Source: Construction Marketing Association

In September 2012, the Construction Marketing Association conducted a national survey of construction professionals regarding their use of social media. The following questions were asked:

1. Do you employ social media in your marketing program?
2. Do you manage social media marketing internally or outsource?
3. Which social networks do you employ?
4. Do you employ blogging?
5. What social media is MOST effective in achieving results?
6. What social media is LEAST effective in achieving results?
7. What results have you achieved via social media marketing?
8. Which category best describes your company?
9. What is the approximate size of your company?

Below are the results of that survey in infographic form. You can embed this infographic on your website, blog, etc. using the embed code below. And please share our infographic using the social bookmarking tools below.

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As a contractor or design professional you may be hearing more and more about different and new construction marketing strategies.  Successful marketing as a contractor requires that you continually keep up with where and how people find you, and how they view and understand your value proposition.

Two of the fundamental ways construction professionals market their business is through a combined strategy of Inbound Marketing and Outbound Marketing

You may be wondering what these mean.  In a nutshell the difference between inbound marketing and outbound marketing are as follows:

Inbound Marketing
is about having customers find you

Outbound Marketing
is about reaching out to and targeting customers

Outbound marketing includes traditional tactics that “push” your message in front of a broad range of people.

Outbound Marketing examples:

• sending out flyers
• direct mail
• pay-per-click (web ads)
• TV & Radio spots
• trade shows
• email marketing
• cold calling
• press releases
• yellow pages

Inbound marketing involves producing content that potential clients will find informative and helpful as they actively seek services that your business may provide.

Inbound Marketing examples:

• websites
• SEO (search engine optimization)
• blogs
• videos
• guides / tutorials
• consumer tips

In a sense Inbound marketing is a marketing strategy that focuses on getting found by customers. Construction professionals earn their way in by publishing helpful information that there target market is looking for.  In contrast to Outbound marketing where contractors have to buy, beg, or bug their way in through the purchase of advertisements, direct mail, and issuing press releases all based on the hope they are viewed, heard or read by someone that just happens to need their services.

The biggest advantage that inbound marketing has over its outbound counterpart is “intentional targeting.” While you can’t target users by demographic, you are targeting them by interest and mood. When they find your content through search engines, they’re actively interested in it. They’re in the mindset for this kind of content, which means they are that much closer to a purchasing decision.

because the content is helpful/informative, customers will go looking for the content, and when they find it, they’ll find you — and then might even share it with their network, which can be an added viral touch that helps their friends/family/colleagues find you, too.

Looking over the definition, inbound marketing might strike you as something that’s much more “ethical” or “humane” than outbound marketing.  After all, it’s “permission based” rather than “pushy” or “salesy”. It’s important, though, to remember that it has both its pros and its cons vis a vis outbound marketing.

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Several things contractors and construction professionals need to consider when marketing their business

Marketing in the construction industry requires a custom plan designed for your business.  What one company does won’t necessarily work for yours.  Most contractors and construction professionals try a little advertising here, a little direct mail there, and figure that by just putting up a website they’ve done all they need to do. TIP: There’s a lot more to it than that.

Take a look at some of these contractor marketing mistakes that many companies should consider, and correct, when they market their business.

1.  Fully Understand Your Market

When someone asks you who your customers are is your answer simply “Residential” or “Commercial”?  Now, you may want to market your product or service to everyone across every type and geographical area, but your customers all have different needs and experiences. What you need to be doing is narrowing down your specific customer groups and identify those that will be most profitable and accessible to target. Consider these primary elements when segmenting your target market:

• Demographic: Age, income, gender, education, family status, income level, social class, ethnicity.
• Geographic: Cultural, climate, regional and national differences, population density.
• Psychographic: Lifestyle, personalities, attitudes, opinions, values.
• Behaviour: Buying patterns, price sensitivity, brand loyalty, benefits wanted.

Consider a kitchen design or remodel.  Appliance manufacturers like Miele and Viking are clearly targeting a specific a social class with a certain income level. Purchasers of these brands have a lifestyle that is sensitive to brand or status rather than price. On the other hand, consider what market segments GE or Frigidaire is focusing on?  Their primary customer groups are very different – possibly middle-aged parents who are cost-conscious or not concerned with status symbols are their primary customer group.

