Using Case Studies To Build Credibility

case studiesWhen a potential client is learning about your construction firm, the content you publish is a big part of how they judge your credibility. By showing exactly how you’ve solved a client’s tough problem in the past, a case study makes your reliability clear.

Show off Your Successes

Few types of content demonstrate your real-world problem-solving skills better than case studies. A case study backs up your claims of expertise so well because it’s essentially a client success story with an in-depth description and hard evidence to prove how you helped your client overcome a problem and reach their goals.

The biggest challenges your firm has faced make ideal case studies. Write about that tricky second-story addition you built on an older home, the boutique guesthouse you built in a densely forested area or how you sourced sustainable building material for a demanding client.

When your prospects see how adeptly you were able to analyze your client’s problem, devise and evaluate potential solutions, and then put your chosen solution into action, your credibility becomes undeniable.

Back Up Your Marketing Claims

Integrating case studies into your marketing lends credence to your claims of expertise. Feature them on your home page to let your visitors read about a real person who saw success working with your firm. This works well if you have widely divergent specialties, such as home remodeling and educational facility construction. When you develop sales presentations, include case studies to let your results speak for themselves.

Case studies are rife with ideas and data that can inspire blog posts, videos, infographics, and social media posts. Using your case studies as a jumping-off point for new content helps you get more use out of your existing material and draws more attention to the case studies themselves.

Case studies make ideal lead magnets, too. Put together a video tour or photo essay on a finished project, then offer the related case study in exchange for an email address.


How People-Based Marketing Can Boost Engagement

people based marketingWith so many ways for your clients to interact with your construction firm both online and off, it can be hard to present a consistent, personalized message. People-based marketing lets you tie your marketing data back to individuals, so you can speak directly to them in a way that gets a response.

Focus on the Individual

People-based marketing involves tracking an individual wherever they interact with your business so you can provide a more cohesive, customized experience. Imagine Tom, a 35-year-old homeowner, finds your site while researching remodelers on his iPhone during his lunch break. When he gets home, he joins your email list from his laptop. Later in the week, he calls you for more information.

With traditional methods, all you’ll have is data showing that someone interacted with your firm on mobile, on a laptop, and offline. People-based marketing lets you connect your data to individuals, giving you a clearer view of how they interact with you so you can give them an experience that’s in tune with their needs and interests. Instead of marketing to 30-something homeowners in general, you can market directly to Tom.

Provide Content that Gets Attention

When your visitors get what they want from your online content, they have more incentive to stick around and engage with you.

Recommend blog posts that resonate with them and you’ll get more comments. If those blog posts touch on issues related to groups your visitor is a part of, you’ll get more social media shares, too. When you find just the right moment to suggest joining your email list, you’ll see more sign-ups. Promptly follow up with your recent clients, and chances are you’ll receive more positive online reviews. Better yet, you’ll no longer have to risk annoying your prospects with interruptive ads.

The more time your prospects spend interacting with your firm, the stronger a relationship you can build, and the more likely you are to see a sale.


How Online Reviews Can Make Or Break Your Construction Business

online reviewsBecause a construction project is no small undertaking, you can bet your would-be clients are checking out the reviews online before they even contact a construction firm. With a proactive online reputation management strategy, you can make sure your reviews work for you, not against you.

Asset or Liability: the Decision is Yours

The countless opportunities to share opinions online mean your reputation is no longer limited to word of mouth circulating in your local area. Online, anyone can say anything about you and, with a quick search, your prospective clients can find those comments. Your online reputation will develop whether you take an active role in it or not. Your approach to online reputation management is what determines how much you benefit.

Take charge of your reviews by encouraging your best clients to share their opinions and your online profiles will be filled with positive comments that outshine any less favorable ones. You’ll have no trouble making that critical good first impression on anyone searching for you online.

Keep Up With the Conversation

If you’re monitoring your reviews, you’ll have the opportunity to thank your clients who leave good reviews and offer them further services or request referrals when they’re in a buying mood. You can also ask permission to re-reprint their reviews, so you can leverage their praise in your marketing.

When a frustrated client shows up and you respond promptly, there’s a chance you can make amends and turn them into a happy, loyal patron. Even if that client ends up leaving, your response will remain online to show future prospects how seriously you take customer service and how respectfully you handle conflict.

Ignore what’s being said about you online, though, and you’ll miss valuable opportunities while leaving both your current and prospective clients with the impression you don’t particularly care what they think.

By encouraging your satisfied clients to speak up and paying attention to your reviews, you can build an online reputation that works solidly in your favor.


3 Effective Ways To Convert Blog Readers To Hot Leads

blog conversionA blog that can convert readers to leads is an invaluable marketing tool, but to bring your blog to that level, you need more than just regular construction news updates. Authoritative content combined with a little direction will give your readers more reason to contact you.

