Listen Up Construction Industry: Not All Blogs are Made the Same
Content is king. Trust me—we eat, sleep, and breath content. Content is an amazing tool for creating meaningful connections between buyers and sellers. It is arguably the most efficient way to create emotional buy-in while simultaneously educating and influencing the reader. Enough said—we love content.
But content is only an element of the inbound marketing methodology; so be it a critical element. As a home services business, you can write amazing blogs all day everyday, resulting in a bazillion visitors every month to your company's website. Last time I checked, website traffic doesn't pay the bills for home builders, kitchen design firms, or landscape contractors.
BLOG CONTENT NEEDS A STRATEGY BEHIND IT
Great content offers like eBooks and regular blogging is the fuel for your inbound marketing engine. But just like a beautifully designed house on top a structurally unsound foundation, or a paver patio installed atop a base of dirt, content does not perform well without the required research and strategy work. Anyone can write a blog. Not everyone can design and execute and inbound marketing program that drives leads with content and marketing automation.
WHAT PURPOSE IS YOUR BLOG CONTENT ACTUALLY SERVING?
We work with business owners in the home services industry looking to maximize their marketing ROI. We often hear, "We have someone writing blogs for us for $40 each." While that's really great for filling the internet with more useless, poorly written content, it's not great if you're actually trying to achieve real goals. If it's real results your after, you should probably value more the strategy and planning that comes before the first blog is ever written.
MAPPING CONTENT TO THE BUYER'S JOURNEY AND DRIVING YOUR WEBSITE VISITORS THROUGH THE SALES FUNNEL.
Today's buyer goes through 3 stages before deciding to actually call a home services company or sign a contract for that new inground pool: awareness, consideration, and decision. The best way to attract prospects in all 3 stages and drive them through their journey to the point of acting, is to strategically map great content to each stage of the sales funnel. In order to do this successfully, a detailed understanding of your company's ideal prospect is required in the form of buyer personas. Add in extensive keyword research and mapping, content editorial calendars, and a content analysis and you've got blogs that actually have a purpose.
How does all this relate to your website, you ask? Here's a free guide on driving leads online: