How to Increase the Leads from Your Blogging Efforts

attract leads with your blogValuable 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.

Using LinkedIn to Generate Construction Leads

get leadsWhether your target clients are property developers and investors or business owners in need of new facilities, chances are they’re on LinkedIn. With preparation and a little patience, you can build relationships with the professionals who use this social platform and turn them into paying clients.

Reach Out with Value

Before you do anything on LinkedIn, optimize your profile and tailor it to the interests of your ideal clients. Include a headshot, and photos and videos of your finished projects. Build up your connections, recommendations, and endorsements.

With your profile in order, start joining LinkedIn Groups where your target market spends time and aim to become a recognized contributor. Share resources with images and videos, ask thought-provoking questions, and offer actionable advice and insight.

Once you’ve earned the group’s trust, reel in potential clients with a lead magnet. Create free, high-value content, such as an in-depth blog post or video, that includes an offer for an “upgrade” with further information your prospects can receive in exchange for their email. Then share your free content with the group.

Build Your Own Group of Prospects

By founding your own group that’s tightly focused on your ideal clients, you can attract more targeted leads and have greater control over how you interact with them. If you want to work with retail property developers, you might call your group the Choice Retail Property Developers Network.

Search LinkedIn profiles and put together a list of around 500 potential leads. Contact each with a short message inviting them to join your group. Paid LinkedIn advertising, such as sponsored content and InMail, is another way to attract members. Keep your group active by contributing valuable content and interacting with your members.

When you have around 10 active members, start moving your relationships off LinkedIn. Create a free webinar aimed at helping members solve a specific, common problem. Go for around 80 percent educational content and 20 percent sales-oriented content. Then invite your whole group and network to your webinar.

Online Advertising – When Does It Really Make Sense?

online advertisingWith the rise of the internet, homeowners, property investors, and your other potential clients have countless new ways to find what they want. Sticking with print advertising alone means missing these new opportunities to reach them. If your ideal clients use the Internet, then online advertising is a sensible investment.

Extending Your Market Reach

Ultimately, online advertising makes sense if it brings you more revenue than it costs. That doesn’t mean just bringing you more of the same old clients, though. Digital advertising lets you more effectively reach the type of clients you really want so you can win more profitable projects.

If you’re moving from general commercial construction into medical facilities construction, you’ll have more ways to reach this specific target market online than through trade magazines alone. If you do remodeling and you’re tired of low-budget clients, online ads can help you zero in on wealthier, luxury-oriented homeowners.

The only time digital advertising isn’t worth it is when you know with certainty that your target clients are rarely online.

Fine-tuning Your Strategy

Paid online advertising is complex. There are search engine ads, social media ads, email ads, video ads, and native ads, and each has its own set of best practices that are constantly evolving. Because of this, advertising on the Internet only makes sense when you have a well-defined goal and a clear plan for reaching it. Without this, you’ll only waste time and money.

Before you jump in, research where your ideal clients spend time and what they’re looking for online. Are those wealthy homeowners on Pinterest browsing for sunroom ideas or are they reading blogs about renovating historical homes?

Make your ads a strategic part of your marketing funnel. Offering a lead magnet, such as a free case study or email course, will get better results than just giving your prospects a number to call. Have a plan for tracking the results of each ad so you’ll know which to continue and which to drop.

How to Use a Q&A Podcast to Connect With Potential Clients

Constrpodcastuction is a complex, often bewildering field and your would-be clients are out there right now looking for answers to their questions. Running a Q&A podcast helps you attract those potential clients and position yourself as an expert they can trust to bring their projects to life.

Choose Questions that Matter

For your Q&A podcast to make a real connection, you’ll need to focus on the questions your ideal clients want answers to most. Choose a theme, but keep it broad so you don’t limit your audience unnecessarily. If you want more hotel construction clients, go with “hotel construction” as your theme rather than “renovating boutique hotels.”

When you start out, answer questions you’ve received through email, blog comments, social media or in person. Researching trending topics can give you more ideas.

In your answers, aim to provide genuinely useful information, but also let your audience know exactly how your services can help solve their problems. For social proof, occasionally invite a client onto your show and ask them about their experience working with your company.

Have fun and let your personality shine. Giving your listeners a chance to hear your voice and get to know you as a person is a big part of what makes a podcast effective.

Turn Your Listeners into Leads

Include calls to action (CTAs) at the beginning of each episode, a little before the half-way point, and at the end. Instead of trying to get your listeners to call and schedule a meeting, offer additional valuable content relevant to their interests.

To make it easy for listeners to give you their contact details and get the lead magnet content you’re offering, use a service that lets them sign up by SMS. These services provide a short phone number where your listeners can send a one-word text, such as “build.” The word triggers a text message from you with a link to a webpage where they can sign up by email and get their free content.

How to Use Evergreen Content to Get More Construction Leads

great contentThere’s a temptation amongst construction businesses to focus on creating content that’s newsworthy. While this will certainly interest leads and can help to boost your SEO rankings (especially if it gains some traction on social media), such content doesn’t stay relevant for very long. It has a limited lifespan. It’s why you should also focus on creating evergreen content.

What is Evergreen Content?

Evergreen content is content that won’t lose relevancy as it ages. For example, an article about construction trends to watch in 2018 is going to be outdated by the time 2019 rolls around. However, an article providing construction safety tips will always be relevant. Some of the types of content considered “evergreen” include FAQs, how-to guides, tutorials, product demonstrations, industry resources, testimonials, history-of articles, and terms and phrases glossaries.

