A 9 Step Marketing Plan For Built Environment Professionals

A Marketing Plan For Construction Firms

Marketing means a lot more than getting people to find you online. It’s about turning prospects into customers who will stick with your company for years to come and refer you to others. This type of client commitment takes automated marketing tools and a strategy.

An effective marketing strategy should consider multiple traditional and online marketing channels. Increasing reach will keep your firm top-of-mind and help people find your construction, interior design or architecture firm when they are ready to begin a project. Most of today's automated marketing software programs have analytics systems for keeping track of who is coming to your Facebook page, blog or website and provide low effort ways to turn leads into a customer.

Search engine optimization (SEO):

There are specialized SEO experts that spend their days studying trends and finding the right keywords to embed in client blogs. Fortunately, there is also software that will do that work for you. Means-of-Production uses Hubspot inbound marketing software’s built-in search engine optimization tool to make it easy to find promising keywords and to see which ones are bringing people to your business’s website.

Blogging:

A business blog is a great place to show that your architecture firm is on the cutting edge of design or that your construction company uses top-quality materials. But it’s also a place to highlight your company’s culture using pictures from inside the office to promoting your insights on sustainability, LEED and the USGBC.

Blogging software that includes analytics can show you how many people are reading it, which keywords helped bring them there and SEO recommendations to keep them coming back. Most important, it helps you save time on future entries by showing you what topics bring in leads and which ones don’t.

Social media promotions:

Social media is a great way to stay engaged with customers for months after they’ve contacted you. It’s also a good way to reach new customers through social media’s web of likes, pins, and retweets. Social media publishing software – also a feature of Hubspot’s all-in-one marketing software -- sends the picture of your latest project out to Twitter, Facebook, and Pinterest in one click and tracks the leads generated by the post. 

Calls to Action:

Create an offer that attract different kinds of customers visiting your site. By offering these promotions on your website, it enables you to control your messaging and sales process, as well as target specific customer bases.

Website landing pages:

Landing pages are your best means of capturing inbound leads. By analyzing the activity connected to the landing page link, you can also determine its success.

Lead management:

Keeping track of potential customers has become a complicated process in the digital age. Email, Facebook likes website views – until recently it has been difficult to keep track of all interactions within one centralized database. Our scalable marketing database lets you maintain and work with your lead data in an efficient, targeted way.

Email marketing:

Everyone hates inbox spam. Even more the reason to send emails that are relevant and speak to your leads directly about the things they want to know. By connecting an email platform directly to your marketing database, you can create content that is highly personalized. The result are emails that are more likely to be opened and acted upon.

Marketing automation:

It’s important to follow up with leads and customers while you are still fresh in their minds. Email automation makes it easier to send out email blasts, but using software that helps you send follow-up emails and create targeted lists makes staying in touch with possible customers simple.

Marketing analytics:

Marketing analytics tools make it easy to calculate the return on investment of everything you do in your marketing universe. Every channel and every touch point with your prospects are boiled down to the most important details, and it all happens automatically.

Marketing analytics also helps you look at the behaviors of real people. Get to know them through using the data and you will be able to understand the people behind the numbers.

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About Michael Conway

I'm the owner and strategist at Means-of-Production. My firm builds Squarespace websites, Houzz profiles, and content marketing and advertising solutions for architects, interior designers, design-build contractors and landscape design firms. Our all-in-one marketing tactics attract the right clients with exceptional architectural photography and brand messaging that sets you apart from the competition.