Conversion strategies

  1. Prioritize quality – To get your blog readers interested in doing business with you, you need to prove that you’re a trustworthy authority who offers something your competition doesn’t. Content that demonstrates expertise in your segment of the construction industry does exactly that. Instead of pushing out frequent short update posts, invest time in creating in-depth posts that offer real value to your target readers. As a bonus, these posts tend to get more links and shares, as well as higher search engine rankings.
  2. Offer premium content – The content freely available on your blog is great for attracting new readers, but it’s not always enough to convert readers to leads. To nudge your readers in the right direction, make some of your most valuable content available only in exchange for an email address. This works best with content that solves a specific problem or provides concrete benefits. You might offer your best tips for restoring a historical home or your analysis of data on the most profitable segments of the commercial construction market.
  3. Strategically position calls to action – If you know a little about blog writing, you’re probably already including basic calls to action (CTAs) at the end of your blog posts. While that’s an important step, there’s a lot more you can do to get your readers’ eyes on your CTAs. Include them in the first half of you post for readers who might not reach the end, and in your sidebar and a pop-up or screen overlay. Experiment with wording, formatting and placement, and track your results. For example, you might find a boldly colored graphic in the middle of your posts gets better results than the form in your sidebar.


3 Ways To Incorporate Influencer Content Into Your Content Marketing Strategy

influencer marketingWhen you hire a social media influencer to create content for your construction firm, you’re getting a marketing asset that’s made to be re-purposed. Strategically using influencer content in your own content marketing ensures you get as much value as possible out of your investment.

Share it on Social Media

Instead of just sharing your new content as-is, add your own individual touch to further your personal connection with your audience.

If you post influencer-made photos to your Facebook, Instagram, and Twitter accounts, write unique captions for each post. Later, incorporate the most popular photos into a collage or use them as part of a video. If the influencer has written a blog post or review around your services, pull some quotes and post them with your own comments.

Then pay attention to your audience’s reaction. High-quality content that garners an exceptional amount likes, comments, and shares might be worth promoting though paid social media ads.

Send it to Your Email List

Because your email list readers are some of your most dedicated fans, email is the ideal place to go into more depth on the topics your new influencer content covers. For instance, you might talk about how the content ties into your firm’s current projects or future plans.

Using influencer content to spark discussion can bring you valuable feedback from your list. Ask your readers if they agree or disagree with the influencer’s opinions or if they feel the infuencer missed any important points.

Feature it on Your Website

Photos and quotes from an influencer make easy jumping-off points for blog posts and website pages. You can provide more detail on the services the influencer talks about, expand on their thoughts about your segment of the construction industry or just respond to their opinion of your firm.

For example, if an influencer mentions your kitchen remodeling skills, use that quote as the basis for a post highlighting some of the kitchens in your portfolio.


Using Storytelling To Build Your Construction Business

the power of storytellingWhile the topic of construction might feel a little dry and technical, when viewed the right way, it’s rich with potential for captivating stories. Marketing through storytelling lets you build rapport with your target clients and bring in business in a way no advertisement can.

Humanize Your Story

The stories you tell about your business need to do more than just state facts. Successfully marketing through storytelling takes stories that connect with your target clients on an emotional level. To do that, focus on the human side.

Any significant event in your firm’s history can work as a marketing story. For example, you might take your audience through the adventure of refurbishing that old house that won your firm an award from the state Remodelers Council, then explain how you can use the same skills to help your future clients.

When you’ve chosen your stories, you have to tell them in a concise and compelling way. Video is a good bet if you have enough footage, but photo essays and even well-formatted blogs posts can do the job. Share your stories on your blog, your social media accounts, and in your email newsletter.

This kind of content holds attention while building an emotional bond, making potential clients more likely to see your team as relatable people they want to connect with.

Share Your Clients’ Stories

Ultimately, your clients want to know what you can do for them. There are few more powerful ways to show them than by sharing the stories of your most satisfied clients. By talking about your clients’ goals and challenges, and how they used your services to overcome those challenges and reach their goals, you show your would-be clients what’s possible for them.

Find a few of your best clients who are willing to communicate their stories through in-depth interviews, photos, and video. Make your clients the heroes of your marketing stories and you can spread the word about your skills while also building a deeper connection with your audience.


How To Effectively Integrate Infographics Into Your Marketing Strategy

infographic strategyFew types of content are more sharable than infographics and in the data-reliant construction industry, you’ll never be short of topics to cover. Developing an infographic marketing strategy, however, takes a little planning.

Choose Attention-Grabbing Topics

To find compelling topics for your inforgraphics, consider which subjects are popular among your blog readers and the kinds of issues your existing clients often want to discuss. By addressing your ideal clients’ most pressing concerns, your infographic will not only get your current follower’s attention, but will be shared more often, too. Shares extend your audience reach, increase your brand awareness and authority, and help your website rank higher in the search engine results.

If you specialize in prefab houses, you might create an infographic called Tfends in Prefabricated Construction. If you’re targeting commercial real estate developers, an infographic with data on profitability in commercial real estate might work well. Creating an infographic to attract more attention to one of your best lead-generating blog posts is also an option.

Draw Your Readers in

Your blog is an integral part of your infographic marketing strategy. By itself, an infographic is unlikely to bring you any leads. What it can do, however, is draw your prospects to your blog to learn more about the topic covered. Along with your infographic, develop a related blog post that expands on the data and concepts covered in the infographic.

