How can you make sure your construction company’s marketing doesn’t break the bank? It’s a question many contractors face. You may already know that construction marketing is essential, but it can be tough to figure out the best way to do it without overspending. That’s where monthly hour allocations come in.
Marketing for a construction company doesn’t have to be complicated. It’s about finding what works for your business and sticking to it. Monthly hour allocations are a simple way to plan your marketing efforts, keep track of your spending, and make sure you’re getting the most bang for your buck.
Whether you’re looking for marketing strategies for your construction company’s website or trying to figure out the best marketing plan for your construction business, this guide is for you. We’ll break down monthly hour allocations, why they might be a good fit for your company, and how you can start using them.
No fancy talk, no confusing jargon—just straightforward information to help you understand how to market your construction business effectively and stay on budget.
Key takeaways
- Importance of digital marketing: Digital marketing is essential for construction companies to reach a broader audience, showcase their work, and stay competitive; it’s not just about having a website but building a robust online presence that resonates with potential clients.
- Monthly hour allocation system: This approach provides construction companies with a practical solution to manage digital marketing efforts, control costs, and focus on planning and delivering effective strategies.
- Integration of key digital channels: Digital marketing channels such as SEO, Content Marketing, Social Media Marketing, Lead Generation, and Google/Social Advertising play a unique role in building and maintaining a successful online presence, especially when combined.
- Flexibility and adaptability: The monthly hour allocation approach can be quickly adapted to market or business changes, keeping marketing efforts aligned with current objectives.
- Tracking and continuous improvement: Implementing KPIs, analyzing data, and communicating results are essential for measuring success. Regular monitoring and adjustments can keep your marketing strategies effective and aligned with business goals.
The significance of digital marketing for construction companies
Ever wondered why digital marketing is becoming a big deal for construction companies? It’s like having a billboard on the busiest street in town, but it’s online and reaches even more people. In fact, according to a recent study, nearly 60% of small businesses, including construction companies, use digital marketing, making your online presence crucial for reaching potential clients.
To be successful online, you need more than just a website; you also need a social media presence to be visible, accessible, and credible online. These elements of your digital footprint are just as crucial for construction companies as laying a solid foundation for a building.
Here are four significant ways digital marketing can be vital for your construction business.
Reach more customers
With digital marketing, you can show your construction projects to people all over the city, state, or even the country. It’s a way to get your name out there and find new customers.
Stay competitive
Other construction companies are online, and you should be, too. Having a solid online presence helps you stay competitive in the market.
Show off your construction company’s work
People search online for everything, including construction services. A strong online presence means more people can find you, learn about your services, and contact you. You can showcase your completed projects, share testimonials, and demonstrate your expertise through your website, social media pages, and online profiles.
Build trust with your potential clients
It builds trust when potential clients can see your work, read reviews, and find clear information about your construction company online. They feel more comfortable reaching out to you. Plus, if your competitors are online and you’re not, you’re missing out on potential clients. The way people find and choose construction services is changing, and having a well-rounded online presence helps you adapt to these changes and stay relevant.
But how do you make digital marketing work for your construction company without spending a fortune? That’s where monthly hour allocations come in.
Challenges of managing digital marketing with budget constraints
Digital marketing is essential in today’s world, but managing it within budget constraints can feel like a tightrope walk for many construction companies. The rising costs of online ads and maintaining a professional website can quickly spiral out of control if not carefully managed.
If you’re a contractor, your building expertise is likely more extensive than marketing. Understanding the ins and outs of digital marketing can be overwhelming, leading to costly mistakes. Managing a construction company is a full-time job, and finding the time to handle digital marketing can take time and effort. Hiring experts can be expensive, and the constantly evolving digital marketing landscape adds complexity and potential costs.
These challenges can make digital marketing feel out of reach for many construction companies, especially those working with construction clients on tight budgets. But ignoring digital marketing isn’t an option for larger-scale construction companies either.
Your competitors are online, and you must be there to stay competitive, too. So, what’s the solution?
For many construction companies, monthly hour allocations are becoming a go-to strategy. By planning and budgeting your digital marketing efforts, you can take control of the costs, focus on what works, and avoid unnecessary expenses. It’s a practical approach that recognizes the unique challenges of managing digital marketing within budget constraints for construction companies.