What should I do to better understand my market and primary customers?

Take the time to draw out what your typical customer would look like and where their lifestyle, age and social class fit in to their buying patterns. All this research will have and impact in your marketing. You’ll be better equipped to focus your marketing efforts where your target market can be reached and will see or hear your message.

2.  Develop a proper marketing plan and schedule

How well have your projects gone without developing a specific scope of work and creating a clear schedule to complete those items?  You should approach your marketing no differently. A current and clear marketing plan is a necessity for any size and type of business, construction businesses included.  Your marketing plan, like a construction schedule can evolve, but setting your approach and strategy down is a vital step that can’t be overlooked. Who do you want to market to? How can I reach them? Is there a best time to promote my services?  Is a online marketing really a good marketing tool for my business, or is community networking better? You may have a number of ideas of your own or have seen other companies using marketing tools that you want to deploy as well, but putting them into a plan will help you find holes and better ideas you may not have previously thought.  This will lay them out in a way that also helps you define a budget and schedule for marketing.

What should I do to with my marketing plan?

Once you have developed a construction marketing plan for the branding and promotion of your company and it’s services, it’s important to implement it correctly. Be sure that your marketing plan is clear and understood by your entire staff so that everyone knows who your target market is and the message your business is trying convey.  Try to monitor and track your efforts and initiatives in order to identify strengths, weaknesses and any opportunities for improvement.  Have your plan written out and refer back to it frequently.  Makes changes as you learn more about your customers and their needs.

3.  Be cautious about focusing too much on the latest marketing trends

One of the biggest and fastest growing marketing trends is Social Media.  It’s likely to be around for a long time, but is it right for your construction business? Is it just noise or can it be effective for contractors and design professionals.  The answer is both.  If used to stay in contact with your online audience or to update them on a new service offering or completed project it can be useful way to keep your name in front of people.  It reinforces your expertise in what you do.  Is it an effective way to reach new customers.  Not so much.  Social media marketing opportunities certainly exist but you must know how to develop them and make regular use of sites like Facebook, LinkedIn, and Twitter in order for them to be worth your efforts.  A good example of falling into this trap is to create a Facebook page for your business and then never putting anything on it or regularly promoting it.  Is social media any good for construction businesses?  Absolutely!  Again, what works well for one business model may not work well for the other.

What should I do about Social Media?

Certainly you’ve seen it everywhere.  Everyone is doing it so you should be too right?  Not necessarily.  Refer back to your target market.  Is your target customer utilizing social media?  Are your customers repeat customers?  Do you have anything to share that would interest your customers?  Does the culture of your business include community involvement?  It’s important to understand social media, who it reaches, and how it works if you’re going to make it part of your marketing plan.  Social media marketing is primarily brand reinforcement.  It helps businesses stay in front of people they are already connected to.  But remember, if its not a good fit don’t fall for the hype surrounding it. Your time may be better spent on more effective marketing efforts like inbound marketing.

4.  Get marketing help once it’s necessary

As a business owner you have an emotional investment in its success and how it operates.  Contractors and design professionals are no different but their entrepreneurial spirit can at times also be what’s holding them back.  As a construction business grows, the business owner must begin to rely on help, either by adding professionals to their staff or outsourcing to subcontractors.  This applies to marketing as well.  At some point you may have developed a marketing plan or researched your market.  But when was the last time you took the time to really revisit all of it?  Construction marketing has changed dramatically in the last several years and continues to do so everyday.  The ways in which you reach customers and how they find you are vastly different than they were just a few years ago.

When should I consider getting help with my marketing?

When was the last time you updated your website?  Is it optimized for search engines?  Are your current projects on it?  Do you have a plan to develop online reviews and referrals?  Are you taking advantage of every opportunity in your target area to let potential customers know who your are, like what you have to say, and trust in your expertise enough to contact you?

