5 Real Estate Marketing Tools That Help You Sell More Homes

5 Real Estate Marketing Tools That Help You Sell More Homes

5 Real Estate Marketing Tools That Help You Sell More Homes

If you’re looking to sell more homes in 2021, we’d suggest that instead of looking for more real estate marketing tools, you start looking into using a smaller number of real estate marketing tools more efficiently. Let’s take a look at 5 basic real estate marketing tools you can use to sell more homes.

Each of these tools is an essential component of a successful marketing strategy, and when you get really good at each of them, you’ll find yourself doing a whole lot less work and selling more homes. Sounds good, right? 

Let’s jump in. Our top recommendations for 5 real estate marketing tools that help you sell more homes (with less work) are: 

01. A CRM to Manage your Real Estate Marketing Tech Stack

It feels like every time anyone talks about real estate marketing tools, social media is the first suggestion. And I’ll get to social media, but there’s one thing that outranks Facebook and Instagram when it comes to real estate marketing. That’d be a CRM. 

A CRM or customer relationship management software is a tool that brings all of your marketing tools — your email marketing platform, your social media accounts, marketing and sales documents, and workflows — into one place. 

New call-to-action

Each of those tools — combined, your tech stack — has a specific and important purpose for your real estate marketing strategy. But, when you’re managing social media in one place, your website in another, and email in yet another, it’s difficult to align your marketing efforts, and harder still just to keep track of what’s posting or sending out when.

A good CRM brings all of those tools into one simple, easy-to-use platform, with the added benefit of tracking every single lead that comes into your real estate development or agency. 

Never drop a warm lead or forget to send an email again. If you’re serious about boosting your real estate marketing strategy, it’s time to get serious about a CRM.

There are a ton of options out there, but we always recommend HubSpot. They offer a free version (not a trial, a totally free version of their CRM), that’s a great way to get started and see how much a CRM can do for you. 

hubspot-tools

When all of your marketing tools live in one place, it’s so much easier to make the most of all of them. 

02. Social Media

Alright, now that we’ve got the CRM out of the way, let’s get down to what you expected to hear: social media. 

I’ve said it, and so has probably every other content marketer out there. Social media is one of the best marketing tools in any real estate company’s toolbox. 

Platforms like: 

  • Facebook
  • Instagram
  • Houzz
  • Twitter

And more, are great places to get the word out about your real estate development or agency.

Since you’ve probably heard most of this before, I won’t go too in-depth. The gist of it is that social media is an amplification tool. No matter what platform you choose, it’s a way to share homes, new developments, beautiful imagery of your property, and reach a broader audience. 

Couch-MountainSocial-Post
facebook ad renewed homes
HometownDevSocial2

When you put effort into developing a social media strategy that is consistent and shareable, you’re boosting brand awareness, and getting your name out there to a wider range of potential leads. 

Check out some of these resources if you’re looking for suggestions or advice on beefing up your social media marketing strategy. 

And don’t forget about paid social either. When used properly, it’s a remarkably effective tool that can deliver serious leads for a relatively low expense. 

03. Your Website

Most real estate agencies and developments don’t think of their website as a marketing tool. 

It is. 

If you use your website like the robust marketing tool it is, you can see serious returns. Your website is the only digital space that you actually own. If you optimize it the right way, you’ll begin to pull in more of the right visitors, who ultimately convert to qualified leads, prospects, and then customers.

CTA-Brutally-Honest-Website-Checklist-[button-01]

How to use your website as a marketing tool? Get started with tactics like: 

  • SEO  — to help your site rank higher for relevant keywords
  • Blogging — to draw in more of the right traffic
  • Content offers — to convert that “right traffic” into qualified leads who are ready to buy

By creating a website that’s optimized for search, and building it out with quality content that answers key questions homebuyers in your area are asking, you’ll start to see your rankings rise. As you rise through the SERP rankings, you’ll see more of the right traffic, which means more of the right leads converting into prospects and then sales. 

04. Email Marketing

Your website and social media platforms are tools that draw in new leads. But what do you do with those leads once you’ve got ’em?

Email marketing is a powerful tool, especially for real estate developers and agencies. If you’ve ever searched for a home on an app like Zillow, you know that once you’ve completed a search, Zillow will keep sending you updates with new homes and properties in that zip code. 

Zillow_Email_Marketing_Example
Zillow-Real Estate Marketing Tool Example

While those updates help you to find a home in your area, they also do a great job of keeping you on Zillow. (Big points for Zillow)

Email marketing can work in much the same way for your real estate development or agency. 

As you collect the email addresses of qualified leads, you can begin to send them targeted emails that keep them engaged. 

  • If you’re a real estate developer, send them updates about new happenings with your development. Have you released new lots? Have just a few properties left? Introducing a brand new development? All of these will keep qualified leads interested and engaged with your company. 
  • If you’re a real estate agency, send prospects newly listed properties that fit their search criteria, or that you think you might be interested in. You can work to segment your email lists so you don’t have to manually send out updates but can add new prospects to specific lists that fit their interests. 

Email marketing is one of the best ways to keep new prospects engaged, helping ensure you never lose a lead just because they’re not quite ready to make a decision. 

05. Chatbots

Chatbots are an amazing real estate marketing tool. 

Why?

Let’s think about your homebuyers. 

When are they most often actively browsing for homes? While some people might browse on their lunch hour, or on late Friday afternoons when they’re ready to be done with work, the majority of your leads are scrolling through virtual home tours at night and on the weekends. 

And while you like to be available as much as possible, most prospects aren’t going to call you up on a Thursday night at 11pm to ask about a house or property. 

That’s where chatbots come in.

These handy little real estate marketing tools work for you 24/7, helping you engage with leads around the clock — whenever they’re most interested in a home, lot, or property. 

Real Estate Marketing Tool Chatbot
Real Estate Marketing Tool Chatbot

Chatbots work in a few different ways — you can set them up to message you directly, you can give them a few questions to ask, or you can build them out to be fully interactive. 

No matter how you start, any chatbot does a great job of making your real estate company available to your leads whenever they’re most interested in you. That creates some serious lead generation potential.

If you’re interested in adding chatbots to your real estate marketing toolbox, this article on conversational marketing is a great place to start. 

There are hundreds of real estate marketing tools out there. There’s always a new app or a new website pushing for your attention, telling you it’s the next big thing. But, when it comes down to it, the most successful real estate marketing tools are the ones you own

You can do as much work as you want on Redfin or Zillow, but the fact is that you don’t own those marketing tools. 

Any of the work you put into a third party can all be gone in an instant should the website go down. What’s more, you don’t have control over those third-party real estate marketing tools. It’s important to have a presence on something like Zillow, but you can’t control when, where, or how your listings or properties show up.

When you invest in real estate marketing tools you own, like your website, your email marketing strategy, and even chatbots, you’re future-proofing your digital presence, and selling more homes while you do it. 

