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Defining An Audience In Construction

Defining your audience – no matter what sector you work in – is key to ensuring you boost your business in the most effective and sustainable way – and construction is no different.

The target market for a construction company will depend entirely on the size and nature of the projects it is able to undertake but in the broadest sense it will break down into private, public, commercial and industrial.

Each segment will have different demands, so it is crucial you are realistic and clear about what your company can feasibly and expertly carry out and the scale to which you can operate.

There is no point in going after large scale infrastructure work, for example, if you have neither the range of skills nor the size of workforce needed to complete the job.

Businesses often waste time and money pursuing leads and projects for which they are totally unsuited so targeted marketing is key if you are to use your time and resources efficiently.

Who Is The Target Market For Construction

Having defined the four key areas of opportunity, it is then sensible to break them into smaller groups.

So, within the private sector, for example, are you looking at housing contracts and if so, what type best suits your skillset?

If you’re looking at the public sector, which element are you aiming at? Is it education facilities, perhaps? Defining these areas in bite size segments enables you to target your marketing accordingly.

As well as defining your market by requirement, you can define it by geography. But don’t just look at the area in which you can feasibly operate, look within that area to postcodes or neighbourhoods which are well funded, which are developing and have a growing population density.

What Next?

Whether you are targeting clients directly or looking for the best way to market to contractors, you need more than a silver-tongued sales approach – you need marketing collateral.

You need to drive your audience to your website or to contact you in person by standing right in front of them – and you do that with brochures, with business cards and with leaflets.

Allied to a social media campaign and advertising in local media if your budget stretches to it, brochures, leaflets or even just flyers explaining who you are and what you do aren’t just useful marketing tools – they are a great way of starting a conversation.

Another aspect – which often gets overlooked in the rush to attract business – is what happens to your marketing once you’ve landed the job or secured the contract?

The answer? It doesn’t stop. The moment your scaffolding goes up, so do your signs and your banners – because nothing leads to new business quite like current business.


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