When it comes to marketing your general contracting business, there are a lot of different strategies you can use. But before you can implement any of them, you need to have a plan. This article will teach you how to write a general contractor marketing plan, as well as some of the best marketing strategies for your business.
Key Components of a General Contractor Marketing Plan
A great marketing plan has eleven sections as follows:
- Executive Summary
- Target Market Segments
- Unique Selling Proposition (USP)
- Pricing and Positioning Strategy
- Distribution Strategy
- Offers
- Marketing Materials
- Promotions Strategy
- Digital Marketing Plan
- Conversion, Referral, and Retention Strategy
- Financial Projections
We provide more detail for each of these key components below.
Executive Summary
The executive summary is a brief overview of your entire marketing plan. It should include your overview information from each of the other sections, such as your target market, unique selling proposition, key promotions strategies, and financial projections.
Target Market Segments
When marketing a general contractor company, it is important to identify your target market segments. Who are your most likely customers? Consider factors such as age, gender, income, location, and lifestyle when determining your target market segments.
For example, a general contractor business’ customers may include:
- Homeowners
- Business owners
- Real estate developers
Break down each of these segments by considering their needs, wants, and pain points. For example, the needs of a general contractor business’ customers may include:
- Homeowners wanting to renovate their home, needing someone they can trust to do quality work
- Business owners wanting to remodel their office space, needing someone who can work around their business hours
- Real estate developers wanting someone who can handle all aspects of a renovation project, from start to finish
By understanding your target market segments, you will be better equipped to create marketing messages that resonate with them.
Unique Selling Proposition
Your unique selling proposition (USP) sets your general contractor company apart from other general contractor businesses. What do you offer that nobody else does?
For example, a general contractor business’ USP may be:
- We are a one-stop shop for all your renovation needs
- We have a team of experienced professionals who can handle any project
- We offer competitive rates without compromising on quality
People do business with companies they know, like, and trust. Your USP is what will make potential customers want to do business with you.
No matter your USP, make sure it is evident. Your clients should be able to see immediately what makes you different from the other business in their area.
Pricing and Positioning Strategy
Your pricing and positioning strategy will be determined by your target market segments and your unique selling proposition.
For example, if your target market is middle-income earners and your USP is competitive rates without compromising on quality, then your pricing strategy would be to offer affordable rates.
On the other hand, if your target market is high-end clients and your USP is luxurious finishes, then your pricing strategy would be to charge premium rates.
Your positioning strategy should be determined by your target market segments as well. Consider where your target market segments are likely to look for a general contractor.
No matter what your positioning strategy is, make sure your pricing strategy is competitive. Consider conducting a market analysis to see what other general contractor businesses with which you compete are charging for similar offerings.
Distribution Strategy
Your distribution strategy will be determined by your target market segments and your positioning strategy.
For example, if your target market segments are most likely to search online, then you will want to make sure your website is visible in search engine results. This means using the right keywords, having quality content, and making sure your website is mobile-friendly.
Your distribution strategy documents how customers will buy from you. For example, will they buy directly from you in-person? Will they buy online? Will they purchase from your partners, distributors, etc.
Offers
Providing offers through your business is a great way to entice customers to make a purchase. When creating offers, consider what your target market segments would be most interested in.
For example, a general contractor business could offer:
- A free consultation to potential clients
- A discount for customers who refer a friend
- A loyalty program for returning customers
By providing offers that appeal to your target market segments, you will increase the likelihood of making a sale.
Marketing Materials
Your marketing materials should be based on your unique selling proposition and target market segments. They should be designed to grab attention and generate interest in your business.
Some of the marketing materials you might want to create include product brochures, flyers, and website banners. You will also want to ensure your branding is strong and consistent across all your marketing materials.
Promotions Strategy
Your promotions strategy includes the methods you will use to attract new customers. It should be designed to generate excitement and encourage customers to try your business.
General contractor businesses should consider the following promotional strategies:
- Hosting a grand opening event
- Offering discounts and coupons
- Participating in local trade shows and events
- Running social media and search engine ads
- Developing a strong online presence
Promoting your business will increase your brand’s awareness and generate interest in your products or services.
Digital Marketing Plan
In today’s digital age, it’s essential to have a solid digital marketing plan. This will help you reach a wider audience and drive more traffic to your business.
Some of the digital marketing tactics you might want to use include search engine optimization (SEO), pay-per-click advertising, social media marketing, and email marketing. You will also want to ensure your website is mobile-friendly and easy to navigate.
Another marketing strategy you might want to consider is content marketing. This involves creating and sharing helpful, relevant, and engaging content that will attract your target market segments.
By using digital marketing tactics, you will be able to reach a larger audience and promote your business more effectively.
Conversion, Referral, and Retention Strategy
Your conversion, referral, and retention strategy should be designed to keep customers returning. Consider offering loyalty rewards, discounts for referrals, and other incentives to encourage customers to continue using your business.
You will also want to make sure your customer service is top-notch. Respond quickly to any complaints or concerns, and always go above and beyond to exceed customer expectations.
Financial Projections
Last but not least, you will need to create financial projections for your business. This will help you track your progress and ensure you are on track to meet your goals.
The key information to include in these financial projections are your monthly marketing expenditures and expected sales. Be sure to update your forecasts regularly to reflect any changes in your business.
Summary
Creating a well-thought-out marketing plan is essential for any business. By using the tips we’ve provided, you can create a plan that will help you reach your target market segments and drive more sales. Be sure to update your plan regularly as your business evolves.
Just remember to be creative, think outside the box, and always put your customers first. With a little hard work and dedication, you will be well on your way to success!