How to Build Your Email List in the Off Season

grow your email listBy using your off-season downtime to build your email list, you’ll have a group of warm leads at your fingertips when the construction season starts up again. The slow season is also a great opportunity to use list-building methods you might not otherwise have time for.

Appeal to Advance Planners

During the off season, your ideal clients are likely to be planning their next project. To grab their interest, create lead magnet content that answers the questions they might have in the early stages of planning. If you do home renovations, you might offer your prospects guidance on how to budget or how to develop a realistic timeline.

Host Webinars

Free webinars let you target specific groups, such as luxury home owners or multi-family housing investors, and help you build rapport be letting your audience hear your voice and interact with you through live chat. Because webinars carry a high perceived value, they also give your prospects solid motivation to join your email list for access. The main downside is that they take time to host and listen to. That’s why they’re perfect for the off season, when free time is more plentiful for both you and your potential clients.

Guest Blog

Having your writing published on the blog of a complementary business is a highly effective way to reach a new audience. For example, if you build warehouses, you might write something for an apparel retailer blog on the most useful warehouse features for clothing storage. Finding guest blogging opportunities and writing your posts, however, takes time you might not normally have.

So when you have a little extra time during the off season, search online for terms such as “guest blogger” and “guest poster,” and when you find a blog that accepts guest posts, shoot them some ideas on topics you could cover for them. In your guest post bio, invite readers to your website to grab a related free download and join your email list.

Increase Conversion Through Personalized Emails

personalized emailEven when they’re planning the same type of construction project, no two prospects are ever exactly alike. Personalized emails let you speak to each prospects’ specific interests and zero in on the factors that will motivate them to choose your firm.

Show Your Prospects You Get Them

Personalization makes your emails more relevant and useful to your prospects. It shows them you’re listening and understand their needs. You’ll hold their interest longer, build trust, and win their business by proving you can give them exactly what they want.

The benefits starts with increased email open rates and continue all the way through to more sales meetings that result in signed contracts.

Personalizing the subject lines of your emails helps them stand out from the bland marketing messages that crowd your prospects’ inboxes. When the subject line mentions the type of building project they’ve been planning, a service they’ve expressed interest in or just their name, your prospect is more likely to notice and open that email.

Behavior-triggered emails help keep your prospects on their path toward becoming a client. For instance, after a prospect has been browsing a certain category on your site, you might send them an email offering related information and inviting them to get in touch with any questions.

Stay Relevant Automatically

Email personalization tools make sending highly individualized emails nearly effortless. Most work by letting you choose criteria for automatically sending a specific email. For example, you might decide to email prospects who viewed a specific page more than twice in one week with a message offering a white paper or a consultation on the topic.

These tools also let you collect data on your email readers’ behavior, so you can spot more ways to personalize future emails. If you notice your medical facilities construction prospects spend more time researching than others, you can tailor their emails to reflect that.

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Drip Marketing… Beyond The Email Campaign

Does Email Lead Generation Really Work?

Building an email list takes some work, but your efforts can pay off for your construction company in ways you might not expect. In fact, email lead generation is one of the most effective and time-efficient ways to attract more leads and turn them into clients.

A Reliable Favorite

Some 42 percent of companies find email to be one of their most effective channels for pulling in leads, according to Circle Research, and for B2B companies, that number rises to 88 percent. Email marketing brings in leads more effectively than social media marketing, even though managing your social media can easily take up more of your time. Your email list can bolster your social marketing efforts, too. Your email list readers are three times more likely to post your content on social media than people who find your content in other ways.

For the average business, nearly 80 percent of the leads that come in never turn into customers or clients. The main reason isn’t the leads’ disinterest, but the businesses’ failure to nurture those leads. Email lets you keep in contact so you stay fresh in your leads’ minds and it gives you a way to offer further proof of your expertise to reinforce their trust. That’s especially important in the construction industry where your prospects might spend months selecting a company and arranging financing before they’re ready to get down to business.

Clearer Focus, Better Conversions

How well email lead generation works for your company depends on what you do with your email list. One of the most effective ways to pull more leads from your list is by using triggered campaigns rather than a single general email list.

A triggered email campaign is a specialized series of emails sent when someone takes a specific action, such as downloading a free whitepaper. It’s tailored to the readers’ interests and guides them toward the next step, which might be setting up a meeting or attending an open house.

Email Drip Campaign Basics – What You Need To Know

email marketingBecause it can take months for construction leads to turn into clients, it pays to stay in contact with your prospects over the long term. An email drip campaign lets you keep in touch without adding to the work you already have.

Guiding Your Leads

An email drip campaign is a pre-scheduled sequence of emails automated to be sent at specific intervals. These campaigns are often set up to start when a website visitor performs a trigger action, such as downloading a free tips sheet or signing up for a webinar.

The ultimate goal is to guide your prospect through your sales funnel, but each campaign has a more specific primary goal. It might be to welcome new leads, educate prospects about the services you provide, nurture greater trust and rapport or reconnect with a client you haven’t heard from in six months or longer.

Regular, well-timed contact keeps your firm at the top of your prospects’ minds, while also letting you soft-sell your services by showcasing your successes. It can also help you build long-term relationships that result in more return clients and referrals.

Crafting Your Campaign

When you set out to create a campaign, know your goal first. What step do you want to lead your prospect toward? The content in your emails should give your prospects whatever they need to take that step, whether it’s a clearer understanding of your design-build process or more reassurance of your skill at restoring historical homes.

Finally, decide how many emails to include in each campaign, as well as when each email will be sent. As a rough guide, you’ll want to start out with a higher frequency, then slow down over time. A welcome campaign might consist of a daily email for one week, whereas in a lead nurturing campaign, you might send a weekly email for the first month, then cut back to one every two weeks for the next two months.

 

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.

 

Best Practices For Email Marketing Today

email marketingA well-managed email list has the potential to be one of your most profitable sources of construction clients. Following some proven email marketing best practices will help you better connect with your readers and turn them into paying clients.

Take Time to Customize

The more closely you tailor your emails to your prospects’ needs, the more likely those prospects are to see the value in working with you. Dynamic content, which changes based on the end user, is an efficient way to accomplish this. This can be as simple as including the reader’s first name or as advanced as basing the email’s content on the topics the reader has been exploring on your blog.

Get a Little Personal

Write in a conversational tone that lets readers feel like they’re communicating with a person rather than a faceless company. When the opportunity arises, share personal experiences that tie in with your services. You might talk about how much a friend of yours loves his newly renovated kitchen or how a news story you read reminded you of the safety issues involved in multi-family housing construction. Strategically mentioning the obstacles and even failures your firm has faced is another of the email marketing best practices to follow to make your firm more relatable and likeable.

Invite Interaction

Prospects interested in your services enough to join your email list are often the most willing to provide feedback. Make the most of this by occasionally asking your readers for suggestions on:

  • The topics they’d like to read more about
  • The challenges they’re facing
  • And the goals they’ve set

Run polls that let them offer their opinions with one click. Share your clients’ successes to motivate readers to write in with their own. Remember to include a link back to your website and encourage your readers to contact you. On your unsubscribe page, give the reader a chance to tell you why they’re leaving.

Today’s email marketing best practices don’t take much time, but they can make all the difference in how profitable your list becomes.

Using An Email Drip Campaign To Grow Your Business