I’m starting to write this article on a Friday. You know what that’s like. I’ve got a to-do list a mile long and, since our clients come first, I’ll probably have to defer some things to Monday – or to the weekend.I was thinking: What if I were an over-the-top busy construction company owner or marketer with some marketing goals. And I don’t have time a long read, but I really want some more quality leads. I want my marketing to do something for once. And I want to know the fastest path to getting those leads.
So here goes. You won't like this, but let's be honest:
The fastest path to getting more leads is to wipe out your bank account and spend it on advertising. You know, display adds, PPC ads, radio ads, the kid who runs around and hangs up door tags, etc.
Say what? Dumb, right?
“Hey John, what do you mean? I don’t want to spend tons of money needlessly, so is there a way to get more quality (that word “quality” again) leads without killing my budget?
Let’s do some blogging!
Of all the current construction industry trends for marketing, the fastest long term solution to getting more quality leads is through blogging. Given a littletime, a good blog can deliver more leads than any expensive ad campaign.
What about the cost? Even if you job out the whole process to a content marketer, it’s still the best bang for the buck for your marketing efforts.
Why does blogging, as a lead-generation tactic, work so well?
The structure and lifecycle of a good business blog:
- Targets your idea customer (that quality lead).
- Written to educate and build interest.
- Written on a topic that won’t grow stale in time (called an “evergreen” blog).
- Here's what really counts: The 1st month, it gets some views.
- 2nd month, more views, and more and more and more as time goes on. The same articles gives, and keeps on giving.
How you get leads from this (aka: "The conversion process"):
- Place a call-to-action (CTA) below each article that prompts a visitor to click on it.
- Link the CTA to a nice piece of content, or free offer (site visit, inspection, etc).
- Make sure the CTA also requires the visitor to fill out a form.
- Once you get the information from the form, you have a lead.
Blogging that really works vs blogging that’s a waste of time
This will work:
- Start your blog article by picking a topic that will catch the attention of your most desirable customer.
- Pick a good long tail keyword that works with your topic.
- Work the keyword into a catchy title.
- Keep the title under 70 characters long.
- Make sure the title ends up in the URL of your web page like this: http://mywebsite.com/blog/construction-industry-trends-the-fastest-path-to-getting-more-leads
- Make sure the keyword is in the META title tag of your page.
- Write an educational blog, using the keyword a few times, but not more than 5 times.
- Put in at least one, really good, relevant image.
- Link the blog to at least one other blog you’ve written.
- Link (cite) to at least one authoritative source on the web.
This will NOT work:
Forgetting or ignoring any one of the steps above.
An enormous number of the blog articles published on the web will never be found by visitors who are searching for them. Your blog doesn't have to be one of those!
Key take-a-ways from this blog article:
- Today, blogging will do more for your marketing efforts than any other method.
- Conventional marketing is not dead, it’s just very expensive.
- The Internet is still like an undiscovered country. Take advantage of it while you still can.
- Blogging done in a sloppy way will build your authority as a thought leader for those who find your website, but it won’t generate leads.