Here's the true story of how one construction, renovation, remodeling company increased their website traffic 385%, getting more leads and sales.
'We are literally spending thousands of dollars of month advertising our construction business' but it seems like we aren't getting as many good leads from it as we used to. Now what?'
That was question facing Moonworks, a construction and renovation company in Rhode Island.
Yet, a little over a year later, after making some changes in their marketing and advertising, they saw a remarkable turnaround. They were getting more'3X more'leads and new projects' but spending thousands of dollars less per month.
The good news is you can do what they did' and benefit your construction business as well.
Here is Moonwork's remarkable story.
How They Generated Construction Leads Previously
For many years, Moonworks spent most of their advertising budget on what are called 'outbound' marketing methods'
- Yellow page ads
- Direct mail postcards and brochures
- Home magazines
- Newspapers
These methods worked well' until the last few years.
These forms of traditional advertising just kept getting more and more expensive for construction and renovation companies. Meanwhile, the amount of quality leads kept going down.
Not good.
Time For A Change In How They Obtain Construction Leads
They made the decision not to rely on those methods any more, but instead (in their words): 'go fishing where the fish were increasingly found.' That meant tapping into the internet more extensively.
After researching possible ways to get more new leads and clients from the internet, they decided on a particular method, called 'inbound marketing.' They decided on this direction, in part, because of the excellent results other companies were seeing from using it.
The other reason was they wanted to be able to track all aspects of their efforts so they could both determine their ROI (were their efforts paying off?) and to be able to improve their results each month.
How They Started Getting More Remodeling Leads- Step By Step
Moonworks followed the inbound marketing methodology step by step:
1. First, they would focus on growing the exact traffic they wanted to their website.
2. Second, they would use proven methods to turn more of those website visitors into quality leads.
3. Third, they would cultivate or 'nurture' those leads over time, converting a higher percentage of those leads into sales.
A. Step 1 ' Increase construction website traffic (with more of their ideal prospects)
Moonworks first needed to determine what types of searchers they really wanted. They created profiles of their top 'ideal' clients.
Next, they developed topics of interest to their ideal clients. This took a bit of doing since they needed to listen to these ideal clients in the marketplace to find out what was important to them.
The articles that were written were not generic, but contained unique information that touched on the Moonworks approach to doing that type of work. This approach enabled them to differentiate themselves from every other renovation and construction company out there.
They also used an automated approach to promote their unique content via the search engines and various forms of social media like Facebook. This enabled them to quickly and easily have their content show up in more places where their prospects were.
As they expanded their footprint, they used special website analytics to determine which topics were getting the best response' so they could create more of what was working. No more guessing or assuming.
The results? Amazingly, they almost quadrupled (385%) the level of organic traffic to their website in a little over one year. Whoa!
But, they didn't stop there. Getting more people to visit their website was a good start. But, they needed to turn more of that traffic into actual leads and customers.
B. Step 2 ' Turning more website visitors into actual leads
As the website traffic began to grow, they implemented the next phase of the process. They created landing pages built around specific topics and issues of interest to their target client. The blog articles that were written (which attracted website traffic) were directly linked to these landing pages.
When website visitors went to these new landing pages, they were offered more extensive topic focused information to help the visitor answer their remodeling questions. Not coincidentally, that information indirectly and directly tied back to Moonwork's construction 'solutions.'
Prospective homeowners were often not in a hurry to make a decision, since it was a big, expensive decision. Instead, they wanted to better understand their options' before making a decision.
Each step of the way, the inbound marketing system pulled more of their ideal prospects deeper into their orbit.
The result? Moonworks saw a threefold increase in their lead levels. That was very exciting for them.
Once again, this construction company didn't stop at the stage of getting more leads. They followed the methodical system all the way to the end'using it to convert more of the quality leads into actual customers.
C. Step 3 ' Cultivating and converting leads into customers and contracts
As Moonworks interacted with their leads/prospects in an unobtrusive, non-selling approach (primarily through permission based email), their prospects grew to trust them.
Prospects felt they were trying to help them' not sell to them. This approach caused more of their leads to turn into new clients.
Here's the best part: Because the system was creating so much new business, they were able to reduce their overall advertising costs.
How much? By $10,800' per month! Woohoo!
No, these great results didn't happen overnight. They had to work the system. But, they knew that if they worked the system, the system would produce a harvest.
Boy, did it ever.
What you can do now
1. Will the 'inbound' marketing system work for your construction company? Possibly' but it depends on several key factors. It is not suitable for every business. Contact 2nd Mile Marketing for a free, unbiased evaluation of your situation.
2. Download our new special report, 'How To Get To Quality Prospects Before Your Competitors' And Capture The Lion's Share Of New Business Out There.'
It contains proven ideas to improve your bottom line, including one construction company that improved its closing rate from 15% to 80% to dominate in its field.
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