Setting Up A Sales Funnel for Construction Lead Conversion

sales funnelConstruction lead conversion is a gradual process that involves building trust and providing guidance. There’s no quick-fix solution, but with a skillfully designed lead funnel, you’ll be able to turn leads into clients almost on autopilot.

Reach Out to Your Audience

To guide new leads into your funnel, consider what those in your target market hope to get from you early on. Are they searching for tips on ecologically sustainable office building construction? Do they want guidance on aging-in-place home remodeling? Keep your target audience’s goals in mind when you create content for your social media accounts and blog, provide material to attract referrals from past clients, and when you create your cold call scripts.

Capture Their Contact Info

The next step in your sales funnel turns information seekers into warm leads by bringing you their contact information. Some will contact you on their own, but you’ll get better results by offering an incentive. It could be an ebook, white paper, video series, webinar or any other premium content that gives your visitors valuable information in exchange for their email address or phone number.

With each incentive you offer, focus on solving a common, concrete problem for a specific audience. For instance, if you work with luxury hotel developers, you might tempt them in with data on trends in sought-after hotel amenities.

Along with getting contact information, your incentive should “pre-sell” your prospect. Let them know who your services are best suited for and exactly how your expertise benefits your clients.

Build a Relationship

Because construction lead conversion can take months, your funnel should include a way to stay in touch with prospects while they research and plan their projects. An email newsletter is one of the most efficient ways to do this. A simple, twice monthly newsletter keeps you at the forefront of your prospects’ minds. It also lets you showcase your services and success stories to encourage your prospects to choose your firm when they’re ready to start work.

 

How Blogging Can Build Visitor Trust

building trustPublishing a blog is a good way to help people find your construction firm online, but that’s not where the benefits end. Your posts also build visitor trust by showcasing your expertise and helping you build influential connections.

Establish Your Credibility

Before your visitors give you their trust, they need to see some proof that you have the skills to turn their construction plans into a reality and the personal integrity to deal honestly with financial and scheduling matters. By filling your blog with valuable tips, advice, and insight that will help your target audience solve their problems and reach their goals, you show them you know what you’re talking about. Your blog also gives you a way to draw more attention to your portfolio images, client testimonials, and success stories that further prove your expertise.

Your hard skills aren’t the only thing your blog shows off, though. Freely sharing your knowledge positions you as a helpful, generous expert who’s willing to take the time to guide others in the right direction.

Team Up with Influencers

Your blog opens an abundance of opportunities to work with construction industry influencers and build visitor trust by leveraging their good reputations. Find out who the influential personalities are in your segment of the construction industry and start building a relationship by interacting with their blog and social media posts. Mention them in your blog posts or ask to interview them for a post. Send a short question to several influencers and, with their permission, create a blog post from their answers. Ask to guest post on their blog or invite them to guest post on yours.

When you publish an especially high-value post, let relevant influencers know you have something their audience might find helpful. If you’ve built a connection, chances are they’ll be happy to share your post, which gets your name in front of more potential clients along with a recommendation from someone they already trust.

 

3 Ways Construction Companies Can Attract More Leads Through Video Content

video marketingVideo content holds attention, conveys information quickly, and is highly sharable, but it’s often overlooked as a tool for bringing in construction leads. Used skillfully, though, your videos can attract leads in several ways.

  1. Gate your videos – Value-packed videos can give your website visitors an incentive to hand over their contact information. Choose one of your target prospects’ most pressing problems and produce a series of videos that help them avoid or solve that problem. If you offer remodeling services, you might create videos with practical tips on avoiding cost overruns and missed deadlines during a home remodeling project. Then make the series accessible in exchange for an email address.
  2. Include videos in your emailsEmail newsletters that include videos have been shown to get higher clickthrough rate. That means more readers coming back to your website where you can lead them towards contacting you. A 60- to 90-second video is enough to do the job. If you’re telling your readers about a service, create a short video showing the real-life results of that services or interview a satisfied client. If you’re announcing the completion of a new office building project, take your readers on a quick video tour. Make sure the thumbnail you embed in your email displays a play button and runtime so your readers realize you’re offering a video and that it’s quick to watch. Use the word “video” in your email title to grab your readers’ attention.
  3. Invite your viewers to connect – Posting your video content on Youtube, Vimeo, and other sharing sites puts you in contact with a wider audience. Unless you motivate your viewers to get in touch with you, though, chances are they’ll just move on to the next video. To turn your viewers into leads, include a call to action in every video and give people an easy way to find your website. Consider using an app that lets you embed a Facebook “share” icon and an email opt-in form right into your video.

