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Top 10 Lessons From A Construction Marketer

by | Sep 25, 2023 | Blog, Video


Top 10 Tips for In-House Construction Marketers: Knock It Out of the Park

If you were to ask me the question, “What advice would you give an in-house construction marketer just starting out?” Well, today, I’m going to be sharing my top 10 tips for an in-house construction marketer just starting out in the industry. And even if you’re an experienced construction marketer, some of these tips may surprise you.

Alright, let’s jump into my top 10 tips for in-house construction marketers just starting out.

#1: Find a Company That Believes in Marketing And Its Impact

If you don’t find a company that believes in marketing, you’re likely going to be fighting every single day to convince leadership that it matters, and nobody wants to do that.

So, how do you find a contractor that actually cares about marketing? Here are some things to keep in mind:

Check for a Digital Presence

First things first, check if they have a website. It may sound basic, but having a website is a fundamental sign that they are at least trying to establish an online presence. Also, see if they have social media accounts. They might not be social media wizards, but the mere presence on platforms like Facebook, Twitter, or LinkedIn shows that they’re making an effort. And don’t forget to look for a local listing like a Google My Business page – this can indicate their commitment to engaging with the local community.

Assess Their Attitude Toward Marketing

Now, it’s not just about having a website or social media profiles; it’s about their attitude. You want to work for a company where leadership understands and values the impact of marketing. Here’s what it looks like:

  • They want to contribute and share ideas: A company that values marketing will actively encourage input from the marketing team and other employees. They won’t just see marketing as a department; they’ll see it as a crucial part of the business.
  • They look at tools and tech as a value-add: In a marketing role, you need tools and technology to be efficient. A company that believes in marketing won’t see these as costs but as investments to help you do your job better.
  • They encourage and support you: A supportive company will celebrate your successes and provide the necessary resources when you’re facing challenges. They’re not just there to watch; they’re there to help you knock it out of the park.

So, your first step as a budding construction marketer is to find a company that aligns with these principles. Don’t settle for a place where you’ll constantly have to battle for the importance of marketing. Your success and sanity will thank you for it.

#2: Join A Contractor With Leadership Buy-In

It’s not enough for a company to just have a website and a social media presence. If you want to thrive as an in-house construction marketer, you need a leadership team that’s fully on board with your mission. Here’s what that looks like:

Leadership That Wants to Contribute

First and foremost, you want to join a company where leadership wants to contribute and share ideas. They don’t just view marketing as a necessary expense; they see it as a vital part of the business. In a supportive environment, leaders actively engage with marketing strategies, providing insights, and even generating ideas themselves.

Embrace Tools and Tech

Leadership that’s on your side looks at tools and tech as assets, not burdens. They understand that investing in software and technology can make you faster and more efficient in your role. So, if you’re advocating for a new marketing tool that can enhance your productivity, they’re more likely to support you, seeing it as a value-add rather than a cost.

Encouragement and Assistance

A leadership team that’s invested in your success will encourage you when you’re doing great. They won’t hesitate to give you a pat on the back when you achieve your marketing goals. And, perhaps even more importantly, they’ll be there to provide the necessary help when you’re facing challenges.

Ultimately, leadership with buy-in wants to help you succeed and will do whatever it takes to make that happen. So, when you’re considering a company to work for, pay close attention to the attitudes of the leaders. Are they engaged and supportive, or are they distant and skeptical? Your success in the construction marketing world depends on finding leaders who believe in the power of marketing and are ready to stand behind you as you work your magic.

#3: Align Your Marketing Plan to Your Business Objectives

Every business has goals, and behind every goal is an objective that will help make it a reality. As a construction marketer, it’s your job to bridge the gap between marketing and those objectives. Here’s how you do it:

Understand Business Goals and Objectives

First things first, you’ve got to understand both the goals and the objectives of the company. Goals are the big picture; they’re what the company is striving to achieve in the long run. Objectives, on the other hand, are the actionable steps that lead to those goals. For example, if the goal is to increase revenue by 20%, an objective might be to generate 30% more leads in the next quarter.

