Not all content marketing plans are created equal. Some homebuilders can pour thousands of dollars into creating what they think is an ironclad marketing plan only to find out there’s a miscommunication in the types of buyers they’re actually trying to attract.
So, in the interest of making sure you don’t fall into a similar trap, here’s how you can capture the right audiences without having your messages get lost in translation.
It’s Only Business, Nothing Personal
When addressing the business-to-business crowd, there are a few important things to keep in mind when it comes to tone, voice and word choice:
- Try to incorporate industry terms and phrases when speaking to like-minded experts. It will help convey to others that you are current and knowledgeable in your respective field.
- Refrain from using industry buzzwords in situations where they don’t explicitly call for them. It will feel forced, as if you’re putting on airs and potentially show that you lack true substance.
- Keep in mind that most B2B interactions are focused on the bottom line. Get to the point soon and know that you’re dealing with professionals, so there’s less need to cover the superficial information that most industry experts should already know.
With these considerations in mind, you’ll be able to create a rapport with B2B audiences that feels more like talking shop than taking a beginner’s course.
Talking to, not at, the Customer
Switching gears a bit, the business-to-customer clientele has more opportunities to be conversational, informational and accommodating to their needs. This audience is in need of an advocate not a babysitter, so be mindful not to come off as condescending. Some other tips include:
- Always, always, always provide opportunities for readers to learn more about your services by being available to speak via phone, text, chat or email. Not everyone communicates effectively in the same way, so the more avenues you allow people to connect with your business, the better is for your bottom line.
- Avoid industry jargon and terminology that may go over the average reader’s head. Just because you know the difference between a hyJOIST and a Posi-STRUT doesn’t mean the reader automatically will. Keep it simple yet informative.
These are just a few of the ways in which you can help establish a positive relationship with potential customers, but know that it’s usually boils down to how you approach each audience. The first impression matters so make sure it’s an impactful one.
Putting a Plan in Place
It can be very difficult to keep all the voices in your head straight without the help of a professional (advertiser), but there are plenty of ways to get the ball rolling. For instance, creating an outlined content marketing plan will help you get the best idea of how you’ll approach your target audiences and in which voice to convey the clearest messages.
There’s more to running a successful homebuilding business than selling homes. You also have to become content-savvy enough to know exactly how to talk to the people you’re trying to sell.