What Is Included in a Marketing Plan? A Guide for Contractors

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Your expertise lies in fixing what’s broken, building and installing what’s needed, and solving problems for your customers. But even the most skilled contractors and home service providers need a stream of new clients to keep business thriving. 

That’s where a marketing plan comes in. It’s how you organize the marketing channels, tools, and tactics you use to speak to your target audience. With a clear strategy, you can increase business visibility to reach new customers. 

Below, you’ll find out what is in a marketing plan. Plus, learn how to craft one for your business. 

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What Is a Marketing Plan? 

A marketing plan guides a business owner’s efforts to add to their client list by getting the word out about the business. It’s like planning a complex installation job. You need to know what tools you’ll use, how long it’ll take, and what success looks like.  

Your marketing plan outlines every tactic you’ll take to promote your business. This includes which marketing channels you’ll use, what you’ll say to potential customers, and how much you’ll spend. For a contractor, this might mean deciding between advertising on local radio, running Facebook ads, or sending direct mail to neighborhoods in your target market. 

A solid marketing plan for business growth also sets clear marketing objectives. Maybe you want to book 15% more kitchen remodels this year. Or maybe your goal is to expand your service area into a new zip code. Your marketing plan lays out exactly what these targets are and how you’ll hit them. 

Good marketing plans aren’t necessarily complicated. They simply answer a few key questions, including: 

Who’s your target audience? Homeowners in your area or commercial property managers? 
Which marketing strategies will you use to reach them? Social media? Local search ads? Community events? 
Which key performance indicators (KPIs) will you use to measure success? New customer calls? Website visits? Booked jobs?

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Marketing Plan vs. Marketing Strategy 

A marketing strategy is your big-picture approach. It answers key questions about your marketing goals, such as: 

What type of work do you want to focus on? 
Which areas need your services? 
What makes you different from your competitors?

For example, your marketing strategy could be focusing on high-end bathroom remodels because there’s less competition. 

The marketing plan shows you how to make that strategy a reality. It lists the exact tactics you’ll use to reach your marketing objectives.  

For luxury remodels, your marketing plan would show you how to reach these customers. Specific tactics could include running ads in home magazines or connecting with local interior designers to promote your services. 

RELATED ARTICLE — What is a Service Business? 

Types of Marketing Plans for a Contractor Business 

Different businesses need different marketing plans to reach their goals. Some focus on a particular channel, while others plan a certain timeframe. 

For contractors and trade pros, these are the types that work best: 

Annual Marketing Plans 

This is your plan for the whole year. It maps out which marketing channels you’ll use each month to find new customers and keep current ones happy. 

A good yearly plan also helps you match your marketing strategies to seasonal needs. For example, you might post about AC maintenance in the spring, then switch to heating system tips in the fall.  

This kind of forward thinking helps you stay organized and use your budget wisely throughout the year. 

Social Media Marketing Plans 

This type of marketing plan focuses on platforms like Facebook, Instagram, and Nextdoor to connect with your target audience. It outlines what type of content you’ll post and when you’ll post it. You might share photos of your work, post helpful tips, or show off good reviews. 

A solid social media plan helps you meet potential customers where they’re already hanging out online. It also helps you keep track of how well your posts are performing and if they generate new leads. 

Local Area Marketing Plans 

Looking to gain more customers in a specific neighborhood? A local marketing plan combines online and offline tactics to reach your target market. You might put door hangers in certain areas, sponsor Little League teams, or run Facebook ads to targeted zip codes. 

This type of marketing plan works great when you spot opportunities in certain neighborhoods, like older homes that need updating. Your plan should include ways to track which tactics bring in the most leads so you can focus on what’s actually bringing in new clients. 

Content Marketing Plans 

A content marketing plan focuses on sharing helpful information that shows you know your stuff. It might include how-to videos on social media, maintenance tips on your website’s blog, or seasonal checklists in newsletters. 

