One of the backbones of your construction business is marketing. Without it, growing sales and revenue is impossible. Marketing is all about creating brand awareness and recognition of your products and services. Additionally, it is about marketing your message to the right audience in the right way and at the right time.
Executing a successful and effective construction marketing strategy means having your marketing operations in place. So, the big question is how to entirely improve your marketing operations and what you need to implement to upgrade them.
If you know nothing about marketing operations and how to be successful, this blog will serve as your guide.
First, What is Marketing Operations?
Marketing Operations refer to the people, processes, methods, and technologies that power a business’s entire marketing strategy and boost its chances of success.
As your construction company grows, you and your team may struggle with marketing execution because your in-house team is usually small and is not equipped with the best support from latest technologies, processes and skilled people.
Marketing operations is a fully dedicated function, either from the internal or external team, that focuses on leveraging tools to streamline marketing activities like email campaigns, lead acquisition and management, paid advertising, and so on.
Ultimately, your marketing operation is essential to your company’s marketing effort, allowing it to scale its activities with minimum effort while boosting efficiency across multiple areas.
Seven Assets of a Highly Effective Marketing Operation
To come up with a very effective strategy for your marketing operations, the following are the assets you need to focus more:
1. Applications helpful to your team
The right tools and technologies can help you and your in-house team streamline all marketing activities. These tools will increase overall efficiency, which can positively affect the outcomes of your marketing efforts. When choosing the right applications or tools to implement, ensure they are user-friendly and accessible from all devices.
2. Processes that enable your team to work productively
If you have an in-house marketing team to manage your campaigns, make sure they have enough resources. Invest in marketing automation platforms that can help your team with repetitive tasks like emails. Overall, this ensures that your marketing activities are on schedule and running smoothly.
3. Budget management
Having an awareness and understanding of all the expenses you spend across all your marketing efforts can help you in the long term. With the right understanding, you can spot areas for improvement. In addition, tracking costs per campaign, channel, tool, and program can give you a clear view of how your money is being spent and how it contributes to your marketing goals.
Also, did you know that marketing technology accounts for 23% of the entire marketing budget? So, make sure to include this in your budget management and track such expenses.
4. Proper training and documentation
Always know that learning new concepts, processes, or even software will take time. That is why you must execute proper training for your teams and provide onboarding whenever necessary. On top of that, tutorials, videos, and clear documentation are valuable for helping your team efficiently get up and running with new processes, workflows, and different applications.
5. Alignment with data, sales processes, techs, and people
As a construction business owner who invests in marketing, it is important to understand how marketing activities impact your company’s revenue. It is also important that every single person involved in operations has the same level of understanding about customer journeys. To put it simply, your marketing and sales teams have to work closely side by side to guarantee consistency and generate revenue.
6. Reliable reporting processes
Access to the right information and data is crucial for all your teams. It helps them plan, review, and assess all marketing efforts efficiently. Make sure to create accurate reports that will give insights and make it easier for everyone to understand. The reports can help everyone stay on track while reaching marketing goals.
7. People assigned to the right roles
The best people in your marketing operation team include talented individuals who can manage the latest technologies, new processes, and massive data. It is crucial to have people on your team with the best skill set in place. Also, while having the most talented people is important, you need to think about the roles they will be assigned. Make sure to put them in a role where their strengths can be used fully.
Four Benefits of Successful Marketing Operations
1. Increases data transparency
When marketing operations are smooth, you can ensure all data related to your construction business is accessible to all your employees and members. Also, with complete data transparency, every stakeholder can become aware of the progress.
The best thing about data transparency is that it enables everyone on your team to create more informed decisions and work towards the success and growth of your business.
2. Organize your team and projects
The force that strongly binds all different marketing stakeholders and teams together is marketing operations. Without achieving successful marketing operations, a lack of team effort in your workforce is most likely to happen. A working marketing operation can connect all your teams, workforces, and departments, making sure that everyone is on the same page.
3. Process repeatability boosts efficiency
One aspect of having successful marketing operations as part of your marketing area is continuously improving processes. All existing processes are meticulously planned and executed with marketing operations in place.
The processes created for your marketing operations are usually repeatable. This simply means that a good operation will save time and make all workflows more efficient.
4. It makes the workload scalable
Marketing operations make it easier for everyone on your team to decide what steps to take in the future. While they create repeatable processes to boost efficiency, they also allow your team to develop working strategies that will benefit them the most in the coming years.
Over time, everyone will have a scalable workload, and they can track the progress made during the work.
How to Improve Marketing Operations?
No one knows successful marketing operations better than today’s most experienced marketers and business owners. Coming from our experts, here are the top five secrets for continuously improving your own construction marketing operations:
1. Align your marketing strategy with business goals
Firstly, you have to clearly understand your company’s marketing goals. Define each marketing goal and align it with your marketing strategy. Doing so can help your team focus on the right activities while working toward a shared goal.
With this level of clarity, it is easier to achieve successful marketing operations that can help you achieve all your goals.
2. Make an action plan
Having a detailed map of the many processes and marketing activities enables you and your team to develop a desirable action plan. This map helps outline the highly prioritized tasks and assists your team in determining the right goals at any given time.
This action plan, in the form of a map, helps your people avoid being overwhelmed by the tasks and activities. In short, it helps them focus on what should be done first, which makes everything fall into place.
3. Define success
In order to achieve successful marketing operations, it is crucial to define your version of success. It is also important for everyone on your team to have the same view of what success looks like for your construction business and your marketing efforts.
Setting the right goals is crucial in staying focused, prioritizing activities, and getting ahead.
4. Communicate your intention to your team
Communication is key to achieving a shared understanding of what everyone on the team needs to know and do. Always make sure to communicate with the rest of your team about your marketing strategy and goals so that everyone is on the same page. This makes it easy for them to understand why certain goals are prioritized over others.
It is important to know that communication has always played an important role in the overall success of your marketing operations.
5. Create efficient processes
We already mentioned in the blog the importance of creating new processes. In addition to that information, designing efficient processes will require trial and error. So, always get ready to adjust them accordingly. Once you get through the process, you can realize how helpful it is in making the entire operations smooth. You will notice the significant impact it has on your team, where they start working better, productively, and efficiently.
You Are Always One Step Ahead with ConstructionMarketing.io
Marketing operations is an increasingly growing field and the only discipline that spans the whole marketing process, from lead acquisition to revenue generation. We hope everything we share in this blog gives you a better understanding of marketing operations and how to implement it.
You can partner with us if you need help with your marketing operations!
We are ConstructionMarketing.io, a leading digital marketing agency that can make you one step ahead!
First, we help you create a strategic and strong operational foundation. Next, we focus on the end-to-end deployment and optimization of your whole marketing engine. We then carefully consider your actual strategy, the role of your workforce, your integrated processes, and the tools that enable all.
If you wish to know more about our services, contact us! We offer Local SEO services, email marketing, social media management, content creation, web design and development, and more!