How to Increase the Leads from Your Blogging Efforts

attract leads with your blogValuable content is only one component in a lead-generating blog strategy. To bring in the kind of construction leads you want most, you’ll need to zero in on your target clients’ interests, then guide them toward getting in touch with you.

Focus on Buyers

When you’re building your blog readership, it’s all too easy to make the mistake of choosing popular, highly searched-for topics, rather than the topics that will attract paying clients. You might get a lot of visitors to a post about office building depreciation, but they won’t necessarily be looking to hire a contractor. When you choose topics, consider what your ideal clients research when they’re ready to embark on a new project. If you offer commercial office construction, that might be topics such as “small office building design” or “office construction cost per square foot.”

Grab Their Emails Fast

When a potential client lands on your blog, they might love the guidance and insight you provide, but then click away and completely forget about you by the time they’re ready to hire. By offering a tempting “bribe” to sign up for your mailing list, you can capture their contact information immediately and then follow up. Your bribe could be an email course, a video series, a detailed case study or any other content, as long as it provides valuable information that addresses a specific, pressing issue your readers face.

Liven up Your Calls to Action

Attention-grabbing calls to action (CTAs) strategically placed in your blog posts are the final step in turning your readers into leads. Your CTAs should give your readers a good reason to hand over their contact information. “Sign up for our newsletter now” doesn’t cut it. Instead, try something like “Get your free mini-course on sustainable office construction” or “Sign up for our newsletter and be the first to hear about profitable new office building trends.” Place these CTAs prominently within your posts as well as at the end.

3 Effective Ways To Convert Blog Readers To Hot Leads

blog conversionA blog that can convert readers to leads is an invaluable marketing tool, but to bring your blog to that level, you need more than just regular construction news updates. Authoritative content combined with a little direction will give your readers more reason to contact you.

Conversion strategies

  1. Prioritize quality – To get your blog readers interested in doing business with you, you need to prove that you’re a trustworthy authority who offers something your competition doesn’t. Content that demonstrates expertise in your segment of the construction industry does exactly that. Instead of pushing out frequent short update posts, invest time in creating in-depth posts that offer real value to your target readers. As a bonus, these posts tend to get more links and shares, as well as higher search engine rankings.
  2. Offer premium content – The content freely available on your blog is great for attracting new readers, but it’s not always enough to convert readers to leads. To nudge your readers in the right direction, make some of your most valuable content available only in exchange for an email address. This works best with content that solves a specific problem or provides concrete benefits. You might offer your best tips for restoring a historical home or your analysis of data on the most profitable segments of the commercial construction market.
  3. Strategically position calls to action – If you know a little about blog writing, you’re probably already including basic calls to action (CTAs) at the end of your blog posts. While that’s an important step, there’s a lot more you can do to get your readers’ eyes on your CTAs. Include them in the first half of you post for readers who might not reach the end, and in your sidebar and a pop-up or screen overlay. Experiment with wording, formatting and placement, and track your results. For example, you might find a boldly colored graphic in the middle of your posts gets better results than the form in your sidebar.

 

3 Elements All Effective Case Studies Have

case studiesMarketing using case studies positions you as an expert in your field while also getting your name out there and attracting potential clients to you. Developing a case study takes time and effort, but it’s easier when you have a format to follow.

The Problem

Just like a good story, a case study follows a central character as they overcome a challenge to reach a goal. To grab your readers’ attention, clearly define the problem your client faced in the outset of your report. Focus on a single, specific problem. Trying to cover multiple subjects dilutes your message and confuses your reader.

To choose a problem on which to base your study, consider the biggest concerns your target clients face. It might be an issue such as waterproofing a deep basement or installing solar panels on a metal roof.

The Possible Solutions

Part of the goal of a case study is to help the reader decide which possible solution to their own problems will bring them the best results in the most time- and cost-effective way. To do that, you need to lay out the options you considered. Avoid focusing only on solutions your firm offers. You’ll gain more trust and respect by presenting an honest assessment of all possible solutions that were open to the client in your study.

