Contractor Marketing: How to Create Your Own Lead Generation Website

Every day I talk to contractors who are looking for new ways to improve their marketing campaigns.

Overwhelmingly, my time is spent answering questions about how to create an online lead generation campaign that gets results in the construction industry.

For most contractors, builders and remodelers, this goal can be achieved with either a minimum of effort, or a minimum of expense. But you usually have to choose one or the other.

You can pay someone to do it for you, or you can do it yourself. Assuming you have a bare minimum level of tech savvy, you can create your own lead generation website system.  This is true as long as you have some serious time on your hands. (If you’re already to the point where you can’t sleep at night from the stress of economic uncertainty, this might be the best way for you to spend those early morning hours.)

Conversely, you can find someone to do it for you. This can cost anywhere from $0.00 all the way up to $10,000+. And, to a point, you get what you pay for.

If you are thinking about trying to dominate your local market on the internet, here are some free resources to help you determine either how to spend your time, or how to get your money’s worth:

1. Report: How to Dominate the Internet Marketplace in Your Industry

2. SEO Book Video – The Web is a Social Activity

3.


Construction Marketing Website Awesomeness.

So, take a look at these resources and see if you can’t come up with a way to create your own lead generation website that works for your business, your budget, and your lifestyle.

Pass it along: If you know someone who could use help with website promotion and online marketing, feel free to send them a link to this page, or link to it on your own website.

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Social Media for Construction Marketing

I recently attended an association event about social media for small business. The speaker was a fairly renowned guy who certainly had the credentials of a true social media expert.

Contractors, builders and remodelers are increasingly finding themselves confronting the beast of “how can I generate new business online.” And social media is a construction marketing hot topic nowadays.

The presentation was OK. For many, I think it created more questions than it answered. Of course, that might have been his objective: he sells social media services to companies.

I guess by getting the audience all riled up and yearning for more, he might have a chance to land some new clients. Cool, no problem. We’re all trying to land new clients every day. That is a beautiful thing. But here’s the problem:

His entire presentation was preaching the importance of building relationships by helping people, enhancing the conversation, and “giving in order to get.”

This is great stuff, at first glance. I talk about these effective ideas loud and often.

So what’s the problem?

He didn’t deliver.

He spent the whole speech selling the audience on the idea that “social media is here to stay.” And he didn’t really give any good ideas of how a busy construction small business owner could use social media to market his business.

Well, he’s right. Social media is here to stay. Because social media is all about lubricating communication between people and within groups. And the people on this (sometimes) friendly old earth are social creatures. So anything that makes communication easier and more effective will last until something better takes it’s place. That’s all the proof I need to feel confident in the endurance of social media.

But the audience was already sold on that fact. It was a sold out crowd of hungry business owners. They showed up to an event entitled “Social Media and the Relationship Economy.”

These people already know that social media is where they want to be. They just want to know how.

He didn’t give any good, solid advice as to what a bewildered small business owner can do, right now, to use social media to get new business. That’s how he could have “given in order to get.” That was a way he could have added real value, instead of stirring up a buzzing room full of “bewildered business owner” bees.

So, I’ve begun to compile a report that answers this question:

“How can a busy construction business owner use social media to get new business? Today? Without spending too much time fussing with it?

Because, I know a busy contractor does not have time to spend hours a day on Twitter. And I know it wouldn’t help him if he did, unless he had a clear, practical plan of action.

So, stay tuned for my upcoming report. In the mean time, read this to start wrapping your mind around the tools you need to dominate your local market online.

Pass it along: If you know someone who could use help with website promotion and online marketing, feel free to send them a link to this page, or link to it on your own website.

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The Biggest Construction Marketing Mistake You Can Make

Most marketing mistakes aren’t as obvious as this construction mistake.

I want to tell you a story about one of the most common fatal mistakes I see contractors making in their marketing efforts. If you read this story carefully, you will find a few laser-targeted weapons inside that you can use to close more sales for your construction business.

So, to get on with the story…

Every day I talk to contractors, builders, and remodelers about construction marketing. Usually a contractor calls me because he wants to ask me some questions about marketing.

