Delivering Measurable Results<br />Effective Marketing for Builders and Remodelers<br />Brian Halligan<br />CEO, Hubspot<b...
Agenda<br />Delivering Measurable Results<br />Industry Statistics (from participants of this webinar)<br />How marketing ...
Statistics<br />Delivering Measurable Results<br />Here’s Looking at You! <br />Your Website Grade (from 1-100)<br /><ul><...
19% Scored Less than 25
40% Scored Less than 50
88% Scored Less than 90
15% had a blog connected to their website</li></ul>Marketing Techniques to Increase Response & Revenue<br />719.636.1303| ...
Statistics<br />Delivering Measurable Results<br />If you’d like to know what your score was, <br />please leave your name...
Delivering Measurable Results<br />Marketing is Changinghas changed<br />Marketing Techniques to Increase Response & Reven...
Delivering Measurable Results<br />Traditional Marketing = Outbound<br />Marketing Techniques to Increase Response & Reven...
Delivering Measurable Results<br />Outbound Marketing is Broken<br />Marketing Techniques to Increase Response & Revenue<b...
Delivering Measurable Results<br />So … what’s INBOUND marketing?<br />Marketing Techniques to Increase Response & Revenue...
Delivering Measurable Results<br />Inbound Gives Leverage<br />Marketing Techniques to Increase Response & Revenue<br />71...
Delivering Measurable Results<br />Inbound Is Cheaper<br />Marketing Techniques to Increase Response & Revenue<br />719.63...
Delivering Measurable Results<br />Inbound<br />Marketing<br />Outbound<br />Marketing<br />Marketing Techniques to Increa...
Delivering Measurable Results<br />Turn Your Website in to a Lead Generation Machine<br />Recipe for Success Online<br />T...
Delivering Measurable Results<br />Traffic<br />How do you get more traffic?<br />Create Remarkable Content<br />Blogging ...
Delivering Measurable Results<br />Blogs and Blogging: What’s a Blog?<br />Marketing Techniques to Increase Response & Rev...
Delivering Measurable Results<br />3 Components of a Blogging Strategy<br />Develop Your Marketing Persona<br />Determine ...
Delivering Measurable Results<br />Develop Your Marketing Persona<br />Your marketing persona should be a reflection of yo...
Delivering Measurable Results<br />Addressing Your Customer’s Needs/Wants/Desires<br />Marketing Techniques to Increase Re...
Delivering Measurable Results<br />Become a Trusted Advisor<br />Blogging is not a way to directly advertise <br />your ho...
Delivering Measurable Results<br />Become a Trusted Advisor<br />Marketing Techniques to Increase Response & Revenue<br />...
Delivering Measurable Results<br />Become a Trusted Advisor<br />Marketing Techniques to Increase Response & Revenue<br />...
Delivering Measurable Results<br />“Frame” your customers’ expectations<br />Marketing Techniques to Increase Response & R...
Delivering Measurable Results<br />“Frame” your customers’ expectations<br />Marketing Techniques to Increase Response & R...
Delivering Measurable Results<br />Blogging for Business<br />Your blog needs to be connected to your website and optimize...
Delivering Measurable Results<br />Connecting Your Blog to Your Website<br />or<br />http://blog.powellrenovations.com<br ...
Delivering Measurable Results<br />Optimizing your articles for search engines<br />Marketing Techniques to Increase Respo...
Delivering Measurable Results<br />Traffic<br />How do you get more traffic?<br />Create Remarkable Content<br />Blogging ...
Delivering Measurable Results<br />Social Media<br />Website<br />Marketing Techniques to Increase Response & Revenue<br /...
Delivering Measurable Results<br />Social Media<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303...
Delivering Measurable Results<br />Social Media<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303...
Delivering Measurable Results<br />Traffic<br />How do you get more traffic?<br />Create Remarkable Content<br />Blogging ...
Delivering Measurable Results<br />Search Engine Optimization<br />Page Title<br />URL<br />H1 Tag<br />Body Text<br />Mar...
Delivering Measurable Results<br />SEO: The Result<br />719.636.1303|   www.TMRdirect.com<br />
Delivering Measurable Results<br />Traffic<br />How do you get more traffic?<br />Create Remarkable Content<br />Blogging ...
Delivering Measurable Results<br />Turn Your Website in to a Lead Generation Machine<br />Recipe for Success Online<br />T...
