How To Manage Your Online Reputation And Why You MUST Do It

online reputation managementJust because you haven’t been actively managing your online reputation doesn’t mean you don’t have one. In fact, you might be surprised how much is being said about your construction firm online. A little more interaction will give you more control over the conversation.

Speak Up on Social Media

Social media has become the place to go to voice complaints, share success stories, and trade tips. Chances are, your clients and partners are already there talking about their experiences with your firm. By joining the conversation, you have a chance to show your appreciation, expand on the topic, and tell your side of the story.

Managing your online reputation doesn’t require you to be on every platform, but try to have an account on the three your clients use most often. Set up Google Alerts for your company’s name, the owner’s name, and other key terms so you’ll find out when someone’s talking about you.

Own Your Search Engine Results

When someone searches for your company online, you want the first results they get to be something you’ve written yourself that presents your company in exactly the way you want. The best way to accomplish that is by regularly posting valuable content. Consider developing a few in-depth “ultimate guide” blog posts on the topics your prospects are most interested in, such as “A Complete Guide to Profiting from Modular Construction.” Content like this attracts shares and links from other blogs, which boosts its position in the search engines.

Why Online Reputation Matters

Word of mouth has always been vital in the construction industry, but now the conversation has spread out across the internet. Your online reputation will develop with or without you. Neglect it and you could find the first search engine results for your firm’s name are the only bad review you’ve ever had and your competitor’s opinion on why he’s better than you. By taking an active role in your reputation, you ensure your would-be clients see you in a positive light first.

 

How To Use Branded Content To Generate Leads

brand marketing strategyIn today’s crowded construction market, traditional ads aren’t always enough to get your firm’s brand noticed. By using branded content wisely, you can not only reach a wider audience, but also connect better with your ideal prospects so they’ll be more likely to contact you.

Focus on Quality

For your content to garner any attention at all, it must offer real value. You’ll get more leads out of a single piece of well-made content than a dozen articles that blandly repeat facts your audience already knows.

Take the time to create content that’s not just informative, but also entertaining or inspiring. Aim to create content that resonates with your audience on an emotional level, not just an intellectual one. It’s this emotional aspect that sets branded content apart from ordinary content marketing material.

Using branded content doesn’t have to be limited to publishing blog posts, photos of your projects, and video tours of your job sites, either. An unusual format, such as a music video, a game, or a series of interviews can do a lot to set you apart from other construction firms and intrigue your audience enough that they make the effort to get in touch with you.

Guide Your Audience to You

While branded content can get your name in front of your target audience, it won’t necessarily bring you leads unless you steer your audience in the right direction. Your branding can be subtle or direct, but there must be some way for your audience to connect the content with your firm.

End your articles with a note about who created the content, with or without a call to action. In your videos, place your logo in the corner or create a simple outro that introduces your firm. If you prefer a more modest approach, include a link in the video description that leads viewers to a page where they can learn more about how the video was made and how your services fit in.

The Value Of Effectively Branded Content

brand buildingWhen your prospects have thousands of other construction firms just a click away, it’s hard to stand out based on your services alone. Consistent brand building shows off your unique competencies more clearly while also connecting with your ideal clients and building lasting loyalty.

Holding Their Attention

Branded content is any content strongly associated with a specific brand and that aims to evoke emotions and encourage interaction. It blends marketing with storytelling and personal relationships.

To create content like this, you need to start with your client’s own stories. That means really getting to know the people in your target market both by collecting data and by talking with them in person. Then associate what you learn with the construction services you offer.

Done well, you’ll have content that reflects your clients’ reality and connects with them on a personal and emotional level. When your prospects feel like your marketing message is speaking directly to them and has real relevance, they’re more likely pay close attention all the way to the end. You’ll then have a better chance to demonstrate the benefits of your services and why you’re better than your competition.

Capturing Their Hearts

While advertorials aim to soft-sell by focusing on facts, branded content combines facts with positive feelings. The emotional connection this kind of brand building content creates is something that can’t be easily replaced by another firm. As a result, your clients’ choice to hire your firm is no longer merely a coldly logical business decision, but rather a personal one.

Clients who are emotionally attached to your brand are more likely to advocate for you and send referrals your way. If an emotionally connected client is unhappy with something, they’re more likely to tell you and work things through, rather than simply move on to another firm. They’ll also be more willing to defend your name if you ever have a public relations issue. In addition, these clients are less price sensitive, meaning you can set more profitable rates.