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.

Using Easy Online Marketing Techniques To Generate More Construction Leads

online marketingMarketing your firm online lets you pull in construction leads you might never have found otherwise. With the right techniques and a well designed website, you can have qualified leads coming in daily.

Get Your Visitors Actively Engaged

The more you can get your website visitors to interact with your site, the better your chances of grabbing their contact details. Quizzes and tests are the perfect opportunity for this kind of interaction. By appealing to curiosity, they can draw in even the most distracted visitors.

Consider the questions and challenges your ideal clients are facing and create a quiz that helps them refine their knowledge, make decisions or spot opportunities. Focus on specific issues, such as “How well do you know Austin’s industrial real estate market?” or “Could you charge more for space in your office buildings?”

Your quiz should provide practical, useful information, but also funnel your leads further into a follow-up system, such as a series of emails on a related topic. Ask for an email either before your visitor starts the quiz or after they complete it.

Providing an online tool, such as a feasibility calculator accessible after signup, is another way to get your visitors engaged and willing to share their contact information.

Target Leads on Social Media

Instead of waiting for construction leads to come to you, track them down yourself on social media. Use tools such as Mention, Social Mention, and Twitonomy to find conversations on topics related to your firm’s specialties, then join in the discussion and approach individuals directly.

That doesn’t mean coming on strong with sales talk, though. If you spot someone in your target market, it’s enough to offer to send them one of your lead magnets, such a free white paper or other genuinely useful information with no strings attached. This puts your firm on their radar, positions you as helpful and approachable, and can open the way to talking about any projects they have in mind.

Buyer Personas and How They Help Target Your Lead Generation

Creating a buyer persona for your leads and prospects lets you more easily visualize the type of customer you are looking for. More importantly, buyer personas are effective at giving you insight into what your customers want and need. The following information will help you understand buyer personas and how you can use them.

Many products and services do indeed have a vast audience, but no company can successfully market everything they offer to everyone at all times. Trying to do so spreads your marketing so thin that it will do little good. To make your marketing work, you need to understand who will need your products and services, who will most likely respond to your marketing messages, and what they need from you to become a customer.

A buyer persona is a profile created to reflect the characteristics of your ideal customer. It will include personal and demographic data, along with information on what that ideal customer will want. Much like a character in a novel, buyer personas should have a personality, and when you look at that persona, you should be able to make assumptions about the person it represents.

For example, if your company specializes in high-end renovation work, your buyer persona might be a professional person with a high income and the willingness to spend it on his home. If you sell paint and decorating supplies, a viable persona might be a young couple who have just bought their first home and are working to give it their unique touch.

When you know what your buyer persona wants and needs, you can narrow your marketing to better target customers. This ensures that your marketing budget is spent effectively on messages directed specifically to leads who are most likely to respond.

Construction Monitor helps construction companies make the best use of their marketing resources, providing industry-specific data and information on best practices that can be put to use immediately. Contact us today for more information on buyer personas and how creating a buyer persona for your target market can improve your lead generation efforts.

Know Your Audience: Where and How You Interact With Potential Customers Matters

target marketKnowing as much as possible about your customers is only part of the battle in successful targeted marketing. Once you have gathered useful demographic data on your leads or established accurate customer personas for your most likely customers, you still have to interact with them and convince them to buy your products or services. In this part of your marketing process, where and how you interact with potential customers matters.

In-Person Interactions

In-person interactions require the same type of customer care they always have. You must answer questions, provide information, and make informed suggestions that are best for the customer.

Online Interactions

Online, you must be willing to engage with your customer when they need and want to interact with you.

  • Questions: Customer service agents who answer questions must be available to respond as quickly as possible. Delays in answering online queries will give customers the chance to lose interest in you and look elsewhere.
  • Problems: Problems must also be addressed quickly. If a potential customer thinks you’re ignoring a problem or issue, your reputation will suffer and your potential customer will conclude that you don’t care.

Other Interactions

Some interactions can be very subtle, but they will have a significant effect on how your potential customers react to you.

  • Design: The design of your marketing materials often reflects the demographic segment you’re targeting. Marketing aimed at an upscale market will usually have a more sophisticated look that refers to issues exclusive to that segment. Marketing aimed at a more general audience tends to have a more popular appeal.
  • Copywriting: Similarly, the copywriting and text of your marketing materials should be geared toward your target audience. Chatty, familiar-sounding text will work for a customer who is shopping around while terse, facts-only copy will be more appreciated by customers who have little time to spare.

Construction Monitor’s mission is to provide the most accurate and most recent data that construction companies can use in their marketing efforts. Contact us today for more information on targeted marketing and how to make sure your marketing interactions are as effective as they can be.

