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How To Create A Construction Marketing Brief

How To Create A Construction Marketing Brief

A brief is one of the single most important parts of your marketing strategy.  

Helping give guidance, purpose and a plan, a well-written brief is an invaluable tool to your internal marketing team or preferred agency, but fewer building product brands are using them. 

But why? 

The simple answer is that creating a brief isn’t seen as important for many businesses. The reality is, it couldn’t be further from the truth. 

The starting point from where every decision can be made and where your teams can align, the brief drives the project forward and acts as the ‘one document’ to which everything can be referred.  

A well written and well thought out brief is the difference between a successful campaign and one that barely gets the job done. 

So, what do you need to take your construction marketing brief to the next level? 

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Poor Briefs Are A Common Occurrence 

Before we look at getting your marketing brief on track, it’s important to get a wider look at them and their value.  

Did you know for instance that 33% of a marketing budget is wasted on creating poor briefs?  

The study, completed by Better Briefs, also found a discrepancy between the agency side and in-house marketing side, resulting in huge amounts of misdirection.  

Where 78% of in-house marketers believe their briefs provide a clear direction, only 5% of marketing agencies agree, suggesting a huge discrepancy. 

This is only going to be made worse when a building product manufacturer like you works with an agency with no experience in the industry.  


Work With Construction Marketing Experts 

In order for all parties to be on the same page, choosing a construction marketing agency is essential. Not only will its industry expertise help to streamline the approach to the work you require, but you can also provide a brief that will be understood by those in the know with the industry.  

Let’s say you want to kick off a new series of blogs about carbon within the construction industry and provide a list of key facts and figures to hit.  

Given to an agency with no experience, the work might take longer to complete or not be fully understood. Using construction marketing experts, however, might spark some interesting takes and help create a more streamlined but rewarding brief.  


Set SMART Goals 

Without setting goals, you’re working blind. It’s as simple as that.  

The goals you set help create a long-term vision, focussing your actions so that you know exactly what you need to do to achieve them.  

Very often these goals are the results of completing a SWOT analysis. While this allows you to view your building product business from a number of different angles, it’s devoid of any strategy and more just a list of facts. 

So much so that a recent article about marketing strategy considers SWOT to be ‘the most inane and pointless invention in management history’. 

When it comes to setting goals, you want to have a clear plan in place, which is why SMART goals are always recommended.  

Standing for Specific, Measurable, Achievable, Relevant and Timely is an approach to goal setting that provides clear targets to consider.  

Rather than a goal as vague as ‘improving profits’, sticking to the SMART goal philosophy helps get set a clear and direct marketing plan for your building product brand.  


Get Input From The Right People In Your Building Product Business 

As a marketing professional, you might feel obliged to take on the responsibility yourself to create the brief and liaise with construction marketing experts or the rest of your marketing team.  

However, this shouldn’t always be the case.  

While it might fall on you to create the brief and really set the direction that the brief goes in, it’s important to talk to all parties that the brief might affect.  

Think about the goals you’ve set from your SMART approach as we’ve already discussed.  

Something like ‘increase interest in our new building product and receive a 25% increase in enquiries in the first month of launch’ is a great goal to create a brief for but think who’s input you might need.  

You might need to speak with designers to understand what the new building product looks like and the technical team to understand its benefits. You’ll even need to speak to those in sales to be able to gauge the numbers required to see if the target’s been met.  

A short conversation, fuelled by facts and data should be enough to create a distinctive brief that everyone can take pride in.  


Do What You Need To Do 

We’ve highlighted some of the key ways that you can elevate your briefing to the next level. Whether for your in-house marketing term or for the construction marketing experts you hire, having a more streamlined approach will be more beneficial for your building product brand.  

It’s all about knowing what you want to achieve and working out who can help you achieve it.  

Setting SMART goals is just the beginning and making sure what you want to do fits the SMART criteria is essential.  

Then by sitting down with those who are relevant to your goal, whether by yourself or with the help of a construction marketing agency you can create a brief that helps you get to the next level.  

It might only seem insignificant, but a good brief can be the difference between meeting your goals and falling behind your construction competition.  

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About Insynth

At Insynth we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to reach a technically demanding audience.

We use the latest marketing techniques such as construction inbound marketing, to equip building product companies to grow sustainability in this era of digital transformation.

As the only HubSpot certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM ImplementationWeb DesignSales AutomationSEO, and Email Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.

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