Marketing To Architects: Technical Content
In the built environment, technical content serves as the backbone of every new project, so...
Hi, my name is Ainhoa, Inbound Marketing Specialist at Insynth Marketing.
In this video, I am going to dive a little bit more into how using lists can provide you with more insights on your database and help you understand your prospects’ journey when coming across your construction brand.
If you have not yet watched our video on the different types of lists available on HubSpot, I encourage you to review it before watching this video.
Neglecting the designation of the buyer personas of your brand is one of the most common mistakes businesses make and can compromise the fitness of the contacts you attract.
A good place to start is by creating a list of contacts that share a property that you consider relevant and booking interviews so they can show you how your building product brand looks from the other side.
Once you have identified your ideal buyer personas, creating lists will still be useful for targeted communication and tailoring the interactions you have with a specific group, so you speak with them in a personalised and attractive way.
Knowing who to market for, it is important that you are providing them with the content they need, when they need it.
From the moment your contacts discover your building product brand until they are ready to purchase a service, you need to nurture them.
HubSpot focuses, by default, in five categories that they call lifecycle stages and that they use to split the journey of their customers: subscribers, leads, marketing qualified leads, sales qualified leads and customers.
You can define the stage of the lifecycle of your contacts as you please and classifying them consistently will give you a sense of how well your lead nurturing strategy is working for your building product brand.
In fact, one out of every two contacts on your data base is, on average, not ready to make a purchase and, if you try to press them into it, you might have the opposite effect.
For every category, you can create a list of contacts that will receive emails that will be tailored for the moment of their customer journey that they find themselves at.
I hope this brief explanation was useful. If the different uses of lists have caught your attention, feel free to explore other videos where I speak about using lists to run A/B tests or improve your email performance.
If you have any questions, give us a shout.
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