Mastering Construction Marketing: Key Responsibilities & Tips for Marketers

Marketing team members in construction have a broad range of responsibilities and tasks. Depending on the size of the company and the marketing team, a marketer may need to act as an event coordinator, website manager or request for proposals writer, among other tasks. 

Communicating the brand and differentiating the company from competitors involves wearing many hats and staying organized to keep all marketing efforts moving forward while conditions and priorities shift with the market. In this article, we’ll take a look at some of the common responsibilities construction marketers have and provide some tips on standing out amongst competitors. 

Construction Marketing Tasks & Responsibilities

Construction is a complex business with many moving parts. Marketing activities support many areas of the enterprise to help companies earn profits, expand and meet their goals. Relationships are foundational to construction success, and marketers are key in building and maintaining relationships and communicating value. Here are some of the primary tasks that marketers in construction perform.

• Answering RFPs 

  Marketers must stay on top of all deadlines, organize relevant company information and create a clear, complete and persuasive bid proposal. Proposals can be challenging because they require numbers from subs and information from technical staff. However, for any project to be competitive, it is important to weave the information into a convincing narrative

• Maintaining the Organization's Website

  The most important part of the website is the project experience. Visitors to the website need to be able to access the project portfolio very quickly, along with client testimonials and logos.

• Running Social Media 

  Update audiences with timely posts on LinkedIn to maintain brand awareness. Additional channels like Instagram can host visuals and videos to reach industry players.

• Organizing Event Planning and Logistics

  Marketers need to plan and coordinate creative events that keep the brand in the public eye and help build relationships with owners, industry partner and the community.

• Sending Press Releases

  To generate press coverage, marketers should send out releases on significant events such as contract awards, groundbreakings, project openings and industry awards.

• Creating Content

  Marketers can ghostwrite or author articles for the company website, construction blogs, publications and LinkedIn.

• Capturing Project Photos & Video

  The marketing team often arranges the photography of buildings in progress and completed projects.

• Entering Awards and Contests

  Marketing is responsible for identifying award opportunities and appropriate projects to enter. Like proposals, the team must follow the entry guidelines and track deadlines carefully.

• Managing Branding Elements

  Fence wraps, vehicles, equipment, employee apparel, PPE and all printed and digital assets need to feature the logo and brand colors.

• Conducting Community Outreach 

  For public or high-profile projects impacting a community, construction marketers may work with the developer and a PR team on community engagement to win support from local stakeholders.

• Communicating Internally

  Construction marketers communicate with internal teams to gather information and stay current on projects and initiatives.

8 Tips for Construction Marketers

Here are some best practices and suggestions for marketing success in the construction industry:

1. Maintain open communication with internal stakeholders.

The C-suite and owners can keep marketers abreast of company priorities, technical staff contribute to proposals and give updates on project progress and all team members contribute to strengthening the brand. Align internal communications with external branding to engage employees and keep everyone pulling in the same direction.

2. Collaborate with technical staff.

Obtaining the information needed to craft winning proposals requires working closely with project team members who are likely busy on their current projects. Find the time to interview them and ask specific questions about the approach to the proposed project. Read up on the project and related work to ask insightful questions, and consider meeting over lunch if they have no other time in their schedule.

3. Keep up with company news and changes.

The construction business changes quickly due to world events and market fluctuations, and companies need to respond. Be ready to contribute to initiatives and pivot strategies.

4. Prep timing and logistics for final project photography.

Final project photography and video are crucial for construction companies, and marketers can use technical drawings to create a shot list as the project is nearing completion. It’s a busy time, and the PM might say the site will be ready, but the photographer arrives to find blue tape everywhere. Strong internal relationships and the flexibility to adapt will help capture the best possible visuals. Also, consider adding drone images to capture stunning perspectives.

5. Stay in touch with previous clients.

Keep a rapport with clients from past projects to provide references and possible future work. Every satisfied client is a valuable connection.

6. Stay organized and flexible.

Schedules and priorities change, and marketers must quickly adapt and shift priorities. Organizing information and schedules makes it easier to change directions. Track events and relationships with clients, keep files of staff resumes and bios and stay on top of deadlines for proposals and awards.

7. Expand and update technical skills.

Given the number of tasks you may take on in construction, adding and sharpening a range of skills can be very advantageous. Keep up with knowledge of graphic and web design applications, SEO updates and best practices, email marketing automation, CRM and other relevant marketing tools.

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8. Build confidence with professional development.

Consider becoming a member of the Society for Marketing Services (SMPS), an organization for the marketing of architecture, engineering, and construction (AEC) to keep current with trends in marketing for construction. Attend conferences or webinars and network with other AEC marketing professionals.

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