{"id":10784,"date":"2019-03-19T15:05:34","date_gmt":"2019-03-19T15:05:34","guid":{"rendered":"https:\/\/www.conachmarketing.com\/?p=10784"},"modified":"2019-05-24T14:21:19","modified_gmt":"2019-05-24T14:21:19","slug":"construction-marketing-lead-generation","status":"publish","type":"post","link":"https:\/\/www.conachmarketing.com\/index.php\/2019\/03\/19\/construction-marketing-lead-generation\/","title":{"rendered":"Understanding construction marketing lead generation strategies"},"content":{"rendered":"\n


There are three categories of lead generation, or advertising, channels: awareness, target and direct. With this in mind, the question is which channel or combo is best for construction marketin<\/a>g lead generation? In this blog, I will:<\/p>\n\n\n\n

\u2022 Define the three types of lead\ngeneration<\/p>\n\n\n\n

\u2022 Review the channels in each<\/p>\n\n\n\n

\u2022 Discuss how each works in\nconstruction marketing<\/p>\n\n\n\n

Awareness: Broadcasting your brand\nin construction marketing lead generation<\/strong><\/h4>\n\n\n\n

Overall, you can think of awareness advertising channels like standing in the middle of a crowded mall and blasting your message with a bullhorn. Many people will notice, some may hear what you\u2019re saying, but only a few may be interested. In other words, these channels send your message to a broad audience. This large group may or may not include your potential customers. Because of this factor, the purpose<\/g> of awareness channels is to build brand recognition within a large audience and is used predominantly in a B2C strategy.<\/p>\n\n\n\n

That is not to say that it doesn\u2019t\nhave a place in construction marketing lead generation. However, you must\nchoose the channels wisely. Awareness advertising channels consist of outdoor,\nsocial media, signage, publications, and broadcast media. Let\u2019s take a look at\neach of these channels:<\/p>\n\n\n\n

Outdoor channels are billboards\nand displays in public areas.<\/p>\n\n\n\n

Social media channels are\nLinkedIn, Facebook, Twitter, and Instagram.<\/p>\n\n\n\n

Signage channels are building and\nvehicle signs.<\/p>\n\n\n\n

Publication channels are newspaper\nand local magazines.<\/p>\n\n\n\n

Broadcast channels are radio and\ntelevision.<\/p>\n\n\n\n

Target: Going for the group in\nconstruction marketing lead generation<\/strong><\/h4>\n\n\n\n

If awareness advertising is standing in the middle of the mall, then target lead generation is like standing at the entryway of a store in the mall and shouting your message. But it has to be a store that serves people likely to be interested in what your company provides. Most of the people will hear the message, but they will only have an interest if they have a need as well. As the name indicates, in target advertising you are targeting a group of potential customers that are known to be interested in your products or services. For example, if you are conducting a B2B campaign in construction marketing, you would have historical data indicating the markets you could successfully target, such as the industrial or medical. Therefore, the channels we will review for target advertising are trade publications, search engine optimization, networking, and social media.<\/p>\n\n\n\n

Trade publications are print and\nonline magazines that focus on a target market.<\/p>\n\n\n\n

Search engine optimization is the\nstrategy of your website construction and the keywords used.<\/p>\n\n\n\n

Networking channels are local\norganizations, committees, and events.<\/p>\n\n\n\n

Social media channels are the same\nas awareness but utilizing the tools to target demographics.<\/p>\n\n\n\n

Direct: One to one in construction\nmarketing lead generation<\/strong><\/h4>\n\n\n\n

Direct advertising channels are like walking into the store and speaking to each customer. As a result, you can contact each individual likely to be interested in your message, product or service. Direct lead generation channels are:<\/p>\n\n\n\n

Prospecting calls to potential\ncustomers in target markets.<\/p>\n\n\n\n

Direct mail to prospects that have\nbeen qualified to be interested in your product or service.<\/p>\n\n\n\n

Trade shows and events allow you\nto speak to visitors to your booth.<\/p>\n\n\n\n

E-bulletins to prospects that have\npermitted to email info.<\/p>\n\n\n\n

Using the channels in construction\nmarketing lead generation<\/strong><\/h4>\n\n\n\n

Now let\u2019s look at the best channels for construction marketing lead generation and how to use them. It is important to realize that not all lead generation channels work well in building contractor sales. Because of that fact, we will review each category and the relevant tactics for contractors:<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n
Awareness<\/strong> construction marketing lead generation<\/strong><\/h5>\n\n\n\n

Chiefly for outdoor advertising, I recommend using billboards to promote significant events. This event could be when you are celebrating a milestone or hosting an event. In fact, billboards are an excellent way to let your community know about an anniversary or charity outing. Another way to utilize the outdoor channel is a display about your company in a public venue, such as your local airport.<\/p>\n\n\n\n

