The construction industry is subject to fierce competition between companies and independent professionals. For customers, the range is particularly wide, and it doesn’t take long to find the right expert to meet their needs.
However, there are also many dissatisfied customers in this sector. Just like companies that go bankrupt before the job is finished. This tends to increase the distrust of potential customers.
With this in mind, here are a few ideas to help you generate more qualified leads in the construction sector.
Be in the right place at the right time
Today, thanks to the Internet, it’s easy to create personalized advertising campaigns that target the right people at the right time. the right people at the right time.
For example: you may want to push your advertising to people who are in the process of building a house, or who are in the construction phase after a move. You can also use weather and seasonal data to recommend to your target audience that they have their roofs re-roofed or that they take an interest in waterproofing their interiors as soon as summer ends, in preparation for the arrival of the cold season.
You’ve got it: the aim is to be present at the most opportune moment in order to respond to your prospects’ requests when they need it most.
Think local
Obviously, as a building and civil engineering professional, you can’t accept a project outside your own area (for reasons of profitability). For this reason, when setting up your campaigns, remember to create commercial messages with a local (or national if you have the capacity).
Think precisely about your catchment area and target the customers who are likely to call on you within it, whether through an e-mailing campaign, your Google My Business page or your website.
your Google My Business page
…
To do this, we recommend create marketing personas to precisely identify the customer and prospect profiles most relevant to your business. Within these marketing profiles, you’ll be integrating the notion of locality, which is particularly important in the construction sector.
Work on your content strategy
More and more construction companies are realizing the importance of developing their online presence. And that means optimized content strategy.
The aim is to offer your prospects and customers informative and/or commercial elements that will interest them.
If you have a website, you can use it to share concrete information about your business. Whatever your business, you’ll easily find topics to answer your users’ questions.
For example:
- Why take an interest in the waterproofing of your building?
- How can I find the right craftsman near me?
- Milestones in the construction process ;
- Etc.
Find out exactly what your prospects are looking for, and offer them content tailored to their needs.
In addition to your site, it is also advisable to think about your off-site content strategy. Affiliate marketing offers a wide range of tools for communicating your products and services on the web. This can take the form of a banner ad, a message on social networks or an email campaign.
The aim is to create promotional content with a view to generating qualified leads (hence the importance of knowing your customers precisely).
Optimize your site to improve conversion rates
Lead generation and conversion rate are two closely related KPIs. In fact, both are used for a common purpose: study the actions taken by your targets.
We often refer to the conversion rate, which corresponds to the ratio between the number of visitors and the number of conversions.. This is very important when you’re looking to generate qualified leads.
In this respect, a great advertising campaign is useless if you haven’t defined a specific drop-off point. Previously, this was done via the switchboard. Today, the Internet has made it possible to book appointments on a massive scale.
However, to do this, it is important to the technical aspects of your site (which must be able to cope with large numbers of visitors) and your
landing page(s) to achieve the best possible conversion
. The latter is the foundation of your lead-gathering campaign, and must be designed to encourage visitors to take the desired action (lead conversion).
In the construction sector, we think mainly of making appointments or requesting quotes. Regardless of the promotional messages used for each campaign, they must all converge on this dedicated landing page (which may, of course, evolve over time).
The power of affiliation to generate qualified leads in the construction sector
It’s important to know that affiliation is a
performance marketing solution
. In other words, as an advertiser, you only pay according to your affiliates’ results.
In the early days, affiliation was achieved by creating advertising banners and placing them on the desired sites. Over time, this business lever has evolved to offer new advertising formats. We mentioned earlier emailing, social networks and advertising copywriting. These are, in fact, the solutions most appreciated by construction professionals.
However, setting up an affiliation campaign requires high-performance technology to accurately track the results of your affiliate partners and, above all regular optimization of your campaigns. This is particularly time-consuming on a daily basis.
Because we know that building and civil engineering professionals have a very busy schedule and can’t afford to waste time on estimates that lead nowhere, we offer you the support of our specialized affiliate agency in order to generate qualified leads in the advanced stages of your customers’ renovation or construction projects.
Contact us to discuss your needs.
Affiliation Marketing at your fingertips
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