Then explain why you choice the solution you did. Point out what the other options were missing and what made them unacceptable choices. This demonstrates to your readers why your firm’s solution was the best way to go.

The Results       

Marketing using case studies works in large part because your readers want to know what you can do for them. It’s not enough to state which solution worked. You’ll also need to detail the results it brought in concrete terms, using numbers and facts where appropriate. Some possible results to include are:

  • Savings of money or time
  • Increased return on investment
  • Improved compliance with regulations
  • Better real estate usage efficiency
  • Better management efficiency

To get more tips on marketing using case studies, contact Construction Monitor.

 

 

3 Quick And Easy Lead Generation Tips

lead generation tipsAttracting new construction clients doesn’t have to be all hard work. By following some time-saving lead generation tips, you’ll be able to pick up qualified leads without adding much to your workload.

Provide Gated Content

One of the simplest yet often-overlook online lead generation tips is to make your most valuable content available only in exchange for an email address. This is a particularly smart strategy if you already have a few juicy articles or videos that see heavy traffic. Any content that solves a specific problem or provides information on a topic your prospects need to understand in order to reach their goals is fair game.

For longer articles, create a PDF version that’s downloadable in return for an email address. For videos, use a service that lets you embed a form requiring an email to view the video.

Reward Referrals

Your clients are busy people and no matter how much they love your services, they might not take the time to recommend you unless you give them a little extra nudge. Offering a hefty cash reward for every referral who turns into a client can be just the motivation they need. When you calculate the amount you can justify offering, keep the lifetime value of the client in mind.

Make it easy for your satisfied clients to send business your way by providing them with simple referral forms. Do all this and you can have warm, qualified leads coming in regularly with no extra effort on your part.

Run a Fishbowl Giveaway

If you’re looking for local leads, the restaurants favored by your target market can help. Ask management to let you place a bowl by the register with a sign inviting guests to enter to win a free meal for two at that restaurant. Instead of capturing business cards, ask entrants to fill out a questionnaire that allows you to pre-qualify them. Choose your winners and take those qualified leads out to dinner to get a conversation started.

For more highly effective lead generation tips, contact Construction Monitor.

Buyer Personas and How They Help Target Your Lead Generation

Creating a buyer persona for your leads and prospects lets you more easily visualize the type of customer you are looking for. More importantly, buyer personas are effective at giving you insight into what your customers want and need. The following information will help you understand buyer personas and how you can use them.

Many products and services do indeed have a vast audience, but no company can successfully market everything they offer to everyone at all times. Trying to do so spreads your marketing so thin that it will do little good. To make your marketing work, you need to understand who will need your products and services, who will most likely respond to your marketing messages, and what they need from you to become a customer.

A buyer persona is a profile created to reflect the characteristics of your ideal customer. It will include personal and demographic data, along with information on what that ideal customer will want. Much like a character in a novel, buyer personas should have a personality, and when you look at that persona, you should be able to make assumptions about the person it represents.

For example, if your company specializes in high-end renovation work, your buyer persona might be a professional person with a high income and the willingness to spend it on his home. If you sell paint and decorating supplies, a viable persona might be a young couple who have just bought their first home and are working to give it their unique touch.

When you know what your buyer persona wants and needs, you can narrow your marketing to better target customers. This ensures that your marketing budget is spent effectively on messages directed specifically to leads who are most likely to respond.

Construction Monitor helps construction companies make the best use of their marketing resources, providing industry-specific data and information on best practices that can be put to use immediately. Contact us today for more information on buyer personas and how creating a buyer persona for your target market can improve your lead generation efforts.

Know Your Audience: Where and How You Interact With Potential Customers Matters

target marketKnowing as much as possible about your customers is only part of the battle in successful targeted marketing. Once you have gathered useful demographic data on your leads or established accurate customer personas for your most likely customers, you still have to interact with them and convince them to buy your products or services. In this part of your marketing process, where and how you interact with potential customers matters.

