From my experience working with companies in major construction, the majority of people don’t fully understand the ways content such as; blog posts, videos and business listings can attract more traffic to your website and create potential customers, as they believe because they are in a niche market they therefore have no need to publish content.
One of the best ways to attract more customers is a concept called inbound marketing. Inbound marketing also known as content marketing helps draw more customers to you instead of you trying to bring in customers from a wide audience.
It’s important to have more specific messages when using inbound marketing rather than using general messages like you would in a paid ad.
General messages are meant for large audiences but specific messages such as FAQs and Blogs will help you get your message in front of the people who are looking for a specific service.
Specific messages show that you care about your niche and not just selling to anyone who will listen.
Content marketing is very beneficial for builders and companies within the major construction industry because most services in construction are very difficult to do and any small mistake could cause massive implications.
Construction is not as simple as just needing to find someone to cut the grass, there’s a lot of work to be done and it needs to be done the right way.
Prospects generally have many questions to ask, that is where content marketing comes into play as it can help you answer those questions quickly and efficiently.
Instead of waiting for your customer to come to you and then having to respond to each and every question, you should make a blog post or video answering commonly asked questions and post them to your website and social media platforms.
Answering commonly asked questions ahead of time will help attract potential customers and helps to show them you know what you are doing and that you are an expert in your field of work.
The Power of Content Marketing: Facts and Figures
In this age of technology that we now live in, many people would rather search for their answers online than talk to a real person.
Getting the answers from a search engine is more efficient and can be accessed at any time of the day.
According to Hubspot’s List of Marketing Statistics in 2017, only 29% of people were found to actually speak to a representative over the phone whereas 62% of people used search engines to find their answers.
Creating content through inbound marketing helps make the buying process easier for potential customers and increases the chances that they will make a purchase or contact you for your service.
According to Hubspot, companies that use content marketing generate almost triple the amount of leads per dollar that is spent.
Businesses that follow up on their leads found through content marketing make 50% more sales than businesses that don’t use content marketing. Using content marketing also saves the company money by generating more sales at 33% less cost.
More Benefits of Inbound Marketing for companies in construction.
Inbound marketing can also help with SEO (search engine optimization).
Most people use search engines like Google or Bing to look up things that they need. Statistics show that 94% of links that people click on are without paid advertising.
It’s not likely that you’ll reach the top of search results by paying Google or by using pay-per-click advertising.
Statistics show most people look at the top three search results to find what they’re looking for and only scroll further down if they haven’t found the right answers yet.
68% of clicks will be for the top three search results and almost 75% of users never end up scrolling past the first page.
Content marketing can increase your chances of ranking higher on the Google search results by creating more content.
It is pretty well known that the more content you create, the more chances you will be ranked for keywords in the top three search results. According to Hubspot, websites that have 51-100 pages on their primary domain will get 48% more traffic than websites that have less than 50 pages.
Another way to generate more traffic and to rank higher on search engines sites like Google is to list your company on online directories such as www.builtsearch.com.au.
Putting your name out there on as many sites as possible will increase your chances of attracting more potential customers.
If you only have your website on a single domain and not listed on any online directories, you’ll only be getting traffic from one search engine (eg google) and even that is only if your site ranks high within that search engine.
Using online directories will help you generate more leads because you can take advantage of the customers who are already using those platforms.
Construction is a very hands on and complicated industry so generally customers take a longer time deciding if they will buy and which company to work with.
Content marketing will help customers decide if you’re the right fit for them by reading your content and reading about your business ethics.
Content marketing can help cut the sales cycle in half by attracting more people interested in what you have to offer and speeding up the decision process as any questions they have are already answered before they make the choice to reach out.
While it’s great to have many potential customers interested in doing business with you, there’s going to be many customers that decide not to go through with the sale once they have found out more information.
Content marketing helps free up employees to work with customers that decide to use your service rather than answering endless questions from only potential customers.
- Inbound marketing helps you become an expert in the construction industry and helps attract more traffic.
- Content creation will help you save time by answering commonly asked questions and can speed up the sales process.
- Use SEO to help rank your website high on search engines and list your website on online directories to get more traffic.
- Inbound marketing is very efficient because potential customers can access this information at any time of the day, every day of the year and aren’t restricted to the hours you are open.
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