--- title: The 4 Key Elements Your Construction Marketing Plan Needs To Increase Specification description: In this post, we help you make sure that your content marketing plan has the essential key elements you need to build that trust. image: https://www.insynth.co.uk/hubfs/The%204%20Key%20Elements%20your%20Construction%20Marketing%20Plan%20Needs%20to%20Increase%20Specification%20%281%29.gif --- [Skip to the main content.](https://www.insynth.co.uk/blog/the-4-key-elements-your-construction-marketing-plan-needs-to-increase-specification#main-content) [![clean-logo-2024-white](https://507386.fs1.hubspotusercontent-na1.net/hubfs/507386/clean-2024/logo/clean-logo-2024-white.svg "clean-logo-2024-white")](http://Insynth%20Marketing%20Ltd) [![Insynth | Construction Marketing Agency HubSpot Experts | Content Specialists](https://www.insynth.co.uk/hs-fs/hubfs/2021%20Branding/New-Insynth-Logo-Landscape-1.png?width=1073&height=352&name=New-Insynth-Logo-Landscape-1.png "Insynth | Construction Marketing Agency HubSpot Experts | Content Specialists")](http://Insynth%20Marketing%20Ltd) - Services - [CRM Strategy and Consultancy](https://www.insynth.co.uk/en/strategy-and-consultancy-for-building-product-manufacturers) - [HubSpot Consultancy](https://www.insynth.co.uk/hubspot-services-construction-industry) - [HubSpot Website Development](https://www.insynth.co.uk/building-products-website-design) - [Resources](https://www.insynth.co.uk/construction-marketing-resources) - [Results](https://www.insynth.co.uk/construction-marketing-case-studies) - [About](https://www.insynth.co.uk/about-us) - [Insynth News](https://www.insynth.co.uk/news) - [Careers](https://www.insynth.co.uk/en/careers-at-insynth) - [Blog](https://www.insynth.co.uk/blog) - [Contact](https://www.insynth.co.uk/contact-insynth) Search Toggle Menu Search Toggle Menu - Services - [CRM Strategy and Consultancy](https://www.insynth.co.uk/en/strategy-and-consultancy-for-building-product-manufacturers) - [HubSpot Consultancy](https://www.insynth.co.uk/hubspot-services-construction-industry) - [HubSpot Website Development](https://www.insynth.co.uk/building-products-website-design) - [Resources](https://www.insynth.co.uk/construction-marketing-resources) - [Results](https://www.insynth.co.uk/construction-marketing-case-studies) - [About](https://www.insynth.co.uk/about-us) - [Insynth News](https://www.insynth.co.uk/news) - [Careers](https://www.insynth.co.uk/en/careers-at-insynth) - [Blog](https://www.insynth.co.uk/blog) - [Contact](https://www.insynth.co.uk/contact-insynth) 6 min read # The 4 Key Elements Your Construction Marketing Plan Needs To Increase Specification [![Picture of Ainhoa Rodriguez-Muguruza](https://www.insynth.co.uk/hs-fs/hubfs/Team%20Members/11.jpg?width=30&name=11.jpg) Ainhoa Rodriguez-Muguruza](https://www.insynth.co.uk/blog/author/ainhoa-rodriguez-muguruza) : 28-Jun-2021 11:30:00 [Content Marketing](https://www.insynth.co.uk/blog/tag/content-marketing) ![The 4 Key Elements Your Construction Marketing Plan Needs To Increase Specification](https://www.insynth.co.uk/hubfs/The%204%20Key%20Elements%20your%20Construction%20Marketing%20Plan%20Needs%20to%20Increase%20Specification%20%281%29.gif) Even if factors like efficiency or functionality have been recently highlighted as the elements specifiers seek within a brand, construction professionals keep [driving their research by a particularly human feeling](https://www.insynth.co.uk/blog/how-trust-can-drive-specifications-for-building-product-manufactures), **trust**. Specifiers find themselves looking for specifications of over 5,000 products for each project they lead, spending countless hours online waiting for the perfect fit. A building product brand that **aligns with them** and that is **worth sticking with** can save them from having to find a new project to specify for every project they have. In this post, we help you make sure that your content marketing plan has the essential key elements you need to build that trust. ## #1 Define your Specifier Persona Your **construction marketing plan** should have a clearly defined main character. A common mistake is thinking that *you* should take that protagonist role but, truth is, specifiers do not necessarily care about *you*. They care about how *your product* can make their lives easier. ![The Specifiers Journey (4)](https://www.insynth.co.uk/hs-fs/hubfs/The%20Specifiers%20Journey%20(4).png?width=1920&name=The%20Specifiers%20Journey%20(4).png) Not all specifiers look for the same construction solutions and it is essential to gain deep understanding of the core challenges your specifiers might be facing when designing your construction marketing plan. Whilst you should not be afraid of having multiple specifier personas, it is important not to go