Choosing a Construction Marketing Agency
The 9 Factors You Should Consider When Choosing a Construction Marketing Agency
Deep down you know it’s something you should be doing. That as a construction business owner it’s important to keep up with market trends and consumer habits.
But there’s a problem.
Your plate is already full. Your to-do list keeps growing longer courtesy of other business activities. And marketing, it’s something that’s always at the bottom of the pile. You promise yourself you will work on it when you find time. But it never happens.
What do you do?
Find a construction marketing agency. The company can take up some of the marketing related tasks such as social media or designing a user-friendly website so that you can focus on what you’re good at — construction.
And let’s be honest. With so many options out there, it’s easy to get overwhelmed when choosing an agency.
The good news, we will show you how.
Let’s dive into the factors you should consider when choosing a construction marketing agency.
1. What are your goals?
Before looking for an agency, it’s important to determine your needs. For starters, you can retrieve your business plan and assess your marketing objectives.
If you have a team, you can evaluate what needs to be done to achieve these targets. Next, you can draft an action plan and the strategies to be used to accomplish the goals.
By understanding your requirements, it becomes easier to know what to expect from an agency. Also, it helps you narrow down the number of candidates.
And if you still don’t know what to do with your marketing, that’s okay. An agency can help with that too.
2. What's your budget?
Once you specify your needs, choose a plan that works best for you. No, don’t commit to the first company that shows interest. Instead, shop around and settle for the agency that meets your requirements and is within your budget.
You see, marketing is an investment and construction companies have varying budgets. An agency should therefore have scalable services and be able to give quotes based on your business needs.
Equally important, the agency should have a transparent pricing structure. Do you have to commit to a one year project? Are payments on a month-by-month basis or quarterly?
Let’s not forget: The cheapest option is not always the best. It’s possible for a firm to charge the lowest, but still not have the relevant skills and experience to help solve your marketing problems.
3. Experience matters
Yes, there are agencies that are generalists. But don’t you think it’s better to work with a firm that has construction marketing experience?
First, you can look at a firm’s past projects. This gives you an idea on the kind of experience an agency has and if it aligns with your objectives.
Next, book a consultation to assess an agency’s experience. In this session, you ask questions and get to know the approach the agency will use. In other words, use this opportunity like you would in an interview with a prospective employee.
And one more thing:
While many agencies have tried-and-tested approaches, the best companies are those willing to experiment until they find that which works best for your construction business.
4. Services offered
For the majority of construction companies, the aim of marketing is growth and the bottom line. As a result, different agencies will approach these goals differently.
One enterprise may take the content marketing route to grow your online presence. Another group may recommend a branding overhaul. It’s therefore important to know what are your goals to be able to find the agency that best serves your needs.
In a nutshell, marketing is a broad field. You need to find out an agency’s specializations be it social media, advertising, branding or more. The goal is to ensure that a company can provide the services you require.
5. What's the word out there?
No doubt customers’ feedback is the best way to determine an agency’s credibility. You can check it’s website or even social media sites for reviews.
And if you feel like that’s not enough, you can personally contact an agency’s former client. You will get honest feedback and there’s nothing more reassuring than hearing from a customer.
Are there clear lines of communication?
You want an agency that’s constantly in touch with it’s clients. It’s therefore vital to know a company’s policy for communicating with customers. For instance, you need to find out if you will be in contact with the employee in charge of your contract.
7. Size doesn’t always count
It’s easy to think that a big and popular construction marketing agency is the best for your business. But that’s not always the right choice.
The best option is the firm that offers a personalized package. You want an agency that prioritizes the needs of all its clients no matter the size.
It’s challenging working with an agency that conflicts what you stand for. You want to ensure that you’re working with a company that has similar brand values to yours.
Additionally, be wary of agencies that want to lock you in with a contract. Instead, test waters with a firm for a few months to see if there’s a connection and if you’re comfortable working together. It saves you numerous troubles down the road.
Lastly, location is important for companies that want a close relationship. Yes, things can be handled via email or phone, but at some point you’re going to have a face-to-face meeting.
In that case, you need to consider the journey involved. That doesn’t mean a distant agency isn’t workable. It will just be more complicated than an enterprise that’s for instance 45 minutes down the road.
Similarly, you need someone who intimately understands your target audience. For example, if you’re a construction business in London or targeting the London market, it’s easier to work with an agency near you, or preferably in London.
And as you can see above, choosing a construction marketing agency doesn’t have to keep you awake at night. So...
Are You Ready to Level Up Your Marketing?
To sum up, unless your specialty is marketing, for the rest it’s an area that’s outside their wheelhouse. And yes, it’s a skill you can learn over time. But what about the potential sales you will be missing on as you level up your marketing skills.
Also, sometimes your team doesn’t have the time or specific knowledge to handle certain marketing tasks. In that case, you can hire an agency to ease your workload and complement your efforts with expert support.
And the best part?
Now that you know what to look for in a construction marketing agency. It’s time to begin your search. Take your time when assessing each option because finding the perfect fit is dependent on the amount of research you’re willing to put in.
And if something doesn’t feel right, trust your gut and keep looking. It will be a worthy investment.
So what’s stopping you?