He or she usually wants to know whether I have anything that could specifically help his or her business. They don’t care about anything else…they just want to ask me some questions.

So far, that’s very reasonable…that’s what I’m here for, right? Besides, I love to answer questions, and talk about marketing.

So, they call me to ask questions. But here’s the catch:

That’s not what happens.

What does happen?

Almost always, I’m the one who asks most of the questions.

Why does this matter to you? Because that’s the single most effective method I can offer you to start turning more prospects into clients.

How does it work? I’ll get to that in a minute.

You see, every time I talk to a construction business owner, I ask a series of questions. The questions I ask are specifically designed so that I can learn more about their business.

Let’s walk through it for a moment.

For example, let’s imagine I am talking to a seasoned, experienced business owner named Jim.

Jim is the proud owner of a successful remodeling business in Springfield, a mid-size city of 250,000 people.

Jim has called me because, although his business is successful, he wants to know if I know anything that can help him take his business to the next level. He has called to find out more about me and my resources. And he specifically wants to know whether I can do anything for him.

That’s all he really cares about:

“What can I do for Jim?

He probably has a list of questions he wants to ask me, loosely floating around in his head. There are a few specific things he wants to know about my business. That’s why he called.

So, here’s what always happens next:

After we engage in some small talk, I begin to ask Jim questions.

Specifically, I’m asking him a whole bunch of in-depth questions about his business.

Now this is always the turning point in the phone call.

You see, the only real way I can help someone is if I can learn about their business, and present a customized solution to their problem. And I’ll never get there talking about my own business.

If someone calls me and really wants to know specific details about me or my business, I am happy to provide that information. All the information they are usually wondering about is available on my website, or in various other forms of information I have available. That’s never the problem.

Jim wants some references? Great, I have excellent references for him to peruse at any time. He wants to see past successes? Awesome, I love it when people ask that. The proof is in the pudding, and I’ve got a whole bowl of pudding right here for him.

The problem is this: if I allow us to spend a ton of time on the phone talking about me, I will fail to help Jim. The only way I’m going to help Jim is by learning more about his business.

So, I have extremely quick and effective ways to answer the inevitable questions quickly, so I can get back to asking about Jim’s business.

And that’s exactly how I recommend you should talk to your clients and prospects.

This stuff works for contractors. How do I know?

I know because that’s where I learned how to do it – in the construction industry. Use this method, and you’ll close more sales. You’ll help more customers meet there goals and fulfill their wants and desires. Your marketing will become much more effective, because this same principal applies to all other marketing activities too.

But don’t forget, there’s another wonderful side effect of this method.

Here’s the side effect:

When you ask your prospect specific, targeted questions about his situation, you instantly and automatically build the trust he was seeking out in the first place.

Jim called me to find out if he could trust me. His idea was that by asking me questions, he would be able to figure out if he could trust me.

But my questions, and the constructive, relevant answers my questions uncovered, built more trust with Jim than any questions he could ask me.

By answering my questions, Jim can see:

  • This guy cares about his business (we begin a relationship)
  • This guy knows the right questions to ask (competence)
  • Past results are evident (proof)
  • We are headed in the right direction (leadership)
  • It’s clear what to do next (clear course of action)
  • The expected results are concrete and measurable (practical)

So, what does all this mean to you as a contractor?

First off, you now know the biggest mistake contractors make in their marketing.

They talk about themselves, and their businesses. Avoid this in your business, and learn to ask questions.

Look, all that information about your business matters. It’s important. It’s even relevant sometimes.

But spending your time talking about it with your prospects will get you nowhere fast.

So that’s the huge construction marketing mistake. It’s forgetting to ask questions, and not focusing 100% on the client.

That’s the secret marketing tip of the day:

Focus on your prospect. Ask your prospect questions. Whenever the focus shifts to you, be clear that you’d be happy to answer any questions about yourself, but then go right back into asking more questions about your prospect.

That’s all marketing really is. It’s closing a gap between someone else’s need, and your solution.

Pass it along: If you know someone who could use help with website promotion and online marketing, feel free to send them a link to this page, or link to it on your own website.

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