Could anybody advise me about implementing inbound marketing in the construction business?
Our client is a construction company, oriented to getting their projects mostly through open calls. Could anybody advise me about implementing inbound marketing for such a company? Any suggestions?
Can you explain a bit more please as need some more info like are you targeting B2B or B2C clients? How are the calls backed up with / what is the current sales process etc.
Here is a link to a software program I am currently marketing I believe will be a solution to your Question.
Perfecting the inbound model is a challenge that constantly changes due to the nature of mobile vs web and how best to target and also market factors which you cannot control.
We have been asking this question of our business and what we have found to be really useful is a review of the following:
1) what is out customers journey when looking for our products and services
2) What is their compelling reason or trigger point for wanting to buy
3) At what stage do they move from research to human interaction
3) Who are the researchers, buyers, influencers and decision makers
We then mapped this process across 5/6 personas which helped us put a human element to the "inbound lead". We are now building a new website, content, social media strategy all focused on the personas and journeys.
This is combined with the traditional approaches:
4) Social media
It can be a time consuming challenge but it is defiantly worth the effort
inbound marketing is the best and affordable way to attract customers from local area + national + world wide because inbound marketing mainly refer content based and video and all that internet marketing tactics. So any people visit your blogs, video and content read. but its good and affordable way to get attention of customer. in contrast outbound is very costly and in marketing there is no guarantee for business as per your thinking. marketing is one kind of cheese.
Simplest way is to contact call centers that work for multiple companies and offer a percentage of the sales revenue as commission. Otherwise it is entirely possible to set that up with a few new hires and a decent phone system if you have adequate space or can manage telecommuters. Try looking through flexjobs at similar arrangements and see if that seems more appropriate for the volume you expect.
I wrote a blog post titled, "So Your Niche is Boring, But Why You Still Need to Be On Social Media," and though construction is far from a boring niche, it is a common one. From that blog post, I thought these two bits of advice might help, as how construction firms are bound to have a plethora of old brochures, flyers, models, pictures, etc. lying around...1. Utilize ALL of your resources! I guarantee you, within every piece of information you have, there is a blog post, infographic, data image, video, flyer, brochure or other piece of content waiting to be created.
2. Think about how you can spin that information so that it relates to a current trend or fad.
Hope this helps!
I currently market for a few construction companies, a painting company and cleaning companies, and so far this advice has worked well!
For the full article, check out http://cliffhangercontent.blogspot.com/2014/05/so-your-niche-is-boring-why-you-still.html
Inbound is very involved and if you can, get your inbound certification from HubSpot. It will answer many of your questions.
If you follow the inbound methodology, You would follow a process similar to this.
1) Create detailed buyer personas so you understand why people would buy from them, what their pain points are and what would make them happy to want to do business with the company.
Personas should detail all the specific problems this construction company helps it's customers solve. The content they need to create should be 100% focused on the needs of their buyer personas.
2) Set SMART goals and initial strategy
3) Perform a content audit and align existing content to one of the 3 stages of the buyers journey. 1) Awareness, 2) Consideration, 3) Decision. Once you do this, you will see where you have gaps in content.
4) Content creation. Now that you know where the gaps are, start to create new content focused on each of your buyer personas. This includes entire campaigns that could include ebook offers, blog posts, videos etc. The goal of their website should be to create a resource hub for their client. In order to create the right content, you need to really understand their target buyer personas.
Hope this provides you with a starting point.
Hey Andrej, take a look at these two short videos. The Video FAQ Series is a great model for so many businesses. Its framework and implementation strategy for inbound are also sound for other types of video series. You might also enjoy other videos in my series on Video SEO. Feel free to contact me with any questions. http://artiemedia.com/what-is-a-video-faq-series/ http://artiemedia.com/how-do-i-use-a-video-faq-series/
Hi there!! I'd be happy to give you some advice...essentially the industry is irrelevant. Great to see so many diverse industries wanting to use inbound marketing!
Essentially what you need is a good understanding of your customers (so a database of some sort and the ability to analyse your customers and know what to offer different types/segments of customers). Very important to start with a good understanding of your customers so that you can present the right offers for them on inbound calls.
Then you need to devise a simple way of presenting offers on inbound calls to the team that deals with customer calls.
This could all be done in Excel if your database isn't huge. If you're talking millions of customers, then you need more sophisticated programming skills.
Feel free to get in touch if you have more specific questions about getting this up and running! Good Luck!
Are you using any SEO to drive traffic to your site? Does your site have sign up forms or calls-to-action? Our Email Marketing software allows you to build HTML forms to drop on your site that will add interested recipients to your marketing list. Sending out regular communications with your clien/prospect list is a huge piece pf the digital footprint. Feel free to reach out for a conversation.