 

Using Case Studies To Build Credibility

case studiesWhen a potential client is learning about your construction firm, the content you publish is a big part of how they judge your credibility. By showing exactly how you’ve solved a client’s tough problem in the past, a case study makes your reliability clear.

Show off Your Successes

Few types of content demonstrate your real-world problem-solving skills better than case studies. A case study backs up your claims of expertise so well because it’s essentially a client success story with an in-depth description and hard evidence to prove how you helped your client overcome a problem and reach their goals.

The biggest challenges your firm has faced make ideal case studies. Write about that tricky second-story addition you built on an older home, the boutique guesthouse you built in a densely forested area or how you sourced sustainable building material for a demanding client.

When your prospects see how adeptly you were able to analyze your client’s problem, devise and evaluate potential solutions, and then put your chosen solution into action, your credibility becomes undeniable.

Back Up Your Marketing Claims

Integrating case studies into your marketing lends credence to your claims of expertise. Feature them on your home page to let your visitors read about a real person who saw success working with your firm. This works well if you have widely divergent specialties, such as home remodeling and educational facility construction. When you develop sales presentations, include case studies to let your results speak for themselves.

Case studies are rife with ideas and data that can inspire blog posts, videos, infographics, and social media posts. Using your case studies as a jumping-off point for new content helps you get more use out of your existing material and draws more attention to the case studies themselves.

Case studies make ideal lead magnets, too. Put together a video tour or photo essay on a finished project, then offer the related case study in exchange for an email address.

 

How People-Based Marketing Can Boost Engagement

people based marketingWith so many ways for your clients to interact with your construction firm both online and off, it can be hard to present a consistent, personalized message. People-based marketing lets you tie your marketing data back to individuals, so you can speak directly to them in a way that gets a response.

Focus on the Individual

People-based marketing involves tracking an individual wherever they interact with your business so you can provide a more cohesive, customized experience. Imagine Tom, a 35-year-old homeowner, finds your site while researching remodelers on his iPhone during his lunch break. When he gets home, he joins your email list from his laptop. Later in the week, he calls you for more information.

With traditional methods, all you’ll have is data showing that someone interacted with your firm on mobile, on a laptop, and offline. People-based marketing lets you connect your data to individuals, giving you a clearer view of how they interact with you so you can give them an experience that’s in tune with their needs and interests. Instead of marketing to 30-something homeowners in general, you can market directly to Tom.

Provide Content that Gets Attention

When your visitors get what they want from your online content, they have more incentive to stick around and engage with you.

Recommend blog posts that resonate with them and you’ll get more comments. If those blog posts touch on issues related to groups your visitor is a part of, you’ll get more social media shares, too. When you find just the right moment to suggest joining your email list, you’ll see more sign-ups. Promptly follow up with your recent clients, and chances are you’ll receive more positive online reviews. Better yet, you’ll no longer have to risk annoying your prospects with interruptive ads.

The more time your prospects spend interacting with your firm, the stronger a relationship you can build, and the more likely you are to see a sale.

 

How Online Reviews Can Make Or Break Your Construction Business

online reviewsBecause a construction project is no small undertaking, you can bet your would-be clients are checking out the reviews online before they even contact a construction firm. With a proactive online reputation management strategy, you can make sure your reviews work for you, not against you.

Asset or Liability: the Decision is Yours

The countless opportunities to share opinions online mean your reputation is no longer limited to word of mouth circulating in your local area. Online, anyone can say anything about you and, with a quick search, your prospective clients can find those comments. Your online reputation will develop whether you take an active role in it or not. Your approach to online reputation management is what determines how much you benefit.

