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Marketing for Builders and Remodelers
1. Delivering Measurable Results Effective Marketing for Builders and Remodelers Brian Halligan CEO, Hubspot @bhalligan Wes Powell President, TMR Direct @tmrdirect Spencer Powell New Media Manager, TMR Direct @spowell24 Questions/Comments – Chat Panel on the Right Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
2. Agenda Delivering Measurable Results Industry Statistics (from participants of this webinar) How marketing has changed for builders and remodelers Turn your website into a lead generation machine Your marketing “persona” and your customer Position yourself as a “trusted advisor” and close more deals Calculate the number of leads you need to grow your business How to get those leads Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
7. 15% had a blog connected to their websiteMarketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
8. Statistics Delivering Measurable Results If you’d like to know what your score was, please leave your name and number in the chat panel and we’ll give you a call Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
9. Delivering Measurable Results Marketing is Changinghas changed Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
10. Delivering Measurable Results Traditional Marketing = Outbound Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
11. Delivering Measurable Results Outbound Marketing is Broken Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
12. Delivering Measurable Results So … what’s INBOUND marketing? Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
16. Delivering Measurable Results Turn Your Website in to a Lead Generation Machine Recipe for Success Online Traffic + Conversion + Nurturing = Sales/ROI Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
17. Delivering Measurable Results Traffic How do you get more traffic? Create Remarkable Content Blogging + Social Media + Search Engine Optimization (SEO) = Traffic Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
18. Delivering Measurable Results Blogs and Blogging: What’s a Blog? Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
19. Delivering Measurable Results 3 Components of a Blogging Strategy Develop Your Marketing Persona Determine Your Blog’s Purpose a. Address your customer’s needs/wants/desires b. Establish yourself as a trusted advisor c. Set customer expectations Optimize your articles for search engines Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
20. Delivering Measurable Results Develop Your Marketing Persona Your marketing persona should be a reflection of your ideal customer Annual Income: $65,000 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. Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
21. Delivering Measurable Results Addressing Your Customer’s Needs/Wants/Desires Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
22. Delivering Measurable Results 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. Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
23. Delivering Measurable Results Become a Trusted Advisor Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
24. Delivering Measurable Results Become a Trusted Advisor Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
25. Delivering Measurable Results “Frame” your customers’ expectations Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
26. Delivering Measurable Results “Frame” your customers’ expectations Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
27. Delivering Measurable Results Blogging for Business Your blog needs to be connected to your website and optimized to have the biggest impact on your website’s SEO. Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
28. Delivering Measurable Results Connecting Your Blog to Your Website or http://blog.powellrenovations.com or http://www.powellrenovations.com/blog Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
29. Delivering Measurable Results Optimizing your articles for search engines Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
30. Delivering Measurable Results Traffic How do you get more traffic? Create Remarkable Content Blogging + Social Media + Search Engine Optimization (SEO) = Traffic Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
31. Delivering Measurable Results Social Media Website Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
32. Delivering Measurable Results Social Media Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
33. Delivering Measurable Results Social Media Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
34. Delivering Measurable Results Traffic How do you get more traffic? Create Remarkable Content Blogging + Social Media + Search Engine Optimization (SEO) = Traffic Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
35. Delivering Measurable Results Search Engine Optimization Page Title URL H1 Tag Body Text Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
37. Delivering Measurable Results Traffic How do you get more traffic? Create Remarkable Content Blogging + Social Media + Search Engine Optimization (SEO) = Traffic Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
38. Delivering Measurable Results Turn Your Website in to a Lead Generation Machine Recipe for Success Online Traffic + Conversion + Nurturing = Sales/ROI Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
41. Delivering Measurable Results Conversion Convert with Landing Pages Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
42. Delivering Measurable Results Turn Your Website in to a Lead Generation Machine Recipe for Success Online Traffic + Conversion + Nurturing = Sales/ROI Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
43. Delivering Measurable Results Email Nurturing to Improve Sales The Process Visitor fills out a form on your website or blog Capture information from form Prospect begins to receive a series of automatic emails that contain additional offers and downloads Prospect takes advantage of a second offer Prospect is automatically removed from the email campaign Salesman calls the prospect (who is now a warm lead) Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
44. Delivering Measurable Results Email Nurturing to Improve Sales Step 1: Visitor fills out a form on your website or blog Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
45. Delivering Measurable Results Email Nurturing to Improve Sales Step 2: Capture information from form Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
46. Delivering Measurable Results Email Nurturing to Improve Sales Step 3: Prospect begins to receive an automatic series of emails that contain additional offers and downloads Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
47. Delivering Measurable Results Email Nurturing to Improve Sales Step 4: Prospect takes advantage of a second offer Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
48. Delivering Measurable Results Email Nurturing to Improve Sales Step 5: Prospect is automatically removed from the email nurturing campaign Step 6: Salesman calls the prospect (who is now a warm lead) Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
49. Delivering Measurable Results Turn Your Website in to a Lead Generation Machine Recipe for Success Online Traffic + Conversion + Nurturing = Sales/ROI Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
50. Delivering Measurable Results Return on Investment (ROI) Analytics Increasing Traffic Over Time Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
51. Delivering Measurable Results Return on Investment (ROI) Analytics Increasing Organic Traffic Over Time Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
52. Delivering Measurable Results Return on Investment (ROI) Analytics Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
53. Delivering Measurable Results Turn Your Website in to a Lead Generation Machine Recipe for Success Online Traffic + Conversion + Nurturing = Sales/ROI Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
54. Delivering Measurable Results 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 Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
55. Delivering Measurable Results How Big Do You Want To Be? 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 Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
56. Delivering Measurable Results How Big Do You Want To Be? 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? Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
57. Delivering Measurable Results 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 Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
58. Delivering Measurable Results What were you hoping to get out of this webinar? Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
59. Delivering Measurable Results Write down 3 things you can take away from this webinar and implement right now Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
60. Delivering Measurable Results If you’d like to talk to Wes or Spencer, please leave your name and phone number in the chat panel. Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com
