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Effective Marketing Tactics For The UK Construction Industry

Updated: Jul 11, 2023


Construction sales cycle and turnover depicted through a computer game

In the ever-evolving landscape of the UK construction technology industry, with the many issues it currently faces (Brexit, skills shortages, product and material shortages and the ongoing sustainability conversation) effective, targeted marketing tactics are crucial for businesses to stand out and thrive within the UK construction industry.


This blog post will delve into five key effective marketing tactics that can help elevate your construction marketing efforts and help reduce those long sales cycles, especially within the construction technology sector that includes such services as automation, data, software, hardware and robotics.


From identifying your target market to leveraging both traditional and digital marketing channels, we'll provide insights on how best to approach these essential aspects of a successful marketing strategy. Furthermore, we'll discuss the importance of nurturing long-term relationships with clients in the construction sector and measuring results to ensure continuous improvement and to reach your marketing goals.


By implementing these tried-and-tested construction marketing tactics, you can create a robust foundation for growth within the competitive UK construction industry.


Table of Contents:







 

Your Marketing Will Improve Warning Sign

1. Identifying Your Target Market

To successfully market your technology services and products in the UK construction industry, it is crucial to first identify your target market. Understanding who they are and what the problems they have and how your solutions help to alleviate these problems are critical in constructing a marketing plan that connects with them on an individual level.


Define Your Target Audience

Start by creating a customer profile, which outlines the characteristics of companies or individuals most likely to benefit from your solutions. Consider factors such as:

  • Company size.

  • Industry sector.

  • Geographical location.

  • Budget constraints.

  • Pain points and challenges they face within the construction industry.

You don't have to go too mad here, just need enough so that the answer to who you are targeting isn't simply 'anyone' but not so much as you're listing their favourite chocolate bars. A more structured approach would be to use a Meaningful-Actionable Grid.



Meaningful Actionable Grid

Conduct Market Research

Gather data on potential customers through various sources like surveys, interviews, focus groups, and competitor analysis to better understand their preferences and requirements when it comes to technology solutions in construction. You only need as much as you need to analyse correctly and make quantifiable decisions. For example, this could mean one or two businesses that focus on large-scale projects or 10 or 20 smaller building product businesses.


Tailor Marketing Tactics Accordingly

Once you have identified your target audience, tailor each aspect of your marketing campaign - from content creation to channel selection - accordingly. For example:


If targeting small-to-medium-sized businesses (SMBs) looking for affordable construction technology solutions,- Focus on creating content that showcases the cost-saving benefits of your products and services and how they help solve the problems these businesses have.- Leverage channels like LinkedIn, where SMB decision-makers are more likely to be active.

By understanding your target audience's problems, needs and preferences, you can utilise the following construction marketing tactics to effectively shorten the sales cycle. By establishing yourself as a thought leader and provider of technology solutions for the construction industry that helps resolve problems and service needs, you can differentiate from competitors through your own brand identity. By utilising both online and offline channels, businesses in the UK construction industry will be able to maximize the impact of their marketing tactics.


#BehindTheBricks: To market technology services and other support services in the UK construction industry, it is important to identify your target audience, conduct bespoke market research, and tailor marketing tactics accordingly. By understanding customer needs, problems and preferences, businesses can create effective marketing campaigns that showcase how these help to reduce what can become a frustratingly long sales cycle.
 

2. Not Forgetting Offline / Traditional Construction Marketing Channels

It's easy to disregard the potency and usefulness of offline or traditional marketing methods in this digital age. However, when integrated with your online efforts, these channels can significantly boost your reach and help reduce the length of B2B sales cycles in the UK construction technology industry.


Traditional and Digital Marketing Channels

Trade Shows and Exhibitions

Trade shows and exhibitions are excellent opportunities for businesses to showcase their innovative products and services while networking with the rest of the industry. By participating in relevant events within your niche, you increase brand visibility among key decision-makers who could become future customers. Your activity will depend on your budget ranging anywhere from free (almost) to large bespoke stands costing thousands.

Here are a few events that are worth attending:


Print Advertising

While many companies have shifted their focus towards digital marketing activities, print media still holds a strong position in reaching specific audiences effectively. Placing content in industry-specific magazines or journals can help you directly communicate with those interested in your construction technology solutions. Most construction industry sectors will have their own bespoke titles such as Offiste Magazine, as well as those that cover the entire industry like Construction News, offering both print and digital opportunities and both can help to establish authority on specific topics as well as play a part in your brand building.


