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.

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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. 

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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. 

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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: 
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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. 
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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.
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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:

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What is a HubSpot Partner Agency, and What Can They Do For You?

What is a HubSpot Partner Agency, and What Can They Do For You?

What is a HubSpot Partner Agency, and What Can They Do For You?

If you’ve been considering investing in HubSpot’s CRM for your business, you know it’s a huge, robust tool. If your company can implement those tools effectively, you’ll definitely start to see results in the length of your sales cycle and the growth of your company. But, that’s the problem.

The HubSpot platform offers so many tools, and if you’re thinking about choosing one of their paid subscriptions, you might be worried that your team won’t be able to learn and implement them correctly, and in a reasonable period of time.

That’s a realistic concern. That’s also where a HubSpot Partner Agency comes in.

What is a HubSpot Partner Agency?

If you know what HubSpot is, you might know a little about their Partner Program. Essentially, it’s a program offered to marketing agencies who already use the HubSpot platform and who are dedicated to the inbound marketing methodology.

Marketing agencies apply to be a partner, and once HubSpot accepts them, they’re given additional sales and marketing training, direct account managers through HubSpot, and a bunch of other tools they can use to provide better service to their clients.

Each HubSpot Partner Agency is ranked according to HubSpot’s tier system. The higher a company’s tier, the better the services they provide, and the more clients they have helped to use HubSpot successfully for themselves. 

Are There Different Types of HubSpot Partner Agencies?

Yes.

As you probably already know, there are tons of different types of marketing agencies. As long as they use HubSpot and approach marketing with an inbound mindset, an agency can apply to be a HubSpot Partner. That means that there are all different kinds of HubSpot Partner Agencies available to you.

Some, like us, are full-service agencies who handle inbound marketing, web design, email marketing, content marketing, paid search, social media advertising, and more.

Others might have a focus in one specific area — they might just design websites, they might just offer inbound marketing consulting, they might specialize in sales support, etc.

So, if you’re considering choosing a HubSpot Agency Partner it’s good to remember that we’re not all the same. You’ll have to do a little digging, and probably a  bit of interviewing to find an agency that fits with your culture and with your company’s overall goals.

But before we get to choosing a HubSpot Partner Agency, which we’ll talk about in a later blog post, let’s talk about what a HubSpot Partner Agency can actually do for you.

What Can A HubSpot Partner Agency Do For You?

Since HubSpot has more than 2,500 partner agencies, there must be some benefit to hiring them. But if you’re new to HubSpot, or if you’re already using HubSpot, you might not know exactly what a HubSpot Partner Agency can do for you, and how their services can benefit your company. Let’s talk about that. Here are 3 benefits that come from hiring a HubSpot Partner Agency:

HubSpot CRM Support

This one might seem obvious, but it’s important. As a HubSpot partner agency, your marketing agency can help your team better use the HubSpot CRM and all of its bundled tools.

If you don’t have HubSpot, a partner agency will help you onboard, will teach your team about all of the tools, and will walk each member of your team through the CRM, step by step.

If your team is already using HubSpot, a partner agency will help you figure out how to optimize that use. They’ll look at your analytics, talk to your sales and marketing teams, and implement new strategies that help you perform even better, across the entire platform.

The HubSpot CRM is an impressive tool, but it does take a little bit of work to master. Partnering with a HubSpot Agency minimizes that work, and essentially gives you a HubSpot coach who’s on-call anytime you need help.

The other bonus of working with a HubSpot Partner Agency is that you have a direct line to HubSpot support.

When you’re having trouble figuring out a new tool, or are troubleshooting an issue in the system, your agency can either help you fix the problem themselves, or talk directly to their HubSpot account managers for a quick resolution. This is a lot easier than working through customer service on your own, as partner agencies are one of the few who have their own direct line to HubSpot itself.

Exceptional Inbound Marketing Service

The benefit of using HubSpot in the first place is its impressive, powerful tools. The HubSpot CRM offers advanced analytics tracking and reporting, email tracking, blog publishing, social media publishing, and more. With all of these tools and the metrics that go with them, your marketing agency can offer you a much better overall marketing service.

You get the expertise of a marketing agency — their web design support, their unique inbound marketing strategies, the tools they use to deliver quality inbound marketing service, and their team of experts — plus all of the additional tools and organization that the HubSpot CRM offers.

Sales Alignment Support

When you work with a full-service HubSpot Agency Partner, you get more than just a bunch of cool tools and marketing advice. You also get sales support, which isn’t something you see from every marketing agency out there.

