Incorporating Consumer Trends into Your Marketing Plan

Paying attention to what consumers want isn’t only useful for discovering new markets. It can also help you develop a marketing plan that’s fully in tune with your ideal clients’ needs and interests.

Do Your Research

To get real value from using consumer trends in your marketing, you need to know what the relevant trends are. Your intuition about what’s trending is a good place to start, but make sure you can back it up with hard data before you incorporate it into your marketing. Maybe you’ve heard demand for co-working spaces is booming, but are you sure that’s true for your area? Review the market data, interview suppliers, and hold focus groups to really get to know if a trend you’ve spotted is worth paying attention.

Focus specifically on your target market. Millennials looking to build their first homes set very different trends than older couples who want to remodel their homes for convenience as they age.

Review Your Whole Plan

Every part of your marketing plan can take inspiration from consumer trends. New trends can open up new target markets. For example, you might take advantage of the growing escape room trend by putting together a package detailing how your company can build one. With the ever-increasing concern for environmental sustainability, it’s worth emphasizing your eco-friendly materials and methods in your marketing material.

Look to trends to guide you on where and how to market. Instead of sending postcards with a single marketing message, include a QR code that ties your message into a larger digital campaign. On social media, pay attention to what types of posts are trending.

Trends can also influence your voice. Today’s consumers are generally put off by formal, traditional advertising and drawn to transparency and authenticity, which calls for a more conversational voice. Style trends matter, too. Make sure your website and other marketing material doesn’t look like something from the mid-90s or your prospects might wonder if your construction methods are equally out of date.

Why Defining a Unique Selling Proposition is Crucial to Your Success

You might not be the only construction company in town, but you are the only one with your exact skill set, experience, and personality. By defining a unique selling proposition (USP) that expresses those qualities, you let your potential clients know you’re the company for them.

Attract to Your Ideal Clients

Your success depends on finding clients who appreciate your skills and pay top dollar for them. To attract those clients, you need to market in a way that stands out to them and speaks directly to them. Your USP helps you do that. If you want more luxury spa hotel clients, your USP might focus on the mood your facilities create or the high-tech amenities you build in. If eco-friendly home upgrades are your thing and you love working with families, you might have “green home renovations for eco-conscious families” as your USP.

Increase Your Profit

Specialists nearly always command higher prices than generalists. By positioning your company as the go-to source for a particular service, you can charge a premium for your work to maximize your profits.

Your specialist status also reduces the perceived risk of working with you. It’s natural to assume a company with a focus on building refrigerated warehouses will do a better job on one than a general commercial storage construction company. When your clients feel secure in your ability to deliver top quality, they’ll be more willing to pay a higher price for it.

Enjoy Greater Customer Loyalty

Your USP is “unique” precisely because no one does it quite like you. When your clients feel they can’t get the same service elsewhere, they’ll be happy to come back to you for their next project. That’s especially valuable if you’re targeting property developers or other professionals who’ll be investing in projects for years to come. As an extra benefit, your loyal clients will be more likely to recommend you when a friend or colleague needs the services you specialize in.  

Do You Really Need to Develop a Buyer Persona?

Creating buyer personas helps you better understand your ideal clients so you can market to them more effectively and spot future business opportunities. They aren’t the only way to define your audience, though.

How Buyer Personas Help Guide Your Business

A detailed profile of the type of client you want to work with makes it easier to understand your target clients as fully fleshed-out individuals. You’re no longer targeting “property developers,” but 45-year-old John who has personal wants, needs, interests, likes, and dislikes that go beyond construction. With this information, you can create marketing that connects with your ideal clients on a deeper level and sets you apart from the competition.

The insight your buyer personas provide helps you decide where your future clients spend their time and what they do there, so you’ll know how to reach them and turn them into leads. If they’re more likely to be on Facebook than LinkedIn, it’s clear where your advertising money should go. Developing future services is also easier when you have a good idea of what your target clients are interested in and what they have and haven’t been satisfied with in past construction projects.

Other Ways to Understand Your Audience

If buyer personas don’t sound like your thing, get to know your target audience better first by defining their problems, then by deciding what solutions you can offer for them. Start by gathering basic information on your target audience. If you want to work with property developers who invest in multifamily housing, find out approximately how many of them are in your area.

Next, consider their goals and challenges, and what they’re ultimately hoping to achieve with their projects. Maybe they’re looking for distinctive architectural features that command higher prices or they’re interested in alternative construction methods that allow for lower-cost housing that sells faster. To better define your niche, look at where your target clients’ needs and wants overlap with your skills.

3 Key Ways to Stay Top of Mind With Your Prospects

Earning your prospects’ top of mind awareness takes consistent effort, but there are ways to do it that fit into a busy schedule and position you as a friend, rather than a pushy salesperson.

Reach out with value – If you want your prospects to remember your name, you’ll need to remind them often. When those reminders come along with useful information that helps them plan their construction projects, they’ll start to associate your name with good things. They’ll always be happy to see it and they’ll remember it when they’re ready to start their project. To stay consistent, plan scheduled content such as a quarterly printed newsletter, a monthly webinar or a live event such as a panel discussion a few times a year. A good email newsletter helps, too.

