Generating leads and converting; how digital unlocks potential

From the first primitive mud huts, to stone monoliths, to the ancient pyramids of Egypt and beyond; the concept of ‘construction’ has been around for quite some time.

We have been creating things (later known as ‘manufacturing’) to define and develop the built environment in which we live for the benefit of the human race for many years since (later known as ‘building’).

At any given point, in some way, shape or some form, the agreement to create a build would have been granted, somehow paid for and ultimately delivered.

And so, fast forward. 2022.

Not much has changed really. Essentially, generating leads to build stuff remains vital to the health of any construction and manufacturing business.

Whether a brand-leading manufacturer, an installer-expert or a stock-wielding merchant, we all have customers. Customers to locate; to please, to hold onto and to build business in partnership.

Our customers have their own customers of course; as they have theirs, and so on, ad infinitum. All customers are also not created equal; some will carry more influence and align much closer to the values and direction of your business than others.

However, all of our customers are, perhaps unbeknown to either party, ‘digital customers’. Phonecalls and paper are quite rightly more and more a pleasant retro experience these days.

To develop new business digitally in the Construction and Manufacturing space (assuming you’re good at what you do and have clearly determined/articulated your customer value proposition), the act of reaching out to new prospects may at times seem like a commercial minefield on which to tiptoe, to guess and perhaps endure.

A connected digital strategy is ultimately essential to success. Joining the dots between social, online and database will make the positive difference; alongside bolting on the various third party lead gen specialists operating in the construction industry which flag new projects for commercial exploration (such as Glenigans and Barbour ABI amongst others).

Optimising your website to convert is a given. Creating content that draws in the right leads the objective. Put effort into SEO. Use PPC and social media intuitively. And analyse your efforts and optimise for improved future lead generation.

By default; omnichannel, cross-channel and multi-channel digital touchpoints...all essential.

Generating leads is vital to the health of any business.

In a complex and crowded marketplace such as construction, sourcing high-quality leads that can convert to sales is a priority. Quite often, leads are lost to competitors, meaning conceded opportunity when a business fails to position itself as an expert in the field in a digital context. The higher priced the item or service, the more detailed and authoritative your business must appear; but essentially coupled with the right digital experience.

Generating leads is one thing. Converting is another.

You do what you do best, but with the support of the best and right digital experts, they will guide you to the next level to help you find the correct digital customers; to keep those customers, and to help their customers, and to help their customers...etc

Get the right platform for your business. Get the right digital partner for your business.

As much as we may pretend to be a long way from those mud huts and pyramids of yesteryear, the concept of construction is very much alive and will always be the future; vital to our economy and here to develop the world for us.

Building new business with new customers principally through digital connection is now the standard.

Step up to build, or be stepped on.