Construction Industry + Inbound Marketing = Sales Success

Posted by Megan Fox

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Oct 13, 2014 11:02:00 AM

While traditional media is not dead - by any means - using it exclusively to market your company is not wise.  The best way to promote, advertise and market a business always has been to get your compelling message in front of the correct audience - in the most cost-effective way possible.  Today - that method is: Inbound Marketing.  

Cold calling, interruptive ads, television commercials, radio spots....  Those traditional marketing channels are not nearly as powerful as they were even 5 years ago.  

And then there’s print media.  When was the last time you bought a newspaper?   Or read a magazine?

Today the world is evolving.  Inbound Marketing is taking over.   As a marketer, I can’t think of a better time to be involved in this marketing revolution. 

Inbound Marketing leverages technology and reaches consumers - your potential customers - before they are ready to buy, when they are ready to buy, and after they buy.  In essence, it’s all about opening a personalized, invited and educational communication experience for your target audience.  

We do this by leveraging things like:

  • Websites
  • Videos
  • Blogs
  • Testimonials
  • Email
  • SEO
  • Social Media
  • eBooks
  • e-newsletters
  • White papers
  • Case studies 

 

Inbound_MarketingA proper Inbound Marketing campaign is focused on the customer experience and delivering useful, relevant and personalized content to the potential customer.  Ultimately though, it is all about converting (Conversion) the user into a customer.  Most often, that process can be complex - especially if the product or service line has a long buying cycle.

People are constantly browsing the web, whether on a desktop or mobile device, such as a phone or tablet.  

Your business probably has a lot to offer your potential customers.  Imagine how much content you can store on the Internet.  Your possibilities are endless.  

Content is the backbone of inbound marketing.  Without remarkable content, Inbound Marketing doesn't work.  You need to have something to say.  Something worth reading or watching.  

Customers don't want to be sold to.  So don't just post content that gloats about your business.  Prove to them why your business or service works with a case study.  Facts, statistics and results have a lot more impact than your biased opinion.  Give them current customer's testimonials.  Even better, develop a video testimonial story.  Video can reach people's emotion much more than words can.

Video is an extremely important aspect of Inbound Marketing.  Take advantage of that! 

  • According to comScore, 100 million Internet users watch an online video each day.  
  • An average Internet user is exposed to about 32.2 videos a month, increasing the chance your message will be seen
  • 50% of Internet users watch business-related videos on YouTube
  • 65% of those users then proceed to the business' website after viewing
  • 70% of marketers use video with their marketing strategies

 If you aren't using video marketing, you're missing out on a huge opportunity for your business.  By using video, your company could be seen over your competitors.

Lastly, another important aspect of Inbound is Social Media.  What is so important about Twitter, LinkedIn and Facebook?  Easy.

  • According to HubSpot, Social Media produces almost double the marketing leads of trade shows, telemarketing or direct mail.
  • Social media lead conversion rates are 13% higher than the average lead conversion rate
  • 74% of all marketers say Facebook is important to their lead generation strategies.
  •  Companies that generate more than 1,000 Facebook Likes also receive nearly 1,400 website visits a day
  •  On Facebook, brand posts get half of their reach within 30 minutes of being posted
  • Approximately 46% of online users count on social media when making a purchase decision

Twitter, Facebook, Pinterest, Instagram, YouTube, Blogs...your business can't afford to not have a social media presence.  It allows you to talk directly with your customers and potential customers and increases your overall search engine optimization, which is how high up your business is listed in search engine results pages.

But again - Traffic is not the end game.  Conversions are the goal.  Make sure your strategy is focused on the outcomes of your Inbound Campaign and ANALYZE EVERYTHING.

Like we have said before, Inbound Marketing is full of endless possibilities for your business.  What are you waiting for?

Construction Industry and  Inbound Marketing =  $ales $uccess

How does Inbound work for construction?  The content you develop as discussed above, will be working for you 24 hours a day, 365 days a year.  Obviously we can not talk to people for 24 hours a day, but Inbound Marketing works so that all your information is constantly out there for potential customers to find.

 Construction_Inbound_MarketingPeople search the web at their own leisure.  They don't want you calling them, interrupting their day, to tell them about why you're the best.  Let them come to you.  When they have done their research and are ready to schedule an appointment, they will reach out.  Chances are they are coming to you because they see you as an expert in your field because of all the information they found about you on the web through videos, case studies, testimonials, white papers and your website.

Take the time to be thorough.  Write a weekly blog, post daily on Facebook or Twitter.  Share interesting articles your customers will find informative, answer their questions.  Choose a weekly or monthly theme to write content around.  Also, be relatable.  Occasionally share pictures of your family during the holidays, or a picture of your business team at a baseball outing.  Customers like knowing you're just like them.

When all these steps have been followed, there is not doubt you will get great results.  Inbound Marketing will help your business be seen, heard and thought of as the expert.  What more could you ask for?

Don’t wait any longer.  Make the best marketing decision you can for your business:  Inbound Marketing.

To take a look at a great homebuilding business that's using Inbound Marketing, check out our client:  Vision Homes and to learn more about the construction industry, click here!

GET YOUR FREE INBOUND MARKETING EVALUATION!
 

Thanks for reading,

Megan

Megan Fox

Written by Megan Fox

Megan received degrees in journalism and communications media at Indiana University of Pennsylvania in Indiana, Pa. Megan is responsible for creating content for all our clients, whether that be in the form of blogs, news releases, web or social media. She uses various social media platforms and HubSpot to increase client's brand awareness for their existing and potential customers. Megan also conducts interviews with clients to help tell their success stories that are published various ways.

Topics: Inbound Marketing, Strategy, Outbound Marketing, Construction