Tip 1: Make sure that you include a clear call-to-action (CTA) directing readers to visit your website or contact you for more information. QR codes and other integrated tools can help make this transition back to the digital marketing world more streamlined.


How QR Codes Work

Tip 2: Always try and think about what fits your target market and not just what is a fit for your company. Communicating through publications that target building product businesses could be more beneficial to you than the more technologically focussed magazines.


Direct Mail Campaigns

Sending targeted direct mail campaigns is another way to engage prospects offline while complementing your online marketing initiatives simultaneously.


Creating personalised content tailored specifically for each recipient based on their problems, needs and preferences - will not only garner attention but also encourage further engagement through other communication channels such as email and more one-to-one interactions.


Incorporating offline marketing channels into your overall strategy is essential in reaching a wider audience and shortening B2B sales cycles. By leveraging these traditional methods alongside your digital marketing strategy, you'll create an integrated approach that maximises impact while ensuring consistent messaging across all touchpoints with potential clients in the UK construction industry.


It is important to not forget about traditional construction marketing channels when developing a comprehensive marketing strategy. Online media, like social networking and SEO, offer new avenues for connecting with possible clients and combining these with more traditional methods and improve the effectiveness of your overall marketing activity.


#BehindTheBricks: Don't forget about the traditional marketing channels that exist within the UK construction industry. Trade shows, print advertising and direct mail can significantly boost brand visibility among key decision-makers and shorten sales cycles when integrated with online efforts.
 

3. Utilising Digital Platforms

In the UK construction industry, leveraging digital platforms is crucial for reaching a wider audience and streamlining your marketing efforts. By taking advantage of multiple digital channels, such as email, SEO and social media channels like LinkedIn, Twitter or YouTube, you can really start nurturing prospects in a hyper-targeted way.


Social Media Marketing

Social media platforms like LinkedIn, Twitter, and YouTube offer excellent opportunities to connect with stakeholders. Sharing informative content about your offerings on these platforms helps create brand awareness while also allowing you to engage directly with potential customers.


It's massively important to note that it's easy to get carried away here and start to deliver the same-old, uninteresting content that blends in with the rest of the content that blights social channels, especially within construction. Make sure you have a robust content marketing strategy that includes social media and work with someone that knows and understands the channels you want to create content for.


Email Marketing Campaigns

Email remains one of the most effective ways to reach decision-makers within organisations looking for innovative solutions in construction technology. Crafting personalised emails will help shorten sales cycles by providing them with useful information direct. This is an excellent tactic where the clients already know who you are and what you do - sending cold, unsolicited emails is not cool so only attempt this if your clients are happy to receive further communications from you and there is a simple way to unsubscribe:

  • Segment your mailing list based on specific criteria such as job title or location.

  • Create engaging subject lines that capture attention and encourage recipients to open emails.

  • Ensure the messaging is personalised and targeted.

  • Include clear calls-to-action (CTAs) directing readers towards further resources or ways to enter into more detailed discussions.


Search Engine Optimisation (SEO)

Optimising your website for search engines is crucial to increase visibility and attract potential clients searching for your services above your competitors. Implementing SEO best practices will help improve your site's ranking on search engine results pages (SERPs), making it easier for prospects to find you. Google takes most of the plaudits here, but don't forget about the likes of Bing and DuckDuckGo as even a small percentage of traffic can equate to a large number.


This all sounds very complex, but you can do some simple things to improve your SEO:

  • Make this part of your content marketing strategy.

  • Conduct keyword research to identify relevant terms that users are likely to search for when looking for products or services like yours.

  • Create high-quality, informative content centred around these keywords, ensuring a seamless user experience on your website (a bit like this article ;)).

  • Earn backlinks from reputable sources within the industry by producing shareable content.

  • Repurpose this content within other areas of your content marketing plan for efficiency and scalability.

By integrating social media marketing, email campaigns, and SEO within your general digital marketing strategy and subsequently your overall approach, you'll be well-equipped to reach more potential clients while building lasting relationships with them throughout their decision-making process.


By fostering connections and nurturing prospects over the long term, companies can gain customers' trust and loyalty while also broadening their reach to fresh audiences.


#BehindTheBricks: Utilising digital platforms such as social media, email marketing, and SEO is crucial. Creating a professional LinkedIn page, joining relevant social groups, crafting personalised emails with clear CTAs and optimising your website for search engines are key tactics to reach potential clients and achieve marketing goals.
 

4. Establishing Long-Term Relationships

By building strong connections with your customers through personalised content and ongoing engagement (as previously discussed), you can foster trust and rapport that will lead to repeat business and referrals.


