How To Implement An Effective Lead Nurturing Strategy

lead nurturingYou’ve put time and effort into developing your lead nurturing strategy, but to make it pay off, you’ll need to put your strategy into action the right way. Because the sales process in the construction industry often takes months, advance planning is critical.

Start Educating

For most prospects, the educational tactics in your lead nurturing strategy are the ones you’ll implement first. Segment your leads according to where they are in the buying cycle, as well as by project type, timeline, budget, and other relevant factors to better tailor the information you send to the needs of each group.

If your lead is just starting to consider investing in a construction project, encourage them with information on industry trends and opportunities. Once your prospect is ready to go ahead and is considering working with your firm, help them learn more by inviting them to a webinar or in-person meeting where you can show them what you’re capable of. When they’re close to making a decision, help bolster their confidence in your firm by sharing testimonials and success stories from satisfied clients.

As you educate your prospects, make a serious effort to learn about their needs, challenges, and concerns.

Call Them to Action

When your prospect is in the decision-making phase of the buying cycle, considering requesting a proposal, move from education to direct calls to action. This is where you can implement the sales-oriented tactics in your lead nurturing strategy, such as inviting your prospect to schedule a consultation or strategy session.

Even after your potential client has received your proposal and decided they like what they see, chances are they’ll place your firm on their shortlist rather than immediately start contract negotiations. Here’s where your earlier work will set you apart. Use the detailed information you’ve collected about your would-be client over the past months to address their concerns and demonstrate how your firm can deliver precisely the results they want.

 

How To Build An Effective Landing Page

landing page designWithout landing pages designed to pull in leads, much of the work you do driving traffic to your construction firm’s website is lost. Effective landing page design takes some planning, but it’s easier when you know what to include.

Choose the Right Elements

Before you plan your design, spend some time choosing what you want on the page. The goal is to create a page focused on a single objective, such as encouraging your visitors to contact you for a strategy session, download a report or just click through to another page. Some of the essentials are:

  • Headlines and subheadlines – These should break up your text into readable chunks and grab the attention of readers scanning the page. Keep them short, clear, and specific.
  • Hero image or video – This is a large, eye-catching image or video that represents what you’re offering and what your visitors have to gain by handing over their contact information. For example, it might be an image of a type of building you specialize in.
  • Trust signals – To convert visitors to leads on a short landing page, you need to establish trust quickly. Do this by including short testimonials, endorsements and awards, and logos of well-known organizations you or your firm belong to.
  • Information capture form – Usually, a form asking for a name and email address is all you need. If your goal is to get the visitor to click through to another page, a call to action is enough.

Create Your Design

Effective landing page design is minimalist and well organized with every element placed in a way that leads the visitor toward the action you want them to take. The visitor’s eye should move down the page from the main headline, to the hero image, though your content, and finally to your call to action.

Get to the point quickly. Organize your text in short paragraphs with subheadlines, bullet points, and other formatting as necessary. Stick with a simple color scheme and no more than two font styles.

 

Winning The Sale: Converting Leads To Customers Using Simple But Powerful Strategies

boost conversionsYou didn’t put all that work into bringing in sales leads only to lose them at the last minute when they don’t convert. By using proven construction lead conversion strategies, you can more easily win over your prospects and get more out of your marketing.

Nurture First

In a high-stakes field like construction, converting a cold lead to a paying client is a process. Spend time educating and building rapport with your leads from the time they first discover your firm and by the time they call you, they’ll have already sold themselves on your services.

One of the most effective ways to nurture your leads is through an email newsletter or automated campaign that provides relevant, helpful content. Segment your email lists based on your prospects’ interests, such as industrial construction or health facilities construction.

Bridge the Gap

While persuasive calls to action are critical in the construction lead conversion process, exactly what you invite your would-be clients to do makes a difference in how well they convert. An offer like “call for a free consultation” is a common approach, but it’s not particularly enticing. Instead, offer a solution-oriented strategy session.

