The construction industry is experiencing a shift in how businesses attract and convert clients. Traditional marketing methods like magazine ads and cold calls are no longer as effective as they once were. Instead, the focus has shifted towards inbound marketing, a strategy that leverages online content to attract potential customers and build trust. This article will explore how construction companies can use inbound marketing to boost their business success.
Understanding Inbound Marketing
The Buyer's Journey in Inbound Marketing
Creating Inbound Marketing Content
The Role of SEO in Inbound Marketing
Inbound Marketing in Action
How Velocity Can Help Construction Companies with Inbound Marketing
Inbound marketing is a strategy that relies on creating valuable content to attract potential customers. This content can take the form of blog articles, videos, newsletters, and social media posts. The goal is to educate and build trust with your audience, rather than interrupting them with direct marketing messages.
Inbound marketing aligns better with the way modern buyers research their options. According to HubSpot, 80% of B2B decision-makers 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. By creating custom content that focuses on the problems your buyer is experiencing and how you can help solve them, you build trust with buyers and establish yourself as a thought leader in your space.
The buyer's journey is a crucial concept in inbound marketing. It refers to the process that a potential customer goes through from the moment they realise they have a problem to the point where they decide to purchase a solution. The journey typically consists of three stages: the awareness stage, the consideration stage, and the decision stage.
In the awareness stage, prospective clients realise they have a problem and begin searching online for possible solutions. In the consideration stage, they start researching all the differences between their options. Finally, in the decision stage, they decide which construction company to purchase from.
An effective inbound marketing strategy will offer prospects content that addresses their pain points early on in their buyer's journey, lead them along and continue to educate them as they consider their options and help them feel comfortable about making a decision once they've weighed all their options.
The key to creating effective inbound marketing content is to focus on your prospects' issues, pains, and problems and how you can help solve them. 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 create quality content that your prospects are looking for and focuses on what matters to them most.
Search engine optimisation (SEO) plays a crucial role in inbound marketing. It helps ensure that your content gets found by the right people. By using keyword research and other SEO tools, you can attract not just any traffic to your website, but the right traffic. This includes developing content based on target keyword research, using effective header text and meta descriptions, optimising all images, and including a number of internal and external links.
Several construction firms have successfully implemented inbound marketing strategies. For instance, Dalinghaus Construction has a blog that addresses Big 5 content, such as their article about the cost of foundation repair. Mazzella Companies, another construction firm, has a YouTube channel that serves as a great source of inspiration for creating inbound marketing content.
In conclusion, inbound marketing is a powerful tool for construction companies looking to grow their business in the digital age. By focusing on educating and building trust with potential customers, you can attract more right-fit clients and boost your business's success.
Velocity is a marketing agency that specialises in helping businesses grow from the inside out. They are passionate about analysing your current processes and aligning them with their unique take on the inbound methodology.
Inbound marketing is a strategic approach to creating valuable content that aligns with the needs of your target audiences. Velocity understands this and works to help potential customers find your construction company, often before the customer is ready to make a purchase. They follow the flywheel principle of engaging with a potential prospect with the relevant material based on where they currently are in the buyer’s journey.
The inbound process begins when a lead comes from a potential customer reaching out to enquire about a product or service. Velocity's expertise in the complete inbound approach involves implementing strategies across marketing elements that attract, engage, and delight prospects, driving new leads and helping you meet your goals.
The most important aspect of delivering excellent customer service is accessibility. Inbound service delivery is all about delighting the customer. Velocity understands this and emphasises the importance of not just attracting and engaging customers, but also delighting them to foster loyalty and promote positive word-of-mouth.
Velocity has based its entire business model on the inbound methodology, and all of its service offerings point toward this approach. By partnering with Velocity, construction companies can leverage the power of inbound marketing to attract more leads, convert them into customers, and build a solid foundation for business growth.