2 Strategies Contractors Are Using to Build Engaging Email Lists

  • Valerie Echter

Consider what would happen if Facebook, Instagram, LinkedIn, and Twitter all decided to shift their business strategy, requiring you to pay to use their platforms.  How quickly would your social initiatives on those platforms change?  Even more frightening of a thought would be to exit those platforms completely, losing access to all those “followers” you have been nurturing for years. Thousands of potential clients would be lost forever.

The reality is that your website and email list are two marketing tools you have control over. You own the rights to them and can nurture and engage with those contacts as frequently as you wish.  The key to a successful email list is the quality of the contacts; however, not necessarily the quantity.  Many contractors understand the importance of filling their list with ideal clients because those consumers are already in the market for the service or product they provide, which shortens the sales cycle.  How do they fill their email list with ideal clients?  They use compelling lead magnets that address the concerns of that consumer, and they always have a Call to Action (CTA) on their content.

Develop a Compelling Lead Magnet

A lead magnet is a free piece of content businesses offer to prospects in exchange for their email address or other contact information. Examples of content pieces include digital and downloadable PDFs, eBooks, videos, or whitepapers.

Consumers are becoming more reluctant to share their contact information; however, so creating a lead magnet that is engaging and packed with value is critical. What are the top-performing lead magnets in 2020? 

Ebooks

Ebooks that combine a series of your best blog posts about a relevant subject are popular for the simple fact that they provide a LOT of value to the consumer.  For example, if you are a sealcoating contractor, you may choose three posts from your blog to combine into an ebook:

  1. Two Pieces of Equipment Every Sealcoat Contractor Needs
  2. The Top 3 Mistakes Sealcoat Contractors Make
  3. The Ultimate Guide to Sealcoating

A lead magnet that combines relevant and ample information that solves the problem of the client will inevitably result in an email signup.

Bonuses or Add-ons

Bonuses or add-ons are pieces of content that are not currently in a blog.  For example, a contractor may have a blog titled “How to Extend the Life of Your Asphalt Pavement,” and then offer those who read the blog a bonus PDF Checklist. The checklist details additional concepts that are not in the original blog. Add-ons make the consumer feel they are getting perks just for being on your website. 

Pro Tip: Make sure your consumers know they are opting into your offer, which permits you to send them emails or other promotional materials.  Legally, this is a step that you cannot skip. 

Create a Call to Action

A Call to Action (CTA) encourages action by a consumer. Whether it be a pop-up or a slide-in on your blog, an attractive call to action has a few essential components:

  1. It clearly states WHAT the consumer needs to do
  2. It clearly states WHAT the consumer will get in exchange for their contact information

A CTA example may be a pop-up on a Line Striping Contractor’s website that encourages a consumer to “Chat Now” to learn more about changes to ADA Guidelines. Another example would be a “Learn More” button at the end of a blog that takes the consumer to a Calendly invite. The consumer can input their information and schedule a meeting with your pavement consultant simply by the click of a button. It has never been easier to create a call to action that your ideal client will find helpful and willingly trade their contact information for.

Ultimately, email list building is one of the best strategies you can use for growing a profitable construction business. No one can take your email list away from you, which makes it an invaluable resource for your sales and marketing efforts.

By creating a hard-to-resist offer that quickly and conveniently provides value to a consumer, you immediately become the expert in their eyes.  Having brand authority builds trust with your consumers and will inevitably lead to future sales. Now is the best time to start your email list-building initiatives. Are you ready to step into the digital age with Lead Revenue?

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