The Art of the Perfect Email Pitch

email pitch

Even if you think you’ve found the perfect potential client, you still need to convince them you’re the contruction firm for them. With a skillfully crafted email pitch, you can set yourself apart from other firms and give your prospect a reason to connect with you.

Start Strong

If you want your prospect to open your email at all, you need an intriguing subject line. Go for something simple and direct rather than a vague “click bait” style title. A subject line such as “Help with your next spa hotel project” or “Future-proof hospital renovation with minimal disruption” will stand out to a prospect who’s looking for exactly those services.

Then start your email with a personal greeting that explains how you found the prospect. Use their name and tell them you’ve read their LinkedIn profile, social media posts or blog. If something genuinely impressed you about their work, say so, but don’t worry about shoehorning in flattery.

Make Your Point Clearly

After your intro, move on to explaining what you’re offering. Three or four sentences is enough here. Follow up by stating the value your company offers and why you think you’re a good fit for this prospect’s next project. Tell them how you can renovate their out-patient clinic without disruptions that could cost them business or how the eco-friendly building materials you use in your hotel projects will be a great selling point for eco-conscious, high-income travelers. Again, keep it to three or four sentences.

One of the most effective methods for catching a would-be client’s attention is to research their competitors and explain how you can help them beat the competition. For example, maybe you can build features into your multi-family residential projects that will draw renters to your client and away from their competitors.

Finish with a quick thank-you and an offer to set up a call or discuss options further by email. You might still need to send a quick follow-up a week later.

 

How to Identify Website Optimization Opportunities and Act on Them

website optimization opportunitiesWith some small SEO improvements, your website could be bringing you even more construction clients than it is now. Taking a closer look at how your site performs will help you spot opportunities for improvement and decide which ones are worth your time.

Audit Your Site

The easiest way to zero in on areas that need improvement is by running your site through one of the many free or paid website SEO auditing tools online. Google’s URL Inspection Tool can show you coding errors that could prevent your site from ranking well or even from being indexed at all. Use Google’s Pagespeed Insights to make sure the main components on your most important pages, such as your home page, portfolio, and email sign-up pages, load within three seconds.

Check that your content is organized logically and focuses on the right keywords. If you’re targeting commercial remodeling clients, but your content doesn’t include many of the phrases those clients might search for, you have a problem. To get an idea of your Google ranking, sign out of your Google account and search for targeted phrases you hope to rank for.

Prioritize Your Improvements

Some improvements, such as correcting major coding issues, might require help from a website designer, but there’s still a lot you can do on your own. If you find your content isn’t well SEOd, you might want to re-write some of it. In particular, optimize your titles and subheadings. “Tips for Adding Storage to Your Office Building” is better than a clever, but vague title. Organize your content into SEO-friendly “silos” or categories and subcategories. For example, your blog posts about upgrading office building storage, meeting rooms, lighting, and so on can all be linked to from the main category of office building remodeling.

If the images in your project gallery load slowly, compressing them into smaller files can help speed things up. Also consider using a content delivery network (CDN), such as CloudFlare, for faster content delivery.

Can Guestblogging Really Help Grow Your Business?

guestbloggingGiven the time and effort involved in guestblogging, it’s natural to wonder if all that work is going to pay off in new construction clients. While it does take some research and networking, if you choose the right topics and blogs to work with, guestblogging can bring results.

Connect with Your Ideal Clients

Especially for B2B service providers, guestblogging offers a way to reach new niche audiences of active buyers. The key to reaching the most profitable audiences for you is careful selection.

Seek out blogs that attract your target audience, but aren’t run by your direct competitors. If you specialize in building retail stores, that might mean blogs that forcus on retail marketing or small business management, or on an even narrower niche such as fashion retail. If you’re looking for home renovation clients, you might work with blogs written by materials suppliers and tradespeople such as electricians and carpenters.

Look for signs of an engaged readership, too. If the blog’s regular posts attract comments and social media shares, your guest post is also likely to get attention. When you find an appropriate blog, pitch them your idea before you write the whole post.

Attract Clients by Offering Value

A guest post shouldn’t read like an advertisement. Instead of promoting or even mentioning your services, provide genuinely valuable information that helps your target clients meet their goals. If you’re trying to attract retail store clients, you might write about the top five building features that help stores sell more. Your bio at the end will tell readers how you can help them get these features in their stores.

Before you choose your topic, spend some time browsing the blog to see what the audience responds to best. For example, do they prefer posts with lots of technical detail or ones that tell interesting stories? You don’t want to rehash common topics, but you also don’t want anything wildly different from what the audience is used to.

3 Key Elements to Include in Every Infographic You Create

In a data-driven industry like construction, how you communicate facts plays a critical role in convincing clients to work with you. Infographics make it easy to present data in a clear, memorable, and sharable way, but to be effective, they need all the right elements.

