I've heard marketers often say: “I don’t want more leads; I want more closed deals.”
I agree. Leads are useless, and even qualified leads are of little value unless you can turn them into closed deals—customers who actually are paying you money for your services.
Publishing a blog is one of the first, best steps you can take in digital construction marketing to get new business.
- Builds a visitor audience.
- Gets our articles get indexed by Google so you are found.
- Helps convert visitors into leads, and then those leads need to be converted into paying customers.
- Yields a very high marketing ROI.
Rather throw out the laundry list in here as I have done in the past, the one key element a blog must have, is that you must help. Your articles must help those who come to your website. Get that one thing, and you’ll be on your way to success.
Step 1) Get Leads
You must start by getting leads. You get leads when visitors come to your website and engage you using a conversion path. A conversion path is another key component of digital or inbound marketing for construction companies.
The idea is simple: Give your website visitors something to click on. When you give them something of value, they are likely to click to get it.
We’ve seen even a simple “request a quote” button bring in a huge volume of new business.
If you have no conversion path, you have no viable way for visitors to become leads.
Step 2) Qualify Your Leads
If you have an established company with high website traffic, your construction marketing will generate a high volume of leads.
Since most construction companies have a very small sales staff (or none at all), it may be impossible to pick up the phone and call every single lead that converts on your website.
There are three main methods to qualify leads using digital construction marketing tactics:
- Filter leads using your contact form. This is easy. You just ask a qualifying question on your form. We used to ask about a person’s position. If, for example, the lead indicated he or she was a “CEO,” we’d jump on that. It’s always nice to speak with a decision-maker.
- Use manual lead scoring. Using a marketing automation tool like Hubspot has, you can assign a value to each action a visitor takes on your website. If they download something, that can be worth a few points. If they return and read a page, that is worth a few more points. Once the lead hits a certain score, the software can email sales, indicating they have Sales Qualified Lead with which to follow up.
- Use predictive lead scoring. Some advanced software can predict the behavior of a lead. What’s so nice about predictive lead scoring is that the software sets an algorithm the actions a visitor takes, and buckets those leads into the proper categories.
Step 3) Close More Deals
Now that you have leads and you’ve qualified them, it’s time to close some deals.
Marketing doesn’t close deals, sales does. And in order for sales to operate at peak effectiveness, your construction company needs to have an iron-clad but agile sales process in place.
“Iron-clad” and “agile” might seem contradictory, but they are not. Here’s how this works: You devise a sales process and put it in place. You pull your team together and get everyone on the same page. Everyone adheres to that process until you change it.
How often should you change it? Get the team together every week, debrief, and change what isn’t working. Your sales process may run for a long time without major changes, but you need to be ready to change at any given moment.
Your sales process should involve two main facets:
- An informal dialog—a series of questions—to qualify every prospect. There is an art to this.
- A CRM. A CRM will give you a database that everyone on your team can access. A CRM should serve as your home base for every interaction both sales and marketing has with a lead. There are some good CRMs that are totally free. Aside from setting one up, there’s no excuse not to have one.
The most prevalent question we get regarding construction marketing is, “What is inbound marketing?”
Still uncertain? Still not convinced inbound or digital marketing will do for your company? Download our free ebook and find out!