The Reasons It Is a Calculated Investment
Since I began writing for income in 2007, I’ve discovered that many construction industry business owners resist investing in things like website content. “Oh, I never get customers from my website,” they say. “It’s just something I have to have.” They’re convinced face-to-face contact is the only way to close customers worth investing in.
My counter argument is this. “Your website isn’t getting customers for you because it’s not written for your customers.” Too few business owners fail to realize their website is a tool that either seals the deal or rots it. They’re taking chances with their content instead of making a calculated investment.
Good B2B content closes customers.
Content that ‘sells’ doesn’t. What I mean is this. Your customer’s are tired of sales talk. They’ve heard it all. What they really want is to be heard. They want to know you understand how to meet their needs with excellence and integrity.
That’s not something you can tell them. You must show it. And that’s not the easiest thing to accomplish.
Of course, videos and photos help. Yet, shooting video or taking pictures with a strategy during a project delivers more ROI than just aiming a lens at the end product. A video script may be as telling-centered as written content. The words in a video must be showing-centered so they leverage the full power of video.
Thus, there’s a place for written content, too. Better video is scripted. In addition, video may be popular. However, there are still decision-makers who like print.
Mixed content attracts a wider audience.
I’ve heard construction companies say, “Direct mail is dead.” Really? The decline in volume is actually making it a stronger option in today’s market–when delivered to a carefully targeted audience.
What is actually dead is a direct mail piece that isn’t backed up by a website with customer-centric content. Whether your business serves consumers or other businesses, direct mail could become a magnet for new customers. Yet, it’s vital the mailing piece links to a website that’s easy to navigate and has the right messaging for the direct mail piece.
This could mean that the URL on the direct mail piece links to a special page on the website. Or an invitation that’s clearly associated with the mail piece could be added to the home page. The key strategy is to make exploring your offer attractive and logical.
Email content nurtures your audience.
Are you saying, “Spam filters make email marketing a waste of time.” They’re not an obstacle if you build your list the right way. Not if your messages are customer-centric. Not if you deliver value with each email.
How many potential customers have you talked with, who aren’t ready to make a buying decision yet? You probably already hand them a business card. What if you also invited them to sign up for your email newsletter?
Of course, you share what they should expect. For example, you might share customer service tips, white papers and case studies to help potential customers relate to how your product or service could build their business. You might have a free trial during which you share tips on how to get more out of your product. Whatever content you plan on delivering, meet your audience’s need for relevancy. Value their time.
Summary
B2B marketing should include a website that has the right content to nurture leads and close deals. It could include direct mail. And it should include email lead nurturing campaigns and list-building strategies.
What could that look like for your business? It may seem like you’re too busy to focus on this. However, being busy isn’t always equal to profitable. So, commit yourself to a post-rush debriefing. Make this the first day you don’t have an hour that’s committed to an existing customer.
Take the time to look at what you’ve been doing. Reflect on what seems to be working and what isn’t. Then go beyond resolving to earn more. Choose to invest wisely.
If you could use guidance, reach out.