Construction Industry Blogs

Dr. P.,

In accordance with our conversation regarding the use of blogs as an IT tool for our business I offer the following.  Blogs have long been known as a vehicle for voicing the vibe or pulse of an organization.  Many corporate blogs are presented incorrectly as they are used, typically, much too obviously, as marketing devices.  Even cleverly written blog such as a blog used by Zillow, which creatively informs buyers of financing options for their next home purchase, ultimately directs potential buyers to Zillow’s Mortgage Marketplace.  Such a blog is certainly informative however any mortgage broker would provide their clients with the same information.  The blog doesn’t generate adequate levels of business to justify existence.

Implementing the use of blogs for marketing at our firm would be a fruitless endeavor.  Valuable time would be spent by our marketing department writing and posting blogs that would not lead to top or bottom line growth.  The costs incurred to create the blog would not be offset by revenue generation as 85% of our construction business comes from repeat clientele, 12% from referrals and 3% from website inquires.  A better allocation of resources would be spent increasing and updating our website content.  Therefore I recommend we pass on implementing the use of blogs in our firm and focus our marketing resources on further developing our website and strengthening our relationships with existing customers through the use of company sponsored events.