How to Use Construction Data in Your Content Marketing Book

content marketing book

You won’t hear many construction industry professionals say, “I wrote the book on…” There aren’t that many books written about content marketing using construction data. There simply aren’t that many construction-industry books, period.

What is Construction Industry Content Marketing?

Content marketing is a strategic marketing approach…to drive profitable customer action. Content Marketing Institute

If it sounds to you as if content marketing is a fancy name for advertising, you’re right. Kind-of.

Advertising takes a direct approach. “Buy now.” “Visit our showroom.” And these words are used in billboards, television, radio, newspaper, direct mail, and other traditional advertising venues.

Content marketing is more subtle. Construction industry content marketing targets your specific customers (You sell lighting; you need to appeal to interior designers, homeowners and architects.).

You share information that appeals to these potential customers: “Why Direct Sunlight is More Popular Than Ever in Commercial Construction.”

It’s advertising, but you’re using the internet and social media as your billboards. This is truly the Information Age and consumers want to know more about…everything.

3 Ideas for ‘Writing the Book’ Using Construction Data

If you’re willing to share what you know using timely construction industry data, why not write a book? An ebook would be cost-effective and garner more hits on the internet than a printed version.

History always repeats itself, and you can study industry trends to predict the future. Here are some construction industry-related title ideas. You are welcome to “steal” them:

  1. Common Mistakes in [doing what you do]
  2. Examples of Outdoor Living Spaces
  3. Ways to Get [results they need, want, etc.]

These book titles could work if you use information gathered from remodeling construction data:

  1. Renovation Mistakes
  2. Ways to Increase Your Home Value
  3. Should You Move or Remodel?

You can use these ideas based on new-build construction permits in your demographic:

  1. Architectural Styles
  2. Best Places in [State/County/City] to Build a New Home
  3. Ways to Hire the WRONG Contractor

You have valuable knowledge to share. Contact Construction Monitor for more information about using that knowledge to generate revenue.

How to Use Construction Data to Drive Your Paid Search Plan

paid search plan

Do you ever feel as if you know just enough about advertising options to be confused but not enough to be effective? That’s how business owners in every industry segment feel at some point, including companies that depend on construction data for jobs.

“In order to win business, you have to submit bids,” says author Sarah Danks. “In order to submit bids, you have to have leads to send them to.”

It’s a fairly simple concept, but the logistics can be tricky. To find leads, you use construction data. But you also need an internet advertising strategy that lets leads find you.

Construction Data for Paid Search

Paid search advertising – also known as CPC (cost-per-click), CPM (cost-per-thousand impressions), PPC (pay-per-click) and SEM (search engine marketing) – is a win-win. You only pay for those ads that are seen (clicked). To generate interest, you embed keywords in your content.

Here’s an example: Your construction data service reports an older section of your town has been awarded historical status. Several grants and incentives are being put in place to encourage homeowners to restore their properties. This is a great opportunity for them to upgrade their plumbing, insulation, or heating/cooling systems.

These homeowners will be looking for help before remodeling/building permits are filed. They are going to be looking for your products and services. Keywords are important, but one marketing solutions professional says the only way to guarantee your company is front and center is with paid search ads.

Your construction data informed you about the market shift in that area. Now it’s up to you to take advantage. The potential customer is going to be searching for products and services that are your specialty. With paid search, you’ll be there when they’re looking.

You’ll Understand What They’re Looking for…And What They Need

Construction data can reveal industry trends in your area of the country. You can see what your competitors are doing and learn more about customer personas and buyer profiles. You can see what may be missing and fill that gap. It’s called “informed marketing” and it’s the engine that drives your business development and advertising.

You shouldn’t have to wade through irrelevant data. Construction Monitor customizes the information for you. Contact us to learn more.

Construction Data: Getting More Value From Social Media Marketing

social media marketing

Social media holds a lot of potential for a resourceful construction company, but it also poses the risk of turning into a frustrating time sink if you jump in without a plan. Building your social media marketing plan with hard data helps ensure your efforts bring profitable results

Focus on Their Interests

Choosing attention-grabbing topics for your posts is an essential part of successful social media marketing. Construction data can help you plan your posts by giving you insight into what your ideal customers might want to see.

