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Winkelman Building Corporation

The recipe we craft for each client contains different ingredients based on their needs and the results they demand. Winkelman Building Corp. is in the whale business.

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INBOUND MARKETING ISN’T A ONE SIZE FITS ALL TEMPLATE.

The recipe we craft for each client contains different ingredients based on their needs and the results they demand. Winkelman Building Corp. is in the whale business.

As a local commercial construction company, their sales cycle is long and very narrow. Each bid they win is a whale and each is accompanied by months of work and millions of dollars. Leighton Interactive worked together with Winkelman to create a website that would portray their culture, brand image, and commitment to their customers, no matter how big.

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Winkelman Building Corporation
2015
  • HubSpot
  • Content Management System
  • Email Marketing

LEADS ARE LEADS,
NO MATTER THE INDUSTRY.

WEBSITE, INBOUND,
AND A STRATEGY

Winkelman Building Corp. is in the business of creating visions and fulfilling them to solve problems. They relieve stress for their customers with the best possible value. Leighton Interactive is in the same business. Winkelman initially asked us for a website rebuild. Through early conversations, inbound and lead generation became a topic for consideration.

Inbound works no matter the industry. Together we constructed a brand book, nailing down who Winkelman is and what their why is, a strategy yet to be implemented within their company for the first time in their 45-year history.

WHAT THE CUSTOMERS ARE LOOKING FOR?

Each customer of our clients’ has a unique buyer’s journey, and Winkelman Building Corp. was no exception. We garnered information on the industry to best understand the buyer’s journey related to commercial construction.

Trying to get far ahead of the buying cycle was a struggle initially. How do we align marketing efforts with a process that typically takes years? Our 100 Proof Promise doesn’t exclude whales so we did what we do – we got busy.

ANTICIPATING THE NEEDS OF CLIENTS

Growth is inevitable – humans, business, cities, trees. It’s a life-cycle stage that can be anticipated, but planning for it can be difficult. That’s where Winkelman Building Corp. wanted to be regarding growth, anticipating the needs of their clients and leads.

Establishing themselves as a pillar of the St. Cloud, MN community, thought leadership became a central focus through blogs, newsletters, and eBooks. Their brand image is centered around sustainability, not only in their services and what they build, but also in their people and how they develop and grow with Winkelman while being trusted members of the community.

SUSTAINABILITY
IS THE NEW BLACK.

We had to think differently

Inbound marketing also has a vested interest in sustainability. Compared to when Winkelman’s clients first shopped their service offerings in the 1960’s, buyers of today are looking and shopping differently.

Way differently, like inbound – differently.

They take their time. They do it on their own terms. They want to be the ones who find the information themselves. When they are ready to design and build a highly significant project with community impact for generations to come and stands as a testament to vision and values, they’ll find Winkelman Builders. They’ll find Winkelman Builders through inbound marketing.

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