In-Person Interactions

In-person interactions require the same type of customer care they always have. You must answer questions, provide information, and make informed suggestions that are best for the customer.

Online Interactions

Online, you must be willing to engage with your customer when they need and want to interact with you.

  • Questions: Customer service agents who answer questions must be available to respond as quickly as possible. Delays in answering online queries will give customers the chance to lose interest in you and look elsewhere.
  • Problems: Problems must also be addressed quickly. If a potential customer thinks you’re ignoring a problem or issue, your reputation will suffer and your potential customer will conclude that you don’t care.

Other Interactions

Some interactions can be very subtle, but they will have a significant effect on how your potential customers react to you.

  • Design: The design of your marketing materials often reflects the demographic segment you’re targeting. Marketing aimed at an upscale market will usually have a more sophisticated look that refers to issues exclusive to that segment. Marketing aimed at a more general audience tends to have a more popular appeal.
  • Copywriting: Similarly, the copywriting and text of your marketing materials should be geared toward your target audience. Chatty, familiar-sounding text will work for a customer who is shopping around while terse, facts-only copy will be more appreciated by customers who have little time to spare.

Construction Monitor’s mission is to provide the most accurate and most recent data that construction companies can use in their marketing efforts. Contact us today for more information on targeted marketing and how to make sure your marketing interactions are as effective as they can be.

 

Geo-Targeting and How it Can Help You Land New Clients

geo targetingConstruction companies acquire a large number of their clients through referrals or word-of-mouth. However, a savvy company that wants to compete at the highest level also needs to know and apply some of the most effective marketing techniques to expand their reach and gain more clients. Geo-targeting is one of the more useful of these techniques.

What Is Geo-Targeting?

Geo-targeting is an online advertising and marketing method that delivers targeted messages and advertisements based on a potential client’s geographical area. If you’ve ever been searching on Google, for example, and had an advertisement for a local company appear on your screen, you’ve been on the receiving end of geo-targeting.

Geo-targeting can be applied to potential clients who visit your website, your social media pages, or anywhere else you maintain an online presence. The process of geo-targeting an online ad requires the ability to read a visitors IP address, the unique electronic number that identifies each computer using the Internet. The numbers of an IP address allow a geo-targeting system to determine a user’s location, often down to the level of individual towns or streets

Using Geo-Targeting to Get New Clients

  • A geo-targeting system can serve up advertising relevant to a specific geographical area. For example, if your company serves clients in Minnesota and Florida, a geo-targeting system can tell if a potential client is looking at your site from one of those areas. It can then present advertisements and marketing messages that are specific to client’s needs in those areas. At the same time, geo-targeting can exclude advertisements to potential customers that are not likely to need your services.
  • With geo-targeting, you can focus your marketing efforts in specific geographic areas, such as in a radius around your store or company location. This allows you to focus on local prospects that are more likely to respond.

Construction Monitor provides data, industry information and marketing tips that can help construction firms of any size increase their client base. Contact us today for more about geo-targeting and how you can use it to apply focused customer acquisition techniques to your marketing efforts.

3 Tips for Increasing Word-of-Mouth Business in the Construction Industry

Word of mouth has the potential to bring you a consistent flow of targeted construction leads, but you can’t rely on chance to make that happen. To get the most from your referral marketing efforts, invest time in methods that actively encourage word to spread.

Offer Incentives

People are busy, and even your most satisfied clients might not find the time to send business your way unless there’s something in it for them. Offering incentives as part of your referral marketing plan can give your clients the extra motivation they need to contact you.

For every lead that turns into a sale, you might offer a restaurant gift certificate, tickets to a popular entertainment venue, an exclusive gift or a straightforward cash reward. Offering a percentage of the sale is another option, but remember that it has to come out of your profits. Make this incentive open to your employees, too.

Grab More Opportunities

Chances are you’re overlooking a lot of opportunities to ask for referrals. When a client thanks you for your work or offers a testimonial, ask if they know anyone else who could use your services. If you’re able to do a client a favor or help them manage a difficult situation, that’s another time to ask for referrals.

