NDM Blog


Articles About SMB Inbound Marketing to Help You Get More Visible, Generate Traffic, Capture Leads and Convert Leads into Customers.

5 Keys to Getting Leads: Inbound Marketing for Construction Companies

October 08, 2015 | by Fred Thompson | in Construction Marketing

Are you happy doing what you’ve been doing for many years and not being able to track results? Or worse, seeing your bottom line erode? If so, that's because conventional marketing is dead. 

“Conventional marketing,” "outbound marketing," and "traditional marketing, " are all the same thing. They rely on interrupt or push marketing—driving products to customers rather than attracting customers to products. Tactics like bulk mail, radio, T.V., print advertising, and billboards all fall under the category of conventional marketing.

Digital marketing often just adds to the confusion. Take outbound  marketing and add the ambiguities of SEO and PPC, and you may end up like Arnold Schwarzenegger, saying, “I need a vacation!”

What’s going on? Buyers’ habits have changed. You can’t market the way you did a few years ago, and you can’t sell the way you did a few years ago either.

Today, to sell, you must attract leads through solving their pain points and giving them what they’re looking for. Ironically, what they’re looking for hasn’t changed. Prospects still want to find value, integrity, trust, and capability—the same things you value. It’s just that the delivery mechanism has changed. The delivery mechanism is what we call, “marketing.”

Inbound marketing is the total flipside of outbound. Inbound is all about creating and sharing content that your prospects will love. By sharing content and creating offers for your dream customers, inbound attracts new leads and keeps them returning to your website for more.

Here are 5 keys that will make inbound work for you:

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Commercial Construction Marketing: 3 Steps to Writing the Perfect Blog

October 06, 2015 | by Fred Thompson | in Construction Marketing

I’m not a fussy eater by any means. But I hate going into a restaurant, looking through their menu, and not finding something I’d really like to eat. Bear in mind I often don’t know exactly what I’d like to order before heading into the restaurant, but I often have some idea, and I’m usually hungry.

What does a restaurant have in common with publishing a blog article? Everything. When people come to your website looking for solutions, they may not know exactly what they are looking for, but they are hungry. My point is obvious: If you don’t feed them, and don't feed them what will satisfy them, they will leave disappointed, and not come back.

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Why a CRM Will Make Your Construction Company More Profitable

September 07, 2015 | by Fred Thompson | in Construction Marketing

 

If you think software is annoying, fearful, or frustrating, join the club, I’m right there with you. But there are two kinds of software apps that, if you choose well, can save you significant time and help you make significant money. They are:

  • An automated marketing application.
  • A CRM.

The main goal, of course, is to make your construction company more profitable. The two keys to doing that, of course, are to get more leads, and to close more sales. Let’s take a look and see how a CRM can make you money.

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7 Killer Ways to Get Leads: Marketing for Construction Companies

September 01, 2015 | by Fred Thompson | in Construction Marketing

Inbound marketing for construction companies is the holy grail for getting leads compared to any other marketing strategy on the planet.

What is “inbound marketing?” It's a comprehensive package of deliverables driven by a series of intelligent and intentional marketing strategies to achieve a certain set of goals. The goals must be stated. For example, “I want X number of qualified leads within a Y timeframe, at Z cost.

The general tenets of inbound are the same of all verticals, but it’s not always a “one size fits all game.” Each deliverable must conform to the needs of customers each company will have.

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Commercial Construction Trends: How to Write a Killer Blog Title

August 30, 2015 | by Fred Thompson | in Construction Marketing

You may know that blogging, and not paid advertising, is a most cost-effective way to get commercial construction leads. There are two main issues marketers face with writing a blog article: 1) The article needs to be a great article, targeted to one of your personas and, 2) it needs to get found.

By “found,” I mean when someone Googles for some information, they find your content, not your competitors’. While blogging is an art unto itself, writing the title is also, and for SEO purposes, even more important than the article itself. Of course, you can’t have a great title and a crummy article, but you know that already.

So let’s take a dive in and get going on one of the key commercial construction trends in marketing.

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Commercial Construction Marketing: 5 Reasons People Hate Banner Ads

August 27, 2015 | by Fred Thompson | in Construction Marketing

Banner advertising is a form of PPC (pay per click) advertising. You pay for display advertising, hoping someone will click on your ad. According to WordStream, the form of PPC that is most popular, is buying search engine ranking. Although banner ads are not in the category of search engine ranking, they still account for a large portion of the more than 37 billion dollars American marketers spend on digital advertising each year.

Despite the ongoing glory of PPC banner advertising, it’s glory is fading. Let's see why.
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Construction Industry Trends: How to Automate Your Marketing

August 07, 2015 | by Fred Thompson | in Construction Marketing

In so many industries today, “automation” is the keyword of choice—for one simple reason: Automation saves time and money.

It also makes money. One of the top construction industry trends is to automate marketing. Marketing automation generates ROI because it's a more effective way to get new customers through the process of lead nurturing.

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Commercial Construction Marketing: 5 Killer Tips for Website Conversion

August 04, 2015 | by Fred Thompson | in Construction Marketing

Converting visitors into leads is the main purpose for having a website—especially for an under-utilized vertical like the construction industry. Why am I bloging so often about lead-generation? Because of the massive gain in positive marketing ROI you stand to gain.

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Construction Industry Trends: Why You Should Do Inbound [Infographic]

July 31, 2015 | by Fred Thompson | in Construction Marketing

Construction company website trends have changed in the last few years. Classic or outbound marketing no longer rules. The former construction industry trends of push marketing: doing trade shows and running conventional ads, are giving way to marketing tactics that customers actually love.

So what’s changed? Your customers have. Top of the funnel customers—those people who are still out there—with whom you’ve not had contact—don’t want to be pushed into buying.

And I hate to say it, but it’s the same with bottom of the funnel customers too. Do you still practice “send and pray” closing methods? Are you going out, estimating jobs, sending proposals, and then praying your potential customer will buy? With lead nurturing processes of Inbound, there’s a greater chance customers will be pre-sold way before you are in contact with them.

So what’s Inbound? We came across this awesome infographic originally developed by Voltier Digital (source: Hubspot). We think it’s cool. And it sums up all we like to talk about:

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Beat Your Competitors: Inbound Marketing for Construction Companies

July 30, 2015 | by Fred Thompson | in Construction Marketing

In the increasingly media-intensive world of marketing, the old adage, “he who gets there first wins” is truer than ever. And I’m not talking about “brand grabs” or acquisitions.

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Facebook Marketing Goals for Construction: Attract More Customers

July 27, 2015 | by Fred Thompson | in Construction Marketing

Your construction company hopefully has one main goal: to be successful. That, of course, means getting and keeping customers—not to mention making a profit. Among the top marketing goals for construction companies is attracting more customers.

While there are many ways to get new customers, in this article, I want to talk about one highly viable way: using Facebook. Ask most any construction company marketer or owner why he or she started a Facebook page, and you’ll hear: “to get more business.” By getting involved in a social media channel like Facebook, you can fulfill goals like:

  • Driving more sales
  • Increasing online sales
  • Launching a new product
  • Building awareness
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5 Reasons Why Content Fails to Get ROI for Your Construction Company

July 23, 2015 | by Fred Thompson | in Construction Marketing

By now you may have heard that the best way to generate positive ROI for your construction company is to do content marketing. Publishing content is the hottest of all construction company website trends.

Houston, we have a problem.

But your content strategies only will work if your content is found. And content that is found only generates ROI if visitors convert to leads. If neither of these two processes are working, you have a problem.

If your content is not producing results, don't worry, here are 6 of the most common reasons why, and how to fix those issues.

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