The construction industry faces various challenges when it comes to keeping 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.
Proven Lead Generation Strategies To Grow Your Construction Sales Pipeline
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 becomes difficult.
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:
Trying to organize, keep track of, and update your client and prospect data and information is not an easy proposition. 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. Sometimes you reach a contact that is immediately ready to set an appointment, which is excellent. However, more often than not, the introduction phase is more about building a relationship and learning more about future needs. You want to make them aware of your construction services, should they need them.
After introducing your business to a lead, it’s imperative to follow up with them. Passing along helpful information provides a deeper understanding of your services and helps nurture a relationship with prospects. Regularly following up with customer leads helps foster a rapport and gives the lead generators a chance to learn more about their needs and build upon your data. Using that data helps drive an even more focused marketing collateral strategy.
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. They’ll 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. Following the introduction step of appointment setting, receiving marketing collateral like a brochure, e-pamphlet, video, or sell sheet plays a significant role in building a relationship. These resources help explain your services in greater detail and build customer awareness that makes your business stand out above the competition.
As a construction industry insider, you may struggle to communicate ideas and what you do when talking to someone seeking your services. A professionally crafted brochure ensures clear and concise messaging that doesn’t leave a prospect with unanswered questions or uncertainties.
Other highly effective components of marketing assets are customer testimonials and case studies. Letting a lead see and hear what people just like them have to say about their experience showcases your successes and builds trust. Simply stated, marketing collateral helps build a thriving sales pipeline.
Website Design and Development
A website built to impress, answer questions, and inform an audience is absolutely critical to the success of a construction company. Every day the world becomes more and more centered around the internet and digital solutions. After the initial contact, a potential customer is likely to seek out more information about you by searching online.
Your website should act as a salesperson by gathering user information and thoroughly explaining key differentiators that give you a competitive advantage. When you build an expertly designed website, it converts visitors into customers by delivering hot leads straight to you.
Content Writing and SEO Services
There’s no question that ranking at the top of search engines is 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? Don’t worry—you’re not alone. 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
Prompt visitors to take the next step in the sales cycle
Inbound leads, such as unprompted website visitors, are especially attractive because they indicate an immediate need. Ongoing content, like informative blogs, helps bring more organic traffic as well because they provide answers. By following industry trends and seasonal conditions, blog writers address common issues in the construction market and bring readers directly to your site.
Social Media Marketing
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.
Want To Increase Your B2B Lead Generation? Think Abstrakt
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.