Oct 2, 2020
It's unexpected these days that
people happen to find your business and become a client or customer
with no work on your part. Your construction company has to grab
people's attention, turn curious visitors into leads, and then
convert those leads into sales.
This means that the more solid leads you have, the greater your chances of making a sale. Solid leads are those contacts engaged in your business, fit your buyer persona, and are at least somewhat motivated to make a purchase or hire your services.
Here are five great ways to develop more solid leads for your construction business:
1. Target your ideal clients
You might want your business to be relevant to everybody, but
the reality is that a specific target client is ideal for your
construction business. Those clients are the ones who are most
likely to be attracted to your services and, therefore, the most
likely to purchase them.
These are the people to aim your marketing at. Knowing who they are and what they like helps you develop the products and services they'll use. It also saves you money on marketing because you can target your ideal clients, rather than marketing to everybody and hoping somebody shows some interest.
Even more important, when you understand your ideal clients, you can build connections with them more effectively, generating leads that can turn into sales.
2. Know your Unique Value Proposition
Your unique value proposition is what makes you different from
your competition. Every business has something that sets it apart
and therefore attracts a specific market.
Your products or services might be of a higher quality. You might have better loyalty programs or more specialized staff. Even the size of your business can be a unique value proposition. Smaller construction businesses can claim more personal, attentive, and efficient service for their clients. Large construction companies may be able to handle larger or global accounts.
Determine what makes your business different from your competition and use that uniqueness in your marketing.
3. Attend (virtual) networking events
Networking events are a great way to get some face-to-face time
with potential leads. Yes, in-person marketing takes time and
energy, and you can only talk to so many people at a time. But
hearing an entrepreneur speak passionately about their business can
be very persuasive.
Meeting people at events - whether in-person or online gives you a chance to talk to your potential clients and hear what issues they need to solve.
Just make sure the networking events you attend are relevant to your construction business and your ideal clients' functions. Otherwise, you'll be wasting that valuable time and energy.
4. Create high-value content
With so many people using the Internet to find companies and
make purchasing decisions, you need to ensure your business is
easily found. Conclusion: that means developing high-value,
informative website content compelling and encouraging page
visitors to submit their contact information.
Make sure you use engaging calls to action. Write blog posts that drive traffic to your website. Develop tip sheets that quickly address some of your clients' issues and get people to sign-up to receive them. Create a newsletter that clients can subscribe to. The people on your newsletter subscription list become leads.
Make sure, however, that your content is timely, engaging, and relevant to your clients and your business.
5. Join a local Facebook group
I know not everyone has a Facebook account. But this is
something I recommend and perhaps you can give thoughtful
consideration. Check your Facebook for Handyman, Home Improvement
professional, Builder group, or particular to your line of work,
and most likely, it will be filled with homeowners looking for
services and contractors offering their services.
It's free to join and connect with local homeowners and business owners alike. This is an excellent opportunity to be more purposeful in sharing helpful photos, videos, and messages to get to know you and your business. The key to avoiding being "salesy" is maximizing your personality and minimizing promotions.
Leads don't just magically appear out of thin air. It takes time and effort to develop quality contacts that turn into paying customers. By knowing who your ideal clients are, understanding your unique value proposition, putting in some face-to-face time, and developing relevant content, you can quickly increase your solid leads this year.
About The Author:
Sharie DeHart, QPA is the co-founder of Business Consulting And Accounting in Lynnwood, Washington. She is the leading expert in managing outsourced construction bookkeeping and accounting services companies and cash management accounting for small construction companies across the USA. She encourages Contractors and Construction Company Owners to stay current on their tax obligations and offers insights on how to manage the remaining cash flow to operate and grow their construction company sales and profits so they can put more money in the bank. Call 1-800-361-1770 or firstname.lastname@example.org