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 sEffective Marketing for Builders and Remodelers Brian Halligan   ...
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 marke...
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 MarketingHas ChangedMarketing Techniques to Increase Response...
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                                                        ...
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 Fundamental Shift in Marketing:        a result o...
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, Websites and Success        1. Blogging: buildi...
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                ...
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 Con...
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...
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                      What’s a Blogging Strategy?                ...
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  Who is your ideal customer?     ...
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 the Needs/Wants/Desires of your PersonaMarketing Techn...
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...
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            ...
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                 What Makes Content “Great”?              Remembe...
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: Key Take-away No. 2Use Blogging to h...
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        ...
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                                                     ...
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  ...
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  ...
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 sOptimization                                          Page Title ...
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 sOptimization: The Result                                         ...
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                ...
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                                                   ...
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                                                   ...
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 wi...
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                ...
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...
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 fo...
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 fro...
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 re...
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 capitalizes ...
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 automatic...
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                ...
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 I...
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 I...
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 I...
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                ...
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? Starting Point:                       ...
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            ...
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:                                ...
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                               Recap                 The Sales Fu...
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              ...
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              ...
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              ...
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Inbound Marketing for Remodelers

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Inbound marketing is essential for all remodelers that want to grow their business. Marketing has changed and it's time to start attracting leads and customers from your website.

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Inbound Marketing for Remodelers

  1. 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 sEffective Marketing for Builders and Remodelers Brian Halligan Wes Powell Spencer Powell CEO, Hubspot President, TMR Direct New Media Manager, TMR @bhalligan @tmrdirect Direct @spowell24 Tweet Questions/Comments to #buildermarketingMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  2. 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. Inbound and Outbound marketing strategies3. Turn your website into a lead generation machine4. Calculate the number of leads you need to grow your business5. How to get those leads6. The marketing “persona” of your customer7. Position yourself as a “trusted advisor” and close more deals Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  3. 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 sHow MarketingHas ChangedMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  4. 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 Inbound Outbound Marketing MarketingMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  5. 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 The Fundamental Shift in Marketing: a result of a fundamental shift in how people gather information and shop 1. Do a Search on a Search Engine 2. Search and read blogs 3. Social MediasphereMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  6. 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 Social Media, Websites and Success 1. Blogging: building trust and establishing expectations 2. Social Media: used to generate referral sales 3. Optimization: optimize your web presence to generate leads and improve resultsMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  7. 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 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
  8. 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 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
  9. 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 Blogs and Blogging: What’s a Blog?Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  10. 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 s What’s a Blogging Strategy? Three Components 1. Developing Your Marketing Persona 2. Addressing the Needs/Wants/Desires of your persona 3. Optimizing your articles for search enginesMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  11. 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 Develop Your Marketing Persona Who is your ideal customer? Perfect Customer How old are they? 35-60 Male or Female? Female Married? No Buying or Shopping Does lots of Tendencies? researchMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  12. 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 sAddressing the Needs/Wants/Desires of your PersonaMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  13. 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 Optimizing your articles for search enginesMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  14. 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 Become a Trusted Advisor Blogging for Business Key Take-away No. 1 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
  15. 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 s What Makes Content “Great”? Remember: The Power Has Moved to the Consumer The consumer determines what great content is. •It speaks to their needs (not yours) •It has value (it’s helpful) •It’s engaging (not monologue)Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  16. 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 Blogging for Business: Key Take-away No. 2Use Blogging to help “frame” the expectations of the consumer.Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  17. 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 Blogging for Business Key Take-away No. 3 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
  18. 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 sSocial Media WebsiteMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  19. 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 sSocial MediaMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  20. 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 sSocial MediaMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  21. 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 sOptimization Page Title URL H1 Tag Body TextMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  22. 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 sOptimization: The Result 719.636.1303 | www.TMRdirect.com
  23. 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 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
  24. 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 Conversion Create Compelling OffersMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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 emails (automatically) that contain additional offers and downloads 4. Prospect capitalizes on 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
  29. 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 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
  30. 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 sEmail Nurturing to Improve Sales Step 2: Capture information from formMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  31. 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 s Email Nurturing to Improve Sales Step 3: Prospect begins to receive a series of emails (automatically) that contain additional offers and downloadsMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  32. 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 s Email Nurturing to Improve Sales Step 4: Prospect capitalizes on a second offerMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  33. 33. 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 Step 6: Salesman calls the prospect (who is now a warm lead)Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  34. 34. 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
  35. 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 Return on Investment (ROI) AnalyticsMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  36. 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 s Return on Investment (ROI) AnalyticsMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  37. 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 s Return on Investment (ROI) AnalyticsMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  38. 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 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
  39. 39. 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? Starting Point: $2M in Sales Goal for 2011: $3M in Sales Need: $1M additional revenue Average Job Size: $50,000Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  40. 40. 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
  41. 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 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
  42. 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 s Recap The Sales Funnel – Generating Leads •Generate qualified traffic (through Blogging, Social Media, and SEO) •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
  43. 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 sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  44. 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 sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
  45. 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 sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com

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