Give the Gift that Everyone Wants

We’ve all received them: The gift you open with such suspense because you just know it’s going to be nothing short of awesome. After all, it was wrapped with such care and practically screamed, “I’m just what you’ve been waiting for!” You try to maintain your excitement and carefully remove the ribbon, then you let out your inner child and dive right into that wrapping paper as if there’s no tomorrow. Only to reveal the epitome of disappointment lying there in front of you.

Become an Expert Gift-Giver

Now, around the Christmas tree you know you must smile and become a convincing actor/actress really fast because you don’t want to hurt Aunt Edna’s feelings. But let’s take a moment and pretend your construction company’s blog is a gift to your current and potential clients. Have you been guilty of luring them in with a promising title that leads them to mediocre content, losing them two sentences in and possibly becoming the blog they unsubscribe from?

Ask yourself:

Building Valuable Content They Love

So how do you give your readers what they want? Your ultimate goal is to keep them coming back for more. Think about your Christmas list: Each person on that list has certain needs or desires your gift could fulfill.

You have to look at each person and understand what they would like from you. When blogging with your relationship marketing strategy, you do the same thing! Try considering these tips when writing your blog:

Buyer Personas: Identify your different clients. Every company has at least a few (or a whole lot) of buyer personas. According to HubSpot, a buyer persona is a semi-fictional representation of your ideal customer. When creating them should consider including demographics, behavior patterns, goals, pain points, and how you can solve them (Watch this Buyer Persona video). The more detailed you are, the better. Write each blog as if you are talking to one specific buyer even if it could apply to several or all of your named buyers.

Map it Out: Fail to plan, plan to fail. Not only should you plan out who you are targeting, but also a content plan. With each blog you need to know where they are on the buyer’s journey. What type of content structure you will be using.  (e.g., list, how-to, FAQ, best of, news or trends, product-focused, etc…)

Mix it Up:  Write on a variety of relevant topics for your industry and buyers, but also mix it up a tad and see what they seem to like better. If you notice a certain topic, tone, or post type is performing well compared to others, move in that direction more frequently.

Put a Bow on It:  The first thing you notice on a gift is its pretty bow. The first thing you notice about a blog is the catchy title that draws you in. Make sure the title leaves your reader wanting more. It should appeal to the target: They should have a general idea of what the blog is about, but let the title be your bait for the awesome, mind-blowing content you’re about to unleash.

It’s tough marketing your company as a contractor because the competition is abundant and it is fierce. One thing to ask yourself: What makes you different from the others? Use this when setting yourself apart from the rest and when you write remember, you’re the expert. When you help people solve problems they will continue to come to you when they are in need of your services. Later, when they hear of a problem you’ve addressed or helped solve, they think of you because you build lasting relationships when you build content of value. This is why you give the gift that everyone wants.

If you're interested in learning more about creating an inbound plan for your relationship marketing strategy for your company download this guide or contact us today!