Build a Goal-Driven Marketing Plan

Now that you know what the company wants to achieve, it’s time to build a marketing plan that aligns with those objectives. Your marketing efforts should directly contribute to achieving those objectives, which, in turn, will help the company reach its goals. Don’t waste your time on marketing activities that don’t move the needle toward these objectives.

Measuring Success through Objectives

To ensure alignment, you need to measure your marketing success through these objectives. Use key performance indicators (KPIs) that tie back to the objectives you’re aiming to achieve. If one of your objectives is to increase website traffic by 25%, then track website traffic as a KPI and adjust your strategy accordingly if you’re not on track.

By aligning your marketing plan with your business objectives, you’re not just doing marketing for the sake of it. You’re a strategic partner in helping the company reach its goals. This is where the real magic happens – when marketing isn’t just an expense but an investment in the company’s future success. So, remember, always keep those objectives front and center when crafting your marketing strategies.

#4: Identify High-Impact Marketing Activities Early

Look, we all have administrative work to do, but if you want to make a real impact early in your career, you’ve got to pinpoint the marketing activities that pack the biggest punch. Here’s how to do it:

Prioritize Impact Over Busywork

Don’t get bogged down with mundane administrative tasks that eat up your time. Your mission is to identify the high-impact marketing activities that will move the needle for your company. So, what are these high-impact activities? Let me throw a few ideas your way:

Social Media Content

Crafting engaging social media content can help build your company’s brand and online presence. It’s a powerful tool for connecting with your audience and showcasing your expertise.

Website Project Content

Content related to ongoing projects on your website can demonstrate your company’s skills and capabilities. It’s a great way to showcase your work and attract potential clients.

Networking with Industry Connections

Building relationships with other professionals in the construction industry can open doors to future projects. Networking can lead to valuable partnerships and opportunities.

Job Site Visits for Content Creation

Don’t underestimate the value of visiting job sites. It’s an opportunity to create compelling content, document your company’s work, and share it with your audience.
Your goal is to focus on these high-impact activities rather than getting overwhelmed by administrative tasks. Of course, administrative work is necessary, but it shouldn’t be your main focus if you want to make a noticeable impact in your early days as a construction marketer.

So, remember, prioritize the activities that truly matter, and you’ll find yourself making a significant contribution to your company’s marketing efforts. Don’t just be busy; be effective.

#5: Avoid Random Acts of Marketing

Just because you can do everything doesn’t mean you should. Thoughts and ideas will be thrown at you left and right, but you’ve got to make sure they align with your marketing plan. Here’s the deal:

Don’t Get Distracted by Shiny Objects

In the world of construction marketing, you’ll often encounter bright and shiny marketing ideas. Everyone’s got an opinion, and they’ll toss suggestions your way. But here’s the deal – if those ideas end up distracting you more than actually helping you complete your existing marketing plan, you’ve got to table them for now.

Funnel Ideas Through Your Marketing Plan

Every idea, no matter how intriguing, needs to pass through the filter of your marketing plan. Does it fit within your existing strategy? Does it contribute to your defined objectives? If the answer is yes, great! If it’s a “maybe” or “not now,” don’t hesitate to put it on the back burner.

Ain’t Nobody Got Time for Random Acts

Time is a precious commodity in construction marketing. Random acts of marketing can eat up your time and resources without delivering tangible results. Your focus should be on executing your well-thought-out marketing plan, not chasing every new idea that comes your way.

So, while it’s fantastic to be open to innovative ideas, remember that your marketing plan is your guiding light. It keeps you on track, ensures consistency, and helps you achieve your objectives. Don’t let random acts of marketing derail your efforts. Stay the course and stick to your plan. Your marketing success will thank you for it.

