The 5 steps of making a perfect construction marketing plan

For a construction business to efficiently operate, there should be an outline of the desired direction for your business to head towards and a comprehensive strategy to guide this. Of course, making money would be the core goal of any business, but are there other things your construction company would want to achieve? Expanding your customer base, having a reputable name, and company growth are all examples of very important business objectives that aren’t tied to revenue increase. When you understand and define what you want out of your business, then you can figure out what your marketing goals are in relation to these.

2. Figure out what your overarching marketing objective is

Before you get started throwing money at different platforms and channels, it’s important to figure out what you’re wanting to get out of your marketing plan. Are you wanting to get more people to visit your website? Do you want people to remember your brand and what you’re all about? Perhaps you want to retain past customers who were satisfied with your service or product. Focusing on what’s most important for you and creating an effective construction marketing strategy surrounding a key objective will give your marketing plan direction.

3. Identify your target audience and what channels they’re using

Identifying your target market is crucial—this is the audience segment under which your potential clients would be classified. In the construction industry, this could range from individual homeowners to large corporations and government organisations. When you’ve determined your target audience, the next step going forward is to understand their needs, preferences and decision-making process. Important factors to consider include location and industry, as well as more psychographic details like their values and concerns.

The key to a comprehensive marketing strategy is finding the right channels to effectively broadcast your construction business. From social media platforms to SEO efforts and more, there are a range of paid and organic avenues to go down. Ideally, you should look at the goals you’re wanting to achieve and how quickly you want to achieve them. If you’re after results within a week or two, opting for something like marketing campaigns and Google Ads will get you there, whereas if you’re wanting to build an online presence that gets you on the top of a search results page, a detailed SEO strategy can achieve that within a few months.

4. Establishing a budget and how much you’re willing to spend

For most B2B (business-to-business) companies, the common rule of thumb is to spend between 2 and 5% of revenue on marketing, while B2C (business-to-consumer) companies should be spending between 5 - 10% of their revenue. Why is this higher? Because B2C companies need to invest in more marketing channels to reach their desired customer segments. Take a look at how much revenue your construction company is taking home and use that rough percentage to guide your marketing budget and ultimately define your strategy.

 5. Looking at the data and measurables to see what’s working and where you can improve

After deciding on the target audience, how much you’re willing to spend, and what the key objectives are, it’s time to define the expectations of your construction marketing plan. If your spending is limited, it stands to reason that the results you receive may be limited. On the other hand, having a more flexible budget gives you more ability to reach your desired audience, even ones in remote areas or busy areas saturated with ads, campaigns, and other digital marketing efforts. At the end of the day, it’s important to measure your expectations based on your budget, audience and overall objective to further understand the results achieved.

Finally, once everything has been defined, determined, created, and launched, it’s time to examine and analyse the results to see what’s working, what isn’t, and where to go from here. If the trends and data are showing good signs, your digital marketing expert will recommend keeping up that avenue of the plan and potentially investing more money into amplifying it. If an aspect of the plan isn’t heading in the direction you want it to, your digital marketing team may tweak a few things to try and get it to achieve the results you’re seeking, or opt for a different method or other resources.

These could include content, whether that be images or videos, creatives for social media, and delivery, including A/B testing, iterations, and ongoing learnings to ensure the strategy put in place isn’t stagnated. These resources are designed to test the waters of your digital marketing strategy and amplify them so that you reach your desired audience. Going down this road allows you to think outside of the box and create innovative content that cuts through the clutter and resonates with your potential clients.

Reach out to the professional marketing team at Constructiv Digital to get started on your comprehensive construction marketing plan

Construction companies across Australia rely on Constructiv Digital for our range of marketing efforts and effective marketing strategies. From SEO to content, Google Ads and web design, we have the necessary tools, expertise and results to back our success and ensure your business cuts through the competition and reaches your target audience. To see how our digital services can assist you with your marketing endeavours, or to look at case studies and clients we continue to serve, reach out to our friendly team and make an enquiry today.