Why You As A Specialist Contractor Should Be Blogging
Social media and blogging may seem like the last thing you consider to be of interest to your audience, and most specialist contractors when asked if they blog will typically reply ‘No’ and when asked why the most common response is ‘Because my customers don’t read blogs’. This is a fair assumption to make based on the stereotypical view of construction clientele, but in reality unless you ask them or offer them the chance to read your blog you can’t be sure if they would or not.
And blogs aren’t necessarily just for reading. Getting your name out there with creatively crafted useful information is one of the best ways to be picked up by a search engine, especially seen as Google has changed the way it searches (check out the Streetwise Blog for our article on Google’s new search and how to make it work for you).
So without further ado, here are the main reasons why your company could benefit from having it’s own blog:
It demonstrates your technical knowledge
In the construction industry, showing your worth in terms of skills and expertise is a priority, and I bet most of your advertising and marketing campaigns describe you as ‘experts in your field’ or something similar that tells your target market that you are perfect for the job. But before that prospective customer hires you, how do they know you have the technical knowledge or skills for the job? Anyone can SAY they know it all, but the proof is in the pudding.
So use your blog to show off your knowledge and skills by writing technical content to support your claims. Post a series of blog posts on why you should design or install in a certain way and back this up with specific drawings and datasheets. Gain feedback from designers and engineers on innovative new ways of designing for construction and post about it on your blog. The possibilities are endless!
Prove You Are Market Leaders
The majority of companies claim to be market leaders in their industry, and there becomes a point where just saying it loses all meaning and emphasis. So make your company stand out as a true market leader by proving WHY you have earned the title. Post blog posts about people you have helped and how, use in-depth case studies about how you solved specific issues for customers, ask clients for testimonials or reviews of your products and services which can be posted on the blog to show why they chose you over others in the industry and provide specific information to back up their claims of your products being the best on the market. Don’t be afraid to interact with your audience and engage them through collaboration. Ask for their feedback on new services and products, as them to share their thoughts and ideas for new ones. This all helps show why your company stands head and shoulders above the rest.
Provide information and answers
There are people who take a keen interest and actively seek out all information on upcoming regulations and legislations that will have an impact on their industry, but there are also those who need to be informed. You can please both of these types of people by writing an informative piece discussing the key points of a upcoming change and throwing in your company’s opinion on the change and how it will affect the industry. Encourage people to comment and share their thoughts and opinions on the matter. This will help to engage the audience and hopefully get a conversation or debate going regarding this.
You can also encourage people to come to you with their questions, not only on changes within the industry but with their own construction based issues. You could run a regular Q+A piece where people can send you their issues and you can provide an answer to them, posting the most common/popular ones in a blog post for all to see and gain their own answers from.
Which business goals does Blogging contribute towards?
Blogging is one of the most valuable online marketing mediums to adopt as it contributes to all the main business goals while cutting down on costs such as PR expenditure. The main areas blogging will benefit your company most is:
- Search engine rankings: The more content you put out there, the greater the likelihood of you appearing in search engine results, and higher up in those results.
- Increased website traffic: Using blogs to link back to your website increases the traffic, and if you can turn those visitors into leads you increase your lead generation.
- Increased sales: Increased lead generation means more opportunities to increase sales and revenue.
If you have any more questions about blogging or anything else related to the marketing of your specialist contracting company, please feel free to contact me via email, firstname.lastname@example.org and I would be happy to help!