Using LinkedIn to Generate Construction Leads

get leadsWhether your target clients are property developers and investors or business owners in need of new facilities, chances are they’re on LinkedIn. With preparation and a little patience, you can build relationships with the professionals who use this social platform and turn them into paying clients.

Reach Out with Value

Before you do anything on LinkedIn, optimize your profile and tailor it to the interests of your ideal clients. Include a headshot, and photos and videos of your finished projects. Build up your connections, recommendations, and endorsements.

With your profile in order, start joining LinkedIn Groups where your target market spends time and aim to become a recognized contributor. Share resources with images and videos, ask thought-provoking questions, and offer actionable advice and insight.

Once you’ve earned the group’s trust, reel in potential clients with a lead magnet. Create free, high-value content, such as an in-depth blog post or video, that includes an offer for an “upgrade” with further information your prospects can receive in exchange for their email. Then share your free content with the group.

Build Your Own Group of Prospects

By founding your own group that’s tightly focused on your ideal clients, you can attract more targeted leads and have greater control over how you interact with them. If you want to work with retail property developers, you might call your group the Choice Retail Property Developers Network.

Search LinkedIn profiles and put together a list of around 500 potential leads. Contact each with a short message inviting them to join your group. Paid LinkedIn advertising, such as sponsored content and InMail, is another way to attract members. Keep your group active by contributing valuable content and interacting with your members.

When you have around 10 active members, start moving your relationships off LinkedIn. Create a free webinar aimed at helping members solve a specific, common problem. Go for around 80 percent educational content and 20 percent sales-oriented content. Then invite your whole group and network to your webinar.

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.

 

Using Social Media to Source New Construction Leads

Word of mouth has always been an important part of construction marketing, and the growth of social media gives you even more power to build buzz around your firm. To get a consistent flow of leads from your social media efforts, though, you need the right approach.

Provide Content Worth Sharing

Social media makes it easy for people in your target market to pass your name along in conversation. If you expect them to do that, though, you need to give them something worth talking about. That means the content you post to your social media accounts must be relevant to your potential clients’ interests, noteworthy, and well crafted.

When choosing what to publish, focus on what’s in it for the reader. Aim to add value. Post tips and advice, links to relevant articles, case studies, overviews of projects you’ve completed, updates on projects in progress, announcements of new services and partnerships, testimonials from happy clients, and special promotions.

Make Time to Mingle

To bring attention to your social media accounts, you’ll need to get out there and interact with your potential clients. Go in with the goal of truly connecting with others in your industry, rather than with a sales mentality. Think about why your potential clients are on social media in the first place and look for ways to help them reach their goals while also letting them know how your firm can help.

Join in the conversations you find and engage with influential members of your segment of the industry, as well as with associations and organizations. Leave insightful comments, answer questions with genuinely useful advice, and ask thought-provoking questions. This kind of construction marketing takes time, but can pay off with long-term, lead-generating relationships.

Consistency is key to building an engaged social media following, but you don’t have to log in every day to maintain your momentum. Web-based services are available to help you automate your posts by uploading them in batches to be posted at scheduled times.

For more practical construction marketing tips, contact Construction Monitor.

5 Easy Ways to Generate More Construction Leads from Your Website

A contractor website can be either an invaluable tool or a waste of money depending on how it’s designed. To turn yours into a profit-maker, try a few time-tested contractor marketing tips for better lead generation.

contractor marketing tips for better lead generationDisplay top-quality photos: Providing clear photos of your work is one of the best ways to show prospective clients exactly what you’re capable of. A few snapshots won’t cut it. Hire an architectural photographer to take indoor and outdoor shots of your projects in various stages. Display them on your website in a portfolio that’s attractive, clearly labelled, and easy to browse.

Include your website in your leave-behind: When you visit a prospective client, leave a folder containing your brochure, images of your work, and some testimonials. Along with this, include information on why prospects should stop by your website. Focus on what’s in it for them, such as the helpful tips, how-to videos or valuable data they’ll find at your site.

Present important information first: Think about what information a prospective client wants when visiting your site and give that information priority positioning. They’ll want to know what services you offer, what you specialize in, and what your portfolio looks like. A press release about your new Chief Procurement Officer, however, shouldn’t be taking up space on your homepage.

Include a clear call to action (CTA): Know exactly what you want your website visitors to do and make sure your site is designed to lead visitors toward that action. A confused visitor will click away fast. Use a strong call-to-action that encourages the visitor to call or text you, or to fill out your contact form immediately. Include your contact information on every page.

Offer a newsletter: Not every prospective client will contact you on their first visit to your site. Getting visitors signed up to a mailing list gives you more chances to connect with them and win them over. Every month or two, send out a newsletter that offers real value to your prospects.

To get more contractor marketing tips for better lead generation, contact us at Construction Monitor.

