5 Tips for Creating a Stellar Ebook

ebookAn ebook is the classic lead generation tool for a good reason. It motivates your audience to share their contact information and gives you space to show off your expertise. Plan your ebook well and you can create an asset that keeps bringing you construction leads for years.

  1. Define your topic clearly – A narrowly defined topic makes it easier to offer a concrete benefit and cover your topic in depth, which makes your ebook more attractive and valuable to your audience. If you’re targeting commercial real estate developers, “Five Features Commercial Tenants Love” will appeal to them more than “The Basics of Green Construction.”
  2. Catch them early – People in the early “awareness” or “interest” stages of your sales funnel are the most likely to be influenced by your ebook, so keep that in mind when you choose your topic. If you offer home remodeling services, consider creating an ebook about prioritizing home upgrades.
  3. Balance educating and selling – Teaching your readers helps you hold their attention and earn their trust by showcasing your expertise. If you expect them to stay with you after they get the information they want, though, you’ll need to lead them forward. When you talk about the benefits of a construction feature, technique or material, make it clear your company can provide it. End your ebook with a call to action, such as an invitation to download a detailed case study or a video course.
  4. Keep your style simple – A simple, conversational writing style makes it easier for your readers to understand the often complex ideas involved in planning a construction project. It also shows your readers your approachable human side, which helps build rapport.
  5. Present it well – Good visual presentation encourages your prospects to actually download the ebook you’ve been talking up in your blog and social media posts. Create an attractive cover or hire a graphic designer for one. Give your ebook its own landing page with compelling copy and graphics that convey the key benefits.

3 Key Reasons to Use Ebooks in Your Marketing Efforts

ebook marketingThe complex, ever-changing technology of the construction industry can make it hard for your potential clients to decide which company is right for them. Ebooks help solve that problem by letting you demonstrate your expertise in a way that guides your readers toward choosing your company.

  1. Build credibility – Because the typical ebook focuses on a single, narrow topic, it gives you a chance to include facts, data, and your own personal insight to show your potential clients you know what you’re talking about. You’ll also have space to highlight client success stories. If you specialize in renovating retail spaces, you might write an ebook that helps first-time specialty store owners understand ADA accessibility guidelines and the options your company can offer for meeting them.
  2. Reach a wider audience – Offering your ebook in exchange for an email address is a good way to bring in new leads, but it’s not the only way. If your ebook solves a common problem or covers a current hot topic, chances are your prospects will pass it on to their friends and colleagues. You’ll reach potential clients who might never have known about you otherwise. To get even more eyes on your ebook, email complementary blogs and let them know you have something that could benefit their audience.
  3. Educate your prospects – When a would-be client isn’t sure exactly what they need, they’re liable to pass your company by even if you’re a perfect fit. They might know they need a new pediatrics center, but have no idea how to start working with a construction firm to plan one. With an ebook that helps potential clients in the early stages of planning, you set the foundation for a trusting relationship that will be hard for your competitors to match. Beyond just guiding prospects in the basics, your ebook can also show them how your company’s services are different and why that matters. If your pediatrics centers feature unusual, child-friendly architecture, your prospects should know.

 

Setting Up A Sales Funnel for Construction Lead Conversion

sales funnelConstruction lead conversion is a gradual process that involves building trust and providing guidance. There’s no quick-fix solution, but with a skillfully designed lead funnel, you’ll be able to turn leads into clients almost on autopilot.

Reach Out to Your Audience

To guide new leads into your funnel, consider what those in your target market hope to get from you early on. Are they searching for tips on ecologically sustainable office building construction? Do they want guidance on aging-in-place home remodeling? Keep your target audience’s goals in mind when you create content for your social media accounts and blog, provide material to attract referrals from past clients, and when you create your cold call scripts.

Capture Their Contact Info

The next step in your sales funnel turns information seekers into warm leads by bringing you their contact information. Some will contact you on their own, but you’ll get better results by offering an incentive. It could be an ebook, white paper, video series, webinar or any other premium content that gives your visitors valuable information in exchange for their email address or phone number.

With each incentive you offer, focus on solving a common, concrete problem for a specific audience. For instance, if you work with luxury hotel developers, you might tempt them in with data on trends in sought-after hotel amenities.

Along with getting contact information, your incentive should “pre-sell” your prospect. Let them know who your services are best suited for and exactly how your expertise benefits your clients.

Build a Relationship

Because construction lead conversion can take months, your funnel should include a way to stay in touch with prospects while they research and plan their projects. An email newsletter is one of the most efficient ways to do this. A simple, twice monthly newsletter keeps you at the forefront of your prospects’ minds. It also lets you showcase your services and success stories to encourage your prospects to choose your firm when they’re ready to start work.

 

Using Premium Content To Capture Email Addresses

premium contentHelpful blog posts may attract prospects to your website, but they’re not always enough to convince those prospects to contact you. By offering premium content downloads in exchange for an email address, you can generate leads while also showing off your expertise.

Offer Unmistakable Value

Premium content, by definition, should provide even greater value than the standard content on your site. Create your premium downloads with the aim of helping your target prospects solve problems and accomplish goals related to their construction projects. Every premium download should offer a specific, clearly defined benefit.

Another way to create premium content is to provide information and insights your prospects can’t find anywhere else. One of the best ways to do this is by conducting your own research and adding your personal, experience-based observations. Conduct a case study, develop a white paper, take a survey or offer your take on an emerging trend.

Once you have a collection of downloads, build a library of content and offer full access in exchange for an email address. For even more targeted leads, build separate download libraries focused on the needs of each of your buyer personas.

Spotlight Your Premium Offers

On your website, offer free samples of your premium content downloads with the rest accessible only after your visitor provides an email address. For each sample, create a call to action that’s directly related to the download’s content. Tell the reader exactly what benefits they’ll receive.

At the end of blog posts that tie in with your premium content, place an email opt-in box that offers the option of downloading related premium content. If you have a particularly valuable download, create a dedicated landing page that promotes the benefits in detail.

Whenever you publish new premium content, send out a notice to your email list and your social media followers. Offer your downloads to relevant groups on Facebook and LinkedIn. Don’t hard sell, just put the word out that you have a resource they might find useful.

For more ideas on using premium content downloads to generate leads, contact Construction Monitor.