With careful planning and a clear understanding of your goals, you can make digital marketing a powerful tool for your construction business without breaking the bank.
Overview of the monthly hour allocation system
The monthly hour allocation system is a practical approach to managing marketing, especially digital marketing, for construction companies. It’s all about planning and control, and here’s how it works:
Setting a budget
You decide how many hours you want to spend on marketing activities like social media, advertising, content creation, and more. This hourly allocation becomes your monthly budget for your marketing program.
Planning activities
Based on your budget, you plan what you’ll do each month. For example, you might budget 10 hours on social media, 5 hours on content creation, etc.
Tracking progress
Just like you track progress on a construction site, you can keep tabs on the hours spent on your marketing campaign. This helps you see if you’re staying on budget and what’s working.
Adjusting as needed
If something changes, you can shift hours around. For instance, you may need to spend more time on video content and less on advertising. You can make those changes without messing up your whole plan.
The monthly hour allocation system is like having a blueprint for your construction marketing strategy. It’s a practical, down-to-earth approach that makes sense for construction companies. Whether you’re new to marketing or looking to get more from your marketing budget, monthly hour allocations offer a way to manage your efforts effectively and stay on budget.
Key digital marketing channels for construction businesses
Building an online presence in the construction industry requires using the right tools and materials, but building and maintaining a successful online presence doesn’t have to break the bank.
Just like you wouldn’t skimp on the foundation of a building, you shouldn’t skimp on your online presence. A solid online presence isn’t a luxury for construction companies; it’s a necessity that supports everything else you do. You can efficiently and effectively reach clients, show your value, and grow your business through your online presence.
With the right approach, you can make it work for you, just like everything else in the construction industry.
Like in a construction project, you must know what works best for your needs. Let’s look at the four key digital marketing channels that can help your construction business grow online.
SEO (Search Engine Optimization)
Think of SEO as the foundation of your online presence. It’s about making sure people can find your construction company when they search online. Proper SEO helps your website rank higher in search and search engine results pages, making it easier for potential clients to find you.
Content marketing
Content marketing is like the framework of your online building. It’s about creating valuable content like blog posts, videos, and guides that showcase your expertise and attract potential clients. Good content helps you stand out and builds trust with your target audience.
Social media marketing
Social media is like the exterior of your online presence. It’s where people see and interact with your construction company. Sharing updates and photos of your work and engaging with your audience on platforms like Facebook, Instagram, and LinkedIn can boost your visibility and reputation.
Lead generation (Lead gen)
Lead generation is about finding and connecting with potential clients. It’s like the plumbing and wiring of your online building, connecting you with the people who need your construction services. Tools like online forms, email marketing campaigns, and targeted advertising can help you generate more leads and grow your business.
Google/Social advertising
Paid advertising on Google and social media platforms is like the finishing touches on your construction project. It’s a way to target specific audiences, promote special offers, and get immediate visibility. It can be a powerful tool to drive traffic and leads, but it needs to be managed carefully to stay within budget.
Each of these digital marketing channels plays a unique role in building your online presence, just like different materials and techniques are used in the construction process. By understanding and using them effectively, you can create a successful online presence for your construction business.
But just like in construction, you need a plan to make it all work together. Strategies like monthly hour allocations can help you manage these digital marketing channels effectively, ensuring you get the most from your efforts without overspending. It’s about building your online video marketing for success with the same care, expertise, and attention to detail that you put into your construction projects.
The monthly hour allocation approach
The monthly hour allocation system is a well-organized schedule for managing marketing activities. By designating specific hours to various marketing tasks each month, you can create a clear plan that aligns with your budget and goals. This approach brings structure and focus to your marketing efforts, much like a blueprint guides a construction project.
Why Take the Stairs uses monthly hour allocations
At Take the Stairs, we use a system called monthly hour allocations for our digital marketing. Here’s why it works for us and could work for you too:
- Clear planning: We set out exactly what we will do each month and how many hours we’ll spend on it. It’s like a blueprint for marketing, so everyone knows what to expect.