Your in a business where subcontractors are hired to provide services that you or your business may not be equipped to provide or have the experience to do a quality job.  Perhaps it’s time to ease your grip on marketing and hire someone who can really concentrate on it.  This person or company doesn’t need to do marketing full-time, but they should be able to focus on moving your marketing plan forward seamlessly, aligning it with your business goals, vision and culture.

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Create 2D and 3D home designs for any interior or exterior design project

“Take the guesswork out of home remodeling projects! Get started by laying out your floor plans and experimenting with real products and colors.” That’s exactly what the folks at Autodesk, the company that created AutoCAD, have done. They’ve come up with a simple online utility that allows homeowners to let their creative side take charge. The aptly named software, Homestyler, allows people to easily put their ideas into a seeminly powerful design program and develop an accurate visual representation of that idea.

For the Homeowner

Autodesk Homestyler is a free online home design software what will help bring your ideas and remodeling dreams to life. No more guesswork or difficulty envisioning how a design will look. By laying out floor plans with all the finishing touches such as doors, windows, furnishings, and colors, you can have confidence in embarking on a remodeling project. Homeowners can even choose from different brands lik Kohler, Dacor, and Corian to name a few so that they can see what they finished design will look like with real appliances, fixturesm and furnishings.

For Contractors and Design Professionals

This is a unique way to have your clients communicate what they want in their design. By sharing 2D and 3d home design visuals, you’re able to “better understand each others vision and help your clients make faster, and more-informed decisions.”

• Empower your clients to express their home design vision.
• Work together to update designs and finalize concepts faster.
• Embed designs on your web site for marketing or review.
• No prior CAD or software experience necessary.
• Export to DWG or RVT file formats if needed.

For more information about Homestyler are to get started with your own design project you can visit their website here Homestyler

For any contractor working with a customer, this may be a great way to help them become excited about and build confidence in their project.  Sharing ideas and creating a visual representation of what you both envision may be just the thing that separates you from your competitor.

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New Media

A well-designed and easy to navigate website can allow potential customers to survey photos or video of your latest projects, read references from satisfied customers and learn about the background and experience of you and your crew.  A good website will “pull” in potential clients using inbound marketing techniques.

Print Media

Placing a well-designed ad in a local newspaper or other publication is a common tool for nearly all construction related businesses.  Outbound marketing techniques like advertisements are used to “push” your message in front of people.  Keeping yourself in front of people helps build your brand.  Keep an eye out for special editions in publications that reach your target market that are related to home repairs, remodeling or architecture. There are also weekly and monthly publications focused strictly on specialty realms of the construction industry. Purchasing ad space or having your company profiled in one of these publications can enhance brand exposure and credibility.  A great way to get into these publications is to submit an article about your industry or a case study on a project you’ve just completed.  Publications are continually looking for content.  But it’s important to keep any submission free of self-promoting copy.

Broadcast Media

Television and radio have long been an effective advertising tool for construction businesses. Aligning any broadcast campaigns with a promotion your business is running or during a season when the need for your services is high is a great way to capture the attention of viewers and listeners.  Hurricane season, rainy season, hot summer months are good examples of when a specific contractor type may be needed the most.

Promotional Products

Brand apparel is also a great way to promote your company. When worn by employees on the job site, it gives your company an air of professionalism and organization. If given to customers, it enables them to act as walking advertisements for your firm.  It’s also a great way to help nurture referrals.  As long as a satisfied customer remembers you it increases the chances that they refer clients to you.  Promotional products are an effective and inexpensive way to increase your construction company’s brand identity. Getting people to know who you are is the first step to a successful marketing strategy.

Equipment Branding

Branding your company’s vehicles, machinery and equipment with a recognizable logo and contact information gives your company name a presence at job sites and all points in between.   One of the unique opportunities that contractors have is the ability to promote their services anywhere through vehicles and equipment.  Establishing local and regional brand identity with a uniform vehicle logo and color scheme makes your equipment fleet and entire company stand out from the competition.

Sponsorships

Sponsorship is a low-cost way to promote your company’s name within the community that can result in the establishment of brand recognition and goodwill.  Sponsoring local athletic teams, community or corporate events, and getting involved in local civic activities can differentiate your construction business within your community or target market.

