When customers are looking for construction services, they often have a pretty good idea of what they need. However, the techniques of demand generation can also be applied in the construction industry to improve lead generation and customer acquisition.
What is Demand Generation?
Demand generation involves the type of marketing that promotes awareness of and interest in your company. It is designed to not only make leads and potential customers aware of what you have to offer, but to make them excited to know more and to do business with you. This type of marketing requires a long-term commitment, but the results can be substantial.
Demand Generation in Construction Marketing
- Show where you are needed: Demand generation shows benefits of your products and services that may not be immediately apparent. If you are a remodeling company, for example, customers understand that your services will improve the visual appeal and functionality of remodeled spaces. However, they may not recognize that an effective remodeling job can also improve a structure’s energy efficiency, making their indoor environment more comfortable and saving them money on heating and cooling.
- Provide unique approaches: A lead may understand at a basic level how a project is designed and built. As a demand generation tactic, you can provide detailed information on the construction process and what can be expected. Text descriptions, diagrams, specification sheets, and even videos can give a level of detail that other companies don’t provide, improving your company’s reputation for being helpful.
- Educate and inform: Offer ongoing education for your leads and customers. This can take the form of a regular blog, an informative website, or frequently updated social media pages. Give away some of your most valuable information to create goodwill. Interact with your leads and customers on your social media pages.
Construction Monitor provides the most recent data on construction starts, providing you with insight into where your company’s products and services are likely to be needed. Contact us today for more information on using demanding generation in construction marketing and how this technique can improve lead generation and bring you more customers.