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What if we told you that there's a powerful marketing strategy that consistently attracts high-quality leads?
We know that getting high-quality leads can sometimes feel like a challenge…
While several marketing strategies can help you get leads, one stands out as a powerful weapon to consistently attract the kind of leads that won’t waste your time: content marketing.
What Is Content Marketing?
Content marketing is all about producing educational information on questions your ideal clients may have when they come to you.
By addressing these questions, you position yourself as an expert in the residential construction industry, building trust and credibility with your audience.
The Content Marketing Process
The first step is to brainstorm ideas and identify the topics and questions your ideal clients have.
Think about the most common things you get asked by prospects or clients. What are their fears when working with a home builder or remodelling their house? What challenges might they come across when working with residential builders?
The ideas you come up with will be the foundation for the content you create.
Start With Blogs
After brainstorming and selecting the topics, the next step is to write articles that can be posted as a blog on your website.
Don't worry if this sounds like a lot of work; you can always bring in professional copywriters to craft the articles based on your expertise. And if you need help finding professional and reliable copywriters, check our Preferred Partners Directory.
From Blog To Video
Once you've written an article, you can convert it into video content.
How?
All you need to do is edit a few words from the article to transform it into a script and record a talking-head video. And guess what? You can use these videos on platforms like YouTube or Facebook to generate more leads.
Plus, if you want to get even more content from the videos, you can break them into shorter clips and share them as social media posts.
You might wonder why making video content is important or even worth it…
Well, video content provides a personal touch and allows you to connect with your audience on a deeper level. Doing this will make it easier for you to transform leads into warm prospects. It can help you generate more contract opportunities than you actually need, which means you can choose who you want to build for.
Repurposing For Maximum Impact
We've talked about how a single piece of content, like a blog article, can be transformed into different formats to maximise its impact.
This strategy will give you enough content to post regularly on social media. It'll help you attract high-quality leads and stay top-of-mind with your potential clients without struggling to come up with content every week.
But it doesn't stop here…
You can also use the same blog article to create an email marketing strategy known as a soap opera sequence. This sequence helps you sell by using a story to guide your potential clients towards wanting your services instead of selling directly to them.
So, how can you do this?
Easy, break down an article into three parts, making each one an email to keep your audience engaged and wanting more.
The Power of Amplification: Facebook and Google Ads
To maximise how many people see your content, advertising on platforms like Facebook and Google can be a game-changer. A good rule of thumb is to invest at least 3% of your revenue or target revenue into marketing and advertising.
You may be shocked by this and wondering if it's worth it...
Well, the SORCI Annual Report 2023 revealed that builders that invest a larger percentage of their revenue into marketing are enjoying bigger profits.
Bonus Tip
To execute on this marketing strategy, you’ll need a list of prospects in your CRM who have opted in to receive communication from you, so you can send them regular content updates.
You can build this list with an optimised website and what is called a ‘lead magnet.’ A lead magnet is simply something of value you provide for free, in return for a prospect’s contact information. It may be an eBook on ‘Building Your Dream House,’ for example. The content you share on social media and amplify with paid advertising will drive people to your website where they opt-in for this lead magnet.
Then you can begin communicating with them regularly with high-value content until they are ready to have a sales conversation.
Getting Started With Content Marketing
Content marketing can transform your residential construction business. By sharing valuable content and using strategic ads, you'll attract high-quality leads and see your home-building business grow.
When you have the right strategy, generating high-quality leads is easy!
Click on the image below to download The Marketing Blueprint For Builders and learn more about generating high-quality leads.
