3 Ways to Incorporate Infographics Into Your Marketing Efforts

infographicBecause they grab attention, convey information quickly, and easily garner social media shares, infographics are a valuable marketing tool in the data-heavy construction industry. Using them throughout your marketing helps you reach a wider audience and connect with them faster.

Connect Them to Your Content

Every inforgraphic you create should tie into other content that expands on the topic and leads readers toward contacting you. A blog post, video or downloadable case study are all possibilities. If you create an infographic that gives property developers the dish on this year’s hot trends, connect it to a blog post describing how your company can help them cash in. If you make one about environmentally sustainable building materials and practices, tie it to a video on how you use those materials and practices in your clients’ projects.

Share Them on Social Media

As one of the most shareable kinds of content on the Internet, infographics are practically made for social media. This goes double if they include handy tips or surprising facts that make the one sharing them look helpful and knowledgeable. Facebook, Twitter, and LinkedIn are some of the best places to post your infographics, but Pinterest is another good bet if you’re targeting home building and remodeling clients. Link your infographic back to a relevant webpage or other content where potential clients can learn more.

Include Them in Newsletters

Attention spans are short when checking email, so the faster you can get your point across, the better. Infographics let your readers get the gist at a glance so you have a better chance of tempting them back to your website. While you can use one long infographic as your newsletter’s main body, there’s a high risk it will get caught in the spam filters. Instead, use small infographics to illustrate single ideas. If your newsletter talks about the three biggest pitfalls to avoid when planning a hospital renovation, include an infographic that illustrates each pitfall with an eye-catching icon.

How a Slide Deck Can Help You Showcase Your Value to Potential Clients

slide deckSlide deck presentations don’t have to be boring. With good organization and a little creativity, you can turn your presentations into highly effective tools for convincing prospects of the value you’ll bring to their construction plans.

Tell a Story

If you’re trying to win over a new client, the goal of your slide deck presentation is to persuade them by providing information. A mess of disjointed data from past projects can’t do that. By organizing your presentation as a story, though, you can convey information in a clear, memorable way.

Remind your audience of the problems they’re facing, show them how things could be instead, then show how your company can get them from A to B. So if your prospects are looking for an expert in modernizing office buildings, you might start by describing problems such as energy inefficiency and crowding, then show how your company has solved these issues with energy-saving features, public spaces, better building access, and other improvements. To keep things clear, stick with three main benefits your company offers and three points about each.

Think Visually

We tend to process information presented visually faster and remember it for longer than written information. Slide decks are perfect for conveying your value visually, but so many presenters miss the opportunity by transferring text directly onto their slides in the form of full sentences and bulleted lists. The result is dull and confusing.

Instead, use visuals to clarify and augment your points. Each slide should give an instant visual summary of the specific value you’re presenting, while you fill in the details verbally.

Put some thought into the best way to represent your main points visually. Replace bullet points with diagrams or illustrate features and benefits with icons. For example, you might use a colorful blow-up drawing to show the energy-saving features commonly included in your buildings. Combining a photo of a finished building project with a graphic illustration of the value you brought to that project is another option.

3 Key Reasons to Use Ebooks in Your Marketing Efforts

ebook marketingThe complex, ever-changing technology of the construction industry can make it hard for your potential clients to decide which company is right for them. Ebooks help solve that problem by letting you demonstrate your expertise in a way that guides your readers toward choosing your company.