Charitable Initiatives

Participating in community charitable events does not just have to mean giving money. You can give your crew the day off to participate in a community cleanup, or pay them to take time to dedicate their skills to improving buildings in the community.  Have your staff volunteer at a charitable event.  Some construction businesses find ways to donate their services and will generally receive substantial recognition at the event by doing so.

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One of the biggest challenges home owners face is finding a contractor that they trust.  Sometimes a referral is just a name passed along by someone… that might have a friend that knows someone… that knows a contractor.  Finding reputable contractors can be tough for people starting or even just thinking about a new project.

Contractor / Entereneur, Alan Macken recognizes this need for home owners and contractors to come together, which isn’t so much a revelation in the construction industry.  However, his approach is unique and has huge potential to do exactly the thing his company Bid That Project is advertising

match up reputable contractors with individuals and their projects

He, like most contractors and design professionals, would like a way to market their services without direct mail or paying huge prices for leads that may or may not be a good fit.  Macken believes that there should “be a better way for both parties to connect with one another. Contractors shouldn’t have to pay for leads, send out blind mailers and then wait for the phone to ring. Consumers, such as a homeowner wanting a new kitchen, should be able to post their projects anonymously and with any photographs, diagrams, videos or audio messages they would like to include, and have their projects considered by qualified contractors without being hounded to death.”

The site looks well thought out and Bid That Project has seemingly put a huge effort into what they believe is still an untapped market.  It appears that home owners can simply put out a “Request For Proposal” and see what contractors are interested.  A process that has for the most part been successful but somewhat exclusive to General Contractors seeking subcontractors for a defined project.

The idea is great and long over due in the construction marketing industry.  Here’s to hoping this becomes a great tool for contractors and home owners!

You can read more about Bid That Project here or simply visit their website and sign up!

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Marketing a construction business today requires much more than printing brochures, and building a simple website.

Today’s contractors, architects, and engineers need to understand how their company can leverage the continuously evolving marketing channels available to them.  Inbound and content marketing, search engine optimization, social media, mobile devices, and many other contractor marketing strategies are available and necessary to remain competitive in the construction marketplace.

Because of the increased need to stay on top of rapidly changing and new technology many contractors are realizing that hiring a construction marketing specialist to successfully navigate and implement these marketing strategies has a far better return than hiring a full-time in-house marketing manager or worse trying to do it all themselves.  That’s why outsourcing or “subcontracting” their construction marketing has also evolved as a primary solution for contractors.

The following are just a few reasons outsourced marketing excels for contractors.

Bigger bang for your buck

Outsourcing your construction marketing allows you to have a single point of contact that collaborates to offer multiple marketing skill sets.  Instead of  hiring, paying and providing benefits for one full time marketing director who may only offer a limited set of skills and experience, you can hire a “team” of specialists working for you through flexible pricing options such as hourly rates, single project prices, or a retainer plans.

New and fresh ideas

Like all contractors, you and your employees can and do become stuck or fixed on a sole vision for your business.  An outsourced marketing expert brings valuable and fresh perspectives to your company that lead to new ideas and programs that drive business.  And because your outsourced experts are also working with other firms and industries, they bring best marketing practices from other industries into yours with great success.

Flexible Options

One of the greatest benefits of outsourcing your marketing is that it’s there when you need it the most and scaled back when you need it less.  You may be building a new website, promoting a newly completed project, re-branding your company, or just looking to boost your marketing initiatives.  These are ideal times to look towards outsourcing your construction marketing.  But naturally there will be times when your company may need to scale back.  You may at times only need simple marketing maintenance, press releases, or website updates.  When you have an outsourced marketing team, your marketing costs can be expanded or contracted to accommodate your needs.

Continuous Attention

Do you forget about marketing during your projects, only to return to it once the the pipeline is empty?  You’re not alone.  Many contractors fall into the trap of paying attention to their construction marketing only when projects are down and business is slow.  Failing to make your marketing an ongoing priority can and will have a financial impact on your business.  A company that specializes in construction marketing understands these cycles and can work to keep your marketing moving along consistently during the ups and downs of the construction marketplace to ensure that your business remains steady.