#6: Learn and Study from Successful Marketers

Here’s a reality check for all of us: we don’t know everything about marketing, and that’s perfectly fine. In fact, it’s a golden opportunity for growth. So, here’s what you need to know:

Embrace the Learning Journey

The best marketers I know are constantly on the hunt for ways to learn and grow. They’re like sponges, soaking up knowledge from all directions. And guess what? You can be one of them! Embrace the fact that there’s always something new to discover in the ever-evolving world of marketing.

Seek Out the Best Marketers

Successful marketers didn’t become experts overnight. They put in the time and effort to learn and refine their craft. So, your next move is to seek out these marketing gurus. Read their books, devour their blogs, listen to their podcasts, and attend their webinars.

Attend Industry Events

Don’t miss the opportunity to attend marketing conferences and industry events. These gatherings are treasure troves of knowledge. You’ll have the chance to learn from seasoned professionals, exchange ideas, and network with like-minded marketers.

Stay Hungry, Stay Humble

Remember, there’s always room for improvement. Stay hungry for knowledge and humble in your approach to learning. Even if you’re a seasoned marketer, there’s something new to discover, a fresh perspective to consider, and innovative techniques to explore.

So, don’t rest on your laurels. Make a commitment to continuous learning and growth. Study the successes and strategies of those who’ve blazed the marketing trail before you. It’s the surefire way to become a better, more effective construction marketer. And trust me, your career will thank you for it.

#7: Build Your Network

In the world of construction marketing, you might find yourself as the sole marketer in your company, and let’s be honest, marketing alone can get a bit lonely. That’s why it’s crucial to establish a solid network. Here’s how:

Join Professional Associations

One of the most effective ways to build your network is by joining professional associations like SMPS (Society for Marketing Professional Services). These organizations provide opportunities to meet other construction marketers, share experiences, and learn from one another. It’s like a goldmine of connections waiting for you to tap into.

Leverage Team Relationships

Take advantage of the relationships within your own team. Ask your colleagues if they have any connections with marketers in other construction companies. You’d be surprised at how often they might know someone you can connect with. Go ahead and set up coffee meetings or virtual chats with these fellow marketers – they can offer valuable insights and support.

Expand Your LinkedIn Network

LinkedIn is a powerful tool for expanding your network within the construction industry. Look up local contractors in your area and identify construction marketer communications or business development individuals. Send them a connection request along with a friendly note. You’d be amazed at how many connections you can make through this professional platform.

Shameless Plug

And hey, here’s a little shameless plug – if you haven’t already, please remember to like and subscribe to Construction Marketers. We’re all about sharing valuable insights and connecting with fellow construction marketing enthusiasts. You’re not alone in this journey, so let’s support each other.

Remember, you don’t have to go through this marketing adventure by yourself. Building a network can provide you with valuable resources, fresh perspectives, and a sense of camaraderie. So, reach out, connect, and grow your network in the construction marketing world. It’s a move that will undoubtedly pay off in your career.

#8: Leverage Technology for Efficiency

The construction industry might not be known for being tech-savvy, but that doesn’t mean you can’t be. Let’s explore how tech can make your life easier and your impact greater:

The Tech Gap in Construction

Let’s face it – the construction industry has been a bit slow to embrace technology fully. But that’s where you can shine. By identifying and implementing the right software and tools, you can set yourself apart and make a significant impact.

Essential Software for Marketers

As a construction marketer, some software can be absolute lifesavers. Consider these for your toolkit:

  • Social Media Management Software: Tools like Hootsuite or Buffer can streamline your social media efforts, making it easier to schedule posts and analyze performance.
  • Email Marketing Software: Platforms like Mailchimp or HubSpot can help you create and send engaging email campaigns to your audience.
  • Graphic Design Software: Adobe Creative Cloud or Canva can be your go-to for creating stunning visuals and graphics.
  • Photo and Video Editing Software: Adobe Premiere Pro, Adobe Photoshop, or even simpler tools like Adobe Spark can help you edit and enhance your visual content.
  • AI Tools: AI-driven tools like ChatGPT and Google’s Bard can help you analyze data, optimize content, and even assist in automating certain marketing tasks.

