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.

 

The Importance Of Content Planning For Your Construction Business

content planningContent marketing is an effective, affordable way to bring in construction leads online, but it only works if you publish content people want to read. With good content planning, you’ll have the flexibility and foresight you need to develop material that attracts the right audience and wins over clients.

Create Content that Matters to Your Audience

Planning ahead gives you time to create in-depth, thought-provoking content in a tone that resonates with your target audience. You’ll be able to research for interesting, useful facts, interpret data, and expand and structure your own thoughts on your chosen topics. Valuable content like this garners links and social media shares, and positions you as an expert worth doing business with.

By thinking ahead three months to a year, you’ll have a chance to publish seasonal content at the optimal times. When your potential clients want to know how spring rains and thaw might affect their construction project or whether it’s possible to build a house in winter, your content will be there to advise them.

Content planning helps ensure address your audience’s concerns and interests. When you post the first thing that comes to your mind, you risk rehashing the same topics over and over. Planning prevents that by giving you a bird’s eye view of the topics you’ve covered and plan to cover, so you can spot anything you’ve been belaboring or neglecting.

Stay On Schedule Without the Stress

Take some time to list blog and social media post ideas for a few months out and you’ll no longer have to scramble for something to write about at the last minute. The content production itself will be easier, too. When you have content themes in mind ahead of time, it’s a simple matter to repurpose your old content to create something that fits your theme.

Because you’ll always have something cued up to go out, you’ll be able to publish consistently to build and maintain an engaged audience.