When you’re looking for the results of this year’s marketing budget for your specialized construction business, can you easily show what’s happened with that money? Can you show the money spent, the content produced, the leads brought in, and results of those sales opportunities?
So many business and marketing leaders struggle to show the value of the marketing dollars spent month over month and year over year.
A strategic marketing plan built for specialized construction with clear goals and measurable, results-oriented tactics can help you build up a lead-generating machine for your business. Inbound marketing that’s lead by a defined sales and marketing strategy is key. Here’s how it works together, starting with a measurable strategy.
Step 1: Start with a Defined Strategy.
Respondents to the 2016 B2B Buyers Survey from DemandGen said the single most influential aspect of any vendor’s website is “relevant content that speaks directly to [their] company.”
Today’s buyers are looking for specialized construction, commercial contractors, builders, and answers to questions. If their question aligns with your solution, how do you ensure that you’re the one they find - and more importantly, how do you make sure you're relevant?
The answer is to utilize content with a strategy.
Content includes anything produced by your business, including:
- your website and anything that appears on it
- marketing materials like flyers or advertisements
- trade show booths and materials
- hosted educational events like a webinar or live presentation
All of it counts.
Having a measurable sales and marketing strategy in place makes sure that you’re spending time - and money - producing the right marketing content that your buyers are really searching for to make a purchase decision.
A strategic marketing plan helps you and your team:
Identify and research your ideal buyers and their goals
Create and distribute valuable, relevant, and consistent content
Attract and retain a defined audience
Drive profitable customer action
Start by creating a strategy that clearly lays out your target audience and goals along with a defined, researched content plan to meet them. Learn more here, and check out Part 2 - Create & Distribute Relevant Content.