Lead generation is one of the most vital strategies to create when planning your marketing. Not only do you need to acquire prospects. But it also allows you to track how visitors find your construction website and determine whether they become your lead or a lost lead.
We assume your lead gen strategy is up and running. However, you have built it far already, but they are not coming. Do not worry. This is a prevalent problem, mainly if you have implemented a rocky strategy.
Here, we will break down the issues, address why your lead gen strategy is not working, and offer expert solutions to get you on track.
A Lead Gen Strategy Means You Are Not Shooting in the Dark
Lead generation, generally known as lead gen, is the process your construction company undergoes to attract prospective clients and customers. Lead gen is critical for your business and sales development. And when no leads are coming in, whether, through outbound or inbound tactics, your construction business is at risk of losing revenue.
Having no lead gen strategy can significantly hurt your sales pipeline. Basically, it means no new prospects are looking or showing interest in your services. Similarly, if you have not branched out your leadership strategies, your pipeline is most likely susceptible to one lead gen activity, leading to disrupt your sales pipeline.
Simply put, your lead gen strategy means you are not shooting towards the dark. You are not throwing off some spaghetti on the wall to see what sticks. Having a strategy helps you plan and predict your sales, marketing, and overall operations.
Automating your lead gen activities helps you save time and stay efficient. Automated lead gen schemes are often the most effective way to generate new leads for your construction business.
Your Lead Generation Is Failing Because of These Reasons
Your led gen is your top priority when you first create your construction marketing strategy. After all, your marketing is meant to attract new prospects and bring you more leads. However, if your lead is not working and constantly failing, you do not see the results you ever need. When your lead gen efforts fall short, they can create anxiety, chaos, and disorganization within your company.
So, if you are wondering why your lead gen is not working, here are some of the culprits.
1. You do not understand your buyer persona
Understanding your ideal customer or client is crucial to creating an effective lead generation strategy. When you truly understand who is engaging or reaching with your services, you are more inclined to figure out how to talk to them the right way. Instead of writing broad messages you mistakenly think are entertaining for the audience, you should opt for a more concise and clear marketing message.
So, what is a buyer persona? A detailed description of your target customer, buyer, and client is called a buyer persona. It includes your target client’s demographic data like gender, age, and income. But it also includes psychographic data like behavior and personality, their purchasing decisions, and what drives them to avail of your services.
2. The landing page is not doing its job
So let’s say you already figured out your buyer persona. However, you are still not getting the leads you like. One of the possible causes can be your ineffective landing page. A landing page is a web page for a particular prospect to land and decide to either engage with you or not. A landing page usually looks like downloading an e-book or filling out a form.
There are a couple of reasons why your landing page is not converting the users on your website:
- Too much content overwhelming them.
- Poor messaging that is not clear for the visitors.
- Too many links that drive the user from the page. Fix your click funnels and only place as few links as possible.
- Slow loading time. It is important the page is loading immediately.
If this sounds accurate, fix the issues immediately to create a landing page that quickly converts. If you are stumped on content and messaging, it is the perfect time to hire the right online marketing agency that can help design a webpage meant to convert. Here at ConstructionMarketing.io, your website needs are a top priority. The agency is all-ready to develop the ideal landing pages that are compelling and laser-focused, motivating your target prospects to take action.
3. You have non-existent or weak CTA
One primary purpose of your landing page is to obtain leads to your services. So, when you have weak CTAs on your landing page, your target prospects do not know why or how they will give you their information. In short, they are completely unsure. The exchange is unclear. When the visitors are confused, they are most likely bounced from your pages and look for your closest competitors. For them, your CTA is not clear enough for them to engage.
Take a look again at your CTAs right now. If you think it isn’t good, consider changing it. We suggest you have concise bullet forms detailing what they must expect when filling out the form. In addition, you may share with them what they can benefit from working with you and how the entire process will go – from a higher, not-overwhelming vantage point.
4. You are not nurturing the leads
Okay, so perhaps you are getting your leads right now. However, the problem is they are not turning into real customers. It can be nurturing versus generating the problem. Placing all your eggs in the lead gen basket and not nurturing them properly can significantly impact your efforts negatively. If you’re not successfully turning them into deals, your bottom line suffers the most.
Nurturing leads is just as crucial as the first contact. If your construction business offers more complex services and expensive products, your target prospects might take a long time to decide. That is why there is always a need to nurture them. Nurturing them is a way to build that trust.
5. Your Content offer or incentives are not appealing to your target audience
If you have a specific landing page and CTA that feels concise but is not converting your leads, there must be wrong with your offers. These offers may not be appealing to your target prospects. Giving your target prospects something in exchange for sharing their contact details is a form of reciprocal exchange.
Not only does it help the leads understand your approach and services, but it also builds strong trust with them.
6. You set and left your led gen strategy without carefully monitoring the progress
Having no idea how to monitor the lead gen strategy thoroughly is perhaps one common thing all newbies share when it comes to lead generation. We assume you are new to this avenue. That is okay, though.
Automating lead gen can be possible now. But automation is not most likely identical to setting and forgetting. Automation creates efficiencies within the overall pipeline. It does not replace the sales cycle. It also does not replace the need to follow up and nurture, including the need for real humans to connect with other people.
There is a need to monitor your lead generation strategies carefully. It allows you to make a lot of adjustments as you go. You can carefully track and monitor your successes and establish them. Refine the strategy as you go and bolster your prospect list.
7. You are buying leads
Buying any relationship does not make for a lasting and trusting bond. This is the same when buying leads or opting for a mailing list. This is the typical quality over quantity analogy. It makes more sense to have a couple of quality leads than a huge number of leads who do not want to be engaged with your services or business.
So, instead of buying leads, create a campaign and strategy to grow your target audience. This is a form of lead generation and a method of audience nurturing. It is about building trust with valuable and thoughtful content for your target clients.
All You Need is a Lead Generation Strategy that Works!
When your lead gen efforts are not giving you the desired results, they can be a real bummer. There is so much effort and time put into proper marketing. Thus, the strategies behind it must be effective. Fixing inefficiencies in your lead gen strategies will help you gain better insights into your existing areas of opportunities and set you apart from your closest competitors.
Are you looking to improve your lead gen efforts? Here at ConstructionMarketing.io, we will help you focus on your brand’s online visibility and maximize it. Our goal is to help you boost your organic traffic, generate more high-quality leads, and maximize your online marketing efforts.
Talk to us today, and let’s start designing your lead gen strategy that converts!