- Control over costs: We know exactly what we spend by planning our hours. It helps us stay on budget, just like you would with a construction project.
- Flexibility: Things change, and we get that. This system lets us move things around if needed without messing up the whole plan.
- Tracking progress: We keep track of what we’re doing and how well it’s working. It’s like checking off stages in a building project so we know we’re on the right track.
- Adapting to changes: Just like in construction, things change. This system lets us adjust our marketing to fit new goals or changes in the market.
- Value for money: We make sure every hour and every dollar counts. It’s about getting the most for your money, just like you would when buying materials for a job.
We use monthly hour allocations because it helps us plan, control costs, stay flexible, track progress, adapt to changes, and get the best value for money. It’s a practical, down-to-earth approach that makes sense for us and could make sense for your construction business, too.
However, it’s important to remember that digital marketing is not a one-size-fits-all solution but a tailored strategy. As the market and your business’s needs evolve, so should your marketing approach.
Benefits of monthly hour allocations for construction companies
The monthly hour allocation approach is not just a method; it’s a strategic advantage for construction companies looking to optimize their digital marketing efforts. Here’s how this approach can benefit your construction business:
Cost-effectiveness and budget control
Allocating specific hours to different marketing activities each month allows you to clearly understand where your resources are going. It’s like having a detailed budget for a construction project; you know exactly what you’re spending and where, helping you avoid unexpected costs and stay within budget. This leads to more cost-effective marketing campaigns, as you can allocate resources to the areas that provide the best return on investment.
Flexibility and scalability
The construction industry often requires adaptability; the same is true for marketing. The monthly hour allocation system offers flexibility, allowing you to shift resources as needed to respond to changes in the market or your business’s needs. Whether you need to scale up your efforts for a big campaign or scale down during a slow period, this approach makes it easy to adapt quickly.
Enhanced accountability and performance tracking
A clear plan makes tracking performance and holding team members accountable for their tasks easier. You can monitor how hours are being used, assess the effectiveness of different marketing channels, and make informed decisions based on actual data. It’s a level of oversight and control that enhances both accountability and performance.
Focus on strategic planning and goal setting
Strategic planning is essential for success in construction, and the same principle applies to marketing. By allocating hours to specific tasks and goals, you create a roadmap for your marketing efforts. This focus on strategic planning ensures that every hour spent is aligned with your business’s objectives, helping you achieve your goals more efficiently.
Tailoring the approach to suit the specific needs of construction companies
The monthly hour allocation approach can be customized to fit your situation by following these three simple steps.
#1. Identify your goals
Determine what you want to achieve and allocate hours accordingly, setting a clear path toward your objectives.
#2. Choose the right channels
Select the digital marketing tactics and channels that align with your goals, focusing your efforts where they will have the most impact.
#3. Monitor and adjust
Regularly review your progress and make necessary adjustments so that your marketing efforts continue to support your business’s growth.
The monthly hour allocation approach offers a practical solution for construction companies looking to manage their digital marketing effectively. You can create a robust and successful digital marketing strategy by understanding its purpose, recognizing its advantages, and tailoring it to your specific needs.
This cohesive, cost-effective approach follows the principles of planning organization that are already familiar to the construction industry, without the need for complex or specialized knowledge.
Implementing the monthly hour allocation system
Implementing a monthly hour allocation system for your construction company’s digital marketing doesn’t have to be complicated. Here’s a guide to get you started.
Assess your digital marketing needs and goals
First, figure out what you want to achieve with your marketing. Do you want more qualified leads? More visibility online? Understand what you need, set clear goals, and then you can plan how to get there.
Allocate hours to different marketing channels and activities
Next, decide how you will spend your time and money on marketing. Break it down by channel and activity. How many hours will you spend on social media? On your website? On advertising? Be specific so you know exactly what you’re doing.
Build a comprehensive monthly marketing plan
Now, put it all together into a monthly plan. Outline what you’ll do each week and each month. Make it clear and simple so you and your team know exactly what needs to be done. Here’s what it might look like:
Week 1: Update the website, post on social media three times, and run an ad campaign.