The Power of Efficiency

By leveraging the right technology, you’ll not only make your life as a construction marketer easier but also enhance your impact within your company. Efficient marketing operations can save time, reduce costs, and ultimately contribute to your company’s success.

So, don’t shy away from technology. Embrace it, learn about the latest tools, and invest in software that can elevate your marketing game. In the construction industry, where efficiency is key, tech can be your secret weapon. Get tech-savvy and watch your impact grow.

#9: Build a Strong Company Brand

As the voice behind your company’s marketing efforts, you’re the one communicating on its behalf. So, it’s crucial to have a deep understanding of where your company stands and where it’s headed. Here’s how you can do it:

Get a Pulse on Your People

To build a strong company brand, you need to be in sync with your company’s culture and values. You’ll likely be communicating with various stakeholders, including the executive team, warehouse crew, and trades workers on job sites. Each of them plays a vital role in shaping your company’s brand identity.

Regular Conversations Are Key

The way you get this pulse is by having lots of conversations. Talk to the folks in the executive suite to understand the company’s vision and long-term goals. Chat with the folks on the ground – the warehouse crew and trades workers – to grasp their experiences and insights. These conversations will help you build a strong and accurate brand voice.

Be a Storyteller

Your role as a construction marketer is to be a storyteller. You’re not just promoting products or services; you’re narrating the company’s journey, values, and commitment to excellence. Use these stories to create compelling content that resonates with your target audience.

Consistency Is Key

Consistency is the secret sauce of branding. Ensure that your messaging and visuals align across all marketing channels – from your website to your social media posts and press releases. This consistency helps in establishing a strong and memorable brand presence.

Building a strong company brand isn’t just about design and aesthetics; it’s about crafting a narrative that reflects your company’s values and resonates with your audience. By staying connected with your people and consistently telling your brand’s story, you’ll create a brand that stands out in the construction industry. And that’s how you make a lasting impression.

#10: Don't Be Afraid to Say No

You’re going to quickly realize that everybody has their own thoughts, opinions, and ideas on marketing. But your goal is to focus and execute the marketing plan you already have. Here’s how you can navigate this delicate terrain:

The Deluge of Ideas

In the construction marketing world, ideas can come from all directions. Whether it’s the CEO, a manager, a safety person, or even a trades worker, everyone might have an idea about what you should be doing. And it’s great that people are engaged, but not every idea aligns with your current marketing plan.

Protect Your Plan

Your marketing plan is your roadmap to success. It’s the result of careful planning, strategy, and analysis. So, when someone presents a new idea, evaluate it against your plan. If it aligns and enhances your existing strategy, fantastic – incorporate it. But if it’s going to derail your current efforts or distract you from your goals, it’s okay to say no.

Be Respectful in Your Response

Saying no isn’t about shutting down ideas; it’s about maintaining focus and ensuring that your marketing efforts remain effective. When you have to say no, do it in a respectful and constructive way. Explain why the idea doesn’t align with your current plan and objectives, and leave room for future discussions.

Remember, it’s your responsibility to protect your marketing plan and keep it on track. While feedback and input are valuable, your plan should be your guiding light. So, don’t be afraid to assertively steer away from distractions and stay true to your well-thought-out marketing strategy. Saying no when necessary is a mark of a focused and effective construction marketer.

Wrapping It Up

We’ve covered a lot of ground today, and I hope you’ve found these tips for in-house construction marketers both insightful and valuable. Whether you’re just starting out in the industry or you’re a seasoned pro, these tips can serve as your compass for navigating the exciting and ever-evolving world of construction marketing.

As we wrap things up, remember that construction marketing isn’t just about promoting your services – it’s about building a brand, making an impact, and driving your company towards success. Each of these tips plays a crucial role in helping you achieve that mission.

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