*Updated post 24.05.18*
Creating a construction case study to share with your target personas is a crucial way of building trust and credibility, to ultimately generate quality leads to your website. This is why they should form a crucial role in your overall construction marketing plan.
However, getting them wrong could result in wasted hours with no return…
So without further ado, here’s our 5 top tips for creating successful case studies that support your overall construction marketing strategy.
1. Mastering the structure
In a case study your reader needs to recognise the challenge that was faced, the solution that was found and the benefits received.
Architects would want to know how a particular challenge was dealt with and so while the structure of a construction case study can be fluid, bear in mind the main points to help you nail what’s most important. Chances are that they have experienced a similar problem that they have struggled to overcome, and you are providing them with a possible answer.
Always – as you are writing, question whether you are providing solutions for your target audience.
See a construction case study example below by FACE, who have segregated their case study into digestible chunks for their target audience.
2. Becoming Tech-Savvy experts
Technical information is a no-brainer for a construction specification audience.
Architects will love additional technical information that they can take away and potentially learn from.
Go the extra mile and provide technical drawings for further insight, add videos to show the entire creation, include building standards that the project adhered to. Check out Glazing Vision’s video below embedded into their case study to demonstrate their rooflight product in operation, as well as a technical drawing to better showcase project plans.
3. Quiz the Architect
Part of providing extra technical information includes interviewing the architect.
Regardless of whether there’s a tonne of information online, getting your individual take on the piece will enable you to produce good quality, engaging content.
Ask as many questions as they can handle, from how the project progressed to their thoughts on the end result.
Most importantly, generate from it a range of engaging points that could inspire other architects.
4. Pictures to Prospects
It’s all about images.
Visual content, after all, is rapidly overpowering the digital world in terms of capturing attention and striking engagement.
The better quality images you can provide, the more your piece will drive engagement and strike up an interest with construction industry publications.
Either commission the photography or source the photographs as part of the case study research.
5. Tell the Whole Story
Editors will be put out by continuous references to your building product. Go for a subtle approach and discuss it where necessary, but remember to discuss the project in its entirety.
Remember, you’re telling a story, you’re keeping readers interested.
Construction industry publications want a gripping story, not an overkill of one of your products. Don’t set yourself up for rejection from the start.
Then Hold Your Breath and Wait…
Send your press release to the media, step back and see the results.
The first measure of success is to analyse how much quality traffic is coming into your construction website via the case study, with the support of social media promotion and press inclusion. How much of that traffic is leading to conversions, and how much free coverage did you gain? How many calls or sales enquiries were achieved from an architect reading about a previous project of yours?
Then with all the information gained, it’s time to review your success and refine.
How could the case study have been improved? What were the flaws? How can I re-engage the target market?
Rack your brain for answers.
Discuss these with the team.
Go create a killer construction case study.