Delivering Measurable Results<br />Conversion<br />Create Compelling Offers<br />Marketing Techniques to Increase Response...
Delivering Measurable Results<br />Conversion<br />Create Compelling Offers<br />Marketing Techniques to Increase Response...
Delivering Measurable Results<br />Conversion<br />Convert with Landing Pages<br />Marketing Techniques to Increase Respon...
Delivering Measurable Results<br />Turn Your Website in to a Lead Generation Machine<br />Recipe for Success Online<br />T...
Delivering Measurable Results<br />Email Nurturing to Improve Sales<br />The Process<br />Visitor fills out a form on your...
Delivering Measurable Results<br />Email Nurturing to Improve Sales<br />Step 1:  Visitor fills out a form on your website...
Delivering Measurable Results<br />Email Nurturing to Improve Sales<br />Step 2:  Capture information from form<br />Marke...
Delivering Measurable Results<br />Email Nurturing to Improve Sales<br />Step 3: Prospect begins to receive an automatic s...
Delivering Measurable Results<br />Email Nurturing to Improve Sales<br />Step 4: Prospect takes advantage of a second offe...
Delivering Measurable Results<br />Email Nurturing to Improve Sales<br />Step 5: Prospect is automatically removed from th...
Delivering Measurable Results<br />Turn Your Website in to a Lead Generation Machine<br />Recipe for Success Online<br />T...
Delivering Measurable Results<br />Return on Investment (ROI)<br />Analytics<br />Increasing Traffic Over Time<br />Market...
Delivering Measurable Results<br />Return on Investment (ROI)<br />Analytics<br />Increasing  Organic Traffic Over Time<br...
Delivering Measurable Results<br />Return on Investment (ROI)<br />Analytics<br />Marketing Techniques to Increase Respons...
Delivering Measurable Results<br />Turn Your Website in to a Lead Generation Machine<br />Recipe for Success Online<br />T...
Delivering Measurable Results<br />How Big Do You Want To Be?<br />And what do you need to do to get there?<br />Remodeler...
Delivering Measurable Results<br />How Big Do You Want To Be?<br />Calculation:<br />$1M / $50,000			Need: 20 additional j...
Delivering Measurable Results<br />How Big Do You Want To Be?<br />Leads:			400		400		400		400<br />Conversion Rate:	0%		1...
Delivering Measurable Results<br />The Sales Funnel – Generating Leads<br />Generate qualified traffic <br />(thru PPC, SE...
Delivering Measurable Results<br />What were you hoping to <br />get out of this webinar?<br />Marketing Techniques to Inc...
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Marketing for Builders and Remodelers

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Marketing for Builders and Remodelers

  1. 1. Delivering Measurable Results<br />Effective Marketing for Builders and Remodelers<br />Brian Halligan<br />CEO, Hubspot<br />@bhalligan <br />Wes Powell<br />President, TMR Direct<br />@tmrdirect <br />Spencer Powell<br />New Media Manager, TMR Direct<br />@spowell24 <br />Questions/Comments – <br />Chat Panel on the Right <br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  2. 2. Agenda<br />Delivering Measurable Results<br />Industry Statistics (from participants of this webinar)<br />How marketing has changed for builders and remodelers<br />Turn your website into a lead generation machine<br />Your marketing “persona” and your customer<br />Position yourself as a “trusted advisor” and close more deals<br />Calculate the number of leads you need to grow your business<br />How to get those leads<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  3. 3. Statistics<br />Delivering Measurable Results<br />Here’s Looking at You! <br />Your Website Grade (from 1-100)<br /><ul><li>11% Did not have a website
  4. 4. 19% Scored Less than 25
  5. 5. 40% Scored Less than 50
  6. 6. 88% Scored Less than 90
  7. 7. 15% had a blog connected to their website</li></ul>Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  8. 8. Statistics<br />Delivering Measurable Results<br />If you’d like to know what your score was, <br />please leave your name and number in the <br />chat panel and we’ll give you a call<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  9. 9. Delivering Measurable Results<br />Marketing is Changinghas changed<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  10. 10. Delivering Measurable Results<br />Traditional Marketing = Outbound<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  11. 11. Delivering Measurable Results<br />Outbound Marketing is Broken<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  12. 12. Delivering Measurable Results<br />So … what’s INBOUND marketing?<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  13. 13. Delivering Measurable Results<br />Inbound Gives Leverage<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  14. 14. Delivering Measurable Results<br />Inbound Is Cheaper<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  15. 15. Delivering Measurable Results<br />Inbound<br />Marketing<br />Outbound<br />Marketing<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  16. 