Digital opens up new perspectives for changing mindsets in the sometimes « conformist » world of construction and industry. A tip on lead generation and conversion - tempting, isn't it? Our experience leads us to believe that your audiences prefer inbound marketing, a digital strategy built around content marketing. Here's our take!
How do you raise the profile of a virtuous material among single-family housebuilders?
“Constructeurs Malins”: a response that is both knowing and pragmatic
Converting and engaging an audience requires genuine groundwork aimed at developing personalised content and brand experiences.
While the expression may be fashionable across the open-plan office, inbound marketing is ultimately nothing new. « Inbound » is the practice of permission-based, high-performing pull marketing: you no longer try to convince through intrusive actions; your audiences are drawn in by your content and therefore come to you more naturally.
When you develop a genuine content strategy, the user experience comes first; the « sale » (or the specification) follows...
How does inbound marketing work? How do you generate qualified contacts through digital? How do you guide them step by step as their decision matures? How do you engage your audiences?
The process is characterised by a 4-phase conversion funnel:
- Attract qualified visitors by developing relevant positioning and content
- Convert web users into leads (« prospects ») by collecting information
- Guide these leads through to the act of purchase, or of specification
- Build loyalty and engagement to create brand ambassadors
Specifiers, distributors, tradespeople: construction industry players are looking for targeted, relevant and personalised information, far removed from traditional approaches. By developing quality content and relaying it across the various communication channels, you generate qualified traffic to your website.
« When we help manufacturers convert and engage an audience of construction specifiers, it is essential to deploy a digital platform that supports quality content: references, testimonials, decision-support tools, BIM libraries, simulators, calls-to-action. Digital is a formidable tool for converting and evangelising audiences. » explains Enzo Lopez, Digital Manager at Convergence.
