BUILT Marketing Strategies

Strategy & Planning

Successful construction projects start with a sketch, a rough project timeline, and a budget for materials and labor costs.

Building a marketing campaign is no different – starting with a plan leads to successful outcomes. Let the marketing
experts at Built develop a data-based strategy to grow your business.

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A lot of work goes into the planning phase of any project. You might start with a goal in mind, like growing your business. But that goal needs to be refined and measurable to make your efforts successful. How do you define business growth? Is it increased revenue, more projects, a broader range of clients or projects in different markets? You want to start with a clearly defined goal.

Building A marketing Strategy

A successful marketing strategy is tailored to your business. To build such a strategy requires detailed information about your company, your services, the
value you provide to customers and your company values. The four pillars of a
good marketing strategy include: price, product, place and promotion.

Gather Information

Decisions are made at the planning stage that will affect the outcome of the project. This is the time to research costs, investigate options and check out your competition. Review the industry standards and trends for the type of project you are about to undertake.
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Know Your Customer

Identify your target audience and gather information about them. Be specific. Who is your ideal customer? You may be willing to sell your services to anyone who will buy, but that is not a good marketing strategy. When you get personal with your target audience, it is easier to craft messages that resonate with them. Specific messages to targeted individuals will increase your marketing ROI overall.

Segment Your Plan

Just like with any building project, strategy and planning are essential foundations to all marketing efforts. If you consider your company’s marketing a series of interrelated projects, similar to building a development or a campus, you will understand the scope of the underlying plan.
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Build a Project Timeline

Marketing projects are similar to building projects – project profitability depends on how you manage the timeline. You can’t break ground on a new project until you know the overall project timeline, and the timeline needs to be realistic for the resources you have available.
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Secure Funding

You can’t kick-off a building project until you have the financial backing you need to execute the plan. Strategy and planning are essential parts of building any project. They are especially important in your marketing efforts that are such an integral part of your business growth.

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How To Segment Your Plan

Marketing your business is a broad area. You don’t want to miss any useful
advertising channels or any earned media opportunities. Divide your marketing

1

Owned

The marketing channels that you own include your website, social media accounts and any physical assets like vehicles or your office building.

2

Earned

Rather than paying for ad space, you can “earn” space in the media by putting out a message that editors find valuable for their readers or viewers. This is what happens when you issue a press release about a completed project and the trade magazines run a story about it.

3

Shared

The content that others create about your company is considered shared media. These are when you clients or other organizations mention you in their posts.

4

Paid

Advertising is predominantly paid media. It may be in print, online, on social media platforms or search engines. Paid media includes traditional radio and TV ads as well as streaming, OTT, out of home…any space, physical or digital, where you pay to run your advertising. m.

Tackling each segment of your plan separately will ensure you bring the full value of your marketing assets to your overall strategy.