How To Make Content The Cornerstone Of Your Marketing Strategy

content marketing strategyBecause traditional ads tend to get lost in the shuffle online, valuable content is an essential component of an effective marketing strategy. If you plan to base your marketing on content, first spend some time determining what, when, and where you’ll publish.

Focus on Your Audience’s Interests

For your online content to do its job of attracting your ideal clients and convincing them to work with you, it must be tailored to your audience’s needs. Aim to provide real benefits. Your content might get your readers up to speed on new construction trends, help them understand the differences between certain types of building material or explain complex regulations.

Start by creating content that addresses the most common questions you receive. Look at the content you’ve already published, too. Which blog posts have received the most comments and which social media posts see the most likes, shares, and replies? Use polls, surveys, and simple direct questions to ask your website visitors and email list readers what they want to learn more about. Invest in keyword research software to find the phrases your potential clients search for.

Develop a Publishing Plan

An effective marketing strategy demands consistency and that consistency is easier to maintain when you work from an editorial calendar. Create a calendar that covers your:

  • Website
  • Blog
  • Email list
  • And social media profiles

Be sure to also include a balanced mix of text, images, and video. Maximize your efforts by repurposing your content for different platforms. Your Instagram images can provide inspiration for a blog post. The information in that blog post can become the basis for a video.

Aim to plan at least three months ahead if not farther. That gives you time to develop seasonal content as well as content related to upcoming events. Using post scheduling software will save you time, but tailor your posts to each platform.

Valuable content is an excellent basis for an effective marketing strategy, but you’ll need to stay consistent and focus on your audience’s needs to get the best results.

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.