Marketers used to see case studies as just an added bonus – the “whipped cream” on top of everything that their company does.  If they had the time to get around to them, they were great to use to brag with.  But, I am telling you that a well-executed case study, if used correctly, is far more important than that.  It isn’t a mere brag – it is PROOF of the industry-relevant, problem solving, superhero skills that your business is wielding.

Buyer personas are generalized, fictional characters that represent a specific segment of your ideal customer base. You’ll create a different buyer persona for each of your commercial construction buyers that may have different company titles, goals, concerns, questions, and challenges. Typically, you’ll have 2-5 personas to start with.

We recently published the first part in this series about specialized construction marketing planning. It starts with a strategic marketing plan built for specialized construction with clear goals and measurable, results-oriented tactics can help you build up a lead-generating machine for your business. 

The second step is to create and distribute content that's relevant to your target audience. Relevant content will attract this audience to your website when they're searching for solutions, and will establish trust with them when they read what you've published. 

Marketers used to see case studies as just an added bonus – the “whipped cream” on top of everything that their company does.  If they had the time to get around to them, they were great to use to brag with.  But, I am telling you that a well-executed case study, if used correctly, is far more important than that.  It isn’t a mere brag – it is PROOF of the industry-relevant, problem solving, superhero skills that your business is wielding.