Analyzing Website Metrics Can Give You an Advantage

analyzing website metricsWith all the work you put into creating and promoting your website content, it only makes sense to keep tabs on how effective that content is. By analyzing your website metrics, you’ll learn exactly how well your site is connecting with your ideal construction prospects.

Why Website Metrics Matter

Your website analytics tell you how your audience is reacting to the content you give them so you can see whether or not you’re on track toward bringing in more clients. If you thought your target audience of real estate investors wanted to read about multi-family housing, but your analytics data show they’re more interested in your articles on commercial office buildings, you can adjust your content strategy accordingly.

Analytics help guide your promotion efforts, too. Maybe you think your hours of interacting on Facebook should be paying off, but the data tell you most of your prospects are coming from Instagram. With that information, you’ll know to shift your efforts.

Metrics to Watch

Focusing on the most informative website metrics helps you optimize your research time.

  • Traffic – This is the raw number of visitors to your site. Watching this number tells you how fast your audience is growing. It helps you spot spikes and dips caused by changes in your content or promotion strategy.
  • Traffic sources – Data on where your visitors are coming from show you how effectively your chosen promotion methods are working.
  • Top pages – Stats on which of your pages get the most visitors tell you what your readers are coming to your site for. If your blog post offering eco-friendly home renovation tips is popular, it’s worth expanding on that topic with more in-depth posts.
  • Conversion rate – This is the percentage of people who took a specific action on a page, such as signing up for your mailing list, downloading a free guide or filling out a contact form. It shows you how effective each page is at bringing you leads.

 

5 Blogging Inspiration Ideas

blog ideasNo matter how enthusiastically you started your construction blog, chances are after a few months you’ll find it harder to come up with fresh blogging ideas. When you need inspiration, here are a few ways to find it.

  1. Check out your competition – Browsing your competitors’ blogs and websites is one of the quickest ways to get ideas. While you might not want to cover the exact same topics, seeing what others in your field are writing about can spark ideas. Even if you do, your take on each topic will be unique to you. The blogs of your partners, such as materials suppliers and subcontractors, can also provide inspiration.
  2. Search social media – The questions your target clients ask on social media are a rich source of blogging ideas. To find them, search your favorite platforms by hashtag and keyword. Pay attention to the “trending” sections of your social media accounts, too. These are often tailored towards your interests.
  3. Review the trends – Services such as Google Trends and BuzzSumo can help you zero in on what people are talking about online. Most topics won’t be directly connected to the construction market, but with a little creativity, you might find an angle that to relates your audience’s needs.
  4. Ask your audience – If you have an email list, send out an email asking your readers to name the one topic they’d most like to read more about. On your website, run a poll listing five or six topics to vote on. When you have a few minutes to talk with a client, ask if there’s anything they’ve been wanting to learn more about.
  5. Mine your workday – Stay alert for inspiration in the things you encounter throughout your day. It could come from a product sample you received, a comment from a colleague or even a concern you’re having about an on-going project. Use a notebook or phone app to jot down any blog post ideas you have to create an idea bank to draw from later.

 

3 Common Marketing Pitfalls And How To Avoid Them

No mattavoiding pitfallser how much experience you have running a successful construction firm, it’s still possible to develop a few blind spots in your outlook on marketing. Just becoming aware of the common marketing pitfalls out there can help you avoid the losses they can cause.

Not diversifying with care – When you find a lead generation method that works for you, it can be tempting to focus most of your resources there. Ultimately, though, each method reaches only a limited segment of your market. Conversely, trying to be everywhere at once can mean your efforts are spread so thin they hardly have an impact. The solution is to research what works in your segment of the construction industry and try one or two approaches at a time. Work on mastering the methods that show promise, but also keep looking for new methods that might be worth trying.

