Construction company website trends have changed. The humble website of the past is now the platform for the most amazing methodogy in our time – in bound marketing.All recent the changes in technology have created blur of confusion. First came the Internet, then websites, then social media, then PPC, and now inbound marketing.
What is inbound marketing? Before I answer that question, let’s see what inbound is not:
Inbound is Not:
- Not display advertising.
- Not radio.
- Not T.V.
- Not brochures.
- Not PPC (Adwords, etc).
- Not anything printed.
- Not a static website.
What Came First, the Chicken or the Egg?
Former marketing trends for construction companies focused solely on outbound – pushing out promotional media pieces to consumers. Outbound is often called, “interrupt” marketing because it interrupts prospects where they are. T.V. is the most obvious form of interrupt marketing. You’re watching your favorite program and suddenly you’re interrupted. How often to you enjoy being interrupted?
What is Inbound?
Let’s take a quick tour. If you want a quicker, more visual, tour, check out our infographic!
- It’s about content: Delivering the right content to the right customer, at the right time.
- It’s about attracting online visitors: Why turn people off. Old school.
- It’s about using your website to convert the visitors you’ve attracted.
- It’s about educating your visitors: Let’s give them what they came looking for. What a great idea!
- It’s about generating leads by offering value.
- It’s about spending less and getting more: Turning your website and social media into a positive-ROI-producing enterprise.
- It’s about metrics: Monitoring everything so you know the value you’re getting from every marketing campaign.
In the graphic above, you can see that a typical website visitor arrives at your website in one of three key stages of interest. Unless you are engaged in a marketing strategy that fully incorporates inbound, the only conversions you can hope to achieve will be at the Decision Stage – when your highly motivated prospect fills out your “contact us for a quote” form.
How many of your website visitors are ready to buy? What if they arrrive at your website at some other stage?
Inbound methodology targets leads by attracting them through the outstanding content you are making available to them. Visitors enter each stage of the funnel (The Buyer’s Journey) through some piece of content that attracts their attention. Once a visitor engages that content, you have a lead.
Leads move through the funnel as you offer them additional content. Even after the prospect is handed off to sales where they become customers, the nurturing process continues through emails, survey, and social publishing. The end goal of any inbound campaign is to produce customers who are so delighted with you that they become your best promoters. That’s inbound.
Key take-a-ways from this blog article:
- Inbound and Outbound marketing arrive at the same end goal: getting customers, but that’s where all similarities end.
- At one time “interrupt” advertising was not interruptive. Now it is.
- The two main assets of inbound are: 1) It’s far lower cost per lead and, 2) It’s ability to measure almost everything.
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In the graphic above, you can see that a typical website visitor arrives at your website in one of three key stages of interest. Unless you are engaged in a marketing strategy that fully incorporates inbound, the only conversions you can hope to achieve will be at the Decision stage – through perhaps a “contact us for a quote” form.
Unless a visitor is first convinced he or she is ready to buy, that visitor won’t fill out the “contact us for a quote” form. They’re just not at that stage.