The inbound marketing funnel is a great tool that helps us marketers define where each lead is in the decision making process, and treat them accordingly. Are they ready to buy, are they still not sure what you do, or are they total strangers? Most of these stages get a lot of attention with content offers and resources that help them decide what to purchase, and when. You are hoping to acquire new business, after all, so it makes sense to put a lot of emphasis on these pre-purchase stages of the inbound marketing funnel. One stage of the inbound marketing funnel we’ve noticed is often neglected, though, is the “Promoter” stage.
This is the stage after a lead becomes a client. They’ve purchased your product, they’re satisfied with your service, so now you’re done with them, right?
It’s actually very important to any inbound marketing strategy that you continue to nurture those customers long after you’ve made a sale. Loyal customers are more willing to purchase from you again, they’re 5 times less expensive to keep around, and most important to this particular blog, they can help boost your local search results ranking.
Loyal customers are important to any business because they help boost local search results, and can influence new potential clients to convert.
Before we get into the “how,” let’s refresh on why we care so much about local search:
Why is Local Search Important?
If your business relies, in any way, on customers you meet face-to-face, then local search is important to you. Think about the last time you looked for a donut shop, a mechanic, or anything else you wanted, like, right now.
Did you search, “delicious donuts near me” or “quality mechanic in my area”? Chances are you did. And the shops and garages that Google gave you as top results were probably the first you looked at.
The higher your local search ranking, the more people in your area will be exposed to you. It doesn’t matter what you do — whether you’re a manufacturer, a home developer, or a commercial construction company — if you do projects in specific locations, then local search results are important to your business.
Loyal customers are the bread and butter of most companies. Even if you’re in an industry like housing development, where people rarely purchase multiple homes, your loyal customers are the ones who can spread the word about what great work you do. There’s a reason HubSpot’s inbound marketing funnel calls them “Promoters.”
Here are just a few ways loyal customers can seriously boost your local search result ranking:
Social Media Boosts
As people expand the way they’re using social media, there are more and more opportunities for local brands to boost local visibility. If you’re on Facebook at all, you’ve probably seen people asking for recommendations for photographers, wedding venues, restaurants, etc. in their area. If you have local customers who were really impressed with the work you did, you might just make it on one of those “recommended for your area” lists.
And can we just say that those recommended lists will seriously boost your visibility?
People are more likely to trust recommendations from people they know — it’s essentially a virtual version of word-of-mouth. Combine that with the fact that most of those recommendations see massive engagement from Facebook’s interconnected network of friends and groups, and your customers who use Facebook can do you a lot of good in the local search result department.
The Google 3-Pack
Recently, Google cut their local search results display down from 7 top results to just 3. While that caused quite the hubbub, the ultimate goal for most companies with a local presence is the same — to make it into the 3-Pack.
Let’s go back to our donuts example. Say you’re looking for donuts in Grand Haven. Type that into the Google search bar, and this is what you get:
You’ll notice that the top three results have an overwhelming number of reviews. While just 31 for one, there are 245 and 446 for the other two. Considering that donuts aren’t all that hard to find in West Michigan, these companies can certainly attribute their placement in the Google 3-Pack, at least in part, to their loyal customers who’ve taken the time to write a really kind review and post it to Google.
The Moral of the Story?
It’s increasingly more important for companies in every industry to follow the inbound marketing cycle through all the way to the end. While it’s great to put out wonderful content for new visitors to your site, and encourage potential leads to convert, you also need to focus adequate attention on your existing customers, because they are one of your greatest assets, and an integral part of your company’s local search performance.
It’s also good to remember that today’s consumers look beyond just Google for local recommendations. If you have loyal customers you know are impressed with your work, remind them that a little shoutout on social media can go a long way.
Finally, don’t forget about those loyal customers. There’s a reason so many successful companies have a newsletter, offer special discounts, and send out promotions to clients who have been loyal — it’s a great way to show your appreciation, and keep those loyal customers around.
In the end, inbound marketing is all about being helpful to anyone who interacts with your company, and always leaving a good impression. If you’re interested in learning more about inbound marketing, and how it can grow your business in 2019, let’s chat!
As social media marketing gains more traction in industries of every kind, even technical manufacturing and construction industries are finding that a solid social media presence can help to build brand awareness. As a commercial construction company, you may wonder what social media can hold for you, and while Facebook Advertising might seem like a no-brainer, benefits of some of the more abstract options like Instagram might be harder to pin down.
If you’ve been wondering about Instagram’s potential for your commercial construction company, know that nearly any social media presence can help grow awareness of your business, if you’re invested in making it work.
Construction companies have a lot to offer in the world of Instagram. Instagram is highly visual, and Instagram users consume transformation and progress pictures with a voracity you won’t find anywhere else. If your construction company is willing to give Instagram a go, the platform has quite a lot to offer. (If you’re not quite there yet, no worries, check out our Complete Guide to Inbound Marketing to get started.)
Here are just a few of the benefits Instagram can offer commercial construction companies:
Instagram provides the most engagement of any social media platform out there. In fact, one social media study showed that Instagram has about 58 times as much engagement as Facebook. That means Instagram users are more likely to comment, share, and tag other people in comments on images they like or that they find compelling.
