Traffic, conversions and meaningful business

When someone asks me: "How can I get more traffic to my architectural, engineering or construction blog or website?", I'm tempted to throw out an answer: "Does it really matter?

Isn't what you really want are real clients who will purchase or use your products or services?"

This is especially the case if you are following the Marketing 101 principal and focusing on a specific niche. Since niches are either generally geographically or specialty focused and the Internet covers the whole world, you probably don't want "everyone" visiting your site and responding to you.

But the word "niche" also suggests quality is much more important than quantity -- you want to be top place within your community/space but ideally (from a marketing perspective) want to be nearly invisible to everyone else.

How important is this specialization?

Say you are a "management consultant". You might be great, and capable of working in all industries and sectors, for businesses of many different sizes. And theoretically, your world is the universe, since you can provide consulting services over the phone and by video link anywhere, any time.

But how are you (a) going to get any attention out of the clutter and crowd and (b) have enough credibility to truly be successful in presenting your generalist services to people who don't already know you.

Now, when you say you are a "management consultant to general contractors which are family owned businesses in North America", you have a better chance of success -- but even better might be "Safety consultant to contractors in Toronto, Ontario."

Next, once you have your niche, you need to go the next step, and build your reputation.

Here is where content really works wonders. I share several others' belief that you lose very little by being totally open about your ideas and insights, without worrying about giving away your "secrets". (Obviously I'm not talking about processes or technologies you are about to patent!) Seth Holdren makes the reasoning clear in his blog.

By posting articles, insights, and information on your website, starting a blog and updating it with content, and generally sharing your soul, you'll attain some authority and reputation, and begin "owning" your niche. (And yes, your search engine rankings will rise, and this will increase qualified traffic further.)

There is a final element to this problem, however, and frankly I haven't solved it yet. Say you have a niche, obtain lots of traffic, and can build a list of great names of potential clients. How do you convert these initial contacts, inquiries and interest into real business?

Sure, this blog has generated some business for my companies, but the revenue from it and the related newsletter tracks to less than 10 oer cent of our total annual earnings. (This is helpful, but can we improve the results?)

More challenging, of 1,000 people who put their names down on the list for more information or the free Construction Marketing Ideas newsletter, only one or two ultimately buy anything from us.

Of course, part of the reason is that I may have found a niche, but don't have the product or service its members require (except if you are at present in Ontario or North Carolina).

Does "Construction Marketing" require hands-on locally based consultations, or advertising in relevant media that we don't provide?

Do we have the credibility and proof that we can deliver more expensive services, for a fee, because of this blog?

Whenever I've overtly tried to sell anything through this blog or the newsletter, I usually achieve nothing but negative backlash.

Do you have ideas or suggestions of your own to solve this challenge?

Maybe you can help me solve this marketing puzzle.

Posted in: niche marketing