If your construction company doesn’t have much of an online presence, it’s safe to say you’re missing out on quite a bit of business. Maybe you’re wondering why leads have slowed 🐼or dried up altogether. Or perhaps you know you need to improve your website, but you’re un🍒sure where to start.

The one thing you must come to terms with is that buyers’ purchasing habits have shifted. 

Gone are the days when magazine ads and cold calls could be relied upon to drum up more leads. If your website doesn’t answer your buyers’ questions or address their challeng🎀es and offer solutions, it reduces the chances that clients will find you and feel like they know you enough to hand you their business.&nb♈sp;

Great 168极速赛车官网:website content has the 🎀power to move the sales needle more than we often give it credit for.

In this article, we’re going to teach you how your construction company can increase leads and revenue with inbound marketing. These tips have helped 168极速赛车官网:hundreds of companies not only grow their o꧒nline presence, 𓃲but also dramatically increase their revenue by addressing topics that buyers ask but most businesses won’t cover.

We’ll explain how these cons🍸truction businesses used their inbound marketing strategies to meet their business goals, incl𓃲uding:

• What inbound marketing is and how it can help your construction company.
• How to create inbound marketing content to attract prospective clients.
• The role of search engine optimization (SEO) in boosting your metrics.

That way, you can be surඣe to build your content in a way that generates the best🐈 results for your business.

Here’s what to know.

What inbound marketing is and how it can help your construction company grow

168极速赛车官网:Inbound marketing is a marketing strategy that relies on creating content — such as blog articles, videos, newsletters, and social media content — to educate and build trust with buyers. It’s unlike traditional marketing methods such as billboards, magazine ads, and direct marketing (also called outbound marketing) because instead of reaching out and interrupting people, you are providing educational content that brings potential customers to you. 

This method has become popular because it aligns better with the way your buyers research their option🧸s. (Hint: they’re searching online! And if you want to be found, you need to be there too.) Not only that, but it’s🗹 also a more cost effective strategy for business growth. 

As HubSpot reports, prefer to make their business decisions based on what they learn from an in-depth article rather than what they see in a fleeting advertisement, which is now thought of as more intrusive to buyers than helpfuꦿl. 

By creating custom content that focuses on the problem your buyer is experiencing, why they’re experiencing that problem, and how you can help them solve it, you build trust with buyers and establish yourself as a major thought leader in your space.

This is a powerful marketing approach because people want to 168极速赛车官网:buy from companies they trust. With the right inbounꦓd marketing strategy, your prospects will be learning about their problems and how your business can help them eliminate these major pain points ܫin a way that builds the trust needed to make that final purchasing decision.

I❀n short, your buyers are doing the research on their own, and if you don’t have a strong online presence, the chances they’ll find you diminishes greatly.

Now, you might be thinking, “But our business is largely word of mout🐓h.” And we get it, but with inbound marketing, you’re basically by attracting buyers that would never have heard of you otherwise — word of mouth or not.&nb꧙sp;

If you really want to grow your business in the digi﷽tal age, inbound marketing is a game-changer. 

Inbound marketing and the buyer’s journey

With inbound, you can get much ♕more targeted wi♍th your marketing strategy.

You can do this by creating content that aligns with your target audience’s buyer’s journey, which are the steps your prospects typically take as they learn about and consider your pr✱od🅺ucts and services.

It can vary from industry to industry, but there are typically three🐽💦 main stages to the buyer’s journey:

1. Awareness stage: Your prospective clients have a problem they want to solve — such as “How much will replacing my windows cost?” — so they search online for possible solutions. 
2. Consideration Stage: Once your prospects understand their problem, they begin researching all the differences between their options so they can consider them all (pros, cons, costs, etc.). 
3. Decision Stage: Your prospects have narrowed down their options and must decide which construction company to purchase from.

Anꦗ effective inbound marketing strategy for your construction company will:

• Offer prospects content that talks about their pain points early on in their buyer’s journey. 
• Lead them along and continue to educate them as they consider their options. 
• Help them feel comfortable about making a decision once they’ve weighed all their options.

