3 CONSTRUCTION MARKETING MISTAKES YOU SHOULD AVOID!

Home builder and construction marketing is as complicated and layered in the virtual world as building projects are in the real world. There is layer upon layer of due diligence that must be performed before, during and after online and social media content is created and posted. Best practices must be adhered to  in order to benefit from continual returns on your initial investment, and your company's reputation and brand are largely dependent on the finished product.

Similarly, any mistakes you make in your marketing efforts can have negative ramifications for quite some time. Just as with a mistake during a construction build-out, there are certain marketing snafus that can lead to additional costs, negative brand exposure and a decrease in business. Who wants that?

DO YOUR COMPANY A FAVOR: AVOID THESE 3 COMMON CONSTRUCTION MARKETING MISTAKES
While none of these mistakes are intentional, all are very common in small to medium sized construction  companies that simply "don't have the time." This is understandable, most business owners are run ragged trying to keep up on day-to-day operations, so construction marketing typically falls to the bottom of the To-Do-Lists. Unfortunately, in this hyper-connected and mobile world, online marketing is essential to growing your business and keeping it sustainable from year to year.

If you don't have the time to address the following construction marketing mistakes, we highly recommend you invest in a reputable digital marketing firm, preferably one who is experienced in construction marketing. Now, onto the mistakes you want to avoid (or correct) to keep your business - - in business.

1) HAVING AN UNREALISTIC BUDGET
Effective marketing is expensive, unless you have a well-rounded online marketing guru on staff. Do you think advertisers spend upwards of $4.5 million dollars for a 30-second Super Bowl halftime commercial because they feel like it? Heck, no. Marketing is typically one of the largest business expenses companies pay out. Successful small companies spend somewhere between $500 and $2,500 or more per month on digital marketing alone, companies with 50 or more employees spend closer to $5000+ for the same services. However, that expense often pays for itself and then some if you gain just one or two clients as a result. Of course, a killer marketing strategy will net much more than that.

2) NOT KNOWING WHO YOUR TARGET MARKET IS
This is a simple way to cover a rather broad range of marketing subjects that include things like buyer personas and specific pain points. The reality is that while you think you are building homes or commercial for "people who want them," the odds are that the majority of your clients - former, current and future - fall into specific categories. If you haven't taken the time to figure out your customer demographics, there's a good chance you are marketing to the wrong people, or not enough of the right people. When this happens, people bounce from your website and/or blog and find websites or blogs that have content better tailored to their needs.

A good way to test whether or not this is a mistake you're making is to examine a few metrics.
What Are Your Bounce Rates? Examine how many people land on your site and then bounce off without clicking through to other pages. Optimal rates are below 50%. Anything higher than that indicates a disconnect between the terms/phrases people use to find you and the content they find on your site.
What Percentage of Your Site Visits Convert to Leads? And what percentage of those leads convert to sales? Again, if the results aren't as high as you would have hoped for, your marketing team may need to start over and create detailed buyer personas so they can craft content that meets those buyers' needs.
Does Your Content Consistent, Using Language Target Audiences Understand? Comb through your online content objectively mindset, asking yourself if the content is consistent in its tone, if it promotes your brand identity and if non-industry folks (aka: customers and potential customers) can easily understand what's there. This simple study may send your writers back to the drawing board.
3) NOT PAYING ATTENTION TO THE NUMBERS
Remember we said that due diligence is required before, during and after you post content? Examples of this include keeping track of your metrics and using A/B Testing to see what works and what doesn't with your clients. Metrics the cold, hard numbers that tell you everything you need to know about your website and social media performance. A/B testing gives you insight into what subjects, titles, graphics, etc. work best to generate engagement, action and leads.


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