Blog. For Companies Who Want to Grow

Construction Marketing Trends: How to Master Personalized Marketing

[fa icon="calendar"] May 21, 2015 - Fred Thompson

robot-toyBlogging, static content, social media, email marketing, etc., are considered online content. But can you do more with content rather than upload it to the web and let it sit there? The good news is, yes you can – and you can do a lot. Let’s have a look at what you can do with that content using some of today’s marketing software applications.

The top construction marketing trends today are centered in media automation – basically, leveraging the power of online media and software to deliver content your customers are looking for.

One of Hubspot’s marketing directors recently identified five key online marketing trends that we think will drive online marketing for several years to come. The first trend, and the one that we think drives the other four, is personalization.

Personalization is the ability to automatically deliver a personal experience that’s relevant to your website visitor’s needs.

What happens when someone visits your website? Are you able to deliver a personal experience that’s relevant to their needs -- or just deliver the same content to everyone and hope it sticks? Of the several construction marketing trends, personalization will produce the user experience that will attract leads.

Since the lead-to-sales cycle in the construction industry typically is long, not to mention the huge dollars each potential sale represents, personalization can be create an advantage in your online lead-generation process. Again, because of the long lead to sales lifecycle, it’s common for prospects to revisit your website many times before they buy.

Smart Content targets a persona, delivers the content they are looking for, and enhances their overall online experience.

Visitors don’t come in a one-size-fits-all format, so why should your website? Smart Content applies the filters you establish and channels known leads toward the content you know they want to see. The better the content they discover, the better your marketing efforts will drive conversions.

Enhancing Conversions with Relevant Content

For example, say you have a full-width slider that looks great on a desktop computer, but bogs down loading time on a smartphone. You could opt to either not show that slider on smartphones, or display a much smaller, fixed image instead – all this with a click of a button on the back end of your web page.

It's almost limitless what you could do. You even could deliver a different home page to returning leads.


Smart content backend: Construction Marketing Trends: How to Master Personalized Marketing

Automate Form Length to Enhance Conversions

Ever been to a website that had a content offer you wanted? But to get the offer, you had to fill out a form a mile long? Forms that are too long or require too much information are a turn-off to many visitors.

With Smart Forms you can deliver specific content depending on their viewing device or where they are in your customer lifecycle.

Creating smart content from the backend of a website: Construction Marketing Trends: How to Master Personalized MarketingFor example: A prospect visits your site for the first time, fills out a form that captures their name and email address, and then downloads an offer you have on your site.

They then return later and find more content. They’re faced with a form to fill out again. This time, however, the form only asks for a little information (lead intelligence for you) but they don’t have to give away their name or email address again. Why not? That information from their first visit already is in your database and the new lead intelligence you’ve captured on this subsequent visit is added to that data already there.

You can then use that data for sales follow-up or even create automated lead-nurturing marketing emails using those data fields.

Create Smart Calls-to-Actions

A call-to-action (CTA) is a button or link you place on web page or sidebar that, when clicked on, takes a visitor to a landing page where they can view or download more content.

With Smart CTAs, you easily could present new offers to returning customers. Say a visitor comes to your website for the first time. He or she views a blog article, sees a CTA linked to an attractive offer, clicks on the CTA, and downloads your offer.

Then, this same visitor returns to view a different blog article. What’s going to be their response if they see that same CTA? “Oh yeah, I’ve already got that.” But what if you’re able to present something different, their next step? The Smart CTA’s automated feature engages the lead, helping to prompt yet another conversion.

 Key take-a-ways from this blog post:

  • "Smart" websites aren't the thing of the future; they're here now.
  • Automated content delivery produces a greater visits to leads ratio because you are delivering more relevant content.
  • The greater the user experience, the greater number of conversions you will have.

Here's a great resource to help you even further!

Download our Personaliztion Guide E-Book from New Destiny Media


Topics: Inbound Marketing

Fred Thompson

Written by Fred Thompson

Fred Thompson is the owner of New Destiny Media; Fred loves working side-by-side with business owners to create successful marketing campaigns that grown their business. When Fred is not working, he is spending time with his three very active children at home. He is an avid problem solver (MacGyver), Loves anything Martial Arts related and Social Media gets him excited about work.