Contractor Marketing Is All About Having Clickable Content
Contractor marketing, when done right online, enables you to separate yourself, while driving leads and loyalty. When you have identified your unique value proposition and buyer personas, you’ll be able to create targeted, premium white paper content offers that are promoted through blog posts and social media.
A lead generation strategy is a critical piece of your contractor marketing. Conversion paths should then be created on your website and blog once you drive traffic to these offers. Let’s face it. Getting tons of website traffic doesn’t help you build more homes.
These conversion paths consist of calls-to-action, landing pages, and email workflows that follow up to nurture your leads to a point of sales engagement. Your website should constantly be adding new landing pages for new content offers that are promoted. Successful lead generation isn’t self-serving, but rather is focused on creating extremely resourceful, downloadable content that resonates with your audience so much that they’ll actually want to hear from you.
As discussed earlier, consumers are searching for resources to assist in their buying process, so providing this in the form of premium content ensures your prospective customers are taking a more organic interest in your company, and therefore, are much more likely to buy from you.
Before you can start generating leads, you first need to offer something of value your website visitors would be willing to exchange their coveted contact information for. This is called…well..an offer. An offer is the content or something of value that’s being “offered” on the landing page.
The offer must have enough value to a visitor to merit providing their personal information in exchange for access to it.
A call-to-action, or CTA, as an image, button, or message that calls website visitors to take some sort of action. When it comes to lead generation, this action is to fill out the form on the landing page and redeem the offer.
However, CTAs have become so much more than simply slapping “Download Now” buttons sporadically throughout the pages of your website in the hopes your website visitors click through to a landing page. It’s important that they speak to your specific buyer persona. That they adapt to your audience. Consumers have become blind to overly cheesy, salesy pitches via the art of a CTA. The content – visual or written – featured on a specific CTA will be determined by the persona it’s aiming to attract.
The Landing Page
The landing page is where your offer lives. It’s where a website visitor is redirected after clicking on the relevant call-to-action promoting the offer. Each offer you create will live on its own landing page, creating yet another web page to be indexed in search engines. The more landing pages you have, the more opportunity you have to generate a high volume of leads as shown in this chart from HubSpot.
This article covers step 4 out of 4 to effectively close more homes and clientele with inbound marketing.