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Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
Effective Marketing - Inbound Marketing for Builders
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Effective Marketing - Inbound Marketing for Builders

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Inbound marketing allows builders and remodelers to pull in more traffic and leads through their websites.

Inbound marketing allows builders and remodelers to pull in more traffic and leads through their websites.

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  • Who’s using outbound marketing? Are those channels working?
  • Transcript

    • 1. 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 RemodelersMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 2. 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 s1. How marketing has changed for builders and remodelers2. Turn your website into a lead generation machine3. Your marketing “persona” and your customer4. Position yourself as a “trusted advisor” and close more deals5. Calculate the number of leads you need to grow your business6. How to get those leads Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 3. 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 Marketing is Changing has changedMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 4. 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 Traditional Marketing = OutboundMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 5. 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 Outbound Marketing is BrokenMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 6. 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 So … what’s INBOUND marketing?Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 7. 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 Inbound Gives LeverageMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 8. 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 Inbound Is CheaperMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 9. 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 Inbound Outbound Marketing MarketingMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 10. 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 sTurn Your Website in to a Lead Generation Machine Recipe for Success Online Traffic + Conversion + Nurturing = Sales/ROIMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 11. 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 Traffic How do you get more traffic? Create Remarkable Content Blogging + Social Media + Search Engine Optimization (SEO) = TrafficMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 12. 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 Blogs and Blogging: What’s a Blog?Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 13. 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 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 enginesMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 14. 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 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.Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 15. 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 sAddressing Your Customer’s Needs/Wants/DesiresMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 16. 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 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
    • 17. 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 Become a Trusted AdvisorMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 18. 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 Become a Trusted AdvisorMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 19. 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 “Frame” your customers’ expectationsMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 20. 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 “Frame” your customers’ expectationsMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 21. 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 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
    • 22. 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 Connecting Your Blog to Your Website or http://blog.powellrenovations.com or http://www.powellrenovations.com/blogMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 23. 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 Optimizing your articles for search enginesMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 24. 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 Optimizing your articles for search enginesMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 25. 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 sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 26. 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 sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 27. 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 sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 28. 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 sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 29. 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 Traffic How do you get more traffic? Create Remarkable Content Blogging + Social Media + Search Engine Optimization (SEO) = TrafficMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 30. 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 sSocial Media WebsiteMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 31. 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 sSocial MediaMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 32. 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 sSocial MediaMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 33. 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 sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 34. 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 sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 35. 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 Traffic How do you get more traffic? Create Remarkable Content Blogging + Social Media + Search Engine Optimization (SEO) = TrafficMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 36. 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 sSearch Engine Optimization Page Title URL H1 TagBody Text Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 37. 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 sSEO: The Result 719.636.1303 | www.TMRdirect.com
    • 38. 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 sSEO: The Result 719.636.1303 | www.TMRdirect.com
    • 39. 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 sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 40. 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 sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 41. 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 Traffic How do you get more traffic? Create Remarkable Content Blogging + Social Media + Search Engine Optimization (SEO) = TrafficMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 42. 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 sTurn Your Website in to a Lead Generation Machine Recipe for Success Online Traffic + Conversion + Nurturing = Sales/ROIMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 43. 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 OffersMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 44. 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 ConversionCreate CompellingOffersMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 45. 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 Convert with Landing PagesMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 46. 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 Convert with Landing PagesMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 47. 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 sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 48. 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 sTurn Your Website in to a Lead Generation Machine Recipe for Success Online Traffic + Conversion + Nurturing = Sales/ROIMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 49. 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)Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 50. 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 Step 1: Visitor fills out a form on your website or blogMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 51. 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 sEmail Nurturing to Improve Sales Step 2: Capture information from formMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 52. 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 Step 3: Prospect begins to receive an automatic series of emails that contain additional offers and downloadsMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 53. 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 Step 4: Prospect takes advantage of a second offerMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 54. 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 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)Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 55. 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 sTurn Your Website in to a Lead Generation Machine Recipe for Success Online Traffic + Conversion + Nurturing = Sales/ROIMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 56. 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 Return on Investment (ROI) AnalyticsMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 57. 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 Return on Investment (ROI) AnalyticsMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 58. 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 Return on Investment (ROI) AnalyticsResults: Dramatic Increase in Leads Projects Landedand Customers for Powell Renovations Kitchen: 7 Misc. Project: 4After using TMR Direct for 15 months, Room Addition: 4the following results were seen: House: 3Generated a total of 397 Leads (avg. of Bathroom: 226.4 leads per month) Basement: 1Landed 21 new customers bringing in a Totaltotal of $1,715,000 in additional 21revenueMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 59. 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 sTurn Your Website in to a Lead Generation Machine Recipe for Success Online Traffic + Conversion + Nurturing = Sales/ROIMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 60. 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 sHow 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: $250,000Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 61. 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 sHow 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 neededMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 62. 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 How Big Do You Want To Be?Leads: 400 400 400 400Conversion Rate: 0% 1% 3% 5%Annual Traffic: Infinite 40,000 13,333 8,000Monthly 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
    • 63. 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 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 TeamMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 64. 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 Thank you!Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    • 65. 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 QuestionsMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com

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