Beyond the Low Bid: How to Win More Jobs

Low-ball bids might win you a few jobs, but they’re not great for your bottom line and underbidding isn’t a viable long-term strategy. For sustainable growth, invest in the more profitable approaches to bidding on a construction project.

bidding on a construction projectLay a Solid Foundation

Specialized expertise helps you stand out in a crowded market and attract your ideal customers. Your specialty might be high-end custom homes, eco-friendly conmaterials, reliable design-build services or any other in-demand area of knowledge. Decide what your firm does best and build your reputation around it.

Stay up to date with developments in the construction industry. This includes both equipment and materials, as well as business management technology. You’ll be better able to compete with other firms and show your clients you can adapt and grow in order to deliver the best product possible.

Once you’re clear on your firm’s specialty and capabilities, take some time to create a marketing plan. Set specific goals for sales and profits, and define your market areas and the methods you’ll use to reach them.

Refine Your Focus

Much of your chance of success when bidding on a construction project depends on your reputation in the industry and with your prospective client. To strengthen your position while staying within your budget, focus on proven marketing techniques.

  • Get involved in industry associations and community organizations such as the Chamber of Commerce, development programs, and social enterprises. Aim to connect with potential clients in person every week.
  • Ask your current loyal clients to refer work to you. Provide a referral form that allows the client to fill you in on details beyond the referral’s name and number.
  • Maintain a mailing list of your repeat clients and referral partners and mail something at least bi-monthly.
  • Polish your presentation skills to come across better in your project interviews. Learn how to present the information your clients want in a clear and engaging manner. That includes knowing how to organize information, use visuals, and incorporate persuasive stories.

To get more tips for successfully bidding on a construction project, contact us at Construction Monitor.

 

Where is Your Next Big Project Coming From?

lead generation in the construction businessFor any company, a steady stream of new customers is vital to sustaining the business. A commercial or residential commercial customer may have a large construction project for you, but once that job is completed, they may not need your services again. Lead generation in the construction business must be constant and consistent, taking into consideration the unique factors that drive commercial and residential work.

  • Use direct sales methods: Pursuing leads by direct sales methods such as one-to-one contacts can often be your most effective way of finding new clients.
  • Use social media: Social media remains a top-tier solution for generating leads and communicating with potential customers. Facebook, LinkedIn, Twitter, and the other social media sites give you the opportunity to promote your business while at the same time making direct connections with individuals and companies that might need your services. Social media participation helps you build trust, establish your credentials as an expert, and find out directly from leads and customers what they need and want.
  • Ask for referrals: When you finish a project and have created a happy customer, don’t hesitate to ask for referrals to others — friends, family, colleagues — who may need your services. A referral from someone they know will help break down any initial barriers to contact and communication and will put you ahead in the sales process.
  • Use statistics and trends: Construction industry trends and statistics can be a valuable source of leads. The type of data that Construction Monitor offers, for example, can show you where building permits are being issued and can give you important insight into the needs of building owners and builders. Keeping track of trends can help you locate geographical areas with increased construction activity and the types of construction projects that are underway there.

Owners, managers, and business developers can learn the latest about construction industry trends with Construction Monitor‘s statistics, regional reports, and other up-to-date industry data. Contact us today for more information on lead generation in the construction business and for the crucial data that can help you plan your business development and lead generation efforts.

How Social Media can Help Your Construction Lead Acquisition

Social media is ubiquitous these days, but it takes some planning to use it profitably. Using social media in the construction industry is no different. A full 90 percent of construction firms have found social media beneficial for construction lead acquisition, according to a survey conducted by the Construction Marketing Association. Fine-tuning your strategy will help your firm reach the ranks of the most successful social media users.

Get More from Social Media

construction lead acquisition
Source: iStock.com/Rawpixel Ltd

Sharing information on sites such as Facebook, Twitter, and Google Plus+ can be invaluable for reaching and building relationships with people who may be interested in your services. While it’s tempting to fill every post you make with information about your business, before you post, think from your potential clients’ perspective. To attract and hold their attention, offer information that benefits them. That might be advice on construction project organization, tips on trimming costs or updates on changes in construction regulations.

Uploading photos to Facebook, Flickr, Pinterest, and other image-based sites is another way to do this. Striking images grab attention, convey information quickly, and are easily shared. With well-chosen photos, you can create an online portfolio that provides visible proof of your firm’s capabilities. In addition to images of your projects in progress and finished work, include photos that document solutions your company has found for unusual construction challenges.

Expand Your Contact Base

Using social media in the construction industry is a simple and effective way to connect with other professionals through sites such as Linkedin. Professional networking platforms let you build relationships with both smaller start-ups and industry leaders you otherwise wouldn’t have access to. You can pass business to each other, share tips, and keep each other up to date on current construction trends.

Your firm’s professional networking page should work as an online resume, highlighting its strongest skills and showcasing its most outstanding achievements. Invest a little time into making the presentation easy to read and visually appealing.

For more tips on using social media in the construction industry and other ways to grow your business, contact Construction Monitor today!