Planning Your Content Strategy Blueprint is Cruicial

content strategyThe content you publish online helps you attract new construction clients by showcasing your skills and positioning your company as a source of expert guidance. To get the full benefit of content marketing, though, you need a strategy to ensure all your content works together to turn casual browsers into clients.

Content that Gets Results

Without a plan in place, it’s all too easy to whip up whatever content you think might interest your target audience. This haphazard approach often leads to a random collection of blog posts that does little to convert clients. With a clear content strategy, you’ll be able to create the exact types of content you need to guide your readers from one stage of the buying cycle to the next. You’ll develop an organized body of content with each piece working together toward a goal.

If you build warehouses, you might attract potential clients with introductory content on how to tell when a business needs a new warehouse or what to consider when planning one. This content then leads your readers into the research stage with more in-depth material, such as tips on prioritizing warehouse features. Here you might invite them to join your email list or download a lead magnet. That content, in turn, encourages your readers to contact you about starting their project.

A Broader Reach

Having a strategy for what to do with newly created content helps you get your work in front of as many potential clients as possible. Your strategy guides you on how and where to share your content to reach your target audience and specific goals.

If your content strategy involves offering home renovation inspiration, you might choose Houzz, Facebook, and Instagram for promotion. Then after you publish a blog post, you’ll know to pick an image and caption from the post to share with your social media followers instead of sitting there wondering what to do with your new content.

Tactical Marketing – Getting Serious About Lead Generation

tactical marketingWhether you’re a generalist or a specialist, understanding your target market is critical to connecting with potential clients and winning more bids. Once you’ve done the groundwork, though, you need specific steps to bring in leads. That’s where tactical marketing comes in.

Tactics Make Your Strategy Happen

The term tactical marketing is used in contrast to strategic marketing. Strategic marketing is your first step in building a marketing plan. It’s about deciding who your ideal clients are, what information to present to them, and how to present that information. When you’re clear on that, it’s time to move on to tactical marketing – executing specific tasks to put your strategy into action. For most construction firms, that means using tactics such as cold calling, placing ads, and building a lead-generating website.

Strengthening Your Tactical Marketing Game

Beyond cold calling, there are a few other highly effective construction lead generation techniques worth adding to your tactical marketing plan.

Ad campaigns – Because construction services have such a long buying cycle, a single ad with only your company’s name and phone number is unlikely to get attention. A complete ad campaign, however, helps you attract leads by zeroing in on their interests. Start by creating an offer tailored to a specific segment of your target market. Publish ads that promote your offer and take prospects to focused landing pages where they can sign up.

Referral program – A structured referral program encourages word of mouth. Create a simple form you can offer your satisfied clients after you’ve helped them solve a problem and when their project is complete. Consider offering rewards for client referrals.

Strategic alliancesPartnering with businesses that offer complementary products or services lets you tap into a whole new audience. So if you specialize in warehouse construction, you might partner with a warehouse equipment company. You can create a useful giveaway, such as a tips sheet or checklist your partner can offer their clients, or even work on a joint project.

 

3 Inbound Marketing Techniques to Try Today!

inbound marketingGet your inbound marketing right and you’ll enjoy a steady stream of warm construction leads coming right to you. It might sound like a big job, but by starting with a few proven techniques, you’ll only need a little well-aimed effort to see results.

  1. Offer High-Value Gated Content – Offering free, genuinely useful guidance is one of the most effective ways to attract high-quality leads. Consider your ideal clients’ greatest challenges and create content that helps them solve it. That could be an email course on choosing features for education facilities, a webinar on budgeting for a luxury home remodel or an office construction cost calculation tool. Make this available in exchange for an email address and promote it on your website, blog, social media accounts, and elsewhere. Creating content takes time, but you can start researching ideas today.
  2. Choose Your Keyphrase Wisely – While keywords and phrases are no longer as critical as they once were, there’s still benefit to be gained by strategically optimizing for the right ones. To maximize your SEO efforts, choose just one or two moderately competitive phrases you know your ideal clients use to search for construction services online. Going after “construction company New York” might be too ambitious, but with “luxury remodel Staten Island” you have a real shot at a top ranking. Tools such as Google’s Keyword Planner and the Moz Keyword Explorer can give you some ideas.
  3. Optimize Your Website – At the foundation of every in-bound marketing strategy is a website that’s well optimized to turn visitors into leads. Make sure your site provides a simple, obvious path that guides visitors toward providing their contact information. On your homepage, use a clear, benefits-driven headline and include a call to action that encourages visitors to learn more. Prominently display your phone number and other contact information. Ditch the bland stock photos and use real images of your projects and team. Even minor improvements can make a noticeable difference, so there’s a lot you can do today.

