3 Ways Construction Companies Can Attract More Leads Through Video Content

video marketingVideo content holds attention, conveys information quickly, and is highly sharable, but it’s often overlooked as a tool for bringing in construction leads. Used skillfully, though, your videos can attract leads in several ways.

  1. Gate your videos – Value-packed videos can give your website visitors an incentive to hand over their contact information. Choose one of your target prospects’ most pressing problems and produce a series of videos that help them avoid or solve that problem. If you offer remodeling services, you might create videos with practical tips on avoiding cost overruns and missed deadlines during a home remodeling project. Then make the series accessible in exchange for an email address.
  2. Include videos in your emailsEmail newsletters that include videos have been shown to get higher clickthrough rate. That means more readers coming back to your website where you can lead them towards contacting you. A 60- to 90-second video is enough to do the job. If you’re telling your readers about a service, create a short video showing the real-life results of that services or interview a satisfied client. If you’re announcing the completion of a new office building project, take your readers on a quick video tour. Make sure the thumbnail you embed in your email displays a play button and runtime so your readers realize you’re offering a video and that it’s quick to watch. Use the word “video” in your email title to grab your readers’ attention.
  3. Invite your viewers to connect – Posting your video content on Youtube, Vimeo, and other sharing sites puts you in contact with a wider audience. Unless you motivate your viewers to get in touch with you, though, chances are they’ll just move on to the next video. To turn your viewers into leads, include a call to action in every video and give people an easy way to find your website. Consider using an app that lets you embed a Facebook “share” icon and an email opt-in form right into your video.

 

4 Ways To Reuse Existing Content To Generate Leads

repurpose contentCreating useful content on a topic as technical and specialized as construction takes a lot of effort, but it doesn’t have to be an unending slog. When you reuse existing content, you get more value from your work and more ways to reach new leads.

  1. Put it on video – Video helps you reach potential clients who’d rather sit back and listen than read through your website. Instead of creating new content for your videos, base them on the blog posts and articles you already have. End each one with a call to action that encourages viewers to get in touch. Then share your videos on sites such as YouTube, Vimeo, Facebook, and Instagram to reach leads who haven’t found your website yet.
  2. Develop a mini-course – A blog post series covering a complex topic can be overwhelming and off-putting to some prospects. By breaking that information down into a three- or five-part minicourse delivered by email, you’ll have a better chance of getting through to them. You’ll also have a new lead magnet that encourages your visitors to hand over their contact information.
  3. Build guest posts – Having your content published on other construction industry blogs and sites is a time-efficient way to reach a new pool of potential leads. Think of a few topics you know well, contact blogs that cover those topics and ask if they’d be interested in a guest post. When you get a bite, reuse existing content by mixing and matching to put together a top-notch post fast.
  4. Create infographics – Few things are as shareable as infographics. An eye-catching infographic packed with useful, interesting data can extend your reach on social media and get your name in front of new potential leads. Choose a topic you’ve already written about and pull some related statistics, facts, and tips from your content. There are online services that let you make simple infographics, but a graphic designer can create images that better express your brand identity.

 

Using Technology To Find New Customers

mobile marketingWhile traditional lead generation methods still have value, your ability to generate construction leads online is increasingly important for maintaining a steady flow of new projects. Taking advantage of modern technology can bring you more leads faster.

Go Mobile

Particularly if you work on high-end construction jobs, your potential clients are likely to be busy professionals researching their next project on their phone or tablet. To reach these prospects, at the very least make sure your website looks good and works correctly on most mobile devices.

When your site is ready, look to methods such as opt-in text message campaigns and mobile display ads to connect with mobile users. Use QR codes to generate construction leads online from your print ads. By directing the reader to an opt-in list, you can capture an interested prospect who might otherwise have forgotten about you before they got home.

Create Useful Audio and Video Content

For your prospects who prefer to watch and listen rather than read, create videos that help them solve their problems and reach their goals. Even simple videos of you talking to the camera expand your reach to prospects who ignore blogs.

To keep things simple, discuss the same topics as you cover in your blog posts. For something more interactive, create videos on site to show your would-be clients how you work. Helpful, engaging videos not only establish you as an expert, but they also build rapport by letting your prospects see and hear you in action.

A weekly 20- to 30-minute podcast is another effective way to reach busy prospects. It helps you stay in touch with those who are in your target market, but not in immediate need of construction services. Just like your email list, a consistently published podcast lets you build a relationship with your prospects and educate them about what can do for them.

Get comfortable with technology and you’ll find you can generate construction leads online as easily as you can through the old methods you’ve been using.