Build a Great Content Marketing Strategy for your Construction Company
You know how to build a business. But have you considered how developing a more robust content marketing strategy can help your construction company get ahead?
By demonstrating your knowledge and your professionalism through blogging, white papers, and social media, you can attract and keep more customers.
Sounds simple enough, right? There is, of course, one glaring problem — finding the raw materials — the topics and the time. Luckily, the very aspects of the construction industry that distinguish it can be used to your advantage in content marketing.
Here are four content marketing strategies specifically for construction companies:
1. Tap into the interests of your client base
Many construction firms have a high concentration of clients in specific fields. Using content marketing to demonstrate your knowledge of these fields will facilitate closer connections between you and your clients.
Does your company do a lot of building for commercial or institutional entities? Post material related to your clients’ businesses to show you care about what they do. From posts about How to “Green” an Office to Trends in Government Design, offering content that caters to your customers’ professional interests shows that you know and care as much about their industry as your own. Such posts enable you to show how your business acumen and industrial experience can aid your clients’ growth.
On the other hand, if you specialize in residential construction, help your clients by blogging about the neighborhoods you serve or by offering thoughtful tips about home design and decoration. If you show you care, you’ll keep your current clients and win new ones.
Spend some time thinking about why you’re building what you’re building for your customers, and gear your blog toward their interests. When you share your knowledge and express genuine interest in the people and businesses you serve, it demonstrates your trustworthiness, dedication, and loyalty to your customer base.
2. Show off your credentials
Even your most specialized customers share some common concerns, like work quality and regulatory compliance. By showcasing certifications, memberships in professional organizations, and ratings from agencies like OSHA and the EPA on your social media accounts, you let your customers know that you take your profession seriously and that working with you won’t cause them any compliance hassles. (The US Green Building Council’s guide about promoting LEED certification is a great resource for publicizing other certifications.)
The same is true of awards. Although you want to keep your social media feeds updated with a steady stream of engaging and relevant posts useful to current and potential clients, it’s more than acceptable to post on Facebook or Twitter about any awards you’ve received. Don’t forget to publish content detailing the specific projects and methods that earned you those awards. Your clients want to know they can trust your company. Demonstrating your professionalism by showing off your credentials will build a solid foundation of integrity your customers will gladly rely on.
3. Feature satisfied customers
One of the most helpful features of content marketing, and especially social media, is that it gives you a better platform to show off your accomplishments. Whether it’s a short quote from a happy client or a photo of a ribbon cutting, posting about your customers’ satisfaction shows that you did a great job and that you care about your clients. In this sense, testimonials will not only solidify your clientele, they might prove invaluable in expanding your customer base.
And don’t ignore the impact of case studies. Case studies are to testimonials like white papers are to blog posts: They give you the opportunity to share a greater level of detail. With a case study, you don’t just get to talk about the end result. You get to illustrate, step by step, how you and the client worked together to get there, what (if any) problems you encountered, and how you overcame them. Case studies can be very persuasive to a prospective customer facing similar circumstances.
4. Think visually
From blueprints to mock-ups to finished structures, the way your product looks is vital to client satisfaction. Your clients will be looking to see your work, and you can use blog posts and social media to deliver everything from great infographics to image galleries. Visual posts drive traffic, so adding visuals to your posts, even if it’s a quick image promoting a service or special, can make all the difference. Canva is a fantastic tool to create this visual content easily.
However, let’s not forget that visual content, no matter how flashy or glossy, only plays a supporting role. It’s most effective when it’s accompanied by some snappy copy or lively blurb to explain its context and relevance. Sure, people love looking at beautiful pictures — and they’ll pay attention to and appreciate marketing campaigns if you’ve incorporated a visual element — but adding some descriptive text will establish the relevance of your visual content.
Are you sitting there thinking, “I’m a business owner first and a construction professional second. Now I have to be a writer, too?” Only if you want to. If you’d rather focus on your core competencies, we’ll be glad to back you up by focusing on ours. Sign up to gain free access to our platform today — we’d love to help position your company as a leader in the construction industry.