As a construction business owner, you know it’s not easy to keep a full schedule of projects. Whether it’s seasonal conditions limiting building capabilities or the shift to work-from-home operations slowing new construction projects, builders have to work harder to find new business.
Rather than relying on referrals and the increasingly competitive bidding process that drives down margins, harness the power of outsourced B2B lead generation services. Lead generation specialists get down to the nuts and bolts of driving new construction business by creating a rich sales pipeline full of qualified leads.
With a skilled lead generation team cleansing your data, cold calling, lead nurturing, and setting appointments, all your staff has to do is close the deal with highly qualified leads.
This blog explains the most effective B2B lead generation strategies for the construction market along with inbound and outbound marketing solutions that enhance the process.
Growing your market share within the construction industry takes strategy, focus, and knowledge. You provide unmatched services, but if you’re not reaching the right decision-makers, or more importantly, they can’t find you, keeping a steady stream of business is easier said than done.
Fortunately, strategic marketing services help build awareness of your brand and put you in direct contact with potential clients who are ready to move forward in the sales cycle. Let’s focus on five of these incredibly effective solutions:
- B2B Appointment Setting
- Marketing Collateral
- Website Design and Development
- Content Writing and SEO Services
- Social Media Marketing
Most construction workers would much rather swing a sledgehammer than make a cold call. If you want to generate leads for your construction business, you either need to hire several full-time sales representatives or outsource your appointment setting process. The latter is far cheaper, easier, and more effective than blindly attempting your own DIY B2B appointment setting program.
Once you decide to outsource your B2B appointment setting program with a reputable lead generation company, your sales team will begin a strategic four-step process. The steps are:
- Lead Data Cleansing
- Appointment Scheduling
It’s not easy to juggle hundreds of data points from a long list of potential clients. Not only do you have to spend hours collecting information, but you then have to continually update information as it changes. A company’s primary point of contact may leave or a business may change locations. Having a trained staff take on the data cleansing task saves you both time and money. Better yet, it produces the most accurate and complete data sets possible.
A lead generation specialist does the dirty work of contacting leads, gaining valuable insights about their needs, and confirming things like address, phone number, and key decision-makers. As they gather this critical data, they are able to determine if a lead is qualified or not.
After cleansing your lead data and qualifying potential customers, the next step is simply to begin a conversation with them. Occasionally, if you’re lucky, you might reach a contact that is immediately ready to set an appointment. However, more often than not, the introduction phase is about building a relationship and learning more about future needs. You want to make leads aware of your construction services and establish your business as the first point of contact if they need work done.
Once you introduce your business to a lead, it’s imperative to follow up with them. By passing along helpful information, you can give leads a deeper understanding of your services and nurture a relationship. After a few phone calls and emails, you’ll foster a rapport with your prospects and gain more opportunities to learn about their needs. Then, using the information collected from previous conversations, you can hone in on a tailored marketing strategy for each viable lead.
Once the prospect is ready to move forward, your lead generation specialist sets an appointment. Your appointment setter provides all the pertinent information you need to create the best sales pitch possible. They pass along call recordings and detailed notes, so by the time you sit down for a face-to-face (or screen-to-screen) meeting, your sales staff has all the resources they need to close the sale.
Marketing collateral is a vital tool for the construction industry. Your appointment setters can go on for hours about how great your work is, but a brochure, e-pamphlet, video, or sell sheet does a better (and faster) job showcasing your project. These marketing collateral resources help explain your services in greater detail, build customer awareness, and make your business stand out above the competition.
As a construction industry insider, you may struggle to communicate ideas about what you do when talking to someone seeking your services. Most clients don’t understand the industry jargon you use each day on the job, but professional copywriters can take that jargon and turn it into a clear, concise, and understandable description of your work. A carefully crafted brochure highlights your work while answering any questions your leads may have.
In addition to brochures, customer testimonials and case studies are also highly effective marketing assets. When leads can see and hear what similar businesses have to say about their construction experience, they’re more likely to trust your work and envision themselves entering a partnership. Simply stated, marketing collateral helps build a thriving sales pipeline.
