By now you may have heard that the best way to generate positive ROI for your construction company is to do content marketing. Publishing content is the hottest of all construction company website trends.
Houston, we have a problem.
But your content strategies only will work if your content is found. And content that is found only generates ROI if visitors convert to leads. If neither of these two processes are working, you have a problem.
If your content is not producing results, don't worry, here are 6 of the most common reasons why, and how to fix those issues.
1) You’re Not Tracking ROI
This is the number one issue. Here’s what happens: Someone says, “You need to do content marketing on your website (AKA: Blogging, et al).” So you start publishing, but since no one is tracking metrics, who knows if the content is doing anything, aside from taking up someone’s time to write it.
The Fix: Use Metrics
At the very least, you need to track visitors to your pages using Google Analytics. First, you need to establish a baseline. If you don’t have an account, create one, then once the Google-bot crawls your website, make note of your monthly visitors.
If your blog is on a subdomain (blog.mywebsite.com), you’ll need to add that subdomain to GA. Tracking visitor traffic monthly is enough. What you want to see is a steady upward tick on GA’s waterfall graph. If your graph is flat, you have a problem.
2) You have Low Search Traffic
Now that you’re tracking, you can see what’s happening (or not happening).
There are two main reasons for low traffic:
- You’re not publishing enough.
- You’re not targeting the right audience.
Millions of blogs are published that will never be found and thus never be read. Publishing content alone is not enough.
Publishing the right content and applying basic SEO practices will get your content found and read.
The Fix: Research Personas and Keywords
- Personas. A persona is a semi-fictional representation of your best potential customer—the one you really would like to snag. Everything you publish on your website’s site pages, blog pages, and all social media channels need to be aimed at your persona. Your goal is to intersect buyers as they are searching for your content.
- Keywords. Real people type in real search phrases into the Google search field. Your content needs to contain these keywords. How do you know what people are searching for? Your intuition, knowledge of your customers, and a good keyword tool will supply the SEO juice to get your blogs found through organic searches.
3) The Only Content You’re Publishing is Your Blog
That’s good, but not enough. Your blog is the most important piece of content you can publish on your website, but to develop ROI, you should consider other content: e-books, white papers, downloadable case studies, pricing guides, webinars, etc.
With the Internet, “one size fits all” does not work. Different people will be attracted to different kinds of content, and they'll be attracted at different stages of their buyer's journey.
The Fix: Add Content or Repurpose What You Have
Creating new content is both expensive and time-consuming. Do you have any case studies you can repurpose into a downloadable package? A case study is different from a testimonial: You interview your client and you write the content, pumping their success through your efforts.
If you’ve already written a series of blog articles, consider repurposing them into an e-book. You’ll want to add more visuals, and update or modify the content. An e-book is not SEO content, so you can have duplicate content in an e-book and not invoke Google’s duplicate content penalty.
4) You Only Offer Promotional Content
A massive mistake. Consumers are totally burnt out from self-promotional content. They’re even more worn out from interrupt advertising that pushes brands and products out at them. They'll mute their T.V.s, trash emails, and toss out unopened junk mail.
Your content is not the place to push your company’s products or capabilities.
The Fix: Produce Educational Content that Solves
Every piece of content should intersect your buyer at their place of pain. They are performing Google searches to find solutions, not to find promotions.
Every piece of content should answer or solve for some question.
- For example: A buyer heads to the Internet because he or she wants to know how concrete can be poured and can successfully cure in the winter.
- You write a blog entitled, “5 Things to Know about Pouring Concrete in Winter.”
- Your buyer searches and finds your content.
- Because that article was located on your company website, you become the superhero. When they’re ready to call, who are they more likely to call? You, or your competitor who hasn’t updated their website in 10 years, and is publishing nothing?
5) You Have No Conversion Paths
Everything above accomplishes step 1 of 2 of Inbound marketing: Getting visitors to your website. But what good is it if you get visitors to your website, reading your content, but you offer no way for them to become leads? So they merrily read your content and off they go, with the exception of a small percentage of decision stage leads who would have contacted you anyway.
The Fix: Add CTAs and Landing Pages to Your Website
In the graphic below, you can see the three main stages of the funnel and the types of premium content that buyers relate to at each stage.
Premium content is high-level content such as a white paper or e-book; it's not a blog article, website page, or social media post.
A call-to-action (CTA) is a button or graphic that you place on a page. When the visitor clicks on the CTA, they’re taken to a landing page where they’ll need to trade some contact information on a form in order to get their premium content. When they fill out the form, you have a lead, a conversion.
The ROI you get from the content you publish is related to cost per lead (CPL), that is, the cost of placing content on your website vs the lifetime value of a customer (LTV). Because any sale in the construction industry usually a big ticket sale, the marketing ROI for your construction company normally is huge.
One good blog article, that’s got a good conversion path, can deliver many leads over time since that one article can have hundreds or thousands of readers over its relevant life.
Key take-a-ways from this article:
- Publishing content on your website is the very best way and most cost-effective way to generate leads.
- To get found, content must be optimized.
- To convert visitors into leads, your content must have a conversion path consisting of a CTA, landing page, and premium content offer.
- The golden rule is creating content: Always consider your audience as you’re creating content, finding solutions for them.
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