  1. An Engaging Story – The most memorable infograpics tell a story. To find story ideas that will matter to your ideal clients, take inspiration from your most popular blog posts. Focus on your audience’s needs and interests, not on selling your services. Topics such as Planning a Cold Storage Warehouse, Office Building Features Tenants Love or When to Secure Funding for Your Construction Project can all work. You’ll know you have a well-defined story idea when you can write a headline and summarize the main points.
  2. Remarkable Data – The data you include should illustrate and support the main points of your story. If your infographic is about office building features that attract tenants, choose data that shows which features are most in-demand and why. Focus on new or surprising data that’s both useful and exciting enough your audience will want to share it on social media. Stick with data that’s easy to represent visually. Quantitative data works better than qualitative data. It’s fine to add descriptive copy when necessary, but keep it succinct.
  3. A Cohesive Style – A visually appealing infographic attracts more attention and shares. Stick with a palette of three or four colors and a style that fits your target audience. A colorful, playful style might work great for an infographic about primary school construction, but not so well for one about industrial facilities. Browse other infographics to get a sense of the types of charts, graphs, tables, diagrams, maps, and pictograms you can use to present your data. Your representations should make sense at a glance. For example, a circle representing 72 percent of something should be larger than the one representing the other 28 percent.

 

Is Your Construction Website Mobile-Friendly?

mobile friendly website

Especially if you’re targeting property developers and other busy professionals, a mobile-friendly website is critical for connecting with your audience while they research services on the go. Learn where your website stands so you can reach more clients.

Find Out How Yo

ur Site Performs

Every smartphone and browser is a little different, so just because your site looks good on your phone, that doesn’t mean it’s truly mobile friendly. To know for sure, use one of the numerous mobile-friendly test websites. Google’s Mobile-Friendly Test gives an individual page a pass or fail score, and if it fails, the test results tell you what needs improving.

Other sites show you how the page looks on popular smartphones and tablets, then let you decide for yourself whether the results are good enough. Check your projects page to make sure images display correctly, descriptions are clearly visible, and the projects are easy to browse through. Make sure any virtual tours of your buildings work, too. Test pages designed to collect leads,

such as your contact page and sign-up pages for your newsletter and lead magnets. If your site doesn’t look or work correctly, it’s time for an upgrade.

Modernize for Mobile

To get a mobile-friendly website, you have two options: upgrade

or rebuild your existing site, or have a separate mobile site built. For a relatively new site with only minor issues, a few upgrades should solve your problem. In fact, if you use a blogging or website platform with multiple themes available, such as WordPress, the solution might be as simple as switching to a responsive theme.

If your site is old and just doesn’t function on smartphones, it’s often more cost effective to have a separate mobile site built. On the other hand, you might take this opportunity to have your current site overhauled into a modern, mobile-friendly design that assures your visitors they can rely on you for state-of-the-art construction equipment and practices.

How to Create a Social Media Content Calendar

content calendarConstruction projects don’t always lend themselves to awe-inspiring Instagram pictures, so getting the most out of social media takes some planning. With a well-organized social media content calendar, you’ll always have something to post that rewards your effort.

Clarify Your Goals

Before you plan your approach to social media, decide exactly what you’re trying to do with it. Your goals influence both what you post and how often. Is your main objective to increase brand awareness, improve your reach or bring in leads? For example, daily posts about a home remodeling social media challenge you’re running are likely to help more with brand awareness than with lead generation.

Define Your Schedule

No single posting schedule is right for every company and every platform, so spend some time researching the schedule that best suits your goals. If you want to attract warehouse construction leads from Facebook, it’s enough to publish a few weekly or even monthly high-value posts, such as data-backed tips on managing cold-storage construction costs. If your goal is brand awareness, you might share lighter content, such as striking before-and-after pictures, as often as twice every weekday. Consistency is critical, so choose a schedule you can stick with. Include time for interacting with people in your target audience by sharing, commenting on, and “liking” their posts.

Plan Your Posts

When you’ve settled on a posting schedule for each platform, decide what type of content you want in each time slot: text, images, links, and/or videos. For efficiency’s sake, aim to plan at least a month out.

If you’re trying to generate leads, you might use a case study as a lead magnet and promote it on social media using interesting facts, helpful tips, and eye-catching photos from that case study to encourage potential clients to download it. If you specialize in home additions and want more brand awareness among growing families, you might plan a series of funny or emotional videos aimed at getting shares within that audience.

 

How the Right Images can Help Convert Your Website Visitors

website imagesBecause construction involves a strong visual component, the right images are critical for communicating the value of your company. Choose website images that showcase your expertise and convey your personality, and you’ll convert more of your visitors into clients.

Communicate Benefits

Sometimes the benefits you offer clients just can’t be fully conveyed with words. Photos, however, show your prospects exactly how your work outshines your competitors’. This goes beyond your basic portfolio. If you pride yourself on your flexibility, choose photos that show how your building projects have met some of your clients’ unconventional requests. If you carefully select high quality building materials, use pictures that demonstrate how your preferred materials compare to inferior products.

Build an Emotional Connection

While photos of your work are important, they aren’t the only thing your prospects want to see. Pictures of your team help would-be clients get a sense of who you are as people and let you express your personality in a way that speaks to your ideal clients. Candid shots from the company picnic reveal a family-friendly side that can help attract new home builders, whereas pictures of your design team in the office might appeal to more business-minded clients. If aging-in-place remodeling is one of your specialties, a picture of your happy clients showing off their home’s new features assures your older prospects people just like them trust you.

