Becoming a civil engineer requires years of hard work and dedication. However, it may not be the hardest part of working in the field. You may be an expert in building and construction, but successfully marketing yourself and your business to clients might not come naturally!
Like any businesses, civil engineering firms need a blueprint to help guide them. A marketing plan is one way to help steer your business to success.
What is a marketing plan?
A marketing plan is a roadmap for your business. It outlines how you will reach potential clients and tell them about your services. Your marketing plan should include goals you want to achieve and the concrete steps you’ll take to reach them.
Creating a marketing plan for a civil engineering business
Marketing plans do not have to be long, but they generally take a lot of thought and research. Here are seven steps to help you create a marketing plan for your civil engineering business.
1. Research the industry
As a civil engineer, it’s important to understand the industry and types of projects you will work on. Knowing the ins and outs of your industry and/or niche can help you understand how your business might perform compared to others in your area or overall industry. This might include researching the size of your industry niche, whether it is growing or shrinking, what factors influence it, and where most of the industry’s profits are made.
2. Research your local market
Who is your ideal client? Researching the local market can help you understand how your business will fit in within your local area. Civil engineers should think about what problems their clients are facing, their needs, and how you can help address both.
This research can help you narrow down which clients are most likely to hire you out of the entire local market. Focusing on them can help you avoid spending money chasing people who are unlikely to want or need you on their project. It can also help you identify if there’s enough potential work near where you live, or if you’ll need to advertise to a wider geographic area.
3. Study the competition
Civil engineering is a growing occupation, and you likely already have many freelance engineers and engineering firms to compete with. Researching the competition can help you figure out what makes your services unique and how to communicate this to potential clients. Looking at your competitors’ websites, social media, advertising, and press can help you start to identify what sets you apart.
4. Set your business goals
Once you’ve done your research, you can begin setting realistic business goals. Think about where you want to be in a month, a year, or further out. Be as specific as possible. Detailed goals, such as “increasing profits by 3% over the next five years” are easier to measure and work towards than general ones. Importantly, you’ll also know exactly when you’ve succeeded or when it’s time to adjust your strategy.
5. Outline your marketing strategies
These are the details of how you will achieve your set goals. This section might include planned campaigns or general strategies to start you off on the right foot. Most businesses use a variety of activities to reach potential clients. This may include traditional paid advertising, organic social media posts, press releases, or other marketing strategies.
6. Set a marketing budget
Knowing how much you’re able to spend can help you strategically focus your advertising dollars. You may need to weigh the cost of different channels (such as social media vs. TV) against the types of media your ideal clients engage with most. You want to get the most from your money, reaching as many potential clients as possible without breaking the bank.
7. Update your plan as you go
The marketing plan you write today may not fit your civil engineering business next year or even next month! Analyze the results from advertising and other marketing activities on a regular basis. Continue what’s working, and rethink what isn’t. As you reach your objectives, set stretch goals or new ones to help keep your business moving forward.
Insurance for civil engineering businesses
A well-designed marketing plan could help grow your civil engineering business. No doubt you’ll want to protect your business and the hard work you continue to put into it. Civil engineering Errors and Omissions insurance can help you create this safety net.
Also known as Professional Liability insurance, Errors and Omissions (E&O) protects your business against claims of negligence, misrepresentations, or mistakes. E&O claims are typically made by clients who allege some form of financial damage as a result of your services, products or employees.
Civil engineering Errors and Omission insurance pays your legal expenses, including settlements and judgements, if a related liability lawsuit is brought against you. The costs of defending your business in court can be financially devastating to both your professional and personal savings. A civil engineering Errors and Omissions insurance policy could help you stay in business and protect your professional reputation.
BizInsure makes it easy to find civil engineering Errors and Omissions insurance that fits your business needs. Find and compare policies online and buy in minutes! Visit our website today to get started.