An ebook is the classic lead generation tool for a good reason. It motivates your audience to share their contact information and gives you space to show off your expertise. Plan your ebook well and you can create an asset that keeps bringing you construction leads for years.
- Define your topic clearly – A narrowly defined topic makes it easier to offer a concrete benefit and cover your topic in depth, which makes your ebook more attractive and valuable to your audience. If you’re targeting commercial real estate developers, “Five Features Commercial Tenants Love” will appeal to them more than “The Basics of Green Construction.”
- Catch them early – People in the early “awareness” or “interest” stages of your sales funnel are the most likely to be influenced by your ebook, so keep that in mind when you choose your topic. If you offer home remodeling services, consider creating an ebook about prioritizing home upgrades.
- Balance educating and selling – Teaching your readers helps you hold their attention and earn their trust by showcasing your expertise. If you expect them to stay with you after they get the information they want, though, you’ll need to lead them forward. When you talk about the benefits of a construction feature, technique or material, make it clear your company can provide it. End your ebook with a call to action, such as an invitation to download a detailed case study or a video course.
- Keep your style simple – A simple, conversational writing style makes it easier for your readers to understand the often complex ideas involved in planning a construction project. It also shows your readers your approachable human side, which helps build rapport.
- Present it well – Good visual presentation encourages your prospects to actually download the ebook you’ve been talking up in your blog and social media posts. Create an attractive cover or hire a graphic designer for one. Give your ebook its own landing page with compelling copy and graphics that convey the key benefits.