In the fast-paced digital landscape, construction brands must stay ahead of the curve to effectively reach and engage their target audience. A well-crafted online marketing plan is essential, but in an ever-changing environment, it’s crucial to embrace flexibility. In this blog post, we’ll explore why construction brands should make their online marketing plan f

  1. Embracing Changing Consumer Behaviour: The construction industry is evolving, and so are consumer behaviours. By making your online marketing plan flexible, you can respond to shifts in consumer preferences, trends, and demands. This adaptability allows you to tailor your strategies to meet changing needs, ensuring you stay relevant and maintain a competitive edge.
  2. Capitalising on Emerging Digital Platforms: The online landscape is constantly introducing new platforms and technologies, offering construction brands exciting opportunities to expand their reach. With a flexible marketing plan, you can experiment with emerging platforms, such as augmented reality (AR) or virtual reality (VR), and capitalise on their potential to enhance customer experiences, showcase products, and drive conversions.
  3. Agile Response to Market Conditions: Market conditions can fluctuate, impacting consumer sentiment and construction projects. By incorporating flexibility into your marketing plan, you can swiftly respond to these changes. Whether it’s adjusting your messaging, targeting specific customer segments, or reallocating resources, an agile approach ensures you can adapt to market fluctuations and maximise your marketing efforts.
  4. Leveraging Data and Analytics: Data-driven insights are invaluable for constructing an effective marketing plan. By making your plan flexible, you can continuously analyse and refine your strategies based on real-time data and analytics. This iterative process allows you to identify what works and what doesn’t, enabling you to optimise campaigns, allocate budgets wisely, and drive higher ROI.
  5. Harnessing the Power of Content Marketing: Content marketing plays a vital role in establishing your construction brand’s authority and attracting potential customers. By embracing flexibility, you can diversify your content formats, experiment with different storytelling techniques, and adapt your messaging to resonate with various audience segments. This approach helps you stay fresh, engage your audience, and maintain their interest over time.

Make Your Website the Mothership!

Focusing on your website as the centrepiece for your online marketing is a wise move. It’s the area of the online landscape you have the greatest control of. It too should remain flexible and dynamic as it evolves to meet your ever changing business needs. Have a long term vision and keep the end in mind but be flexible in the steps it takes to get there.

If you spend too much time focussing on other online marketing strategies such as social media, you are vulnerable to the rules changing. You don’t control the way the social media platforms behave and they change the landscape all the time. Use the tools to your advantage while your strategies are working with the understanding that it might not last forever. Make hey while the sun shines.

There are a few foundational marketing principles that won’t change despite the tools and technologies always changing. Here’s a few to consider:


Backing up your offers with strong social proof is powerful. Any spruiking about your company or your products that cannot be supported by proof is unlikely to be believed. Third-party endorsements such as testimonials and recommendations are a great start. Facts and figures from your work, as well as endorsements from well-known individuals can also help. When it come from a third-party such as a social media platform that you don’t control, they are more believable. Trust is the key to marketing success online.


If you have a specific offer out there in cyberspace, make sure it links straight to a landing page in your own website when possible. This eliminates confusion and makes the decision making easy. The landing page should be easy to understand and tie in with the ad seamlessly. Make it as easy as possible for them respond. If you send people to a complicated website with too much going on, your conversion rate will suffer.

Keep your forms as simple and as easy to complete as possible. Don’t ask customers to register or to provide any personal information, not even their name an email, unless they have a compelling reason why. Web users are keen to protect their privacy so your offer must be strong. Optimise the process for speed and convenience. Eliminate any unnecessary steps in the process.


Selling low-cost items to new customers is a highly effective way to attract new customers and clients. Some are even prepared to make a lose on the first sale, just to get the customer. This is often defined as a “Loss Leader”. When you understand the lifetime value of your customer, you can make an informed decision on the likely Return on Investment. What you are prepared to sacrifice in order to grow your customer base?

The first sale is usually the hardest. Once you win a new customer they will likely purchase other, more expensive products or services. Giveaways, promotions, and discounts are also effective in drawing in many customers in a short time-frame.


As more and more small business owners are becoming tech-savvy and using the Internet to increase their sales, online marketing is getting more competitive. Many are putting together long term online marketing plans that may be putting their success at risk. The digital landscape is evolving fast. The tools and capabilities of those tools change continually so basing your decisions on a marketing plan written a few years ago is fraught with danger. Yes, we do need plans but we need to remain flexible as small business owners so we can capitalise on new opportunities as they arise.

In a rapidly evolving digital landscape, construction brands that can adapt and evolve their online marketing strategies are poised for success. By making your marketing plan flexible, you can respond to changing consumer behaviour, leverage emerging platforms, swiftly adapt to market conditions, harness the power of data, and refine your content marketing efforts. Embrace flexibility and unlock the full potential of your online marketing plan to ensure your construction brand stands out in the digital realm.