Marketing automation is an effective way for construction firms to simplify and standardize their marketing processes, but getting started can be confusing and overwhelming. Firms that set up successful marketing automation often enjoy reduced marketing costs and more efficient growth, but with so many technology options and varied features, it can be difficult to know where to start.
For construction firms to better accomplish their marketing goals through automation, it’s important to understand which processes make the most sense for their individual firm. Rather than basing a marketing strategy around the metrics being tracked, firms need to first identify their marketing goals. From there, they can determine the best metrics to track and optimize.
Here is a list of 10 strategic marketing goals and how marketing automation (MA) can help.
1. Attract new leads
It’s a safe bet that most construction firms want to bring in new business, and luckily most MA systems are primed to help with this goal. With SEO-optimized content, social media and guest posting working together to increase visibility, an MA system can automate implementation and track the source of new leads, allowing firms to optimize their approach.
2. Attract better leads
The ability to tell the difference between qualified and unqualified leads can help construction firms know how to best nurture prospects. While targeted content is likely to naturally attract better leads, most CRM platforms will also score leads based on readiness, so firms can gain insight into which leads are ready to engage.
3. Segment data
One of the best uses of MA systems is to segment prospect lists automatically based on specific criteria, such as demographic or behavior. This can help construction firms develop a more targeted, personalized marketing strategy.
4. Nurture leads
It is not uncommon for construction prospects to take a long time before committing to a service, which can make for lengthy sales cycles. By automating long-term middle-funnel nurturing, construction firms can ensure leads are consistently engaged over an extended period of time.
5. Identify sales-ready opportunities
By scheduling marketing “touches” that probe qualified leads for interest, firms can identify prospects who are ready to become clients without investing unnecessary time. For instance, MA systems can be programmed to periodically send out a free consultation offer in hopes of converting a lead.
6. Make expertise visible
Prospective clients want to know that the contractors they’re hiring are the best of the best. Construction firms can attract this interest by showcasing the expertise of their people and demonstrating knowledge through past projects. However, this requires firms to educate their audience through publications, public speaking and online engagement. Marketing automation helps deliver examples of expertise to prospects at the right time for ideal engagement.
7. Improve client retention
It’s quite possible that a construction client will need to hire a firm for a project one year, but won’t choose to undertake another project for another year after that. This requires firms to maintain on-and-off client relationships, as well as educate current and past clients about their full range of services. If it weren’t for the ability to automate these interactions, few firms would have the time to tend to past client relationships.
8. Track and optimize marketing investment
Construction firms need to know that their marketing dollars are being well spent. The ability to track and optimize marketing strategies through an MA platform provides the necessary insight to know what is working and what is not.
9. Increase productivity
MA software eliminates the need for marketing teams to perform repetitive tasks, freeing up their time to be more productive on other tasks. Though the initial setup phase can be time consuming, the ongoing impact is a big time saver.
10. Save billable time
The time contractors spend meeting with potential clients is an important stage of business development, but can often take away from billable hours. When prospects are screened, qualified and nurtured prior to this step, it helps to expedite the process and maximize billable time.
Marketing automation can help construction firms reach their marketing goals more effectively and efficiently, saving time and money along the way. By letting their strategic plans drive the automation process—instead of allowing automation to determine strategy—firms can ensure they are tracking and optimizing metrics that will have the greatest impact on their future success.
