Valuable content is only one component in a lead-generating blog strategy. To bring in the kind of construction leads you want most, you’ll need to zero in on your target clients’ interests, then guide them toward getting in touch with you.
Focus on Buyers
When you’re building your blog readership, it’s all too easy to make the mistake of choosing popular, highly searched-for topics, rather than the topics that will attract paying clients. You might get a lot of visitors to a post about office building depreciation, but they won’t necessarily be looking to hire a contractor. When you choose topics, consider what your ideal clients research when they’re ready to embark on a new project. If you offer commercial office construction, that might be topics such as “small office building design” or “office construction cost per square foot.”
Grab Their Emails Fast
When a potential client lands on your blog, they might love the guidance and insight you provide, but then click away and completely forget about you by the time they’re ready to hire. By offering a tempting “bribe” to sign up for your mailing list, you can capture their contact information immediately and then follow up. Your bribe could be an email course, a video series, a detailed case study or any other content, as long as it provides valuable information that addresses a specific, pressing issue your readers face.
Liven up Your Calls to Action
Attention-grabbing calls to action (CTAs) strategically placed in your blog posts are the final step in turning your readers into leads. Your CTAs should give your readers a good reason to hand over their contact information. “Sign up for our newsletter now” doesn’t cut it. Instead, try something like “Get your free mini-course on sustainable office construction” or “Sign up for our newsletter and be the first to hear about profitable new office building trends.” Place these CTAs prominently within your posts as well as at the end.