Missing the Mark?
What to do when your marketing efforts aren't working.
It may be instinctual to run and hide when the word ‘audit’ is mentioned. However, it’s not always a bad thing. In fact, an audit can be a useful tool to discover what is and isn’t working when it comes to your marketing efforts. At the time, it seemed like a good idea to follow the crowd and run a campaign on Snapchat, but maybe the returns missed the mark. On the flipside, your Twitter ad targeted at builders performed well, generating several click-throughs to your website and subsequent leads. Taking a step back to assess the situation can help to determine which tactics are resonating with your architecture and building audiences and which may need to be reevaluated to improve your next campaign or product launch.
The first step in a marketing audit—like any campaign—is to clearly identify goals and objectives, which should always link back to the company’s overarching business goals and mission. Doing this ensures that any efforts are successful from the onset and are measurable. Once actionable goals are outlined, you can get down to the nitty gritty of the audit.
Take into consideration the kind of language that is being used in your marketing materials. Are there strong messages that point back to the brand’s value proposition? You’ll want to highlight any inconsistencies that may send mixed messages to your audiences about your brand or product.
Understanding and segmenting your audiences based on their particular needs can help create more targeted—and hopefully more successful—marketing messages, campaigns, and individualized tactics. Was your message tailored specifically for architects, or did it attempt to speak to contractors, building owners, and distributors simultaneously?
Reviewing the competitive landscape is an important aspect of any marketing audit. Your company likely isn’t the sole provider of products or services in your field though. Examining the campaigns, products, or services of direct competitors can illustrate potential gaps in your own brand or company’s offerings, messaging, and approach. Make note of anything you come across that stands out as being particularly impactful both positively and negatively. The successes or shortcomings of your competition can help provide an even clearer direction moving forward. However, don’t simply copy and paste a great idea from your competition. Be sure to remain true to your own brand’s identity while trying your best to improve upon their success.
After the audit is completed, it’s time to move forward and build on what is working, think of new, innovative tactics, course correct where appropriate, and consider the resources available to make your next campaign or product launch a success.
Often times, it can be beneficial to bring in an outside partner with a different perspective. Just how an architect may ask an installer for their opinion on a product, you too can look beyond your organization. Recruiting a trusted marketing partner with experience in the building and construction industrycan be a valuable step toward refreshing your marketing tactics by using their expertise in the audit process itself or to help take that next step once your audit is completed.
Whether it’s specific projects, campaign messaging creation, or creative services, marketing to the building and construction industry doesn’t have to be a pain-point. Help is not a four-letter word.