Week 2: Write a blog post, engage with existing customers, increase brand awareness and followers on social media, and analyze ad campaign results.
And so on…
Maximize results through efficient hour utilization
When it comes to digital marketing for your construction business, it’s all about getting the most out of your time and money. Here’s how to maximize results without getting bogged down in unnecessary complexity.
Plan marketing tasks every month
Time is money, especially in construction. The same goes for marketing. Plan how you’ll use your hours each month, and stick to the plan. Focus on what works and cut out what doesn’t. It’s about being smart with your time so you get the most bang for your buck.
Prioritize high-impact marketing tasks
Not all marketing tasks are created equally. Some will have a bigger impact on your business than others. Figure out what those high-impact tasks are and make them a priority. Whether it’s updating your website, running targeted ads, or engaging with potential clients on your social media channels, focus on what will make the biggest difference.
Leverage automation tools and workflows
You wouldn’t build a house with just a hammer and nails, so don’t try to do all your marketing manually. There are tools out there that can automate some of the work for you. Whether it’s scheduling social media posts, sending out automated emails, or tracking leads, find the tools that can make your life easier and use them.
Collaborate effectively with the digital marketing team
If you have an internal or external team that handles your marketing, make sure everyone’s on the same page. Clear communication and collaboration are key. Set clear goals, outline responsibilities, and make sure everyone knows what they’re doing. Regular check-ins and updates can keep things running smoothly.
Track progress and measure success
You wouldn’t start a construction build without measuring; the same goes for marketing. You may need fancy charts or complex analytics; simply tracking progress and measuring your marketing success helps you understand what’s working and what’s not so that you can make smart decisions.
Here are a few tips on how you can track progress, measure success, and communicate results in your digital marketing efforts.
Key Performance Indicators (KPIs) for construction company digital marketing
KPIs are just a way to measure how well you’re doing. Think of them as the milestones in a construction project. Here are some KPIs you can track.
Leads generated: How many potential customers are converting through a web form?
Website traffic: How many people visit your company website, and what is the average time on page?
Cost per client: How much did we spend to obtain each signed client on average?
Ad performance: How well are your ads reaching the right people and getting clicks-throughs?
Analyzing data and adjusting hour allocations for better results
Once you know how you’re doing, you can make adjustments. Maybe you need to spend more time on social media or less on a particular ad campaign. Analyzing the data and adjusting your hour allocations helps you get better results without wasting time or money.
Communicating results to stakeholders and clients
Finally, you’ll want to communicate your results. Whether it’s your team, boss, or clients, people want to know how things are going. Keep it simple and clear. Share the numbers that matter, like leads generated or website traffic, and explain what they mean.
Overcoming challenges and adapting to changes
In the fast-paced world of digital marketing, challenges, and changes are inevitable. However, there are a few ways you can stay agile and adapt to keep your construction company’s digital marketing strategies on track.
Addressing unforeseen marketing challenges
Just as unexpected issues can arise on a job site, unforeseen challenges can pop up in your marketing efforts. An ad campaign may perform differently than expected, or a social media platform may change its algorithm. The key is to stay calm, assess the situation, and adjust your approach when needed. Seeking advice from a construction marketing expert can also help you solve complex problems faster.
Modifying hour allocations based on evolving goals and priorities
When your construction company’s goals and priorities change, your marketing strategy should be able to evolve with them. You can quickly shift resources to different marketing channels and activities in your monthly hour allocation system to be flexible and responsive to your business’s needs.
Staying on top of trends in the dynamic digital marketing landscape
Like in construction, having your hand on the pulse of what’s happening in the digital marketing landscape is a strength. Keep an eye on industry leaders and trends, be ready to try new strategies, and don’t be afraid to pivot when needed.
Want help transforming your construction company’s digital marketing?
Take the Stairs is a digital marketing agency that specializes in helping construction companies like yours. We understand the importance of ongoing optimization and adaptation, and we’re committed to helping you make a great construction marketing strategy and stay ahead of the curve. With the monthly hour allocation approach, we ensure that your marketing continues to perform at its best and your construction company continues to grow.
Contact us today to learn how the monthly hour allocation approach can transform your construction company’s digital marketing efforts.