If you specialize in light fixtures and building permit data shows home remodeling is booming, you might focus on giving advice to homeowners planning to remodel and suggest ways to include your light fixtures. If more permits are going to industrial projects, you might post tips on improving safety and productivity in factories and warehouses, and demonstrate how your light fixtures can help.

Appeal to Their Budget

If you’ve ever avoided a business just because it looked out of your price range, you know the importance of making the right first impression visually. On social media, photos, graphics, and videos are a critical factor in the image your company projects. By telling you how much your target customers are spending on their projects, building permit data can help you define what kind of image will appeal to your target customers.

If you sell tile and stone and find a large number of permits issued for new high-end retail spaces, you’ll want visuals that convey the classic beauty of your products. You might attract these customers with professional shots showing how your gleaming marble flooring will set off their teak wood display cases. When more permits are being issued for moderately priced spaces, though, you’ll need a different approach. These owners might be more interested in images that show how their customers’ muddy boots are no match for your granite floors.

For more tips on building your social media marketing plan with construction data, contact us at Construction Monitor.

Using Construction Data to Improve SEO

construction data

If you speak with an old-timer in the construction industry, it might sound as if things were easier before the internet. Everyone knew everyone else, and local jobs were bid by the same area companies every time.

It worked. You didn’t need a website or a blog to get work and find customers. Today, you need as much industry-specific information as possible and you need SEO.

What Is SEO?

Search engine optimization is ensuring your company appears when potential customers enter text into Google’s search box. You want to appear on the first page of their search.

If an architect has plumbing design questions, the search engine query might be: “Plumbing contractor Tomball Texas.” If that’s your market, your company should appear in the architect’s search “window.”

Blogs help because they are a great venue for embedding keywords, linking to your company, and highlighting what you do into the content. This increases the number of website visitors.

How to Use Construction Data for SEO

Your first step toward SEO is to get the information you need for your target demographic. Building permits reports can tell you what areas of a city/county/state are growing, which are declining, and where remodeling construction is trending.

Even if you’re the Big Kahuna in your construction-industry subsector, smart businesses keep an ever-watchful eye on trends. This can reinforce your marketing strategy or signal it’s time to move in another direction. What’s important is you need knowledge and you need to use it for profit.

Example: Building permits for warehouse construction are increasing in a nearby county. What does this mean for your company?

  • If you’re a management company, this means businesses may need inventory management services.
  • If you’re a moving company, this means some businesses may require heavy-lifters and transportation services for large inventories.

Cleaning companies, building materials companies, plumbing, roofing, solar energy solutions companies, if your business is a for-profit, building permits can provide marketing direction.

Construction Monitor Has the Data

Time moves faster today; no doubt about it. Don’t waste it. Contact Construction Monitor for timely construction industry information.

Who Can Benefit from Building Permit Data?

building permit data

Every company – online or physically landlocked, small business or mega-corporation, service or sales – can benefit from building permit data. Can you think of any organization that would not need information that is one of the data sets used on a national level to review and predict economic trends?

At the national level, the New Housing Permits Data series
is one of the 11 data sets comprising the Composite Index
of Leading Economic Indicators.
 –InContext

New housing starts and remodeling information actually benefit businesses more on a local level than nationally. This is especially true when used as economic predictors; marketing campaigns can be developed using business permits data.

Examples: How to Use the Information

On a macro level, permits can reveal broad trends like economic growth, gentrification, adoption of solar technology, and more.ICC

Building permits are usually needed for:

  • Building additions
  • Electrical systems
  • HVAC (heating, ventilation, air conditioning) systems
  • New building construction
  • Plumbing systems
  • Renovations
  • Residential work

Here are ways companies use building permit data to drive marketing strategies:

  • Garage conversions to living space
    • Apartment-sized furniture space
    • At-home elder-care services
    • Carports
    • Interior design
    • Plumbing services

…and more

  • New homes
    • Contractor bidding
    • Home furnishings
    • Landscaping
    • Property management
    • Recycling/waste management services
    • Urgent care facilities

…and more

  • Swimming pools/spas
    • Deck sales/construction
    • Filtration system upgrades
    • Patio furniture
    • Pool chemicals/maintenance services

…and more

Prepare for 2020…and Operate with a Sense of Urgency

Construction Monitor provides building permit information when you need it: weekly, monthly, quarterly, or annually. You or a designated member of your organization can begin analyzing and applying that knowledge quickly.