But, there’s a reason many real estate professionals don’t have robust websites or email marketing campaigns — it’s hard work, and it can be tough to get started on your own. If you’re looking to take control of your real estate marketing strategy, and want a little help getting it going, the Evenbound team is here to help. We specialize in digital marketing for real estate developers, and would be happy to help you get started too. 

New call-to-action
New call-to-action

In-House vs. Agency Marketing: Which is Best For You?

In-House vs. Agency Marketing: Which is Best For You?

In-House vs. Agency Marketing: Which is Best For You?

Whether you’re a manufacturer, an e-commerce retailer, a housing developer, or a dentist, marketing is important. It’s what gets your company’s name out there, and it’s what brings in the leads you need to grow. 

So, it’s not a big surprise to hear that you need marketing. 

How you implement marketing is the tougher choice. 

Depending on your industry and your business size, you’re probably looking at either in-house marketing support or hiring a marketing agency. Whether you’ve just started your search, or aren’t sure which direction to go, this blog breaks down the in-house vs agency marketing comparison, so you can make an educated decision based on your company’s marketing needs. 

In-house vs. Agency Marketing: What’s the Difference?

The two most popular ways to effectively market your company are to hire someone in-house or to hire a marketing agency. The most basic difference between the two options is who you hire.

When you choose to hire in-house for your marketing team, you find and hire a new employee who works in your office, and whose sole responsibility is marketing your company. 

When you hire a marketing agency, you’re working with a team of marketing experts to develop marketing strategies that will help your company reach your goals. 

New call-to-action

In-house vs. Agency Marketing: The Breakdown

If you’re just here for a quick assessment, take a look at this chart. 

in-house-vs-agency-marketing

In-House Marketing

Basically, an in-house marketing team is best for the company that wants constant, immediate contact with your marketing support.

It’s good to know that this quick communication doesn’t translate to fast turn-around time.

Remember, you just have one, maybe two people on staff. Though you can talk to them at the office, they might not be able to implement your plans instantly, because they probably have a lot on their plate. 

Marketing Agency

A digital marketing agency is best for the company who wants a comprehensive marketing strategy and is looking for expert advice on every aspect of it.

Agencies have specialists on staff for everything from SEO to content strategy, social media, PPC, and even email campaigns.

With the added capacity, a marketing agency can typically implement a wider breadth of marketing campaigns faster than a one or two-person in-house team could. If agility is important to you, a digital marketing or inbound agency might be the better option for you. 

Still stuck? 

That’s chill — I’ve got a complete breakdown just waiting for you. Let’s go step by step through some of the most important points that could sway your decision between in house vs. agency marketing. We’ll start with expertise, but feel free to use the menu below to navigate to whatever you’re most interested in. 

Expertise: Your Team vs. A Team of Specialists

If you’re investing in marketing, you want someone who knows what they’re doing. In-house vs agency marketing each offer a different type of expertise. 

In-house marketing: Your team

  • You hire someone who works on your team to market your company. They are personally invested in the company and have a very close understanding of your brand. 
  • They’re just one person. While they may have marketing expertise in a wide range of marketing subjects, they’ll have to apply that knowledge broadly, across a range of marketing tactics.

Marketing agency: A team of specialists

  • When you hire an agency, you have instant access to a team of marketers with specialized expertise in every marketing channel you’re interested in. From PPC and paid search specialists to SEO wizards and content strategists, you have access to a breadth of knowledge that’s as deep as it is wide. 
  • If you choose to work with an agency, you will have to bring them up to speed on your brand and your products.
CTA-Brutally-Honest-Website-Checklist-[button-02]

Time-to-Onboard

Another big consideration to make when evaluating the decision between an in-house marketer vs. a marketing agency is how long it will take to onboard, and how long it’ll take to see results. The process of hiring a marketing employee or hiring a marketing agency will take time, but after you’ve completed the process, a team of marketers is going to be able to get to work a bit faster than a single marketer would.

In-house marketing: 

  • Hiring. You’ll have to advertise your position, run through interviews, and ultimately hire someone. Then, that person will have to get up to speed with your company and begin implementing marketing tactics. 
  • Just one person. Most companies start an in-house marketing team with just one person. While you get the benefit of your very own, personal marketer, that also comes along with the drawback that they’re just one person. It could take months for them to strategize and build out every marketing campaign you have in mind. 
Marketing agency: 

  • Finding an agency. Just like hiring an in-house marketer, you’ll still have to interview and assess a few different agency bids before you can choose a marketing agency that’s right for your company.
  • More hands on deck. Once you’ve chosen an agency, the onboarding process is much faster. Since your marketing agency has more people to support your marketing efforts, they can get started with more campaigns, more quickly. That means faster returns for you.

Communication

Communication is important to your marketing strategy’s success. Your marketing team has to understand your brand, your company, your audience, and of course, your goals. Having a clear path of communication is essential to ensuring that your marketing team is implementing tactics that deliver the kind of success you’re looking for. 

In-house marketing: 

  • Your team is in the office. You don’t have to worry about a lag in communication, if you need something done, you can just walk over to your marketing manager’s desk. 
  • Your team is small. Remember that quick communication doesn’t mean quick implementation. Just because your marketing team is in-house doesn’t mean they’ll have the capacity to complete every task right now. (We’ll talk more about capacity next.)

Marketing agency: 

  • You communicate with an account manager. Most digital marketing agencies will have one dedicated account manager assigned to your company. That person will be your point of contact, and they’ll relay any of your requests to key specialists on the team. 
  • Communication can still be efficient. Most marketing agencies have a time limit that keeps them accountable to their clients. If you’re working with a quality agency, you shouldn’t have to wait longer than 48 hours to hear from them. And again, they should have the capacity to handle most reasonable requests quickly, which brings me to my next point: 
New call-to-action

Capacity & Scalability

How quickly your marketing team can get something done is important. If you want to implement a holiday campaign, you shouldn’t have to bring it up in June to make sure it happens by November. Your marketing team’s speed is directly related to its capacity. Scalability matters here too — if your company has a degree of seasonality, you’ll likely want to scale marketing services up or down depending on your current needs. 

In-house marketing: 

  • Capacity and scalability are directly related to how many employees you have. If your in-house team is just one marketing manager, they’ll have less capacity, and won’t be able to take on additional work easily. Scaling down isn’t easy either. 

Marketing agency: 

  • Capacity is given. The point of working with a marketing agency is that you’re essentially hiring an entire team to support your company. They’ll have the capacity to take on more work should you need more service.

  • Scalability is simple. Whether your company needs more or less support, it’s as easy as making a call to your agency account manager. Put more of your budget to PPC one month, or scale up all efforts to gear up for a particularly busy season. 

