Tagged as one of the slowest to adopt online transformations, the construction sector does not have a good relationship or connection with digital. However, with the desperate need to boost the business online, a lot of construction professionals are now finally catching up with digital innovation. A lot has been eyeing inbound marketing – a revenue generation methodology that attracts clients by providing value through relevant, helpful content and experiences to foster relationships and connections with customers.
In this blog, we will tackle inbound marketing, its role to your company, how it makes a difference with its benefits, and some of the most common inbound tools every contractor must know.
What Role Does Inbound Marketing Play in Construction?
Inbound marketing is developed because traditional marketing is not working anymore in this fast-paced and advanced digital world. With increasing internet access, your target consumers are now becoming more informed than ever, making them savvier towards interruptive marketing tactics.
Inbound marketing has a role to play in construction. It presented a holistic take on your operations, sales, and marketing, creating a powerful system that allows your company to grow its brand awareness. Ultimately and most importantly, it enhances your online visibility in the digital world.
Inbound may seem like a common-sense approach, but it’s a highly technical field. Money and time can easily be wasted if any changes are done without a proper strategy and structure and a solid understanding of what inbound can do for your construction services and product brand growth.
The Inbound Marketing Methodology
Let’s go over the four basic steps of the inbound methodology. Let us look at how each of these phases must be implemented into your marketing plan to increase leads and sales for your business:
- Attract: Inbound approach is focused on attracting the right types of leads through well-constructed content to speak directly to your buyer personas. Inbound marketing comes into play and will complement your existing channel marketing efforts.
- Convert: Once a visitor has visited your construction website, you want them to become a lead. To convert a visitor into a full lead, you need to offer them something they see as valuable enough to exchange their contact details. This is where your content offers come into play. Also, the right CTAs are crucial to this stage.
- Close: To turn a lead into a client, you should show the leads that your service offerings are the best solution. When leads are in the decision phase, answer any questions they throw at you. A well-structured email workflow will make keeping in touch with your current prospects easier and more efficient.
- Delight: Inbound marketing is about creating relationships with existing customers and leads, and that is why your inbound strategies do not end once you close a client. You need to work to fulfill your promises during the final sale and continuously prove your construction business as a trustworthy resource, a thought leader, and a responsible entity they want to do business with.
Inbound Marketing Makes a Different for Your Construction Business
1. Inbound is Data-Driven
Research must not be present only in the early phases of your marketing strategy. Every single decision you make when it comes to your construction business should be data-driven and thus, should rely on trustworthy sources. Good thing that there are a lot of software applications right now that can be used to monitor various marketing metrics, like Google Analytics.
Incorporate any tools you use with your inbound methodology. Make sure that the software is designed to follow the same principles you want to apply for the growth of your construction business. The ideal software tools are the ones that can make a difference and can help you assess the direction of your marketing growth strategy.
2. Inbound Builds Identity
With the primary goal of inbound to attract specifiers with your content, it effectively empowers your company to work on its identity, especially on what makes them stand in the crowd. Your value proposition is one essential element that your inbound will ask you to look at, ensuring that it saturates each aspect of your construction company and what it can offer.
Even if sometimes forgotten, specifiers typically have a conservative stand in the specifications. So, positioning yourself and your construction brand not only as the leading professional but also as a sophisticated and trusted advisor can secure you a title of long-time collaborator.
3. Inbound Boost Awareness
Know that almost every person is searching and looking for information on Google. People are constantly browsing online, and a percentage will click your website. We suggest you focus on becoming the domain authority. There are various ways to improve your website ranking. Fortunately, if you adopt an inbound methodology, Search engine optimization will be one of your many focuses. Work closely on your on-page SEO, and engage firmly in SEO-friendly practices like blogging.
Tip: Your blog content must be aligned with your research.
4. Inbound promotes education
Ranking higher on Google gives your brand much greater authority, and you are an expert in your field and, most importantly, in your services. So, at this point, it is crucial that the content you create positions you as the thought leader in the industry.
If you had done some research about your services and product, this must be available for anybody wanting to take a closer look at your services. It is also worth noting that technical expertise must not be mistaken for jargon, and your target audience may rarely have the time to spare regarding research.
So, if they cannot find what they need at first online search, they will definitely look elsewhere.
5. Inbound Celebrate Success
Suppose accurate and sophisticated data is not enough to convince your target customers that your service offerings are worth trying. In that case, inbound gives you another way to attract their attention – sharing success stories. The inbound methods prove the effectiveness of your offerings that demonstrate the utilization of your services and products from start to finish, building up the trust of your target customers.
Success stories from your previous clients show your services in a real-life context and can bring them closer to those interested in purchasing them.
6. Inbound allows room for growth
While the inbound methods have been praised for many reasons, there is still one characteristic for which inbound is being highlighted that you should know– it leaves you room to grow. This principle for your growth strategy provides you with the right insights to build a confident brand for you. Most importantly, your brand is tailored to speak directly to those interested in listening. It must not feel limiting or constrictive.
This mentality focused on consistent learning and constant growth makes a significant difference for those companies adopting inbound. There is no reason for you not to go inbound. With inbound being in place, you get value and continuous improvement for your brand.
Five Inbound Marketing Tools Every Contractor Must Know
You and your team can use many tools and approaches to attract new clients and leads. Check out below:
1. Search Engine Optimization
One of the keystones of inbound marketing is SEO. It is a method of developing, designing, and writing content for a website to have a better chance of appearing at the top of the SERPs.
Content is another vital building block in a successful inbound marketing campaign that can cover many things, including blog posts, case studies, white papers, and social media posts. Good, high-quality content brings people in, and a contractor, like always, has room on the Web.
3. Social Media Activity
Social media posts can help market your construction website and its content apart from SEO. However, quality links and compelling meta descriptions are important elements to prioritize when marketing your website, and this is to boost your online presence too.
As for social media channels, Twitter is one of the top lists. You are good to go with just a few links and a very short message or tweet! It is worth posting. But if you want a spacious space for your posting, check LinkedIn or Facebook.
4. Online Reviews
When building an online presence for your construction firm, you must focus on your online reputation and improve it. Even with great content, you may struggle to overcome bad reviews. Almost half of the online users are influenced by reviews, and make sure to have tons of positive reviews.
Why Choose ConstructionMarketing.io?
If you decide to go inbound, you must know that you do not need to do this alone. Regardless of the fact that the construction sector has issues with catching up with the digital world, inbound can make a significant difference. That said, having the expert advice and support of a digital marketing agency like ConstructionMarketing.io can be crucial.
As mentioned from the start, inbound is almost driven by common sense, especially if not done properly, and it can also lead to many wasted resources. Only a reliable agency like ConstructionMarketing.io can offer you various marketing services.
- Our agency generates organic traffic to a website using different white hat SEO tactics.
- We can develop quality and premium content necessary for the clients to capitalize on that traffic by managing online lead generation efforts and building landing pages.
- We can carefully construct a lead-nurturing campaign to convert your leads to clients.
- Our agency can reiterate and improve consistently, with measurement and analysis at every step in the process.