What’s Missing from Your Construction Marketing Plan? Social Media

Construction Marketing Plan

The last thing you want is to be caught flat-footed and find yourself lagging your competitors when the economy revs up again.Entrepreneur

Your annual construction marketing plan flew out the window March 2020. But this is no time to keep your cards close to your chest. When the economy tanks, gamblers often win by rerouting money into more – not less – marketing.

You can rebuild your construction marketing plan by targeting social media. Here are 6 tips:

  1. Are you waiting for things to “get back to normal?” Some of the results of COVID-19, like social distancing, may continue through 2022. Your construction marketing plan needs to be driven with a sense of urgency plus here-and-now reality.
  2. Develop a social media calendar and commit to it. Every post should include your visual branding. Put a version of the same post on every social media outlet.
  3. Note which posts get the most action and follow-up with more of the same. Productivity professional Aja Viafora says, “Hug your haters.” Rather than engage in a volatile conversation, respond with sympathy and a desire to help make it right.
  4. “Now is not the time to rely on assumptions,” says CEO Andrew Reid. You’ve got to pay attention to customer/client behavior, especially construction purchasing patterns since March 2020. Some consumer behaviors are here to stay.
  5. Use empathy in your social media messages. “How can we help?” is a good question and your Facebook/Tweets need to reflect your concern. Be real. Post at-home employee videos and examples of distancing within your company to promote safety.
  6. Your presence should be visible on all social media channels. Facebook and Twitter are the construction industry frontrunners:
    • Facebook – Launch ads and share your blogs.
    • Instagram – Visual platform for customer-attracting content to build a follower base.
    • LinkedIn – Business development is this platform’s foundation. It’s a good site for networking and news-sharing.
    • Twitter – Influencers are more available on this platform.
    • YouTube – Post and promote videos from your jobsites, promotional company videos, and empathetic we’re-in-this-together videos.

Getting more value from social media marketing is possible when you work the numbers and make them work for you. Contact Construction Monitor for timely, targeted construction data.

Send Emails They WILL Read

construction marketing emails

To stay in contact with potential customers, your construction-industry organization should be sending informative, “cold” emails bi-weekly to weekly. Cold emails are unsolicited emails sent to your customer contact list. With cold emails, less is more; they should average 100 words if possible.

How to Create Better Emails

Here are ways to create emails they will open and read:

Email Architecture Should Be Sound, Every Time

Follow this format:

  1. Important information first
  2. Detailed information
  3. Information recap/reinforcement
  4. CTA

Review. Edit. Rewrite. Repeat.

Pay attention to:

  • Grammar – Spellcheck is critical. Unless your target audience is academia, make the ease-of-reading level about 8th grade or less.
  • Hierarchy – From the first sentence onward, everything should lead your customers to your call-to-action (CTA).
  • Website links – Your blogs, service landing pages…try to include links.
  • Value – There’s got to be something you have the reader wants. Ensure it’s in your email.
  • Voice/Tone – What you say (voice) and how you say it (tone) is different for every email. Add a sense of urgency for increased results.  
  • End w/CTA – Include a link to your website’s contact page.

Write Like You Talk

Good grammar; yes. Complete sentences are negotiable. Write it the way you’d say it.

Email Content: Use the Latest Construction Data

Building permits can tell you how much new construction and renovation is planned in your county or state. It’s easy if your sales and service area is one venue: real estate sales, for example.

Your emails to Realtors can blanket your target audience. Residential construction data can cite sales opportunities. You’ll need to change the content for each sector of your demographics.

The residential community under development will need a “show” home, and company information needs to go inside the sales office for potential homebuyers. Interior designers will want to contact architects and contractors immediately.

Knowledge IS Power

Construction Monitor Inc. was founded with the goal of providing construction industry professionals with the most comprehensive, up-to-date information possible. In 2019, our organization was recognized by Bloomberg as a primary source for U.S. building permits and construction data. You’re the reason we try so hard.

What’s Missing From Your Construction Marketing Plan?

Creating a construction marketing plan is a complex undertaking and it’s easy to overlook aspects that could help you grow your business. By reviewing your plan for missing pieces and using construction data to fill in the gaps, you can find new, more effective ways to reach your target market.

In-Depth Customer Personas

Segmenting your market by age, location, and income is a good start, but it’s no longer enough to compete with companies that use data to create more detailed customer personas. With access to detailed building permit data, you’ll gain a better understanding of exactly who you’re targeting. You’ll find out what types of projects they’re investing in, where they carry out those projects, and how much they’re spending. You can then combine this with other data.

If you’re a drywall and sheetrock contractor, you might profile your target client as a 45-year-old male general contractor specializing in moderately priced multi-family residential projects and who’s married with one child, drives an SUV, and enjoys woodworking. Understanding your customers’ lifestyle beyond their construction projects helps you craft a marketing message that resonates more deeply with them and find ways to get that message to them.

Informed Market Positioning

Market positioning is about more than the products and services you offer. Your brand personality also factors into how effectively you attract your ideal clients. By showing you which of your competitors are popular among your ideal customers, building permit data helps you learn which brand personalities appeal to them.

Do they prefer trendy upstarts or sophisticated, seasoned firms? Do they choose companies with a casual, family-friendly image or companies that focus on luxury? Use what you learn to refine your brand’s personality. That might also mean entering a gap in the market. If you sell windows and doors to commercial remodelers and notice only one local remodeling contractor projects a high-class, sophisticated image, but it’s highly successful, your company might do well with a similar image. 

To learn more about using data to build a comprehensive construction marketing plan, contact us at Construction Monitor.