Marketing is not a one-size-fits-all game. As a marketing professional, it is important to learn the intricacies of any given industry. Understanding the industry inside and out helps create a targeted, fruitful marketing plan that resonates with the intended audience. Marketing for the construction industry is no exception. Construction marketing is unique in many ways compared to other industries. This blog post will delve into what makes marketing for the construction industry different than other industries.
Narrow Target Audience
When it comes to the construction industry, the target audience is relatively narrow and specific. Construction marketing needs to focus on a certain demographic that has the financial means and need for construction services. While other industries may have some overlap in their target audiences, this is much more distinct in the construction industry.
Different Purchasing Cycles
Construction projects take time. Sometimes months can go by between when a project is presented and the actual construction begins. That means the marketing strategies should accommodate multiple touch-points, particularly with those who are likely to start projects. Several forms of communication reach out to these target audiences, ensuring the project comes to the forefront when it comes time to start the project. Campaigns are developed to remain near the top during those longer purchasing cycles to stay top-of-mind.
Industry-Specific Terminology
Marketing for the construction industry needs to position itself in the context of the buyer’s mindset. Building and design projects have language and terms only people with technical knowledge understand. Marketing professionals creating messaging campaigns need to understand that technical terminology and use them appropriately in the marketing pieces.
Showcase Expertise
Construction marketing needs to showcase the expertise level of a business. Clients require the assurance of a competent and reliable company. Marketing campaigns focus on the client-first language designed to give clients insight into the upcoming construction project along with the efficiency level expected from the business. This is particularly known for construction companies with unmatched expertise as it creates a competitive edge.
The Power of Reputation
Reputation wins a contract in the construction industry. A business’s reputation is built up to a range of contacts in the industry from building contractors to suppliers. Referral marketing is particularly useful in the construction field. A high reputation offers an attractive ROI for marketing campaigns.
In conclusion, marketing for the construction industry is different than other industries in various ways. The construction industry relies heavily on building relationships, showcases expertise, and reputation. Successful campaigns take these factors into consideration in marketing the business. There is a specific target audience targeted that calls for appropriate message delivery with terminology presented in a way the target audience understands and multiple touchpoints that accommodate longer purchasing cycles. Understanding these pillars of construction marketing will generate quality lead generation for the construction business moving forward.
Brown Creative: Experienced Digital Marketers
Brown Creative understands the intricacies of marketing for the construction industry and we are committed to helping you succeed. Let us help you create a targeted, fruitful campaign that resonates with your intended audience. Schedule a call with us today to learn more about how we can help your business succeed.
