Effective Marketing - Inbound Marketing for Builders

D e l i v e r i n g M e a s u r a b l e R e s u l t s

Effective Marketing for
Builders and Remodelers

Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com

Agenda D e l i v e r i n g M e a s u r a b l e R e s u l t s

1. How marketing has changed for builders and remodelers

2. Turn your website into a lead generation machine

3. Your marketing “persona” and your customer

4. Position yourself as a “trusted advisor” and close more deals

5. Calculate the number of leads you need to grow your business

6. How to get those leads



Marketing is Changing
has changed



Traditional Marketing = Outbound



Outbound Marketing is Broken



So … what’s INBOUND marketing?



Inbound Gives Leverage



Inbound Is Cheaper



Inbound Outbound
Marketing Marketing



Turn Your Website in to a Lead Generation Machine

Recipe for Success Online
Traffic + Conversion + Nurturing = Sales/ROI



Traffic
How do you get more traffic?
Create Remarkable Content

Blogging + Social Media + Search Engine
Optimization (SEO) = Traffic



Blogs and Blogging: What’s a Blog?



3 Components of a Blogging Strategy

1. Develop Your Marketing Persona

2. Determine Your Blog’s Purpose
a. Address your customer’s needs/wants/desires
b. Establish yourself as a trusted advisor
c. Set customer expectations

3. Optimize your articles for search engines



Develop Your Marketing Persona
Your marketing persona should be a reflection of your ideal
customer
Annual Income: $80,000
Matt Johnson, age 38, lives in a suburb of St Louis. Matt has been married to his
wife, Suzie Johnson for 15 years and they have two kids, Matt, Jr., age 12, and
Lynne, age 14. They own their own small rancher and have a mortgage. The kids
are crazy about animals so they own a Golden Retriever who chews up everything in
sight. Suzie drives a used Honda Accord and Matt drives a used Toyota 4Runner.
Matt pays the bills. They have two credit cards with moderate balances, but the
balances never seem to go away. Matt works at a mid-sized manufacturing
company in their IT department and makes $55,000 per year. Suzie works in the
front office of the local grade school and makes $26,000 per year. Matt is very
involved with his kids and wants them to have all the advantages. Weekends and
evenings are spent at soccer games and practices and other kid activities. Matt
wants to “move up” in life, but is not exactly sure how. They would like a bigger
house or they would like to finish the basement of their current home. He has
considered going back to school as he didn’t complete his undergraduate degree. At
one time he dreamed of owning a Corvette Z06 and still harbors that fantasy. He
has conservative political views – he voted Republican in the last 3 elections. When
he is commuting to work he listens to Dave Ramsey on the radio.



Addressing Your Customer’s Needs/Wants/Desires



Become a Trusted Advisor

Blogging is not a way to directly advertise
your home building or remodeling business;
it is a way to position you and your company
as a trusted advisor to the consumer.



Become a Trusted Advisor



“Frame” your customers’ expectations



Blogging for Business

Your blog needs to be connected to your
website and optimized to have the biggest
impact on your website’s SEO.



Connecting Your Blog to Your Website

or

http://blog.powellrenovations.com

or

http://www.powellrenovations.com/blog



Optimizing your articles for search engines


Blogging Data D e l i v e r i n g M e a s u r a b l e R e s u l t s



Social Media

Website



Social Media


Social Media Data D e l i v e r i n g M e a s u r a b l e R e s u l t s



Search Engine Optimization
Page Title URL

H1 Tag

Body Text



SEO: The Result

719.636.1303 | www.TMRdirect.com

Web Pages Data D e l i v e r i n g M e a s u r a b l e R e s u l t s



Conversion
Create Compelling
Offers



Conversion

Create Compelling
Offers



Conversion Convert with Landing
Pages


Landing Pages Data D e l i v e r i n g M e a s u r a b l e R e s u l t s



Email Nurturing to Improve Sales
The Process
1. Visitor fills out a form on your website or blog
2. Capture information from form
3. Prospect begins to receive a series of automatic emails that
contain additional offers and downloads
4. Prospect takes advantage of a second offer
5. Prospect is automatically removed from the email campaign
6. Salesman calls the prospect (who is now a warm lead)



Step 1: Visitor fills out a form on your website or blog



Step 2: Capture information from form



Step 3: Prospect begins to receive an automatic series of
emails that contain additional offers and downloads



Step 4: Prospect takes advantage of a second offer



Step 5: Prospect is automatically removed from the email
nurturing campaign or the campaign continues if applicable

Step 6: Salesman calls the prospect (who is now a warm lead)



Return on Investment (ROI)
Analytics



Return on Investment (ROI)
Analytics
Results: Dramatic Increase in Leads Projects Landed
and Customers for Powell Renovations Kitchen: 7
Misc. Project: 4
After using TMR Direct for 15 months, Room Addition: 4
the following results were seen: House: 3
Generated a total of 397 Leads (avg. of Bathroom: 2
26.4 leads per month) Basement: 1

Landed 21 new customers bringing in a Total
total of $1,715,000 in additional 21
revenue



How Big Do You Want To Be?
And what do you need to do to get there?
Remodeler
Starting Point: $2M in Sales
Goal for 2011: $3M in Sales
Need: $1M additional revenue
Average Job Size: $50,000

Custom Home Builder
Starting Point: $4M in Sales
Goal for 2011: $6M in Sales
Need: $2M additional revenue
Average Job Size: $250,000



Calculation:
$1M / $50,000 Need: 20 additional jobs

Closing Rate on Appointments 25%

20 / 25% = 80 Appointments needed

Leads needed to
set 1 appointment: 5 Leads needed

80 x 5 = 400 Additional Leads needed



Leads: 400 400 400 400

Conversion Rate: 0% 1% 3% 5%

Annual Traffic: Infinite 40,000 13,333 8,000

Monthly Traffic: Infinite 3,333 1,111 667

Most websites convert LESS than 1% of their traffic.

What is your conversion rate?



The Sales Funnel – Generating Leads
Generate qualified traffic
(thru PPC, SEO, Blogging, Social Media)
Insert Calls To Action on WebPages

Make Relevant Offers of Additional
Content

Convert Traffic to Leads on Landing
Pages

Nurture Leads through email drip

Move Warm Leads to Sales Team



Thank you!



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