The construction eNewsletter is among the most powerful tools in your arsenal because it gives you the means to speak to and influence your audience over time. Not to mention you own the contact list and content and can usually measure the results depending on which platform you use.
The underpinnings of an eNewsletter that people will read on a regular basis are content that is informative and helpful. If your subscribers see a trend toward excessive self-promotion, most will unsubscribe. The following are content ideas that will serve as the framework of an effective eNewsletter.
Construction is a “show me” industry where action beats talk. As Ben Franklin said: “Well done is better than well said.” This is why project profiles should be a cornerstone for your eNewsletter.
Your customers and prospects want to see the work you’re doing and the results you’ve achieved. Project profiles should be the lynchpin of your eNewsletter.
The most important aspect of any construction firm is the team. Is there an industry that believes more in teamwork and the collective power of its employees?
Your customers and prospects want to know what caliber of people you employ. Having some sort of profile for key employees is key. If your employees would prefer to fly under the radar, try an abridged version with some interesting facts about them instead of a full-blown profile.
Regardless of whether you run a top-down or flat organization, people want to know what the boss is thinking. He or she might sound off on the economy, legislation affecting your business segment, or the state of the company.
Keep the message short and sweet and focus on the issues that matter to your subscribers. Remember that this isn’t about what the president wants to communicate; it’s about what the readers want to know. It goes without saying that the message should come from your executive, not the marketing director.
The eNewsletter is an ideal place to share positive company news. Don’t brag; the announcement will do the work. Let your readers arrive at their own conclusion. If it’s truly newsworthy, they will appreciate the accomplishment.
Relevant news might include project awards, equipment sold or rented, new hires and promotions, etc. The key is to keep it short and sweet without blowing too much smoke.
If you really want to stand out, try being helpful. This approach is formally known as content marketing, and it involves attracting and generating new business by providing helpful information.
This approach works especially well for equipment dealers and suppliers since they have a tangible product and rely on traditional sales and marketing to generate new business. Distributors and manufacturers might focus on the proper use and maintenance of machinery, while material suppliers can advise on issues such as how to get the best results when using their product. While low bid contractors might not see the need to share how to content, those that do negotiated work for private sector clients should focus on content marketing.
Now that your eNewsletter has a framework of interesting content, your reader is primed and expecting the pitch. In digital marketing, this is known as the call to action.
You can either create an ad or include a body of text depending on your capabilities. The copy might suggest contacting a specific person, or even a special deal. Make sure to hyperlink the button or text to your website or a landing page.
Don’t Forget the Hyperlinks
Speaking of hyperlinks, construction eNewsletters that don’t include them are missing a huge opportunity. Think of them as a way for your readers to dig deeper if they see something of interest. For example, let’s say you include a profile about how your crane is being used on a bridge project. You might hyperlink the name of the crane to its page on your website so people can get the specs on the rig.
Make Your Construction eNewsletter Work
The eNewsletter is much like the traditional print newsletter, although it’s usually more succinct since people are less tolerant of reading long-form copy on a screen than in print. People subscribe for countless reasons, but what they have in common is the desire to observe your company over time before doing business. Some want to learn more about your capabilities. Some are curious about what clients you serve. And others want to know about your projects.
Your end goal, of course, is to do business with your subscribers now. Some will become customers in the short- or long-term, and others never will. Approach your eNewsletter with a long-term perspective. Assuming your subscribers are relevant prospects and you generate informative and helpful content, you will generate inbound leads and new business over time.
Are there any other types of content you use in your eNewsletter that aren’t listed here? Please share.
Need help with email marketing or a company eNewsletter? Fraley Construction Marketing can provide full-service email marketing for your construction firm. Click here to learn more.