It’s a delicate balance, but once it’s struck, the content you create can nurture and educate your leads while helping them realize how much they want to work with you.

But the trick here is that your content can’t be salesy. This means you can’t throw content out there that says, “Pick us,🥀 we’re the best. We’ve been in business for 30 years now and we really know what we’re doing!”

Yo𒐪ur buyers don’t want a sales pitch. They w🦩ant information.

Teach the💯m how to solv𓆏e their problems, for example:

• How do you hire the right construction company for your project?
• What should I know about construction timelines and cost?
• What are the steps to properly plan and design your construction project?
• How do I find a sustainable construction company?
• What is job order contracting?

When you get in-depth with your content, prospects get to see how well you know your stuff and will either see themselves out of the sales pipeline if they’re not a good fit (you don’t want to waste your time on 168极速赛车官网:bad-fit prospects anyway) or🔜 reach out to you for more information. 

How to create inbound marketing content to attract prospective clients

Now that you know what inbound marketing is and why it’s important for growing𝓡 your business according to today’s buyers, it’s time to start thinking about how to create content.

What type of content will actually attracꦉt buyers 🎃to your site?

The main rule of thumb is that you want to focus on your prospects’ issues, pains, and problems and how you ca🔯n help solve them, not how wonderful you are as a bus🍸iness (which is what a lot of businesses do).

Your content should follow the 80-20 rule: 80 percent addresses your buyer, and 20 percent explains how you can help. This will help you 168极速赛车官网:create quality content that your prospects are looking for and focuses on what matters to them most. 

5 inbound marketing topics that drive traffic and build trust with your buyers

If you want to build trust with prospective clients, tওhey need🌳 to:

1. See you as the authority in your industry. 
2. Believe you have the answers they’re searching for.

We recommend addr𝓡essing every single question you hear — no matter how insignificant it seems to you — and answering it on your website as honestly and thoroughly as possible. 

But first, there are five main topics your buyers want you to cover, no matter the industry you serve.

These topics are called 168极速赛车官网:The Big 5, and they include:

1. Cost: When we land on websites looking to purchase goods and construction services, one of the first questions we want to be answered is: “How much do construction projects like mine cost?” Yet inevitably compani💯es refrain from providing prospects with this information because they’re afraid the competition will find out what they charge (your competition already knows, by the w🦩ay) or that it will scare people away. If there are costs that go up or down depending on supply and demand issues, materials, or anything else, explain them. 

Buyers will appreciate your honesty.

2. Problems: Before people ♚hire 💦construction companies or sign building contracts, they want to know the potential problems that can happen when working with you.

Your buyers will ask questions such as:

• How risky is it for commercial buildings to be constructed on clay soil?
• How can you be sure your construction company hired a skilled subcontractor?
• Will the construction project face rising materials costs midway through?
• Are there additional taxes for adding square footage?
• How do you keep on top of building codes and regulations?

When you understand how your🐎 customers think and can address these concerns before they come uꦓp in conversation, your clients will trust that you have their best interest in mind.

3. Reviews: Buyers love reading reviews and comparing their options for products, services, and companies. The trick here is🎐 to be as unbiased as possible and share true ratings. If there are negative aspects to your products and services, explain them and provide tips for your buyers to avoid common mishaps. It addresses the potential pitfalls of your offerings and also shares how your customers can avoid experiencing buyer’s remorse. 

4. Best-of lists: People always want to know whic🃏h options are the best. Writing articles such as “Best energy-efficient construction companies in Tampa” or “𒈔Best commercial renovation ideas.” Focus on your industry and area of expertise to attract the most relevant buyers.

5. Comparisons: People always want to compare their options. Make it easy for them by comparin🐼g your products and services to your own and also those of your competitors. Your buyers will feel like you’re helping them make the best choi𒁏ce possible and will appreciate your candor.

