4 Ways to Drive Visitor Engagement through LinkedIn

drive engagement

If your ideal clients are business owners, whether real estate investors or retailers, you can find them on LinkedIn. While getting those business owners to engage with you takes some creativity, there are some simple techniques that are proven to evoke a response.

  1. Share links – A status update doesn’t give you much space to add value, but by linking to another resource, you can connect your followers with something that truly benefits them. LinkedIn users are nearly 50 percent more likely to engage with an update that contains a link. Linking to your website isn’t the only way to bring in new prospects. Just by regularly sharing quality links, you become a trusted source of useful information, which encourages your followers to contact you when they’re planning a new project.
  2. Ask questions – Questions give your followers a quick and simple way to interact with you, so they easily garner more comments. To prompt more replies, formulate thoughtful questions on topics your target clients have definite opinions on. As an added benefit, smart questions and polls help you learn what your target clients are looking for.
  3. Post images and video – Images and videos get between 75 to nearly 100 percent more likes, comments, and shares than text-only updates. Photos and videos of your projects tempt your followers to your website to see more. A short video of you answering a common question or alerting your visitors to a new trend can also work well. These give you a chance to pitch your services and invite viewers to get in touch.
  4. Build showcase pages – LinkedIn’s showcase page feature lets you highlight your company’s specialties beyond your main profile, helping you better target separate market segments. If you offer both multifamily housing construction and home renovation services, you can create a showcase page for each client base. Because LinkedIn members can follow these pages individually, you’ll be able to post interest-tailored updates that spark more reactions than the general updates on your main profile.

Should Instagram Be Part of Your Marketing Strategy?

social mediaIf you don’t spend much time on Instagram, it’s easy to assume people who do are just there for the fitness models and tropical beaches. In reality, Instagram is a place people turn for inspiration on just about anything, including their future home design, remodeling projects, and even real estate investment projects.

Reach Current and Future Home Owners

As with any marketing channel, whether or not Instagram makes sense for you depends on your target market. Instagram’s demographic skews young, so it’s a good bet if you’re targeting first-time home builders or those renovating fixer-upper starter homes. Given the popularity of hashtags such as #homeinspo, it’s clear any type of home improvement service will find an audience.

On the other hand, if your target market is primarily interested in commercial and industrial building projects, such as warehouses, office complexes or retail shopping centers, Instagram probably isn’t the best place to connect with future clients.

Ultimately, deciding whether or not the platform can benefit you requires a little market research. Spend some time on Instagram browsing popular hashtags related to your specialty, such as #homerenovation, #luxuryhomes or #kitchendesign, to see if your potential clients are active there.

Market More Efficiently

Some social media platforms quickly turn into a time sink because they require several posts a day and lots of audience engagement to bring you any results. Instagram, however, is an ideal platform if you’re pressed for time. Just one or two posts a day is enough, and even less often than that can work well, too. Consistency is more important than frequency.

If you’re regularly taking good quality photos of your finished and on-going projects, your workers on the job, and day-to-day happenings at your office, you already have material to post. Write a descriptive caption, add some relevant hashtags, and you’re done. You can then work on getting your name in front of potential clients by liking, commenting, and following in your spare time. 

Why Search Engines Are Gaining Ground Over Social Media for Driving Traffic (and How You Can Benefit)

search engine marketingSocial media has been getting a lot of attention in recent years, but as the social space becomes increasingly crowded, search engines are regaining their importance. Invest a little time in optimizing your website for search and you might be surprised how quickly you can outmaneuver less savvy construction companies online.

Why Search Engines Still Matter

Far from an outdated marketing channel, search engines are a rich source of hidden opportunities. By over-focusing on social media, many companies have neglected search engine optimization (SEO) and let their rankings slip. That leaves the door open for those willing to go after lucrative search terms.

Search engine optimization also makes it easier to target your ideal construction clients. When someone’s looking for a construction company specializing in urgent care clinics, they won’t browse social media, but instead will go to the search engines to find exactly what they want.

Simple practicality is another factor. The never-ending need for fresh content means social media can be a real time sink for a business. While SEO might take several months to produce results, maintaining those results requires relatively little time and effort.

The Benefits of SEO

To take advantage of the search engines’ recovering popularity, first make sure your website looks good and works correctly on mobile. This is especially important if you target property developers, real estate investors, and other busy professionals who search on the go.

Consider your would-be clients’ most frequently asked questions and create content that provides authoritative, in-depth answers. Content like this attracts backlinks and shares that help you gain higher rankings and has the staying power it takes to hold those rankings for the long term.

To really get your site up to speed on modern trends, optimize your content for voice search. Use questions phrases such as “What is…” or “How does…” and answer the questions concisely. Make your location clear by including the name of your town, neighborhood, street, and popular landmarks.

