Does Email Lead Generation Really Work?

Building an email list takes some work, but your efforts can pay off for your construction company in ways you might not expect. In fact, email lead generation is one of the most effective and time-efficient ways to attract more leads and turn them into clients.

A Reliable Favorite

Some 42 percent of companies find email to be one of their most effective channels for pulling in leads, according to Circle Research, and for B2B companies, that number rises to 88 percent. Email marketing brings in leads more effectively than social media marketing, even though managing your social media can easily take up more of your time. Your email list can bolster your social marketing efforts, too. Your email list readers are three times more likely to post your content on social media than people who find your content in other ways.

For the average business, nearly 80 percent of the leads that come in never turn into customers or clients. The main reason isn’t the leads’ disinterest, but the businesses’ failure to nurture those leads. Email lets you keep in contact so you stay fresh in your leads’ minds and it gives you a way to offer further proof of your expertise to reinforce their trust. That’s especially important in the construction industry where your prospects might spend months selecting a company and arranging financing before they’re ready to get down to business.

Clearer Focus, Better Conversions

How well email lead generation works for your company depends on what you do with your email list. One of the most effective ways to pull more leads from your list is by using triggered campaigns rather than a single general email list.

A triggered email campaign is a specialized series of emails sent when someone takes a specific action, such as downloading a free whitepaper. It’s tailored to the readers’ interests and guides them toward the next step, which might be setting up a meeting or attending an open house.

Why Blogging Should Be The Hub Of Your Digital Marketing Strategy

blogging strategyBy helping more people find your construction firm and turning those individuals into warm leads, a blog acts as the linchpin that keeps your digital marketing strategy running smoothly. The better you understand how your blog does this, the better you can manage it to your advantage.

Reach Out to Your Market

Blogging helps improve your search engine ranking by keeping your site regularly updated with fresh content and increasing the amount of searched-for phrases on your site, as well as by attracting links from other websites and social shares from your readers.

Your blog also makes it easier to reach your potential clients on social media by giving you a source of content to post. Plan content for your blog, then draw on it for your Facebook posts, Instagram pictures, and Twitter tweets. If you write a post about renovating a clubhouse one week, you can use photos, tips, and interesting facts from that post as the week’s social media content.

Build Stronger Connections

When a potential lead does click through your search engine link or social media post, your blog will be there to welcome them. Unlike a skimpy brochure website, a blog can hold their attention with valuable content, demonstrate the benefits of working with your firm, and lead readers toward handing over their contact information. Your blog’s RSS feed and email digests give you more ways to stay in touch with your prospects.

To keep your prospects interested and build a good rapport, your digital marketing strategy needs a mix of content that lets your audience interact with your company in a variety of ways. A blogging platform makes it easy to upload and organize all kinds of content, including images, videos, audio, and downloadable PDFs.

As an added benefit, a blog gives you a way to gather data such as keyword activity, page views, and click paths that tell you what your target audience wants so you can give them more of it.


3 Strategic Content Planning Methods

strategic content planningGood planning and time management makes content creation easier and helps ensure you really connect with the construction clients you want. No single content planning method is right for everyone, though. Find one that fits your working style and you can get better results with less effort.

  1. Keep it short, sweet, and timely – What’s basic information to you might be a valuable discovery for your readers. To make things easier on both of you, base your content on the topics you find easy to write about and keep it short and pithy. Make a list of topics you’re well versed in so you’ll always have ideas on hand. Because you won’t need extensive research for this method, you can more easily hook into trending topics. Get fresh ideas from your clients’ questions, the topics your social media followers are talking about, and the blog comments and forum posts you’ve read recently.
  2. Let your audience lead – If you’re new to content planning and not quite sure what will appeal to your target audience, a little research can help. Find out what your potential clients are looking for online by conducting keyword research and checking out your competitors’ blogs and social media accounts to see what’s getting comments and shares. Ask your current clients what they’d like to learn more about, too. Then combine their interests with your goals. If you want more commercial retail clients and find they’re interested in natural lighting options for flex spaces, there’s your next blog post idea.
  3. Play the long game – If you want to make content a major part of your marketing, it will be easier to stay on track by planning three months to a year out. Creating an editorial calendar far in advance gives you the time you need to develop comprehensive, in-depth content that garners back links and social shares. You’ll have a chance to do thorough research, conduct interviews, and arrange guest posts. This method also ensures you’ll always have ideas ready to go.

3 Tips To Attract New Construction Business Through Your Website

attract visitors to websiteActively hunting down new leads is all part of running a construction firm, but getting warm leads to come to you on their own will make your job a lot easier. By fine-tuning your website to attract new construction business, you can grow your firm without adding to your marketing workload.

