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Construction, Business - 5 min read
Senior Marketing Manager - Software
Jul 4, 2018 1:48:00 PM
Finding new leads is a constant battle for construction businesses. After all, many clients aren’t in a position to provide repeat business for new homes or offices. Most people just have a home or commercial building built once, and then they’re no longer in the market for your services.
That’s why it’s imperative that Australian construction businesses use tried-and-true lead generation tactics to keep the contracts coming in and the pipeline full. The following tips will help you to turn your business into a lead generating machine and ensure you keep plenty of work on the horizon.
In many cases, your website will be a potential customer’s introduction to your business, so it’s important that your website represents you well. It should be professional, polished, easy to navigate, and helpful.
Your website should also load quickly and be mobile friendly. More and more people are surfing the web on their phones rather than on their computers, so make sure that your website’s viewing experience is as friendly on phones as it is on laptops or desktop computers.
Your website should also reflect your construction company’s branding and mission so people know whether your business is a good fit for their needs. Make it easy for people to get in touch with you, and work on improving your search engine optimisation so you show up higher in the search engine rankings.
Some construction businesses find that it’s easier to network and get new leads when they focus on just one market. While it sounds counterintuitive to narrow your scope when you’re trying to acquire new customers, it can be a successful strategy.
By focusing on just one market, you can tailor your content, workforce, skill sets and equipment to just one area, which you can excel in. For example, let’s say Jones Construction develops a reputation of being good at constructing multi-unit residential buildings. When someone is looking to build an apartment building, they’ll likely contact a specialist first instead of seeking out a company that builds many different kinds of buildings.
Building an online contact database can be an effective way of generating leads. Offering helpful eBooks or brochures that people can “purchase” for the price of their email addresses is a popular way to capture this information.
Once you have their email addresses, create timely and helpful emails that you send out on a regular basis. Potential customers will remember you when they’re in the market for the services you offer because you have reliably shown up in their email inboxes.
Once you have your website looking good, it’s time to focus on your calls to action. They are the key to generating leads because they tell prospects what actions to take next. Otherwise, visitors wander aimlessly throughout your site without taking any action before they leave.
Every page on your website should have at least one call to action. The following are typical calls to action for construction businesses:
If you’ve used paid online advertising before, you know that it can increase traffic to your site. Retargeting is even more effective because it targets people who have already been to your website at least once.
You can target users based on which pages they have viewed on your site and invite them to do something based on the content of that site. You can also use multiple ads to create a narrative about your construction company, and each ad could tell a different story about why a customer should choose you. The customisation built into retargeting advertising allows you to improve your lead generation and reach the people who are most likely to pay for your services.
For more information on marketing your construction company, check out our popular ‘Building a Better Trade Business’ eCourse today.
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