Construction marketing plan
Developing a construction marketing plan and strategy to communicate with your general target person is critical to the success of your construction firm, whether you are a general contractor or subcontractor. Marketing is the process by which products and services move from concept to customer. This includes the coordination, development, and implementation of promotional and content strategies. Here are six steps you can take to create a simple, efficient, and effective construction marketing plan that will help your construction business grow.
Set your goals
- Perform a SWOT analysis
- Analyze your market
- Create a marketing budget
- Develop your construction marketing mix
- Observe and analyze the results
While advertising is a piece of the puzzle, it is only one piece. Every element of your marketing plan is part of a larger strategy and depends on the other for success. Just as the project management and coordination process of creating a project in the construction industry is essential for the success of the project, so is planning and measuring the results of your construction company’s marketing plan.
It is important to understand the general steps needed to create and implement a marketing plan and define your target person for your specific business. The size of the budget will also vary depending on the needs and goals of your company. You need to develop and communicate with employees to create a clear strategy to ensure that your ultimate goal is seen and understood by all parties. Your marketing strategy, like any construction project, must be monitored, adapted, and adapted to the changing environment.
Set your goals
What are the goals (s) of your construction firm this year? Are you looking to expand the region or industrial sector? Will this increase gross revenue which means you need to determine the type of product, service, or project you earn the most and market accordingly? Or are you focusing more on revenue goals? A solid strategy should certainly start with a measurable objective that you can discuss quantitatively and compare with your results. If your organization targets different areas of business that provide multiple revenue streams, each should have a separate marketing plan targeting each sector.
You will find that your target audience can be found in different ways in each sector. For example, if you are an electrical subcontractor, you can find general contractors through various unions or national electrical contractors associations. If you’re a subcontractor looking for facility managers, you can target LinkedIn and other companies such as Boma. Places always have some overlap and should actually be due to SEO, credibility, and other reasons. However, your marketing is different for everyone and it should be considered as such.
Perform a SWOT analysis
A useful step in assessing your situation is looking at your firm’s strengths, weaknesses, advantages, and threats through SWOT analysis. SWT involves collecting information about internal and external factors that may or may not affect your construction business. This process of analysis will help you build your marketing strategy as well as help keep your competitive market away from where your construction company operates.
What makes your company better? Where is the advantage of your company? How strong is the core of your activities and processes?
Where do you need improvement? Are you entering a new sector, for example, moving from commercial to industrial sector? Do you have leads? Content, and credibility on your website and other social outlets to be aware of the construction deals in this new sector that you are aiming for?
Where are the opportunities you want to focus on for your business? Which new service will you provide where you are strong and which competitors are weak? Brainstorm with your sales and estimating staff; They will be amazed at how they are in the field with their ears to the ground hunting for new opportunities every day!
No business is without threats. Is your core business at risk instead of getting old or new technology? Can you use better technology to increase your team’s reach and squash the threat?