There’s no shortage of construction companies for consumers to choose from, so what can yours do to get ahead and establish itself as the best option in a sea of competitors? How can your brand nestle itself into the minds of consumers, providing feel-good confidence and ultimately growing your business?
Red Mallard has worked with construction companies in Southern California for more than a decade, and there is one thing we believe every business should focus on—case studies.
The proof is in the pudding
In our digital age, word-of-mouth advertising is important—but it’s not all there is to gaining business. More than ever, consumers rely on search results and reviews to begin their quest for discovering businesses that align with what they need, how they need it, and when. More importantly, in the age of empowered consumers, prospects feel deeply influenced by what others are saying. As Barbour puts it, “Construction product case studies are the next best thing to a site visit.”
In marketing, we call this social proof: evidence that others have satisfactorily purchased a product or service that solved their problem(s). There are ways to intentionally weave social proof onto your website, social media, email marketing, and more. This is where case studies come into play.
Follow a formula
If your case studies library is empty, it may feel daunting to create your first draft. Fortunately, case studies are simpler to put together than you think—all you need is a killer testimony (it’s best to eliminate clients’ need to get involved. This is more work they need not do. Content marketing professionals can help you do this.)
If you choose to put together a few case studies on your own, recommend following a simple formula:
- What problem(s) did the client have? (Examples include a lack of transparency in a previous contractor, unclear direction in an upcoming project, or a huger for guidance on a residential build.)
- What service(s) did you deliver to solve the problem(s)?
- What was the outcome?
Mixed into this “narrative” will naturally discuss who the client is, which is significant because you want clients to see themselves in the shoes of whomever the case study is about.
Ready for takeoff
Once you have one or a couple of case studies, the worst thing you could do is let them sit in drafts, never to see the light of day. Where should case studies live, and why?
- Website — Permanently housing your case studies on your most valuable asset is one way that construction companies can take an otherwise general website and turn it into a client-gaining masterpiece. If possible, add a convincing one to your home page. Once you have a couple, consider adding a “case studies” icon to your main navigation—the result: trust, reputation, and quantifiable credibility.
- Social Media — If your social media rhythm is lacking or non-existent, consider using case studies to create micro-content and spice it up.
- Email Marketing — The footer of your main newsletter is an ideal spot to leave readers with a positive impression of your business.
You can’t replace great content
As construction companies all compete for the coveted first page of Google, employing tactics to get noticed, we hope you remember that superb content is hard to find, and there is no substitute.
Case studies live under the “content marketing” umbrella, and like blogs or other website content, case studies push you closer to reaching SEO goals.
Does your construction business need help creating killer case studies to increase sales? We’re here to be your word-smithing partners and overall brand advocate for the long haul. Red Mallard has been giving voice to the construction, heavy, and professional services industries since 2008. Let us help you tell great stories so you can focus on what you do best.