The Key to Unlocking Your Inbound Marketing Strategy

inbound marketing strategyInteresting, informative content is the foundation of any inbound marketing strategy, but to unlock the true power of that content, you need a well- thought-out plan.

Turning Browsers into Buyers

The goal of inbound marketing is to attract people from your target audience, prove your value, and convert your readers into clients. So while your content should be high quality, everything you publish also needs to have a specific function that’s part of a larger plan.

That larger plan is your marketing funnel. Organized in a marketing funnel, your content becomes a clear path that guides your prospect every step of the way toward becoming your client. It takes your prospect from seeing your social media post to joining your email list to eventually signing a contract.

Without a funnel, you’ll end up with a scattershot approach that wastes the power of your content. Your dream data center client might love your video on critical cooling equipment they found while searching YouTube, but if that video doesn’t give them an incentive to visit your website, you might still lose them forever.

Creating a Powerful Inbound Marketing Funnel

Your funnel should be based on how your ideal clients go about researching their building projects and choosing construction firms. Consider what information they’ll be looking for at each step in the process, then create content that answers their questions while leading them closer to becoming your client.

Start by attracting their attention with SEO-ed blog posts as well as photos, videos, tips, and infographics on social media. From there, convert them into leads by encouraging them to pass along their contact information. For example, in a Facebook post about shopping center renovation, you might offer a free in-depth ebook on minimizing disruption to tenants in exchange for an email address. Next, move on to closing the sale. That free ebook might lead your prospect to an email drip campaign that offers more guidance and showcases your shopping center clients’ success stories.

 

Using Twitter Cards the RIGHT Way for Lead Generation

attract leadsTwitter might not be the most popular social media platform, but with more than 300 million users, it still holds a lot of potential for connecting you with new construction clients. By enabling Twitter Cards, you’ll have more space to show your followers you have what they’re looking for.

Make Your Tweets Intriguing

While Twitter Cards let you include a lot more information than the standard 280-character tweet, the default Twitter Card shows only a “View summary” link at the bottom. Because that might be all that shows when your blog readers post or re-tweet your content, your tweets should offer strong motivation to click that link. Just announcing the services you offer won’t cut it.

If your goal is to bring in leads, enabling Twitter Cards on your free lead generation content is a good way to do it. When you share the link, include a compelling comment in the tweet text section.

It might be a clear benefit such as “Save $5000 on your home renovation” or something more curiosity-piquing such as “We were surprised to discover this.” Then use the card’s description section to outline the main benefits your lead magnet offers.

Choose Eye-Catching Images

Images grab attention and express ideas quickly, so they’re great for attracting readers back to your website. The clickable images on Twitter Cards are even more effective.

To get the most out of your images and videos, skip the ordinary pictures of completed buildings and try close-ups of striking architectural elements, quick video tours, highlights compilations, timelapse videos of projects or visually powerful graphics. If you do renovations, use dramatic before and after pictures.

Choose images with a 2:1 ratio and a size of at least 300 to 157 pixels. Use the Twitter Card Validator to make sure your card isn’t grabbing your logo or headshot instead of the image you want. Finally, include a text description both for the search engines and for the visually impaired.

Why Title Quality Can Make or Break Your Blog Success

The first impression your would-be readers get of your blog posts comes from your titles. Settle for bland, ambiguous titles and you’ll struggle to grow your readership. Invest some time into crafting descriptive, attention-grabbing ones, though, and you can win readers who turn into loyal clients.

The Right Kind of Attention

When reading online, people tend to scan, so you only have around three to five seconds to catch your readers’ attention before they’re off to something else. To stop readers in their tracks, a blog post title must convey the topic of the post quickly and clearly.

As a title, “Eco-friendly Home Features” is so vague a reader can’t really tell if the post is relevant to their interests. “Construction Features for a More Energy-Efficient Home,” however, stands out from the crowd by stating exactly what readers stand to gain.

Blandly descriptive blog titles aren’t enough, though. Your titles also need to spark interest. While you can do that by stirring a controversy or offering entertainment, it’s often easiest to promise a benefit. “Trends in Commercial Office Construction” might sound like a nice read, but “Emerging Office Building Trends Tenants are Paying Top Dollar For” is a lot more compelling.

A Wider Audience

Intriguing titles gain more traction on social media, letting you reach whole new audiences. Your target prospects are more likely to share an appealing title than one their followers will scan right over. The same thing goes for blog posts your readers share by email. A boring title is likely to be ignored, but if the title sparks the recipient’s interest, they’ll click no matter who sent it.

Good titles also make it easier for your potential clients to find your blog in the search engines. This isn’t so much about choosing popular keywords as it is about being specific. You’ll have a much better chance of ranking well for a narrowly defined term such as “energy-efficient roofing options” than for a broad term such as “eco-friendly homes.”

3 Key Reasons to Use Ebooks in Your Marketing Efforts

ebook marketingThe complex, ever-changing technology of the construction industry can make it hard for your potential clients to decide which company is right for them. Ebooks help solve that problem by letting you demonstrate your expertise in a way that guides your readers toward choosing your company.

