The average consumer today is nothing like who they were just 10 years ago.
They want to feel connected with the brands they shop with.
This means they want you to share the same values, desires for the future and solving problems that mean something to their everyday well being.
This is the direction of marketing you need to be heading in if you want to gain qualified construction leads that understand and like what you do.
You don’t need to reinvent the wheel, but you need to reinvent your narrative as the world changes around you. This is perhaps why content marketing has become the focal point for millions of business owners.
Changing with the times means you have longevity, i.e. staying relevant in whatever kind of consumer climate you’re in.
Never forget those who have been loyal to you, and produce content that will show them how you have advanced and improved your services and products for them too.
Importance Of Lead Generation For Construction Businesses
Leads are the oxygen your business breathes.
As more and more people enter into the middle-class, the world will begin to see millions of micro and small business owners.
Without a constant stream of new customers such as these, you won’t stand a chance against the competition.
- They want to see what kind of offices, warehouses, retail stores, high-rise buildings and event halls you are creating.
- They want to see with their own eyes, what kind of materials, styles, designs and interiors you create from scratch.
But only if they click on your content, read your story and watch you at work, will you convert your leads.
Leads are the oxygen your business breathes.
Construction Lead Generation – The Correct Approach
Say it with me now, “content is king”. This is a term that was used sort of a funny joke in the early 2000s. But sweet heaven above! Now it's like a battle cry or a mantra you must chant in your sleep every night! Well, okay, perhaps not that serious. However, you have to realize that consumers are no longer falling for clickbait, what they want is emotional marketing. They want to feel as if the products and services they use, matter in their lives; more than just pleasure, they want to feel a part of the growing world.
Let’s Have A Look At The Best Ways To Generate Construction Leads:
Business blogs have become part of consumers’ daily lives.
They read them as frequently as you used to with a newspaper.
This means that the average customer who knows who you are will read your blog posts once a week at least. This could be at home just browsing before sitting down for dinner, it could be on the train heading into work or even as a dedicated read because you’ve just released some jaw-dropping news.
The best part of blogs is, they drive completely organic traffic to your website and can be from SERPs and social media.
On the other hand, you have new consumers who are not quite sure what you do. They should be seen as a juicy lamb to a wolf.
All they want to know is, how on earth will your products and services make their lives better?
If you’re wondering how to get construction leads, write fun posts about how your products have been used in the past, what your desires are for the future
For example, how people will use your products and services and how you intend to design them in the future.
Be honest, talk about the troubles you’re having when making or improving products. Consumers are very understanding and just like a rambunctious puppy, they wag their tail when you show them more about things that are normally ‘behind-the-scenes’.
Video content is by far the most popular of all the contents. Why? Well, it's kind of like audiobooks, why read something when it can speak to you?
This is why you need to have videos on your landing pages and homepage, to show customers exactly what you do.
On your services page, you need to have short videos, preferably around 1 minute or so, that show what it is you do.
Cover the process from start to finish
- How do you plan things
- How do you design things
- How do you then set about achieving them, etc.
YouTube is the obvious platform where you should be uploading but also, using your 5-second to 15-second ads to drive leads from the traffic. Post your video content on your social media pages and watch direct messages from your accounts come rushing in.
One of the most underrated techniques for how to get construction leads. Podcasting shares the same value as blogs.
Everyone thought they were going away and that they were just a fad from the 90s. Wrong!
Now, a podcast is one of the best ways to become an industry authority. People listen to podcasts to chill out, listen on the way to work or just while they’re doing their laundry and ironing.
They are, however, nice relaxing places where you build a rapport with your customers by talking about fascinating insider-details about the industry you work in.
You should bring guests on to talk about their experiences in the same field you work in and have a genuinely interesting conversation.
It also gives you a chance to inject your personality into the content, which consumers love!
Photos are used even to this day but they have to be high-quality. With commercial photography, you’re trying to showcase your products in great detail, from all angles and show the customer what they would be getting. It also gives them a chance to see the dimensions, colors and style of what you produce. Higher quality images are shared more often on Instagram, than low-quality blurry embarrassments.
Remember, content is king. Don’t be afraid to be quirky, show your personality, talk honestly about the troubles and challenges you face in your business, but also, inspire your customers to be hopeful about the future with great blog, podcast and video content.