overboard and **define a maximum of 5 personas** to cater for. The more time and research you devote to [developing your specifier personas](https://www.insynth.co.uk/blog/the-one-thing-building-product-brands-neglect), the more accurate your marketing efforts will be. ### Architects Due to their remarkable **attention-to-detail**, architects are thought to be hard to impress and, if possible, even harder to convince. But it is precisely because of their rigorousness that they will be loyal to a brand when it has shown to be the right fit for their project. For architects, **your product is only as attractive as the available data about it**. Ensure that the information available about your products is easy to find and accurately describes its main capabilities. ### Specifiers If they were featured on a James Bond film, it will most likely be called “Licensed to Specify”. Even though they tend to have worked as architects in the past, the professional background of specifiers can vary, leaving them to be defined by one particular characteristic: they are **exclusively trained** **to advise** their team on the product that best fit their project. They focus on **function** and how your product **stands out from the crowd**. ### Contractors Despite frequently being left in the background when designing a construction marketing plan to attract specifiers, contractors can completely **change the course of a specification process** and, most often than not, they **tend to have the last word** when a product is specified. Rather than details, contractors care about **efficiency** and seek a product to be **practical** over anything else. ### Design Professionals Even if not part of all specification processes, catering for design professionals can **open the gates to high-end projects** that do not only seek a product, but a thought-leading brand. As we entered 2021, designers involved with the construction industry [shifted their focus towards sustainability](https://www.insynth.co.uk/blog/why-sustainability-matters-in-2021-for-building-products-businesses), prioritising products made of **recycled materials** and with **a high energetic efficiency**. Clearly stating how you contribute to making the construction industry more sustainable is key when speaking to design professionals. [![cpd call to action guide botton](https://no-cache.hubspot.com/cta/default/3859543/671b067d-d94a-4ec0-85de-52f2716cafc6.png)](https://cta-redirect.hubspot.com/cta/redirect/3859543/671b067d-d94a-4ec0-85de-52f2716cafc6) ## #2 Optimise Your Website After a carefully planned research and with the *right* specifier persona in mind, our construction marketing plan starts taking shape. Construction professionals [aim to be self-sufficient and conduct most of their research online](https://www.insynth.co.uk/blog/how-to-reach-millennial-specifiers-in-2021), becoming familiar with your building product brand before they interact with a salesperson. Your efforts to build an educational, informative, and compelling website can, in contrast, be in vain if your brand lacks visibility and **specifiers struggle to find you**. ### Audit your SEO Periodically In 2017, a solid [98% of specifiers](https://www.specifiedby.com/) reported **heading to Google** when seeking construction solutions for their specifications, which has translated in [over 40% of the revenue](https://www.brightedge.com/resources/research-reports/content-optimization) of building product brands coming from purely **organic traffic**. With the pandemic having digitalised the construction industry even more, it has never been more pressing to ensure that your website [maintains a robust search ranking](https://www.insynth.co.uk/blog/seo-future-proof-building-product-business) and that you are [consistently reviewing and improving your SEO](https://www.insynth.co.uk/en/construction-marketing-seo-building-product-search-engine-optimisation). ### Build your Links Together with including on your website [the right keywords](https://www.insynth.co.uk/blog/adopting-digital-increase-website-seo-for-your-construction-marketing), **building your backlinks** is one of the most effective SEO tactics to implement. Building product businesses can particularly benefit of this strategy when working together with well-known [product directories](https://www.insynth.co.uk/blog/why-building-product-directories-should-be-a-part-of-your-content-plan). Conduct a thorough research of your industry and consider how you can [link your site](https://www.insynth.co.uk/blog/seo-in-construction-marketing-link-building) and contribute with your **expertise, products** and **services**. ### Ensure a Remarkable First Impression Detail, function, efficiency… Each specifier will be looking for clear, affordable, and