The Importance of Pinpointing Your Target Audience

No matter how broad a range of construction services your company provides, not everyone who could work with you will. By clearly defining your target audience, you’ll be better able to find and connect with the right prospects for you to bring in more leads for your marketing dollar.

Know Where to Find Them

Before you can market to your potential clients, you have to reach them. The better you understand their demographics, habits, and preferences, the more accurately you can identify where they’re likely to spend their time. This, in turn, shows you where your marketing money and efforts are best spent. If you specialize in single family homes and you notice an uptick in building permits granted for large houses and room additions in your region, you’ll know to target your marketing toward growing families. If you notice more permits granted for renovations, you might want to target owners of older homes.

Know How to Appeal to Them

Understanding who you’re targeting helps you better use the data you have to find marketing angles that will appeal to your ideal clients. Building permit data doesn’t just tell you what new structures are going up, but it also tells you about the age of the buildings in your area to help you find clients who might be needing work done soon. That can be a valuable source of leads if your company focuses on renovations and remodeling.

Data on what other large construction companies near you are building can also give you ideas. If you spot a trend in new houses with solar panels and smart home features, you might decide to tailor your marketing toward an eco-conscious and tech-savvy crowd. On the other hand, if the data says small commercial construction is booming in your area, that suggets you’ll get better results by adapting your marketing to entrepreneurial types rather than large commercial property developers.

To learn more about pinpointing your target audience, contact us at Construction Monitor.

Do You Really Need to Develop a Buyer Persona?

Creating buyer personas helps you better understand your ideal clients so you can market to them more effectively and spot future business opportunities. They aren’t the only way to define your audience, though.

How Buyer Personas Help Guide Your Business

A detailed profile of the type of client you want to work with makes it easier to understand your target clients as fully fleshed-out individuals. You’re no longer targeting “property developers,” but 45-year-old John who has personal wants, needs, interests, likes, and dislikes that go beyond construction. With this information, you can create marketing that connects with your ideal clients on a deeper level and sets you apart from the competition.

The insight your buyer personas provide helps you decide where your future clients spend their time and what they do there, so you’ll know how to reach them and turn them into leads. If they’re more likely to be on Facebook than LinkedIn, it’s clear where your advertising money should go. Developing future services is also easier when you have a good idea of what your target clients are interested in and what they have and haven’t been satisfied with in past construction projects.

Other Ways to Understand Your Audience

If buyer personas don’t sound like your thing, get to know your target audience better first by defining their problems, then by deciding what solutions you can offer for them. Start by gathering basic information on your target audience. If you want to work with property developers who invest in multifamily housing, find out approximately how many of them are in your area.

Next, consider their goals and challenges, and what they’re ultimately hoping to achieve with their projects. Maybe they’re looking for distinctive architectural features that command higher prices or they’re interested in alternative construction methods that allow for lower-cost housing that sells faster. To better define your niche, look at where your target clients’ needs and wants overlap with your skills.

How to Earn the Attention of Your Target Audience

target audience attentionIt’s not always easy to get your content to stand out in the sea of information out there these days, but it can be done. Take the time to understand your ideal construction clients’ concerns and interests, give them what they’re looking for, and you’ll have no trouble holding their attention.

Focus on Their Interests

The first step in earning your audience’s attention is to focus on the topics they care about most. If your target clients are hungry to learn about converting old warehouses into modern office buildings, they’ll happily pay attention to your blog posts on renewing facades and retrofitting modern technology. If warehouse conversion isn’t their thing, though, they’ll ignore that content no matter how good it is.

Even if you’re fairly certain you know what your prospects want, continual research helps you spot shifting trends and topics you might have overlooked. What topics do your prospects and clients often ask about? Which articles and blog posts on your site are most popular? What kinds of social media posts in your field get the most attention? A little old-fashion keyword research can help you spot in-demand topics, too.

Offer Real Benefits

Long gone are the days when you could dash off a cursory, keyword-laden blog post and expect it to bring in leads. Today’s readers won’t stick around for content that doesn’t genuinely benefit them. The complexities of the construction industry make for an especially demanding audience. Your potential clients need help understanding popular construction features, modern building materials, and ever-evolving building codes.

If your content answers their questions, solves their problems or gives them valuable new knowledge, your audience will pay attention and keep coming back to learn more. Cover topics in depth and include hard data, well-sourced facts, and visual aids such as diagrams and graphs. Offer your personal, experience-based insights readers can’t get elsewhere. Share your opinions and humor, too. Your true personality will hold your audience’s attention better than a bland corporate voice.