3 Tips For Finding Leads Online In Unusual Places

online leadsEven if your favorite sources of construction leads are keeping you busy for now, it never hurts to have more tricks up your sleeve for finding leads online. Look in the less obvious places and you might find they give you some of your best clients yet.

  1. Work with strategic partners – Cross-marketing with non-competing businesses and organizations that work with the same market as you puts you in touch with new leads while also strengthening your network. Potential partners include materials suppliers, architects, and tradespeople such as roofers and carpenters. Even non-profits can help bring you leads. If you specialize in eco-friendly home remodeling, you might partner with a non-profit that focuses on health or environmental issues. Cooperating can be as simple as exchanging ads in each other’s email newsletters or social media posts or guest blogging for each other’s blogs.
  2. Offer your guidance – Forums, blogs, and social media accounts where your target market spends their time are all opportunities for finding leads online. People come to these sites for guidance when they’re planning a new project or have a problem with an on-going project. By browsing for questions related to your services and taking a moment to reply, you’ll get your firm’s name on the radar not just of that poster but also of anyone else who happens by looking for answers.
  3. Put it on video – Youtube remains one of the largest search engines in the world, yet it’s easy to overlook as a source of leads. Posting videos of your completed projects might help turn interested prospects into clients, but it won’t necessarily bring in new leads. To reach people who haven’t heard of you yet, focus on providing information that will help your ideal clients get their projects started. For example, if you offer remodeling services, create videos on simple DIY remodeling projects. A DIY-enthusiast homeowner might put in new kitchen cabinets themselves, but hire you to remodel their bathroom.

 

3 Ways To Incorporate Influencer Content Into Your Content Marketing Strategy

influencer marketingWhen you hire a social media influencer to create content for your construction firm, you’re getting a marketing asset that’s made to be re-purposed. Strategically using influencer content in your own content marketing ensures you get as much value as possible out of your investment.

Share it on Social Media

Instead of just sharing your new content as-is, add your own individual touch to further your personal connection with your audience.

If you post influencer-made photos to your Facebook, Instagram, and Twitter accounts, write unique captions for each post. Later, incorporate the most popular photos into a collage or use them as part of a video. If the influencer has written a blog post or review around your services, pull some quotes and post them with your own comments.

Then pay attention to your audience’s reaction. High-quality content that garners an exceptional amount likes, comments, and shares might be worth promoting though paid social media ads.

Send it to Your Email List

Because your email list readers are some of your most dedicated fans, email is the ideal place to go into more depth on the topics your new influencer content covers. For instance, you might talk about how the content ties into your firm’s current projects or future plans.

Using influencer content to spark discussion can bring you valuable feedback from your list. Ask your readers if they agree or disagree with the influencer’s opinions or if they feel the infuencer missed any important points.

Feature it on Your Website

Photos and quotes from an influencer make easy jumping-off points for blog posts and website pages. You can provide more detail on the services the influencer talks about, expand on their thoughts about your segment of the construction industry or just respond to their opinion of your firm.

For example, if an influencer mentions your kitchen remodeling skills, use that quote as the basis for a post highlighting some of the kitchens in your portfolio.

 

3 Secrets To Boost Social Media Click-through Rates

social mediaSocial media moves fast and if your posts aren’t up to par, chances are they’ll do little to bring potential clients to your site. With a few simple changes to the way to create your posts, you can greatly improve your social media click-through rates.

Give Them a Reason to Click

For high social media click-through rates, keep your social media content closely connected to your website. Publish informative blog posts, videos and other content on your site, then draw on these for your social media posts. You might write up a blog post offering 10 tips for meeting green building standards affordably, then choose one tip to post on social media. If you have professional architectural photos taken of a project, create an online tour and choose one of the photos for your social media.

Get Visual

It’s not just Instagram and Pinterest where images are essential. No matter what platform you’re on, photos and graphics grab attention and often do more to pique interest than a short post can. Your would-be clients are more likely to click through when they see something in an image that intrigues them.

Try photos of completed projects, work in progress, before-and-after shots, and photos of your team working or just hanging out. Your pictures don’t always have to look like the work of a pro photographer, but they should be clear and sized correctly for the platform. Infographics and data visualization also help guide your followers to the content on your site.

Invite Interaction

Social media sites are so easy to scan through quickly that sometimes only a specific call to action can pull readers out of their browsing trance and onto your website. When you want readers to click through, tell them. If you post a fact from your whitepaper on residential modular construction, follow up with “Drop by our site to download the full whitepaper.” For a photo of your work in progress, try a simple “Come see more of our latest project.”

 

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.