  1. Direct Your Traffic – Design your site to guide visitors toward giving you their contact information. Make it easy for them to find essential information, such as your services, portfolio, and the market sectors you specialize in. For each page, consider what your visitor will want to know next and make sure that information and your contact information are easy to find. If you’re using a lead magnet, such as a white paper or helpful checklist, to attract new construction business, highlight that content on your homepage, in your sidebar, and at the end of your blog posts.
  2. Offer Live Chat – Live chat isn’t just for retail websites. Given all the complexities involved in planning a construction project, your visitors are bound to have questions. If they can’t get answers fast, they might just take the easy route of clicking over to your competitor’s site rather than calling you to ask. With a live chat window, your visitor can get their question answered quickly and you’ll have the valuable opportunity to engage them in a conversation and set up a phone meeting.
  3. Introduce Yourself Through Video – Especially if you target business people, such as property developers, some of your visitors will be short on time and not in the mood to read through a bunch of text. A short introductory video helps you reel them in and hold their attention while you give them an overview of what you do and how you stand out from the competition. Video also gives your visitor a chance to hear and see you “in person,” which helps break the ice and encourage them to give you a call.


3 Tips For Finding Leads Online In Unusual Places

online leadsEven if your favorite sources of construction leads are keeping you busy for now, it never hurts to have more tricks up your sleeve for finding leads online. Look in the less obvious places and you might find they give you some of your best clients yet.

  1. Work with strategic partners – Cross-marketing with non-competing businesses and organizations that work with the same market as you puts you in touch with new leads while also strengthening your network. Potential partners include materials suppliers, architects, and tradespeople such as roofers and carpenters. Even non-profits can help bring you leads. If you specialize in eco-friendly home remodeling, you might partner with a non-profit that focuses on health or environmental issues. Cooperating can be as simple as exchanging ads in each other’s email newsletters or social media posts or guest blogging for each other’s blogs.
  2. Offer your guidance – Forums, blogs, and social media accounts where your target market spends their time are all opportunities for finding leads online. People come to these sites for guidance when they’re planning a new project or have a problem with an on-going project. By browsing for questions related to your services and taking a moment to reply, you’ll get your firm’s name on the radar not just of that poster but also of anyone else who happens by looking for answers.
  3. Put it on video – Youtube remains one of the largest search engines in the world, yet it’s easy to overlook as a source of leads. Posting videos of your completed projects might help turn interested prospects into clients, but it won’t necessarily bring in new leads. To reach people who haven’t heard of you yet, focus on providing information that will help your ideal clients get their projects started. For example, if you offer remodeling services, create videos on simple DIY remodeling projects. A DIY-enthusiast homeowner might put in new kitchen cabinets themselves, but hire you to remodel their bathroom.


How Does Geo-Targeted Marketing Work?

geo targetingBy its very nature, a construction project’s development is deeply intertwined with the needs of the geographic area where it takes place. Geo-targeted marketing lets you address your ideal prospect’s location-specific interests to show them you understand their needs.

What Geo-targeted Marketing Does

Simply put, geo-targeted marketing, or location targeting, means directing your online marketing at specific geographic areas. Offline, you can easily target residents of a particular area just by placing ads in local newspapers and radio programs. Online, unless your ads are geo-targeted, anyone can see them. That makes it hard to speak to the differing needs of people in diverse locations.

When you geo-target your marketing, you can customize your ads to let your would-be clients know you understand the challenges they face, such as working within strict building energy codes or building in heavily forested, high-elevation areas. By focusing on relevant specifics, you’ll attract attention and build trust.

The Technology Behind Geo-Targeting

Geo-targeted marketing typically works by using a visitor’s IP address to determine their location. To do this, ad servers and platforms use information from geolocation services. This method isn’t flawless, but it can usually narrow down a user’s location to their postal code. When you advertise on a platform such as Facebook Ads or Video Ads for YouTube, you can choose to show your ads to a specific city, neighborhood or postal code, depending on the platform.

This lets you offer location-specific ads that lead to landing pages designed especially for that area’s audience. It also helps you target by demographic group by focusing your marketing on areas that are favored by a certain age- or income-range. If you want to attract people to an event at your office, you can send SMS ads or place online ads that will reach those within a small radius of where you are. For behavior-based geo-targeting, you can target the area around places your potential clients might visit, such as home improvement stores.


Email Drip Campaign Basics – What You Need To Know

email marketingBecause it can take months for construction leads to turn into clients, it pays to stay in contact with your prospects over the long term. An email drip campaign lets you keep in touch without adding to the work you already have.

Guiding Your Leads

An email drip campaign is a pre-scheduled sequence of emails automated to be sent at specific intervals. These campaigns are often set up to start when a website visitor performs a trigger action, such as downloading a free tips sheet or signing up for a webinar.

The ultimate goal is to guide your prospect through your sales funnel, but each campaign has a more specific primary goal. It might be to welcome new leads, educate prospects about the services you provide, nurture greater trust and rapport or reconnect with a client you haven’t heard from in six months or longer.

Regular, well-timed contact keeps your firm at the top of your prospects’ minds, while also letting you soft-sell your services by showcasing your successes. It can also help you build long-term relationships that result in more return clients and referrals.

Crafting Your Campaign

When you set out to create a campaign, know your goal first. What step do you want to lead your prospect toward? The content in your emails should give your prospects whatever they need to take that step, whether it’s a clearer understanding of your design-build process or more reassurance of your skill at restoring historical homes.

Finally, decide how many emails to include in each campaign, as well as when each email will be sent. As a rough guide, you’ll want to start out with a higher frequency, then slow down over time. A welcome campaign might consist of a daily email for one week, whereas in a lead nurturing campaign, you might send a weekly email for the first month, then cut back to one every two weeks for the next two months.