With the changing procedures and increasing size of projects in the construction industry, work has become more and more complex. Many construction businesses either have not adopted digital marketing as part of the overall marketing strategy, or they’re simply doing digital marketing in the wrong way. Which one are you from the two? If you already have done digital marketing for your construction business, perhaps you are doing it wrong. That is one of the many reasons you are not seeing positive construction marketing results.
You can use several digital marketing channels when launching your digital marketing campaigns. Also, there are tools that can help you reach your marketing goals. However, even with all of the tools you have at your disposal, it is possible that you will still encounter issues. This can affect your digital marketing results.
We will show you why you do not see good results in your construction marketing. Plus, we prepare a guide for you on how you can create a construction marketing plan that works.
Mistakes that are Affecting Your Marketing Goals
Here are some possible reasons why you see awful results on your digital marketing goals:
1. You do not have the right or proper strategy
A lot of businesses today make mistakes, especially when setting up their goals, even before they set their construction marketing plan. Your marketing strategy is not just about your meeting the goals. It is about creating your company value. For instance, business growth-oriented goals drive your construction company to chase markets with much higher growth despite being unestablished. Hence, your strategy defines your construction business and some decisions you have made.
2. You do not have realistic goals
Before getting started with your marketing campaign, you must have a list of well-defined and obtainable goals. You can best remember this as SMART (Specific – Measurable – Attainable –Relevant –Time-bound) goals. Most companies today, especially construction firms, tend to have some mistakes in setting exaggerated and ambitious goals that they cannot meet.
So, make sure to set smart goals instead. When you set SMART goals, you can ensure that whatever you put your effort into will be obtainable according to your abilities and resources. With a reliable digital marketing agency like ConstructionMarketing.io, you can figure out the goals that best fit your business.
Sometimes, things become easier to decide when you have the best digital marketing agency as your partner.
3. You are not conducting some tests
To best determine which of your marketing campaigns are performing well and which ones are not, you have to do some testing. The best test to utilize so far is A/B testing. This particular process is pretty much simple. As a contractor with no prior knowledge about digital marketing and performing tests, you can do the basics.
First, separate your target audience into two random groups. Next, show off different versions of what you are trying to test. This can be an advertisement or onsite content: a landing page. Whatever performs best when it comes to positive actions will be the one you must choose.
4. You are not getting enough conversions
There can be a good number of reasons why you are not getting enough conversions. So, you better understand your target audience and your target market. Below are some of the most common questions that can help you know your audience much better.
- What are they exactly are looking for?
- What are their needs and expectations?
If you already have the answers, these will help you draft website blog content and landing pages related to your target audience. Moreover, make sure that your messaging is consistent, relevant, high-quality, and clear.
5. You are not monitoring metrics
When you launch a marketing campaign, you have to track KPIs (Key Performance Metrics). If you track the wrong metrics, you will not get a precise picture of how your marketing campaigns are running. Vanity metrics such as downloads, keyword rankings, social media followers, and subscriptions are mere numbers. They are not a real help in terms of reaching your business goals. You better know the difference.
Create a Construction Marketing Plan that Works
1. Define Your Mission and Vision
The mission is the very reason why your construction business exists, while the vision relates to your extensive strategic view of your company in the context of its competitive environment. Your vision and mission will determine your construction business’s entire direction and strategy.
2. Study Your Market and Your Client
Like other businesses, construction companies go out in the industry because they try to sell projects and services for which there are no prospects. So, come to think of it. It only shows how important it is to conduct in-depth market research and analysis if you want your construction brand and project successfully.
3. Perform a SWOT Analysis
You do not need to have a business degree to take advantage of the SWOT Analysis of one of the most powerful marketing strategy tools. With SWOT, you will analyze and determine the Strengths, Weaknesses, Opportunities, and Threats facing your construction business.
This analysis will allow you to work on cementing your strengths, exploiting the opportunities, improving your weaker areas, and shielding against the threats. If you cannot perform a SWOT analysis on your own, our team at ConstructionMarketing.io goes above and beyond to turn your company’s weaknesses into strengths and threats into opportunities.
4. Position Your Construction Company
Positioning describes how your clients must perceive your construction offers and services. It’s a simple statement that factors up the following:
- Your target clients and market
- Your competitor’s strategies and service offerings
- Your SWOT (strengths, weaknesses, opportunities, and threats)
Positioning your business makes it easier to stay consistent and focused with your marketing strategy.
5. Determine Your Marketing Plan Goals
The steps we have been discussing so far refer to the marketing strategy. This is a long-term plan that can span years and decades. To implement this strategy successfully, you can apply short-term marketing plans to bring you closer to your strategic goals.
If one of your monthly objectives is to generate more than 20 new leads, you may decide to collaborate with the best digital marketing agency like ConstructionMarketing.io to hit your marketing goals. In practice, our agency suggests you use multiple integrated marketing channels. We love to discuss with you our service offerings – Keyword Research, Social Media Marketing, SEO Marketing, Google My Business, Web design and development, etc.
6. Finalize the Marketing Mix
Here is the service marketing mix that is comprised of 7Ps:
- Product – Refine the levels of your service.
- Price – identify the price of your construction services. Make sure to consider all influencing factors.
- Promotion – Create a messaging strategy and pick the best channels where your service offerings will be promoted.
- Place – Decide where clients can access your construction service offerings. Most construction firms today deliver their services onsite. Decide now the best place for your customers.
- People – The group of people who will deliver your services includes your construction team as well as your customer service personnel.
- Process – You may choose to create a service delivery process—for instance, proposal, contract signing, payment schedule, timelines, etc.
- Physical evidence – This is none other than the material part of your construction services comprising the buildings your construction company established or renovated.
7. Establish KPIs and Track Progress
What doesn’t assess/measure doesn’t get done. It is crucial to know the KPIs (Key Performance Indicators) essential for tracking and measuring overall progress toward your construction goals.
Below are some of the most important KPIs for your construction marketing and it includes:
- Sales Growth
- Customer Lifetime Value (CLV)
- · Customer Acquisition Cost (CAC)
- · Website Traffic to Lead Ration
- Sales Team Response Time
- Website Lead to Marketing Qualified Leads Ratio
- Website Traffic
- Incoming Website Leads
- Social Media Reach and Engagement
Want Great and Positive Results? ConstructionMarketing.io is the Answer!
With everything outlined above, it is already evident that there are many reasons why you are not seeing positive marketing results. Yet, you can always quickly correct these mistakes and make changes to your digital marketing plan. Any mistakes you have made are not very expensive and often require you to start over again. So, it’s necessary to realize them early.
Moreover, one of the greatest mistakes any construction business owner has made is doing everything by himself and not getting help from an agency. Digital marketing demands time and money. It is a fact. It may take even a much longer time for you to track your campaigns as well as the metrics. But we are ready to help you!
Here at ConstructionMarketing.io, we have the best marketing experts, tools, and resources to help you with your marketing strategy. We have a strong background in construction, and we offer a range of digital marketing services.
Contact us today! This is the time to leverage your digital marketing efforts and prevent mistakes from happening again!