Keeping Up with Industry Trends

Life moves pretty fast. Especially when you’re working in digital marketing. You want marketing support that is on top of industry trends, so your company is always following marketing best practices that put you ahead of the competition. 

In-house marketing:

  • Your in-house employees are busy. Especially if you have a small team handling your entire marketing strategy, it’s likely that they have limited time to research, take classes, and make sure they’re always following best practices. 
  • You’re their only client. With an in-house marketing team, it’s easy for creativity to drop off. While your marketing team is full of amazing, creative people, they’re always looking at ways to market you, which can cause your strategy to stale over time. 
Marketing agency: 

  • Marketing is your marketing agency’s only job. An agency lives and dies by its ability to deliver results for clients. That means keeping up on industry trends and best practices is essential. A quality marketing agency makes time for continued education on staff because it is necessary for their success. 
  • They see different marketing tactics in action every day. Because a marketing agency works with a range of clients, they’re always testing new marketing strategies, implementing new tactics, and keeping their marketing practices fresh. They can bring everything they’ve learned working with other clients to your marketing strategy.

Cost

The biggest sticking point when it comes to choosing between in-house vs. agency marketing is cost. No matter what, you’ll pay a salary and benefits for an employee, and a retainer fee for your marketing agency. Which costs more? Let’s take a look: 

In-house marketing: 

  • You pay a salary. When you opt for in-house marketing, your expense is equal to the salary of any marketing employees. This includes their salary and their benefits, and it is a fixed cost. 
  • You pay any ad spend. On top of the employee’s salary, you’ll also pay for any ad campaigns you run.
Marketing agency: 

  • You pay a retainer. When you work with a marketing agency, you pay a retainer for marketing services received. Generally, these are fixed retainers, though they can be changed or adjusted according to your company’s specific needs. For example, if you had a little extra room in the budget one month, you could put that money towards an additional marketing campaign. 
  • You pay ad spend. You’ll also pay for any ad campaigns you run with the marketing agency. That ad budget is separate from your retainer fee.

Return on Investment

If the cost section didn’t exactly answer your question about how much it costs to hire someone in-house vs. a marketing agency, that’s because it depends. You might spend between $50,000-$70,000 to hire a marketing manager, and an equal or even greater yearly spend on a marketing agency.

It can be hard to judge what the actual cost of your marketing support will be until you look at the returns. 

In-house marketing:

  • You’ll only return as much as your in-house team can put in. If you just have one person on staff, it can take some time to get PPC campaigns, regular content development, email campaigns, automated workflows, and SEO updates to your website, and more going. 
  • If you’ve got just one person on staff, you’re only going to see returns from what they were able to get going, and it can take as long as a year, or more, to have completely optimized campaigns running.

Marketing agency: 

  • Greater capacity = greater results. No matter how much you spend on an agency (as long as it’s a good agency), they’re able to deliver results faster, because they are more specialized and have more manpower. That means you’ll see greater returns from a marketing agency, and you’ll be able to grow faster. 

In-house vs. Agency Marketing: Where Did You End Up?

At this point, you might have a clear picture of what your company needs, or you might still be stuck. 

Either option is fine. 

Every company functions a little differently and has slightly different marketing needs. Obviously, the Evenbound team is a fan of marketing agencies, because that’s what we are. But, you should know that a lot of our clients have in-house marketing pros, and they still work with us to support that in-house team. 

If you’re having trouble deciding whether in-house or agency marketing is right for you, it’s possible that both might be a better fit. The benefit of working with an agency is that we scale our services to accommodate your business needs.

If you’ve got a kick-ass social media person on-staff, they might benefit from support in SEO or PPC, so they can focus more of their time on what they do really well, and what’s delivering serious results for your company. 

In the end, the choice comes down to what your company needs, and the method that will help fill that need in the most productive and efficient way. If you can’t figure out what you need, or you know that an agency can help support your already busy team, Evenbound is here to help

Decided a digital marketing agency is right for you? Here are 8 Questions to Ask a Digital Marketing Agency before you sign with them.

New call-to-action
New call-to-action

How to Market a Construction Company: A Complete Guide

How to Market a Construction Company: A Complete Guide

How to Market a Construction Company: A Complete Guide

Building a marketing plan or marketing strategy is never an easy task. When you’re marketing an entire construction company, there is so much to consider. Many construction companies have succeeded for decades based on word-of-mouth referrals and name recognition, and are just now finding that it’s not working as well anymore. 

The problem is, consumers are starting to trend away from making a purchasing decision based solely on referral, and construction companies without a solid digital presence are starting to fall behind. 

If you’re looking for ways to market your construction company using new tactics like digital and inbound marketing, this is the guide for you. 

Part resource and part article round-up, this complete guide to marketing a construction company will cover everything you need to know to start marketing to the modern consumer.

New call-to-action

Identify Your Target Market

Before you start any kind of marketing effort, it’s absolutely imperative that you know who you’re marketing to.

For construction companies especially, identifying your target market is essential to getting more of the right jobs. 

I’ve talked about Why Contractors Should Know Their Target Market before, so I won’t go too far into it. I will say, if you’re frustrated that your construction company can’t seem to break into a higher market, this is the step that will help you break that cycle. 

Typically, construction companies get busy taking every job that comes up. While that’s necessary when you’re starting out, it can hold you back from business growth once you’re more established. 

Start marketing your construction company to the leads and projects you want. Identify: 

step by step guide to defining your buyer persona
  • Your ideal project budget range
  • What kind of construction you want to do
  • Who is the decision-maker for that project
  • Who might be doing research and collecting bids for that decision-maker?

All of those answers combine to make up your target market. You can further refine your target market into specific buyer personas

This is a critical step in marketing any construction company. If you want to get bigger, better jobs, you have to know who is making the decisions for those jobs and create marketing strategies and content that speak to them. 

Understand the Basics of Digital Marketing

Once you understand who your target market is, you can get started marketing to them.

But, to do that, you kind of have to know how to market to them. 

If your construction company is working hard to revamp your marketing strategy, it’s important to have a solid understanding of general digital marketing best practices. 

Many construction companies are used to more traditional marketing methods, like print advertising, that just don’t deliver the results you’re looking for. To develop a marketing strategy that puts your construction company ahead of the competition, start with a few basics: 

Familiarize yourself with terms and tactics like: 

I get that this might seem overwhelming. It’s an entire marketing methodology, after all. It can be daunting to scroll through all of those terms and tactics, but I find it helpful to keep one thing in mind. 

The key to any successful marketing strategy is putting your customer front and center, at all times. 

If you are taking steps to improve your website and your digital presence in a way that will be helpful for your ideal customer, you’re on your way to a marketing strategy that delivers results. 

New call-to-action

Set Some Goals for your Construction Company

There’s just one more thing to do before you start digging into the real work of developing a marketing strategy for your construction company. 

