How To Get The Most Out Of Your Email List

email marketing strategyYou work hard to build your email list, but getting people to sign up doesn’t mean your work is done. If you want your readers to become paying clients, focused email lead nurturing is a must.

Encourage Two-Way Communication

Your email list is a channel for communication and interaction, not a platform to talk about your firm. For effective email lead nurturing, focus on providing content that helps your readers solve their problems and meet their goals, and encourage them to let you know how you can do that better.

Ask them what topics they’d like to hear more about and what kinds of problems they’re facing. Run polls that let readers offer feedback just by checking a box. With permission, share good news from your readers. Keep your writing professional yet personable to assure your readers the emails they’re getting come from a real person they can relate to.

Create a Feeling of Exclusivity

The prospects reading your email list have already shown more interest in working with you than those simply reading your blog or social media posts. Repay them for their loyalty by showing them a little in return. Make important announcements to your list first, provide high-value content not available on your website, share behind-the-scenes tidbits, and when possible, offer your readers special deals or services.

When people feel like they’re part of something special, they’re more likely to take an active role in that community. This also subtly appeals to your prospects’ egos, and everyone prefers to do business with someone who makes them feel good.

Stay Consistent

Find a publishing schedule that works for your firm and your target market, and stick with it. Consistent publishing shows your readers you’re making them a priority and that you’ll be present and listening when they decide to interact with you. It also keeps your firm on your readers’ minds, making it more likely you’ll be the one they contact when they’re ready to start a project.

 

Building An Email List The Right Way

building an email listA responsive email list is one of the most valuable assets your construction firm can have, but not all lists are equally profitable. Knowing how to build an email list of the right people is what will make your email marketing efforts worth while.

Attract The Right Attention

If you expect your email list to be profitable, you’ll need readers who are likely to hire you eventually.

Because your blog and other website content are among your most powerful tools for attracting leads, make sure what you publish is highly tailored toward the needs and interests of your ideal clients.

If you’re stuck for ideas, think about your prospective clients’ most common questions. Answering questions such as “Do I need to work with an architect or structural engineer?” and “Can I install the electrical in my commercial building myself?” will give you plenty of material for client-oriented blog posts.

Extend this approach to your social media accounts and aim to make your posts useful and entertaining for the kinds of clients you want most, while also letting them know about your email newsletter. Promote your list offline, such as through displays at your trade show booths and your office’s front desk.

Choose Your Incentives Wisely

Considering the over-abundance of information online, many of your visitors will be hesitant to sign up for your mailing list without a good incentive. Offering something of value up front in exchange for joining can give them the nudge they need. Try offering a multi-part email course, original building industry data you’ve collected, or an intriguing case study or whitepaper.

Not all incentives will bring you responsive readers. Running contests tends to result in a list of people who signed up only for the chance to win something. Likewise, buying email lists is unlikely to produce any clients.

Learning how to build an email list is largely a matter of focus. Concentrate on attracting the right audience through targeted social media marketing and solution-oriented sign-up incentives, and you’ll build a responsive list you can rely on for sales.

Using Premium Content To Capture Email Addresses

premium contentHelpful blog posts may attract prospects to your website, but they’re not always enough to convince those prospects to contact you. By offering premium content downloads in exchange for an email address, you can generate leads while also showing off your expertise.

Offer Unmistakable Value

Premium content, by definition, should provide even greater value than the standard content on your site. Create your premium downloads with the aim of helping your target prospects solve problems and accomplish goals related to their construction projects. Every premium download should offer a specific, clearly defined benefit.

Another way to create premium content is to provide information and insights your prospects can’t find anywhere else. One of the best ways to do this is by conducting your own research and adding your personal, experience-based observations. Conduct a case study, develop a white paper, take a survey or offer your take on an emerging trend.

Once you have a collection of downloads, build a library of content and offer full access in exchange for an email address. For even more targeted leads, build separate download libraries focused on the needs of each of your buyer personas.

Spotlight Your Premium Offers

On your website, offer free samples of your premium content downloads with the rest accessible only after your visitor provides an email address. For each sample, create a call to action that’s directly related to the download’s content. Tell the reader exactly what benefits they’ll receive.

At the end of blog posts that tie in with your premium content, place an email opt-in box that offers the option of downloading related premium content. If you have a particularly valuable download, create a dedicated landing page that promotes the benefits in detail.

Whenever you publish new premium content, send out a notice to your email list and your social media followers. Offer your downloads to relevant groups on Facebook and LinkedIn. Don’t hard sell, just put the word out that you have a resource they might find useful.

For more ideas on using premium content downloads to generate leads, contact Construction Monitor.

