The Found Gen

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Seacoast Construction

A Shift in Content Strategy Grew Seacoast Construction’s Trustworthy Reputation

 

In a bid-based business, educating your customer base is paramount. Especially in a marketplace where the lowest bid historically is the winner, every single time.

“Our bids are honest, educated, and accurate,” explained Seacoast Construction’s CEO. “We don’t like surprises, and we know our clients don’t either.”

But Seacoast Construction’s complete bids would regularly lose to lower proposals that omitted significant work and labor costs. Ultimately, the lowest competitor bids increased throughout the building process, with the final costs far exceeding Seacoast’s estimates.

The simple, quick answer? Bid at the same level as your competitors. But that’s not Seacoast Construction’s style, and it’s not ours, either.

Trust is built with consistency. So that’s exactly where we began.

We built a plan to educate Seacoast Construction’s audience with regular, highly informative blog posts that outlined exactly how to navigate the real estate development market in Miami and throughout South Florida. We created informative content that focused on education on how to navigate the industry/ The blog strategy taught potential clients how to read a bid, provided a list of essential questions to ask a general contractor, and shared crucial warning signs that signal when a company may not be on your side. We followed up with targeted social media and emailed content that continued to offer insider information freely.

It worked. Within six months, Seacoast Construction’s blog posts were consistently ranked at the top of relevant searches, we raised conversion rates by xx%, and reduced the bounce rate by xx%. Perhaps the best news for Seacoast Construction’s outlook is the average session duration spent on their site as a direct result of the blog posts is consistently over ten minutes, as opposed to a one minute forty second stay from Google searches.

Yes, Seacoast Construction’s audience is actively reading and recognizing the firm as the trustworthy choice in Miami. And the shift in content strategy translates to real world work contracts.

Recently, a client walked into Seacoast Construction’s offices and said, “I need an owner’s rep to manage a project for me.” The project? The Old Passport Building on Biscayne. He explained that he had pre-selected Seacoast Construction based on a single blog post he read on the firm’s site.

We had published a series of posts on owner’s representation and other closely-related topics a few weeks earlier. Coincidence? We don’t think so.

Willow Spring Family Dentistry

A Complete Rebrand for a Failing Dental Practice Resulted in Nationwide Recognition and Consistent Client Growth

 

The good news is that a declining dental practice was offered for a steal. The true challenge was that the deal was closing in two weeks and there was a mountain of negative reviews and a disengaged patient roster to overcome. 

The reinvention of a struggling dental practice into the thriving Willow Spring Family Dentistry wasn’t easy. We were starting with zero brand awareness and traffic, not to mention the disastrous reputation their predecessor had earned.

We performed a complete rebranding in three days including developing all marketing materials and designing a reputation management strategy that relied heavily on the direct mail and social content we would create.

Within six months, Willow Spring Family Dentistry’s comprehensive rebrand overpowered any adverse reputational damage and engaged at least 14 new clients each month, which was our client’s ultimate goal.

We initially focused on sharing expertise through blog posts, social media streams, and targeted flyer and email campaigns, which ultimately led clients to Willow Spring Family Dentistry through searches. Additionally we used tools such as LinkedIn to develop referral sources within their local business community. Creativity was key to set them apart tonally from the previous practice, as was establishing a trustworthy standing in their community.

Soon enough, competitors began copying our original content for their own dental practices.

No, it wasn’t easy. But our specialty here at The Found Gen is transforming a company with lackluster leads and struggling customer engagement into a booming business with powerful brand awareness.

Why focus on brand awareness? It seems like a vague concept, with few related metrics. But whether your marketing effort is based on SEO or thought leadership, building brand awareness establishes trust, drives market performance, creates positive brand equity to overcome negative reviews, and proves the differences between you and your competitors.

We did all that for Willow Spring Family Dentistry in a quick turnaround time. Their ROI was instantaneous. We can do the same for you.

Analysis

Nothing changes if nothing changes.

Even worse, nothing changes for long if we don’t understand why it changed in the first place.

One of the most important data points we track is the conversations you have with real people. If a random person you don’t know stops you on the street and tells you they love your email newsletter, we’re doing something right (true story: it happened to a client of ours. On multiple occasions).

That being said, we still do track the traditional digital marketing metrics. We watch which pages people are entering your site from, and where they’re browsing. We see which ones are the ones that are going to your contact page (pro-tip: if a lot are coming from a specific blog, we should write more posts on that topic). We check your engagement rate based on time of day and type of post. We track the change month-over-month, quarter-over-quarter, and year-over-year. We look for seasonal swings that can inform our strategy to drive more quality traffic to you and build better relationships with human beings.

In short: the traditional digital marketing data doesn’t prove whether the strategy is working, it helps determine what we should do next.

The data that proves whether the strategy is working is your cost-per-lead and your cost-per-client. If we’re bringing those numbers down, we’re creating the right relationships for you.

Want us to take a look at your data and tell you what we see? Drop us a line.

 

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What to Expect When You Work With a Content Agency

Letting someone else create the content for your company that you’ve worked so hard to establish can leave business owners a little uneasy. But, writing content that has a true impact on your target audience is a job for someone who has the time and knowledge to create a great content strategy.

