Stay Top of Mind With Your Best Prospects Through Email Marketing

Every day your target audience is bombarded with marketing that steals their attention away from you. Getting into their email inboxes helps keep you on their minds, but just showing up isn’t enough. Earning top-of-mind awareness as the company they can trust with their construction project takes the right kind of communication.

Meet Their Needs

Turn your email newsletter into a source of genuinely useful information and readers will remember your name. Review building permit data to discover trends your readers might want to get in on. Examine the stats on top companies to see what their customers are interested in. Then use what you learn to create content that provides concrete value and helps your clients accomplish their construction goals.

Consider segmenting your list to provide more relevant content to each audience you target. If you offer mortgage and construction financing services, you might publish a separate newsletter for your first-time home buyers, your real estate investors, and your commercial property developers.

Go Beyond Newsletters

A regular newsletter gets you repeated exposure, but it’s also easy for recipients to overlook. Occasional surprises keep them paying attention. Congratulate readers on their six-month sign-up anniversary and offer a bonus for their loyalty. Send special greetings on holidays and remind them of what you can offer this season. If you sell light fixtures to home remodelers, a Thanksgiving greeting is the perfect time to recommend lights for the upcoming winter.

Triggered emails help you automate the process of maintaining contact. You might create a follow-up email to be triggered when a website visitor downloads something or visits the same page several times. In the email, offer more in-depth information, a phone consultation or anything else that will draw them closer to becoming a paying client.

If a reader hasn’t opened your emails in a while, send a “We’ve missed you” email offering a special white paper, case study or other tempting benefit that will encourage them to take action.

For more ideas on using email to stay top of mind with your prospects, contact Construction Monitor.

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.

 

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.

Getting Repeat Business and Referrals: The Art of the Follow-up

lead follow upWhile making good first impressions is an important part of lead generation in the construction business, it’s only a small part. If you want those leads to turn into paying clients, you’ll need to follow up on them in a way that shows them your firm is the best fit for the job.

Provide Real Value

Frequently contacting a lead “just to check in” does nothing to demonstrate your value and, even worse, it can leave your prospect dreading your calls and emails. Instead, go in with the mindset of helping your prospect solve a problem they’ve already acknowledged. Contact them with information or opportunities that will get them closer to their goals.

  • Send articles, blog posts, case studies and other material that provides useful information.
  • Offer to connect them with an industry professional who could help them.
  • Let them know about a new product or service that could benefit them.
  • Invite them to a relevant conference, talk or networking event.
  • Invite them out for drinks or lunch to discuss any problems they’re facing.

This approach to lead generation in the construction business positions you as a helpful expert who can be trusted with complex, high-budget projects.

Be Consistent and Persistent

Some leads require more nurturing than others, so regularly follow up with anyone who’s expressed an interest in your services. By contacting a prospect frequently and consistently, you’ll be in front of them at the moment they’re ready to buy.

That said, if a promising lead has disappeared for weeks, it pays to send a polite message letting them know you assume they’re no longer interested. This is often enough to grab the attention of a busy professional, but it also keeps you from wasting time.

Develop a system to track your leads’ progress through your sales funnel. Having a plan to follow prevents valuable prospects from falling through the cracks and alleviates any concerns you might have about annoying prospects with too much contact.

For more tips on productive lead generation in the construction business, contact Construction Monitor today.