Set some goals. 

I’ve talked about goal setting in way too many blogs to count, so check out a couple of these blogs for more info on exactly how to set effective goals. 

The point here is that you won’t know if your marketing tactics are successful unless you have some way to measure them. 

goal-setting-construction-companies

Setting goals also helps guide your marketing strategy and can make an overwhelming marketing methodology feel more manageable by identifying exactly the tactics you need to invest in to reach your goals. 

When you set specific, measurable goals that define what success looks like to your construction company, that “where to start” piece just falls into place. 

For example, let’s say your goal is to grow your construction company’s digital presence. You’ve decided to define that by the traffic numbers your website sees. 

If you want to grow your website traffic by 20% in the next six months, it’s not too hard to figure out where you need to start. You need to invest in marketing tactics that draw people to your website. 

By defining your construction company’s marketing goals, you can easily zero in on the marketing tactics that can deliver that success. 

Start Marketing: Key Tactics Your Construction Company Should Focus On First

With an established target market, a confident understanding of digital marketing tactics, and solid goals for your construction company’s marketing strategy, you’ve got everything you need to get the ball rolling. 

At this point, you’ve done most of the hard work. Even though marketing might sound intimidating, remember that you’ve already done a lot to make getting started manageable. 

Start with the tactics that will push your construction company to the goals you’ve set. Take each tactic one at a time, and you’ll quickly build up to a solid marketing strategy that can generate leads for your construction company

In this section, we’ll cover 6 marketing tactics that can deliver the growth you’re looking for. Jump to the sections that best fit your marketing goals, or run through these in order to get a more comprehensive sense of how to effectively marketing a construction company: 
New call-to-action

Local SEO is Critical For Most Construction Companies

Local SEO is critical to most construction companies, because you likely work in a certain geographical area. Whether you have crews in one area, or you have a few locations, you need to show up in local searches. Why?

Let’s think about your buyer’s journey. 

construction-companies-near-me-example

What do you think most people are going to search for when they’re looking for a construction company or contractor?

If you guessed, “construction companies near me”, you’d be right. 

You need to nail your local SEO to show up in those critical searches. 

Not sure where to start with local SEO? Here are a few must-make improvements to take care of right away:

  • Claim your Google My Business Listing
  • Claim your Facebook page if you haven’t already
  • Make sure your name, address, and phone number are consistent across platforms
  • Have a dedicated section on your website that clearly outlines where your offices are located, and what regions you serve. 
google-my-business-example

Once you’ve got those taken care of, check out these resources for more info on beefing up your local search presence, from why it’s important to how to do it, the right way. 

Shape Up Your Construction Company’s Website

If your website isn’t working, there’s no digital marketing effort in the world that will get you the results you’re looking for. 

Nearly every digital marketing tactic revolves around the functionality and success of your website. 

Think of your website as your construction company’s digital office. 

Every marketing tactic you employ, from social media marketing to content development and even paid advertising, is designed to drive people back to your website, where they can call you, fill out a form, or learn more about your services. 

If your website doesn’t work or isn’t optimized for those visitors, your construction company’s marketing strategy will inevitably fall flat. 

Not sure if your website is working for you or not? We’ve got a tool for that. 

brutally honest website checklist

This checklist will tell you — in no uncertain terms — where your website is looking good, and where it needs some improvements. 

From there, you can start to make improvements that will move the needle on your construction company’s marketing goals. 

Implementing landing pages and calls-to-action will help you convert more site visitors. 

Optimizing your site for SEO will help draw in more of those site visitors. 

These resources can help you implement changes that will drive results: 

Like any aspect of your construction company’s marketing strategy, it’s best to start small. 

Spend time updating a few key pages of your website, and let them start working for you. You can always make improvements as you go, but it’s most important to get something good out there as quickly as possible. 

If you’re having trouble settling on implementation, and your team is dragging their feet on making website updates, I’d encourage you to check out Growth-Driven Website Design. It’s a great way to get your marketing strategy up and running in a way that truly delivers results. 

Content Marketing to Boost Your Construction Company’s Authority

inbound marketing vs content marketing

Any quality digital marketing strategy makes use of content marketing

It’s the best marketing tactic you have to: 

  • Improve brand awareness
  • Draw in more visitors to your website

Content marketing can also help to nurture leads through their buyer’s journey and position you as an authority in your market. 

Inbound content marketing is about delivering the relevant information your ideal customer is already searching for. 

By providing helpful answers to the questions your ideal client is asking, you start to build trust while pulling them into your website. 

The more people you have on your website, reading your amazing content, the greater your potential to convert leads. 

While content marketing is a simple concept at its heart — write great content, get great leads, there’s a lot of thought that goes into what and how to write that content that will deliver the results you’re looking for. Here a few resources to get you started there: 

Social Media to Increase Brand Awareness in Your Target Markets

advertising-social-media-ad-campaign

If content marketing is how you draw in new traffic and qualified leads, social media is how you amplify that content and your brand to increase your reach. 

Many construction companies feel that, since your industry is more professional, you don’t really have a place on social media platforms. 

That’s simply just not true. 

Regardless of how professional your projects are, the people who are in charge of planning them and signing off on them are people. 

And most people have social media accounts. 

Social media is a rich platform to grow brand awareness for your construction company, helping you reach more people and gain a better position in your industry. 

The key to doing social media right, like any other aspect of marketing a construction company, is starting small. 

Couch-MountainSocial-Post
Hometown-Dev-Social-Post

Pick one social media platform that you know your company can do well on. In general, we’d suggest Facebook or Instagram for a construction company, although LinkedIn could also be successful. 

  • Take the time to get to know that platform and build a following. 
  • Share posts and content from other industry leaders that’s relevant to your ideal buyers
  • Share your own content
  • Post regularly — at least once or twice a week

When you start to see success with that first social media platform, then you can begin to branch out. But take the time to really experiment and understand one platform first. When that’s working to deliver leads, you know you’ve got what it takes to try another platform. 

If your construction company is struggling to increase your brand awareness with social media, these articles can help you better connect with your audience. 

Paid Advertising to Draw in More of the Right Traffic, Right Now

Okay, so your content marketing strategy is drawing people in. 

Your social media strategy is amplifying your voice and expanding your reach. 

Your website is optimized to convert leads when they get there. 

And your local SEO is putting you front-and-center for relevant local searches. 

What could possibly be left?

Paid advertising. 

Now, yes, this is technically not marketing, it’s advertising, but it’s still an important component of your construction company’s marketing strategy. 

When implemented properly, paid advertising can give you that extra leg up against the competition. Paid ads: 

  • Put you ahead of the competition
  • Get you in front of ideal leads who are ready to buy
  • Can help deliver leads now, while your organic marketing strategies start to gain traction.
New call-to-action

But, the kicker with paid ads is of course you’re paying for them. So it’s really important — no matter how big or small your budget — that you’re putting in the time to develop a solid paid ads strategy. 

