The Construction Marketing Association (CMA) surveys members and the overall construction industry each year to identify opportunities and trends. Association members and survey respondents are from construction firms of all types and sizes, and also manufacturers of all types and sizes that serve the construction industry.
Almost all 2015 respondents intend to increase marketing in 2015
(93 percent). The survey categorizes marketing by traditional, Internet and lead generation marketing tactics. Traditional marketing includes branding, advertising, publicity, trade shows and more. Not surprisingly, email is increasing for all respondents, while advertising and direct mail are decreasing (see chart above).
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In contrast, nearly all Internet marketing tactics are increasing, with only paid search decreasing (14 percent, see next chart). Finally, lead generation tactics were a mix with local search engine optimization (SEO) and sales prospecting increasing, and telemarketing decreasing. In addition, there was a mix increases or decrease in using construction leads services, including Dodge (see chart at bottom).
Beside the survey results, several marketing topics will impact construction brands. In 2015, we saw content marketing, mobile web and local search as top priorities and best practices.
Content should be educational in focus and reside on a brand website, or ideally a brand blog, with some good frequency. Great content is excellent source material for social media posts. With content, use calls-to-action, registration pages to help get leads and build email lists.
After the April Google Algorithm mobile update-coined “Mobile-geddon”- websites should be mobile-optimized or responsive, or risk losing search authority. Mobile search is expected to continue to grow at double-digit rates. Therefore, marketers can no longer put off this important update.
Finally, for local or regional brands, local SEO is gaining importance. Why? Because search engines give authority to the geographic location of a search. Note a typical search engine results page (SERP) rank of Google Local or Google My Business in top positions. As a result, a number of solutions have entered the market to support local search, including Yext and BrightLocal.
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Neil Brown is chairman of the Construction Marketing Association. He has been CEO of numerous marketing consulting and creative agencies for the past 15 years, managing some of the biggest brands in the construction sector, including Emerson Electric, USG and Bosch Tools.
