There may come a point when your construction company hits a bit of a marketing plateau. You feel like you've tried everything and are all out of ideas to generate more leads.
This is especially defeating if that lull in lead generation comes when your competitors are crushing it. But no need to fear — there are a lot of marketing strategies you can try to not just get your company back in the game, but ahead of the game. They’re each beneficial for different reasons, but proven to give you that extra edge in the industry. Here’s a list of five great marketing strategies to set your construction company ahead of the competition:
01. Give Account-Based Marketing A Shot
If your construction company wants to improve marketing efforts and shorten your sales cycle at the same time, account-based marketing is the way to go.
Account-based marketing: is a strategic marketing tactic that focuses on developing highly-targeted marketing campaigns directed towards just a few "big-fish" accounts you know are your ideal customers.
From that definition, it may sound like a complicated process. I promise it isn’t. It actually makes things a lot easier. As an experienced construction company, you’re probably already aware of who some of your ideal clients are. With account-based marketing, you’ll pick a handful of them and create marketing campaigns complete with email marketing, ad campaigns, and more to directly target each one.
Essentially, you're putting your marketing efforts into just a few companies who you know, when they convert, will be the ideal fit for your business. It’s a great way to get bigger projects, which of course means more $$$ coming to you. You’ll see results, realize how effective it is, and start reaping the benefits pretty quickly.
Aside from that, Account-based marketing can:
Help shorten your sales cycle
Minimize cold calling
Make efficient use of your marketing budget
But wait — there’s more. The best thing account-based marketing can do for your construction company is provide your leads with a better customer experience.
It turns out that sales people aren’t the only ones who hate cold calling. Customers are in the same boat. They’re much happier when you give them some meaningful and relevant content to help them through the entire buyer’s journey.
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"You build it, I brand it."
02. Create & Maintain A User-Friendly Website
Say it with me: websites are not just brochures. Your website is often the first place potential customers will go to find more information about your company and its products or services. Therefore, it should be well-designed and offer them exactly what they’re looking for. If it’s just treated as a photo catalogue, any potential leads are likely to close the tab and move on.
In order to make your website stand out among your competitors’ sites, you need to provide consumers with the most engaging content and helpful information. Basically, they’re the researchers, and your website is the answer to all their research questions.
For this reason, it’s important to go back and think about your buyer personas while building your website. Answer all those who's, what's, where's, when's, and why's:
Who are they?
What do you they need?
What pain points do they have?
How can you solve their problems and direct them to the information they need?
Because...
What do you build when you help a customer in the exact way they need? Trust.
What do you get when you build trust with a customer? A relationship.