Let’s start with a simple self-analysis: Please have a look at your business website and answer the follow questions:
- Is my website responsive? (How to check for this.)
- Do I have an active blog?
- Do I have any calls-to-actions on my website? (What's a call-to-action?)
How did your company do? Now, for some fun, take a look at 25 or so of your key competitors' websites. How did they do with the above test? Chances are, only one or two, at best, will pass the first item: having a responsive website. Here's a no-brainer: If no one is doing any online marketing at all, it will be easy for you get way ahead.
I’m going to show you how to double your leads within 30 days and I’m mostly going to be talking about the #2 item above: Blogging – the kind of blogging that generates website traffic. Blogging as a means to generate leads is the best of today’s construction company website trends.
Say what? Blogging is as old as the Internet, right? Maybe so, but of the construction companies who have a blog, 99% are doing blogging incorrectly. This means those blogs will never be found in organic search results – ever. Is that bad? Yes, because those blogs will never produce even one lead! I’d love you to prove me wrong: After reading this article, if you know of one of your competitors who is blogging and getting leads from those blogs, please drop me a line in the comment box below. I love hearing good news!
1) Know Your Customer
All marketing for construction companies must be based on a persona. A persona is a representation of your ideal customer. The first thing I want you to do is write down a description of your best customer. Who are you targeting? Write down as much as you know, their shopping habits, where they go for information on the web, their job titles, etc. Simple, right?
Now that you know your best customers’ search habits (maybe you guessed – that’s okay), start by picking a title. Make the title interesting and informative. For example, “Newest Technology of Load-bearing Structures that Will Make a Commercial Structure Safe.”
You’re writing to educate your prospective customers. As they are searching the Internet for solutions, you’re going to provide them. In turn, you’ll become an expert, a thought leader to them. Do not write about your business, at all. Your goal is to solve, not self-promote. Do that elsewhere on your website.
3) Provide Unique Content
This doesn’t mean that you don’t write on some topic that’s already been covered, but that you add a new perspective, or write about a popular topic in a more clear way.
If you copy and paste, or add what we call “fluff” in your blog, not only will readers stay clear from you, so will Google’s search engines. You also could risk getting a penalty and have your blog de-ranked. You don’t want that to happen.
4) Topics and Keywords
As you write, focus on a few keywords. One keyword should be in your title already. What’s that keyword? It’s some unique phrase that denotes the topic of your blog within the title.
In the above search result, we happen to rank #1 for the keyword, "Construction company website trends." So, whenever anyone searches for that keyword phrase, our company will be at the top of the organic search results. This is what you’re trying to achieve for you.
You’ll want to write more than one article using the same keyword. This is great for SEO. The more information you can push out on the web, the better you’ll rank.
5) Give the Reader a Great Experience
You’re already producing great content. Now make it attractive:
- Add at least one relevant image.
- Use sub-titles.
- Use bullet points where you can.
- Link out to other blogs on the Internet where readers can for even more information.
- Use plenty of white space. Today, cramped designs are a huge turn-off.
- Add links to other articles you've written.
- Put your real ame as author on the blog! Don't personalize using your company name.
6) Share Your Blog through Social Channels
Each time you post an article, share the title and a little content on social networks like Twitter, Facebook, and LinkedIn. Also, if you share on Google+, your article will get indexed in minutes because Google+ is in Google’s network already.
You know the piece about SEO? You also can put social sharing buttons on your blog to allow viewers to share your awesome content on their social networks. There’s nothing like free promoters, right?
7) Make Sure Your Blog is Responsive
Remember the test above? #1 question? I said I wasn’t going to say much about this however, this is a huge item. Every dollar you spend fixing this one issue will produce leads. How much is just one, good lead worth to you?
61% of visitors will leave your website prematurely (they won’t read your stuff) due to lack of user experience. Today, people don’t want to pinch and scroll their portable devices to view your website. Period. Not having a responsive website is a huge turn-off, and you risk being penalized by Google for not having one.
Please don’t hold me responsible if you get too many leads from this, have to put on more sales staff, and run into capacity issues. I’m not joking. Our latest client, Monadnock Log Homes, has achieved this goal. After launch, they saw their first MQL come in, in less than two weeks.
Again, if your competition is doing nothing with online marketing, and you start doing the best thing with marketing, what could happen? Everyone wants leads. Everyone is talking about leads. This is how to get them!
Key take-a-ways from this blog article:
- It’s important to get an overview of your digital marketing efforts compared with your competition.
- The best thing you can do to gain leads in today’s marketing world is to blog, and do it correctly.
- A good blog is not about self-promotion; it’s about solving for your customers.
- As you regularly push out remarkable content, you’ll attract visitors to your website. Visitors equal leads. Leads equal customers.