Lead generation and conversion – the process of building relationships with qualified prospects regardless of their timing to buy your products and/or services – are the main priority for many companies, including those within the construction industry.
What are you doing to drive these conversions? How are you attracting people to your website? How do you keep people on your site so that when they leave, they will be coming back for more?
Many new visitors to your website are still in the early research phase where they are not ready to buy just yet. Bombarding them with sales messages at this time will only chase them away. Instead marketers should develop content relevant for this research stage, providing valuable information that helps prospects make a more informed decision.
A vital brand attribute for any construction company should be to build credibility and trust. Try answering commonly asked questions, providing downloadable product guides or technical information and blogging about industry news positions your company as a thought leader and trusted advisor in your field.
Prospects can engage with your content, giving them an insight into your business and how you work. Prospects want to believe that your construction company understands their problems and can offer a solution.
Plan your strategy
After understanding that a large proportion of website visitors will eventually end up buying a product or service (from you or your competitor), but not necessarily right away, you can plan how you are going to push them down that funnel. Lead nurturing helps ensure that your company is top-of-mind when prospects are ready to purchase.
A few questions you should ask yourself:
Do I understand my prospects’ buying cycle? It can be slightly different depending on your construction company and whether you are selling a product, a service or both. An effective lead nurturing campaign will involve the sales team to make sure that relevant content is produced to satisfy buyers’ needs at each stage of the purchase decision making process.
What quality content is actually needed at each stage? What do my buyers expect and what added value can I provide that my competitors can’t? Timing is also important so if buyers are simply looking for product information, make sure your product landing pages are optimised and relevant. If buyers want more in-depth information or need answers to a problem, a downloadable product guide or an online specification tool will satisfy this need.
Why am I nurturing leads? Is your main aim to increase sales or build customer relationships? The answer to this question will shape your campaign.
How will you measure your results? What goals are you trying to achieve? Your success should be measured according to outcomes so make sure you set your objectives before implementation.
Using social media for lead nurturing
Social media is a valuable addition to your lead nurturing campaign. It allows prospects to engage with you on another level and instantly keep up to date with company and industry updates.
If you are new to social media you need to start with the basics first:
Create corporate social media accounts that are active and updated regularly. Find members of your target audience and other influential industry professionals to connect with. Share interesting news, updates, questions and engage in relevant conversations.
A LinkedIn group and company account is a great way to connect on a more professional level. Start discussions and participate in existing ones because it’s a great way to share knowledge and leads have more insight and understanding of your company, what you do and how you work.
Do not be afraid to show a bit of personality on the platforms. People do business with people not robots. Join similar groups to the ones your leads are in to gain exposure and further demonstrate your expertise by helping out with questions and discussions.
Be quick with your responses. People do not like to be ignored.
Keep an eye on what your leads are talking about online and jump in if you can help them. This helps to refine and target your other lead nurturing programmes because you get insight into what they are interested in.
The objective of a lead nurturing campaign is to offer prospects a better understanding of your company offerings and assist them along their research and decision-making process. Define your objectives first so that your campaign is focused and measurable. Decide which communication vehicle is appropriate for your target audience and interact with them through that.
Nick Pauley (@Nick_Pauley) is the founder and managing director of Pauley Creative – The Digital Marketing Agency for the Construction Industry.
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