While most builders know the value of signage as an advertising channel, they may not be utilizing it fully. These signs include building, vehicle, equipment, and job site signs.<\/p>\n\n\n\n

If you are a commercial\ncontractor, local magazines that focus on business-to-business articles are a\nway to reach owners and decisionmakers. On the other hand, if you are a\nresidential builder, flyers in newspapers can be a way to interest potential\ncustomers. However, if you have a restrictive budget, I would skip this channel\nas results are usually limited.<\/p>\n\n\n\n

Just like publication advertising channels, radio and television usually do not yield results that are worth the investment. For this reason, be selective when spending marketing dollars on these channels.<\/p>\n\n\n\n

Target construction marketing lead\ngeneration<\/strong><\/h5>\n\n\n\n

Search engine optimization (SEO) is essential to the success of your website as a sales tool. Unlike the past, merely adding keywords to the meta<\/g> areas isn\u2019t enough to rank you well. Since Google has particular guidelines for SEO, you need to follow these requirements if you want your website to be ranked highly.<\/p>\n\n\n\n

Networking is an integral part of both residential<\/a> and commercial construction marketing. The reason is because attend<\/g>ing a chamber event or joining a committee, earns both goodwill and recognition for your company.<\/p>\n\n\n\n

Social media channels that have tools to target demographics can be an option because you can focus on your best potential customers. To clarify, you can\u2019t just post on Facebook, LinkedIn or Instagram. In order to get leads, you need to place ads and target them to your best potential customer.<\/p>\n\n\n\n

Direct construction marketing lead\ngeneration<\/strong><\/h5>\n\n\n\n

Even though it sounds old-fashioned, prospecting calls to potential customers in selected target markets still produces results. But that doesn\u2019t mean you pick up the phone and start calling any business. Consequently, you have to target your markets for this channel to work. With this in mind, a call campaign can find immediate work, as well as uncover project opportunities before they go to general bid.<\/p>\n\n\n\n

It is important to realize that you need to be in the right place at the right time to find a bid<\/g> opportunity. Because this is especially true in commercial construction marketing, a quarterly direct mail campaign to prospects that have been qualified through lead generation channels helps. As a result of the program, you keep in front of prospects and are thought of when a project arises.<\/p>\n\n\n\n

As much as direct mail, e-bulletins to prospects can build top-of-the-mind awareness. This because your company will come to mind when a prospect needs construction services. Another advantage to this program over direct mail is it is less expensive and can include a link to your website.<\/p>\n\n\n\n

Keep in mind that trade publications tailor their articles to target markets, such as medical or industrial. When using these type of magazines for print and online advertisements in a commercial construction marketing plan can build brand recognition.<\/p>\n\n\n\n

A trade show is like a trade publication because it needs to focus on your target market. When planning to attend a show, think about showcasing your craftsmanship by building your display. After all, you have the skill to create something that impresses visitors and stands out from the crowd.<\/p>\n\n\n\n

About the\nAuthor<\/strong><\/h4>\n\n\n\n

Paul\nKowalski (or Pappy as he is called around the office) spent over two decades\nworking at other agencies before opening Conach Marketing Group in 2008. The\nearly part of his career was working with Fortune 500 clients at different\nagencies. However, working with smaller clients was his preference. This choice\nwas because of the impact on a client\u2019s business growth and the forming closer,\npersonal relationships.<\/em><\/p>\n\n\n\n

About Conach<\/strong><\/h4>\n\n\n\n

When he was\ncreating Conach, his goal was to bring those Fortune 500 strategies along with\nyears of B2B marketing experience to small business marketing clients. As a\nresult of focusing on business to business marketing, Conach specializes in construction marketing<\/a>, financial marketing<\/a>,<\/strong> and industrial marketing<\/a><\/strong>. Even though\nwe are in Mid-Michigan, Conach provides marketing services to clients across\nthe country.<\/em><\/p>\n\n\n\n

For more\ninformation visit conachmarketing.com<\/a> or contact us<\/a> or call 989.401.3202.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

There are three categories of lead generation, or advertising, channels: awareness, target and direct. With this in mind, the question is which channel or combo is best for construction marketing lead generation? In this blog, I will: \u2022 Define the three types of lead generation \u2022 Review the channels in each \u2022 Discuss how each […]<\/p>\n","protected":false},"author":2,"featured_media":10786,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[457],"tags":[],"class_list":["post-10784","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-construction-marketing-blog"],"yoast_head":"\nConstruction marketing lead generation - Conach Marketing Group<\/title>\n<meta name=\"description\" content=\"Conach Marketing Group has worked with over 40 construction clients over the years. 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