Business Is Booming – But Don’t Slow Your Marketing Efforts!

When you’ve got all the business you can handle, it seems reasonable to cut down on marketing to keep your schedule sane. Do that, though, and you’re liable to fall into a cycle of feast or famine. By working on long-term marketing instead, you’ll always have a construction project in the pipeline.

Build Your Email List

When a prospect joins your email list in the early planning phase of their construction project, you’ll have months to demonstrate your expertise and build rapport. By the time they’re ready to hire a construction company, you’ll be far ahead of anyone they come across later through a casual online search. Start connecting with prospects early by contacting landowners who’ve recently applied for a building permit. Get in touch and offer a free guide, white paper or other lead magnet as an incentive to join your email list. The insight you gain from their building permit will help you choose a lead magnet they’ll be motivated to sign up for.

Stay Up on the Trends

Just because you have a good thing going now, that doesn’t mean it will last forever. By staying on top of declining and emerging trends, you won’t be left without clients when the winds shift. Construction industry data can help you do that. If you specialize in commercial construction and notice a dropoff in the number of building permits granted for small commercial buildings, but an increase in permits for larger facilities, you might want to change your focus in the future. If you’re a building materials supplier and notice more homes being built with outdoor living spaces, it might be worth adding more decking material to your product line.

Polish Your Public Relations

Good PR gets your company’s name known in the community, and builds your credibility and positive reputation. Knowing the current market trends can help you understand what matters most to your ideal clients so you’ll know where to focus your PR efforts. If eco-friendly building materials, solar panels, and green roofs are trending, it makes sense to target your PR efforts towards environmental causes.

Why You Should A/B Test Updates to Your Construction Website

Small improvements to your website can make the difference between a potential construction client contacting you or clicking away. By A/B testing your website updates, you’ll see what changes are bringing good results so you can capitalize on them even more.

Get the Results You Want

The goal of any website update is to improve your metrics, whether that means lowering your bounce rate (the rate of visitors who view one page, then leave), encouraging more visitor engagement or increasing leads. Especially if you’ve paid a professional designer, it’s easy to assume any changes are for the better. That’s not always the case, though.

An A/B test shows you which updates are helping and which aren’t. A major change in layout might end up confusing your visitors. If they can’t find the content they want quickly, you’ll get fewer leads. Updates that are good for aesthetics aren’t always good for business. Considering how important eye-catching images are on a construction website, you might think a slick-looking image carousel or hero image of a recent building project could only help. If you find these features increase your bounce rate, though, you’ll know to look for something more engaging for your homepage.

Quantify Your Improvements

Even if you know which recent updates have improved your website metrics, it’s helpful to have some hard data on those improvements. A/B tests let you collect data on both the old and the updated version of each part of your website. If you spot a change that’s getting especially good results, you’ll know where to focus your efforts.

Maybe your new homepage features a downloadable case study on your recent multi-story car park project and you find it’s bringing you a lot more leads. You might want to make that case study even more prominent on your homepage or try out other types of lead magnets. A guide on budgeting a commercial construction project might bring more leads still.

Can an Email Newsletter Really Help Your Business?

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.