Let’s face it. Whether your construction company is a start-up or already established and ready to expand, marketing is one of the things that can get expensive. In many instances, it is easy to drain your marketing budget on many campaigns that usually result in unsuccessful. So, how can you find the right balance without affecting the growth of your construction business?
In this blog, find some of the common digital marketing expenses you will deal with as we highlight the best ways to reduce your marketing costs without hurting your business growth.
A List of Common Digital Marketing Expenses
The full “marketing mix” is consistently growing as growth hacking and digital marketing become the norm. If you own a construction business, expect you will face a wide variety of expenses that fall under the marketing umbrella. This includes, but is not limited to, the following below:
- Branding: Crafting your unique visual identity, tone of voice, and logo design.
- Web design and development costs, including maintenance costs
- Marketing automation tools
- Search Engine Optimization
- Content marketing
- Social Media Advertising
- Email marketing
The biggest challenge you will face is staying at the top of all these marketing expenses. While it is normal to miss a few things, like forgetting about an ongoing subscription or running over the budget on one of your campaigns, they are still unacceptable. So, always ensure you manage and monitor your marketing costs consistently.
How to Minimize Your Marketing Costs?
1. Be selective on new marketing strategies
It is always tempting to try new marketing tactics. Perhaps you just read a recent article about the latest tactics and want to implement a new strategy using them. It is usually the situation and normally because you assume it will work wonders for your campaign. However, keep in mind that what may work for others will not work for you.
So, if you have marketing strategies that are working brilliantly and bringing in revenue to your company, we suggest focusing more on them. While one of the best ways to keep your brand up-to-date is to try new things, you still have to execute everything in a way that is open to the strategies that deliver results.
2. Beware of Hidden Costs
Launching a marketing campaign is more challenging than you think it is. As a matter of fact, you need to consider some key points, including the amount of market research you need to perform and outsourcing that must be done to ensure success.
Before you dive into the new strategy you just read about, consider the hidden costs of getting it off the ground and making a profit. At the end of the day, every successful marketing campaign is a well-executed marketing plan.
3. Set up Tangible KPIs (Key Performance Indicators)
There are certain metrics you must be tracking now and then to ensure that your campaigns are on the right track. Here we will show you some of the most common KPIs you must monitor weekly.
- Search Engine Optimization (SEO): Page views, Organic Rankings, and Bounce Rate
- Social media marketing: Follower count, Impressions, Post reach, Share of Voice
- Content marketing: Social shares, off-page clicks, time on page
- Search Engine Marketing/ Pay-per-Click: Engagement, Cost per click, cost per lead, quality score.
4. Focus on Search Engine Optimization
Compared to traditional tactics, SEO is proven to produce long-term and consistent results and a higher level of growth for the company. Search Engine Optimization depends on search terms to direct the audience to your construction website rather than diverting them as what happens to traditional marketing.
With SEO, you do not need to exaggerate your marketing efforts to get the desired results; you just need to focus on your SEO efforts. To ensure the performance of your SEO marketing, you must partner with the best SEO Agency. An agency has a team of SEO experts that knows the right growth hacks to help you get the organic results you want while improving your brand visibility hand in hand.
Always be smart when it comes to picking the right agency for the sake of your SEO campaigns.
5. Use Free Tools
Did you know Buffer, a popular software application designed to manage multiple social media accounts, spends more than $3000 just on marketing tools? Come to think of it. Three thousand dollars is a lot. If it is you, the first point when cutting your marketing expenses is to nullify the amount using free marketing software tools online.
Using free online tools, whether for keyword research, social media posting, or designing banners, is one effective way to reduce your marketing costs.
6. Use Organic Marketing
Organic Marketing like SMM, SEO, and Email Marketing is an effective way to promote your construction business where you can get more leads naturally. Among all the methods you are considering now for your campaign, Organic marketing should be your top choice. This marketing can effectively reduce your overall costs without affecting your sales.
Make a gradual shift to organic marketing now. You can start by writing blogs that are informative and keyword- and SEO-optimized. If you think writing blogs is not your cup of tea, you can ask for professional help.
An online marketing company has a team of brilliant content writers who will help you create original content for your website and other social media channels. Writers and marketers from top agencies have wide expertise, and their top goal is to educate, entertain and entice your prospects from your target market.
7. Repurpose your content
By any chance, have you heard about the marketing rule of 7? It says that a prospect must see, hear, or read about your company’s message (via blog, podcasts, video, etc.) seven times to make a purchasing decision instantly. But how can you even reduce your marketing expenses when you must deliver your message at least seven times?
One way to do this is to do content repurposing. Let’s just say you have a popular blog post with many views. Below are some of the content repurposing options you can use:
- Republish blogs on other platforms like Medium, LinkedIn, and others.
- Repurpose content into guest posts. You may want to create a slightly different version of the original blog to avoid Google penalties.
- Include the blog in your email series. This is a perfect way to turn into multi-part email series and will often result in new email subscribers.
- Crafting social media copies on your most popular blog.
You now have two or more forms of the same content for your target audience. If you like to convert the blog to other content, then your options are limitless.
What to Look for When Researching Digital Marketing Expenses?
As you research digital marketing expenses, pay attention to these three critical factors:
It is important that your construction business knows what it is spending for. That is why, if you are considering an agency’s help, you must review their deliverables before signing with them.
At ConstructionMarketing.io, we are upfront with our digital marketing services. We are clear with our intentions and are not vague about what we can provide for your company’s marketing needs.
Most agencies today do not disclose their prices online. And it can be a red flag because sometimes it can lead to hidden fees and overpriced quotes. If an agency you are eyeing to partner with does publish its pricing details online, ensure that these pricing details are aligned with your custom quote.
Lower online marketing prices often mean the marketing agency implements a “one-size-fits-all” marketing strategy, and this does not lead to the kind of results you wanted in the first place. That is why you should be smart in choosing an agency that values a more personalized approach, like ConstructionMarketing.io.
Take the Next Step with ConstructionMarketing.io
We hope you know by now the list of marketing expenses you will most likely face when starting your campaigns. We hope you will also apply all the pro tips we shared that can help you reduce unpredictable expenses. Also, we hope you keep making campaigns, even though they are so expensive because digital marketing is worth the money. You have to find the right balance and find the right ways to make the most of your marketing budget.
Start partnering with us. Here at ConstructionMarketing.io, we offer services that positively impact your bottom line. We are a full-service digital marketing agency manned with a dedicated team that is super hands-on and involved every step of the way – particularly in developing a personalized marketing strategy and preparing for your yearly budget.
We can easily create marketing magic for you and match your company’s unique marketing needs by offering the best of our services.