Words carry a heavy impact when they’re directed to the proper audience. Every good piece of work that has ever been written has a dual-target audience in mind – the people who need it now and the people who will need it later. You want to first focus on your primary audience, but keep your secondary audience in mind as well. That’s how a good marketing plan for a construction company begins – making sure you know your audience.
Here are a couple of examples.
A blogger who writes about music can’t get by for an extended period of time providing general information about music. They would have better traffic and become more popular if they focused on a specific genre of music. The same blogger would have a pretty amazing site if they blogged about independent folk artists and featured a different artist once a week. Their primary target audience is people who love and support independent folk artists. Their secondary audience is music lovers in general.
A historic romance novelist who writes fictional stories will gear their work toward people who are interested in romance novels. They will also put a lot of effort into providing accurate information for those who are interested in the history of the area where the fictional romance took place. Inaccurate historical information or an uninteresting romance has the potential to ruin an otherwise good book idea.
Do you see how each of these examples provides a pretty good idea of a primary and secondary target audience?
Now let’s talk about your primary audience for your construction company website and blog. You may immediately think that your primary audience is Mr. Random Homeowner.
That would be incorrect.
Mr. Random Homeowner may not need a new kitchen or bathroom. He may be perfectly content with his home exactly how it is. This person is your secondary audience. He needs to know that you exist for future reference and so he can tell Mr. Looking for a Builder that he’s seen your blog.
Mr. Looking for a Builder is your target audience. He’s the one asking around and looking for a builder through specific online searches. You need to know exactly what this reader is looking for when they come by to read your blog. Let’s dig into that idea a little more deeply.
Ask yourself these questions:
Who am I writing this for? And who else may read it in time?
Okay, we’ve already established that Mr. Random Homeowner isn’t necessarily your primary audience. He falls into the category of may read it in time. Yes, he’s a homeowner, but he’s not actively looking to build or remodel anything. Home improvement is absolutely something he will need in time, so you can’t ignore him.
But…You want to write content geared toward Mr. Looking for a Builder. What’s he actively looking for from a builder? Do you provide that service as your primary service line? I’ve talked a lot about specializations and I honestly believe every builder or remodeler can specialize in one specific service line. I have clients who do nothing but basements where other clients do nothing but kitchens or bathrooms. And they’re very successful.
Back to the point at hand – each blog post that is published on your website needs to have a primary and secondary target audience. Once you decide who those people are, you’re good to go.
What concerns do my intended readers have?
Again, this goes back to your service lineup. Let’s say you build custom homes, but you also remodel kitchens and bathrooms. You could easily blog about any aspect of building out a new kitchen or bathroom and sprinkle in some information about a custom home. Describe the methods used in the design process for the kitchen and bathrooms specifically, and focus on the differences in material options for each.
You can use Google Analytics and other market research tools to find the keywords people are searching in your field. You can also do some random searches on your own to see if your keywords are displaying your website. My guess is that they are not since you’re here looking for ideas for construction company marketing.
The best way to learn about the concerns your readers have is to ask them. Let them post comments on your blog posts, encourage them to email you or to interact with you on social media. Answer their questions and write blog posts that also answer those questions in much more detail.
How can I address my target audience’s concerns?
You’re the builder. You know more about your services and the advantages they hold than anyone else. Address your readers’ concerns by providing information that they can understand. Now, I know that not everyone has a knack for descriptive education. But that’s okay; you don’t necessarily have to write all of the blog posts yourself. You can just as easily write up a basic idea and have an actual writer write the information for you. The basic idea is to show your readers that you care about their concerns and here’s how you’re going to fix their problem.
How can I improve my blog content to better reach my audience?
Improve the tone and voice of each post based on how you would normally talk to Mr. Looking for a Builder. Put the problem and the solution into words they can easily understand. If their biggest problem is choosing countertop material for their kitchen, address that concern by describing the pros and cons of each type of material that you work with on a regular basis. Your personal experience with different types of material will go a long way in landing you the sale.
What it boils down to is this…
You’re an expert in your field. You have a lot of knowledge that most homeowners do not have. We often take our own knowledge for granted because it’s just an everyday thing for us. But just like I’m sharing my blogging and marketing knowledge with you, you need to share your design and build knowledge with people who are actively looking for that type of information.
Call me at 215-740-2713 if you’re in the market to develop a marketing strategy for your construction company. Marketing in the construction industry is what I focus on and what I want to help you with. I can help you reach more people in your primary target market than you currently reach and show you how to improve the conversion rates you see from your website.