Work to Get the Word Out

While infographics are highly shareable, getting the initial word out takes some effort. Start by sharing your infographic on your social media accounts and asking your friends to share it from there.

Don’t be shy about contacting bloggers in complementary fields, such as architecture or real estate development, to let them know you have content their audience might benefit from. On your own blog, include an embed code with your infographic to make it easy for other bloggers to publish your infographic with a link back.


SEO In 2018 – What You Need To Know

SEO in 2018With search engine algorithms and consumers’ search habits continuously evolving, staying on top of the trends is essential for making sure your would-be clients can find you online. For construction companies, answering questions is still among the most effective SEO strategies, but the methods have changed.

Optimize for SERP Features

Snagging the first position in the search engine results is no longer enough to get your firm’s name noticed. These days, Google’s SERP features such as featured snippets (often called “answer boxes”), local packs, and knowledge panels can grab a searcher’s attention before that searcher even sees your listing. Optimizing your site especially for these features is one of the most effective SEO strategies you can invest your time in.

For instance, to show up in more featured snippets, research the questions your audience asks and answer them in your website content. If hotel construction is your specialty and your target clients frequently ask about sustainable construction, your content might provide answers such as “Sustainable hotel construction is…” and “The benefits of sustainable hotel construction are…”

Then use a website analytics tool that provides information on how well your site is performing for these features.

Get Ready for Voice Search

A full 20 percent of Google searches are now voice search, according to Google CEO Sundar Pichai, so this isn’t something you can afford to ignore.

To help your potential clients find you, use more conversational language in your content. Here again, question phrases such as “How do I…” and “Who can…” tend to dominate. While your target client might type “multi-family residential construction Denver” on their laptop, they’re more likely to ask their PDA, “Which construction firms build multi-family homes in Denver?”

Just as importantly, almost of quarter of voice searches are for local information. You can get found for more of these by mentioning the cities and neighborhoods where you build, as well as landmarks and well-known public buildings and businesses in these areas.

To learn more effective SEO strategies for bringing in construction leads, contact us at Construction Monitor.

4 Tips To Refine Your Brand And Make It Work For You

building a brandYou know exactly how your construction firm outshines the competition, but your potential clients won’t unless you demonstrate it to them. Brand building is one of the most effective ways to do this.

  1. Know your audience – To be successful, your brand must show your ideal clients that your firm is the one that can best meet their needs. Before you start your brand building efforts, take a closer look at the information you have about those would-be clients. What problems are they trying to solve? What extra services and capabilities appeal to them most?
  2. Stand for something – Connecting your brand to something larger than yourself helps it stand out in the minds of your prospects. If you specialize in building with ecofriendly materials, you might aim to become a symbol of sustainability in construction. If you build high-end hotels, positioning your firm as a symbol of luxury can help you attract the clients you want.
  3. Be a leader – Become a thought leader in your segment of the construction industry and you’ll stand out from the crowd while bringing more attention to your expertise. To do that, you need to be willing to provide deep insight into the issues your audience cares about as well as make predictions about future trends and take a stand on controversial construction-related issues. Create content about the things that truly matter to you and your clients, whether that’s improving building safety codes, using 3D printing to build more affordable housing or preserving historical neighborhoods. Network online and offline with people who can help further your ideas, including the media.
  4. Unify your design – A brand that uses visually cohesive, consistent design is memorable and instantly recognizable. It also feels more like a reliable, developed business that has its act together down to the last detail. For better visual branding, create a brand style guide outlining the color palette, typography, types of images, and voice to be used in all your marketing and packaging.


How To Formulate An Accurate Buyer Persona

buyer personaHaving a clear picture of the type of person who’s likely to hire your construction firm makes it a lot easier to reach that individual in the real world. To do its job, though, a buyer persona must be accurate.

Collect Your Data

Using hard data on your ideal clients’ demographics, psychographics, behavior, and goals is the most effective way to ensure your buyer personas reflect reality. Data from construction market research firms offers a starting point. This can tell you things such as the ages and income brackets of the average commercial real estate investor.

The more valuable data, however, will come from your own customers. Start by analyzing data your already have, such as information from your sales history, CRM system, website analytics, and reviews.

If you need more data, client surveys and focus groups can help you get it. To learn more about your ideal clients’ online behavior, such as which blogs they read and which forums they post on, take some time to browse their social media profiles. Interviewing your sales team can also turn up some interesting insights.

Get Specific

Chances are, there are several distinct types of people who hire you for construction work. Cramming all your data into one buyer persona for your entire company will only give you a muddled image that represents no one in particular.

Instead, break down and organize your data to create buyer personas that sound like real people with specific backgrounds, lifestyles, and interests. Your ideal remodeling client might be a newly married 30-year-old software developer who needs space to grow a family. On the other hand, your commercial real estate investor persona might be a 50-year-old accounting firm owner looking for more freedom in his life.

For even greater accuracy, develop several personas for each type of service your offer. One of your remodeling personas might be a newlywed while the other is an older empty-nester.