Some real 2016 Construction Marketing resolutions

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There aren't too many brighter marketing ideas than developing an effective referral program
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You don’t need to wait for the next New Year to implement some straightforward marketing changes.

Although New Years resolutions have dubious value — if you are going to make a change, really, you can (and should) not wait for Jan 1 to do it — these Construction Marketing Association resolutions certainly can be turned into reality anytime you get down to business to address them:

I will make my website mobile friendly

2015 marked the year that mobile searches surpassed desktop. With the mobile shift, it is no surprise that Google announced earlier this year that they would be using “mobile-friendliness” as a ranking signal for mobile searches.

What does this mean for your construction company? Beyond the importance of a mobile website for user experience, if you don’t have a mobile or responsive website yet, you may find your rankings dropping in mobile search results.

Use Google’s Mobile-Friendly Test to ensure your website is optimized. If your website does not pass, make this a top priority in 2016!

I will make a content marketing plan

For the past three years we have discussed the rise and opportunities in content marketing for construction marketers. Last year, 71% of respondents in our annual survey said that they were going to increase their content marketing efforts in 2015.

Now that content marketing has been accepted in the historically ‘slow to adopt’ construction industry, it is time to fine tune and perfect this tactic. And the quality of a content plan can support both the effectiveness and efficiency of your content marketing initiative. Begin your planning by determining the mission of your content marketing initiatives and stick to it.

I will leverage marketing analytics

The underlying factor of many of the 2016 marketing trends, opportunities, and ultimate success, for construction marketers is the ability to use data. With the increased sophistication and availability of marketing analytics, data-driven decisions are empowering marketers.

Make a plan to leverage this information in a meaningful way in 2016.

The three suggestions require some (but not too much) effort to implement. If you want, set a target date of February 1, 2016 to implement and April 1, 2016 to complete the system-setup. You can do it.

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