For construction companies in particular, paid advertising can be especially competitive. Many construction pros spend money on the same popular key terms and phrases, which can drive the cost of your campaigns up. 

The hack here is to take the time to do a competitive analysis.

What keywords are your competitors bidding on? Are there long-tail keywords they might be missing?

A competitive analysis can give you a great picture of what other companies like yours are doing to draw in more of the right leads. But, it’s important to remember that you shouldn’t bid on a keyword just because your competition is. Choose keywords that make sense for your company and your goals. 

Construction companies also struggle to decide on a reasonable budget for their ad campaigns. How much should you be spending, and what should your results look like on that budget?

EB Google Ads Benchmark Monthly Spend

Check out our Google Ads Benchmarks By Industry article for real-life answers to those questions, based on the work we do for construction companies just like yours. 

For more info on getting started with paid ads, from Google and paid search to paid social media advertising, check out these resources: 

Email Marketing to Automate Lead Nurturing

While most of these construction marketing tactics have been geared at drawing in more of the right leads, what do you do about those leads who are a good fit, but just aren’t ready to make a purchase?

You email them. 

Email marketing is one of the most effective marketing tactics your construction company has to reach out to people you know are qualified leads and help pull them through the buyer’s journey. 

Inbound marketing is focused on the successful tactic of delivering the right message, to the right person, at exactly the right time. 

Email marketing is one of the most effective ways to do that. 

Everyone you have on your email list is someone who has given you their email address. 

That means, to some extent, they are interested in your construction company. 

You can leverage those leads successfully by implementing an email marketing strategy. Here are a few tips to help you build out an email marketing strategy that works:

How to Market A Construction Company: Bringing it All Together

So there you have it. A complete guide to marketing your construction company. 

I know we covered a ton of topics and tactics, so it’s worth a quick wrap-up. 

No matter where your construction company is in the marketing process, whether you’re just now starting to transition away from traditional marketing, or you’ve been optimizing your website for the past month, remember that analysis and optimization are always the keys to your success. 

You can implement every single one of these marketing strategies, but if you never look back to analyze your results or optimize future campaigns, you’re unlikely to reach those goals you set out at the very beginning of your marketing campaign. 

Take a little time out of each month to look back on the previous month or quarter’s success. What worked? What didn’t? Are there improvements you can make? Is there a marketing tactic your construction company just can’t seem to make work?

Just taking an hour a month to analyze your past results, and apply your findings to new campaigns can put you heads and tails above the competition. 

There’s a lot that goes into digital marketing, especially for construction companies. While starting a  brand new marketing strategy might feel daunting, just take it slowly, step-by-step, and you’ll start to see results that bring you closer to your goals. 

Not sure if digital marketing is worth the work? Check out this case study:

New call-to-action
New call-to-action

Conversational Marketing: What It Is and Why You Need It

Conversational Marketing: What It Is and Why You Need It

Conversational Marketing: What It Is and Why You Need It

Lately, it seems like all anyone’s talking about in the inbound marketing world is conversational marketing. If you’re new to conversational marketing or are thinking about doing more with chatbots, live chat, or SMS marketing at your company, this blog is going to cover what you need to know to get started.

From what conversational marketing is, to why you should care about it, we’re going to cover it all. Plus, if you stick around, I’ll even give you two easy ways to get started with conversational marketing right now

Let’s jump in:

What is Conversational Marketing?

Conversational marketing is a marketing strategy that prioritizes one-to-one interactions between a company and a lead. The kicker is that conversational marketing should always happen on the lead’s schedule. It’s a way of connecting with your leads and prospects in the most frictionless way possible — on their schedule and in the medium that is most comfortable for them.  

If you think of chatbots when you think of conversational marketing, you’re right. But conversational marketing is also a whole lot more than just chatbots. 

New call-to-action

What Apps, Platforms, and Features are Considered Conversational Marketing Tools?

Any marketing tool or messaging platform that allows you to connect with a lead or customer one-on-one is conversational marketing. The proof is in the name — conversation. That means that yes, chatbots are certainly one form of conversational marketing, but they’re not the only tool. Other forms of conversational marketing might include: 

  • SMS marketing — directly connecting with leads and clients via text. 
  • Social media messaging — another way to connect directly with leads and prospects.
  • Slack channels — allowing promoters and visitors to share their questions, concerns, and positive interactions together in one spot.

Conversational marketing is a broad term. It encompasses any type of marketing that is a direct one-on-one conversation between you and a client or lead. For this article, we’re going to focus on pretty obvious examples of conversational marketing, like live chat, chatbots, and SMS messaging, but it’s good to know that the term can encompass much more. 

3 Reasons to Care About Conversational Marketing

Now that we know what conversational marketing is and what it looks like, why would you use it? Do you actually need conversational marketing?

Well, let’s think of it this way —  do you want more leads?

 

Do you want to shorten your sales cycle?

 

Yup. Thought so. 

While conversational marketing shouldn’t take the place of your other marketing strategies — your content marketing, social media marketing, or email marketing — it’s an amazing supplemental tool that enables you to speak directly with your leads and solve their pain points at exactly the right time for them. Let’s take a look at three reasons you should care about conversational marketing. 

01. Connect with your customers on their schedule

We know that the most effective marketing is marketing that delivers the right message, to the right person, at the right time. 

Conversational marketing is a tool that puts you directly in front of your leads and prospects whenever they’re most engaged, whether that’s at 7 am over their first cup of coffee, or 10 pm when they’re clicking around while watching TV. 

We’re so glad you asked. We’re proud to say that our company has grown more than 60% year over year for the past few years. And we did it using our own marketing strategies. Since we know how to make growth happen, and we’ve done it, both for our clients and for ourselves, we think it’s time to take that info on the road.

When automated chatbots can answer commonly asked questions or provide more information on a topic the lead is already searching, conversational marketing is a way to nurture leads 24/7. 

02. You gain insight into your customer’s wants and needs

Yes, conversational marketing is an exceptional tool for nurturing leads. It can help cut downtime in the sales cycle and supports your sales team even when they’re off the clock. 

But, conversational marketing is also a great tool for your marketing strategy. 

Conversational marketing tactics, from chatbots to SMS messaging tell you quite a lot about who your customers are, and what they want from you. 

There’s a wealth of data to be gained from any conversational marketing campaign, including: 

  • Where your customers are. SMS marketing means you have your customer’s phone numbers. For companies that serve large regions, this can tell you in what areas you’re seeing the most engagement. 
  • When your customers are most engaged. By implementing conversational marketing, you can see when the best time is to engage with your customers. Maybe you get the most chatbot submissions late at night. Or you get a lot of Facebook Messenger inquiries around noon. That’s useful information you can use to better tailor your email marketing delivery times, and even when your sales team makes outreach calls. 
  • What your customers want to know. When your customers are asking their questions in chatbots and through messaging apps, you have documentation of the questions they’re asking most often. You can use this data to inform a more successful content strategy. 
  • Common problems or pain points your customers are experiencing. Conversational marketing can help you identify the areas where leads or prospects are running into problems with your product or service, or what problems they’re looking to solve. 

