Data centers must be built to withstand any natural disaster or crisis. Therefore, when building a new data center facility, you must have a good structural engineer who can create a robust, secure building that meets your needs.
If your firm specializes in data centers or other civil engineering projects, here are some tips on attracting clients or commercial building owners to your structural engineering firm.
Buyer Personas for Each Type of Buyer
If your business model focuses on a variety of engineering projects, then you have more than one buyer persona.
To successfully execute a marketing strategy, the first thing you must do is create your buyer personas. A buyer persona is a semi-fictional portrayal of your perfect customer.
To draft a buyer persona profile, you must conduct the research by getting valuable information on the decision-makers you want to attract, like CEOs or property owners. Your research should include behavior patterns, motivations, goals, and demographics.
When deciding the specific types of contacts and owners to gear your marketing efforts towards, it also depends on your business model and where you have product-market fit.
Joshua Feinberg, Co-Founder of SP Home Run, defines product-market fit as “the degree to which your products or services satisfy the demands of a certain type of buyer. When you have product-market fit, you’ll know exactly what price points they buy and what quantities and durations they buy.” Having product-market fit will guide you directly to the finish line in accelerating revenue growth.
Segment Your Buyer Personas
Once your buyer personas are created, which are groups of individuals with similar qualities that you are trying to reach, you start to create educational content that will attract each persona.
Buyer persona segmentation involves dividing your clients into groups with their similarities. Once your buyer personas are segmented, you can create segmentation lists that will assist you in directing select content to each specified group.
Feinberg says, “Once you properly segment by buyer persona and where they are in the buyer’s journey, it becomes a lot easier to come up with relevant content that they are excited to get, and they are excited to read.”
Develop SMART Goals
Goals should drive every strategy. We must know the number of leads we need to reach, the number of sales we should generate within a specified timeframe, and if there is a certain number of clients we should close on by a certain period.
Feinberg explains that “those specific, measurable, attainable, relevant, and time-bound goals are extremely important to ensure we stay grounded in reality.”
When you develop SMART goals, your business efforts are more focused; you can successfully achieve any outcome, such as attracting new clients.
Segmenting will allow your firm to nurture qualified leads into potential opportunities.
To attract decision makers, like data center CEOs, to a structural engineering firm is all about educating and building trust.
Does your structural engineering firm have experience with buyer personas, smart goals, and segmentation to attract data center clients? Let us know in the comments below.