Not tracking results – Unless you know how your prospects are finding you, you can never be sure which of your marketing techniques are working and which aren’t. For every lead generation campaign you run, build in a tracking method. Use a program such as Google Analytics or Piwik for your website. Include QR codes in your print ads and key codes in your direct response mailings. For each major ad campaign, use a unique toll-free number.

Not encouraging repeat clients – If your effort to attract new leads comes at the expense of your relationships with existing clients, you’re most likely losing profit overall. Take some time out of making cold calls and bidding on every new project that comes along, and invest it in building strong relationships with your existing clients. Make sure you’re the first firm they think of when they’re ready to start another project. Position yourself as a helpful expert they can turn to for advice on any topic that falls within your specialty. Stay in touch by periodically passing along useful information and offering to make valuable personal introductions when you can.

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.

How To Create A Winning Social Media Marketing Plan

social media marketing planThe role of social media in the construction industry has grown to a degree that’s impossible to ignore. Learn to use this marketing opportunity to your advantage so you can reach high-value clients before your competitors do.

Set Your Goals

Setting specific goals helps you see when your marketing efforts are working and when you need to make adjustments. Keep your overall business goals in mind. Measure real business outcomes such as leads, referrals, and new business relationships, rather than “likes” and shares. Shares help increase awareness, but don’t always translate to new clients.

Gather Inspiration

While there’s no one right way to do social media in the construction industry, some companies are more successful at it than others. To avoid having to reinvent the wheel, spend some time browsing the accounts of your competitors and related businesses before you decide on your approach.

Look at the types of content they share and note what seems to garner the most engagement. Pay attention to which platforms have the most responsive audiences. Rather than copy their approach, though, take what works and adapt it to your company’s own unique selling points and target clients.

Create a Roadmap

Once you have an idea of what to do with your accounts, develop a plan you can refer to when posting. A clear plan will save you time and help you maintain your consistency. Choose two or three platforms and define:

  • The audiences you’re targeting.
  • The types of content you’ll post for each audience.
  • How often you’ll post.

Tailor your content and posting schedule to each platform. What works on Facebook doesn’t necessarily work on Instagram.

Also consider how you’ll source your content. Decide where you’ll get your images, who’ll create your videos, and which magazines, websites and other social media accounts you’ll follow for news and ideas to share with your audience.

With the use of social media in the construction industry growing steadily, the better you can define your approach to these platforms the more effectively you can stay ahead of your competition.

 

Why Relationship Building Should be the Cornerstone of Your Marketing Plan

By doing business with you, your construction clients place a lot of faith in your abilities and your personal integrity. Building strong, long-term relationships creates the kind of trust that will win you clients and referrals. Good rapport is also part of how remodelers work with difficult clients.

The Friendship Factor

Relationship marketing is based on the idea that your prospects and current clients need continuous personal attention, just like your genuine friends do. With so many construction firms just a click away, a prospect won’t choose you just because they found your name.

To see you as the clear choice, your prospects need to trust both your skills and integrity, and like you as a person. That kind of trust and respect is only possible when you’ve spent time getting to know your prospect. What’s more, when you have a real relationship, you can’t be easily replaced, which allows you to set more profitable prices.

Relationship marketing humanizes your firm, which plays a role in how remodelers work with difficult clients. Even if a client is demanding, indecisive or impatient, it’s easier to get them to cooperate if they already know and like you. This way you’ll be able to win and retain business from clients no other firm can handle.

More Referrals and Opportunities

Maintaining relationships with your current and past clients brings in more referrals. When a client refers business to you, they’re putting their own reputation on the line. No professional will do that unless they know they can trust you 100 percent. Developing that level of trust takes an on-going effort.

Strong relationships can also open up profitable business opportunities, such as partnerships and joint ventures, as well as favorable rates on materials or subcontracted work. A client who’s familiar with how you work and sees you as a friend will be far more likely to take the initiative in setting up mutually beneficial arrangements like these.

To learn more about relationship marketing and how remodelers work with difficult clients, contact Construction Monitor.