03. Build relationships with reliable positive interactions

There’s a classic marketing statistic that says it takes anywhere from 6-10 touches with your company for a lead to make a purchasing decision. 

In each of those 6-10 touches with a lead, they need to have a positive experience. Every time they encounter your company, from your messaging to your marketing and sales interactions, your email marketing, and even your content marketing, the message you deliver should provide a positive experience and some sort of value for the lead. 

Conversational marketing is an exceptional way to build customer relationships by delivering reliable, value-added positive interactions. Basically, you need to make those leads like you.

And you do that by delivering the information they want or that is helpful to them.

If you’re implementing conversational marketing in a way that is enhancing your customer’s experience with your company — rather than being disruptive — you’re helping move that lead towards a sale.

Conversational marketing is inherently nurturing if you’re doing it right.

You are connecting with each customer on a one-to-one level which is very much a relationship-building interaction. When you’re solving each lead’s specific and personal pain points with great content and helpful service, you’re building those positive relationships that will not just lead to a sale, but that can also convert that customer into a promoter for your brand. 

2 Easy Ways to Implement Conversational Marketing Right Now

So we’ve talked a little bit about what conversational marketing is, and why it’s useful. If you’re interested in implementing conversational marketing, but aren’t sure where to start, here are two easy ways you can get started now. 

A Welcome Chatbot

Live chat can feel a little intimidating if you’re just starting your conversational marketing campaign. Take it down a notch by just building a “welcome” or “sign up for our newsletter” chatbot that can go anywhere on your site. 

First, choose a chatbot you like. No surprise, we like HubSpot’s chatbot options. You can also implement Facebook Messenger for free on your site, and there are a host of free options available online. 

Next, build out a little bit of content. 

Welcome Message

Make it clear that your users are talking to a bot.

(There’s a misconception that people don’t like talking to bots. The truth is that people don’t like talking to bots that are trying to pretend they’re people. Just be honest.)

“Hi, I’m Evenbot! Welcome to the Evenbound Website.” 

EB Chatbot Page Real Estate
EB Chat Icon
EB Chatbot Welcome

Create an Action

If this is a welcome bot or a newsletter bot, that’s pretty simple.

“Would you like kick-ass marketing tips delivered right to your inbox once a month?”

Then hit them with Yes and No button options.

If They Click No

Your response should pleasantly end the conversation.

“Sounds good! I’m here for you if you run into any questions. Just type “Hey” to start a new conversation.”

EB Chatbot no
EB Chatbot Yes

If They Click Yes

Now is your time for a soft conversion.

“Great! I just need to know where to send your monthly marketing tips. What’s a good email address for you?”

Tada! Chatbot created and visitor converted. 

Put this chatbot on a few of your highly-trafficked pages — your homepage, your blog, or your services page — and see how it performs. 

As you get more comfortable with your chatbot, you might consider implementing more personalized chatbots, or even a live chat. 

SMS Marketing

SMS marketing sounds scary, but it’s actually pretty simple. If you look at SMS marketing as a way to provide better service to your customers, you’re already starting on the right foot.

For example, let’s say someone makes a purchase. When you collect their phone number as they make the purchase, ask if they’d like text updates on the status of their order. 

When they opt-in, they’ll get texts about their order, like when it’s shipped, what the tracking number is, and when their order is out for delivery. That’s an awesome value-add that many people would love to have. 

Then, down the road a few months, you can send them a text with an exclusive promotional order for a complementary product or service. 

SMS Marketing Opt-In Example

This is a great example of SMS marketing done well. After I opted in to get text messages with this swimsuit company, see what they sent. 

A free shipping promo, and a promise that they’d only send texts with big news or deals. That’s a level of interruption most consumers can handle.

SMS Marketing Promo Example

Allowing clients to schedule meetings or appointments by text is another great way to remove some of the friction in your customer’s sales cycle. 

SMS Marketing Appointments

SMS Marketing Appointment Booking Example

This is another cool one. I needed new skates. The local pro shop had a quick click-to-text feature on their site. I sent a message about what I was looking for, and the manager got right back to me. 

Rather than having to stop in when the shop was busy or closed, I set up a time to come in and visit that was convenient for me. I’m happy and they got a new customer. 

The best ways to implement SMS marketing are ways that make your lead’s life easier. If they don’t want to talk on the phone, or if they don’t like searching for your message in a messy inbox, a text message gets them the information they need in a very accessible way. 

Just make sure you’re not using text marketing to blow up a customer’s phone or to engage in disruptive marketing. If you’re constantly sending promotions or trying to make the hard sale through an SMS message, you won’t see results. 

Use SMS marketing as a complement to your sales team’s efforts, and put the responsibility on the customer to decide that SMS is the better method of communication for them. 

Whether you decide to build out your first chatbot or start encouraging leads to book their appointments by text message, conversational marketing is a powerful tool in any company’s marketing and sales toolbox. If you’re not sure how to implement things like chatbots or instant messenger features, Evenbound would be happy to help

New call-to-action
New call-to-action

3 Manufacturing Marketing Strategies That Drive Sales

3 Manufacturing Marketing Strategies That Drive Sales

3 Manufacturing Marketing Strategies That Drive Sales

Quality manufacturing marketing strategies can be a struggle to find and implement. For many manufacturing companies, marketing is only recently necessary. In decades past, you probably relied primarily on word-of-mouth referrals, and for the most part, you still do today. The problem is that fewer of your ideal buyers are relying solely on word-of-mouth referrals.

Maybe you’ve recognized that you need to grow your position and presence in your market. Maybe you’ve noticed that competitors have a more prominent digital presence than you. 

Whatever the reason, there are a range of manufacturing marketing strategies you can use to draw in more of the right leads and shorten the sales cycle. If you’re looking for ways to grow your manufacturing company, these three manufacturing marketing strategies are proven to help you close more of the right deals, faster. Let’s take a look. 

01. Align Sales and Marketing Teams

Marketing isn’t a new concept for most manufacturers, but it does tend to be a tricky one. Many of the manufacturers we’ve worked with here at Evenbound either: 

  • Don’t have a marketing team. They have a few sales people who take the lead on some marketing initiatives, like developing mailers, brochures, or updating the website, but they don’t have a dedicated team of marketers supporting the manufacturing company. 
  • Have a marketing team that functions separately from the rest of the company. Marketing has its own department that doesn’t often interact with sales reps, product engineers, and more.