A website built to impress, answer questions, and inform an audience is absolutely critical to the success of a construction company. Your leads are unlikely to make it through the sales pipeline without Googling your name and browsing your website. If your site looks like a time capsule from 2004, prospects will probably stop picking up the phone when your sales rep calls.
A good website is like an experienced salesperson, minus the salary requirements, bonus expectations, and labor limitations. It shares your key differentiators, sells your services, and convinces users to share their contact information—just like appointment setters do. When you build an expertly designed website, it converts visitors into customers by delivering hot leads straight to you.
There’s no question that ranking at the top of search engines gives you a competitive advantage. Think of how many times you’ve searched generic phrases like “restaurants near me” or “best lawn care company.” Now think of how many times you’ve gone to the second page of results. Struggling to remember any examples? That’s because you’ve probably never ventured past page one. Leads trust search engine rankings, and the businesses that show up at the top of the search results utilize local search engine optimization (SEO).
Content writing and SEO services drive people searching for construction services to your website. The more eyeballs land on your pages, the more likely you are to generate leads. Specialized SEO content copywriters use words and phrases that are meticulously researched by digital strategists to:
- Make your website show up at the top of searches
- Drive visitors to your website
- Inform readers
- Prompt visitors to take the next step in the sales cycle
- Grow your business
Inbound leads, such as unprompted website visitors, are especially attractive because they need your services now—you don’t have to spend months convincing them why. After landing on your site and browsing your ongoing content, like informative blogs, inbound leads start to trust your expertise and view you as a top prospect. By publishing informative blogs that address industry trends and seasonal conditions, you can address common questions, establish credibility as a provider, and convert users into customers.
Social media continues to become a more powerful B2B lead generation tool every day, and there are few channels more effective at spreading your message than LinkedIn. Using your company and primary point of contact’s profiles, B2B lead generation specialists build brand awareness and drive qualified leads.
Sales pipeline experts use three specific strategies to make direct connections with other businesses and prospects and turn LinkedIn lead generation into a steady stream of business opportunities.
Copywriters create engaging, informative, and unique content that addresses common pain points and needs that your construction company has solutions for. As your connections grow, your organic posts reach more qualified prospects and build your brand as an authority in the industry.
LinkedIn has over 500 million registered users, many of whom seek construction solutions for their growing businesses. Developing advertising strategies within the platform puts your message straight in front of the decision-makers whose attention you want.
InMail ad campaigns also help you reach your target audience by sending customized, personal emails directly to ideal targets. These emails are a great source to open a dialogue and build a relationship with someone looking for a construction partner.
Conversation Ads might as well be called “conversion ads.” By using specific qualifying questions and effective action drivers, you are able to acquire valuable insights about your prospects. Using the information you gather allows you to craft additional engagements with a focus on their specific requirements.
Graphic designers and social media specialists work together as a dedicated team to create eye-catching images on a regular basis. You can use the images to highlight recently completed projects, new logos, or current trends.
Ensuring all your contact information is accurate and up to date seems obvious but is often overlooked. When you have a strategic partner keeping track of your profile, you never have to worry about missing a lead because of inaccurate contact information.
The best way to build your social media presence is by actively seeking new connections. A B2B lead generation specialist proactively seeks new relationships, builds your target audience, and promotes your business to help generate more sales.
For over a decade, Abstrakt Marketing Group has consistently supplied high-quality B2B leads that generate millions of dollars for our exclusive construction industry partners. Our all-encompassing marketing services build your brand and put you in front of your target customers to help convert them into long-term clients.
We are so confident in our ability to fill your sales pipeline with high-quality leads that we guarantee it. If we don’t meet our activity or lead generation goals, we won’t charge you for our work until we do.
If you’re ready to grow your business, build and maintain a steady stream of qualified leads, and reach a wider audience, schedule an appointment with the experts at Abstrakt Marketing Group today.