easily available information. Their exigency and high standards, however, will also expect a **visually impressive first impression** [that catches their eyes](https://www.insynth.co.uk/blog/how-to-connect-with-specifiers-in-2021) and makes them feel checking out your brand is *worth* *their* *time*. Your interface should be **uncluttered** and **intuitive**, with **high quality images** and thoroughly **curated content**. ### Make Everything Accessible within 1-2 Clicks Speaking to a remarkably technical audience, falling short on providing **accurate and sophisticated** data is not an option. If your specifiers feel that they do not *quite* understand your building product or [if they are unable to gather the information they would need for a rendering](https://www.insynth.co.uk/blog/the-5-things-every-architect-wants-to-see-from-your-website), they will likely be discouraged to specify you. Create **detailed content available within 1-2 clicks** that can also be **downloaded** and **shared**. Consider **including digital files** like CAD, Revit and SketchUp. ### Add Case Studies and Testimonials Once you ensure your **website is effectively positioned**, your **content is easily available** and your **products are clearly described**, there is one last thing that specifiers would like to see from you. Whether you present them on your home page or you gather them on a section of your site, adding **successful stories**, **case** **studies** and **testimonials** are particularly helpful when demonstrating what your building products can do. ![Matching Activity To Specifiers Journey ](https://www.insynth.co.uk/hs-fs/hubfs/Matching%20Activity%20To%20Specifiers%20Journey%20.png?width=1920&name=Matching%20Activity%20To%20Specifiers%20Journey%20.png) ## #3 Create Relevant Content Your website should gather all the information specifiers might need, guaranteeing that **technical characteristic**, **performance** **data** and **details** **about** **the materials used** are readily available within your site. ### CPDs Architects, a type of specifier that we certainly want within our audience, are [required to undertake at least 35 hours of CPD a year](https://www.insynth.co.uk/blog/what-are-the-riba-cpd-requirements), equating to about 45 minutes every single week. CPDs are the **best way to demonstrate your expertise** within an industry. With the main purpose of educating your audience, [specifiers are more attracted to content that does not want to actively sell them a product](https://www.insynth.co.uk/blog/how-to-create-a-digital-cpd-presentation). A well-structured CPD can allow you build trust with potential clients while showing them the uniqueness of your building product brand. ### Blog Blogs can be the perfect tool to not only create more **relevant** and **high-ranking pages on** **Google** but to also force a consistent relationship with your specifiers. Search engines [recognise your authority in a particular area](https://www.insynth.co.uk/blog/what-should-your-building-product-blogs-be-used-for) depending on the amount of relevant content your produce on that particular topic. That content should be *helpful*, showing how your building product can make the life of your specifiers a little bit easier. ### Video Like any industry undergoing digitalisation, construction businesses are witnessing how **the channels through which their audience wants their content delivered are changing** and your construction marketing plan should keep that in mind. Among the most promising content channels, [video content has been reported like one of the most successful](https://www.insynth.co.uk/blog/digital-adoption-video-for-building-products-business), allowing you to get your message to a greater audience in a professional, sophisticated, and yet accessible way. ## #4 Automate Your Interactions As we mentioned above when describing the different types of specifiers that should consider catering for, only a small part of the construction professionals leading specifications are *exclusively* specifiers. Most **architects**, **contractors**, and **design professional balance specifications with up to 15 projects every year**. At least once a month, specifiers dive into the construction industry, search the 5,000 building products needed for the average construction project and **decide on the perfect fit** **for not only their plan, but also their team and budget**. ### Make yourself Available If anything, **specifiers are** **lacking time**. With a carefully designed website that ensures construction professionals can easily access all the information they need for their specifications, it is crucial that, should specifiers want to get in touch, **we get back to them immediately**. For specifiers to contact us, it