16. Delivering Measurable Results<br />Turn Your Website in to a Lead Generation Machine<br />Recipe for Success Online<br />Traffic + Conversion + Nurturing = Sales/ROI<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  17. 17. Delivering Measurable Results<br />Traffic<br />How do you get more traffic?<br />Create Remarkable Content<br />Blogging + Social Media + Search Engine Optimization (SEO) = Traffic<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  18. 18. Delivering Measurable Results<br />Blogs and Blogging: What’s a Blog?<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  19. 19. Delivering Measurable Results<br />3 Components of a Blogging Strategy<br />Develop Your Marketing Persona<br />Determine Your Blog’s Purpose<br />a. Address your customer’s needs/wants/desires<br />b. Establish yourself as a trusted advisor<br />c. Set customer expectations<br />Optimize your articles for search engines<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  20. 20. Delivering Measurable Results<br />Develop Your Marketing Persona<br />Your marketing persona should be a reflection of your ideal customer<br />Annual Income: $65,000<br />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.<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  21. 21. Delivering Measurable Results<br />Addressing Your Customer’s Needs/Wants/Desires<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  22. 22. Delivering Measurable Results<br />Become a Trusted Advisor<br />Blogging is not a way to directly advertise <br />your home building or remodeling business; <br />it is a way to position you and your company <br />as a trusted advisor to the consumer.<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  23. 23. Delivering Measurable Results<br />Become a Trusted Advisor<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  24. 24. Delivering Measurable Results<br />Become a Trusted Advisor<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  25. 25. Delivering Measurable Results<br />“Frame” your customers’ expectations<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  26. 26. Delivering Measurable Results<br />“Frame” your customers’ expectations<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  27. 27. Delivering Measurable Results<br />Blogging for Business<br />Your blog needs to be connected to your website and optimized to have the biggest impact on your website’s SEO.<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  28. 28. Delivering Measurable Results<br />Connecting Your Blog to Your Website<br />or<br />http://blog.powellrenovations.com<br />or<br />http://www.powellrenovations.com/blog<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  29. 29. Delivering Measurable Results<br />Optimizing your articles for search engines<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  30. 30. Delivering Measurable Results<br />Traffic<br />How do you get more traffic?<br />Create Remarkable Content<br />Blogging + Social Media + Search Engine Optimization (SEO) = Traffic<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  31. 31. Delivering Measurable Results<br />Social Media<br />Website<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  32. 32. Delivering Measurable Results<br />Social Media<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  33. 33. Delivering Measurable Results<br />Social Media<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  34. 34. Delivering Measurable Results<br />Traffic<br />How do you get more traffic?<br />Create Remarkable Content<br />Blogging + Social Media + Search Engine Optimization (SEO) = Traffic<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  35. 35. Delivering Measurable Results<br />Search Engine Optimization<br />Page Title<br />URL<br />H1 Tag<br />Body Text<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  36. 36. Delivering Measurable Results<br />SEO: The Result<br />719.636.1303| www.TMRdirect.com<br />
  37. 37. Delivering Measurable Results<br />Traffic<br />How do you get more traffic?<br />Create Remarkable Content<br />Blogging + Social Media + Search Engine Optimization (SEO) = Traffic<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  38. 38. Delivering Measurable Results<br />Turn Your Website in to a Lead Generation Machine<br />Recipe for Success Online<br />Traffic + Conversion + Nurturing = Sales/ROI<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  39. 39. Delivering Measurable Results<br />Conversion<br />Create Compelling Offers<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  40. 40. Delivering Measurable Results<br />Conversion<br />Create Compelling Offers<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  41. 41. Delivering Measurable Results<br />Conversion<br />Convert with Landing Pages<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  42. 42. Delivering Measurable Results<br />Turn Your Website in to a Lead Generation Machine<br />Recipe for Success Online<br />Traffic + Conversion + Nurturing = Sales/ROI<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  43. 