 

Geo-Targeting and How it Can Help You Land New Clients

geo targetingConstruction companies acquire a large number of their clients through referrals or word-of-mouth. However, a savvy company that wants to compete at the highest level also needs to know and apply some of the most effective marketing techniques to expand their reach and gain more clients. Geo-targeting is one of the more useful of these techniques.

What Is Geo-Targeting?

Geo-targeting is an online advertising and marketing method that delivers targeted messages and advertisements based on a potential client’s geographical area. If you’ve ever been searching on Google, for example, and had an advertisement for a local company appear on your screen, you’ve been on the receiving end of geo-targeting.

Geo-targeting can be applied to potential clients who visit your website, your social media pages, or anywhere else you maintain an online presence. The process of geo-targeting an online ad requires the ability to read a visitors IP address, the unique electronic number that identifies each computer using the Internet. The numbers of an IP address allow a geo-targeting system to determine a user’s location, often down to the level of individual towns or streets

Using Geo-Targeting to Get New Clients

  • A geo-targeting system can serve up advertising relevant to a specific geographical area. For example, if your company serves clients in Minnesota and Florida, a geo-targeting system can tell if a potential client is looking at your site from one of those areas. It can then present advertisements and marketing messages that are specific to client’s needs in those areas. At the same time, geo-targeting can exclude advertisements to potential customers that are not likely to need your services.
  • With geo-targeting, you can focus your marketing efforts in specific geographic areas, such as in a radius around your store or company location. This allows you to focus on local prospects that are more likely to respond.

Construction Monitor provides data, industry information and marketing tips that can help construction firms of any size increase their client base. Contact us today for more about geo-targeting and how you can use it to apply focused customer acquisition techniques to your marketing efforts.

3 Tips for Increasing Word-of-Mouth Business in the Construction Industry

Word of mouth has the potential to bring you a consistent flow of targeted construction leads, but you can’t rely on chance to make that happen. To get the most from your referral marketing efforts, invest time in methods that actively encourage word to spread.

Offer Incentives

People are busy, and even your most satisfied clients might not find the time to send business your way unless there’s something in it for them. Offering incentives as part of your referral marketing plan can give your clients the extra motivation they need to contact you.

For every lead that turns into a sale, you might offer a restaurant gift certificate, tickets to a popular entertainment venue, an exclusive gift or a straightforward cash reward. Offering a percentage of the sale is another option, but remember that it has to come out of your profits. Make this incentive open to your employees, too.

Grab More Opportunities

Chances are you’re overlooking a lot of opportunities to ask for referrals. When a client thanks you for your work or offers a testimonial, ask if they know anyone else who could use your services. If you’re able to do a client a favor or help them manage a difficult situation, that’s another time to ask for referrals.

It might sound counterintuitive, but complaints can also bring you referrals. If you can solve the problem quickly and end up with a satisfied client, that client might be impressed and appreciative enough to connect you with some leads.

Keep in Touch

When a job is completed, follow up by mailing a package that includes a thank-you letter, a form for a testimonial and referrals, and a self-addressed stamped envelope.

Contact former and current clients two to four times a year to check in on how they’re doing and find out if you can offer any help or advice. To up your chances of bringing in referrals even more, consider inviting your best former clients out for dinner.

For more information on making referral marketing work for your company, contact Construction Monitor

2 Ways to Use LinkedIn to Generate More Leads for Your Construction Business

LinkedInAs the most popular professional networking platform, LinkedIn lets you connect with specialists in every segment of the U.S. construction industry, as well as other industries. Just having a profile there won’t do much for you, though. To bring in leads, you’ll need to get actively involved.

Build Relationships

LinkedIn makes it easy to find and connect with your ideal clients by letting you search for individuals, businesses and groups by industry segment. Once your profile is filled out in detail, including a professional profile picture, start adding connections using the “People You May Know” list. Then follow your current and prospective clients. Take some time to look into your contacts’ connections, starting with the ones they’ve written recommendations for. When you send an invitation to connect, offer a few words about why you’re interested in connecting.

Join groups relevant to the U.S. construction industry, but pick just two or three large, active groups. Take part in discussions there as a person, not a company. Share construction industry news and visual content such as photos and infographics, and offer your own point of view. Consider starting your own group to position yourself as an authority and attract attention from people in your target market.

Demonstrate Your Expertise

Take advantage of LinkedIn’s publishing feature to share advice, insights, news and other content that’s relevant to the prospects you’re targeting. When you spot a news story about a current or prospective client, post it as a status update. Consistently publishing useful content demonstrates your knowledge and willingness to help, strengthening your image as a reliable service provider. It also helps you build an attentive audience of people who are interested in the services your company provides.

Leaving recommendations for your current clients and contacts is another way to establish yourself as an expert in the field. What’s more, recommendations act as a constant reminder that your company is available and increase the chances your contacts will return the favor by sending leads your way.

For more information on generating leads in the U.S. construction industry, contact us at Construction Monitor.

