The key to developing commercial cleaning leads is to leverage the magic of inbound marketing through the Internet. Inbound is "the" key, not "a" key. That's because both customers' buying habits have changed and so have the ways to attract them.
Case study: New Destiny Media, LLC
In just over one month, New Destiny Media's blogging series, centered around helping the cleaning industry to develop commercial cleaning leads, is producing great results. We don't normally look for great results until about three months after launching a given blog series.
Because of the Internet and the advent of inbound marketing, marketing tactics have changed a lot. Because of these changes, I wrote in another blog article, "for the ambitious construction company CEO or marketer, stepping into this new way of marketing can reap enormous ROI."
You've doing everything to get leads:
- Trolling for leads at tradeshows.
- Doing podcasts.
- News releases.
- Email outreach campaigns.
- And the kid who hangs up hang tags.
I want to interject and say one thing: We don't do any of theses marketing practices in the paragraph above. None of it.
Marketing for construction companies comes in one of two distinct sets of tactics: Inbound vs outbound. Period. Really. You can get leads and sales and smash your competitors using either methodology. One requires money, and lots of it. The other requires what we call “lead intelligence,” and lots of that too.
Building links for construction company SEO is an important part of any marketing strategy. What worked five years ago, isn't necessarily going to help you when it comes to link building in 2016. With all of the competition online today, you need to build links that increase your ranking to get on the first page of search results. Not all links are created equal. Weak links from unrelated and low ranking websites can hurt your search engine optimization efforts. You have to build quality links to and from important, high ranking websites that are related to the products or services that you have to sell.
84% of inbound marketers reported that social media as a lead source has become more important to them over the last 6 months, according to the State of Inbound 2014-2015. We agree, as we’ve seen our referral traffic explode. Facebook, as a lead source, is among the most important social media trends for construction companies who want to grow.
This is a little different -- because we’re giving something away here. That “something” is a recent key to our success as a professional services marketing agency. The thought occurred to me, if we’re in business to solve for our customers, why not give away some of our secret sauce?
We often like to ask company owners and marketers about their marketing challenges. The two pain points we hear all the time are, “I need to increase margins,” and “I’m up to capacity. I’d like to take on more work but I don't have the personnel.”
Both of these issues are connected. In their simplest form, they can be solved by:
- Cutting costs and raising prices to solve for margins.
- Fixing HR issues by better recruiting and higher compensation packages.
You know if your margins increase, you can afford to hire better people – or more of them, fixing capacity issues. Why not be like Nike, and “just do it?” Here's our story:
The #1 goal of all of your marketing efforts is to get new customers, correct? But before you get a new customer, you've got to get a lead - and there are other factors, like getting traffic to your website, qualifying the lead, quoting, and closing. You know the drill!
When it comes to Internet marketing, the one crucial factor, is getting traffic to your website.
To leverage the power of the Internet, your website must get found both by the potential customers you'd like to reach, and by search engines. Why is that important? Because, by far, the most effective way to get commercial cleaning leads is through Internet marketing.
Why Internet marketing for commercial cleaning is an ROI goldmine:
- Cost-effective. Commercial cleaning marketing via the Internet offers a far lower Cost Per Lead (CPL) than conventional marketing does.
- Efficient. The Internet is your 24/7 sales person who never calls out sick, never takes a break, and is always pointing leads to you.
- Flexible. Advanced Internet marketing with list segmentation and email automation targets leads according to where they are in the buyer's journey, putting very effective marketing on auto-pilot.
- 57% of your leads will have spent some time researching their purchase decision before contacting you (source: executiveboard.com). How are they going to do their research? By using the Internet.
The most important thing you must do, either to get you started with commercial cleaning marketing on the Internet or to help you fine-tune what you're doing already, falls in the realm of SEO. Let's see how this works:
Successful marketing for a construction company has changed in recent years. What's changed? The advent of the Internet, websites, social media, blogging. Today, most businesses who are not engaging the world of the Internet and inbound marketing are not getting the sales they otherwise could receive.
Whether you’re doing persona research or publishing content, you need a keyword strategy. While targeting a buyer persona forms the foundation of an inbound strategy, keywords form the basis of a persona for construction company SEO.
Your inbound campaigns need to attract visitors to your blog or social networks in order for you to get leads. To attract your key persona to what you publish, you’re going to have to anticipate the keyword phrases your persona will search for on the Internet. They’ll then search for solutions to key questions they have. Once they find you and your solutions, you’ll have some top-of-the-funnel leads.
Nail down your keyword strategy for construction company SEO with these three steps:
This two to three minute read is designed to point you in the direction of getting leads from your construction company marketing through social networks.
Construction company marketing is more than just writing a few blog articles. If your goal is to get new leads (as it should be) and you’re not doing any inbound marketing on social networks, you’re losing the #2 best way to get new leads from the Internet.
Check out these stats:
1) 44% of B2B marketers have generated leads via LinkedIn, 39% have generated leads through Facebook and 30% through Twitter. (Source: ReachForce)2) Revenue increased for 24% of businesses when they utilized social media for lead generation. (Source: SproutSocial)