Creating an effective inbound marketing plan for builders and remodelers v3

1. Creating an Effective Inbound Marketing
Plan for Builders & Remodelers
Spencer Powell
Inbound Marketing Director
@spowell24
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Agenda
1. Stages of the Marketing Funnel
2. Identify Where Your Website Stands Today for
Traffic and Leads
3. Establish Your Marketing & Sales Goals
4. Build a Marketing Activity Plan

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Top of the Funnel (TOFU)
Middle of the Funnel (MOFU)
Bottom of the Funnel (BOFU)
Stages of the Marketing Funnel

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Top of the Funnel Content
•Design Trends/Ideas
•General Cost and Price
•How to Find a Reputable Contractor
•Photos
•DIY vs. Working with a Contractor
*Lead is most likely not ready to talk

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Middle of the Funnel Content
•How long does a project take?
•Specific Cost Questions
•Process Questions
•How do you help turn their vision into
reality?
*Lead is ready to talk

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Bottom of the Funnel Content
•After I sign…what is the next step?
•Can I talk to references?
•Why are you priced higher/lower?
*Lead is ready to buy

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Where is Your Website Today?
Traffic – How many visitors?
Leads – How many form submissions?
Customers – How much closed business?

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Where is Your Website Today? Example
Traffic – 453 visitors per month
Leads – 2 leads per month (conversion rate of 0.5%)
Customers – Not sure

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Establish Your Marketing & Sales Goals
$750,000In new business (on top of your current revenue)

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Calculating the Traffic and Leads You Need to Reach Your Goals

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Calculating the Traffic and Leads You Need to Reach Your Goals
Revenue
Goal:
$750,000/yr
or
$62,500 /mo

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Calculating the Traffic and Leads You Need to Reach Your Goals
Source of
Revenue

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Calculating the Traffic and Leads You Need to Reach Your Goals
Avg. Job Size

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Calculating the Traffic and Leads You Need to Reach Your Goals
Close Rate

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Calculating the Traffic and Leads You Need to Reach Your Goals
Goal

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Calculating the Traffic and Leads You Need to Reach Your Goals
Current
Conversion
Rate

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Calculating the Traffic and Leads You Need to Reach Your Goals

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Calculating the Traffic and Leads You Need to Reach Your Goals
Monthly
Traffic
Needed

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So, to reach our goals…
Looking to grow by $750,000
Calculated we need to go from…
Monthly
453 Visits
2 Leads
? For Customers
TO
Monthly
4,167 Visits
42 Leads
1.3 Additional Customers

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Build a Marketing Activity Plan – Step 1
= More Traffic
Blogging SEO Social Media++

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Build a Marketing Activity Plan – Step 2
= More Leads
Offer Development CTAs Landing Pages++

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Build a Marketing Activity Plan – Step 2
= More Customers
Email Nurturing MOFU Offer Sales Process++

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Month 1 (Sept 2010):
Traffic: 653
Organic: 40
Leads: 3
Month 3 (Nov 2010):
Traffic: 1,082
Organic: 111
Leads: 5
Month 12 (Aug 2011):
Traffic: 1,109
Organic: 400
Leads: 12
Month 18 (Feb 2012):
Traffic: 1,614
Organic: 600
Leads: 24
Real Websites and Results

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Month 1 (Sept 2011):
Traffic: 3,816
Organic: 558
Leads: 11
Month 4 (Dec 2011):
Traffic: 6,866
Organic: 1,255
Leads: 112
Month 8 (April 2012):
Traffic: 7,080
Organic: 1,423
Leads: 93
Month 12 (Aug 2012):
Traffic: 13,556
Organic: 2,429
Leads: 276
Real Websites and Results

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Month 1 (Aug 2010):
Traffic: 594
Organic: 126
Leads: 8
After 1 full year (August 2011)
Traffic: 1,371
Organic: 481
Leads: 14
After 2 full years (August 2012)
Traffic: 2,172
Organic: 998
Leads: 40
After 3 full years (Sept 2013)
Traffic: 5,728
Organic: 2,764
Leads: 95
Real Websites and Results

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Build a Marketing Activity Plan – How Much of These Activities?
Monthly
453 Visits to 4,167 (820% increase)
2 Leads to 42 (2,000% increase)
? For Customers to 1.3
Based on our experience:
•8 Blogs per month (optimized)
•Active Social Presence
•2-3 emails per month
•Automated email nurturing campaigns
•6-8 offers per year (with corresponding CTAs and Landing Pages)
•Sales process diligently followed

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The More Activity, the Faster this Goes

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Questions?
Get Started with Inbound Marketing
marketing.tmrdirect.com/IMA
Spencer Powell
Inbound Marketing Director
@spowell24
spowell@tmrdirect.com