You can address these topics🐻 in blog articles. The more questions you answer, the more helpful your prospects will find your websitไe — especially when you are open and honest with your content.

Take our IMPACT course to learn more, and for more topic ideas, read “19 Business Blog Topics Your Audience Wants You To Write ♒About.”

7 content marketing videos that build trust with your buyers and fill your sales funnel

As you flesh out your inbound marketing 🏅strategy, one of the most impactful elements you can add to the mix is video.

According to , 88% of the people surveyed said they bought a product or service after watching a company’s video. It also shows that about 80% of marketing teams that use video generate more leads and sales — and a stronger ROI.

In by Vidyard’s Tyler Lessar and IMPACT’s Principal Marcus Sheridan, you can read about construction company Gordian’s wildly successful vi💟deo campaign that brought in $20 million in qualified deals and $6 million in revenue.

As their in-hoꦰuse video producer, Glenn Hughes, explains:

“Our goal in marketing is not just to generate marketing qualified leads (MQLs), but to also move thꦯe needle by guiding a prospect through the buyer’s journey so we see the i🦹mpact to our bottom line. We decided video would be the most useful media for achieving that goal. It allows us to humanize our brand, products, and stories and it provides us with detailed analytics for tracking engagement.”

Whil🉐e marketers everywhere will agree video is an important aspect of inbound, most of the companies we speak to don’t know where to start. 

Beginning with 168极速赛车官网:The Selling 7 will give you the headstart you need. These videos create connections with your🗹 buyers as they educate them, and they’re designed to attract more good-fit leads. 

Here is what they include a💝nd why they’re so effective:

1. 168极速赛车官网:80% videos: Take the questions that your sales team gets asked over and over again, allowing you to answer them thoroughly in a video that you can forward to prospects before your sales calls. Thꦡis shortens your sales cycle because instead of expla💞ining these questions each time, your sales team can instead jump into your prospects’ issues more specifically.

2. 168极速赛车官网:Bio videos: Have all of your client-faci🌃ng employees create a bio video that explains who they are, what they do for the company, and what they enjoy outside of work. This gives prospects a sense of who your team is before you even meet and helps build stronger personal connections.

3. “Product or service” fit videos: These videos not only explain your products and services, but also give buyers information on who is a good or bad fit. For example, 𝕴maybe your construction company constructs commercial buildings using high-grade steel and you don’t use other materials. Explaﷺining that if the buyer is looking for cheaper materials, your company might not be the right fit will weed out your bad-fit prospects from the start and attract those good-fit ones. 

4. 168极速赛车官网:Landing page videos: Whenever people land on your site and fill out a form, they are wary of sharing their information. Who will you be selling it to? Will they be getting a million emails and unsolicited marketing content? Include a quick video that explains exactly what will happen when that person fills out the form. We have seen these simple videos increase conversion rates by a𒁃s much as 80%.

5. Cost and pricing videos: Remember how we explained the importance of addressing cost in your blog or on your website? You can use video to convey this information too. Explain the market and how the different supply and demand issues in your industryꦺ affect your pricing and give prospective buꦿyers all the options. 

6. Customer journey videos: While many businesses use testimonials to attract new buyers, few use this storytelling technique which is even more effective. These three-part customer journey videos allow your customers to explain their initial problem and why they reached out to you, how you helped them solve their problem, and where they are today. This shows pro🌳spects empathy for their problems and that you’ll be able to help them too. 

7. “Claims we make” videos: Most companies have claims they make about their bus♐iness, such as “we are the best at building energy-efficient structures” or “our staff is highly skilled.” Use these videos to prove you are what you 💫say you are. It’s similar to an “about us” video, but shows proof of your claims to back them up. 

Watch our course to get a deeper sense of what these videos are and how to create them, and read for even more video marketing 🦄info and how-tos. This book is especially useful for digging into the technical aspect of video marketing and showing how s♌everal businesses have grown by incorporating video into their marketing strategy and website. 

Inbound marketing examples from the construction industry

Now that you know the different topics you can address for your construction marketing straജtegies, here is some inspiration from other construction firms that are𝔉 using inbound the right way:

IMP✃ACT client Dalinghaus Construction serves both residential and commercial sectors and focuses on bringing high-quality🍃 work and foundation repair to the Midwest. 

Their blog has great examples for how to approach Big 5 content, such as their best-of article “” 🍨and the problems article “.”

We particularly like their article about the , which will show you how to talk about the🦩 different factors that af𝕴fect cost and give ranges without committing to a certain price.

One of IMPACT’s most successful case studies, 168极速赛车官网:Mazzella Companies, is a Cleveland-based company that offers several different solutions for the co💯nstruction industry.

One of their divisions offers lifting and rigging equipment, and i🎃ꦓs a great place to go for inspiration.

When yoꦅu create all your inbound marketing content, where should it live? 

You will need to set up a 168极速赛车官网:learning or resource center to function as the center of educational materials so they’re e🗹asy to find.

Gordian is a company that creates technology and software for construction companies looking to simplify their estimating processes, project🤪 planning, and procurement. 

Their resource center is a great examp🐲le of how 🅷to organize and assemble all your inbound marketing content for a great overall user experience.

The role of search engine optimization in boosting your metrics

One of the benefits of answering your buyers’ questions 🃏on your website is you don’t have to give too much thought to search engine opt♛imization (SEO). This is because if your buyers are asking your sales team these questions, others also have these same questions and are searching for the answers online too.

Despite this, it’s important to focus on attracting🐬 not just any traffic to your website, but the right traffic. As such, w𒀰ill help you here.

These SEO best pra🌜ctices will help you understand how to use keyword research and other SEO tools to hit 🐎your traffic, leads, and sales goals:

1. Develop content based on target keyword research

Keyword planning tools such as , , and will help you be sure the topics you’re covering and the keywords you’re using are going to get found by search engines. Certain keywords and phrases will rank better than others and bring in better-suited traffic, so be sure to use keyword rese💃arch as you plan your inbound marketing plans.

2. Use effective header text and meta descriptions

Your header text will show search engines the structure of your content and help them categorize your text. While metadata is not used in the ranking algorithm like header texꦬt is, it does serve the purpose of enticing readers to click through to your content via the search engine results page (SERP), as highlighted in the example below:

For this reason, make it as informational and click-worthy as possible without being too gimmicky. Clarity and helpfulness is the way to go here.&nbs🧸p;

3. Optimize all images 

One of the worst things you can do for SEO i🥃s to load your website with a slew of large files that will slow your loading speeds and frustrate your prospects. 

Tools such as , , and ও, can help you be sure the visuals and 🀅files you’re using are the proper size and not bogging down your site.

4. Include a number of internal and external links

When you link your content to other relative pieces of content on your site, it helps search engines piece together the topics you cover and how. Also, link to outside sources so it’s not all about your site and no one el🅠se’s. 

In our free course, , our director of SEO, Kevin Church, explains the fundamentals in more depth. You can also read 9 SEO Best Practices for Stronger Organic Traffic to dive into this topic a bit deeper.

Become the No. 1 thought leader in the construction industry with digital marketing

At the end of the day, trust is the reason most people will give you their business, and inbound marketing is the answer to building that t🌌rust. 

By educating your aud🉐iences on what it is your construction company does and answering all the questions your prospects have — even thꦓe difficult ones! — you’ll be well on your way to creating more brand awareness and, as a result, growing your traffic leads, and sales.

It’s our mission here at IMPACT to help 168极速赛车官网:businesses like yours reach their revenue and business goals by mastering our effective inbound marketing framework called They Ask, You Answer. 

While siꦬmple♎, it isn’t easy and requires a lot of consistency and work — but there’s no better feeling for us than seeing the incredible results this framework helps produce.

To learn more about our digital marketing services, schedule a call with our advisors who can answer a𓆏ll your questions and help you get started 𝐆on your very own inbound marketing journey.