Engagement numbers like that show that users are willing to talk and interact with brands and companies, which means exceptional results for your construction company, especially if you’re regularly posting great images of the amazing projects you’ve completed or before-and-after pictures of a job that went really well.
Because Instagram users engage so eagerly with posts and businesses on Instagram, it means it’s easier for you to build a larger platform, and get more eyes on your company. In 2018, Instagram reported 1 billion active users from around the world. The more people who engage with your post, the greater the number of people who see the post, and with a platform of 1 billion, the only thing stopping you is how much effort you’re willing to put in.
Beyond just basic awareness, Instagram offers awareness potential because of how Instagrammers use the platform. 80% of those 1 billion Instagram users report following a business or brand, and 30% of all Instagram users have made a purchase from an Instagram ad or post.
While it’s certainly easier for B2C brands to draw those direct purchases, the fact that most Instagram users are not only okay with companies in their feeds, but are eager to engage and purchase from them means that your construction company has that same potential to convert leads.
With dedication to your social media platforms, it’s completely in the realm of possibility for your construction company to generate followers who are interested in what you build, and who would seek you out for their next major commercial construction project.
Instagram offers your company the potential to spread your wings, and announce yourself to the more general public. Too often, construction companies are only well-known by other businesses and people in the industry. There are few construction companies who are truly household names, but Instagram offers you the potential to change that.
Post about the new technology you’re using. Show followers how your engineers are testing architecture designs and blueprints. If you’re doing something that’s cutting edge in the commercial construction industry, Instagram gives you the platform you need to show it off. The more new, interesting content you post, the larger the gap grows between you and your competitors. That gives you the advantage of authority. You’re the one people see innovating, so you’re the company they’ll turn to when they need innovation.
Perhaps the single most effective benefit a quality Instagram account can give your construction company is a bit of humanity. Instagram offers companies the opportunity to humanize themselves, to showcase the people who get the work done, and to reveal a bit of your company’s personality. It’s too easy for consumers to forget that a company or corporation is made up of people, so a highly visual site like Instagram gives you the chance to infuse some of that personality and humanity back into your commercial construction company.
Today’s consumer values relationships beyond everything else. They choose to buy from companies they trust, and whose missions align with their personal morals and sentiments. By giving your company a face through something like Instagram, you give consumers the ability to see your commercial construction company as more than a fleet of cranes, wrecking balls, and dump trucks. When they can see that people just like them make up your company, you start building those relationships that are ultimately so important to finding new clients, and starting new projects.
If you liked this blog and want to know more, hit us up in the comments below! And if you really liked this blog, keep checking back — we’ve got a second follow-up post coming called “Build Awareness: Instagram 101 For Commercial Construction Companies.”
Need more content now? Check out our Smartass Guide to Inbound Marketing while you wait for the next blog to post. There’s plenty of information (both helpful and hilarious), for you to enjoy:
Evenbound is excited to announce our promotion from HubSpot Silver Agency Partner to HubSpot Gold Agency Partner. Since 2012, we’ve used the HubSpot platform to reach the amazing clients we continue to partner with today, and we’ve helped those clients learn how to engage with, and utilize the HubSpot platform for their own effective, measurable growth. Our Gold Agency Partner status serves as an acknowledgment of the positive results we’ve delivered to clients using our unique inbound marketing strategy in conjunction with the HubSpot platform.
What Does Hubspot Gold Agency Partner Mean?
To award Gold Status to a partner agency, HubSpot evaluates a number of metrics to see how well the agency is 1) bringing in new clients, 2) providing exceptional service to, and retaining existing clients, 3) empowering clients to use the HubSpot platform and its variety of applications on their own, and 4) delivering inbound marketing success to each client.
To sum it up with a few words from HubSpot, “The HubSpot Partner Tier Program acknowledges those Agency Partners who have not only brought the inbound message to the most clients but also those who executed inbound services to the highest standards.”
We’re grateful to HubSpot for their support and partnership, and we’d also like to thank our incredible clients for their dedication and loyalty to our company. This promotion encourages us to keep pushing the inbound marketing envelope, as we continue to strive for exceptional, measurable growth for our inbound marketing clients.
HubSpot provides inbound marketing and sales software that helps companies attract new visitors, convert warm leads, and close customers.
We’re a growth agency. That means our business is growing yours. From pulling in qualified leads to training your team how to shorten the sales cycle, we work with you every step of the way to grow your business with the right clients. Evenbound is a 100% in-house team of specialized tacticians delivering the competitive advantage to clients in construction and manufacturing industries.
If you’re in a manufacturing enterprise that’s particularly technical in terms of the product or service offerings, you’ll need to get some of your information for content from subject matter experts within your organization. Your company probably has a lot of engineers who are experts at what they do and your company does, and some of their ideas could make for informative manufacturing content that your potential clients will love. But engineers aren’t writers and they have other stuff to do. So here’s how to get that content from them:
Enlist a Technical Writer
Technical writers, the people who write procedures, work instructions, and manuals, have experience both with writing and with technical terminology; it’s part of their skill set to translate technical jargon into words that lay people can understand. Also, they have a lot of experience working with engineers, so they can be helpful in gleaning content from them.
