Your construction marketing plan should consist of several different elements yet be its own standalone entity that can work for you at all times whether you’re working or resting. Marketing your business should become a habit, something you do on a regular basis, not something you concentrate on once or twice a year. Advertising is generally something that only requires quarterly work; marketing is something that takes more time and effort.
Aren’t Advertising and Marketing the Same?
The short answer is no. A lot of people see advertising and marketing as the same beast when, in fact, advertising is just a piece of the marketing pie. Advertising, putting your information in front of people, is part of a much more complex process. That’s not to say that advertising is easy, it just isn’t the whole picture that I concentrate on as a construction marketing consultant.
Advertising is the process of spreading the word about your service. Some of the most effective forms of advertising include social media profiles for your business, yard signs in front of beautifully remodeled homes, mugs, shirts, and hats that boast your logo, name, and contact information. Those items bring attention to your business and make people ask questions about what you do.
Advertising requires good artwork for your logo, the right color choices for different advertising mediums, and finding the right balance for information. Let’s talk about yard signs as an example. I shared this information about yard signs for construction marketing a couple of months ago. Basically, it boils down to not overcrowding your advertising and leaving it open-ended enough to compel people to ask questions.
Marketing is the process of putting your advertising efforts to work by personalizing them. This is when you communicate with your target audience and convince them to purchase your services. Marketing requires a lot of research into specific aspects of your target audience’s life and showing them how your company is the right one for their remodeling or building needs.
You need to know quite a bit about yourself and your business in order to successfully market the services you provide. You need to perform a SWOT analysis to determine the Strengths, Weaknesses, Opportunities, and Threats that affect your construction business and act on them. You have to be able to talk with people and create content that you can share through a variety of social media platforms.
How Advertising and Marketing go Hand-in-Hand
You first need to understand the basics of the purchase process in order to fully understand how advertising and marketing differ and how they work together. There are actually six stages of understanding or emotion linked to a successful purchase whether the item is a t-shirt or a new home. Those are:
- Awareness – They become aware of your services.
- Knowledge – They do a little more research into the services you provide.
- Liking – They begin to like your workmanship and your personality.
- Preference – You become their preferred builder or remodeler.
- Conviction – They come to the conclusion that they need your services in their life.
- Purchase – They contact you to make the purchase.
Stage one is based entirely on your advertising. Someone has seen your ad and become aware of your presence in the community. Your marketing efforts come into play during stage two. This is where your potential customer begins to take a more in-depth look at the services you provide and your workmanship. They need to find quality content on your website, in your blog, and on your social media accounts.
The more they can look at pictures of your work in your gallery and see how you help people through your blogging and social media efforts, the more they will like the idea of working with you. They may go check out a few more builders, but if you’ve marketed your services better than the next guy, you become the preferred builder.
Once they’ve reached the level of conviction it takes to realize that they do indeed need to remodel their kitchen or build a new home, you can expect a phone call.
Advertising and Marketing in a Nutshell
Simply put, advertising puts your name and services in front of people, which is what leads to marketing. People can see your services and what your company has to offer through your advertising efforts. You market your services every time you discuss remodeling with someone and offer advice, or write blog posts that answer questions that you are frequently asked
I hope this has shed some light on the subtle, and not-so-subtle, differences between advertising and marketing. Construction marketing services are what I concentrate on here at DarrenSlaughter.consulting. I add to the effectiveness of your existing advertising plan by teaching you how to properly market your construction business to attract qualified buyers based on laser targeted content marketing.
It’s almost 2017… Where’s your construction marketing plan taking your business? Do you constantly struggle with digital marketing or do you have a streamlined strategy that works for you? I hope you have a plan in place that includes more than the small advertising piece of the marketing pie.
Call me at 215-740-2713 if you need my help to develop a construction marketing plan that you can really sink your teeth into from month to month. Let’s talk about your current advertising strategy and build a construction marketing plan for 2017 that will make your business even more successful next year. Hopefully, this blog post helps you with your own construction marketing plan. If you need some help, you can start by reading my take on marketing in the construction industry. -Darren