Getting Construction Marketing Right

8th August 2018 Ian Shield

Getting Construction Marketing Right

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Let’s get straight down to it, it’s time to junk the random applications of marketing and start realizing what must be changed. Instead of bypassing and ignoring the problem of construction marketing, we will help you see what’s good and what’s not working out very well.

We believe that marketing should unite and align every plan in the same direction along with your construction website, which is at the heart of your digital marketing strategy.

The Importance Of Lead-Generation

Let’s face it, the process of lead-generation starts when someone visiting your website and then clicking on your call-to-action. Your call-to-action should be located on one of your website pages and/or your blog. Whether your call-to-action is used to download products or asking for information that will lead them to the landing page. The landing page should have a form for collecting customer information, their email addresses, the industry they work in, and their job titles.

What you want this information for and how you will use it will dictate your business growth and your overall success. The next stage should be a more polished follow-up to make sure customers are aware of how you will help them and create a faster leads.

Unlike your typical website, which only offers company information, a lead-generation site is structured and developed so every page will lead potential customers through all the steps needed in order for them to reach the buying stage.

Properly structured should guarantee that the experience visitors receive will match what they need at a given time. Their requirements should include their level of interest and how much information they need to make a final decision, in order to make a purchase.

Take A Closer Look At Your Site

You need to put yourself in your customer’s situation. Ask yourself how well you think your site is performing? Is it useful for prospective customers? Is your site easy for visitors to navigate? Is your content producing results? These questions will help you decide the success of the site and where the weak spots are that need improvement.

Building Your Lead Generation Website

Unfortunately, many construction businesses fail to realize that building a website involves a great deal more than just a design and a launching date. The following will break down all aspects when creating a design plan or the concept.

Organize The Objectives Of Your Business

There are far too many businesses that when asked, cannot say why they need a website or even come up with a good answer. There are many construction businesses that have websites for different purposes. You must know exactly what your objectives are and how a new website will serve that purpose.

Layout to Prioritize Your Marketing Plans

If your goal is to sell more products online, you must show you are a leader to attract new customers or increase your lead generation. You need to lay out your goals and what level of priority they should be. This will help you define which call-to-action is required across your site to entice users to complete a specific step or goal. Discussions with your team will help guide the way the site should be designed and structured in order to move forward.

Evaluate Your Keyword Rankings

Are you showing up in searches by your keywords? Find out what your competitors are using for keywords to get higher rankings. All your content on your site has to constantly work hard to reach the people who matter. The bottom line, it doesn’t matter how great your website looks, if you don’t have effective SEO. You must outline what keywords are a priority along with effective content strategies to keep your SEO applications consistent and focused in order to move ahead.

You Need A Supportive Content Strategy

The content you create is the most crucial element, along with your CTA, to drive your marketing goals and encourage visitors to take the next step. Your content strategy must clearly state what type of content will be the most useful for targeting potential customers during different stages leading to the construction buying stage. Know how your website will support and keep your targeted audience engaged throughout the entire process. Will you focus on blog posts, CAD data files, case studies or other?

Brainstorming

Even though your content strategy should support your product and service, where will this content be located on your website in order to improve your users experience while navigating the site and keeping them engaged for a longer period of time? How will your content entice visitors to come back to your site and refer your site to others? Make sure your resource section is placed where your growing portfolio of content can be set up for the benefit of your site’s visitors and for search engines. This is the most valuable section for your lead generating website.

Useful Website Tools

The tools you implement should be very beneficial to your visitors. Will these tools provide technical support, product training or make the specification process easier? This could be a simple and effective system selector, a U-value coverage calculator, or a project portal.

Marketing Automation

There is a powerful tool called marketing automation that allows you to create a customer profile based on their behavior and then send an email that’s based on their needs. Every email you send will line up with key decision-making moments during the construction buying stage. Using a CRM that merges with your site will allow you to create additional offers for potential customers and engage them at a higher level.

Merge With Social Media

There is no doubt that social media is a MUST for promoting and sharing your content on your site to engage and attract potential customers. You can push the boundaries of your lead generation by ensuring you know the best platforms for engaging with your viewers and how social media is executed into your site’s design.

Website Design Optimization

Your website should express your brand in the very best light, but make sure you are not sacrificing performance in the name of good looks. In this day and age, your site should not only be optimized for computers but also mobile and tablet devices. You must ensure that visitors to your site are enjoying an excellent experience from all their devices. If your site is not optimized properly, your search engine ranking will suffer.

