Does your construction company have digital real estate yet?
Daily posts vanish in a day. Campaigns you build once can bring in leads for years. The difference between communication and an asset.
Just as you can own property that brings in money almost entirely passively, you can create digital real estate. These are reusable marketing assets that often generate revenue for years without you having to do anything for it. It works remarkably well in construction.
When you do digital marketing there are two big components: your daily communication and your campaigns.
1. Your daily communication
Your daily communication is something you produce again every day. Think of your posts on Facebook and Instagram.
Unfortunately it does relatively little for revenue. Even so, it matters a great deal for how potential customers perceive you. It often shapes the first impression they get of your company.
2. Campaigns: your digital real estate
Campaigns, by contrast, are built to win new customers. You make them once and then you let them do their work, over and over again. That is what a digital asset is.
Unfortunately, most marketing teams at construction companies put their time into daily communication rather than into reusable assets. That never pays you back. Because however good today’s post is, it is only there for a day.
Build campaigns instead that keep producing new contacts and customers for years.
The craft is in making a good campaign
Something we build often for companies in construction, and that we know genuinely works, is an ebook campaign.
That means making an inspiration guide with a few examples of your projects available on your website in exchange for an email address or a phone number.
You make that ebook only once, but it goes on influencing every reader for a long time afterwards.
Logic says you should put real time and thought into it:
- write a good introduction and a good closing
- use attractive photography
- keep the writing readable
- introduce your team
We have seen more than once that one ebook got twenty times more downloads than another for the same company. That is the difference between one lead a week and twenty leads a week. An enormous difference.
An ebook is only one of the digital assets we create. There are plenty of other types of content a construction company can use for more sales and more growth. Get in touch and we will talk you through them.
In short
What is digital real estate in marketing?
Digital real estate in marketing means reusable marketing assets, such as campaigns, that you make once and that often generate revenue for years without further work. Like property that brings in money almost passively, a digital asset keeps producing new contacts and customers. Digital real estate works remarkably well for construction companies.
What is the difference between daily social media posts and marketing campaigns?
Daily social media posts and campaigns play different roles. Daily communication, such as posts on Facebook and Instagram, does relatively little for revenue but shapes how potential customers perceive you. Campaigns are built to win new customers: you make them once and they keep working. Most construction marketing teams spend too much time on posts that last only a day.
How do I make an ebook that generates leads for a construction company?
An ebook that generates leads for a construction company is an inspiration guide with examples of your projects, offered on your website in exchange for an email address or phone number. Write a good introduction and closing, use attractive photography, keep the writing readable and introduce your team. One ebook can get twenty times more downloads than another.
Team Stigo, Stigo Digital Agency
Writes about what actually happens inside the campaigns we run from our own location in Antwerp. Questions about your own numbers? Book a call.
