When business owners are asked what they want most for their business, 9 out of 10 times the first answer is “more customers.”
You may have launched a website because you understood it has value. If so, you are correct. In fact, your website, and everything else you do like posting on social media, is your secret weapon. It's your foremost and very best marketing investment, so don't neglect it!
A good website is a fantastic part of your marketing goals for construction. The purpose of your website is to sell “YOU” and your company, which should get you more sales! It is the most cost-effective marketing tool that your business has.
Since most of your competitors are doing to poor job at marketing themselves to the right “buyer persona," you have a golden opportunity in dominating your local/regional market. So let's dive right into why you are here.
Here are 6 tips to beat your competition and get more traffic to your greatest resource: your website.
1. Get Social with Social Media
The first thing that you want to get started with is setting up your social media accounts. Go with the top four: Facebook, Twitter, Google+ and LinkedIn. These are the dominate players in the social media world. Social media marketing is meant to drive your customers to your website. Before you get started with your social media marketing, create S.M.A.R.T. Goals. Download our free template to get started.
S.M.A.R.T. Goals are:
After you have set your goals, get to it! Start using social media on a regular basis and don’t deviate from the schedule or the plan.
2. Find Your Most Valuable Keywords
Keywords have been around for a while and everyone wants to be first for their favorite keyword. A valuable tactic is finding the right keyword that your customers are interested in and optimizing for that phrase.
We like using the Hubspot Keyword Tool best, but we also like some other tools like SEMRush, WebCeo, Moz, etc.. These tools tell you what the competition level is for the keyword phrase and how difficult it might be to rank for that phrase. By optimizing for the right keyword, you can attract more customers and convert more leads. There are requirements for best SEO practices, so you might want to get familiar with what Google requires.
3. What are your competitors using for keywords?
There are a lot of tools that you can use to expand your keyword list. Again, we like the Hubspot Keyword Tool, but if you are not a Hubspot customer then here are some great tools that can give you some insight into what your competition is doing as well.
Spyfu, Keywordspy, SEMRush are great tools to help you to determine how you are competing against your competition and what they are actively trying to capture for traffic online. Once you have found those keywords and how competitive they are, start adding in the ones to your marketing that line up with your marketing efforts that are already in place.
4. What Topics are my customers Interested In?
The million dollar question that every marketer has is: What is working? Checking the audience interest/engagement in all of those marketing efforts is vital to your success. In Hubspot you can view your growth through your blogging efforts and through your social engagement. Another great service is BuzzSumo. In BuzzSumo you can compare the performance of your content against a number of competitors. You can see what you are doing compared to what you competitors are doing and make the necessary changes to improve your competitiveness online. These tools will also give you more insight into what the customer really wants for content delivered through your social media channels.
5. Target Long-Tail Keywords and Ditch Short-tail
Everyone first tries to rank for short-tail keywords, but the problem with that is the competition is often too high, making it very difficult to gain any significant ranking. Short-tail keywords have been used for the past 10 years and have been the focus of every SEO expert and many customer's efforts.
Why should you use the long-tail keywords? Long-tail keywords account for a majority of web searches. Search engines (and people) have changed over the years and now they are super intelligent and track your customers behavior. Over the past 5 years the search predictions in all of the major search engines have gotten smarter. Because of this change, long-tail keywords will help your content get found better and match more closely human search patterns. If you are new to short-tail and long-tail keywords, and want to learn a lot more, here is a website you can check.
6. Blog, Blog, Blog, What About My Blog?
A blog is still, and probably will be for the next 100 years or so, the very best thing you can do for your marketing. We've seen many construction companies start a blog and then quit because they didn't see results.
Why blogs don't produce results:
- Not enough volume: The minimal amount of blogging you should do is 4 articles per month. Remember the goal is to drive traffic to your website and convert them into leads, and that takes consistency.
- Bad keywords.
- No metrics to track, so you have no way to show your articles are driving traffic.
- Not targeting the right persona, or any persona.
- Promoting rather than educating.
These 6 tips on getting more traffic to your website and will help you understand how your content is performing with respect to your competition. It will also tell you what people are interested in and what people are engaged in through that content. Good luck and happy marketing!
Here is what you should walk away with:
- Start with G.P.T.C (Goals, Plan, Challenges, Timeline) before you start marketing.
- Do the research, don’t just guess at what people are interested in.
- Don’t forget to keep your branding and schedule consistent.
- Celebrate the small wins and keep moving forward no matter how challenging it might be.