Does Your Construction Business Need A Marketing Agency?
An effective digital marketing campaign is a vital part of your construction industry business plan. Without an online marketing campaign, you lack the ability to make your products & services stand out and fail to attract new customers, both which can have devastating results on your business. Simply having a website or landing page isn’t enough – you need a comprehensive digital marketing plan that works. But how can you tell if your campaign is working or falling flat? Here are a few signs it’s time to consider a construction marketing agency.
5 Marketing Mistakes To Avoid
#1: Lack of Branding
Not all construction companies are created equal. You likely know this more than anyone. Your customer, however, might not. They are often under the misguided impression that all builders are essentially the same, and without a distinct brand, it’s difficult to stand out. Whether you want to brand your business as a thought leader in your industry or a specialist in a particular product or service, your marketing campaign needs to support your goal. Develop a strong brand personality and saturate all your promotional items with it. A seasoned construction marketing agency will tell you to publish branded content on your website that gives readers valuable information, inspiration and advice. Do not simply fill your digital space with sales pitches. Punctuate your insight with case studies, photo galleries and other evidence of your work. This will allow you to educate readers while also displaying your high-quality products and services.
#2: Targeting The Wrong Audience
It’s tempting to think you should market to everybody. Surely you will catch more fish if you cast a broader net, right? Sadly, it doesn’t quite work out that way. Your construction business should focus on marketing to those seeking your specific construction services. Take a minute to examine your online content and see if you can answer the following questions:
- Is it clear who I am speaking to, and is it the right target audience?
- Is the language consistent with the level of industry knowledge for the target audience?
- Does the format match the level of education of my average reader?
- Is the presentation attractive enough to entice my target audience to read it?
Then compare your responses with the results your content marketing is delivering. Are you getting the traffic you want? How many of your visitors convert into leads, and leads into sales? This will help you realize how accurate your answers are and how well you know your target audience. If you find yourself struggling to identify a specific target audience for your construction business, reach out to a marketing agency who can conduct market research to identify who your ideal customer is. They can also help you tailor your online content to this ideal customer.
#3: Bad Social Media Strategy
These days it almost goes without saying that if you own a business, you should have some sort of social media strategy. A common issue for business owners is that they get caught in the noise of certain social media platforms and try to cover too much ground at the same time. This is a mistake because you are most likely wasting time and money promoting your construction business to the wrong audience. Instagram, for example, has a core audience demographic of 18-35 year olds. They may not care about your construction business. That’s not to say Instagram can’t be useful, but you need to understand the nuances of each social media platform before you dive in. You might consider building a professional presence on LinkedIn, which is a prime tool for B2B (business to business) relations. Make sure your profile’s details are all up to date as well, including phone number, address, operating hours, and website address.
#4: Poor SEO
Another costly mistake in construction business marketing is a lack of online visibility. Many business owners suffer from this because they are so busy leading their companies, they run out of time to manage their search engine optimization (SEO). It’s challenging to deliver relevant content, social media posts, and proper keywords for your own website and profiles. A good construction business marketing agency is designed to do all the heavy lifting for you, ensuring your name shows up at the top of search engine results. They will give you back the time you need to manage your company and help you achieve tangible marketing goals. You can also consider guest posting as another method of expanding your online presence. Reach out to industry news sources and offer to write a guest article with your unique insight. This is a great way to increase both visibility and credibility.
#5: No Measurable Goals
You can’t fix problems if you don’t know they exist, so setting measurable benchmarks for your construction company’s marketing strategy is crucial. This will help you to track your successes and failures. But don’t get hung up on your outputs, though. It doesn’t matter how many posts you publish or ads you place if they’re not bringing results. These are some of the metrics you should pay attention to:
- Conversion rate
- Sales figures
- Performance against financial targets
Of course you need to follow through with your marketing plan, but those figures aren’t the ones that will tell you if your efforts are paying off. Once you know which areas are helping you achieve your goals and which ones are not, you can revise your marketing approach for optimal growth.
The Mauldin Group Is The Construction Marketing Agency For You
The Mauldin Group is an award-winning marketing agency with expertise as a construction marketing firm that delivers solid results. With a team of 12 industry specialists retaining over 30 years combined experience, we work with clients in the construction industry to help them reach the B2B customers unique to their particular services. The Mauldin Group understands the complexities of construction marketing is very different from other industries. We have experience at creating a construction marketing plan that is affordable and is very competitive compared to other general marketing agencies and using your own in-house staff. Learn more by visiting our website or calling us at 866-438-7756.