3 Reasons an Online Presence is Crucial to Your Business

online presenceMore than just electronic business cards, your website and social media accounts are integral parts of your construction marketing arsenal. Managed correctly, they’ll help you gain new clients and profit more from existing ones.

Attract New Prospects

You have only so much time in the day to make calls and send letters, but your website and social media accounts are ready to do your construction marketing for you 24 hours a day. Take the time to develop your online presence with the kind of information your ideal prospects are searching for. The more you put out there, the better the chances your potential clients will find you via their online searches.

Include strong calls to action that encourage your visitors to contact you for more information or provide you with their email address. Offer incentives such as a free white paper or time-saving checklist.

Position Your Firm as an Authority

Your online presence provides a platform where you can share your knowledge and demonstrate your expertise. It’s the perfect opportunity to gain your visitors’ trust and appreciation by using what you know to guide them in making informed decisions. Help them understand relevant laws and regulations, various construction techniques and building materials, and the influences behind today’s building trends. When your prospects see you as credible and generous with your help, they’ll be more likely to choose you as a business partner.

Build Stronger Relationships

The online content you provide gives your prospects and current clients a way to interact with your firm and get to know you even when they don’t have time to call or meet in person. They can read your blog posts, browse your portfolio and watch your videos, then leave comments or ask questions.

Offering multiple methods of contact assures your prospects and clients that you’re accessible and responsive. Your blog comment section and social media accounts also let your prospects connect with your existing satisfied clients who can put in a good word for you.

For more information on effective online construction marketing, contact us at Construction Monitor.

The Basics Of Online Lead Generation For Your Construction Business

online lead generationIf you’ve been sticking with traditional methods of bringing in leads, you’re missing a lot of would-be clients who are looking online for construction services like yours. With just a little basic online lead generation, you can grab some of those clients before your competitors do.

In-Bound Marketing: Drawing Leads to You

Online in-bound marketing is an approach that focuses on attracting your target prospects to your website. One of the most common ways to do this is with a blog or library of articles full of information focused on helping your target clients solve their problems and achieve their goals. As they search online for the information they need, they’ll come across your site and begin to view you as a helpful expert worth contacting.

“Lead magnets” also play a role in online lead generation. A lead magnet is content your visitors receive only after providing their contact information. It might be a white paper, video course, email autoresponder series, time-saving checklist or even a fun yet informative quiz. It’s something that gives your visitor an incentive to hand over their email address so you can contact them later.

Social Media: Meeting Leads Where They Are

Platforms such as LinkedIn, Facebook, Twitter, and Houzz let you easily find people in the market for construction services and start building personal connections with them.

Focus on two or three platforms where you know your ideal clients spend time. Create a complete profile and make posts your target audience will find helpful or entertaining. Social media is a place to mingle, not hard sell, so take time to interact with your potential leads. “Like” and comment on their posts, reply to questions, and send private messages when appropriate.

Ultimately, your goal should be to attract them to your website or get them to contact you by another means.

To get the most out of your online lead generation efforts, go in with a plan. Know how you’re going to attract your target prospects’ attention, then educate them about your services, and finally convert them into clients.

Buyer Personas and How They Help Target Your Lead Generation

Creating a buyer persona for your leads and prospects lets you more easily visualize the type of customer you are looking for. More importantly, buyer personas are effective at giving you insight into what your customers want and need. The following information will help you understand buyer personas and how you can use them.

Many products and services do indeed have a vast audience, but no company can successfully market everything they offer to everyone at all times. Trying to do so spreads your marketing so thin that it will do little good. To make your marketing work, you need to understand who will need your products and services, who will most likely respond to your marketing messages, and what they need from you to become a customer.

A buyer persona is a profile created to reflect the characteristics of your ideal customer. It will include personal and demographic data, along with information on what that ideal customer will want. Much like a character in a novel, buyer personas should have a personality, and when you look at that persona, you should be able to make assumptions about the person it represents.

For example, if your company specializes in high-end renovation work, your buyer persona might be a professional person with a high income and the willingness to spend it on his home. If you sell paint and decorating supplies, a viable persona might be a young couple who have just bought their first home and are working to give it their unique touch.

When you know what your buyer persona wants and needs, you can narrow your marketing to better target customers. This ensures that your marketing budget is spent effectively on messages directed specifically to leads who are most likely to respond.

Construction Monitor helps construction companies make the best use of their marketing resources, providing industry-specific data and information on best practices that can be put to use immediately. Contact us today for more information on buyer personas and how creating a buyer persona for your target market can improve your lead generation efforts.

Know Your Audience: Where and How You Interact With Potential Customers Matters

target marketKnowing as much as possible about your customers is only part of the battle in successful targeted marketing. Once you have gathered useful demographic data on your leads or established accurate customer personas for your most likely customers, you still have to interact with them and convince them to buy your products or services. In this part of your marketing process, where and how you interact with potential customers matters.

In-Person Interactions

In-person interactions require the same type of customer care they always have. You must answer questions, provide information, and make informed suggestions that are best for the customer.

Online Interactions

Online, you must be willing to engage with your customer when they need and want to interact with you.

  • Questions: Customer service agents who answer questions must be available to respond as quickly as possible. Delays in answering online queries will give customers the chance to lose interest in you and look elsewhere.
  • Problems: Problems must also be addressed quickly. If a potential customer thinks you’re ignoring a problem or issue, your reputation will suffer and your potential customer will conclude that you don’t care.

Other Interactions

Some interactions can be very subtle, but they will have a significant effect on how your potential customers react to you.

