Since old-school marketing is pretty much dead, I’ve been writing a lot about the importance of using a blog to help get leads for construction companies. Launching a blog that will attract leads is a critical first step to inbound marketing. But having “just” a blog is not enough; you also must have a conversion path to transform visitors into leads. But before is sketch out how to create a conversion path to get leads, let’s recap the core elements a lead-gen blog must have:
- Articles are not about you, not promotional, not “salsey.”
- Must address pain points / needs of your dream customer.
- Must be a quick read.
- Must utilize plenty of white space.
- At least one relevant image.
- Must use well-formatted text. Use bullet points and bold text for emphasis. Add links to other articles on the web or that you’re written.
- Must be optimized with correct keywords, meta tags, keyword in title, etc.
Capture Leads using a Conversion Path
Step 1) Use a CTA
Business blogging is the best platform for attracting organic traffic and engaging with your audience. However, the primary goal of your business blog should be to drive conversions. To achieve this goal, add calls-to-action (CTAs) to your posts.
A CTA is a link or a graphic image that links to a very specific page called a landing page. The purpose of your blog is to inform and educate. The purpose of a CTA is exactly the same—inform and educate, but at a higher level.
Let’s be real here: A percentage of people will find your blog, digest the 500-600 words of information in an article, and then leave without clicking on any other thing. In our experience (and we’ve measured and tracked, so we know), the smallest percentage simply show up and then leave. If your website is optimized for inbound, organic visitors will want to check out what else is on your website.
A relevant CTA will entice visitors to digest more of your content. Each blog post should have at least one CTA on it. Without a CTA, your only hope for a conversion is that someone will fill out a form. Bottom of the funnel visitors will fill out your form, but you’re only capturing a small percentage of leads if that’s all you have.
Here are 3 examples of how to use a CTA. All 3 CTAs link to a free download of the 2015 inbound marketing report we have. Although they are visibly different, they all do the same thing.
1. Anchor text CTA: Download our report!
3. Full graphic CTA:
Step 2) Create Landing Pages
The CTAs above all link to a landing page. A landing page describes a gated resource that you’re giving away.
Each landing page will contain a form that visitors must fill out to obtain whatever you’re offering. Once your visitor fills out the form, you have a lead. If your offer is compelling enough, visitors won’t mind trading a little information to obtain your offer. If they are really looking for solutions and you have those solutions, they will be glad to fill out your form.
Step 3) Create Premium Offers
At this point, you should be thinking “conversion.” To capture top of the funnel leads for construction companies requires top-of-the-line content. A landing page should clearly define your offer. Let’s take a look at premium offers.
While blogging is the place to start, blog content isn’t the only type of content you can be creating to be successful with inbound marketing. You need to produce longer-form content items like eBooks, whitepapers, case studies, pricing guides, that can be used for lead generation. Also consider creating non-text based content like how-to videos, webinars, and slideshows.
Getting leads for construction companies using inbound marketing can be as simple or complex as you want it to be. If you start simply, your conversion path with look something like this:
- You publish blog articles.
- A visitor Googles a keyword and the search results display the title of one of your articles.
- The visitor reads the article.
- The like it. Woohoo!
- The want to find out more, a deeper dive, so they click on a CTA.
- On the landing page, they find out more about your offer.
- The fill out your form.
- They obtain (download, etc.) your offer.
From this point, all of our leads automatically get entered into our Hubspot CMS. (Get the Hubspot CMS for free, plus get a free marketing report on your website!) From the CMS, we’ll engage the lead accordingly, mostly to see if we can help more. Inbound is all about positioning your business to be helpful, not to push, not to attempt premature closes. That way, your prospects will be delighted to buy from you. Does this sound like a vastly different way of selling? It is!