Inbound marketing methodology relies on the idea that for the best possible results for overall company growth, your sales and marketing teams have to be aligned.

To address that fact, the HubSpot CRM offers a vast suite of sales tools that work hand-in-hand with marketing tools, to help you get both teams on the same page, and working towards your company’s growth goals.

Working with a HubSpot Agency Partner takes those benefits just a step further. The HubSpot Partner Program offers partners training in both sales and marketing. That means your HubSpot Agency Partner (if you choose a full-service agency) is trained to coach not only your marketing team, but your sales team as well.

They can provide tools, content offers, and training that help your sales team shorten the overall sales cycle, and close on more, qualified leads. Combined with HubSpot Sales tools like lead and deal tracking, automatic notifications when a lead opens an email or lands on your website, and targeted email workflows, that’s a huge step towards company growth.

Our Experience As A HubSpot Gold Partner Agency

On a personal note, we’ve found this piece of sales and marketing alignment, specifically, to be one of the most helpful, and most popular services that we now offer our clients. As a HubSpot Gold Partner Agency, our clients love that we’re able to help with their marketing strategy, but they’re finding even more success now that we’re able to coach their sales team and teach them how to use the marketing content that we’ve been developing for years.

This really is one of the biggest benefits for our clients, and we’re seeing it produce some real results. Instead of just helping our clients get found, and get the qualified leads they want, this sales support has helped us teach our clients what to do once we deliver those qualified leads. And with that information and training, plus HubSpot’s user-friendly sales tools, they’re able to grow incredibly.

WHAT YOU GET:

HubSpot, HubSpot Support, the Marketing Agency You Were Looking For, and the Sales Coaching You Weren’t

In the end, the reason companies choose to partner with HubSpot agencies is because you get a whole lot of tools and expertise rolled into one deal. Here’s what you get:

  • The HubSpot CRM, plus all of its tools. That means blogging, social media publishing, landing pages, content offers, marketing campaign metrics, traffic metrics, lead tracking, email tracking, and more, all in one platform.
  • HubSpot Support. A company who can walk you through each and every one of HubSpot’s tools. They can use the tools for your benefit, and they’ll teach your team how to use them, too.
  • A Marketing Agency. This is what you were looking for in the first place, right? A marketing agency who can handle the more complicated aspects of digital marketing, from developing a new inbound-focused website to writing your blog posts and content offers, and setting up your ad campaigns.
  • Marketing and Sales Support. This is usually the benefit people are most surprised by. When you hire the right HubSpot Partner Agency, you get more than just a marketing team. You also get sales support that can completely turn around the way your company nurtures and closes leads. If you’re looking for company growth, this is the benefit that should be most important, and most exciting, to you.

Is a HubSpot Partner Agency Right for You?

While a HubSpot Partner Agency isn’t right for everyone, it is a great choice for companies who don’t have a marketing team, who need help finessing marketing strategy, and who are looking to streamline overall business operations, from marketing through to sales.

If you’re interested to learn a little bit more about whether a HubSpot Partner Agency is right for your company, don’t hesitate to reach out. As a HubSpot Gold Partner Agency, we’ve got plenty of info and would be happy to share with you more about how the partnership works.

And if you’re ready to hire a partner agency? We’ve got the experience and the expertise to help your company onboard to the HubSpot platform, and keep your business growing with marketing and sales support.

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Evenbound’s Inbound Marketing Vocab List

Evenbound’s Inbound Marketing Vocab List

Evenbound’s Inbound Marketing Vocab List

Whether you’re new to inbound marketing or have been in the game awhile, it never hurts to bulk up on your inbound knowledge. The inbound marketing industry has a ton of terms and vocab words that aren’t used anywhere else, so if you’ve always wondered what ROI or PPC stand for, we’ve got answers. Let this be your ultimate Inbound Marketing Vocabulary list, with simple definitions to some of the most common inbound marketing terms:

A/B Testing

A method of testing different variables of your marketing materials to see which option encourages a better response from site viewers and users. A great example of A/B testing is trying out different colors on your call-to-action button to see which color gets a better response rate.

Analytics

When it comes to inbound marketing, analytics are the numbers we monitor to see how our site and inbound marketing strategy is working. Site analytics tell you how many people have visited your website, where those visitors are coming from, and what pages they’re looking at. Analytics on social media posts and digital advertisements tell you how many people have interacted with your posts and ads. We monitor analytics to see which inbound marketing efforts are successful, and which could use a little bit more work.