This year, lead generations can make the difference between getting by and getting better. You are about seven times likelier (than your competitors) to have a meaningful conversation with a company decision-maker if you respond faster.

The largest distributor of construction industry data can help you build your business in 2020. Contact Construction Monitor to learn more.

Craft the Perfect Email Pitch Using Construction Data

construction data

The success of your email pitches depends heavily on how well you understand your potential customers. By filling in the background information on your prospects, construction data helps you create highly targeted pitches that appeal directly to your prospects’ strongest interests.

Choose the Right Subject

Above all, your prospects are interested in offers that directly relate to their needs. By telling you about what’s happening in the current construction market, construction data helps you choose a subject that’s relevant to your prospects’ needs.

A review of local building permit data might show you multi-family housing projects are booming right now. If you’re a general contractor pitching to a property developer, an email describing how your skills can benefit their next apartment building project will have a good shot at grabbing their attention. If you want to sell windows and doors to large construction firms, you might create a pitch detailing how your modern designs add curb appeal that draws renters. Choose a defined topic for your email pitch and finish up with a subject line that clearly states the email’s purpose.

Target Your Pitch

An email that makes a personal connection with your prospect stands out from your competitors’ cookie-cutter pitches. No matter how well you research your prospect, though, you won’t learn everything about them. When you can’t track down all the details, construction data helps you make educated guesses.

The data can tell you which construction firms in your area are most successful. By researching these firms, you’ll learn more about common concerns you can address in your email pitch. You might find commercial construction firms are doing well with retail building projects, and that several of these companies pride themselves on using custom-made, precision-built structural components.

As a truss manufacturer pitching to commercial developers, you might decide to talk about customization options in your email pitch to make a deeper connection with your prospect than your competitors who only offer a list of generic benefits.

To learn more about using construction data to create attention-grabbing email pitches, contact us at Construction Monitor.

4 Things You Can Learn From Construction Data

construction data

Comprehensive construction data can give you a lot more than just raw numbers. By looking a little deeper into those numbers, you’ll gain insights that help you connect with your target customers more effectively and direct your business more profitably.

  1. Profitable opportunities – Examining data on building permits can tell you where the money in your industry is going. If you see a lot of permits issued for industrial building projects, as a specialist in waste management systems, it might make sense for you to focus on systems that can handle industrial waste. You’ll also learn about the average value of these projects, which can help you decide how to appeal to your potential customers based on their budgets.
  2. Construction hot spotsConstruction data shows you where building is booming in your area so you can target your offline advertising to the most receptive markets. You might find there’s a lot of remodeling going on in your city’s wealthiest neighborhood. If that neighborhood is full of older homes and you sell paint and wall coverings, you could market to these homeowners by describing how your products will help them retain the original character of their homes.
  3. Your prospects’ personal interests – The kinds of projects your target customers are working on can give you insight into their personalities. If cabins are popular with your target demographic, chances are they’re outdoorsy types. If they’re building large garages, that could point to an interest in vehicles, including boats and snowmobiles. That’s information you can use to build a more personal connection and position yourself as the company that really “gets” them.
  4. Emerging risks – By tracking building permit data over time, you’ll quickly notice when certain project types are heading into decline. Maybe you’re having success building garages now, but you notice permits issued for new garages have started to drop off. Spotting the change early gives you plenty of time to shift your focus.

Learn more about getting the most out of your construction data at Construction Monitor.

How to Use Construction Data to Prospect for New Customers

Use Construction Data

The more you know about a potential new customer when you first approach them, the better your chances of winning the sale. In-depth construction data arms you with insight into what your prospects are looking for, which will help you engage them with irresistible offers.

Warm Up for Cold Calls

Phone prospecting for potential buyers is one of the most effective tactics in the construction industry, but it doesn’t have to mean going through a list of phone numbers and hoping they want what you’re offering. Construction data can help you learn about your prospects’ interests so you can prepare enticing offers before you pick up the phone.