The Benefits of Creating Evergreen Content

The following are just a few of the reasons why you should make sure to produce evergreen content for your construction blog:

  • Leads who are searching for basic information relating to your business will be more likely to stumble on your articles. These leads are looking for specific information and aren’t concerned with recent construction-related news. They’re looking to be informed.
  • By having a backlog of evergreen content, you give leads looking for information to inform themselves fully without ever having to leave your website. They’ll be able to go through one article to the next. By giving them this opportunity, you establish yourself as an authority within your field, thereby building more trust.
  • You’ll improve your SEO rankings, which will provide more exposure to your website and bring in more traffic. Evergreen content helps SEO because it tends to answer questions that people have, meaning that Google and other search engines will identify your evergreen content as being relevant to many of their user queries.

Unlike news-based content, evergreen content will help your construction business generate leads for years to come by providing valuable information, establishing your brand as an authority, and boosting your SEO rankings.

Blogging Frequency – Finding the Sweet Spot for Your Construction Business

blog scheduleHow often you publish to your construction blog can make a real difference in how many clients your efforts bring you. More blogging isn’t always better, though. Your ideal blogging frequency should meet both your target audiences’ needs and your own.

Meet Your Readers’ Expectations

How often you should post depends heavily on the type of clients you’re trying to attract. If you’re targeting property developers, investors, and other business people, chances are your readers don’t have a lot of time to browse blogs. What’s more, because they know their field well, they’ll be looking for in-depth articles that provide valuable insight, guidance, and information they can’t easily find elsewhere. For readers like this, you’ll get better results publishing fewer, but more comprehensive posts. One post a week is reasonable.

On the other hand, if you focus on retired homeowners interested in aging-in-place renovations, your readers have more time to stop by your blog. As non-experts, they’ll also appreciate having the basics explained in bite-sized chunks. These factors make it more practical to publish short posts two or three times a week.

Be Realistic About Your Schedule

Consistency is critical for building a loyal audience and maintaining your search engine rankings, so choose a posting frequency you know you can manage. Consider how many hours a week you can realistically commit to writing blog posts and how long it takes you to finish one.

If you know you have a news-hungry audience that would eat up daily posts, but you have little time to write, then stick with two or three short posts weekly so you can stay consistent. If your readers are more interested in practical, decision-making guidance, though, it makes more sense to put your limited blogging time into one in-depth post a week.

Typically, publishing fewer, but higher-quality posts will bring you more comments and social media shares. Long, comprehensive blog posts also help your search engine rankings and, more importantly, they tend to bring in more leads

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Website Redesign or Refresh? …When to Go All in

website redesignIf your website isn’t representing your construction company well or pulling in leads effectively, it’s time to change things up. While there are situations in which a simple update is enough, other times you’ll get better results from a full redesign.

When a Redesign is Worth it

A complete website redesign involves updating both the look of the site and its underlying information architecture. You’ll get a site that’s more attractive to your target audience and easier for them to understand and use.

If you started as a small home renovation company, but you’ve been expanding into multifamily housing, a redesign can help you better target your new ideal clients.

Consider a complete redesign if your site shows any of these symptoms:

  • It looks outdated – Design trends are constantly changing and a website that looks five years out of date can give your visitors the impression your whole company is behind the times.
  • It’s not easy to use – If your site is confusing and difficult to navigate, isn’t usable on mobile devices or takes more than two seconds to load, it’s turning away potential prospects and should be reworked.
  • It’s not working for you – A site that isn’t coordinated with your current business goals, ranks poorly in the search engines or fails to bring new leads is a good candidate for a redesign.

When to Stick with an Update

If your site works correctly on both desktop and mobile and fits with your current business goals, consider a basic design refresh. Maybe you’ve changed your visual branding and need the colors, fonts, and images on your site updated to reflect that.

Maybe you could use a new functionality or two. For example, you might add a feed that displays photos of your construction work your clients have posted on Facebook or Instagram using your company’s hashtag. To gather more leads, you might have some of your best content “gated” to require readers to supply an email address for access.

How Far in Advance Should You Plan an Editorial Calendar?

editorial calendar planningAn editorial calendar can help you create more client-converting content with less effort, but it’s only helpful if you plan far enough in advance. Get your schedule right and you’ll have time to create truly valuable content about even the most complex construction issues.

Match Your Planning to Your Schedule

The farther ahead you plan your online content, the more time you’ll have to find topics that truly interest your target audience, gather information, and organize your thoughts in a way that will hold your readers’ interest while leading them towards contacting you. All this means content that attracts and converts prospects more effectively.

That said, exactly how much advance planning makes sense for you depends in part on your blogging schedule. If you publish every day, you might only be able to plan one to three months ahead. If you publish just once or twice a week, though, planning three months to a full year ahead is more reasonable.

Move Forward Gradually

If you try to plan every month down to the last detail, it’s easy to get too overwhelmed to think about anything that’s more than a month ahead. By filling in your calendar gradually, you’ll be able to plan farther ahead with less stress.

Start your editorial calendar by filling in the big upcoming events. If you want to write a post about the open house you’re going to next month and the trade show you’ll be attending in three months, put those on your editorial calendar. If you’re planning any in-depth pillar posts, put those on the calendar next.

Then, starting from the upcoming week, pencil in ideas for the topics you regularly write on, such as your restaurant construction Mondays or sustainable building Wednesdays. With this method, you’ll always have the next month or two planned in detail, but still enjoy a bird’s eye view of what you need to be thinking about for the future.

 

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