How To Avoid The Seven Sins of Construction Marketing Agency Selection (1)

Are you looking for a construction marketing agency to bring reality to your building products growth goals?

Unlike standard marketing agencies, Insynth are a specialist construction marketing consultancy.  We use our in-depth construction industry knowledge to fill your content with relevant context, strategies and technical and creative expertise

We understand the construction industry in ways that standard agencies don't.  With our knowhow, we turn good construction campaigns into great construction campaigns.

You're probably carrying out gap analysis, shortlisting the construction marketing agencies with potential in a geographic radius (there aren't many!), reading up on agencies' existing clients.  Great. But while it's simple to evaluate agencies, have you thought about how you are presenting your company to potential partners?

Could you unknowingly be committing one of the seven sins of construction marketing agency selection?

These tend to arise when companies are so busy focusing on agencies that they forget about focusing on themselves.

What Are The Seven Sins Of Construction Marketing Agency Selection?

  • Ego: Believing that all construction marketing agencies should be honoured to work with you over other companies.
  • Rage: Not giving enough time for communication and becoming frustrated over subsequent misjudgements.
  • Binge: Jumping between marketing agencies instead of committing to the one(s) that is the best fit for you.
  • Duplicate: Wanting the exact service that a construction marketing agency provided for another company.
  • Desire: Idealising another company's results instead of focusing on the growth of your own.
  • Idleness: Not taking on feedback from construction marketing agencies.
  • Materialism: Lifting ideas and concepts from a variety of construction marketing agencies.

How Can You Avoid The Sins?

1) Ego

construction marketing agency ego

 As William Pollard said, 'Learning and innovation go hand in hand.  The arrogance of success is to think that what you did yesterday will be sufficient for tomorrow.'

Don't expect agencies to prioritise you over other clients because of your current success.  Being successful requires upkeep, constant learning and up-to-date research.

                                                                                                                                                                                                                                       2) Rage

construction marketing agency rage

Communication can be difficult when you're trying to convey difficult messages, and a lot of communication takes place via technology, whether it be email, phone conversations or social media.  It's easy to become frustrated when confusion arises.  Keep your communication as simple as possible.  Always clarify, and leave the most challenging questions for one-to-one sessions and conversations that take place in person.


3) Binge

construction marketing agency binge

It's easy to get carried away when you receive multiple responses, but resist the temptation to make an alteration during a construction marketing agency selection process. 

Remember that construction marketing agencies are as interested in how you fit as a client as you are interested in how they fit as an agency.



4) Duplicate

construction marketing agency duplicate

When selecting a construction marketing agency, companies often take note of how an agency represented another company.  They measure that company's success and sometimes decide that they want to be just like them.  Don't fall into this trap; no two construction companies are the same, so no two construction companies will be represented in the same way. Invest your time into focusing on what is best for your growth prospects, and who is the best fit for you. 


5) Desire

construction marketing agency desire

Similar to the last point, don't idealise another company's campaign. 

Your goals should be different to theirs  and so should your campaigns.  Be original.  Always look at the other approaches.

By focusing on the best fit for your building products company, you'll develop your own original, achievable goals.





6) Idleness

construction marketing agency idleness

If you've requested detail, be prepared a) to receive it and b) to analyse it for your own development.  Don't waste this valuable information.  Set aside the time you need to review the responses you receive from each marketing agency, so that you can make the best-informed decision when selecting the agency for your construction company.



7) Materialism

construction marketing agency materialism

Don't lift the ideas you consider the best from construction marketing agencies' responses and provide them for the agency you would most like to work with.  Most service providers stand strongly against this.

Instead, many B2B organisations now use multiple agencies for individual projects.  This allows them to find the best fit over a longer period of time, a more reliable selection process.





What experiences have you had with marketing agency selection? Let us know in the comments. 


How Can Insynth Help You Drive The Content Marketing Results That You Need?

When you sign up for Insynth's Inbound Starter Plan, you can trial inbound and world-class sales and marketing technology to gain traction with lead generation.  For less than the cost of one ad placement, or a fraction of the cost of a trade show, you can generate more high-quality leads than both combined would have produced.  For a small investment (not to mention our money back guarantee), Insynth will provide:

  • A 2000+ word, high authority, pillar post every quarter to form basis of a strategic topic cluster.
  • 2 original technical blog posts of at least 500 words per month. The blog will be written exclusively for your business by our talented in-house content team and posted onto your website.
  • Promotion of your blog posts on key social media channels (LinkedIn, Twitter & Facebook).
  • Production of a quarterly Ebook or Whitepaper to drive lead generation.
  • Monthly Keyword Tracking and Reporting (up to 25 keywords).
  • Monthly review meeting.

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About Insynth

Insynth Marketing is a leading UK construction marketing consultancy based in Shifnal in the West Midlands.  Insynth employ the latest inbound marketing techniques such as construction inbound marketing, to help building product manufacturers grow their businesses by aggressively driving sales lead generation activity. 

As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.

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Charlotte McCormac

Written by Charlotte McCormac

Charlotte is an award-winning digital content marketer at Insynth construction marketing consultancy, Shifnal. Her short fiction and poetry have appeared in a variety of publications. She has completed a first-class Bachelor's degree in English and is pursuing a Master's degree in Creative Writing.