Managed well, even a modest marketing budget can bring impressive results. Knowing where to put your marketing money isn’t just about finding the right advertising channels, though. To get the greatest return on your investment, you need to zero in on the right prospects and be ready for them when they come.
Focus on Active Buyers
Turning a lead into a paying customer requires repeated, high-value contact. This is particularly true in the construction industry, where investments are high and long-term, and the sales cycle is often measured in months. You’ll get better results by building relationships with a small pool of promising leads than by broadcasting your company name far and wide.
Instead of targeting broad groups such as “families with children,” invest some of your budget in data that leads you straight to eager buyers. Building permits can help you find prospects who are actively searching for what you offer. If you sell eco-friendly wall or floor coverings, permits for home additions can help you find parents who want building material that’s safe for their growing family. If you’re a general contractor specializing in home additions, reviewing building permits can help you find neighborhoods where additions are trending.
Get Your Website Right
Once you reach a prospect, for your marketing investment to pay off, you need to convince that prospect to buy. Your website can do a lot of the heavy lifting here. The articles, images, and videos on your site and in your mailing list demonstrate the value you offer and nurture trusting relationships.
Accurate data on your target market helps you produce the kinds of content that attracts your ideal customers‘ and wins them over. Maybe you sell fireplaces and local building permit data tells you most remodeling homeowners in your area have small houses. Knowing this, you might predict they’ll be more interested in learning about free-standing gas or ethanol fireplaces than about traditional wood-burning models.
For more tips on getting the most from your marketing budget, contact us at Construction Monitor.