Guide Your Visitors

Most people skim webpages, so they can easily end up lost and confused. Graphics grab your visitors’ attention and let you guide them where you want them to go. Arrows and icons lead your visitors through your marketing funnel. Diagrams, illustrations, and text boxes get critical ideas across and clarify complex concepts. That’s particularly important in specialist fields where your clients might not fully understand everything that goes into their construction projects. The better your prospects understand what you do and how your expertise benefits them, the more likely they are to chose your company.

3 Ways to Incorporate Infographics Into Your Marketing Efforts

infographicBecause they grab attention, convey information quickly, and easily garner social media shares, infographics are a valuable marketing tool in the data-heavy construction industry. Using them throughout your marketing helps you reach a wider audience and connect with them faster.

Connect Them to Your Content

Every inforgraphic you create should tie into other content that expands on the topic and leads readers toward contacting you. A blog post, video or downloadable case study are all possibilities. If you create an infographic that gives property developers the dish on this year’s hot trends, connect it to a blog post describing how your company can help them cash in. If you make one about environmentally sustainable building materials and practices, tie it to a video on how you use those materials and practices in your clients’ projects.

Share Them on Social Media

As one of the most shareable kinds of content on the Internet, infographics are practically made for social media. This goes double if they include handy tips or surprising facts that make the one sharing them look helpful and knowledgeable. Facebook, Twitter, and LinkedIn are some of the best places to post your infographics, but Pinterest is another good bet if you’re targeting home building and remodeling clients. Link your infographic back to a relevant webpage or other content where potential clients can learn more.

Include Them in Newsletters

Attention spans are short when checking email, so the faster you can get your point across, the better. Infographics let your readers get the gist at a glance so you have a better chance of tempting them back to your website. While you can use one long infographic as your newsletter’s main body, there’s a high risk it will get caught in the spam filters. Instead, use small infographics to illustrate single ideas. If your newsletter talks about the three biggest pitfalls to avoid when planning a hospital renovation, include an infographic that illustrates each pitfall with an eye-catching icon.

4 Benefits of Using a Website Heat Map

website engagementA website heat map is one of the most effective tools for using your visitors’ actions to better understand what they’re looking for in a construction firm. By presenting data in a simple, visual way, heat maps show you what’s attracting your would-be clients.

  1. Learn what grabs their attention – Mouse-movement heat maps, also called hover or attention maps, tell you about what catches your visitors’ eye when they first arrive. If they go back and forth between two links, you might need to reword those links for clarity. If they tend to wander around the page, consider a redesign to help them find what they want fast before they give up.
  2. See where their true interests lie – Click maps shows you where your visitors ultimately decide to go, helping you better understand their goals. If far more visitors click your “renovations” link than your “new construction” link, maybe it’s worth re-targeting your site for renovations clients. If you want visitors to check out your portfolio first, but they tend to head for your community involvement links, you’ll know to make your portfolio link more prominent.
  3. Assess their attention spans – With a scroll map, you can see how far visitors scroll down different webpages. If they’re scrolling to the end of your blog posts on budgeting residential property development projects, but barely reading any of your industry news posts, that tells you about their interests. If they’re not making it past a few paragraphs on any page, why? Do you need more engaging introductions, better formatting, catchier subtitles or more images?
  4. Target your most valuable audience – Heat maps show you which behavior patterns convert best so you can optimize your site for visitors who fit that profile. Maybe the visitors who click over to your blog first and read several posts to the end are the ones who typically become clients. On the other hand, maybe it’s the ones who spend a little time on your portfolio, then head straight for your contact page.

Using Instagram Stories to Build a Social Following

share your storyAs Instagram’s algorithm evolves and it gets harder to reach your target audience, Stories are taking on an increasingly important role. In the construction field, where there’s always something new to share, the growing interest in Stories is a promising opportunity to build your following.

Build Deeper Connections

Because Instagram Stories disappear after 24 hours, they’re perfect for sharing candid behind-the-scenes glimpses into your company. They let you show your audience how you work so they gain more trust in your skills. They also give you a chance to share a little of your human side and develop a more personal relationship. Your distinct personality is a big part of what makes people want to follow and interact with you. Post Stories about recent progress on a building project, show how you solved a problem or give your audience the highlights from a recent trade show or office party.

Q&A Stories are another good choice. These help you establish your expertise to build trust and show anyone not following you yet that your feed is the place to come for help planning their construction projects. Doing a regular Q&A is also an easy way to publish consistently, which is key for growing your following.

Get Your Stories Seen

The way you format and promote your Stories is what really makes the difference in how many new followers you gain with them. Add location and hashtag stickers to help people find your Stories. Unlike with standard image posts, you’ll want at least one broad, high-volume hashtag, such as #realestatedevelopment or #remodeling, if your goal is to build your following.

After you post a Story, use your next image post’s description to invite your followers to check out the new Story. If your account has the option, consider using Promote for Stories. Let your followers on other platforms know, too. Share an image from the Story on Facebook or Twitter and invite your followers to see the rest on Instagram.