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.

How To Formulate An Accurate Buyer Persona

buyer personaHaving a clear picture of the type of person who’s likely to hire your construction firm makes it a lot easier to reach that individual in the real world. To do its job, though, a buyer persona must be accurate.

Collect Your Data

Using hard data on your ideal clients’ demographics, psychographics, behavior, and goals is the most effective way to ensure your buyer personas reflect reality. Data from construction market research firms offers a starting point. This can tell you things such as the ages and income brackets of the average commercial real estate investor.

The more valuable data, however, will come from your own customers. Start by analyzing data your already have, such as information from your sales history, CRM system, website analytics, and reviews.

If you need more data, client surveys and focus groups can help you get it. To learn more about your ideal clients’ online behavior, such as which blogs they read and which forums they post on, take some time to browse their social media profiles. Interviewing your sales team can also turn up some interesting insights.

Get Specific

Chances are, there are several distinct types of people who hire you for construction work. Cramming all your data into one buyer persona for your entire company will only give you a muddled image that represents no one in particular.

Instead, break down and organize your data to create buyer personas that sound like real people with specific backgrounds, lifestyles, and interests. Your ideal remodeling client might be a newly married 30-year-old software developer who needs space to grow a family. On the other hand, your commercial real estate investor persona might be a 50-year-old accounting firm owner looking for more freedom in his life.

For even greater accuracy, develop several personas for each type of service your offer. One of your remodeling personas might be a newlywed while the other is an older empty-nester.

 

Targeted Marketing In The Construction Industry

targeted marketingBefore they trust you with their construction projects, your would-be clients want to know you understand the unique demands of their segment of the market. Targeted marketing helps you communicate your valuable specialized expertise, while also making more efficient use of your time and resources to bring in more and better qualified leads.

Define Your Ideal Clients

To more effectively target your marketing, start by breaking the construction market down into the segments that are most profitable for you, given your skillset, and that offer a high potential for growth. First consider the larger segments, primarily:

  • Private
  • Public
  • Industrial
  • Commercial

Then focus in on smaller segments, such as private housing, public education facilities or commercial office buildings. This makes it easier to fine-tune your marketing message to address the concerns of your ideal clients within each of these verticals.

If you focus on commercial office building construction, you might adapt your marketing to emphasis your expertise in issues such energy-efficiency for reduced operating costs and features that win higher rents and occupancy.

To further define your target market, segment by geography. Targeting regions with higher population densities, strong economic growth, and an active construction scene can bring you more leads for less effort.

Reach Out the Right Way

Once you have a clear idea of who you’re trying to reach, you can more accurately determine which marketing channels will reach them effectively. This kind of targeted marketing gives you a better return on your investment than a generalist, scattershot approach.

Consider the kind of information and entertainment your ideal clients look for on a daily basis. What websites do they frequent? Which newspapers and magazines do they read? What TV and radio programs are they drawn to?

If you’re trying to connect with commercial real estate developers, business investment magazines and newspapers are a good bet. If residential construction is your specialty, real estate investment websites and magazines can help you get your firm’s name in front of your ideal clients.

To learn more about attracting leads through targeted marketing, contact Construction Monitor.

 

Developing a Proper Buyer Persona

The more you know about your customers, the better you’ll be able to serve them. From there, you will be better able to provide what they need in the moment and anticipate what their follow-on requirements will be. A buyer persona gives you a detailed profile of your ideal customer that you can use to guide your marketing techniques and customer service efforts. The following information shows some ways to create a proper buyer persona for your customer base.

  • Remember the purpose of the persona: A buyer persona is a snapshot of your ideal customer. It collects the personal, professional, and financial characteristics of your best possible customer into a single profile. The persona represents the best, most profitable, and easiest-to-serve customer that could engage your services. The persona won’t represent every customer, nor can you limit yourself to serving only those customers who possess the characteristics of your ideal persona. However, with a proper buyer persona in place, you’ll have a better idea of what you can offer and what type of customer will be most willing to buy it.
  • Establish the basics: The foundation of a buyer persona is demographic data of your ideal customer. This includes information such as age, marital status, education, income level, and geographical location.
  • Look beyond demographics: Once you have the basics down, look more deeply into the lifestyle of an ideal customer. What would his or her average workday look like? What would this person’s goals be? Why would this individual want to engage with your company, and what challenges or problems would he want to solve through a business relationship with you? Answering these questions may take some creativity and imagination, but they can be critical in establishing the type of customer you want to attract.

Construction Monitor supports today’s companies with up-to-day information on construction starts and with usable advice on marketing and growing your company. Contact us today for more information on the process of creating a buyer persona and how these types of detailed customer profiles can help you target your marketing and expand your business.

Know Your Audience: Where and How You Interact With Potential Customers Matters

target marketKnowing as much as possible about your customers is only part of the battle in successful targeted marketing. Once you have gathered useful demographic data on your leads or established accurate customer personas for your most likely customers, you still have to interact with them and convince them to buy your products or services. In this part of your marketing process, where and how you interact with potential customers matters.

In-Person Interactions

In-person interactions require the same type of customer care they always have. You must answer questions, provide information, and make informed suggestions that are best for the customer.

Online Interactions

Online, you must be willing to engage with your customer when they need and want to interact with you.

  • Questions: Customer service agents who answer questions must be available to respond as quickly as possible. Delays in answering online queries will give customers the chance to lose interest in you and look elsewhere.
  • Problems: Problems must also be addressed quickly. If a potential customer thinks you’re ignoring a problem or issue, your reputation will suffer and your potential customer will conclude that you don’t care.

Other Interactions

Some interactions can be very subtle, but they will have a significant effect on how your potential customers react to you.

  • Design: The design of your marketing materials often reflects the demographic segment you’re targeting. Marketing aimed at an upscale market will usually have a more sophisticated look that refers to issues exclusive to that segment. Marketing aimed at a more general audience tends to have a more popular appeal.
  • Copywriting: Similarly, the copywriting and text of your marketing materials should be geared toward your target audience. Chatty, familiar-sounding text will work for a customer who is shopping around while terse, facts-only copy will be more appreciated by customers who have little time to spare.

Construction Monitor’s mission is to provide the most accurate and most recent data that construction companies can use in their marketing efforts. Contact us today for more information on targeted marketing and how to make sure your marketing interactions are as effective as they can be.