The vendor selection and vetting process for our digital agency business isn’t that conceptually different from your construction business. Our clients want to know that we have the expertise, capability, and creativity to build their digital vision. Like you, it’s about us demonstrating what we can do by showing what we’ve done. And while our website content plays an active role in capturing search traffic and demonstrates our thought leadership, the project portfolio is the deal closer. The same applies to you.
We view construction company digital marketing as three distinct phases: capture, convince, and convert. We capture new client prospects with a combination of content-driven search engine optimization and digital advertising. We convince them that you are the right firm with a combination of digital brand presentation, content-driven thought leadership, and a project portfolio that speaks directly to their construction needs. We convert them from visitors to sales leads with well-considered call outs and established sales funnels.
Capture
We use a number of different strategies to market you and get qualified construction clients on your website.
Social Media: Obviously not all social media is created equal, and not all social-driven website visitors are appropriate for your business. LinkedIn, however, is not only a powerful tool to showcase your expertise but, with the right marketing strategies, it can also be a significant driver of qualified customer traffic.
Digital Advertising: Modern digital advertising has the incredible ability to target by demographic profile, interest, geography, and – most importantly to you – people searching for construction-related services. We strategically build campaigns to efficiently and effectively reach your target market and drive conversions.
Search Engine Optimization: SEO-driven organic traffic is a combination of strategy, content, and information architecture combined into a first-rate best practices website. We have an amazing track record of driving sales leads for our clients via search strategies that include thought-leading content, geographic targeting, and information architecture strategies that link customer search queries with relevant content.
Convince
Once we get potential clients onto your website we turn them into sales leads.
Brand Presentation: It all starts by presenting your brand in the best possible light with a professional, cutting edge website with great project photography, highly relevant content, and mobile support.
Thought Leadership: You are an expert at what you do and your clients have selected you because of your expertise and your proven track record of successful execution. We mix our strategy with your knowledge to generate content that answers your clients' questions and concerns to help convince them you’re the right construction firm for them.
Market Segmentation: After we tell them you’re the expert, we implement strategies to show them. It’s vital to identify your target customers and properly showcase how your expertise relates to them personally. Everyone thinks that their project and needs are unique. By speaking to and addressing the unique challenges faced in each client market, your solution resonates with your customers' needs better and they perceive that your knowledge is more valuable and desirable than a competing firm that has only presented generalized information.
Convert
We’ve gotten client prospects to your website and we’ve convinced them that you’re a great firm, so now let's close the deal and convert them.
Content funnel: This is exactly why we put so much emphasis on information architecture. The information structure of your website needs to accomplish three goals: present content in a way that enhances organic search/SEO, showcases your capabilities to clients, and forms a content funnel to convert client prospects to sales leads.
Callouts: Always be closing. Sometimes prospects want to convert before they get to the end of the planned content funnel. We always offer the opportunity to contact and convert with strong, obvious conversion callouts.
Human scale: No matter how large and accomplished your firm is, your first client contact will be one human reaching out another to solve a problem. It’s important to present a professional but human scale to the firm to let client prospects know there is one responsible, professional person who will be their go-to ambassador for your firm.
Reengagement: Clients may be shopping around, and with great content-driven search engine optimization you could be the first firm on the list. We want to make sure that if they visit you and move on to check out your competitors, they come back to you. Remarketing advertising is a great way to re-engage clients that have visited your website but haven’t converted to sales leads.
Are you ready to take your construction website and construction firm digital marketing to the next level? Get in touch with us, we can help!