Online Advertising – When Does It Really Make Sense?

online advertisingWith the rise of the internet, homeowners, property investors, and your other potential clients have countless new ways to find what they want. Sticking with print advertising alone means missing these new opportunities to reach them. If your ideal clients use the Internet, then online advertising is a sensible investment.

Extending Your Market Reach

Ultimately, online advertising makes sense if it brings you more revenue than it costs. That doesn’t mean just bringing you more of the same old clients, though. Digital advertising lets you more effectively reach the type of clients you really want so you can win more profitable projects.

If you’re moving from general commercial construction into medical facilities construction, you’ll have more ways to reach this specific target market online than through trade magazines alone. If you do remodeling and you’re tired of low-budget clients, online ads can help you zero in on wealthier, luxury-oriented homeowners.

The only time digital advertising isn’t worth it is when you know with certainty that your target clients are rarely online.

Fine-tuning Your Strategy

Paid online advertising is complex. There are search engine ads, social media ads, email ads, video ads, and native ads, and each has its own set of best practices that are constantly evolving. Because of this, advertising on the Internet only makes sense when you have a well-defined goal and a clear plan for reaching it. Without this, you’ll only waste time and money.

Before you jump in, research where your ideal clients spend time and what they’re looking for online. Are those wealthy homeowners on Pinterest browsing for sunroom ideas or are they reading blogs about renovating historical homes?

Make your ads a strategic part of your marketing funnel. Offering a lead magnet, such as a free case study or email course, will get better results than just giving your prospects a number to call. Have a plan for tracking the results of each ad so you’ll know which to continue and which to drop.

How to Use a Q&A Podcast to Connect With Potential Clients

Constrpodcastuction is a complex, often bewildering field and your would-be clients are out there right now looking for answers to their questions. Running a Q&A podcast helps you attract those potential clients and position yourself as an expert they can trust to bring their projects to life.

Choose Questions that Matter

For your Q&A podcast to make a real connection, you’ll need to focus on the questions your ideal clients want answers to most. Choose a theme, but keep it broad so you don’t limit your audience unnecessarily. If you want more hotel construction clients, go with “hotel construction” as your theme rather than “renovating boutique hotels.”

When you start out, answer questions you’ve received through email, blog comments, social media or in person. Researching trending topics can give you more ideas.

In your answers, aim to provide genuinely useful information, but also let your audience know exactly how your services can help solve their problems. For social proof, occasionally invite a client onto your show and ask them about their experience working with your company.

Have fun and let your personality shine. Giving your listeners a chance to hear your voice and get to know you as a person is a big part of what makes a podcast effective.

Turn Your Listeners into Leads

Include calls to action (CTAs) at the beginning of each episode, a little before the half-way point, and at the end. Instead of trying to get your listeners to call and schedule a meeting, offer additional valuable content relevant to their interests.

To make it easy for listeners to give you their contact details and get the lead magnet content you’re offering, use a service that lets them sign up by SMS. These services provide a short phone number where your listeners can send a one-word text, such as “build.” The word triggers a text message from you with a link to a webpage where they can sign up by email and get their free content.

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.

 

How To Effectively Integrate Infographics Into Your Marketing Strategy

infographic strategyFew types of content are more sharable than infographics and in the data-reliant construction industry, you’ll never be short of topics to cover. Developing an infographic marketing strategy, however, takes a little planning.

Choose Attention-Grabbing Topics

To find compelling topics for your inforgraphics, consider which subjects are popular among your blog readers and the kinds of issues your existing clients often want to discuss. By addressing your ideal clients’ most pressing concerns, your infographic will not only get your current follower’s attention, but will be shared more often, too. Shares extend your audience reach, increase your brand awareness and authority, and help your website rank higher in the search engine results.

If you specialize in prefab houses, you might create an infographic called Tfends in Prefabricated Construction. If you’re targeting commercial real estate developers, an infographic with data on profitability in commercial real estate might work well. Creating an infographic to attract more attention to one of your best lead-generating blog posts is also an option.

Draw Your Readers in

Your blog is an integral part of your infographic marketing strategy. By itself, an infographic is unlikely to bring you any leads. What it can do, however, is draw your prospects to your blog to learn more about the topic covered. Along with your infographic, develop a related blog post that expands on the data and concepts covered in the infographic.

Work to Get the Word Out

While infographics are highly shareable, getting the initial word out takes some effort. Start by sharing your infographic on your social media accounts and asking your friends to share it from there.

Don’t be shy about contacting bloggers in complementary fields, such as architecture or real estate development, to let them know you have content their audience might benefit from. On your own blog, include an embed code with your infographic to make it easy for other bloggers to publish your infographic with a link back.

 

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.