Online marketing is a must in today's construction industry. Overwhelmed trying to figure out what you'll need? Start by making sure that your online marketing plan includes all of these:
1. High-quailty content.
Content is at the core of a successful digital marketing campaign. Prospects are likely to peruse a dozen or more pieces of content before they make their first phone calls to talk to local construction companies. Show your expertise and build trust with content by answering questions, explaining techniques and showing why your company deserves the job.
2. Multiple types of content.
A blog isn't enough. Often, multiple types of content are needed to attract and engage prospects. Consider adding video, infographics and premium content like ebooks and white papers to your mix. According to one study, infographics were liked and shared three times as often as other types of content. In-depth content like ebooks can be a strong motivator when selling construction services in the business-to-business market. Videos can be especially effective with mobile users who are not as likely to want to read large amounts of text.
3. SEO best practices.
Are you up to date on the best recommended practices for SEO? Pages should be optimized with enticing meta descriptions, descriptive page titles and good use of keywords. Make sure that you are not using any old or disproven techniques like keyword stuffing or backlinks from spammy sites; while some bad techniques are merely ineffective, others will actively hurt you.
4. Mobile-friendliness.
Does your site have a mobile version or use responsive design? With more and more people using tablets and smart phones, sites that are easy to use on mobile are a must. Plus, Google has started including mobile-friendliness in the new ranking algorithm they launched on April 21 of this year. If your site doesn't work well on mobile, it can keep you out of the top 10 of the SERPs.
5. Intultive and easy usability.
Is it easy for visitors to find your list of services and the best ways to contact you? Does every piece of content make life a little easier for the user? Is your site easy to read and navigate? Do pages load quickly and completely?
Some signs that your site may be tough to use include low numbers of repeat visitors and high bounce rates. If your site is not performing as well as other sites in your industry, consider making some changes to make the site friendlier to users.
6. Multiple conversion paths.
Just having a site on the web is not enough. You should create conversion paths for every type of buyer. Make a list of all of the customer types you have and craft a conversion path for each of them. Don't churn out cookie cutter content. Create a unique email series or blog post series to fit each buyer persona and to address them at every stage of their buyer's journey.
7. Strong CTAs.
You don't need a call to action (CTA) on every blog post and article on your site. But, you do need clear and compelling CTAs on your home page, about us, contact page and every landing page you create. According to HubSpot, increasing your number of landing pages from 10 to 15 results in a 55% increase in leads. Create a page specifically for each promotion in order to make a simple and compelling argument in favor of that service or deal.
A strong marketing presence does not occur overnight. You'll need to take time to develop content and to stake out your place on the web. But, by carefully grooming a strong and compelling web presence, you will find that your customer acquisition costs drop and your customer relationships are stronger and longer lasting, leading to lasting success for your construction business.
Sources: http://intuitivewebsites.com/articles/three-steps-to-an-intuitive-website/ , http://blog.hubspot.com/marketing/topic/landing-pages , http://www.quicksprout.com/2014/04/14/how-these-15-types-of-content-will-drive-you-more-traffic/
Photo credit: ocd007 / Foter / CC BY-ND
Photo credit: Sean MacEntee / Foter / CC BY
About Ellen Morrison
After studying to become an Auror at Hogwarts School of Witchcraft and Wizardry, Ellen decided to put her skills towards helping businesses grow through the Inbound Marketing Process. In her free time she loves to hike and explore the outdoors, while at the end of the day curling up with her cat, Champ, who is truly a champion.
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