The Importance of Targeting Your Construction Marketing

Effective marketing of your construction company’s services is the cornerstone of business growth. In some cases, successful marketing might be the difference between staying in business or closing up shop. To succeed in the construction industry, your marketing must be aimed at the right audience. Here are some ways you can use construction marketing techniques to build and sustain your business.

construction marketingNarrow Your Marketing

A shotgun approach to marketing your construction services is almost guaranteed to be a waste of time, effort and resources. It’s necessary to narrow your marketing to those who might reasonably be expected to need your services. A newspaper advertisement pointing out general services might be fine, but if you are looking for broader opportunities, you’ll have to specialize. For example, if you advertise in industry publications, you’ll not have much luck advertising in agricultural publications if all you do is retail or residential construction. If you have a specialty in building agricultural structures, however, that type of magazine is a good choice. Marketing to former customers can also narrow your marketing to a proven and interested group.

Use the Proper Techniques

Your marketing must use the proper techniques to reach the audience most likely to need your services. The type of media you use — radio, television, print, or online — will depend on the type of customer you’re looking for. Mailing lists can be effective, but they need to be targeted to potential customers who will need the type of construction services you offer. Techniques such as programmatic advertising — a method of buying advertising and marketing media based on very specific audience characteristics and criteria — can let you get your message in front of a very narrow but very receptive group of potential customers.

Construction Monitor is dedicated to the success of construction businesses, and provides the data, construction leads, and best practices information they need to survive and thrive in a competitive industry. Contact us today for more information on construction marketing and how you can shape your marketing program to best take advantage of your available resources and the market you wish to serve.

Source: https://www.constructionmonitor.com/blog/2016/09/27/the-importance-of-targeting-your-construction-marketing/