Inbound marketing contradicts the traditional outbound marketing strategies. Outbound marketing strategies typically includes trade shows, direct marketing, telemarketing, anything that ‘pushes’ the promotion onto the consumer. Inbound marketing does the opposite; it ‘pulls’ the customer in with resources that consumers are searching for. Long before purchase and immediately before purchase, consumers are seeking information. Provide them the information and they’ll keep you in mind when their ready to purchase. This easily fits with the construction industry. Inbound marketing is a way to build awareness for and establish your business. Not only will your company be on the mind of the consumer when they are deciding on their construction service, but if you do it right, they’ll think of you as an expert, which increases your odds of being hired for the project.
One surefire way to build trust and respect for your brand is with thought leadership. Good thought leadership brings consumers to you when they are searching for information. This is one of the best ways to establish your business as an industry expert, something that is very important for complex and expensive purchases. Keep in mind that content should be educational; avoid promotional tones. Create informative content in the form of construction studies, whitepapers, videos, and surveys. For more information on thought leadership, check out Modern Marketing Partner’s Thought Leadership Guide.
A construction blog is a way to expand your thought leadership strategy. Frequently update your firm’s blog to attract the attention of both peers and consumers. Blogs are also a great way to generate leads. Creating a registration form on the blog allows the customer see your updates and provides you with contact information of potential business. It is also beneficial for building your SEO rank: it builds your indexed page count, provides new website content, increases web traffic, and uses keywords associated with your business.
Social media is one of the most interactive marketing tactics. This allows your firm to talk directly to construction professionals, customers, and even potential employees. Social media serves as an easy way to update followers with new company information and to respond to customers. It also serves as an outlet for your website’s content, further increasing web traffic. When creating a social media strategy, keep in mind platform selection. The most frequently used are Twitter, Facebook, and LinkedIn, but construction firms could also do well on Google+, YouTube, Instagram, or even Pinterest. Daring companies can try Snapchat, Tumblr, Periscope, or some other platform- just make sure an interested audience exists and you create content that users want to consume. Make sure to post frequently; dormant accounts hurts your brand image. Also, consider adding social icons on your website and links to your website on the platform. This allows consumers to jump between the platform to your website and vice-versa.
Search Engine Optimization (SEO)
Most searchers don’t look beyond the first page, or even the first 3 results. That being said, it’s critical for your business to improve its SEO ranking. Be sure to optimize both locally and beyond. Review your site to make sure it’s search engine optimized, maintain consistent citations, and update your page with new content frequently. Further, your social media presence increasingly plays a role in your SEO as well. Search engines may look at the following and engagement in determining your rank within your category.
If your SEO is poor, it’s going to take time and money to improve rank. Until you have a strong organic ranking, it’s smart to consider PPC- paid search advertising. This allows your business to rank on the first page of search and, with enough money, at the top of the search page. In some commercial searches, PPC actually outranks organic search results, something very beneficial to construction firms willing to invest.
Events can be both live and virtual. This is another way to establish thought leadership and generate leads. A construction webcast, for example, would be a cost-efficient and effective way to discuss industry issues and topics. With consumers increasingly preferring audio and visual content over written, this is a great way to connect. Webcasts and other events allow the consumer to actively participate, which helps to build your relationship.
Integrate with PR
Unlike traditional PR- pushing press releases and statements onto the consumer, inbound PR allows your audience to find your company’s stories and news. This can be from web searches, social media posts, or site content.
Word of Mouth (WOM)
Good content creates WOM. Compelling information leads the consumer to discuss the findings with another person, spreading your name to someone new. It’s also easier than ever to spread the word through social sharings- a form of digital WOM. Creating shareable content puts you in front of the eyes of your audience’s audience.
Use CTAs on all content. Always have registration forms and contact forms on your website and blog. This allows your content to create conversion. Create content that uses action verbs or offers incentives for registering or entering business. Be sure to place CTAs effectively- somewhere where they’ll be seen and are most likely to be filled out. Track the effectiveness of your CTAs and their placement, then make updates based on your findings.
Integrated Inbound Marketing
Finally, integrate your inbound marketing with outbound. Cross-promote using both methods. Promote your website or social media sites at trade shows. Or share your attendance at an industry trade show online. Have the two marketing strategies work together. This will lead you to creating your most effective construction marketing strategy.
Are Your Marketing Tactics Outdated?
It is often pointed out that construction firms are behind on technology or new marketing tactics. Don’t fit this assumption. Allow your marketing strategy to evolve. Inbound marketing is becoming an increasingly preferred marketing method and it makes sense. Inbound marketing is interactive and pulls the customer to your firm, rather than your firm pushing promotion onto them. Great content builds awareness and establishes your brand as an expert. If you haven’t already, create an inbound strategy today.