Construction Marketing: Common Direct Mail Mistakes

The Internet has offered some of the best sources for advertising and marketing since sliced bread. Because of its incredible draw, some construction marketing managers have neglected display, local, and direct-mail promotions.

Any solid marketing plan includes several types of marketing to reach customers and prospects. Construction-industry businesses tend to be area-focused, so local advertising and direct mail marketing programs should be included in the mix.

Here are 9 direct mail mistakes to avoid:

  1. Cram too much into one piece
    It’s tempting to promote every service, every product. But direct mail offers a limited amount of space. If you can grab their attention, make your offer the first thing they see.
  2. Exaggerate
    If you say you are the “The Best,” back it up with data. Be honest and don’t use a lot of fancy, meaningless copy.
  3. Fail to explain what you want
    End with a CTA (call-to-action). Your recipients shouldn’t wonder why they got this in their mailbox. “Don’t wait for termite damage. Schedule your annual inspection today.” Include contact information (phone, email, website).
  4. Fall flat
    Too often, a direct mail campaign nosedives after we’ve invested time and money. Once you’ve created your target market and are sure you’ve got the right message, make a list of critics. Only choose those that will give you honest feedback.
  5. Forget to follow-up
    Your direct-marketing program must include a follow-up plan. Be prepared to call, email, and deliver on what you advertised.
  6. Neglect the headline
    You’ve got a split second to get their attention, so make the most of your headline. 
  7. Overkill graphics
    If you pull them in with 4-color graphics, have a strong message too. Your logo should not be the biggest image on the piece. The largest visual should be your offer.
  8. Target the wrong people
    Your mailing list is the most important direct-mail marketing element, so before you begin, define your Perfect Customer. Advertised products and services need to reach your basic demographics.
  9. Use weak, badly written content
    Direct mail pieces are short and sweet. If you only use 100 words, those words need to be power-packed. And if your piece has typos, punctuation or grammatical errors, that speaks to the kind of work you do. “Hey, I wasn’t an English major,” doesn’t cut it when there is spell-check available. 

Direct mail is a direct customer touch. Construction Monitor can show you how to get actionable results by targeting your market. Contact us today.

Lead Generation In The Construction Business: A Checklist

lead generation checklistWith so many ways to bring in potential clients, lead generation in the construction business can get confusing. Using a checklist will help you stay organized so you can get the most out of your lead generation efforts.

Define your cold-calling strategy – When you approach with a plan, cold calling can bring in leads fast. Refine your call scripts, set a call schedule, and decide how you’ll follow up.

Create a referral systemEncouraging word-of-mouth is one of the most effective ways to bring in warm, qualified leads. Design simple forms that make it easy for your current and former clients to pass along the contact details of anyone they know who’s in the market for construction services.

Expand your reach with direct mail – Reach more prospects faster by sending postcards to a targeted mailing list. Develop an offer with a clear benefit, such as a free strategy session to help your prospect work through a specific problem.

Set up social accountsSocial media is invaluable for lead generation in the construction business today. For the best results, focus on two or three social media platforms where you can get to know people in your target market personally.

Plan your online content – Useful online content acts as a magnet for potential clients. To stay organized, plan out your topics, formats, and publication schedule for your blog and social media accounts. This should include the lead generation incentives you offer in exchange for a phone number or email address.

Optimize your website – Your website should be designed to lead visitors from the first page they land on all the way through to handing over their contact information. Include compelling calls to action, statements that direct your visitor to contact you or take another specific action.

Nurture your leads – To turn a prospect into a client, you need time to build trust and rapport. Have a plan for following up with prospects through calls, emails, and mailings.

To learn more about effective lead generation in the construction business, contact Construction Monitor.