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Connecting contractors and design professionals to the buildings they provided services for.

A new and free website, www.honestbuildings.com, was recently launched that allows building owners, contractors, architects, engineers, and even occupants to associate their companies or themselves with a specific building or project.

From first glance the site seems like a search engine for buildings.  Which in a sense it is.  But as a construction professional, this is an enormous opportunity to build a profile for your company and create or attach your company and services to the building and projects you worked on.

Projects can range from a new bathroom renovation to obtaining LEED certification for a new real estate development, and everything in between. During their initial launch, Honest Buildings amassed over 50,000 projects representing over 10 billion square feet of buildings.

These projects are also connected to the building profiles where they were completed, increasing an organization’s exposure and driving new business when anyone see’s information about that building.

Why should I use Honest Buildings

For Service Providers

• Increase company exposure and build brand awareness.
• Share completed projects and highlight team members across popular social networks including LinkedIn, Facebook, and Twitter.
• Drive business by attracting new clients with your showcased projects and networking with the Honest Buildings Community.
• Profile information will be included and searchable in the Honest Buildings directory.

For Owners & Managers

• Provides an easy way to connect with local service providers to complete building projects.
• Attract new tenants by highlighting innovative projects and building upgrades.
• Increase exposure for space to be leased in all market types.
• Get real time valuable feedback from occupants.
• Profile information will be included and searchable in the Honest Buildings directory.

If you’re a construction professional looking for ways to showcase your work this is a great way to do it.  Every person and company involved with your project  can be part of this process.  By utilizing services like Honest Buildings you are improving your construction marketing by getting people to know who you are and developing a trust in your ability to provide the services you offer.

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A great tool to add to any construction marketing strategy is to enter award competitions.  Part of building trust with customers is showing them that you’re qualified to fulfill their expectations.  Being awarded for your success is one of the best ways contractors prove this.

Awards celebrate achievement and recognize leadership in the marketplace. Winning an award (or many times just being nominated for an award) increases your company’s brand in the marketplace and provides a third party endorsement of your business.

Here are four reasons why award competitions should be part of the marketing plan of every business:

• A business award, even the nomination for an award, can boost a construction company’s credibility with customers and potential customers. Who doesn’t want to do business with an “award winning company?”
• An award or nomination is a great way to gain added publicity for your business. Send out press releases about the award and the media may pick up the storyline, providing free publicity for your company.
• Once the media is aware of your company, representatives can become “media experts,” called upon for insight and comments on a particular type of construction or subject. This provides more publicity and exposure for your company and its representatives.
• Great employees want to work for great companies. What better way to validate greatness than with awards. An award can help to attract new candidates to the company and create a positive environment to keep existing employees.

There are many construction award categories. Find an award that best fits your business. Think outside your specific niche as well to find even more opportunities.

Entering award competitions is a great addition to any company’s marketing strategy. The increased publicity and credibility are invaluable results of these competitions.

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The Construction Marketing Association published a recent survey defining the types of marketing used in the construction industry and the most effective marketing initiatives implemented by construction businesses. They also define the Top 10 A/E/C Marketing Best Practices in 2011.

Below are the Top 10:

• Understand your perception, position, segmentation and SWOT.
• Develop a marketing plan with objectives, action calendar and measures.
• Search optimize your website (Website Grader 90+, reviews, PPC)
• Aggressive networking with associations (local/regional, AGC, ASA, BOMA, AIA, etc).
• Develop/manage lead generation (project leads, customers, targets, contacts, emails).
• Build awareness through publishing, PR, speaking.
• Ongoing communications to contacts, titles, verticals, etc.
• Leverage blogs and social media to communicate company and industry content.
• Experiment with new markets, example geographic, government, etc.
• Leverage free publicity, wire distribution, editor lists.

Architectural, engineering and/or construction (A/E/C) firm marketing is very different than other types of marketing. How? First, A/E/C marketers target owners or managers of public or private construction projects. The focus of marketing is lead generation and winning projects. Relationships and reputation are critical in A/E/C marketing as the financial risk of construction projects is great.

Here are some highlights of the survey they conducted.

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