When competitors show up in your area, good content means you’re already known as the local expert. Plus, it can keep working for you long after you post it, bringing in new leads month after month. 

RELATED ARTICLE — How to Start a Handyman Business: Startup Checklist 

Your Marketing Plan Template: What You Should Include 

So, what exactly is included in a marketing plan, anyway? 

An effective marketing plan needs several key pieces to work well. Here’s what to include: 

Clear Marketing Goals 

A great marketing plan template starts with the marketing objectives you want to hit. Are you aiming for 50 new customers this year? More service calls in a certain area? 

Better yet, set marketing goals for different time periods. You might aim for 5 new maintenance contracts and 20 new social media followers this quarter. 

Target Market Details 

Know exactly who you want to reach. Your target audience might be homeowners in certain zip codes or property managers who need regular maintenance. 

Create buyer personas to zero in on the needs of your target audience. They might be busy professionals who want fast service or families in older homes that need updating. 

Competitor Research 

List the main competitors in your service area. What do they offer? What are their prices like?  

Look at their marketing tactics, too. Maybe they’re all using Facebook ads, but nobody’s doing local radio. Finding gaps in competitors’ offerings helps you reach different customers. 

Marketing Channels 

Figure out the best ways to reach your customers. Your marketing channels might include a website, social media, local ads, or direct mail. 

Different marketing objectives need different tactics. If you want more maintenance contracts, email marketing to past customers about regular inspections might work best. For emergency services, local search ads could be the answer. 

Budget Details 

Plan how much you’ll spend on each marketing strategy included in the marketing plan. Break down costs for things like your website, ads, and printed materials.  

Include any marketing team costs, too, like hiring a local marketing agency or individual to manage your social media. It’s a big task to take on a small business owner, and delegating marketing tasks lets you focus on running your business. 

Key Performance Indicators (KPIs) 

Set up ways to track your results. Your KPIs help you see what’s working. Monitor KPIs like: 

How many new customer calls you get 
Website visits from your target audience 
Your cost for each new customer 
How many leads turn into jobs

How To Make a Marketing Plan: 5 Pro Tips for Contractors 

Here are 5 tips to help you create a marketing plan that gets results: 

1. Start With a Marketing Plan Template 

If you don’t want to write a plan from scratch, look for a free marketing plan template online. 

A good marketing plan template walks you through each step. It should have space to list your marketing goals, track the budget, plan tactics, and more. 

2. Do a SWOT Analysis 

A SWOT analysis—which reviews your strengths, weaknesses, opportunities, and threats—helps you spot ways to grow your business by identifying what you’re doing right, what needs improvement, and how to get there. Your SWOT analysis might look this: 

Strengths. Same-day service and great reviews. 
Weaknesses. A small team and limited service area. 
Opportunities. New neighborhoods with aging homes. 
Threats. New competitors moving in.

It’s a good idea to do a new SWOT analysis periodically to see how your business has changed and update your marketing plan. 

3. Start Small and Scale Up 

Don’t try every marketing strategy at once. Pick one or two marketing channels to start. You might begin with local Facebook ads and email newsletters to past customers. 

Once you have strategies that work well, you could consider adding more tactics to your marketing plan. This will help you learn what works without becoming overwhelmed.  

But if something’s working, that means it doesn’t need fixing. When you find a method that works, stick with it.  

4. Check and Adjust Monthly 

Your marketing plan should be flexible. Look at your KPIs each month. Are you reaching your target audience? Which competitors are gaining ground? If something’s not working, change it. 

5. Get Your Team’s Input 

If you have a team, your field staff talks to customers daily. They know what questions people ask most and what clients worry about. This is key info for shaping your marketing plan. 

For example, many customers may ask about financing options. Advertising the financing options you offer could be a good angle for your next email campaign. 

Stay Organized and Manage Customers on the Go 

Once your client list is overflowing, you need an easy way to wrangle all that information. 

Store, access, and export customer information from anywhere, at any time. Keeping track of customers and jobs just got that much easier. 

Get Organized Today