It might sound counterintuitive, but complaints can also bring you referrals. If you can solve the problem quickly and end up with a satisfied client, that client might be impressed and appreciative enough to connect you with some leads.

Keep in Touch

When a job is completed, follow up by mailing a package that includes a thank-you letter, a form for a testimonial and referrals, and a self-addressed stamped envelope.

Contact former and current clients two to four times a year to check in on how they’re doing and find out if you can offer any help or advice. To up your chances of bringing in referrals even more, consider inviting your best former clients out for dinner.

For more information on making referral marketing work for your company, contact Construction Monitor

Construction Lead Generation – a 3-Pronged Approach

crowd trade showThere are numerous approaches to construction lead generation, but a few stand out as particularly effective. While relying on just one method can limit your growth, choosing several proven approaches lets you refine your skill with each while maximizing your lead flow.

Prospect for Leads

By visiting a potential client at their place of business, you have the chance to develop a personal rapport that can’t be achieved over the phone or through direct mail. Before you go, familiarize yourself with your prospect’s current projects and needs so you can offer yourself as an expert resource, not just a salesperson.

Invest in thoughtfully designed leave-behind material, such as an informational packet or booklet that showcases your best work and reminds your potential client of how you can help them.

Encourage Referrals

Word of mouth has long been a powerful construction lead generation method, but referrals rarely happen by chance. Making it easy and rewarding to send you referrals does a lot to keep them flowing in.

After every successful project, follow up with a package of printed material that includes a thank-you letter as well as a form for a testimonial and referrals. Offer an incentive such as a restaurant gift certificate, event tickets or even cash for every lead sent your way that turns into a sale.

Give your current and former clients a call every three to six months to check in and let them know you’re there to help solve their problems. This helps ensure they’ll remember to recommend you to anyone in their circle looking for construction services.

Participate in Trade Shows

Attending a trade show gives you access to a huge pool of highly targeted leads. Professionals who take the time to attend are deeply interested in the products and services available there and often ready to close a deal immediately. That said, it’s critical to choose the right show for your segment of the industry and have a strategy going in. Establish your goals before you start preparing for the event.

For more tips on construction lead generation, contact Construction Monitor.

5 Ways You can Generate Leads Through Contractor Marketing

The construction industry shares at least one thing in common with every other business segment: a steady stream of leads and new customers is essential to sustaining and expanding a company.

lead generation
Source: iStock.com/mindscanner

Here are five contractor marketing tips to generate leads that can help you find more customers and increase revenues and profits:

  1. Capture attention: Whatever media you are using for your marketing, you must get your prospects’ attention. Use attention-grabbing headlines and intriguing images to entice your leads to look at your marketing material. Make sure the copy is interesting, relevant, and free of errors. If necessary, hire a professional writer or editor to create your marketing materials.
  2. Make customers your focus: Leads and potential customers don’t particularly want to know about your company. They want to know what your company can do for them. The old saying “What’s in it for me?” applies here. Deep down, any lead or potential customer will want to know how you can help them.
  3. Highlight solutions to problems: Keep the focus on your customers and how your professional services can help them solve their problems and eliminate their “pain points.” Emphasize the inconvenience and troubles associated with problems you can help resolve–the stress and aggravation of not having enough space in the home, for example. Then position your services in building additions as a clear solution to the issue.
  4. Provide proof: Where possible, include proof of your ability to solve customers’ problems. This can take the form of customer testimonials, lists of previous projects, or memberships in professional organizations.
  5. Give a distinct call to action: Make sure your marketing and advertising contains a clearly stated and distinct call to action. A call to action tells your lead or potential customer what to do next, whether that’s to call now, visit a website, or pay a personal visit to your store.

Construction Monitor helps construction industry professionals expand their businesses by providing the latest information on developments and trends that affect them. Contact us today for more information on marketing your construction services and for additional contractor marketing tips for better lead generation.