Companies in the construction industry are in constant transformation, especially from the digitization of processes. That is why business leaders are challenged to update their marketing strategy to fit the needs and demands of the market and consumers. A methodology that has been gaining scope in recent years is inbound marketing.
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Inbound marketing can be applied in any business model where sales are considered, the average sale is greater than 500 dollars, and it is a not so limited market; this is where inbound becomes relevant in the construction industry because, in addition to being a considered sale, it has a high ticket, it is not a simple market and people do not have a single link.
The proposal for this article is to detail the necessary steps to apply inbound marketing in the construction industry to achieve greater conversion opportunities.
Since the internet has existed, people have practically unlimited access to the information they want, and the alternatives to obtain the data they need are as diverse as the sources are inexhaustible, while more and more users use the network to share valuable content aimed at others.
Currently, most sales are made online, because people are more active in their searches and goals. This makes it easy to discover the problem or need that has to be thoughtfully resolved by a sales rep who helps the person meet that goal, adding value.
This is what inbound marketing does: attract people with relevant content, interact with them when they download content and subscribe, and delight them when they finally decide to make a purchase.
In the case of the application of inbound marketing in the construction industry, the buyer's journey remains in the 3 stages: discovery, consideration, and decision. But before accompanying the potential customer during this purchase journey, marketers in this sector must be able to define a buyer persona, a buyer's journey, the digital or physical channels through which it is going to be published, and the content plan to be published. . So, this first stage is aimed at attracting prospects.
The first thing to keep in mind is to develop the buyer persona of the construction industry. That is, who the main customers are, and what their preferences are. It will be important to define the target audience towards which we aim as a construction company. Are our future customers looking to build to live there or to invest in real estate? Establishing this differentiation will make it possible to include an effective content plan for that audience.
Next, the buyer's journey must be determined, which is the path that the buyer persona takes to purchase in the construction industry, also known as the customer journey. During that consumer journey, the marketing team needs to understand their needs, what motivates them, and other interesting things that can help determine the type of content to spread.
Once we have determined those two buyers, we can understand which platforms our customers use, based on the data we collect from them, whether through the digital or traditional platforms, and what content they are interested in, because the inbound methodology leverages valuable content to help our potential customers make the purchase decision once they get all the information they need.
Once we have determined the channels, platforms, and types of content, the next step to follow is to draw up a content plan where we are going to define what informative material we are going to generate, on which channel it will be shared, how often it will be, and in turn, how its creation will be guided by a path of conversion. This means that the person will be attracted by our content, how through a call to action they will download that content and how that action will prompt them to fill out a form to obtain their data.
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In the second instance of inbound marketing, all the efforts of the marketing team will be focused on offering nutrition to the leads that are added to the database, those interested in receiving more information.
This instance refers to the content to be sent to it. The main channel is email marketing and how it will be done to nurture that user who visited our website and read the contents so that they go from being a simple contact to someone interested in buying our construction service.
The objective of lead nurturing is to turn users into real customers; favoring that through the content sent by mail, conversions are increased. At the same time, marketing actions allow you to gain greater authority and credibility as well as strengthen the relationship with potential customers and future buyers.
Likewise, providing quality content is one of the main ways to nurture users in the construction industry, as is employing lead segmentation techniques to develop an effective and attractive strategy. For example, good content for potential customers in this sector could be an ebook on "How to choose the right land to build your home", in case the customer does not have land and wants to acquire one.
Other content could be oriented to the designs of houses or buildings, prices and taxes according to the area of location of the land, execution time of different types of work, and the possible inconveniences that can delay it, among other similar issues.
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In short, although some industries still use traditional marketing to obtain their customers, today, applying inbound marketing in the construction industry offers obvious benefits to attract more customers since efforts are focused on their needs and a deep understanding of them, instead of creating random and depersonalized campaigns that bounce off in the unspecified consumers.