Both of these strategies are understandable — in the past they’ve worked well. But neither strategy is winning you sales today. 

New call-to-action

Today, any consumer, including the buyers and purchasers your manufacturing company so often sells to, is inundated with marketing and sales messaging. That means it’s more important than ever for you to absolutely nail any marketing message that’s going out into the world. 

Sales and marketing alignment is the first step to setting your manufacturing company up for marketing that drives sales. 

Since we have so much content out there already, I won’t go too far into it. When you’re on board, check out some of these other blogs we’ve got up on the site:

I will mention a few key points though. 

Sales and Marketing Alignment: Why it Works for Manufacturers

Sales and marketing alignment isn’t some huge, scary thing. It’s just getting your marketing and sales team in the same room, so they can share their separate experiences and expertise with the other team. 

When your sales and marketing teams are in the same room they can decide together: 

  • Who to market to
  • What a good lead looks like
  • The best methods to draw those great leads in
  • How to work together to nurture and close those ideal leads

Sales and marketing alignment is a manufacturing marketing strategy guaranteed to boost sales. 

When you have a dedicated marketing team who understands what leads are the most attractive to your sales team, they can implement manufacturing marketing tactics and strategies that work to pull that ideal lead in. 

02. Account-Based Marketing

When it comes to manufacturer marketing, it’s not uncommon to market to a small pool of companies. We often find our industrial manufacturing clients know exactly who they want to sell to. Especially if you’re selling a niche product for a specific market, you likely already know the key industry players. 

That’s why Account-Based Marketing is such a useful manufacturing marketing strategy. 

What is Account-Based Marketing?

Account-Based Marketing (ABM) is a hyper-specific marketing strategy that focuses on targeting marketing efforts to key accounts, rather than marketing to a large group of potential prospects or to a more general industry. Check out this handy ABM diagram from the team at Intercom for a visual: 

abm-diagram

When you use account-based marketing as a manufacturing marketing strategy, you do the work of identifying key companies and accounts that you know would be a great fit for your product or service.

Then, your marketing team gets to work developing highly-targeted marketing content that’s addressed to the five or six stakeholders at that company. These are the people who are most likely to make the decision to go with your product over a competitor’s. 

Why is Account-Based Marketing An Ideal Manufacturing Marketing Strategy?

While ABM doesn’t work for everyone, it’s a great manufacturing marketing strategy, especially for heavy industrial manufacturers who know exactly where they want their products placed. The benefit for companies like this is that you’re putting all of your marketing efforts into accounts that you know can deliver significant returns. When you close, ROI is known and significant. 

The benefit of ABM for manufacturers is that you’re only spending time and resources on the accounts you know can convert and deliver ROI for your company

03. Inbound Marketing for Manufacturers

The third manufacturing marketing strategy here won’t come as much of a surprise if you’re familiar with the Evenbound team. 

Inbound marketing is a smart, cost-effective, and proven manufacturing marketing strategy. 

If you’re implementing the other two manufacturing marketing strategies mentioned earlier, inbound marketing is only more effective. 

When your sales and marketing teams are aligned, and you have a clear picture of who exactly you want to market to, inbound marketing is a powerful tool for manufacturers

How Does Inbound Marketing Pair with ABM & Sales and Marketing Alignment?

Inbound marketing works to draw in the right, qualified leads to your website. By developing and putting out content that your ideal buyers are searching for, you pull them into your site in a way that’s helpful, rather than disruptive. Let’s take a look at how HubSpot visualizes inbound marketing: 

inbound-marketing-flywheel

For more information about HubSpot’s Flywheel, check out our blog: Understanding the HubSpot Flywheel. 

When you become a part of your lead’s researching phase, you can then nurture that lead with more content and marketing and sales contact that helps them through their buyer’s journey. 

Then, when that lead is ready to make a purchasing decision, you’re top of mind. If you’ve been nurturing that lead, answering their questions, and providing the resources they need to make the right decision for their company, they’ll choose to buy from you. 

Does Inbound Marketing Actually Work for Manufacturers?

So that was a lot of information, but not a lot of data. Let’s look at some numbers to see if inbound marketing actually does work for manufacturers. 

This graph shows the number of sessions of a company that sells a very niche industrial manufacturing product. 

Results-session-increase-from-inbound-marketing

As the Evenbound team began to publish content and optimize the client’s website for search engines, you can see that their sessions — or the number of people coming to their website — began to rise. From October to March, that traffic more than doubled. 

Since we’re optimizing their site for keywords that are relevant to that manufacturing client’s ideal buyer, that increase in sessions represents a significant increase in the number of qualified leads making it to that client’s site. 

With more qualified leads coming to them, that client can now nurture those leads with email marketing, retargeting, and personalized sales interactions, to close more of the right deals, faster. 

I get it, that’s just one example. If you’re not sure these manufacturing marketing strategies really work, take a look at our previous work. We have a range of case studies that showcase exactly what we’ve done to deliver quality results for manufacturers. All of our case studies are ungated and free for you to look at whenever is convenient for you. 

But you can also check out this one and many others on Our Work page. 

New call-to-action
New call-to-action

And if you have any questions about implementing marketing strategies like Account-Based Marketing or Inbound Marketing to drive sales for your manufacturing company, just give us a shout. We are pros at marketing industrial manufacturers, and we’d be more than happy to help you too. 

Construction Companies: 4 Ways to Align Sales and Marketing

Construction Companies: 4 Ways to Align Sales and Marketing

Construction Companies: 4 Ways to Align Sales and Marketing

There is a ton of information on the internet about sales and marketing alignment. A lot of it talks about opening up lines of communication. While that’s true, it’s not particularly actionable or specific. 

We’ve written quite a bit about sales and marketing alignment. What it is, what it can do for you, and how to use HubSpot to make it happen. What we haven’t talked much about are specific, actionable steps our clients can take to get sales and marketing on the same page. 

With this blog, I’m sharing 4 ways construction companies can align sales and marketing teams for overall business growth. 

If you’re not a construction company, don’t worry, I still have resources for you: 

New call-to-action

But if you are a construction pro looking for ways to boost that bottom line, here are 4 specific, actionable ways to align sales and marketing for overall company growth:

01. Leverage Sales Reps’ Direct Customer Experience

Let me guess: 

Your marketing team feels like they’re delivering the sales team leads that sales just doesn’t follow up on. Your sales team complains that marketing just isn’t sending them any good leads. 

Yeah, it’s that common. 

The solution? Leverage your sales reps’ experience working directly with customers on the job to better define your ideal leads and buyer personas. 

Here’s how that works.

Your sales team has inside information the marketing team needs. 

In the construction industry especially, it’s easy for sales reps to become distanced from the rest of the team. They’re often out in the field talking and working directly with customers, with little reason to head back to the office. 