Make it personal – For your most promising prospects, keep up contact outside of your regularly scheduled content by passing along tips, news, and other information suited to their personal interests. When you get the chance, send them links to articles they might find helpful, let them know about upcoming events they might benefit from or share new business opportunities you come across. If your prospect learns something valuable at a property development workshop you told them about, they’ll remember you were the one who let them in on it.

Get serious about social mediaSocial media makes it easy to stay in your prospects’ field of view, but they’ll only pay attention if you make it worthwhile. Choose two or three platforms your ideal clients use and that you can post to consistently. Share valuable tips and guidance, but also occasional behind-the-scenes moments from your ongoing building projects or office life to develop a more personal connection with your followers. Use an editorial calendar to plan your posts so you’re not tempted to skip days because you’re out of ideas. Just as importantly, spend time interacting with your followers, too.

4 Essential Elements for Defining Your Brand

There’s a lot more to defining your brand than choosing a logo and fonts, but the process doesn’t have to be complicated. If you’re just getting started branding your construction firm, get the essentials down first.

  1. AudienceDefining your audience helps you clarify exactly who you’re trying to attract to your business. You can’t be all things to all people, but you can position yourself as the best company for dentists who want to expand their clinics or older adults who want to remodel their homes. Once you know who you’re targeting, you can design your marketing in ways that will appeal to that group.
  2. Story – Your brand story communicates your values, beliefs, and strengths in a way that makes an emotional connection with your would-be clients. The basic formula is simple: talk about how you noticed a problem, found a way to solve it, and now share that solution. Maybe you discovered that few small medical clinics were built to accommodate developments in technology, you worked out future-proofing solutions for these clinics, and now you have former clients calling to tell you how their clinics’ patients have benefited.
  3. Promise – Your brand promise tells your clients what kind of experience they can expect to have when working with you. It should be inspired by your core values and what you ultimately want to give your clients. If you do home remodeling, your promise might be “Homes that stand the test of time” or “Modern. Smart. Efficient,” depending on the clientele you’re targeting.
  4. Emotion – Even in a practical business like construction, emotion sells. Choosing one primary emotion you want your potential clients to feel when they think about your business helps guide the rest of your branding. Your logo style, color palette, and voice should all work toward evoking that emotion. If you specialize in office buildings, you might want your clients to feel the excitement of a fast-paced business environment. If you build single-family homes, you might focus on love and affection.

How to Effectively Use Interactive Content Marketing

Publishing dry technical content isn’t the only way to teach your website visitors about your construction services. By offering content that requires their active participation, you’ll keep your prospects engaged and teach them about your services in a clearer and more memorable way.

Make it Fun

The more enjoyable you can make learning about your business, the more time your would-be clients will spend doing it. Quizzes and tests are one of the simplest ways to do this. Pick a topic your audience cares about and help them check how informed they really are. Your quiz can cover something basic, such as knowledge of hotel construction vocabulary or a more complex topic such as financing options.

Assessments are another way to get your prospects actively learning. Like quizzes, assessments highlight problem areas in a way that encourages your prospects to get in touch with you. To pique curiosity, pose a question, such as “How well are you prepared for your home renovation?” or “Is your commercial property development business missing out on profits?”

Make a Personal Connection

By letting your prospects hear and communicate with you in real time, webinars help you build a stronger rapport and establish your credibility. They’re perfect for generating high-quality warm leads. To keep your prospects interested, design your webinar to solve a pressing problem or help participants reach a concrete benefit. Offer actionable guidance based on your own experience and hard data, but leave time for audience questions. If you’re targeting retail store owners looking to renovate, you might offer pointers on how to increase sales with a better store layout.

Don’t have time to develop a webinar? Try creating short interactive videos that feature you and your company’s work, and include rich media tags, clickable hotspots, polls, and quizzes. You’ll need a video editor that can add these features, but many video hosting services, such as Youtube and Vimeo, offer at least basic options for creating interactive videos.

Using Competitive Analysis to Supercharge Your Own Campaigns

competitor analysisIf you’re looking to get some use out of the information you collected in a recent competitive analysis, your ad campaigns are a good place to start. What you know about your competitors can help you refine your strategy and tap into new opportunities in the construction market.

Defining Your Market

Choosing the right target audience is a major part of what makes an advertising campaign successful. By helping you spot segments of the market your competitors have overlooked, a competitive analysis can uncover clients who are ripe for the picking.

Your analysis might reveal a whole niche you can move into unimpeded. If no one in your area is paying attention to the restaurant construction market, that might be something worth looking into. Information about your competitors can also help you narrow your niche down to find an audience you can appeal to with specialist expertise. If your competitors focus on general hotel construction services, you might want to refine your ad campaign to target boutique hotel or spa hotel clients.

Perfecting Your Marketing

When you what know your competitors’ strengths and weaknesses are in terms of advertising, you can more easily see what type of ad campaign will pay off for you. Maybe your main competitors are all running extensive Facebook ad campaigns, but they’re neglecting LinkedIn. That leaves an opening for you. On the other hand, it also tells you it’s probably a good idea to invest in Facebook advertising, too.

Your analysis can give you ideas on which benefits to highlight in your ads. If your competitors’ reviews are peppered with complaints about delays, use your ads to assure your audience you can stick to a deadline. You might also get ideas on what overall style to use for your ads. Are your competitors’ ads all strictly serious? Consider setting your company apart by mixing a little humor into yours.

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.