is also essential to have a **rich** and **active online presence** on our site as well as our social media. ### Invest in the Right CRM Platform Easy ways to guarantee specifiers can find you when *they* need to is **installing a live chat** on your website, **setting up a meeting link** or making sure that **your phone number** and **your email address** are visible on your page. As [HubSpot partners](https://www.insynth.co.uk/en/hubspot-implementation-support), if your construction marketing plan wants to focus on improving your availability, we recommend adopting a marketing automation software. HubSpot can automatically **sync your calendar** when a meeting is booked, create **compelling records** of the specifiers that get in touch with you and allow you to gather all the information in a **solid CRM platform**. But the reason HubSpot is known as an [all-in-one marketing package](https://www.insynth.co.uk/blog/what-is-the-greatest-marketing-automation-tool-for-your-construction-company) is due to its automation tools that **manage the entire marketing process**, from the moment a specifier is attracted to your website, to the confirmation message they receive once they have completed their purchase. ### Improve Your Follow-Ups Marketing automation can improve the **frequency** of our interactions with a specifier and the **speed** with which we move through the conversation. Time is a limited resource among specifiers, but they will not hesitate to devote their time to you if you show you **respect their time**, **get back to them in a timely manner** and **provide them with the right information** without them having to insist too much. The [workflow feature offered by HubSpot](https://www.insynth.co.uk/blog/top-tips-for-automating-your-construction-business-customer-service) can be the difference between a lead left to dry up and a successful partnership. ### Continue the Conversation Your construction marketing plan [should not end with the specification or the purchase](https://www.insynth.co.uk/blog/how-automation-can-improve-your-customer-experience). Ensuring that your **after-sale interactions** continue the conversation can **improve their opinion** of your building product brand, **provide them with reasons to reach out to you for future projects** and **encourage them to refer you** to partners and colleagues. Put particular care in keeping in touch with past clients and make sure they are the first ones to know about your updates. [![cpd call to action guide botton](https://no-cache.hubspot.com/cta/default/3859543/671b067d-d94a-4ec0-85de-52f2716cafc6.png)](https://cta-redirect.hubspot.com/cta/redirect/3859543/671b067d-d94a-4ec0-85de-52f2716cafc6) ## 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](https://www.insynth.co.uk/en/what-is-construction-inbound-marketing#:~:text=Construction%20inbound%20marketing%20is%20the,to%20your%20website%20and%20business.), 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 Implementation](https://www.insynth.co.uk/hubspot-implementation-support), [Web Design](https://www.insynth.co.uk/inbound-marketing-services/inbound-website-services), [Sales Automation](https://www.insynth.co.uk/sales-automation-building-product-industry), [SEO](https://www.insynth.co.uk/inbound-marketing-services/inbound-website-services/seo-search-engine-optimisation), and [Email Marketing](https://www.insynth.co.uk/lead-nurturing) to achieve your ultimate aim: Growing your business and gaining new specifiers and customers. [Book A Free Consultation Today](https://cta-service-cms2.hubspot.com/ctas/v2/public/cs/c/?cta_guid=2af18093-ed55-4a52-bc6b-c1e298e70e77&placement_guid=ed35d65b-909f-4d5a-81a1-f0a36f978ab3&portal_id=3859543&redirect_url=APefjpGpUAR_jGI74l9Al8GPx1FEh-umRhJ2o_C8yASPNxMvcxlG1CV5yJ-VjwclgMvW8bbtXpyadtNVJ2jlkXoF-iupXRTYiFXvurfQDymPuh5TaIudMiGHXogL0dBoAcHaoYd3GuO-RS8FPl2sEo_U-nbgjpfP2A-59IJQgshEcN7vRYRrfn2cDvPLRqBRf8wsnWovZBFsIXNYc17GfiC8AnlrCtexswwoB4gxGbkuPcNOvjviZgmUr8EqWkRXkQT04XNvkgQFLMhj4P68RaRSUMhh98Hxw4Z62VHHXToywKxPRD68uiI&hsutk=6ccc22439d4878c33e9b02bedbdedb5d&canon=https%3A%2F%2Fwww.insynth.co.uk%2Fblog%2Fare-online-building-product-directories-worth-paying-for&click=b48f0e09-6d4e-4e85-8d32-51c04cd8653f&utm_referrer=https%3A%2F%2Fwww.insynth.co.uk%2Fblog&pageId=5685702166&__hstc=148640360.6ccc22439d4878c33e9b02bedbdedb5d.1518793342330.1523290279303.1523616714542.62&__hssc=148640360.4.1523616714542&__hsfp=894307734)   - [Tweet](https://twitter.com/share) ##### ABOUT INSYNTH ABOUT INSYNTH Insynth Marketing is a HubSpot-certified construction marketing agency. We help construction-related businesses to generate predictable flows of leads, customers, and specifications in this era of digital transformation. 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