Construction Marketing Strategy: 6 Things You Need to Avoid

By JNFA10Cs5gHZrlaELABDY0uEh | Marketing Strategy

Nov 06
Construction marketing strategy
Construction marketing strategy is the crucial element of your marketing for remodeling companies.

Good news is that you don’t need to come up with a perfect marketing strategy at first, but you need to analyze the results and be ready to improve your strategy as you go. If you don’t optimize your marketing plan for your target audience, it will never give you results you want and expect. You need to be selective in your techniques because they need to be the ones that will suit your industry. Due diligence is required in every marketing strategy and best practices must be observed if you want the best returns on your investment.

Similarly, if you make mistakes in your marketing strategy for your construction company, it can be detrimental to your business, and it may incur negative impact that could last for quite some time. Aside from that, it can also lead to additional and unwanted costs. And since these mistakes are unintentional and nobody wants them to happen, it is essential that you are aware of the things you need to avoid in order to keep your business sustainable.

If you want to ensure continuous growth in your business, here are some of the things that you must avoid at all cost.

1. Setting an unrealistic budget for your marketing.

When thinking about your marketing budget, you need to make sure that you understand how much each new client is worth to you. Marketing works when you’re ready to invest money to make it work. If you want it to be effective, you must be willing to invest more. Even if there are now plenty of ways to get more leads and customers organically, those small businesses who have been successful had to pay a hefty price to arrive at a killer marketing strategy that produces promising results for their business.

If you think about it, digital marketing alone costs at least $500 a month, or even more, and if you have other offline marketing strategies, then those will be an added cost. You need to be realistic with your budget so that you can make smart decisions on where you will have to invest your marketing efforts.

2. Creating a website and a Facebook page just for the sake of having an online presence.

Your website and your Facebook business account are one of the excellent tools for marketing your construction company. However, many businesses make the same mistake by setting up their website just for the sake of having one. And it is the same with their Facebook profile. When you do this, you are just putting your efforts to waste and you are just going to do more harm than good because those will never work anyway.

When you create your website and your Facebook profile, you need to have goals and objectives. Just like the rest of your marketing campaign, you always need to have a direction. For example, your main purpose for your online marketing is to drive more leads. It means that you have to put in efforts to make your website and your Facebook page attractive to potential customers. You need to set up your site and your page correctly. You also have to make sure that they are optimized. And more importantly, they should establish your brand as a leader in your industry through creating compelling content, customer testimonials, blogs and all the other information that people can find on your website and on Facebook.

3. Not identifying your target market.

It is critical for any business to know who their target market is because it will be a lot difficult to come up with marketing campaigns if you don’t know the needs that you have to address; and if you don’t know the problems that you need to provide a solution for. If you think all you need to do is to simply provide services to the people who need your construction services, then you need to realize that these people who need you to service them fall under different categories. That is because they have different needs for their homes.

Your construction marketing ideas and strategies will depend on your customer personas after you have identified your target market. You need to take time to figure out your customer demographics because you might be wasting your marketing efforts on the wrong group of people or might be using the wrong approach to the right group. And then this happens, people might just look for some other companies who can provide the services tailored to their needs.

4. Thinking that your website is all about SEO.

SEO or Search Engine Optimization is essential to make sure that you land on the top ranks in the Google Search results. It is important because if you are part of the top results, you can drive more traffic to your website when people search for your services in the search engine. SEO is a tool that will help you grow your business but it is not an example of a construction marketing strategy. It is basically the art of getting your website to rank high, and the only time that you could turn it into a construction marketing strategy is when you are able to deal with everything that goes into SEO; and it includes identifying your keywords, the topics that your target audience are most likely going to need from your website, how you will convert your site visitors into leads and your leads into customers.

Also, your SEO tactic will not be able to deliver its purpose if it will only put your site on the higher ranks. If your visitors don’t find the content they need, when they can’t get answers to their questions and can’t get a solution to their problems, they will just bounce and look for other websites.

5. Not measuring the effectiveness of your marketing efforts.

Most businesses, including your construction company, do not have an unlimited budget for marketing and this is the reason why it is important that you track and measure the results of your marketing efforts to find out if they are working or not. The sad news is that not all companies do this when they roll out a campaign and the danger there is that when you fail to measure the results, you won’t know if your strategies are successful. And what if they are not? You will end up doing the same things without knowing that you are wasting a lot from your budget.

When it comes to tracking the results of your marketing campaign, you need to decide on how you want to track it because there are different methods that you can use to measure effectiveness.  You also need to be specific with the metrics you want to measure. Your metrics are basically a collection of data that will give you a visibility and perspective on a marketing campaign so that you can see if it has achieved your goals or not. For example, you want to measure the effectiveness of your website and see if your strategy has driven more traffic. So the metric you will be measuring is your website traffic and one of the tools that you can use is Google Analytics. There are also other online tools that you can explore like Marketo, RapidMiner, and a lot more. The most important thing is that you pay due diligence to your numbers.

6. Ignoring the trends.

Today, the latest trends are spread by the social media and everywhere else on the internet. And one of the mistakes that your construction company could make is to ignore what people are talking about and what channels and websites they are using. If this happens, you might just be wasting your valuable resources. You also need to take time to find out and figure out what people want. It is not enough that you present your brand to them as a construction company without addressing what they need. Again, your potential customers may need your services but you need to find out the specific service they need and you should let them know that you can deliver it to them.

It is not inevitable to employ bad marketing strategies. These things really happen, but it does not mean that your construction company also has to do it and suffer the consequences. If you are paying attention to the details and do your marketing with careful planning, your marketing efforts can definitely go a long way.


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