Developing a strategy and increase your leads
The image of a company is very important. Would you want to work with a construction or property company whose online presence or their office was in shambles? We judge things often by their appearance, especially when seeing something for the first time. If you are an excellent company with a bad image or appearance then you may have loyal clients but new clients will be hard to get.
What does work, however, is the ability to present the company as being professional and experienced. When we walk into an office that is neatly arranged and greatly designed we immediately begin to think positively about the company.
The opportunity that content marketing presents for construction and property companies can be as effective as a well presented premises.
You can show your expertise in your field with educational blogs, video, photos, case studies without selling your services. The idea is to say ” A good builder would do this” not “We are Smith Watsin Builders and we do this” its a subtle but less intrusive way of getting your message out there.
Executed correctly, content marketing campaigns help you build trust with people searching for your services, help you obtain great rankings on search engines with organic SEO and help you build your digital relationship with potential customers through your website and social media channels.
Our client, Hunt Property Services launched a property renovations and refurbishment arm in 2016. Getting work through their landlord network was easy enough, but getting the business that general builders were getting was a different story. Modedaweb were tasked with coming up with a strategy for the long term to help win over new clients:
- Improve sales outside of landlord network:
To increase non-network sales without a PPC budget, we focused on getting Hunt Property ranked on search engines for long tail keyword searches in their local area. This included on page SEO, content creation and social media.
Show the company expertise in renovations:
The agreed focus was to devise a content strategy that would help Hunt show expertise in property renovation. We created a four month mini campaign which consisted of a landing page, offer and weekly blog posts covering off the various projects they usually delivered and a case study of a large completed project.
- Ensure a durable strategy is implemented:
When you work at reputation building with content marketing, you give yourself the best opportunity to build trust showing authority in your field. The added benefits of the startegy are that the business ranks organically for the search terms they need to and that this small investment, unlike a PPC budget means that the content will rank for months or years on this spend giving a better return on investment.
The challenge is to bring a company whose web presence is non existent to rank on Google locally for search terms relevant to their new business, property renovations and property redevelopment in and around Chigwell in Essex. We have to ensure that when a client visits the website they feel positive about the company and that they leave feeling educated by the content that they read. The challenge is that most customers will judge you based on appearance alone, and if the website looks unprofessional or poorly made then they will think the company as a whole is unprofessional.
- Optimise the Website Pages for Search Engines:
The website needed a full on page SEO overhaul covering meta descriptions, onpage content with keyword density, alt tags for images as well as some plugins to optimise website speed.
- Create Landing Pages & Content Strategy :
We created a landing page and call to action for the blog posts that was focused on website visitors looking for property renovation and redevelopment. We also created a content campaign covering off the types of renovation you can have as well as a full case study of a full interioir restructure porject completed by the client.
- Share the Content on Social Media:
As part of the social strategy, we used a combination a content sharing and created content into channels like Twitter and Linkedin as well as optimising the Linkedin profiles of staff. We also used some internal agency tools to drive followers using a keyword strategy which resulted in an increase of 900+ followers in the first 2 months.
The result of this is that Hunt Property Services now rank on page one or two of Google search results and that they were recognised by industry magazine BUILD for their efforts. Each and every part of the business matters when winning over a new client:
- Massive improvement from not ranked to page 1 or 2 on Google:
The focus on an organic content strategy allowed a company with no online renovations presence to get to pages 1 and 2 of Google in 4 months locally.
- Industry Award Best Newcomer in Business with BUILD Magazine:
The efforts were recognised when we submitted Hunt Property Services to the BUILD Magazine awards based on their approach to business and marketing. Hunt Property also invested in Mobile Apps as well as a new website.
- Increase in awareness of services and opportunities won:
The sharing of the written content shared on Linkedin and Twitter as well as the company facebook page raised the company profile and resulted in an increase of leads. The introduction of email marketing also gave an instant uplift with 5 enquiries for sales coming off of the very first email sent.