The world of how construction companies market themselves and get leads has changed a lot over the past years. While it’s challenging with more competitors than ever before, it’s also easier due to all the resources out there for construction companies and contractors to generate profitable leads.
On one hand, you are going to be up against local, national, and even international competition for certain contracting jobs. That’s going to cause the landscape to become flooded with competitors looking to swipe as much business from you as possible and your marketing and advertising need to be really tuned in to have a chance at success.
On the other hand however, there are more opportunities, more tools, and more technology options available than ever before to generate construction leads.
The trick is to find a way to rise above the noise, to market consistently in order to be able to generate a lot more construction leads.
The Golden Rule of Lead Generation
The most important thing for you to understand about lead generation success in the world of construction is the value of “lead flow” and making sure that the start of your pipeline is always flooded with new potential projects.
Far too many construction companies and contractors end up marketing in spurts, running a whole bunch of new campaigns when they need business, then shutting off their marketing and advertising efforts when they are all booked up.
Only to start up all over again when they find themselves looking for new clients – rinsing and repeating the cycle over and over again.
Truly successful marketing approaches and lead generation efforts are evergreen, always looking for new ways to bring more people into your funnel even if you don’t necessarily have the opportunity or the ability to serve them right now.
It’s always better to have too many leads than to have too few and you don’t want to find yourself playing catch-up when business starts to slow down.
Construction Website SEO
You will not find a better way to get a better ROI than by focusing on your website’s SEO. SEO is a long term game but when the fruits of your labor finally pay off, it can take your business to the next level.
By focusing on your website’s SEO and making sure you’re doing things the correct way initially, leads will be coming to you at all times. If you can rank for certain keywords like, “construction company <city> or “construction contractors <city>” your marketing worries will decrease greatly.
Combining your lead generation efforts with SEO and ads (facebook ads and google ads), you’ll be sure to dominate the local industry in your city.
Expert Blog Articles
Everyone knows that you need to have an online presence of some sort to have real success in the world of business, but a lot of people think that they can throw up a “business card” style website with very little information and do nothing else.
Nothing could be further from the truth.
Potential prospects are going to be bombarded with marketing messages and advertising from all of your competitors. Competitors that are looking to bring them to their website, which may be loaded with helpful information, useful blog posts, and created in a personal and engaging style that convinces them to do business with them.
The only way to insulate yourself from this kind of marketing attack is to create even better content. Right expert blog articles on topics that your local prospects are most interested in, really trying to laser target your content to your perfect client, and you’ll see your leads start to increase significantly.
What we mean by laser targeted is that instead of writing a blog post on “How long does a roof last?”, write one aimed at your state, like "How long does a roof last in Michigan?".
DIY and Instructional Videos
Platforms like YouTube have totally transformed the way that companies go about creating video content and it’s a good idea for you to dive into this approach with both feet. DIY and instructional videos are particularly red-hot in the construction world for obvious reasons.
If you are going to go down the video marketing route, though, it’s a good idea to make sure that you have a regular content release schedule set up. The last thing you want to do is produce five great videos, ignore posting for the rest of the year, and then wonder why your leads have slowed to a trickle if they haven’t already disappeared completely.
Referral Marketing
At the end of the day, your best salespeople and marketers are always going to be happy customers that spread the news about your construction business far and wide.
Unfortunately, far too many business owners don’t really have systems or processes to follow to maximize the referrals that they are getting from their clients.
The hardest thing you are ever going to do in the construction business is convince complete strangers that you are a professional that has what it takes to get the job done right.
Once you convince one customer of this, it’s not too hard to convince another especially if that same customer is referring you.
The trick is to find a way to encourage and reward clients that are referring your business in a way that incentivizes them to do so as often as possible. Basically they handle the heavy lifting of your sales and marketing efforts for you in a way that’s way more influential than any advertising you do on your own.
If you focus on the details that we highlighted above you’re going to find it becomes a whole lot easier to generate construction leads on a consistent basis from here on out. On top of that, you’ll find that the leads you do generate are a lot more valuable – and a lot more profitable.
