Construction Marketing

In this blog we’ll discuss outbound and inbound construction marketing. Outbound marketing is the more traditional of the two and sends content to potential customers. Channels for outbound include prospecting calls, direct mail, e-mails, print/online advertising, and trade shows. Inbound marketing draws customers in using content on your website and social media. In the past several years inbound marketing has overtaken outbound marketing, but I believe you need both to have an effective business development program. Let’s look at both.

How are inbound and outbound construction marketing different?

First, each uses different lead generation channels. However, the most significant difference is the approach to content. Because outbound marketing is sent to prospects, its content must educate and engage. Content needs to present what services you offer, but also why the prospect should choose your company over competitors.

The content for inbound marketing offers educational or entertaining information and establishes your company as an expert in your field or their target market. The content is meant to be engaging enough to bring the reader back for more until they need your services.

How are the two similar?

Of course, the main similarity between outbound and inbound construction marketing is that both are used to increase sales. There are other factors that they NEED to have in common for the best results, such as:

Maintain your brand

Just because inbound and outbound construction marketing use different channels and approaches in content, your brand must be uniform in both. Protecting your brand prevents sending an unprofessional and disjointed message to potential customers.

Schedule for proper frequency

As lead generation tactics, inbound and outbound construction marketing both need to consider frequency to be effective. You need to develop scheduled programs for both strategies to reach your target markets on a regular basis. Frequency has always been important in lead generation to get your message across to prospects. For example, when I started in this biz nearly 40 years ago, a prospect needed to see a message to attain retention. Now it’s 3-4 times that frequency depending on the channel.

Results for inbound and outbound construction marketing

The results from these lead generation tactics vary depending on the channels. If you’ve read any of my other blogs, you know there are awareness and direct channels. Awareness spreads the word of your company to a targeted market and take longer. Direct channels connect with one prospect at a time and produce a faster response. However, it is the combination of these programs that build momentum over time to grow sales. And higher sales growth will accelerate as both campaigns continue.

 

About the Author

Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.

About Conach

When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.

For more information visit conachmarketing.com or contact us or call 989.401.3202.