The value in really shaking things up.
I’ve never known anything else but aggressive marketing. I am son of my father. My dad happened to be CEO of a multi-million dollar corporation – in a highly competitive market. A part of our unwritten by highly verbalized culture code stated, “We don’t want to get ahead of the completion, we want to destroy them.” And we actually did.Do you mind your competition winning bids away from you? You know, those bids you spent a lot of time and effort nurturing – and hoping to win?
If you've been told, “this is the way it is,” then read on, because what I’m going to outline for you is nothing short of revolutionary and one of the most noteworthy construction industry trends.
1) Change How You Think About Online Marketing
See if you've heard any of these ideas before:
- My company website (you know, the one that severely needs a redesign) never really has brought me any business.
- I feel somewhat that my company website is just a necessary evil.
- I got my website because someone else said I should have one.
- No one’s really ever explained the value of my website or what I could do with it to generate business.
- Websites and Internet marketing are expensive; I’d be better off putting my money elsewhere.
All the above statements are false (except the one about people saying you need to be online but can’t explain why).
If you’ve been believing any of the false ideas above, don’t worry, most of your competition believes them too.
2) Take Charge of Your Lead-gen EffortsIn our age of Inbound marketing, the hottest construction industry trends include blogging, social network marketing, and on-line marketing automation. Aside from lead-generation, what’s so great about these new trends? You can be in charge of your marketing results. And proving ROI is no longer a guessing game. No more waiting for the phone to ring, waiting for a referral, or hoping someone (someone viable) sees that display ad, or converts at your trade show (do you still do trade shows?).
- You posted some great piece of content on your website – something that not only proved your capabilities but proved your know-how.
- And someone (someone viable) read it. And was impressed by it.
- Then they click on some other interesting thing (a call-to-action). The CTA links to something great – not a look what we did project report, but a case study, or a white paper, or analysis perhaps.
- To get that nice piece of content, they need to fill out a web form. Because of the marketing software you now own, you’re able to see what they read, where they came from, perhaps even how they performed a search to find your website.
- You now have a lead. That lead can be nurtured and moved farther down the funnel when they become a customer whom you can delight.
3) The Customers You’re Trying to Find are Trying to Find You
The graphic above shows, in a nutshell, the entire process of Inbound methodology. Before a new customer finds you, he is she is a stranger. There’s a chance they’ll pick up the phone and contact you, or see an ad, billboard, attend a show, or call your customers. Those chances of customer acquisition are becoming more rare by the second. That’s because a whopping 94% of B2B prospects will do some form of online research in their decision-making process.
Do you know who your very best business friend today is? It’s Google.
Your website and whatever other digital media you adopt is not an annoying expense, but an amazing marketing investment. In fact, most stats indicate that Inbound costs 61% less than conventional marketing. Let's get started!
Key take-a-ways from this blog article:
- You have the choice to change the ROI your get from your marketing efforts.
- The place to start improving your marketing efforts is through blogging.
- The process people become leads through your digital media is called, “a conversion path.”
- The first step in a conversion path is when a visitor clicks on something.
- When they click, you have a lead, and you’re on a path to growing.