When a prospect calls, take them through a defined process. First learn about their current situation and challenges, then get a clear picture of what they want to accomplish. Finally, show them how your firm can bridge the gap and ask for the sale.

Be Persistent in Your Follow-Ups

It’s often said around 80 percent of major sales occur after at least five follow ups. Even the most interested prospect may be busy or distracted and unable to get back to you when they expected to. A well-designed follow-up system helps ensure your potentially profitable leads don’t fade away.

Instead of emailing to “check in,” provide context and be specific about the response you’re looking for. Ask if they’ve had time to consider your proposal, request a quick call or offer a valuable resource and ask for your prospect’s opinion on it.

Nurturing Your Leads: How To Drive Conversions Without Annoying Your List

lead nurturingWhen you’re managing a lead nurturing list, it’s not always easy to find the line between building profitable relationships and coming off as pushy. By following a few guiding principles however, you can consistently lead your prospects toward sales while still keeping up your good rapport.

Always be Useful

There’s no such thing as too much valuable information. When you create your emails, think from your readers’ perspective and aim to provide some practical benefit in everything you send out.

While it’s nice to share news about new hires and partnerships, it doesn’t really help your readers. Too much of this and they’re likely to unsubscribe. Instead, consider the types of questions your prospective clients often ask and aim to answer them. Offer tips, how-tos, and insight that will help them reach their goals.

If you target two or more types of clients, such as homeowners looking to remodel and commercial real estate investors, segment your email lists. This lets you send each group information that’s tailored to their needs.

To ensure you always have something of value to say and for easier time management, develop an editorial calendar. In most cases, a monthly or bi-weekly newsletter is enough.

Pay Attention to Your Funnel

To be receptive to your sales messages, your prospects must be in the right mindset. Knowing where a prospect is in the sales cycle gives you insight into how they’re thinking so you can provide information that truly speaks to them.

With a lead nurturing list, focus on the needs of those still early in the sales cycle. Educate them on what you can offer and how you outperform your competitors. Encourage them to engage with you by emailing, calling or coming in to talk over the specifics of their plans. At this point, you can work on converting them to clients.

Segmenting your lists helps here, too. You might have one list for new leads and another for those who have taken action towards becoming a client.

3 Components of a Successful Landing Page

landing pageWhile targeted marketing is essential for bringing prospects to your website, once you get them there you need to convince them your construction firm can meet their needs. Three critical elements will help your landing page accomplish this.

Your Unique Selling Proposition

What sets you apart from the thousands of other construction firms out there might be obvious to you, but your prospects won’t know unless you tell them. Your unique selling proposition (USP) is the set of benefits you offer that your competitors can’t. It might be an emphasis on sustainable, eco-friendly building practices, high-level client care, or skilled historical renovations.

Aim to express your USP throughout your landing page, including in your main headline, your subheadlines, your list of benefits, and your closing.

An Emphasis on Benefits

To be interested in contacting you, your prospects must understand not just what services and products you provide, but also how those products and services will benefit them. Your targeted marketing research should help you zero in on the benefits your clients are looking for. For example, basement or attic remodeling brings a homeowner increased living space to enjoy their hobbies. For a developer, your ability to handling large, complex projects can save them from costly delays.

Because most people skim when reading online, you’ll grab more attention by breaking the features and benefits of your services down into a bulleted list.

Conversion-Driving Design Elements

Visual content is critical for quickly conveying information and showcasing the quality of services you provide. Include at least one “hero shot,” an image or video that represents your services and expresses what it’s like to enjoy the benefits you offer. Additionally, images or videos of key team members help humanize your firm and build trust.

Make space in your design for social proof such as client testimonials, a list of well-known clients you’ve worked with, and data on your successes. Because it’s so valuable for building trust, this material deserves a place of prominence.

For more on bringing in clients through targeted marketing, contact Construction Monitor today!