If you’re a general contractor, the data might show you high-value kitchen remodels are the most common type of work going on in a certain area. Knowing this, you can prepare your calls to this area by talking about your experience with high-end kitchens.

If you’re selling to large construction companies, data on the top local companies can enhance your prospecting calls. Maybe you discover companies are having success with commercial office projects. As a floor covering specialist, you can be ready to talk about how the durable, low-maintenance carpet and vinyl tile you offer are perfect for commercial offices.  
 
Host a Prospect-Pulling Webinar

A webinar helps you attract highly targeted leads by offering information so valuable your ideal clients will seek you out to get it. However, to run a successful webinar, you must focus it wisely. To attract prospects who are likely to buy, you’ll need to appeal to their specific interests and offer concrete benefits.

Construction data lets you hone in on the topics your ideal customers are most interested in. If the data tells you a lot of retail space construction and remodeling is going on right now, you’ll know a webinar called How to Light Your Retail Showroom to Maximize Sales has a good chance of attracting potential customers. Now you can prospect by inviting your potential customers to your webinar instead of hard-selling.

To learn more about using construction data in your prospecting, contact Construction Monitor.

How to Learn About Construction Trends in Your Area

Construction Trends

Learn to spot construction trends before your competition and you’ll gain access to pools of potential clients eager to get in on the next big trend. Construction data makes it easy to identify emerging trends by showing you exactly how your target market’s demands change over time.

Track Building Permit Data

An increase in building permits issued for a certain type of project is a clear sign demand for this project is trending upward. If you see bathroom remodels are starting to overtake kitchen remodels, that tells you not only what skills your would-be customers might be looking for in a general contractor, but also what kind of cabinets, countertops, and floor coverings will interest them. As a roofing contractor, you might notice the demand for roof replacements is down, but more homeowners are building additions, so you can adjust the focus of your marketing accordingly.

With access to in-depth building permit data, you’ll see not only what types of projects are gaining popularity but also which aspects of those projects are changing. Even if the popularity of kitchen remodeling is holding steady, you might discover the average value of those projects is rising. That could mean homeowners will be increasingly interested in luxury products.

Examine Data on Leading Construction Firms

Paying attention to what the most successful construction companies in your area are doing can lead you toward profitable trends. Data on these companies can tell you what types of residential and commercial projects they’re focusing on, how much these projects are worth on average, and where the work is happening.

Looking over the data on the biggest local company might show you they’re shifting their efforts toward commercial office spaces. If all three of the local top companies are making that move, you’re probably onto a trend. As a building materials supplier, you can get in on the trend by preparing to stock more material suited to office construction and targeting your marketing towards the needs of commercial builders.

For more on using construction data to spot profitable trends, contact us at Construction Monitor.

Getting More Value From Construction Data

Construction Data

Construction data services make it easy to pull up the exact market data you want, but once the data is in your hands, it’s on you to make the most of it. Knowing how to extract more value from the information you have puts you ahead of your less-savvy competitors.

Get an In-Depth View of Your Market

Building permit data gives you an overview of the type of construction projects in demand in your area, but that’s not all it’s good for. Project value can tell you what kinds of products are likely to sell well. If you sell cabinets or countertops and notice a lot of budget-conscious bathroom remodels going on, you can be sure you have potential customers out there looking for budget-friendly materials. On the other hand, if high-value bathroom remodels are on the rise in your area, make sure you can provide the kinds of timelessly fashionable, high-quality products affluent homeowners want.

Permit data can also help you find general trends in the market. If new roofs and kitchen remodeling projects are popular at the moment, that suggests residents are focusing on their existing property. A lot of new swimming pools and weekend cabins, however, might tell you your would-be customers are interested in developing their property beyond what they already have. That could mean they’re in the market for home additions, too.

Learn From The Competition

When you go through local building permit data, pay attention to which construction companies are working on the kinds of projects you want. Is there a reason they’re getting the jobs and you’re not? Maybe your company has more expertise, but your marketing isn’t making that clear.

Find the top three or four companies that serve your market and identify what they have in common. As an insulation contractor, if you find the biggest general contractors near you focus heavily on industrial projects, you’ll know there’s likely to be money in industrial insulation.

For tips on getting the most out of all the construction data you have, contact Construction Monitor.