5 Content Marketing Hacks That Will Skyrocket Your Construction Business
Throughout the United States, there are almost 700,000 different construction companies. So no matter your specialty or location, this means one thing: if you own a construction company, you’re up against a lot of competition. In order to succeed, you’ll want to do whatever you can to stand out from the crowd. And one great way to make this happen is through content marketing. But for many people, this can feel daunting. That’s why we’ve come up with these 5 content marketing tips to help you out.
What is Content Marketing?
First and foremost, let’s talk about what content marketing is. Basically, it’s a marketing tactic that includes creating, distributing and publishing content that’s valuable for your consumers.
The idea here is that you create valuable content that’s relevant and engaging, generating visitors to your site and helping them move down the funnel.
This can include lots of different tactics, including:
- Blogging on your own website
- Posting on organic social media
- Producing and sharing videos
- Running email marketing campaigns
- Creating visual content like infographics and whitepapers
1. Determine Your Goals
First and foremost, you should start by determining the goals of your content marketing efforts. Like with any marketing campaign, it’s important to decide how you’ll measure success.
This applies to your overall content marketing plan and to individual projects you work on.
Your content marketing goals could include any of the following:
- Educate your audience
- Generate leads
- Make sales
- Build brand awareness
- Drive traffic to your website that you can then remarket to
The great thing about marketing in the digital era is that you have access to a robust range of measurement tools. To measure your success, you can look at open rates of emails, the numbers of followers on your site, the number of site visitors to certain pages, or the amount of likes and shares on a social media post.
2. Decide on Your Target Audience
Next, it’s time to choose your target audience. The truth is that in content marketing, like many other marketing channels, it’s crucial that you pick a niche to target. Going after everybody is ineffective and expensive.
In the construction industry, there are lots of specialties.
Perhaps you do bathroom remodels. Maybe you specialize in framing. New construction could be your area of expertise.
No matter what you specialize in, think about the pain-points your customers have. If you do bathroom remodels, your target audience may have concerns about pricing, how long renovations will take, and design styles.
You could create content marketing pieces to address these issues, leading to more leads and clients.
3. Go After Specific Keywords
One of the most important content marketing tips is to target certain keywords with your content marketing efforts. You shouldn’t just write articles for the sake of writing articles. Instead, you should take a targeted approach that is based in SEO.
Search engine optimization, also known as SEO, is the process of getting your webpages to rank higher in Google search results. Why does this matter?
Because the higher you appear, the more clicks you’ll receive. It’s just that simple.
There are lots of tools out there that will help you learn about search volume in your industry. For example, if you do framing, you could see if people search more for framing in Tampa, FL or framers in Tampa, FL. Then, you can target your blog posts around the more searched for phrase.
4. Educate, Don’t Just Sell
Another tip? Don’t make your whole article one long sales pitch. That’s not the point of content marketing.
The goal here is to provide valuable, relevant content to your visitors for free. And then of course, you can include calls to action when appropriate (more on that later).
When people have multiple positive interactions with your brand, on social media, on your website, on Youtube, etc., they’ll develop trust with you and be ready to commit down the road.
Content marketing is the long game, but it pays off when done correctly.
5. Include Calls to Action
Last but not least, you should include calls to action within your content pieces. While your whole post shouldn’t be a sales pitch, you should give people direction on what to do next.
When you do this, they’ll know how to become a customer. You never want someone to finish an article on your site and think, “That was great. I’m going to leave now.”
Instead, you should invite them to read another post, visit a different webpage, or to call you for a free quote.
You can include subtle calls to actions throughout your post in the form of links to other pages on your site. But you should also take the opportunity to be more direct.
Finish off your blog post with a phone number or form, for example. This is a great way to generate leads if that’s your goal.
Content Marketing Tips You Need
There you have it: 6 content marketing tips to take your construction business to the next level. Now that you’ve read through these ideas, what’s next?
It’s time to assess your current marketing efforts and to make a plan. If you have no content marketing strategy currently, that’s okay! Now you know where to start.
If you do have a strategy, think about how you can improve it with these tips and tricks.
And if you’d like some professional assistance with your content marketing, contact us today. We’re here to help.