B2B

B2B stands for the words “business to business.” This refers to a business that provides a good or service for another business, rather than for the average consumer. Manufacturers who create materials that other companies use to build a bigger object, like a car, are a good example of B2Bs.

B2C

B2C stands for the words “business to consumer.” This is the type of business that provides goods or services directly to consumers, like a clothing or grocery store.

Bounce Rate

A bounce rate is a type of analytic that measures how long a site visitor stays on your webpage. A short bounce rate means that people aren’t staying on your website for very long, and are “bouncing off.” We use this analytic to tell us which pages of our website could use a little bit more work to draw more viewers in for longer.

Call-to-Action

Also known as a CTA, a call to action is a button that encourages a site visitor to take an action, and become a lead. Usually a CTA comes along with a form that captures a visitor’s contact information. The CTA will encourage visitors to download a content offer, subscribe to a newsletter, or call a company for more information.

Click-Through Rate

A click-through rate or CTR is the analytic used to measure how often people click through to your website or landing page from an ad or search engine. A higher click-through number means more people are making it to your site from your ad, and marks a more successful ad or landing page.

Conversion

In inbound marketing, a conversion happens when someone who’s just casually visiting your site fills out an information form, clicks a call to action, and becomes a lead. They become a lead once you have their information, and the fact that they were willing to convert means they’re likely more interested in the product or service you have to offer.

Content Calendar

A content calendar is a calendar that outlines your blog topics or content ideas for a certain period of time. Typically, a content calendar will include a post title, a description, a keyword, and a date that the content should be posted.

Content Clusters

A newer term, content clusters are a way of organizing your content marketing strategy for optimal linking and client understanding. You start with a pillar page of content, which provides a general overview of one topic that’s important to your target buyer. Then, you link other, more in-depth content pages about that same topic to the pillar page. That way, visitors can choose what they want to know more about, or they can opt for a simple overview. It’s an easy way to organize content that makes sense for search engines and human readers.

Content Marketing

Content marketing is one of the key ways to support a strong inbound marketing plan. It’s a way of putting helpful content out on your blog, your social media platforms, and in your emails that solves pain points of your target audience, and draws them further into your website, increasing the chances that they convert to leads.

Evergreen Content

Evergreen content is any kind of content, whether it’s a photo, blog, or infographic, that’s always relevant to your key buyer. This is content that doesn’t have a season and is always true and helpful. Evergreen content is a big part of an effective content marketing strategy because you can use it any time. It’s highly shareable, easy to link to, and the perfect content for when you need to get something out in a pinch.

Keyword

Keywords are probably the most well-known inbound marketing vocab term, but they’re simply words you want to rank well for on search engines. For example, if you’re a local roofer, keywords like asphalt roof, GAF shingles, and roofers in MyTown, USA, would be relevant words you’d want to rank for. For an effective keyword strategy, you’ll want to do some research to make sure you’re ranking for words your target audience is searching for.

Landing Page

A landing page is the page site visitors “land’ on when they click through from a search engine or advertisement. Effective landing pages usually have a form and a call-to-action button so that they can easily convert site viewers to leads.

Lead

A lead is a site viewer that has converted by submitting their contact information. Typically, leads are established after they sign up for a newsletter or download a gated content offer, and have to submit their email address in return for the content.

Mobile Optimization

Mobile optimization refers to the practice of ensuring your website and digital content show up attractively on mobile devices. It also refers to making your mobile site more indexable by Google’s search engines. Since more and more consumers are using mobile devices to search the web, mobile optimization is increasingly important.

Organic search result

An organic search result is one that shows up naturally on search engine results pages based on Google’s algorithm ranking. Organic results are not paid for, and organic results that show up on the first page of results are the most desirable, as they’re the most likely to receive clicks.

PPC

PPC stands for “pay-per-click,” a style of Google advertising in which businesses create ads, but only pay for the advertisement if someone clicks on it. For pay-per-click ads, you can bid on certain keywords that are relevant to your products or services.

ROI

ROI stands for “return on investment.” A relatively simple ratio, your return on investment is the money you net, minus the money you spend on your inbound marketing strategy. Inbound marketing offers a notoriously high ROI when implemented properly, because it doesn’t cost much, but can be leveraged to boost your revenue exponentially.

Target buyer/audience

Your target buyer or target audience is essentially your ideal client. They’re the person who definitely needs your product or service, and has the funds to pay for it. Most inbound marketing strategies are formed around the pain points and lifestyle of each business’s target buyer or audience.

We hope this vocab list helps figure out some of the more difficult industry terms. If you’ve got any more questions about inbound marketing, whether you want to know how it works, or how it can work for you, be sure to get in touch.

