The building industry is a large and fragmented industry, and it can be difficult for companies to stand out from the competition. In addition, the industry is constantly changing, so it can be challenging to keep up with the latest trends. As a result, many building products companies struggle to market their products effectively. 

 As a CMO with over 15 years of experience in the construction industry, I’ve seen firsthand the challenges that building products companies face when it comes to marketing. In this blog post, I will discuss some of the most common marketing challenges and I will offer  some tips on how to overcome them. 

Challenge #1: Reaching your target audience: 

One of the biggest challenges that companies in the building sector face is reaching their target audience.

The construction industry is a large and fragmented industry, and it can be difficult to reach the right people with your marketing messages.  

To reach your audience, you need to understand who they are and where they are.

Once you understand these elements, you can develop marketing strategies that will reach them effectively. 

Here are some tips for reaching your target audience:

  • Identify your target audience. Who are your ideal customers? What are their needs and wants? Where do they spend their time?
  • Choose the right marketing channels. There are a variety of marketing channels available, including online marketing, print marketing, and direct mail. Choose the channels that will reach your target audience most effectively.
  • Create compelling marketing messages. Your marketing messages need to be clear, concise, and persuasive. They should highlight the benefits of your products and services and why your target audience should choose you over the competition.
  • Track your results. It’s important to track the results of your marketing campaigns so that you can see what’s working and what’s not. This will help you to improve your marketing strategies and get better results.

Challenge #2: Differentiating your products from the competition 


The construction industry is a competitive industry, and there are many companies that offer similar products. This can make it difficult for many builders on how to differentiate their products and services from the competition.  

Some companies are increasingly focusing on providing value-added services, such as project management, design, and engineering.

If you are one of this companies, keep in mind that these services can help you differentiate yourself from the competition and attract new clients. 

However, the most important thing is you need to know is what makes your company unique. You need to ask yourself what benefits do your services offer that sets them apart from your competitors in order to position your offer effectively. 

Once you know what makes your services or products unique, you can communicate those benefits to your target audience.

Here are some tips for differentiating your products from the competition: 

  • Focus on quality. Quality is one of the most important factors that customers consider when making a purchase decision. Make sure that your products are of the highest quality. 
  • Offer a variety of products and services. The more products and services you offer, the more likely you are to appeal to a wider range of customers. 
  • Provide excellent customer service. Excellent customer service is essential for building customer loyalty. Make sure that your customers are happy with your products and services. 
  • Get involved in the community. Getting involved in the community is a great way to build brand awareness and goodwill. It also shows potential customers that you are committed to the community. 


Challenge #3: Measuring the effectiveness of your marketing campaigns 


It’s important to measure the effectiveness of your strategy and the tactics you’ve implemented so that you can see what is working and what is not. This will help you to improve your marketing strategies and get better results. 

Here are some tips for measuring the effectiveness of your marketing campaigns:


  • Set goals. What do you want to achieve with your marketing campaigns? Do you want to increase website traffic, generate leads, or close sales? 
  • Track your results. There are a variety of tools available to help you track the results of your marketing campaigns. These tools can track website traffic, leads generated, and sales closed. 
  • Analyze your results. Once you have tracked the results of your marketing campaigns, you need to analyze the results to see what is working and what is not. This will help you to improve your strategies, modify or adjust them. 

While building companies in the construction sector do face marketing challenges, they are not overwhelming. By implementing some of these tactics you can overcome the most common marketing obstacles and effectively scale your business.

Additional tips:

  1. Be creative with your marketing campaigns. The construction industry is a traditional industry, but that doesn’t mean your marketing campaigns have to be. Get creative with your marketing and find ways to stand out from the competition.
  2. Targeting specific markets. Think about specific niche audiences, perhaps you have a stronger presence on the commercial market, the residential market, or the industrial market. This will help you focus your marketing efforts and resources on the markets that are most likely to generate leads and sales.
  3. Use social media to your advantage. Social media is a powerful tool for reaching your target audience. Use social media to share content, connect with potential customers, and promote your products.
  4. Get involved in the industry. Attend industry events, network with other professionals, and get involved in industry organizations. This will help you to build relationships, learn about industry trends, and get your products in front of potential customers.

Finally, you might want to explore investing in marketing and sales.  If you don’t have a marketing or sales team, or if you have a small one, or if you’re the one wearing both hats, don’t worry!

There are plenty of options to find a partner that can help you allocate and maximize your current resources and guide you through the necessary investments to reach new customers and grow your business.

Need a partner?  Learn more about how a Fractional CMO can help your business.

Brandie Rezac


I have over 30 years’ experience in corporate marketing working at both Fortune 500 and small businesses.

Throughout my career, I’ve helped multiple organizations with all aspects of marketing, including branding, digital and traditional marketing strategy.