But, your sales team has valuable information your marketing team can put to work for you and the sales team. They have first-hand experience working with your ideal customers — they know what they do, what their pain points are, what pushes them to close a deal, and what might stop them from closing. 

Sales should share key buyer demographics, challenges, and pain points with Marketing.

Here’s an example of a problem that can happen when marketing doesn’t use the sales team’s insider knowledge.  

The marketing team writes a buyer persona for a male general contractor in his 50s.

They say he’s the key decision-maker for your ideal type of large commercial building project. Marketing develops content with this buyer persona in mind and writes their monthly newsletter to him. 

But the sales rep who works with that type of project knows that the key point of contact is usually the general contractor’s head of administration, who is a woman in her 40s.

Even though the general contractor might make the final decision, sales knows that to be able to make a bid on the project, they need to first talk to that person in administration. She’s the person who reads marketing’s emails, and is researching for the content marketing publishes on the blog. 

This is a key problem for your marketing strategy. Marketing is writing to the wrong person, which means their content is unlikely to connect or resonate with the person sales needs to talk to. 

This is a pretty real example showcasing the importance of getting information from the sales team. The information sales gathers out in the field is exceptionally valuable to your marketing team. It’s all the data they need to put together specific, relevant buyer personas, and content to reach those buyer personas. But, if your sales and marketing teams aren’t aligned, it’s likely that this information doesn’t make it far beyond your sales team. 

If you’re working to align your construction company’s sales and marketing teams, leveraging your sales team’s direct customer experience is a great place to start. 

It gives both teams the information they need to collectively define what a qualified lead looks like, so marketing can start putting together campaigns that draw in those leads. When that happens, sales gets more of the leads they know they can close, and your marketing team knows they’re delivering leads that sales will follow up with.

It’s an essential step in sales and marketing alignment for growth, and it’s a key tactic for construction industries in particular. Your buyer personas are unique, and sales has valuable input that can guide the development of those personas, and the marketing content that generates the leads your construction company wants

02. Leverage Marketing’s Ability to Develop Lead-Nurturing Content

Solution #1 was geared at leveraging the sales team’s knowledge to help marketing. Solution #2 leverages marketing’s unique skills to help the sales team. Here’s how. 

Your marketing team’s job is to nurture leads to the point that they’re ready to send over to sales. They’re great at drawing in large volumes of leads, weeding them out, and converting the qualified ones into warm prospects who are ready to make a sale. 

Your sales team doesn’t rely so much on content as they do personal relationships. As I mentioned earlier, in the construction industry, most sales reps do their best work in the field. But, they likely have a few stucks. 

Maybe a warm prospect goes cold for no reason. Or the sales team finds that they’re consistently bidding on a specific type of project, and losing out in the final round. 

You can leverage your marketing team’s expertise at creating and delivering lead-nurturing content to address these sales concerns. 

A great way to align your sales and marketing teams is to bring in marketing expertise to create sales enablement content that can help sales nurture prospects through those key points of the funnel where they consistently fall out. 

New call-to-action

How to align sales and marketing to develop successful sales enablement tools. 

Get your marketing and sales teams in one room.

Have sales lay out the problems they consistently face. Whether it’s a specific type of buyer falling out of the sales funnel or the most common pain point that stops a prospect from converting to a sale, have sales explain the problem to the marketing team. 

Then, let both teams brainstorm what types of content would help solve this pain point.

sales-enablement-meeting
analysis-blackboard-board

Maybe it’s a quote calculator that lets prospects estimate how much their project might cost before they ask for a bid. Maybe it’s a nurturing email workflow that re-engages cold prospects, inviting them back into the sales funnel. 

Inviting marketing into the conversation is a key way to address these pain points in the sales process. Every sales team faces problems like this.

Your marketing team is well-versed in reaching out and engaging with cold leads. They can apply that same expertise to developing the sales enablement content your sales team can use to provide the right message, to the right prospect, at exactly the right time. 

03. Set Common Goals

In any industry, it’s easy for sales and marketing to feel at odds. In many construction companies, marketing and sales can feel like they’re competing against each other to find and convert the best leads. 

The best way to get everyone on the same team? Set common goals. 

I’ve talked about what SMART goals are and how to set them before, so I won’t get into the nitty-gritty.

I will say that setting common, overarching goals that both sales and marketing contribute to and are responsible for is a key way to effectively align your sales and marketing teams. 

This goes back to leveraging the strengths of both teams, too. 

For example, if sales is having trouble closing on a specific type of project, or if there’s a new product they’re not having any luck selling, marketing can create a campaign that promotes the project or product to those ideal buyers that sales has identified. 

The key here is that both marketing and sales need to have the same goals — whether that’s an overall revenue goal, or a SMART goal that breaks down how many leads marketing needs to bring in, and how many of those leads sales needs to close on. 

04. Establish Regular Sales + Marketing Check-Ins

If I’ve said it once, I’ve said it a thousand times.

And yes, I will only ever use this gif in the communication section of every blog. 

Jokes and SpongeBob aside, communication is the surprising key to effective sales and marketing alignment. 

It’s easy to overlook something so simple, but we see it constantly with our construction clients. 

Your sales team is out in the field.

They’re checking out job sites, talking to prospects, making product recommendations, and trying to pull in those jobs that will deliver the largest returns. 

Your marketing team is in the office.

They’re trying to think of creative ways to get your brand out ahead of the competition. They’re regularly creating emails and brochures, developing ad campaigns, and interacting with visitors and leads through your website’s chatbots.

When sales is out in the field, and marketing is back at the office, there aren’t a ton of opportunities for them to connect. 

Key ways to keep sales and marketing teams aligned. 

Set up a standing meeting. Even if you start with one single meeting once a month, it gives both teams the chance to connect. 

If possible, try to work up to a few short meetings a month, and then plan one strategy meeting a month. In the shorter meetings try and hit a few small things like:

  • Which leads sales closed on, and which weren’t great fits
  • What results marketing campaigns are delivering
  • Where sales is seeing the best leads come from
  • Which platforms marketing is seeing the most engagement with new leads

You don’t have to cover all of these points in every meeting, but just taking 15 minutes in a week for sales or marketing to give an update to the other team will go a long way in developing a true growth strategy for your construction company. 

If you can’t get sales reps into the office once a week, Zoom, Google Meets, and even an old-school conference call can get the job done. 

So long as there’s a time scheduled for sales and marketing to connect, you’ll be doing a lot of the work that can help your construction company align sales and marketing for more streamlined campaigns that pull in and convert more of the right leads and jobs. 

Sales and marketing alignment isn’t always easy. Especially for construction companies with remote sales teams and minimal marketing support, it can be tough to find the starting point.

If you have questions about aligning your construction company’s sales and marketing teams, send us a message. We’re here to help you develop a growth strategy that pulls in and converts more of the right leads. 

New call-to-action
New call-to-action