Construction companies are always looking for new lead generation strategies and a lead magnet, a form of content marketing, is a proven tactic for generating leads.
However, there can be quite a degree of trial and error involved with creating lead magnets if companies don’t know what they should offer as their gift to incentivize visitors to submit their contact information and thereby become a lead.
To help you avoid those pitfalls, this article explores seven different lead magnet ideas that may work well for construction business owners who want to engage with potential customers and turn them into leads.
What Is a Lead Magnet?
A lead magnet is an irresistible offer or piece of content that will entice potential customers to give up their email address or phone number.
It’s a tried and true marketing tactic that has garnered rave reviews and impressive ROI for companies of all sizes. Giving away your lead magnet won’t cost you much, but it will generate high-quality leads for you.
Why Use Lead Magnets?
Lead magnets are a great way to increase your construction company’s presence on the Internet without breaking the bank. They are an excellent option for small construction companies that have limited budgets for marketing.
They are also a great way to build your email list. The more people on your list, the higher number of customers you will be able to reach when it comes time to promote your services.
Here are a few examples of effective types of lead magnets that can be used by construction company marketers.
1. E-book or White Paper on a Construction Topic
E-books and white papers can be great lead magnets, and they tend to get shared more often because they are very useful for people in their respective industries. When you create an e-book or white paper, be sure that it is easy to read.
Some e-books offer useful industry advice. For example, “How to Avoid Overpaying on Your Next Construction Project.” Other e-books are used to highlight the differences between their company and others in the field. For example, “Why Your Next Construction Project Should Be Handled by a Design-Build Firm.”
Overall, e-books and white papers are great leads magnet to market your company and build trust among potential customers.
2. Case Study or Testimonial
As soon as you complete a successful project with a customer, make sure to ask them to speak about your business for a testimonial. If they have enjoyed working with you, they should be more than happy to provide information.
Not only is this a great way to build trust with existing customers by asking them for their honest opinion, but a testimonial can be used as a lead magnet to market your company and enhance your credibility with prospects. They will see that you are trustworthy and that your company provides quality work.
3. Video Training Series
Videos are popular lead magnets because they are an easy way for potential customers to learn more about your services. In particular, video training series provide useful information that people will be willing to share their contact information to see.
For example, “How to Install a Vinyl Fence” or “How to Clean Up After a Construction Project.”
Videos like this are also a great way to show potential customers who you are as a company and that you can provide quality work and materials.
4. Free Trial or Consultation Offer
Offering a free trial or consultation is another great way to generate leads. When you provide people with this type of oppotunity, it helps them visualize the total value that your business provides.
A free consultation gives prospects an opportunity to experience how your business works. If they are satisfied, you will gain a potential lead that can be nurtured into a paying customer.
For example, “Free Sewer Line Inspection” or “Free Design Consultation.”
If you opt for this type of lead magnet, you should make sure to offer this type of service on your website with a simple form that allows people to request their free trial or consultation.
5. Cheat Sheet of Common Construction Jargon
Many people in the construction industry are not familiar with certain terms, phrases, or acronyms. They would welcome a cheat sheet that defines some of the most commonly used jargon in your industry, which represents the perfect opportunity for a lead magnet.
A glossary lead magnet allows you to educate interested customers about what you do without confusing them. It also allows you to highlight your business and show that working with you will benefit them.
This sheet can then be used as a reminder when speaking to customers about what else they need to know but cannot remember off-hand.
6. Diagnostic Toolkit
A diagnostic toolkit is a collection of tools used to analyze a problem. Many construction companies already have a diagnostic toolkit that they use themselves, but not all customers know this.
If you create a diagnostic toolkit as a lead magnet and provide it for free, potential customers can benefit from your expertise by seeing how you work and what steps you take to come to a solution.
In addition, this toolkit can be used as a valuable piece of information that customers can reference if they need to revisit the problem in the future.
If a toolkit like this is something that you have been using internally for some time, consider adding it as an additional resource on your website for people to access and use.
7. Use a B2B Cold Calling Service
Cold calling can help you reach potential customers that may not be aware of your company.
Many services allow you to make B2B cold calls and create custom lists with relevant contact information. These services can come in handy when you create a lead magnet as they can provide a list of targeted contacts who may be interested in your content.
Focus on Providing Value with Your Lead Magnet
There are many different lead magnets you can create for your business. The key is to find one that will help customers and provide real value without taking up too much of your time or resources. It is important to remember that the purpose of creating this type of content is to generate leads, so it should be something relevant and enticing to catch people’s attention.
