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You can do all the advertising on billboards, in trade magazines, and the side of your truck you want; if you don’t have an optimized website you are missing out on a significant percentage of traffic. And while you probably have your site URL on your advertising, most people don’t start with that when they run into a manufacturing problem they need to solve.
It’s always great to have new customers because that is an obvious sign of a successful business. The bigger your customer base the more product you are selling and the larger your business appears. But acquiring new customers is an expensive process. A less expensive proposition is to focus some of that energy on your existing customers.
Whether you pronounce it “cram” or “crum” – or just use the initials CRM if you’re the literal type – there’s a lot to be gained by getting intimate with Customer Relationship Management strategies and tactics.
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?
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