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

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.

 

3 Must-Have Tools in Your Construction Lead Generation Arsenal

constructionEvery construction lead you bring in has the potential to add thousands to your bottom line, but getting those leads still takes an outlay of time, money and effort. Focusing on the most efficient lead generation tools helps ensure your investment pays off.

A High-Quality Portfolio

A carefully chosen selection of clear, well-composed photos of your best work will have more impact on a prospective client’s impression of you than any written description ever could. A quality portfolio shows exactly what your firm is capable of and provides visible proof of soft skills, such as flexibility and attention to detail.

Because relatively few construction firms bother to put together a portfolio like this, having one strengthens your image as an experienced, reliable professional. For photos that show off your work to its greatest advantage, consider hiring an architectural photographer.

Email Marketing Service

Taking the time to build relationships with your target audience is one of the most effective ways to ensure a steady flow of leads. By giving you a way to maintain regular contact with your prospects, an email newsletter helps you build stronger relationships with a wider audience and still spend less than you would using direct mail. A number of web-based services are available that make it easy to collect signups to your newsletter from your website and manage your mailings.

Content Management System

Every day, your potential clients are online searching for information related to the projects they’re planning. The more client-focused content you publish to your website, the greater the chances your site will show up in their searches. When it does, you’ll stand out as knowledgeable, willing to help, and an overall good choice to do business with. Including clear calls to action in your content further encourages your visitors to contact you.

A content management system (CMS) helps you easily publish and manage articles, photos, videos and other lead-generating content on your site even if you have minimal technical knowledge.

For more information on efficient construction lead generation, contact Construction Monitor today.