing bids, don’t hesitate to make the change.
Five: Acting on the construction marketing analysis
Not doing a construction marketing analysis is bad, but it’s worse to not act on it. Often a sense of tradition or reluctance to change holds owners back from doing what the review shows. However, if your decisions are based on the results of the analysis and fair judgement, the change can only be positive.
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 larger impact on a client’s business growth and the developing closer client 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 years 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. For more information visit conachmarketing.com or contact us or call 989.401.3202.