  1. Build credibility – Because the typical ebook focuses on a single, narrow topic, it gives you a chance to include facts, data, and your own personal insight to show your potential clients you know what you’re talking about. You’ll also have space to highlight client success stories. If you specialize in renovating retail spaces, you might write an ebook that helps first-time specialty store owners understand ADA accessibility guidelines and the options your company can offer for meeting them.
  2. Reach a wider audience – Offering your ebook in exchange for an email address is a good way to bring in new leads, but it’s not the only way. If your ebook solves a common problem or covers a current hot topic, chances are your prospects will pass it on to their friends and colleagues. You’ll reach potential clients who might never have known about you otherwise. To get even more eyes on your ebook, email complementary blogs and let them know you have something that could benefit their audience.
  3. Educate your prospects – When a would-be client isn’t sure exactly what they need, they’re liable to pass your company by even if you’re a perfect fit. They might know they need a new pediatrics center, but have no idea how to start working with a construction firm to plan one. With an ebook that helps potential clients in the early stages of planning, you set the foundation for a trusting relationship that will be hard for your competitors to match. Beyond just guiding prospects in the basics, your ebook can also show them how your company’s services are different and why that matters. If your pediatrics centers feature unusual, child-friendly architecture, your prospects should know.

 

Why Blogging Should Be The Hub Of Your Digital Marketing Strategy

blogging strategyBy helping more people find your construction firm and turning those individuals into warm leads, a blog acts as the linchpin that keeps your digital marketing strategy running smoothly. The better you understand how your blog does this, the better you can manage it to your advantage.

Reach Out to Your Market

Blogging helps improve your search engine ranking by keeping your site regularly updated with fresh content and increasing the amount of searched-for phrases on your site, as well as by attracting links from other websites and social shares from your readers.

Your blog also makes it easier to reach your potential clients on social media by giving you a source of content to post. Plan content for your blog, then draw on it for your Facebook posts, Instagram pictures, and Twitter tweets. If you write a post about renovating a clubhouse one week, you can use photos, tips, and interesting facts from that post as the week’s social media content.

Build Stronger Connections

When a potential lead does click through your search engine link or social media post, your blog will be there to welcome them. Unlike a skimpy brochure website, a blog can hold their attention with valuable content, demonstrate the benefits of working with your firm, and lead readers toward handing over their contact information. Your blog’s RSS feed and email digests give you more ways to stay in touch with your prospects.

To keep your prospects interested and build a good rapport, your digital marketing strategy needs a mix of content that lets your audience interact with your company in a variety of ways. A blogging platform makes it easy to upload and organize all kinds of content, including images, videos, audio, and downloadable PDFs.

As an added benefit, a blog gives you a way to gather data such as keyword activity, page views, and click paths that tell you what your target audience wants so you can give them more of it.

 

Why You Need A Digital Marketing Strategy

digital marketing strategyJust a decade ago, word of mouth and a few strategically placed print ads may have been enough to bring in a steady flow of construction clients. These days however, if you don’t have a cohesive digital marketing strategy, you risk being left behind.

Lead Your Prospects to the Sale

Because choosing a construction firm is a major decision, your prospects need time to get to know and like your firm before calling you for a consultation. To avoid losing their interest before then, you need to lead them step by step through the sales process.

Without a strategy, it’s easy to become overwhelmed with your online marketing options and end up taking a scattershot approach. If you’re only publishing a few posts here and there on blogs or Facebook, your prospects won’t see the next step to take in getting to know your firm and are likely to forget about you.

A defined digital marketing strategy leads your prospects through the stages of awareness, interest, desire, and action. It helps you guide your prospects from the first time they discover you in an online search or on social media, through signing up for your free downloads or email list, to finally contacting you.

Use Your Resources More Efficiently

With so many ways to promote a construction firm online, without a plan, you’re liable to spread your resources too thin and waste time on fruitless tactics. Developing an online marketing strategy helps you determine the most productive uses for your time and money. By mapping out exactly how you’ll reach out to prospects and lead them toward a sale, you’ll know where to concentrate your limited resources.

When you know how each component of your strategy fits together, you’ll be better able to analyze your results and optimize your approach.

A strategy makes budgeting and hiring easier, too. You’ll know ahead of time what funding, skills, and other resources you need to execute your plan.

Take time to create a digital marketing strategy, and you’ll attract more clients in less time while staying ahead of your less organized competition.