Using Case Studies To Build Credibility

case studiesWhen a potential client is learning about your construction firm, the content you publish is a big part of how they judge your credibility. By showing exactly how you’ve solved a client’s tough problem in the past, a case study makes your reliability clear.

Show off Your Successes

Few types of content demonstrate your real-world problem-solving skills better than case studies. A case study backs up your claims of expertise so well because it’s essentially a client success story with an in-depth description and hard evidence to prove how you helped your client overcome a problem and reach their goals.

The biggest challenges your firm has faced make ideal case studies. Write about that tricky second-story addition you built on an older home, the boutique guesthouse you built in a densely forested area or how you sourced sustainable building material for a demanding client.

When your prospects see how adeptly you were able to analyze your client’s problem, devise and evaluate potential solutions, and then put your chosen solution into action, your credibility becomes undeniable.

Back Up Your Marketing Claims

Integrating case studies into your marketing lends credence to your claims of expertise. Feature them on your home page to let your visitors read about a real person who saw success working with your firm. This works well if you have widely divergent specialties, such as home remodeling and educational facility construction. When you develop sales presentations, include case studies to let your results speak for themselves.

Case studies are rife with ideas and data that can inspire blog posts, videos, infographics, and social media posts. Using your case studies as a jumping-off point for new content helps you get more use out of your existing material and draws more attention to the case studies themselves.

Case studies make ideal lead magnets, too. Put together a video tour or photo essay on a finished project, then offer the related case study in exchange for an email address.

 

3 Effective Email Lead Generation Methods

email lead generationEmail gives you an effective and convenient way to nurture your leads until they’re ready to do business. While there are dozens of ways to go about email lead generation, a few methods work particularly well in the construction industry.

Publish a Truly Valuable Newsletter

A weekly, bi-weekly or even monthly newsletter lets you stay in contact, demonstrate your expertise, and build trust and rapport. To really reel in leads with your newsletter, you need to provide information that benefits them in an immediate, tangible way. Plan your content around solving the problems your ideal clients face and keeping them up to date on issues critical to their success.

To attract more signups, give your newsletter an appealing title, such as “Commercial Real Estate Insider” or “Condo Investment Advisor.” Create a page to “sell” your visitors on the benefits of signing up and add eye-catching signup forms to the bottom of every blog post.

Gate Your High-Quality Content

Gated content is content, such as reports, videos or tools, which your visitor can access only after giving you the lead information you want. It might be a set of helpful templates they can download in exchange for their name and email or a white paper they can access after answering a few lead qualification questions. If the content solves an urgent problem or offers valuable, hard-to-find information, your visitors will be happy to pass along their contact information for access.

Don’t gate all your good content, though. Freely accessible high-quality content shows your visitors what you’re capable of, which gives them the confidence to sign up for more.

Encourage Sharing

Getting your prospects and clients to pass your content on to people they know is a more effective method of email lead generation than hunting for leads online yourself. To encourage this, at the end of your newsletters, free reports, and other emailed content, directly ask your reader to share the material. You can take this a step further by including social media buttons and “tweetable” quotes in your emails.

For more insights on effective email lead generation, contact Construction Monitor.

Using Easy Online Marketing Techniques To Generate More Construction Leads

online marketingMarketing your firm online lets you pull in construction leads you might never have found otherwise. With the right techniques and a well designed website, you can have qualified leads coming in daily.

Get Your Visitors Actively Engaged

The more you can get your website visitors to interact with your site, the better your chances of grabbing their contact details. Quizzes and tests are the perfect opportunity for this kind of interaction. By appealing to curiosity, they can draw in even the most distracted visitors.

Consider the questions and challenges your ideal clients are facing and create a quiz that helps them refine their knowledge, make decisions or spot opportunities. Focus on specific issues, such as “How well do you know Austin’s industrial real estate market?” or “Could you charge more for space in your office buildings?”

Your quiz should provide practical, useful information, but also funnel your leads further into a follow-up system, such as a series of emails on a related topic. Ask for an email either before your visitor starts the quiz or after they complete it.

Providing an online tool, such as a feasibility calculator accessible after signup, is another way to get your visitors engaged and willing to share their contact information.

Target Leads on Social Media

Instead of waiting for construction leads to come to you, track them down yourself on social media. Use tools such as Mention, Social Mention, and Twitonomy to find conversations on topics related to your firm’s specialties, then join in the discussion and approach individuals directly.

That doesn’t mean coming on strong with sales talk, though. If you spot someone in your target market, it’s enough to offer to send them one of your lead magnets, such a free white paper or other genuinely useful information with no strings attached. This puts your firm on their radar, positions you as helpful and approachable, and can open the way to talking about any projects they have in mind.

5 Reasons To Use Lead Magnets

lead magent

When visitors land on your website, they’re not always ready to start a conversation immediately. Lead magnets help you grab your visitors’ contact information before they click away so you can continue building a relationship. Here are some tips to keep your readership reading.

Convince the undecided

When someone is in the information-gathering stage of planning a construction project, blog posts aren’t always enough to convince them to call or even fire off an email. An effective lead magnet, however, offers highly valuable, hard-to-find benefits your visitors just can’t pass up. It gives them a solid reason to hand over their contact information when they wouldn’t have otherwise.

Attract the right people

A typical lead magnet is narrowly focused on a specific topic. It might be a white paper on investing in senior housing or a guide to remodeling a home for energy efficiency. Because it appeals directly to someone considering investing in a specific type of construction project, it helps qualify your leads before you even speak with them.

Demonstrate your expertise

Lead magnets let you dive into specific topics and show off your in-depth knowledge. Offering exclusive research you’ve conducted yourself, such as a case study based on one of your firm’s projects, establishes you as a thought-leader in the industry. It positions your firm as both trustworthy and high-value.

Start building relationships

Your prospects need more than just facts before they decide you’re the right construction firm for them. They also need to see your team as people they’ll enjoy working with. A lead magnet lets you show your human side and express your company values to start developing more personal relationships.

Prime your prospects for sales

Because they provide so much value, lead magnets hold your prospects’ attention for longer than most content. That gives you more time to build your prospects’ interest and lead them toward making the decision to work with you.

Done right, lead magnets not only let you capture potential clients who might otherwise pass by, but they also help you win your prospects’ trust for an easier sales process.