Rather than asking your subject matter expert to write a blog post or white paper or page content for your website, instead, sit down and have a conversation with the expert in question. Ask them for the information you need rather than having them provide you with what they think you need. You might come up with even more questions through the interview process that will be questions that your ideal buyers have, so that you can tailor your content to tell your potential customers what they need and want to know.
Get Source Recommendations
If you don’t understand a particular process or product that your content strategy needs to address, get the experts in your company to tell you where to get the information you need. When they’re in full crisis mode on the plant floor or swamped dealing with a rush order, the people you need info from might not have time to talk to you. But they can point you in the direction of the information you need, saving them time but ensuring you aren’t stalled either.
Use a Review Panel
When you’ve written something without the prior input of a subject matter expert, to glean more information and fill in the gaps in your knowledge and understanding on the subject, get your engineering team or the experts on the topic to look over what you’ve written. They’ll tell you if you got anything wrong and help you add anything you might have missed.
Developing a content strategy for a B2B or industrial business can be a challenge, but it’s one that’s so important to staying on the bleeding edge and remaining competitive in your industry in the digital space. If you’re ready to amp up your content strategy and boost the ROI of your marketing efforts, it’s time that you get in touch with Evenbound.
An effective email marketing strategy is very important for home developers looking to sell lots and fill developments quickly. Email marketing functions for developers in two ways: 1) you can let consumers know about your development before you even break ground, making the selling process much smoother for you, and 2) it allows you to hold on to consumers who may not have been ready to purchase a home in one development, but who may be perfect buyers for the next.
When done properly, email marketing has wonderful potential to get your company in front of the right consumers, at the right time. It’s a wonderful addition to any inbound or outbound marketing strategy because it speaks directly to your target buyer. Here are a few key things to know about starting an email marketing campaign for your real estate development company:
Know Who Your Ideal Buyer Is
The first and best way to email your subscriber list effectively is to know who they are. It sounds basic, but you’d be surprised at the number of weird spammy emails the average consumer gets in a day. Know a little something about who you plan on sending that newsletter to, and you’ll see better results all around.
Create buyer personas. For most real estate developments, buyer personas are actually pretty easy to pin down. You already know most of the information: the average income of your typical buyer, the average age, marital status, etc. Pool all of that information into two or three buyer personas, and then segment your email lists accordingly. That way you’re always sending out relevant content to the right buyer persona. That will help keep your number of “unsubscribes” low.
Remember that you can’t make everyone happy. When you start sending newsletters out to a list of email addresses, you’re bound to get a few “unsubscribes”, and that’s okay. Not everyone is a perfect fit for your real estate development, and your goal should be to keep the ones who are a perfect fit on your email list. If you’re selling a real estate development for empty nesters, you shouldn’t be upset about a 20-30 year old unsubscribing. They weren’t a good fit anyway. Instead, focus on creating emails that speak directly to those empty nesters your community is built for.
Speak Solutions, Not Services
Email marketing campaigns that get ignored often have almost nothing to do with the buyer. If you’re just talking about how wonderful your development is, most consumers are going to hit the delete button before they even make it through the headline.
Successful email marketing campaigns are ones that consumers actually want to read, and choose to stay subscribed to.
Yes, you build wonderful homes, and your developments are gorgeous and highly exclusive, but think of that from your buyer’s perspective. Why would they want to move into your development? What problems do they have that your developments solve? Do you offer maintenance-free living? A community center? Close proximity to a golf course, lake, etc?
Instead of talking about your development directly, think about the problems your development solves for the people who live in it. Put those solutions in your email campaigns, and you’ll start to see better subscription and bounce rates.
Though your email marketing campaigns are meant to convert people to make a purchase, you have to talk about something more than the homes you have for sale if you want to convince people. Your homes might be beautiful, but so are a lot of others — what makes your development or community stand out for the residents? How do your homes improve their quality of life?
Keep it Low-Key
Don’t email too much, and don’t email too often. Keep emails short, sweet, and helpful. Play your email campaign casual. It’s no surprise that the decision time for purchasing a new home is long, and for most consumers, no manner of persuasion will get them to buy a new house before they actually have the money to do it. Instead, keep yourself on their radar by continuously providing helpful content that they actually care about, in a way that’s not pushy.
Definitely keep your CTA at the end of every email and newsletter you send out, but try not to send out more than one email a week to regular subscribers. If you’re following up on a lead, that might warrant a few extra emails a week, but if they decide they’re not ready to buy, don’t continue to harass them.
Instead, add them to your regular newsletter, where they will occasionally receive delightful content about choosing the right home, decorating a new home, or knowing when it’s time to purchase a new home. When they do decide to buy a home, you’ll be the first person they call, because your name will be fresh in their minds from your consistent, but casual, emails — emails they genuinely liked!
In the end, an effective email campaign is all about being pleasantly persistent, but not pushy. Keep offering up content that your buyers genuinely want to hear, and they’ll know that you’re truly there to help them — rather than just sell them something.