A construction business marketing plan contains many of the same considerations that other industries need to consider.
The first step is determining who your audience is, because without understanding your audience, it is impossible to create a targeted promotion that is marketed to people who are particularly interested in your work.
Find out who you are, what you sell and what part of the public will be most interested in what you have to offer.
Different types of construction firms
You need to know your audience first before looking for them, so it’s important to remember that there are three main types of construction companies.
General contractors are at the centre of many actions, as they usually work directly with the client before contracting with other trade experts.
These specialists will provide different parts of all projects while the general contractor conducts the construction and sometimes performs some of the general work required.
This type of construction firm needs to be proficient in coordinating the work of others and communicating directly with the client.
The second type of firm surrounds the agency construction director. This firm does not keep constructions instead of advising the owner when constructing a building and does not self-execute any construction work.
While still working on a contractual basis with the building owner, the agency construction manager primarily fulfils a consultative role for the project, making it one of the most hands-off types of construction.
Finally, the most common type of construction firm is the specialized contractor, which specializes in a specific type of work, the agency responsible for delivering on any project.
These companies contract with the general contractor to ship for a project, at which point they begin work on a designated part of their building.
Special contractors can work in a variety of fields such as electrical wiring or plumbing. Sometimes special contractors contract directly with the owner of a building if small woodwork needs to be done in an existing building such as upgrading structure wiring.
Identify your market
To market your market, you need to know more than your own position, but which part of the market is best for you.
Although there are all kinds of niches in the construction industry, most fall into three general categories of residential, commercial or public/institutional construction markets.
Residential construction market
Residential construction is easy to understand, as it involves the construction of residential houses and the upgrading of residential property.
This type of construction can range from fencing to construction and is a necessity in urban cities like New York City and in rural cities like Floresville, Texas.
Commercial construction market
Commercial construction involves developing or upgrading commercial properties, such as restaurants and stores.
Where residential construction involves contracts with residential homeowners, commercial construction involves contracts with business or property owners.
Supervisors of the general management of the property in commercial construction often draw on the need for contractors to work with property developers. Construction, in this case, is less limited than construction for government and institutional clients.
Government and Institutional Construction Market
In government / institutional construction, contractors work with agencies such as state departments and hospitals to build new buildings and houses or upgrade existing structural installations.
This is a particularly strict market with more stringent rules for construction, so contractors must be sure to adhere to these regulations throughout the entire construction process.
In most cases, they must prepare a project before choosing a construction firm to work on.
Provide advertising messages
Once you know what kind of firm you are running and what part of the market you are working in, you will be ready to create your advertising message.
You will want to set concrete goals for your campaign, such as achieving a certain increase in revenue from start to finish.
The metrics that are achievable are important for judging the success of your campaign because it lets you know if you are reaching your target audience.
If your profit is lower than expected, it may mean you are not targeting the right audience or your message is poorly designed for the audience you like.