Integrate Analytics Software

There is no sense in spending your time and energy creating quality content if you are not using analytics software. How can you gauge success while continually improving? You need monthly reports about traffic levels, the success of campaigns, goal conversions, and how many times pages are being viewed. This helps you realize what actually works and what does not.

Short Blog Posts

No matter how much work you put into your website, without the right content it’s all in vain. Weekly, you must align your content with the best on-site terms. Ask yourself what your construction viewers are searching for that you can provide? Offer information or advice regarding new legislation that might affect a given product. Offer your viewers guidance for installations or how they will benefit from your service. When you create posts, on a regular basis, the content will distribute across your social platforms and improve your keyword ranking with search engines. Keep in mind, short blogs are much more engaging and digestible than long, drawn-out articles.

Present Your Expertise

Let’s face it, anyone can claim to be the best manufacturer or technical expert in the industry, but can they prove it? You must provide a range of projects you have worked on while providing excellent quality. Use high-resolution images to show off your skills and your experience. Let your viewers know the challenges that you faced and how your product was the perfect solution. Provide other additional benefits that were brought to the project.

Create an ebook And Whitepapers

This has got to be one of the best ways to show off your skills and knowledge. Ebooks are perfect lead generation techniques to get viewers’ emails addresses and other information from your campaign landing page. Whitepapers will let you create expert technical content on any given topic including changes in different construction regulations. This format is very enticing to your technical viewers.

Newsletters

Through your newsletters, you can offer practical, educational material including the current industry changes and trends to your construction viewers on a regular basis. Also, link them to your webinars, blog posts, and other content.

Your Videos

Videos are excellent for engaging your audience regarding your expertise and current blog posts. You can easily create an interview with a contractor who worked with your products on a construction site.

Your Product Pages

Your product pages should describe your products clearing and accurately and what they are used for. State the advantages of each product and their unique selling points. Let viewers know what step they should now take. Read more about creating good product pages on our blog.

Web Page Search Optimization

Keep in mind, you must ensure your construction products site has been developed to give users a navigation that is flawless and consistent. Good optimization will offer them a smooth transition from one stage to the next. This is done by ensuring they land on the page that is most relevant to their search. You do not want visitors having to go to the home page and search for the content they are looking for.

Without a doubt, when you create a website page this is helpful and relevant to keywords, you are increasing your chances of getting a higher ranking in searches.

Also, use keywords in the names of your categories and sub-categories that will benefit your pages along with the pages that are listed inside them. It is really critical that your website structure is set up properly during the planning and development phases.

What Search Engines Consider Relevant

Content should be determined by the theme and how accurately it matches the text on the pages, titles, and descriptions.

Your Site’s Performance Ranking

Do your visitors experience a site that is fast and works the way it should? You can run a test using various tools such as Google Speed Tester as well as Google Analytics, GTmetrix, and Pingdom. You should test your site’s performance on a regular basis.

Are You Seen As An Authority

Are your site and content good enough to connect with other sites of authority and, in turn, they use your site as a reference point or to quote information you have on it? You can check the quality of your referrals using Google Analytics and compare another domain’s level of authority using their Moz research tool. Being informed and checking out other sites that have referred your site is another critical step in making sure your site is on the top of the list.

The Experience Of Users

Stand inside your user’s skin and ask if your site is easy to navigate through. Does your site have the proper security so visitors feel safe? Does your website have a high bounce rate? You can use certain tools like Hotjar, SumoMe, and Sessioncam to better understand a user’s experience. Once you understand what your users are experiencing, you can make any needed changes or just tweak something here and there.

Make sure your website pages are correctly optimized for search

The title of your page must have a great balance between SEO and readability. Your page must grab your visitor’s attention, hold their interest, and include the right keywords that visitors are searching for. One of the best ideas for blog posts is to include a number in your title such as “10 Best Techniques For Using Our XYZ Tool” or “The 10 Best Suggestions For Installing A Skylight”.

Implementing The Best Keywords

It is absolutely imperative you implement the best keywords across your entire site. Your keywords should connect what the searcher is looking for and the information shown on a page. You must make sure the keywords you want are included in the first one-hundred words of your content. You also want the primary and secondary keywords featured in the body copy. That said, do not sacrifice the quality of your copy in order to include every possible keyword under the sun.