Words are actionable and emotional, and can help you develop and maintain a relationship with your customer. As a content agency, we understand that writing content for each individual company is a process. We’re in the business of learning about your business and creating a personalized strategy that ensures you have high-quality content on your website, in your email communications and on social media that will help you generate qualified sales leads.

So, what can you expect when you decide to work with a content agency?

What makes content good?

Good content fuels your marketing and advertising campaigns and a narrative that strikes interest, desire, and action among your target audience. Good content should change the way customers and clients see and interact with your business. Content can elevate your company to a standard of power and leadership in your industry. People will see you as a pro in your industry.

Who writes this content?

There’s a mix of people who help our agency produce great content for clients. We handpick the editors and writers that we work with based on their expertise and the individual client’s needs.

What’s the process? 

Content production is just that…a process. And, we love when clients contribute to this process. You probably have great anecdotal stories about how customers use your product, and we would love to tell this tale for you! Anything that humanizes your company can really inspire us to take your content to greater heights.

As writers, we love your insight. We can’t properly tell your company’s story without your help. But, the point of using an agency is that you don’t have to write the content yourself. We can take your content where it needs to go.

How does the approval process work?

The best way to edit your new content marketing strategy is to put yourself in the position of a prospective lead. Make sure everything makes sense and that everything rings true. Instead of asking yourself, “Is that how I would have said it?,” ask yourself if a customer would appreciate this information.

The first content you receive will be a draft, and we welcome your feedback. We’ll make revisions before it goes live on your site or is distributed.

Summed up?

Working with a content agency is easy! You’re in the hands of experts, and you’re going to get the best content for your marketing strategy. So, our advice? Sit back and relax.

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The Power of a Hotel’s Insider Secrets: Get Your Guests in the Know and They’ll Never Leave

Good books don’t give up all their secrets at once. Stephen King said that, and we agree. In fact, we say the exact same thing about the clients and brands we help build – especially our hoteliers.

It’s no secret that hotel guests value complimentary meals and drinks over most of the other usual perks. It’s hard to find a guest today who doesn’t know your hotel’s well-advertised free breakfast, not to mention your happy hour fare.

But have you considered offering something more unique? More guest-specific? More insider-esque?

See, there is power in spilling your more special secrets seemingly one guest at a time. Giving out off-the-menu perks, special rates, and even tiny freebies cultivates a generous, highly personalized, and attentive atmosphere. Guests on the receiving end of your front desk’s random acts of kindness will feel it, and you’ll feel their loyalty grow in direct response. Same goes for hyper-targeted email and social media campaigns.

There are a few simple ways to achieve this boutique, almost small-town vibe that’s trending among frequent travelers. Here are some of our favorites:

  • Work your analytics to discover more than the basics about your guests. Check out their social media to learn their likes and dislikes, from hobbies to fitness profiles and family life. You never know the trends you can foresee by simply studying your client base more closely.
  • While we’re talking about social media, make sure to build real relationships with them through engaged conversations. Think real-time responses and real-time service. It also doesn’t hurt to have some Instagram-able scenes scattered throughout your property so brand ambassadors can spread the word. It works.
  • Forget about the usual perks: room upgrades, discounted drinks, and happy hour freebies. Those are expected at this point, and don’t help you stand out. Instead, consider partnering with an area restaurant that really matches your guests’ aesthetic, from steak houses that can handle large groups, to fun spots for families, and healthy options for those travelers who don’t want to gain the dreaded travel ten!
  • In-room perks are the new black. Women tend to love the spa treatments, and male guests are typically drawn to the minibar. Consider offering free, personalized room service on your traditionally low-occupancy days.

One final tip: Loosen up your hotel’s loyalty program, which tend to keep guests at one hotel brand where they’re most invested.

If you’re a hotelier interested in fresh branding concepts to set you apart from the rest of hotel row, give us a call. We’ve always got a suite deal for you at The Found Gen.

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Location, Location, Location: Using Content to Position Your Hotel as the Perfect Home Base

Your hotel probably has all the amenities to that offer visitors a comfortable home-away-from-home stay. But, Location is actually your hotel’s best asset, and you need to show it off.

Through their web and email content, hotels need to describe the amenities and services they provide, but the content should also push the location of the hotel. If you’re trying to lure in vacationers, they’ll be extremely interested in what’s close by.

Here’s why you should focus your content on what’s outside of your walls:

You’re selling the local area

Hotels are selling much more than a place to sleep. You’re selling an experience, which includes a getaway to your great location and area. The first thing most travelers want to know is where they’ll be staying in relation to the rest of the destination. Is your hotel in an arts district or downtown area? It’s important to highlight the unique places that are next to your hotel.

Local activities and events

Tout the local attractions and activities they can enjoy in their spare time. Location is a key decision factor. If the attractions vacationers are most interested in are close to your hotel, they’ll be 10 times more likely to stay with you. Highlight the restaurants, bars or other activities that are within walking distance. Help your guests get to their destination easily by providing them with information about the nearest bus, train, and other transportation options.

Localizing keywords

A current, searchable web presence is one of the most important things a hotel can have. To retain highly searched keywords, you need to make sure you have localized keywords for your search engine optimization. Most people book vacations while on the go now, so making sure your searchable keywords are up-to-date and local should be a top priority so that people can find you.

Your content marketing strategy should highlight the location of your hotel as much as the basic amenities and services. This will help you sell them on the complete weekend getaway instead of just where they’ll be spending the night.