Marketing your construction company can become a time consuming and expensive endeavor if you do not begin with a carefully designed plan to guide you. Simply making decisions as they come and assuming that potential customers will share your vision of your company don’t work as long term marketing solutions. To ensure that your brand name means what you want it to within your community, you will need to create a strategy that comprehensively supports your image and objectives.
Determine what your objectives are
The first step to creating an effective marketing plan is to define your business goals. These goals should drive your marketing efforts. If an activity does not push you closer to the objectives that you have established, you should rethink whether it is worth your time and resources. Do you hope to move into a new market segment, increase market share, or increase revenue per project? Define your goals at the beginning of your planning so that they can drive your marketing plan and strategy.
Assess your strengths and weaknesses
Now it is time to compare your company’s capabilities to the objectives that you have set. What is holding you back? Feedback from previous customers can be priceless when it comes to defining your weaknesses. Even customers who were satisfied with your work can probably share an element that they feel could have gone better. In order to reach your goals, you must have tough skin when it comes to constructive criticism. A thorough problem solving of your weaknesses can turn those issues into strengths.
Hopefully, your existing strengths are what led you to set the objectives that you chose. Customer feedback can also be helpful in evaluating strengths, but look at your internal data as well. Where do you recognize the most revenue? Which projects have the highest profit margin? In what areas do you have particular skill that is not found in your competitors? Identify your strengths and spotlight them in your marketing plan.
Consider the public image of your company
The customer feedback that you obtained in the assessment of your strengths and weaknesses can give you a clearer idea of how your company is perceived in the community. You may be surprised at the differences between your vision and that of the general public, but this will give you a good idea of where your marketing efforts should be targeted. These differences could be positive or negative.
For example, if you frequently volunteer for Habitat for Humanity but haven’t emphasized that, you may be happy to learn that people have noticed and believe that you are a leader in the community. On the other hand, you may find image issues that need to be cleared up. It only takes one vocal dissatisfied customer to spread rumors about your company far and wide. Whichever impressions you find can help you in the formation of your marketing plan.
Look for new opportunities
New opportunities in construction are out there, but you may need to be creative. As the sale of new homes decreased in the past decades, many construction contractors have honed specializations in renovations, green building, and other modern trends. Is your community one in which “tiny houses” are becoming popular?
Maybe your city has historic homes that need to be returned to their former glory. Consider commercial opportunities or other possibilities available to you through your network of contacts. Constant improvement and willingness to lead industry trends can ensure that you are never the contractor who is searching for work.
Embrace innovation in your industry and in marketing tools
Just as you must look for new opportunities in your industry, you should embrace innovative marketing tools for construction companies as well. Digital channels provide amazing opportunities to reach thousands of prospective customers for a relatively low investment.
A professional website is the first essential step, but you can also take advantage of social media, pay-per-click advertising, blogging, and so much more. People who are looking for a local contractor are starting their search online, so your marketing plan must include the management of your online presence and consider the various advertising and brand building opportunities that entails.
What to do next
It always comes down to which you have more of; time or money. Knowledge plays a key role as well. For example, let’s say you schedule 4 hours each Friday afternoon to do office work, so you book time with yourself to plan out your strategy…but you don’t have a clue how to get started. OR…You have a budget that you’ve set aside to start marketing, but once again, you don’t have any idea how to get the ball rolling.
Maybe it’s time we talk to you. We can help identify opportunities in the marketplace and give you a good idea what to do to promote your business and build your brand…and bring in new clients or customers. So give us a call at 215-740-2713 and let’s discuss how we can move the needle for your business!