With 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.