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Link Building – Should You Care?

Link Building – Should You Care?

Link Building – Should You Care?

There’s always a lot of swirling opinions on the internet about what Google still uses to rank websites, and what they don’t. While only Google’s algorithm knows exactly what it’s measuring to rank your website, there are a few things SEO experts have come to agree on as key factors in search engine results page rankings. And yes, one of those things is still the number of quality links that exist to your page. While it’s great to have links to external sites within your own pages, Google still uses the number of legitimate websites who are linking to you, to determine how worthy you are of a higher page rank.

In the past, SEO experts and webmasters alike have attempted to hack this factor of page ranking with various “link building” techniques, some of which worked, and some of which really didn’t. It’s good to know that while you’re researching link building, you should really only trust blogs and content about link building that have been published in the past year. Google always updates their algorithms regularly, but the past few years especially have seen massive, internet revolutionizing updates that also affect how you should go about link building.

Because of those updates, it has become really tricky to link build in a way that doesn’t end up in a Google site penalization. Older tricks like posting links to your page in the comments section, guest blogging, and most definitely link-building schemes, will only result in the penalization of your site by Google. So, since link building still matters for page rank, how can you do it in a way that’s above-board, and will get you the links you want, without a Google penalization?

Have Something Worth Linking To

The absolute best way to get legitimate links is to first have something people want to link to. Whether you’ve got an e-commerce site with cool products, or your site has a number of interesting, informational content pages like blogs posts and how-to’s, the only way you’ll get people to link to those pages is if they like what you have to offer, and if it makes their lives easier in some way. So, if you’ve got a basic website with no blog, and nothing to make it interesting to others in your industry, it’s unlikely that anyone will organically link to you. On the other hand, if you’ve established yourself as an authority in your industry, and offer a great deal of helpful content on your website, you’re more likely to get some quality links.

Build a Community Around Your Content

The best, easiest way to build links is to have people organically link to your pages of their own free will. When you have quality content that speaks to your target audience, you’ll start to build a community of followers. Those followers will check in regularly to read any new content you’ve got, and the more they do, the greater the opportunity that someone will link or share your page.

When someone likes your website and your page content, they’re more likely to link to your page when they create their own content. That sort of linking is the best you can get: people who genuinely like what you have to offer, and want to tell their own followers about it. Unfortunately, it’s not that efficient, and it requires a great deal of relying on other people. While it’s possibly the best way to get links, there’s no guaranteeing when or if it will happen. So, if you’re not comfortable relying on just organic links, the following steps might help:

Ask Nicely

Once you’ve got content on your site that people might actually want to link to, go ahead and ask people nicely! Reach out to other website owners in your industry who hold a bit of authority to ask if they’d consider linking to a certain page or blog post on your website. The best way to go about this efficiently is to follow these three steps:

 

Set up Templates

It’s not wrong to have a general template that goes out to each person you ask to link to your website. There’s no point in reinventing the wheel twice, so draft a really great email that talks about your company and why the page you’re requesting they link to should mean something to them. What’s more, offer to link to their site in return. People are more likely to agree when there’s something in it for them. Be sure to include your contact information, along with a sincere thank you.

 

Personalize

While it’s great to have a standard template, it’s important that you’re still personalizing each email according to who you’re sending it to. At the very least, each email should be addressed to one specific person in the company, and ideally, your email’s intro paragraph should mention something specific about them that drew you to their website. The more general your address, the less likely you are to get a response. People get millions of emails a day, and if it doesn’t seem like your email was meant specifically for them, they’ll probably delete it.

 

Don’t Mass Email

Finally, once you’re ready to send out your request emails, be sure you don’t mass email. There’s nothing worse than getting an email asking you to do someone a personal favor, only to see that 25 other people also got the same exact email. It often comes across as rude, and most people won’t respond when they realize your email wasn’t meant just for them. What’s more, try to send your requests to just one person in the company, especially if you’re using a template. People in the same office do actually talk, and if multiple employees get the same exact email, they’re likely to think it’s some sort of scam.

Never Buy Links

As a final, cautionary note, we’d just like to remind you that it’s always, always bad practice to buy links. No matter how legitimate the company seems, if you buy links your site will face penalties. Google constantly updates their algorithm to sniff out link-buying activity and will flag your site almost immediately if you do buy links. The best way to build links is to do it organically, either by building a community around your site’s content or by asking others in your industry to link to your site.

