You know as well as I do, trends come and trends go. In marketing for construction companies, trends often develop when larger companies or thought leaders in marketing discover some element that will capture leads and convert leads into sales.
That's all great, but sometimes communication breaks down and and it's hard to find out how to replicate the trend in your own business. For example, someone discovers that blogging can produce leads, so blogging becomes a trend (it actually is one). But to generate leads, the right kind of blog content needs to be published—not just any content.
Marketing strategies (and budgets) often are developed based on published trends with little or no assurance the strategies to be executed will produce ROI. No harm, no fowl, because with traditional marketing, few really good metrics are available to check on what trends will produce positive ROI and growth vs. the ones that are just half-baked. And shocking, when metrics are available for traditional marketing, they’ll show negative ROI. So marketers naturally adopt inbound without the lead intellegence or the metrics to prove what's working.
Marketing Technology Insights published a survey of some construction company website trends. Let’s look at the three top construction company website trends and and see how to make them produce the positive marketing ROI you’re looking for.
Trend #1) Website Development
A website re-do is definitely the hottest trend in marketing for construction companies, and for good reasons. At the very least, a website re-do will accomplish the following four points:
- Updating branding.
- Updating messaging.
- Mobile-ready responsive formatting.
- Adding a blog.
Although noble concepts, none of the four points above will do much to grow your business. While a new logo, new colors, adding pages, changing navigation, adding blogging and even adding mobile-ready are all nice, they omit one important all-telling question: Why the heck are people on the Internet in the first place?
Buyer’s habits have changed. Buyers come to the Internet to find solutions and solve their pain points. (Click to Tweet!)
If your web re-do doesn’t address this one all-important point, your website will fail to accomplish all it could.
How to Fix
Publishing the right content and adding conversion paths will enable even a poor looking website to generate leads, sales, and positive marketing ROI. By adding landing pages, calls-to-actions, and fixing messaging, you’ll no longer need to beg for conversions. Turning your website into a lead-generating machine is the #1 most important method to leverage this key trend in construction.
Trend #2) SEO
Most everyone who wants a website re-do will request “SEO.” Even though it doesn’t have to be, SEO still remains one of the most misunderstood, misrepresented and oversold of all other technologies.
How to Fix
In a nutshell, here’s the SEO outline we like to take in strategizing website pages:
- What’s your theme for each page? Each page should say one thing well, not two things, not 10, not 100, not a laundry list of your capabilities—just one thing.
- For each page, what’s the one keyword that will promote the page’s theme? We’ll usually do keyword research to find out, and sometimes there may be more than one keyword we’ll need to employ on the page.
- Are there any related pages that can be linked to this one page? If someone comes to this page, are there other pages they may want to look at?
- Structure: We’ll want to know about images and placement, white space, meta tags, H1 tags, image alt tags, and the other basic must-do SEO exceptionables that should be included on each page.
Trend #3) Content Marketing
Blogging, social media, and premium content (e-books, white papers, guides, etc.) form the basis of content marketing. The idea is, that if you publish great content, visitors will be drawn to your website and will convert into customers. This premise is true, but only of the content is created to achieve that purpose.
Most blogs focus on self-promotion. Because buyer’s habits have changed, anything that smacks of traditional or push marketing is a turn-off.
How to Fix
- Identify your #1 buyer persona—that ideal, dream customer you’d like to walk in the door right now.
- Craft articles for that persona—articles that will inform, educate, and generate interest.
- Place a call-to-action (CTA) within each article.
- Link the CTA to premium content located on a landing page.
- A landing page is a page dedicated to one thing: to deliver a really great offer to your #1 best prospect.
All the things above are part of a conversion path. Marketing for construction companies in the digital world is all about giving ways for customers to become leads. Conversion paths are the only element that will do just that!