 

3 Quick Tips To Help Generate Leads From Facebook

online leadsFacebook’s popularity with a broad demographic makes it one of the richest sources of social media leads out there. With just a few small improvements to the way you use this platform, you can bring in more qualified construction leads with less effort.

Three good tips

Here are three tips to help generate leads.

  1. Offer a freebie – The chances of someone calling you to schedule a consultation based on a Facebook post are slim, but social media is still an ideal place to start building relationships. To capture your fans’ email addresses, offer a free information product such as a checklist, resource list or white paper. Design your free offer with the goal of solving a specific problem for a specific type of client, such as commercial real estate investors or housing developers interested in environmental sustainability.
  2. Invest in ads – Facebook ads let you target precisely the audience you want based on demographics, interests, and behavior. If you want social media leads who enjoy sailing, have young children, and frequently organize events, you can find them. Instead of using one general ad, create multiple ads tailored to each type of client. Your prospects are more likely to respond to something that speaks directly to their needs. Invite them to take a specific action, such as downloading your free white paper or contacting you for a strategy session.
  3. Engage with your audience – Making a genuine effort to interact with your Facebook fans helps build a connection that encourages them to contact you when they’re ready to do business. Instead of bombarding your audience with promotional posts, create posts that offer real value. Keep your fans up to date on industry news, introduce them to new construction trends, offer insider tips, and direct them to useful tools. Ask open-ended questions about their challenges, goals and opinions, and invite conversation. When someone does reply, take the time to acknowledge them.

Whether you decide to start with ads or just more conversations, learning what works on Facebook is one of the most effective things you can do to bring in more social media leads.

Referral Marketing In An Online World

online referral marketingEncouraging referrals is one of the most effective ways to create a steady stream of construction leads and this approach isn’t limited to in-person exchanges. Strategic referral marketing online can bring you more leads with less effort.

Take Your Rewards Program Online

When a satisfied client directs a lead to your website, that lead may still be collecting information and exploring their options. By the time they’re ready to do business, chances are high they’ll forget to mention who sent them and the referrer loses out, discouraging further referrals.

To prevent that situation, use software that lets you give anyone who might send you business a personal referral link to your website. This lets you track signups and downloads by referrer. Another option is to provide a personal code they can pass along that will let the lead access valuable downloads on your site.

Engage in Social Listening

Tuning in to what’s being said about your firm on social media makes it easy to spot fans who would be happy to send leads your way. With a tool such as Google Alerts, Social Mention or Hootsuite, you can quickly track down any social media mentions of your firm’s name or projects you’ve worked on. When you find someone talking positively about your work, reach out to let them know you appreciate referrals and invite them to take part in your incentive program.

Maintain Top-of-Mind Awareness

Part of successful referral marketing online is making sure your firm is the first one your former clients think of when someone they know needs construction work done. Maintaining that level of awareness takes regular contact beyond follow-up phone calls and post cards. Online content lets you keep in touch consistently yet unobtrusively.

Use your blog and newsletter to publish genuinely useful information that keeps your clients coming back. Periodically offer handy tips sheets, templates, and other resources. When you can, create detailed white papers you can pass along to former clients, and they can forward to their network.

For more tips on effective referral marketing online, contact us at Construction Monitor

 

Lead Generation In The Construction Business: A Checklist

lead generation checklistWith so many ways to bring in potential clients, lead generation in the construction business can get confusing. Using a checklist will help you stay organized so you can get the most out of your lead generation efforts.

Define your cold-calling strategy – When you approach with a plan, cold calling can bring in leads fast. Refine your call scripts, set a call schedule, and decide how you’ll follow up.

Create a referral systemEncouraging word-of-mouth is one of the most effective ways to bring in warm, qualified leads. Design simple forms that make it easy for your current and former clients to pass along the contact details of anyone they know who’s in the market for construction services.

Expand your reach with direct mail – Reach more prospects faster by sending postcards to a targeted mailing list. Develop an offer with a clear benefit, such as a free strategy session to help your prospect work through a specific problem.

Set up social accountsSocial media is invaluable for lead generation in the construction business today. For the best results, focus on two or three social media platforms where you can get to know people in your target market personally.

Plan your online content – Useful online content acts as a magnet for potential clients. To stay organized, plan out your topics, formats, and publication schedule for your blog and social media accounts. This should include the lead generation incentives you offer in exchange for a phone number or email address.

Optimize your website – Your website should be designed to lead visitors from the first page they land on all the way through to handing over their contact information. Include compelling calls to action, statements that direct your visitor to contact you or take another specific action.

Nurture your leads – To turn a prospect into a client, you need time to build trust and rapport. Have a plan for following up with prospects through calls, emails, and mailings.

To learn more about effective lead generation in the construction business, contact Construction Monitor.