How To Convert Leads Into Customers: Email Do’s And Dont’s

do's don'tsIt’s always encouraging when a prospective construction client contacts you, but between that first email and a signed contract, there’s a lot you need to do. By honing your ability to convert leads to customers, you’ll get more ROI out of your marketing and close deals faster.

Don’t: Let emails sit for more than 24 hours.
Do: Reply promptly. If you can’t provide the information your lead wants immediately, let them know you’re working on it. Activate e-mail notifications on your phone so you can reply when you have a spare moment. To save time, prepare templates for your most common responses.

Don’t: Send the same information to every lead.
Do: Nurture each email lead in a way that’s appropriate for where they are in the buying process. If they’re just trying to get a handle on what services and unique benefits you offer, take a low-pressure, educational approach. If a prospect knows exactly what they want, then a more sales-oriented approach is warranted.

Don’t: Give up too soon.
Do: Follow up two or more times. There are a thousand reasons a genuinely interested prospect might not get back in touch with you, so it often takes persistence to convert leads to customers. It’s enough to send a quick note reminding your prospect you haven’t heard back and you’re looking forward to talking with them.

Don’t: Do it all manually
Do: Automate your follow-up and lead nurturing process by creating a series of emails designed to educate your prospects and gradually lead them toward closing a deal. Develop a series for each type of potential client, such as home remodeling prospects or commercial real estate investors. Use an email marketing service to send emails automatically.

Don’t: Over-rely on email.
Do: Set up a phone call or in-person meeting with your leads as soon as you can qualify them. These more personal interactions help build the trust and rapport your clients need to feel before they’ll decide to work with you.

Using An Email Drip Campaign To Grow Your Business

5 Reasons To Use Lead Magnets

lead magent

When visitors land on your website, they’re not always ready to start a conversation immediately. Lead magnets help you grab your visitors’ contact information before they click away so you can continue building a relationship. Here are some tips to keep your readership reading.

Convince the undecided

When someone is in the information-gathering stage of planning a construction project, blog posts aren’t always enough to convince them to call or even fire off an email. An effective lead magnet, however, offers highly valuable, hard-to-find benefits your visitors just can’t pass up. It gives them a solid reason to hand over their contact information when they wouldn’t have otherwise.

Attract the right people

A typical lead magnet is narrowly focused on a specific topic. It might be a white paper on investing in senior housing or a guide to remodeling a home for energy efficiency. Because it appeals directly to someone considering investing in a specific type of construction project, it helps qualify your leads before you even speak with them.

Demonstrate your expertise

Lead magnets let you dive into specific topics and show off your in-depth knowledge. Offering exclusive research you’ve conducted yourself, such as a case study based on one of your firm’s projects, establishes you as a thought-leader in the industry. It positions your firm as both trustworthy and high-value.

Start building relationships

Your prospects need more than just facts before they decide you’re the right construction firm for them. They also need to see your team as people they’ll enjoy working with. A lead magnet lets you show your human side and express your company values to start developing more personal relationships.

Prime your prospects for sales

Because they provide so much value, lead magnets hold your prospects’ attention for longer than most content. That gives you more time to build your prospects’ interest and lead them toward making the decision to work with you.

Done right, lead magnets not only let you capture potential clients who might otherwise pass by, but they also help you win your prospects’ trust for an easier sales process.

 

Why You Need an Effective Email Follow-up System

3 Tips for Building a Construction Lead Email List

When it comes to online marketing for a construction business–or any kind of business– success or failure often depends on the email list. When you have new products or services to offer or you just want to promote your company, you can send emails to this list knowing there is already interest in your offerings. You can use the following three tips to help with email list building for your construction company.

  1. Exchange value for email address: Along with the useful information already on your website, blog, or social media pages, you can offer a particularly valuable item in exchange for a site visitor’s email address. In most cases, this will be an ebook, white paper, or report covering a specific issue or area relevant to visitors’ needs. Site visitors can enter their email into an opt-in form and then download the item. In this exchange, leads get useful information and you get their email address and permission to send more emails.
  2. Ask for referrals: Ask your existing customers for referrals (via email address) to friends, colleagues, or relatives who may be interested in your services. Happy, satisfied customers are usually very willing to provide referrals. You can then approach these referrals via email with higher confidence that they will be willing to hear your message.
  3. Provide ongoing news and information: You can acquire email addresses by providing an online subscription to a regular newsletter or other email-based publication. Subscribing to the newsletter will again require the lead to willingly give you an email address where the newsletter can be sent. This allows you to market your company through the content you provide in the newsletter. It also provides the opportunity to maintain awareness of your company by showing up regularly in the lead’s email.

Construction Monitor can help grow your business with up-to-date data on construction starts, along with suggestions for best practices in marketing and lead development. Contact us today for more information on email list building for the construction industry and how you can benefit from a large email list of both leads and existing customers.