Your construction blogs are absolutely a great addition to your current marketing efforts. In fact, blogs are a great way to engage more with your target audience and talk about your services and products. Most businesses nowadays adopt this method and invest in blogging and have seen great success.
So let’s say your blogs are now up and running, so what is next? Remember that great content is just the first half of the equation. The real game you need to start dealing with is how you can optimize your construction blogs for lead generation.
If you want to discover how to turn your blogs into a lead gen tool, you just landed on the right blog. Here we will give tips on making your blogs a green and lean lead-generating machine.
How Does Blogging Generate Lead?
The simplest answer is content. Blogging is a very cost-effective and popular method that can help you pull organic traffic to your webpage. Traffic generation lays the solid foundation when it comes to generating leads. However, it is worth noting that value-rich, relevant, and engaging content may not convert your target audience to leads sometimes.
That is why you should make the extra effort to push your readers into the customer journey. We will soon cover several techniques and more tips in the next section. But as of now, it is vital to visualize your customer’s journey and lead gen funnel. Discover them as follows:
- Top of the Funnel (TOFU)
Here, everything is more about building your brand awareness. It will be your first interaction with a potential client. So, you must try to build trust. At this phase, your target leads are seeking more information. In most cases, they are looking for more details about your company. If you want to catch these leads, you have to provide great content around the awareness phase. We suggest you search for queries in the initial stage and deliver helpful information.
- Middle of the Funnel (MOFU)
A potential lead has realized the need to resolve the problems and is now exploring many options. However, the tricky point is that there are still determining what and where to avail of services. From here, you must begin appearing under the nose of the readers. Know that anyone who visits your webpage is valuable to you. So, try not to let them go.
- Bottom of the Funnel (BOFU)
This is where people truly become acquainted with your construction business. They read your blogs and take the first initiative. Here, there are seriously considering your construction services. So, your focus now should be on selling. You can send them case studies, demos, free trial offers, and more to jumpstart.
Tips for Optimizing Your Blogs for Lead Generation
1. Establish your position as the industry thought leader
Thought leadership is a content marketing type where you tap into the experience, talent, and experience within your construction business to consistently answer the most important questions in the minds of your audience, especially on particular topics.
When you are delivering insightful and relevant content consistently, you are demonstrating industry expertise. As a matter of fact, providing valuable and quality content that few others are offering can make you establish your position as a thought leader.
Educating your readers about the sector you belong to will turn your construction brand into a go-to resource, one factor that can help establish trust from your prospects.
2. Offer Exclusive Gated Content
This is where your thought leader position comes into play again. Start with leaving out extra content for your loyal customers that your casual audience will not typically get. Do this alongside the free content you are already posting on the blogs to further maximize the benefits of each.
So, by positioning yourself as the thought leader through consistent blogging, people are most likely to choose gated content. The goal is actually to obtain contact details from your prospects. Once having all the necessary information, you can start nurturing the top-of-the-funnel leads (TOFU).
3. Integrate your blogs into your main construction website
You may be tempted to place your blogs on a separate domain, but you will miss out on many opportunities to generate more leads if you do. If you make your blogs a separate entity, your main construction website cannot benefit from the search engine rankings you will get from inbound links. Know that your blog brand identity must consistently reflect what is on your main site.
A web visitor’s first encounter with your construction brand is often in your blog posts. However, at times they may not land on your homepage. So, what will you have to do? You should give them a smooth customer experience with your construction brand, whether they are on your main website or your blogs.
4. Link to other internal resources
When writing a blog post, pay attention to the specific words and phrases related to your other content and posts within your website. Link these specific words and phrases to other resources on your website.
These main words can be linked to the landing pages and other pages of your website, and you can easily have these all lead to related deals and offers that your prospects may find interesting. It can be a webinar, exclusive access to an e-book, and more. The possibilities are endless!
5. Make your content sharable to social media
Social media network is beyond impactful than you can imagine. So, it is clear to take advantage of it. You can start by adding social media icons in and around your blog posts. This encourages your web visitors to share your content on the most widely used social media platforms such as Facebook, Twitter, LinkedIn, Instagram, and other sites. In return, your target audience expands your online network.
6. Stick on your editorial calendar
Besides crafting quality content, consistency is key to effective lead generation through blogging. So, make sure to have a content calendar. This serves as your guide in abiding by a schedule for creating posts and other types of content. You can do this seamlessly with automated platforms or collaborate with a digital marketing agency with expertise mapping out great topics and publishing schedules.
Such an agency ensures you have the best and most sustainable content plan, helping you magnet more leads and acquire more customers.
7. Know your Call to Action (CTA)
For sure, you want web visitors to do something after reading your blogs. If you end your blog posts without asking the readers to do something like sign-up, download, click here, contact, subscribe, and so on, you are absolutely doing it wrong. High-quality blogs without a catchy or compelling CTA are a lead loss. You have to manage to attract visitors to your construction website, and they are very interested in the content you post. Therefore, allow them to convert.
A great CTA is action-oriented and advantageous to your readers, and it must offer something worthwhile to make your readers feel like your offers are worth giving their contact details.
8. Provide something extra
Using the right CTAs is important in capturing more valuable leads, as we mentioned earlier. But you must level up your effort if you want more leads. You can do this by offering something extra. It can be a standard subscription or a link to more resources that your web visitors can access right after providing their contact details.
Tease your readers with more exclusive content to help them effectively deal with their pain points. Do not just stick to the free content you normally offer to them. Know that those value-added resources are great for enticing your target prospects and helping them build your authority in the sector.
To succeed with this strategy, you must ensure that your regular blogs are valuable and offer added depth with exclusive content.
We hope that you learn so many things after reading the whole blog. What we wanted to impart to you is to make blogging a fundamental part of your lead gen efforts. So, always do your best to develop the right strategy that enables you to churn out great quality content regularly.
Is planning and developing content seem like an overwhelming job to you? If yes, then outsourcing your blogs might be your best bet. You can work with an agency that offers various digital marketing services, including content marketing.
Here at ConstructionMarketing.io, we design a carefully attuned content strategy unique to your construction business. We ensure all your content stimulates interest and serves as a building block for all the important steps to a long-lasting relationship with your clients and audience. In an increasingly demanding industry and online world, our greatest goal for you is to generate more leads, obtain more customers, and increase your sales!
We are not just an agency, and we are your marketing team. Contact us today and get to know us more.