The way to beat your competition is not to understand your competitors better but to understand your leads better. Construction industry trends that capture leads and produce positive marketing ROI center around changes in buyers’ shopping habits. If you overly promote, badger, or try to push your prospects they’ll run the other way.
I’m a fan of YouTube. Aside from YouTube being a great (and free) marketing platform, I find YouTube rewarding and a lot of fun. (That’s why it’s a great marketing platform; it attracts people and lots of them.)
But here's something bad: Lately, more and more people are trying to monetize their YouTube content. Ever click on a link to a cool video and have to suffer through a commercial first? I treat those videos like I do T.V. I mute the sound or click on some other channel to go directly to the content I want.
Here’s a hint: If you’re uploading videos to YouTube, don’t monetize them. Here’s the tutorial on that. For that matter, don't monitize anything.
If you want to capture more leads you’ll need to attract them using proven inbound marketing methodology. The outmoded tactics of traditional or outbound marketing are worn out and dead.
Here are 5 construction industry trends for your marketing that will help you attract leads rather than annoy them:
1) The Internet
There is no other medium that has the capability to achieve all you could ever imagine. The Internet is where the people are. Connecting with your audience is the most basic of tenets of marketing. All profitable construction industry trends leverage the power of the Internet in some way.
- Is free.
- Is the place where 61% of global Internet users research products online.
- Google: Sees 1 trillion Internet searches per year.
- SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate (Search Engine Journal).
- Affordable: Inbound Leads Cost 61% Less Than Outbound.
Before beginning to write this article I performed some Internet searches to see what others had written. Surprisingly, some of my articles showed up in my search results. One article ranked fourth in a Google search and another ranked third using BING. We never publish anything without first optimizing it.
Good SEO practices—using keywords correctly—and a host of other practices, are worth their weight in the quality leads who will find your content. The most prevalent reason an otherwise good website cannot be found in search results is that its pages were never correctly optimized.
You know all that money you’ve been spending on traditional (outbound) marketing? Now it’s time to invest in content. A blog can and should be your most valuable marketing investment. It’s where the “61%” statistic above really pays off.
A good blog:
- Educates and informs. It does not overly promote. It’s not about you.
- Feeds your audience the content they’re searching for.
- Is not too long but is long enough.
- Is full optimized.
4) Be Social
About one third of our organic traffic comes from social networks. Nearly 100% of our “just published” blog traffic comes from email subscribers, RSS subscribers, and from visitors who followed a link from a social network. Have a blog? Promote it on social media and grow your audience.
Social is where all the buzz is it. Our blog article, “5 Social Media Marketing Trends for Construction Companies,” ranked #1 in traffic every quarter of last year.
YouTube (owned by Google) is now the second largest search engine. There is a reason for that. The reason is people like to digest content visually. Check out this infographic from Mushroom Networks. It’s a little ironic: A (visual) infographic sharing about YouTube, also a visual medium.
5) Be Engaging
Recently, I went online to purchase a new appliance for our home. I first went to one of the big box store’s website. I quickly found the item I wanted and called the 1-800 installation number. While the front-line representative was very polite on the phone, all attempts to connect me with someone who really could help failed. I tried the department’s direct number two more times without success. I bought the product elsewhere.
You get the idea. If someone engages you—meaning they filled out a contact form, clicked on a call-to-action on your website, or called you, they’re engaging you.
I’m talking about sales. If your sales department is not on it, all the marketing in the world is not going to help you. Here are some do-dos:
- Use Hubspot workflows to send a personalized email within 3-5 minutes of a contact’s interaction on our website.
- Respond to direct emails on weekends and holidays.
- Give out your cell phone numbers (we do).
- Engage your Twitter audience personally. If you’re just posting on social media you’re missing half the opportunity.
- Be an active listener before trying to sell.
- Selling is about helping. If you can focus on the question, “how can I better help?” you’ll sell more. If you focus on selling and not helping, you’ll sell less. Here’s a good article from Forbes.