The purpose of this blog article is to show you what works for marketing for your construction company, and the seven necessary steps to make it work.Why do Inbound? It works. The old playbook is broken. Interrupt marketing annoys more prospects than it attracts. Research shows that cost per lead with Inbound is a whopping 61% lower than with conventional marketing. You can choose to spend a lot of money on conventional advertising and (maybe) get some quick wins. But you’ve been doing that for years, right? Are you meeting your goals that way?
In a nutshell, Inbound marketing accomplishes two massive things:
Thing #1: When someone searches on Google, they find you.
Thing #2: When they find your website, they convert.
That’s it. Totally simple. That’s how you get leads from your website.
Let’s get some:
1) Set Your Goals
Specifically, set some SMART goals. Here's a free SMART GOALS template to get you started. Keeping it simple, set some realistic goals. How much do you want to grow within the next couple of years? Inbound marketing differs from conventional marketing in that the big wins take time. Setting goals is the first sub-step of any decent marketing strategy.
2) Create Buyer Persona(s)
Your second to-do is to target those leads who are looking for you online. People out there want help. And you want to help them. Sounds like a happy marriage, doesn’t it?
Inbound marketing for construction companies means first focusing on your idea customer. What are his or her buying habits? What might they search for in looking for your products or services? You need to know this persona inside and out because you are going to intersect them at each stage of the Buyer's Journey.
3) Analyze your Competitors
Chances are, most of your competitors are doing the same things you’ve been doing: Doing trade shows, running ads in print or radio, printing brochures, etc. A small percentage will be doing some things online. Take note of those things, but don’t overly concern yourself at this point.
4) Keyword Research
If Google is the car, then keywords are the fuel that powers it. Demystified, a keyword is simply a phrase someone types into a search field. That’s it.
But to be successful, you need to know two things:
- What are your customers typing in?
- How badly are your competitors trying to capture those same leads?
Here’s where you must combine what you know and what software will tell you. We call the summation of these two things, lead intelligence.
Of the 200+ SaaS marketing apps out there, we’ve found Hubspot’s software suite unbeatable. Sans-Hubspot, skip the other 199+ pieces of software and head rigth to Google’s free Keyword tool. How do you use it? Check out my blog on how construction companies can get found using keywords.
5) Onsite SEO
The first thing you should do with your keywords is implement them into the site pages on your website. Ideally, each page of your website, aside from the home page, should focus on one aspect of your business. Each one of those pages, and image “ALT” tags, should focus on that keyword—the search term—that’s most relevant for that page.
6) Blog Writing
Blogging is simply solving for your customer. Each time a potential lead searches on the web, he or she is searching to find some solution. That potential solution—whatever it is—will intersect the Buyer’s Journey at any given point.
Your task is to write an article, while keeping the following in focus all at the same time:
- Your persona(s)
- Your goal to solve for that persona.
- Using a relevant keyword.
I’ve said this many times: The more you blog, the more visitors will be attracted to your website, the more leads you'll get, and the more sales you'll make.
7) Social Sharing
Sharing content on social media channels accomplishes at least two things: 1) Exposure: Chances are your audience (your potential customers) are on at least one channel and, 2) SEO: Many of these channels are indexed by Google.
You’ll want to follow the “3 to 1 rule.” For every share about your construction company, share three posts that would interest your personas.
Key take-a-ways from this blog article:
- Inbound marketing for construction companies is all about getting found, and converting visitors into leads using your website and social media.
- If you don’t start with specific, measurable goals, you cannot measure positive ROI from your marketing efforts.
- Inbound solves, it doesn’t promote. The end result is delighted customers.
- The one best thing you can do is publish keyword optimized blog articles on your website.