Business in today’s economy is a cutthroat and competitive landscape.
While marketing and lead generations come and go, with some tactics employed by entrepreneurs ranging from laughable to downright outrageous, one thing is a certain fact: no business can survive without a steady stream of qualified construction leads flowing in daily.
Earning new customers on a regular basis is paramount to ensuring the longevity of your business, but it’s all too common for business to get lulled into a false sense of security.
With a large reservoir of returning customers and referrals you might not feel the pain of needing more leads. But even “regulars” can stop coming back for one reason or another. And while you’re resting on your laurels, guess who is gobbling up market share and brand awareness? The competition.
Importance of Lead Generation for Construction Businesses
Without a constant supply of new customers, your business will slowly get gobbled up by the competition. And with new businesses launching in your area, as well as online, you can’t afford to neglect lead generation.
Leads are like the oxygen of businesses.
Leads are like the oxygen of businesses. The more you have, the more you can accomplish, but the lack thereof will lead to cash depletion, and an inevitable demise.
But of course, you already understand the importance of getting new leads on a regular basis. The question is, how to get them without ravaging your wallet and severely thinning your bank account.
Construction Lead Generation – the correct approach
A crucial step of the process that most construction business owners tend to forget is the planning phase. You shouldn't be spending any money on marketing until you have a comprehensive plan that covers all angles and accounts for variables.
If you want results without burring through cash unnecessarily, you need to determine what mediums of marketing will produce the best results for your business goals.
Data and Results
The great thing about online marketing is the fact that it is very transparent, and data obtained from each test can be leveraged to further results across a number of mediums and platforms. Whichever path you take — be it SEO, PPC, or social media — it’s easy to see what results you’re getting for your efforts.
Google Analytics can show you detailed reports on how many people visited your website, what actions they performed while there, and whether or not they completed a specific goal such as making a purchase or signing up to a mailing list.
When you first start your research on what the best way to generate local leads is, you’ll notice that most take place online. Seeing as online strategies yield the best results, those are the ones we’ll be going over today.
Even if you already have some offline marketing strategies in place, you can still use your online campaign to supplement the results. One example would be placing a link to your website on billboards and flyers.
Let’s have a look at the best ways to generate construction leads:
1. Local SEO
You’ll find that local SEO is quite different from global SEO. The rankings are more dynamic and change far more frequently. While sometimes more competitive, local SEO can provide a higher ROI, with a large percentage of local search intent being driven by purchase and pre-purchase queries. In fact, studies show that 50% of consumers who find a store via local search will visit the store on that very same day.
If your business isn’t visible in the search results for your area, your brick-and-mortar shop will be losing potential customers to its nearby competitors.
Don’t miss out on all the new customers you could be getting, capitalize on the benefits that local SEO has to offer.
2. PPC (pay per click)
PPC is one of the few construction lead generation tactics that can deliver immediate results. That said, it’s important that you get every detail right, because poorly executed PPC campaigns can cost you thousands of dollars without much to show for it. As the name suggests, you pay for EVERY click a prospect makes on your advert, regardless of whether they convert to a paying customer.
Be sure to keep your ad spend low while conducting research. Split-testing to find the right audience is also a good strategy for the early stages of your PPC campaign, as is audience segmentation.
While the investment can be a lot, PPC is a great way to kick off your marketing campaign, providing you with critical data that you can use for SEO, social ads and more. PPC provides immediate results and feedback, as well as the ability to target and reach a wide audience.
While you may not be able to sustain a PPC campaign year-round, using PPC to boost your reach every now and again can greatly increase the results of your marketing campaigns. Consider hiring a PPC management company to optimize your spend and improve your conversions.
3. Social media
In our modern society, much of the business world is dominated by social media. Gen X and Y will often look to social media when trying to find a product or service, seeking “social proof” and feedback from other customers. Even small businesses understand the importance of social media marketing.
Nowadays, consumers expect all businesses, including those in construction, to at least have a Facebook page. Any construction company without one may be deemed poorly managed or untrustworthy in the eyes of their target audience.
Leveraging social platforms to engage with your customers and generate construction leads can greatly benefit your business. Having a social media page to announce new products and respond to customer concerns is crucial to maintaining your brand’s reputation and for connecting with your market in a way that they respond to positively.
Be sure to publish informational and interesting content on your chosen social media platforms. Remember that quality always beats quantity because people would rather read one good post per day than be spammed with fifty subpar posts every hour.
We hope you’ve learned a thing or two about generating construction leads by leveraging digital marketing. Bear in mind that the methods listed above aren’t the only viable ones out there, and that experimentation can lead you to new methods that better fit your needs.
However, if you do decide to take our advice, be sure to execute it in stages and measure results as you progress.
There’s a lot to take in from this guide, and while it is introductory in nature, our goal was to introduce you to online strategies that can be quickly and effectively incorporated into your marketing mix.
We suggest you start with one tactic or medium and move on to the next once you’ve been able to optimize and hone in the first tactic. It doesn’t matter which channel you decide to explore first, as long as you build a solid plan before you start spending money. And if you need additional assistance, don’t hesitate to reach out to us for advice, consultation or fully managed services to generate you construction leads daily.
Like stand-up comedians, you need to know your audience if you have any hopes of getting a good reaction. Most small businesses don’t have large marketing budgets to work with so it’s even more crucial that their limited funding is going to the right place.
It’s not how much you spend but how much value you get out of your investment.
No matter what you choose to do, always use forethought as it is one of the base elements of success.