Small and medium-sized construction firms constantly optimize their resources. Marketing activities are valuable opportunities to increase revenue. When competing with the bigger companies for work, budgets and teams need to be carefully allocated where it matters the most.

10 Marketing Activities for Construction Firms

Small and medium-sized construction firms constantly optimize resources. Marketing activities are valuable opportunities to increase revenue. When competing with the bigger companies for work, budgets and teams need to be carefully allocated where it matters the most.

Here are 10 marketing activities that will maximize return on investment for small to medium-sized construction contractors.

1. Execute Marketing Campaigns

Successful marketing is a continuous effort. You cannot promote your company only when you need additional sales, and expect success beyond that campaign. This is one of the most common marketing pitfalls among small and medium enterprises (SMEs). Consistent marketing efforts will keep your company, services, and brand top of mind with existing and potential clients. This way, you are only a call or email away when an opportunity arises. Another reason to avoid sporadic marketing is that the effort may not warrant the marketing dollars. With a cohesive marketing plan in place, you ensure your budget and resources are maximized and yield dividends.

2. Update Company Website

In today’s tech-driven world you have to think of your website as a digital business card. Your presence on the Internet is your potential client’s first encounter with your brand. In addition, your firm’s website needs to be mobile friendly and search-engine optimized to ensure new clients can find you on Google, so work requests can make their way to your Inbox. Your company’s website has to be 3-in-1: informational, transactional, and educational. And keeping your website current by updating it weekly is one of the most important marketing activities you can engage in.

3. Improve Social Media Presence

In this day and age, it is essential for companies from all industries to have a social media presence. According to Statista, the average daily social media usage rose from 146 minutes in 2018 to 155 minutes per day in 2019. That is more than enough time for current and potential clients to find your company on social media. Facebook, Twitter, YouTube, and Instagram are among the most popular social media sites for construction contractors. And remember, according to Forbes, 78% of salespeople using social media outsell their peers. Additional resource: YouTube tips for construction companies.

4. Start Email Marketing

59% of marketers report that email is their most helpful marketing channel to generate leads and new revenue streams. Surveys have shown that individuals prefer to receive emails to remain informed. Still, it is one of the most common marketing activities not executed consistently. If you are not taking advantage of email marketing, you are missing out on opportunities to increase revenue. With the right email subject lines, you can get your emails opened and viewed by prospective customers. Besides being effective, email marketing is also relatively inexpensive compared to other marketing activities.

5. Diversify Presentation Materials

The digital era introduced new types of presentation materials such as videos, infographics, podcasts, educational articles, interactive presentations, and others. Videos, for example, generate significantly more traffic to your website than any other type of content. They also increase open rates when embedded in an email. If you are not taking advantage of all the marketing content formats and distribution channels, you are missing out on avenues to

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6. Send Out a Newsletter

Newsletters, while they may be a bit more time consuming, are not perceived as sales email campaigns but as an effort to provide potential customers with relevant content, and therefore appreciated more. Take advantage of a monthly newsletter as a great way to share educational content, company news, or any new services you may offer.

7. Attend Industry-specific Events

You don’t have to spend a big portion of your marketing dollars to attend construction conferences and tradeshows. You can accomplish a lot with your presence as a regular attendee. At the end of the day, what’s important is to be onsite, network with potential clients, and build your network. Many smaller construction firms miss out on these great opportunities due to the misconception that they are costly. But it is actually one of the most cost-effective marketing activities you can perform. Register as an attendee for the next conference or tradeshow in your area and test this theory.

8. Network Often

Networking is an efficient way to raise awareness for your company and services. Networking doesn’t necessarily have to be time consuming or costly. For example, you can network online by joining services like LinkedIn or Quora. You can connect with people or ask and answer questions that relate to construction areas of interest. You can also attend small networking events such as meetups that are usually hosted after hours, or host your own event. A networking breakfast or lunch-and-learn at your office with current and potential clients gives you a great opportunity to build your brand and develop or deepen relationships.

9. Take Advantage of Local Press

Local media outlets are always interested in expertise and niche ideas. Communicating your story through a trusted 3rd-party source creates a level of credibility that cannot be equaled. Reach out to your local media channels and news outlets and offer your opinions and expertise on subjects of public interest.

10 Allocate Resources to Research

Last on the list, but certainly not least, is allocating resources to market research. Market research and analysis reveal new opportunities. Perform research on prospective customers to gain insights and identify construction needs from their perspective, so you don’t miss revenue opportunities because you are out of touch with the market. It also ensures you’re talking to the right people via the right channels.

In conclusion, performing marketing activities consistently and having a solid marketing strategy are beneficial to businesses of all sizes – even more so for small and medium-sized construction contractors and AEC firms with lower marketing budgets. Marketing means more than just selling a product or service. Successful marketing requires a solid understanding of your market and your potential customers, and clearly communicating your company’s services and offerings through all available channels.

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Infographic Marketing Activities for Construction Contractors