Just as traditional marketing includes a variety of channels like TV, radio, print and direct mail, modern digital marketing includes a wealth of avenues, as well. To make sure that your construction company's marketing is optimally effective, you need to make sure that you are taking full advantage of every relevant channel. What is effective for one prospect may be a non-starter with another. By reaching out in a number of venues, you can ensure that you have better market penetration. What channels should you use in your digital marketing efforts? Some of the most important places to start:
Forbes has called 2015 "The Year of Video Marketing." And, there are a lot of reasons that video should be a part of your mix. Video allows busy decision makers to get a lot of information fast. It allows you to demonstrate techniques visually. And, it is especially appealing to mobile visitors, who often do not want to read large amounts of text on their smaller screens. Video marketing also has been linked to higher conversion rates than other types of content marketing; in one study, 71% of respondents said that they got better conversions when they used video.
A blog is the most basic building block of a content marketing campaign. Blogs allow you to disperse large amounts of content quickly; once you have installed a blogging platform, anyone in your company can compose a post and put it online with a few clicks. It allows you to present the most up-to-date information about your company's services and quickly announce changes and additions. And, it lets you answer your prospects' questions in an environment where your potential customers can do a lot of their own shopping before having to talk to someone from your firm's sales staff. When blogging, do not forget to include a clear call-to-action (CTA) when appropriate. Ask your prospect to complete an action such as calling for a consultation.
Don't forget the power of email marketing. Email is the most-used internet service; almost everyone who uses the internet also uses email, and most people check their inboxes at least once a day. Email can be a powerful element in automated marketing campaigns. For instance, a visitor to your site might sign up for a free informational email series. After sign-up, a series of emails will be automatically sent at regular intervals, culminating with an offer to get in touch. The email series is written once, but can be used for months or even years to nurture prospects.
Social networks that include Facebook, Twitter, Instagram, Pinterest and others are incredibly important to online marketing campaigns. Many current and prospective customers reach out to companies on their social media platforms to seek out answers to questions; make sure that someone is monitoring those channels so that people get quick replies. Social also allows you to reach more prospects than other methods; current and prospective customers will share quality content that you post, exposing you to new audiences while providing social proof.
One of the quickest ways to get traction in digital marketing is a pay-per-click (PPC) campaign. PPC allows you to create filters to show your ads to only the most qualified prospects, cutting down your customer acquisition costs. And, it gives you the power to decide exactly what message people see when they click your ads. When using PPC, always pair each campaign with a dedicated landing page. Bring people to a page that has one concise and compelling offer, then finish with a strong call to action.
It's impossible to hit every single digital marketing avenue. But, by analyzing which ones are most important to your prospects and using them well, you can get better exposure than you would using any one channel alone. Find your customers in all the places they visit online and approach them in the right way, and you will find that your marketing efforts pay off.
Sources: http://www.forbes.com/sites/johnrampton/2015/02/04/5-things-your-video-marketing-strategy-should-include/ , http://marketingland.com/study-69-marketers-plan-increase-investment-video-content-97652