  • Design: The design of your marketing materials often reflects the demographic segment you’re targeting. Marketing aimed at an upscale market will usually have a more sophisticated look that refers to issues exclusive to that segment. Marketing aimed at a more general audience tends to have a more popular appeal.
  • Copywriting: Similarly, the copywriting and text of your marketing materials should be geared toward your target audience. Chatty, familiar-sounding text will work for a customer who is shopping around while terse, facts-only copy will be more appreciated by customers who have little time to spare.

Construction Monitor’s mission is to provide the most accurate and most recent data that construction companies can use in their marketing efforts. Contact us today for more information on targeted marketing and how to make sure your marketing interactions are as effective as they can be.

 

Geo-Targeting and How it Can Help You Land New Clients

geo targetingConstruction companies acquire a large number of their clients through referrals or word-of-mouth. However, a savvy company that wants to compete at the highest level also needs to know and apply some of the most effective marketing techniques to expand their reach and gain more clients. Geo-targeting is one of the more useful of these techniques.

What Is Geo-Targeting?

Geo-targeting is an online advertising and marketing method that delivers targeted messages and advertisements based on a potential client’s geographical area. If you’ve ever been searching on Google, for example, and had an advertisement for a local company appear on your screen, you’ve been on the receiving end of geo-targeting.

Geo-targeting can be applied to potential clients who visit your website, your social media pages, or anywhere else you maintain an online presence. The process of geo-targeting an online ad requires the ability to read a visitors IP address, the unique electronic number that identifies each computer using the Internet. The numbers of an IP address allow a geo-targeting system to determine a user’s location, often down to the level of individual towns or streets

Using Geo-Targeting to Get New Clients

  • A geo-targeting system can serve up advertising relevant to a specific geographical area. For example, if your company serves clients in Minnesota and Florida, a geo-targeting system can tell if a potential client is looking at your site from one of those areas. It can then present advertisements and marketing messages that are specific to client’s needs in those areas. At the same time, geo-targeting can exclude advertisements to potential customers that are not likely to need your services.
  • With geo-targeting, you can focus your marketing efforts in specific geographic areas, such as in a radius around your store or company location. This allows you to focus on local prospects that are more likely to respond.

Construction Monitor provides data, industry information and marketing tips that can help construction firms of any size increase their client base. Contact us today for more about geo-targeting and how you can use it to apply focused customer acquisition techniques to your marketing efforts.

3 Tips for Increasing Word-of-Mouth Business in the Construction Industry

Word of mouth has the potential to bring you a consistent flow of targeted construction leads, but you can’t rely on chance to make that happen. To get the most from your referral marketing efforts, invest time in methods that actively encourage word to spread.

Offer Incentives

People are busy, and even your most satisfied clients might not find the time to send business your way unless there’s something in it for them. Offering incentives as part of your referral marketing plan can give your clients the extra motivation they need to contact you.

For every lead that turns into a sale, you might offer a restaurant gift certificate, tickets to a popular entertainment venue, an exclusive gift or a straightforward cash reward. Offering a percentage of the sale is another option, but remember that it has to come out of your profits. Make this incentive open to your employees, too.

Grab More Opportunities

Chances are you’re overlooking a lot of opportunities to ask for referrals. When a client thanks you for your work or offers a testimonial, ask if they know anyone else who could use your services. If you’re able to do a client a favor or help them manage a difficult situation, that’s another time to ask for referrals.

It might sound counterintuitive, but complaints can also bring you referrals. If you can solve the problem quickly and end up with a satisfied client, that client might be impressed and appreciative enough to connect you with some leads.

Keep in Touch

When a job is completed, follow up by mailing a package that includes a thank-you letter, a form for a testimonial and referrals, and a self-addressed stamped envelope.

Contact former and current clients two to four times a year to check in on how they’re doing and find out if you can offer any help or advice. To up your chances of bringing in referrals even more, consider inviting your best former clients out for dinner.

For more information on making referral marketing work for your company, contact Construction Monitor

2 Ways to Use LinkedIn to Generate More Leads for Your Construction Business

LinkedInAs the most popular professional networking platform, LinkedIn lets you connect with specialists in every segment of the U.S. construction industry, as well as other industries. Just having a profile there won’t do much for you, though. To bring in leads, you’ll need to get actively involved.

Build Relationships

LinkedIn makes it easy to find and connect with your ideal clients by letting you search for individuals, businesses and groups by industry segment. Once your profile is filled out in detail, including a professional profile picture, start adding connections using the “People You May Know” list. Then follow your current and prospective clients. Take some time to look into your contacts’ connections, starting with the ones they’ve written recommendations for. When you send an invitation to connect, offer a few words about why you’re interested in connecting.

Join groups relevant to the U.S. construction industry, but pick just two or three large, active groups. Take part in discussions there as a person, not a company. Share construction industry news and visual content such as photos and infographics, and offer your own point of view. Consider starting your own group to position yourself as an authority and attract attention from people in your target market.

Demonstrate Your Expertise

Take advantage of LinkedIn’s publishing feature to share advice, insights, news and other content that’s relevant to the prospects you’re targeting. When you spot a news story about a current or prospective client, post it as a status update. Consistently publishing useful content demonstrates your knowledge and willingness to help, strengthening your image as a reliable service provider. It also helps you build an attentive audience of people who are interested in the services your company provides.

Leaving recommendations for your current clients and contacts is another way to establish yourself as an expert in the field. What’s more, recommendations act as a constant reminder that your company is available and increase the chances your contacts will return the favor by sending leads your way.

For more information on generating leads in the U.S. construction industry, contact us at Construction Monitor.