Construction Marketing Association conducted a survey to better understand the marketing plans and priorities of the construction industry. Surprisingly, over 96% of companies plan on increasing their marketing efforts. They realize the importance of their brand, relationships with local companies, and more engagement through the social media platforms. The national survey consisted of 7 questions that were asked.
We’d like to focus on the first four questions and the results:
Construction Marketing Association 2017 Survey Results
1. In 2017, will you increase or decrease overall marketing activities and budgets?
A whopping 96.4% plan to increase marketing in 2017 – a 12% jump from last year.
Companies who want to see real growth don’t confuse marketing with advertising.
2. What traditional marketing tactics will you increase or decrease in 2017?
Interestingly, PR is the traditional marketing tactic construction professionals plan to invest in most. Email marketing and branding are still clearly important as well. On the flip side, direct mail seems to be the tactic most professionals want to use less often.
Marketing is your value proposition—advertising is just the vehicle that drives your marketing message.
3. What Internet marketing tactics will you increase or decrease in 2017?
Websites are important. 92.9% of professionals plan to increase website development and none said they plan to decrease investment. No one also plans to reduce their social media budget. Less are planning to invest in mobile (46.2% plan to increase) and PPC (30.8% plan to increase).
4. What lead generation marketing tactics will you increase or decrease in 2017?
Since the rollout of Google’s snack pack update, local SEO has gained importance. And construction professionals are taking notice. 0% plan to decrease local SEO budgets and 73.1% intend to increase this expenditure. Sales prospecting and online reviews are also really important. Telemarketing is the area many plan to decrease and few plan to increase.
So in conclusion, it’s important to invest in your marketing efforts. Improve local SEO efforts. Websites need to be fast, responsive, and secure–and use social media platforms to engage with your customers.
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