  1. Build credibility – Because the typical ebook focuses on a single, narrow topic, it gives you a chance to include facts, data, and your own personal insight to show your potential clients you know what you’re talking about. You’ll also have space to highlight client success stories. If you specialize in renovating retail spaces, you might write an ebook that helps first-time specialty store owners understand ADA accessibility guidelines and the options your company can offer for meeting them.
  2. Reach a wider audience – Offering your ebook in exchange for an email address is a good way to bring in new leads, but it’s not the only way. If your ebook solves a common problem or covers a current hot topic, chances are your prospects will pass it on to their friends and colleagues. You’ll reach potential clients who might never have known about you otherwise. To get even more eyes on your ebook, email complementary blogs and let them know you have something that could benefit their audience.
  3. Educate your prospects – When a would-be client isn’t sure exactly what they need, they’re liable to pass your company by even if you’re a perfect fit. They might know they need a new pediatrics center, but have no idea how to start working with a construction firm to plan one. With an ebook that helps potential clients in the early stages of planning, you set the foundation for a trusting relationship that will be hard for your competitors to match. Beyond just guiding prospects in the basics, your ebook can also show them how your company’s services are different and why that matters. If your pediatrics centers feature unusual, child-friendly architecture, your prospects should know.

 

3 Inbound Marketing Techniques to Try Today!

inbound marketingGet your inbound marketing right and you’ll enjoy a steady stream of warm construction leads coming right to you. It might sound like a big job, but by starting with a few proven techniques, you’ll only need a little well-aimed effort to see results.

  1. Offer High-Value Gated Content – Offering free, genuinely useful guidance is one of the most effective ways to attract high-quality leads. Consider your ideal clients’ greatest challenges and create content that helps them solve it. That could be an email course on choosing features for education facilities, a webinar on budgeting for a luxury home remodel or an office construction cost calculation tool. Make this available in exchange for an email address and promote it on your website, blog, social media accounts, and elsewhere. Creating content takes time, but you can start researching ideas today.
  2. Choose Your Keyphrase Wisely – While keywords and phrases are no longer as critical as they once were, there’s still benefit to be gained by strategically optimizing for the right ones. To maximize your SEO efforts, choose just one or two moderately competitive phrases you know your ideal clients use to search for construction services online. Going after “construction company New York” might be too ambitious, but with “luxury remodel Staten Island” you have a real shot at a top ranking. Tools such as Google’s Keyword Planner and the Moz Keyword Explorer can give you some ideas.
  3. Optimize Your Website – At the foundation of every in-bound marketing strategy is a website that’s well optimized to turn visitors into leads. Make sure your site provides a simple, obvious path that guides visitors toward providing their contact information. On your homepage, use a clear, benefits-driven headline and include a call to action that encourages visitors to learn more. Prominently display your phone number and other contact information. Ditch the bland stock photos and use real images of your projects and team. Even minor improvements can make a noticeable difference, so there’s a lot you can do today.

The Value Of A Solid Inbound Marketing Plan

inbound marketingPlanning a construction project requires extensive research, meaning your potential clients are out there looking for reliable information long before they choose a construction firm. With a clear inbound marketing plan, you can turn your website into a magnet that draws prospects like these to your firm. 

Attract Your Ideal Clients

You already know what kinds of information your ideal clients are searching for, but traditional online advertising doesn’t make it easy to convey that understanding to them. You have limited control over who sees your ads and limited space to make your point.

With inbound marketing, you can speak directly to your potential clients’ needs through highly targeted blog posts, videos, and photos.

If you’re looking to sign on more multi-family residential construction clients, you can attract those clients by publishing detailed information on safety regulations, noise control, and other issues that face residential property developers. If you prefer to focus on home remodeling clients, you can offer guidance to homeowners in a more personable tone using non-technical language.

Investing time in developing an inbound marketing plan helps you define exactly which type of client you’d most like to attract, identify the topics those potential clients are researching, and outline the content that will reach them most effectively.

Earn Your Prospects’ Trust

Before they even consider doing business with you, your prospects need to see your firm as a group of knowledgeable, skilled professionals they’ll enjoy working with. Informative, engaging content on your website can do a lot to start building that kind of relationship with prospective clients without any extra effort from you.

On the other hand, a smattering of disjointed, error-filled blog posts can have the opposite effect. Carefully planning your inbound marketing strategy helps ensure you provide content that shows your firm in the best light possible. You’ll also be able to plan for content such as videos and behind-the-scenes photos, which not only inform, but also build valuable personal rapport.

For more tips on developing an effective inbound marketing plan, contact us at Construction Monitor.

The Basics Of Online Lead Generation For Your Construction Business

online lead generationIf you’ve been sticking with traditional methods of bringing in leads, you’re missing a lot of would-be clients who are looking online for construction services like yours. With just a little basic online lead generation, you can grab some of those clients before your competitors do.

In-Bound Marketing: Drawing Leads to You

Online in-bound marketing is an approach that focuses on attracting your target prospects to your website. One of the most common ways to do this is with a blog or library of articles full of information focused on helping your target clients solve their problems and achieve their goals. As they search online for the information they need, they’ll come across your site and begin to view you as a helpful expert worth contacting.

“Lead magnets” also play a role in online lead generation. A lead magnet is content your visitors receive only after providing their contact information. It might be a white paper, video course, email autoresponder series, time-saving checklist or even a fun yet informative quiz. It’s something that gives your visitor an incentive to hand over their email address so you can contact them later.

Social Media: Meeting Leads Where They Are

Platforms such as LinkedIn, Facebook, Twitter, and Houzz let you easily find people in the market for construction services and start building personal connections with them.

Focus on two or three platforms where you know your ideal clients spend time. Create a complete profile and make posts your target audience will find helpful or entertaining. Social media is a place to mingle, not hard sell, so take time to interact with your potential leads. “Like” and comment on their posts, reply to questions, and send private messages when appropriate.

Ultimately, your goal should be to attract them to your website or get them to contact you by another means.

To get the most out of your online lead generation efforts, go in with a plan. Know how you’re going to attract your target prospects’ attention, then educate them about your services, and finally convert them into clients.