Create Personalised Content

Maintaining ongoing relationships is vital for nurturing long-lasting relationships with customers. Here are some strategies you can implement:

  • Email marketing: Send regular bespoke updates to your clients, keeping them informed about new products, services, or industry news relevant to them. Make sure you're not overwhelming them with too many emails and always provide value in each communication.

  • Social media: Engage with customers on social platforms like LinkedIn or Twitter by sharing relevant content, commenting on their posts, and responding to any questions they may have. This doesn't have to take up too much of your time and will help establish you and your company as thought leaders to boot!

  • Events & webinars: Host events such as workshops or webinars that address common challenges faced by businesses in the sector. This provides an opportunity for direct interaction between your team and current/potential clients while showcasing your expertise.

  • Developing case studies: Collaborating on content that highlights the successes your clients have had with your products or services in the form of case studies (in copy, audio or video) can help build stronger connections as well as dual-promote both brands.

Communication is Key

Incorporating these tactics into your marketing strategy will help build strong relationships with customers over time - ultimately reducing sales cycle lengths through stronger more open communications.


Forming enduring ties with patrons is a must for any enterprise in the construction sector, as it aids in fostering some loyalty. To ensure that your efforts are effective, it's crucial to assess the outcomes and modify tactics and communications accordingly.


#BehindTheBricks: Establishing long-term relationships is crucial in the B2B UK construction industry, helping to build trust and rapport. Email marketing, social media engagement, events/webinars and case studies are all effective strategies for maintaining ongoing engagements and bonding further with clients on all levels.
 

5. Measuring Results

The implementation of the right marketing tactics can successfully reduce the length of the B2B sales cycle in the construction industry, but simply stating this does not guarantee results. It's crucial to measure the results and make data-driven decisions in real time. By tracking key performance indicators (KPIs) and analysing complete and campaign data and individual channel statistics, it's easy to identify areas for improvement and optimise your strategy accordingly.


Measuring Success

Setting KPIs

Begin by establishing clear marketing KPIs that align with your business goals. Some common KPIs for B2B marketing campaigns include:

  • Lead generation: number of new leads acquired through various channels.

  • Conversion rate: percentage of leads who become customers.

  • Average deal size: average revenue generated per closed sale.

  • Customer lifetime value (CLV): total revenue expected from a customer over their entire relationship with your company.

  • Sales cycle length: time taken from initial contact to closing a deal.

Gathering Data Through Analytics Tools

In order to track these metrics effectively, use analytics tools such as Google Analytics or HubSpot to gather insights on website traffic, user behaviour, lead sources, conversion rates and more. Additionally, CRM platforms like Salesforce can help you monitor sales activities, and sales cycle length and manage customer relationships efficiently.


Analyzing Campaign Performance

Evaluate each marketing tactic based on its contribution towards achieving set KPIs. For instance, analyze web traffic patterns using Google Analytics,- Assess email marketing performance using HubSpot,- Monitor social media engagement and conversions through Social Media Examiner, Loomly or software bespoke to a platform such as SHIELD Analytics for LinkedIn.


Making Data-Driven Decisions

Once the data has been gathered and studied, use these insights to make judicious choices regarding your marketing plans. Identify which tactics are driving results and helping reduce the sales cycle and focus on optimising them further, while reevaluating or discontinuing underperforming campaigns. Continuously test new approaches to stay ahead of the competition in the rapidly evolving UK construction technology space.


#BehindTheBricks: To reduce the B2B sales cycle in UK construction, it's essential to measure marketing tactics and make data-driven decisions. Establish clear KPIs aligned with business goals, gather insights using analytics tools like Google Analytics or HubSpot, and evaluate each tactic based on its contribution towards achieving set KPIs. Use these insights to optimise successful campaigns while discontinuing underperforming ones and continuously testing new approaches to stay ahead of the competition in this rapidly evolving industry.
 

Conclusion

Implementing successful marketing tactics within the UK construction industry can be challenging, but by identifying your target audience, utilising both traditional and digital marketing channels, establishing long-term relationships, and measuring results, you can create a successful marketing plan that will help reduce the long-tail of sales cycles. It's important to remember that not all tactics work for every company or project, so it's essential to experiment with different tactics until you find what works best for your brand. Or let us do the work for you :)


If you're looking to improve your construction marketing capabilities, reduce your sales cycle and improve your creative output we can craft a tailored marketing strategy and build upon your current tactical execution and maximise the impact of your marketing. Let's chat!


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