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Marketing your construction services is like trying to sell ice to the Eskimos—there is just so much available, why on earth should they pay to get it from you? The secret is to make your company stand out, and that’s where many construction businesses make their biggest marketing mistakes. Identify whether any of these practices are holding you back from being your best—and fix them, pronto!
Traffic, traffic, traffic! That’s all you’ve been hearing for the past year or three, and the assumption has always been that if you managed to achieve the right number of visitors to your website, your sales would go up by default. Suddenly you’re realizing that isn’t the case. You have tons of visitors, but nobody’s buying! If you take action right now, you can try and change the situation before it affects the financial well being of your business, if it hasn’t done so already.
Digital technology has changed many things over the past decades, not the least of which is how much data can be collected and how quickly changes can be made. It can seem like the best thing to do is to invest in the marketing automation software solution with the largest feature set and most capabilities right off the bat figuring you will eventually need it all.
Sometimes it feels like you have to lug the proverbial 16 tons from the beginning of the sales cycle to the end. You have leads but not nearly enough. By the time you separate the chaff from the wheat to find qualified leads you are left with a bare handful, too few to sustain a business.
In the world of inbound marketing, it’s important to know not just how many people are knocking at your virtual door, but who those people are, what their goal is in coming to your website and – most importantly – how you can guide them to the next level, be it from visitor to lead, or from lead to paying customer.
It isn’t enough to generate a huge number of leads if a large percentage of them will never become customers. Low quality leads result from the scattershot approach to marketing that some companies engage in because they think it will cost less than putting together a targeted marketing campaign.
You've only got so much time and money to spend on marketing your construction company. You've got a great website, and maybe even a blog you post to regularly. The blog's got interesting content that pulls in new readers every week. Why would you spend more time creating a page on Facebook and doing everything a good social media campaign requires?
Online readers are just plain picky. Only a small percentage of people who come across your article will actually click on the link to read it. You've got about two seconds to entice someone in, to prove that you've got something they want or need inside. Your headline is your front door, and your readers will decide whether you've got something attractive with flowers and a fresh welcome mat or a peeling paint job and creaking hinges. Write catchy headlines and you'll entice crowds to click on your page, giving you a steady source of leads for your site. The trick is figuring out what people respond to when they read that one line.
Facebook has made a new tool available to handle your Facebook ad campaigns and there are some important changes you need to know about. The major change is the addition of a new level in the ad campaign structure to provide more granular metrics including unique statistics across all ads within a campaign.
A complete marketing strategy will include several different tactics to reach your business goals; social media is just part of the strategy. It’s up to you to determine whether you want to invest the time and resources to use social media effectively and which networks you should concentrate on. Social media is in the mainstream and is included in marketing strategies for a wide variety of companies including those in manufacturing.
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