We get it, link building is a tricky subject. It always has been, and it probably will continue to be, so long as Google uses it as a ranking factor. That said, there are good, white hat methods to go about link building, that can work to get you those links you’re looking for without danger of penalization. If you’re feeling wary of link building, or you’d like a little advice on how you could boost your site’s search engine rankings, get in touch. Search engine optimization is kind of our job, and we’d be happy to help you figure out how best to boost your rankings.

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Download: SEO Checklist for B2B Manufacturers

SEO: we’re sure you’ve heard of it, because it seems to be all that anyone’s talking about when it comes to digital marketing or website optimization. And there’s good reason for that, since SEO is one of the singular most effective ways to increase both traffic to your B2B manufacturing site, and qualified leads converting from your site.

That’s why we developed this SEO checklist specifically for B2B Manufacturers.

If you’re looking to boost traffic to your site, increase the amount of qualified leads your site generates, and increase your overall ROI, SEO is the way to go. 

Still don’t believe us about the effectiveness of SEO?

Well here’s just a few of the benefits you’ll see once you properly implement the best practices listed in our SEO checklist:

Traffic Boost

First and foremost, SEO best practices function to draw more people to your website. The fundamental point of SEO is to bump your rankings on search engine results pages, putting you closer to the top of that first page on Google, and boosting your site’s visibility along the way.

Help People Find You

Naturally, when you’re at the top of a Google search results page, you’re more likely to be clicked on. In addition to that, if you’re ranking highly for keywords related to your B2B manufacturing company, it will be easier for people to find you. Say someone didn’t remember your company name, proper SEO practices would ensure that when they typed in “B2B Manufacturer in [your area]” your company would come up first.

Attract Relevant Customers

SEO is very targeted. You can control and see the results of every minor change you make to your website, and you can gain insight as to what terms people in your market are searching for. By ranking well for exactly what your ideal client is searching for, you’ll be attracting more relevant traffic: people who can then be converted into qualified leads.

Build Trust and Credibility

SEO goes a long way in generating authority for your company. Most SEO best practices serve dual functions as in addition to boosting your traffic, they also help you build trust with the visitors that do end up on your site. The more people trust you and see you as an authority in your manufacturing field, the more likely they are to purchase from you.

Increase ROI

The cost of implementing most SEO practices is very minimal, especially when compared with the relevant traffic and qualified leads that it generates. SEO is an investment, rather than an expense, and it provides a huge return. The best part is that the results are measurable, so you’ll be able to see exactly what you’re doing right, and what needs work.

Beat Paid Searches

Studies have shown time and time again that internet users are more inclined to click on organic results than paid search results. That means that when your website pops up on the first page of organic results, under the ad results, you’ll get more clicks than your paid ad would, for less money! And what puts you on that first page? Yup, SEO.

If you’re looking for any of the above benefits, SEO is the way to go. To learn more, get in touch with our team. 


A B2B Manufacturer’s Guide to Inbound Marketing

A B2B Manufacturer’s Guide to Inbound Marketing

A B2B Manufacturer’s Guide to Inbound Marketing

You finally have an up-to-date website, ongoing PPC campaigns, and an accurate Google business listing. Your inbound marketing strategy is tight. The leads should be rolling in, right? But for some reason, your landing pages aren’t getting the results you hoped for. Why aren’t your landing pages converting?

Research shows that 94% of B2B buyers are doing their own research online.

If you think about it, who would put thousands of dollars into a product without first researching the product and the companies that sell it? You probably wouldn’t, and the statistics show your customers won’t either.

Your qualified buyers: the ones who already know they need what you’re selling, have to be convinced that you’re the best choice. They’ve probably already done some initial research on the product, and they may even be well versed in the product itself, but how do they know that you’re the B2B manufacturer to buy from?

The answer is an inbound marketing strategy. To become that best choice, you need an inbound marketing strategy that gets you site-views from those qualified leads who are already searching for your product.

And by marketing we don’t mean the old “let’s try it and hope it works” guessing game. We mean an inbound marketing strategy that is proven to get results: an analyzed, researched and segmented process that all comes down to specific best practices.


By implementing our comprehensive Inbound Marketing Guide, you can reach clients where they’re at, and harness that research into a lead-generating machine:
your website.

We’ve got the information and the data that tells you what you need. And what you need is to develop a concrete digital marketing strategy, track its progress, and keep refining and refining your process until you’re hitting the right customers, at the right time, every time. How do you do that?

It’s all about inbound marketing. If you’re looking to draw in qualified leads, and turn them into long-term clients, check out that page to figure out where you can get started. Or, just give us a call. We promise that’s a lot easier.

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