Construction Lead Generation – a 3-Pronged Approach

crowd trade showThere are numerous approaches to construction lead generation, but a few stand out as particularly effective. While relying on just one method can limit your growth, choosing several proven approaches lets you refine your skill with each while maximizing your lead flow.

Prospect for Leads

By visiting a potential client at their place of business, you have the chance to develop a personal rapport that can’t be achieved over the phone or through direct mail. Before you go, familiarize yourself with your prospect’s current projects and needs so you can offer yourself as an expert resource, not just a salesperson.

Invest in thoughtfully designed leave-behind material, such as an informational packet or booklet that showcases your best work and reminds your potential client of how you can help them.

Encourage Referrals

Word of mouth has long been a powerful construction lead generation method, but referrals rarely happen by chance. Making it easy and rewarding to send you referrals does a lot to keep them flowing in.

After every successful project, follow up with a package of printed material that includes a thank-you letter as well as a form for a testimonial and referrals. Offer an incentive such as a restaurant gift certificate, event tickets or even cash for every lead sent your way that turns into a sale.

Give your current and former clients a call every three to six months to check in and let them know you’re there to help solve their problems. This helps ensure they’ll remember to recommend you to anyone in their circle looking for construction services.

Participate in Trade Shows

Attending a trade show gives you access to a huge pool of highly targeted leads. Professionals who take the time to attend are deeply interested in the products and services available there and often ready to close a deal immediately. That said, it’s critical to choose the right show for your segment of the industry and have a strategy going in. Establish your goals before you start preparing for the event.

For more tips on construction lead generation, contact Construction Monitor.

How to Close More Construction Deals

Even though there are many signs of recovery within the construction industry, owners and managers must still place substantial importance on finding new customers and additional business. Here are some suggestions you can use to increase your chances of attracting additional construction leads and closing more deals.

  • constructionUnderstand your position in the industry: Many companies are versatile and offer numerous services, but recognize that no single company can be everything to everyone. Determine what offerings make your company different from your competitors. For example, do you specialize in a certain type of construction — residential, industrial, commercial? Do you have employees with unique skills that customers appreciate?
  • Thoroughly understand the sales process: Remember that a major portion of what you do will involve sales and customer service. Refine these processes and how you deal with prospects at all points in the sales funnel. Study and apply proven techniques that are designed to increase sales and customer interest.
  • Become an expert at bidding: Bidding on a project can be a complex process, but you and your staff must be highly skilled at all components. From reading and understanding requests for proposals, to making cost estimates, to writing proposals; each element of bidding must be handled professionally and flawlessly.
  • Market your company: Apply effective marketing techniques to help create a strong reputation and an impression of high perceived value. Clearly define and present the unique selling proposition (USP) that differentiates you from others in the industry.
  • Go the “extra mile” for your customers: This has become almost cliche, but the truth behind the statement is that your customers will appreciate and remember companies that go out of their way to ensure a successful project. Make sure you can complete the project on time or earlier. Offer additional suggestions that could improve the project or help cut costs.

Construction Monitor gives construction industry professionals the inside information they need to successfully expand their operations, either into their current geographical region or into new areas. Contact us today for more information on how to win more business and secure more deals for your company.

The Importance of Targeting Your Construction Marketing

Effective marketing of your construction company’s services is the cornerstone of business growth. In some cases, successful marketing might be the difference between staying in business or closing up shop. To succeed in the construction industry, your marketing must be aimed at the right audience. Here are some ways you can use construction marketing techniques to build and sustain your business.

construction marketingNarrow Your Marketing

A shotgun approach to marketing your construction services is almost guaranteed to be a waste of time, effort and resources. It’s necessary to narrow your marketing to those who might reasonably be expected to need your services. A newspaper advertisement pointing out general services might be fine, but if you are looking for broader opportunities, you’ll have to specialize. For example, if you advertise in industry publications, you’ll not have much luck advertising in agricultural publications if all you do is retail or residential construction. If you have a specialty in building agricultural structures, however, that type of magazine is a good choice. Marketing to former customers can also narrow your marketing to a proven and interested group.

Use the Proper Techniques

Your marketing must use the proper techniques to reach the audience most likely to need your services. The type of media you use — radio, television, print, or online — will depend on the type of customer you’re looking for. Mailing lists can be effective, but they need to be targeted to potential customers who will need the type of construction services you offer. Techniques such as programmatic advertising — a method of buying advertising and marketing media based on very specific audience characteristics and criteria — can let you get your message in front of a very narrow but very receptive group of potential customers.

Construction Monitor is dedicated to the success of construction businesses, and provides the data, construction leads, and best practices information they need to survive and thrive in a competitive industry. Contact us today for more information on construction marketing and how you can shape your marketing program to best take advantage of your available resources and the market you wish to serve.