Just as construction starts with setting a strong foundation, inbound marketing is born from a solid set of goals and strategies. 82% of construction professionals employ inbound methodologies, so let’s explore why it’s proven to be so successful in this industry.
The primary aim of inbound marketing is to create awareness about the quality and credibility of companies’ services, thereby creating relationships. This makes sense, since people want to work with construction professionals and companies they know, like, and trust.
In order to build a strong foundation, companies utilizing inbound tactics need to ask themselves:
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What are our goals?
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What are our current marketing efforts?
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What have we tried?
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Who is our target audience?
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Where is our target audience located?
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What are their problems?
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What are they looking for?
Once these questions are answered, it’s time to start building. Construct a smart and effective website with the right tools. A company’s website is the epicenter of all marketing activities. Marketing channels should be connected, in some way, to the website in order to measure and track the effectiveness of inbound marketing efforts.
After the website is set up optimally, you can then start creating traffic. By producing large amounts of helpful, valuable information, your target audience will be led to your website. Construction professionals can do this via:
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Blogs
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Website pages
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Social media
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Search Engine Optimization (SEO)
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Press releases
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Photos
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Video
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Webinars
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Presentations
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Targeted Emails and Lead Nurturing
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eBooks and Whitepapers
So, you’ve gotten your target audience to visit your website. Now it’s time to gain some leads – but how? Construction professionals can:
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Develop compelling offers (eBooks, webinars, free trials, consultations)
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Design eye-catching call-to-action (CTA) buttons
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Craft perfect landing pages (conversion pages)
Lastly, construction companies need to be able to measure their success in order to understand what works and what doesn’t. Measurement is the most important part of building an ever-improving marketing program. This can be done via:
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Website visitors
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Organic visitors
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Paid visitors
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Social media visitors
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Keyword rankings
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Inbound links
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Search rankings
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Number leads
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Source of the leads
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Activity of the leads
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Conversion rates
Inbound gets to the crux of the matter – providing people with what they’re interested in – and accomplishes this with methods that simply make the most sense. When individuals are looking to employ the ideal construction company, they need to be ensured that they can instill their utmost trust and that their goals will be accomplished seamlessly. Thanks, inbound marketing!