Take charge of your reviews by encouraging your best clients to share their opinions and your online profiles will be filled with positive comments that outshine any less favorable ones. You’ll have no trouble making that critical good first impression on anyone searching for you online.

Keep Up With the Conversation

If you’re monitoring your reviews, you’ll have the opportunity to thank your clients who leave good reviews and offer them further services or request referrals when they’re in a buying mood. You can also ask permission to re-reprint their reviews, so you can leverage their praise in your marketing.

When a frustrated client shows up and you respond promptly, there’s a chance you can make amends and turn them into a happy, loyal patron. Even if that client ends up leaving, your response will remain online to show future prospects how seriously you take customer service and how respectfully you handle conflict.

Ignore what’s being said about you online, though, and you’ll miss valuable opportunities while leaving both your current and prospective clients with the impression you don’t particularly care what they think.

By encouraging your satisfied clients to speak up and paying attention to your reviews, you can build an online reputation that works solidly in your favor.

 

3 Effective Ways To Convert Blog Readers To Hot Leads

blog conversionA blog that can convert readers to leads is an invaluable marketing tool, but to bring your blog to that level, you need more than just regular construction news updates. Authoritative content combined with a little direction will give your readers more reason to contact you.

Conversion strategies

  1. Prioritize quality – To get your blog readers interested in doing business with you, you need to prove that you’re a trustworthy authority who offers something your competition doesn’t. Content that demonstrates expertise in your segment of the construction industry does exactly that. Instead of pushing out frequent short update posts, invest time in creating in-depth posts that offer real value to your target readers. As a bonus, these posts tend to get more links and shares, as well as higher search engine rankings.
  2. Offer premium content – The content freely available on your blog is great for attracting new readers, but it’s not always enough to convert readers to leads. To nudge your readers in the right direction, make some of your most valuable content available only in exchange for an email address. This works best with content that solves a specific problem or provides concrete benefits. You might offer your best tips for restoring a historical home or your analysis of data on the most profitable segments of the commercial construction market.
  3. Strategically position calls to action – If you know a little about blog writing, you’re probably already including basic calls to action (CTAs) at the end of your blog posts. While that’s an important step, there’s a lot more you can do to get your readers’ eyes on your CTAs. Include them in the first half of you post for readers who might not reach the end, and in your sidebar and a pop-up or screen overlay. Experiment with wording, formatting and placement, and track your results. For example, you might find a boldly colored graphic in the middle of your posts gets better results than the form in your sidebar.

 

3 Ways To Incorporate Influencer Content Into Your Content Marketing Strategy

influencer marketingWhen you hire a social media influencer to create content for your construction firm, you’re getting a marketing asset that’s made to be re-purposed. Strategically using influencer content in your own content marketing ensures you get as much value as possible out of your investment.

Share it on Social Media

Instead of just sharing your new content as-is, add your own individual touch to further your personal connection with your audience.

If you post influencer-made photos to your Facebook, Instagram, and Twitter accounts, write unique captions for each post. Later, incorporate the most popular photos into a collage or use them as part of a video. If the influencer has written a blog post or review around your services, pull some quotes and post them with your own comments.

Then pay attention to your audience’s reaction. High-quality content that garners an exceptional amount likes, comments, and shares might be worth promoting though paid social media ads.

Send it to Your Email List

Because your email list readers are some of your most dedicated fans, email is the ideal place to go into more depth on the topics your new influencer content covers. For instance, you might talk about how the content ties into your firm’s current projects or future plans.

Using influencer content to spark discussion can bring you valuable feedback from your list. Ask your readers if they agree or disagree with the influencer’s opinions or if they feel the infuencer missed any important points.

Feature it on Your Website

Photos and quotes from an influencer make easy jumping-off points for blog posts and website pages. You can provide more detail on the services the influencer talks about, expand on their thoughts about your segment of the construction industry or just respond to their opinion of your firm.

For example, if an influencer mentions your kitchen remodeling skills, use that quote as the basis for a post highlighting some of the kitchens in your portfolio.