The Unspoken Value Of Your URL

Too often URLs are underrated but are actually very critical for a page. Your URL will show up in search results and should provide added value to your keywords. Your page’s URL should be short and to the point, using the main keywords for the page.

Your Meta Descriptions For A Page

Meta descriptions should be short explanations of the web page’s content. These descriptions are used for search engine results with a short preview display for a certain page. Try to add a summary with keywords along with a call-to-action that the viewer can expect to get from this page.

The Importance Of Your External Links

Where you place your external links to connect to other sites will affect the trust visitors have placed on you and the relevancy of your content. If you link to a site that is low quality or not relevant to your industry, you will be seen by Google in a negative light. Low-quality sites will also seriously damage your ranking. Before linking to another site, learn all you can about them and if they will have a positive or negative impact on your site.

The Importance Of Your Internal Links

Your internal links dictate how well users can navigate around your site, establishes information hierarchy for the site, and increases ranking with search engines.

On-site search optimization is not just about text, it should include PDFs and uploaded images for the best results.

About Alt Tags

Alt tags offer written information and a succinct description of your image. They also provide greater accessibility. A screen reader will read the alt tag to explain the image to the reader.

SEO – Off-Page

Your off-page SEO Authority will be determined by the number of quality websites that are linked to yours. As other sites link to yours, Google will note each link as a positive view of your site. As a reward, you will receive a boost up in your search rankings.

In order to increase your ranking over competitors and reach Google’s first page, continue to create your inbound links and over time, you will gradually build authority with the right people.

Continually growing for long-term success is a never-ending challenge. You must constantly research keywords, how your audience reacts, the natural changes that will take place over time, and how searchers will search will also continually change. You must weight your keyword and discover other keywords that you are competing against.

Social Media To Increase Your Visibility

You must place social media images on the header or footer of your web pages. This will allow visitors to find and connect with your social profiles. You should link these image to your business social media pages to entice others to connect with you and get the latest updates on the industry and your site.

About Social Sharing

Social sharing buttons allow readers to share your content among their networks. Visitors will offer valuable information regarding products and services on your site as well as refer new viewers to come and check out your content.

Social CTA

A call-to-action can encourage others to join certain networks or share content over a network including showcasing the industry’s statistics, and give them a good reason to click and connect to exclusive information, the technical forum on LinkedIn, or daily tips.

Other Social Media Tips For Visibility

Your website structure, categories, and product pages are all optimized for searches, so how can you ensure targeted people will find your website faster? Even though your online buttons will help visitors connect through various channels, you must step up to the plate and connect with others, build relationships, share knowledge, add more value, have good content, and have links back to resources. You will find so many opportunities to promote your site and generate new visitors by connecting with groups on Twitter, Facebook, YouTube, LinkedIn, and Pinterest.

Architects are very active on Pinterest and its popularity is on the rise due to their visual-based platform that offers inspiration for future projects. Also, architects use Pinterest to share information with their own audiences or to contact with a business if a have product that interests them.

Instead of trying to connect with all social sites, you should find out where your targeted audience hangs out and then connect with them.

In A Nutshell

Just having a simple branded website is not enough anymore. You must step up to the plate and educate and engage with your audience. Manufacturers are building the products in record time during their everyday activities thanks to new technology and the digital world. You must ensure your business will remain at the front of the line. If you listen to their questions, their concerns, and their endless challenges, you will be able to help them out with your experience.

You need to attract your business leads, share your knowledge and expertise, continually increase your brand’s visibility, and even more importantly, increase your business growth by creating a lead-generation website that will work perfectly for your construction business.

Always remember, your leads are only as great as the website that created them. Always make sure your leads have the knowledge they need to make intelligent decisions and are eager to meet your call-to-action. The only way you can help visitors to your site is listening to them, providing them a solution for their particular problem, and offer great advice.

Increase traffic to your website by utilizing social media sites such as Pinterest, Facebook, LinkedIn, and Twitter. Find forums that are in your niche and get involved. Find the social media sites that are populated with leads that are in your industry and build lasting relationships.

Every day, just put another foot forward and head toward the future. It’s not going to happen overnight, but if you stay focused, realize what you need to do to make your website high in ranking and bringing in enormous flows of traffic. Sooner or later, you are going to get the results you are looking for with your new lead-generation website and implementing everything we have gone over.

 


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