43. Delivering Measurable Results<br />Email Nurturing to Improve Sales<br />The Process<br />Visitor fills out a form on your website or blog<br />Capture information from form<br />Prospect begins to receive a series of automatic emails that contain additional offers and downloads<br />Prospect takes advantage of a second offer<br />Prospect is automatically removed from the email campaign<br />Salesman calls the prospect (who is now a warm lead)<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  44. 44. Delivering Measurable Results<br />Email Nurturing to Improve Sales<br />Step 1: Visitor fills out a form on your website or blog<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  45. 45. Delivering Measurable Results<br />Email Nurturing to Improve Sales<br />Step 2: Capture information from form<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  46. 46. Delivering Measurable Results<br />Email Nurturing to Improve Sales<br />Step 3: Prospect begins to receive an automatic series of emails that contain additional offers and downloads<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  47. 47. Delivering Measurable Results<br />Email Nurturing to Improve Sales<br />Step 4: Prospect takes advantage of a second offer<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  48. 48. Delivering Measurable Results<br />Email Nurturing to Improve Sales<br />Step 5: Prospect is automatically removed from the email nurturing campaign<br />Step 6: Salesman calls the prospect (who is now a warm lead)<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  49. 49. Delivering Measurable Results<br />Turn Your Website in to a Lead Generation Machine<br />Recipe for Success Online<br />Traffic + Conversion + Nurturing = Sales/ROI<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  50. 50. Delivering Measurable Results<br />Return on Investment (ROI)<br />Analytics<br />Increasing Traffic Over Time<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  51. 51. Delivering Measurable Results<br />Return on Investment (ROI)<br />Analytics<br />Increasing Organic Traffic Over Time<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  52. 52. Delivering Measurable Results<br />Return on Investment (ROI)<br />Analytics<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  53. 53. Delivering Measurable Results<br />Turn Your Website in to a Lead Generation Machine<br />Recipe for Success Online<br />Traffic + Conversion + Nurturing = Sales/ROI<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  54. 54. Delivering Measurable Results<br />How Big Do You Want To Be?<br />And what do you need to do to get there?<br />Remodeler<br />Starting Point: $2M in Sales<br />Goal for 2011: $3M in Sales<br />Need: $1M additional revenue<br />Average Job Size: $50,000<br />Custom Home Builder<br />Starting Point: $4M in Sales<br />Goal for 2011: $6M in Sales<br />Need: $2M additional revenue<br />Average Job Size: $250,000<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  55. 55. Delivering Measurable Results<br />How Big Do You Want To Be?<br />Calculation:<br />$1M / $50,000 Need: 20 additional jobs<br />Closing Rate on Appointments 25%<br />20 / 25% = 80 Appointments needed<br />Leads needed to <br />set 1 appointment: 5 Leads needed<br />80 x 5 = 400 Additional Leads needed<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  56. 56. Delivering Measurable Results<br />How Big Do You Want To Be?<br />Leads: 400 400 400 400<br />Conversion Rate: 0% 1% 3% 5%<br />Annual Traffic: Infinite 40,000 13,333 8,000<br />Monthly Traffic: Infinite 3,333 1,111 667<br />Most websites convert LESS than 1% of their traffic.<br />What is your conversion rate?<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  57. 57. Delivering Measurable Results<br />The Sales Funnel – Generating Leads<br />Generate qualified traffic <br />(thru PPC, SEO, Blogging, Social Media)<br />Insert Calls To Action on WebPages<br />Make Relevant Offers of Additional Content<br />Convert Traffic to Leads on Landing Pages<br />Nurture Leads through email drip<br />Move Warm Leads to Sales Team<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  58. 58. Delivering Measurable Results<br />What were you hoping to <br />get out of this webinar?<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  59. 59. Delivering Measurable Results<br />Write down 3 things you can take away from <br />this webinar and implement right now<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  60. 60. Delivering Measurable Results<br />If you’d like to talk to Wes or Spencer, <br />please leave your name and phone <br />number in the chat panel.<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  61. 61. Delivering Measurable Results<br />Thank you!<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />
  62. 62. Delivering Measurable Results<br />Questions<br />Brian Halligan<br />CEO, Hubspot<br />@bhalligan <br />Wes Powell<br />President, TMR Direct<br />wpowell@tmrdirect.com<br />719-440-1395<br />Spencer Powell<br />New Media Manager, TMR Direct<br />spowell@tmrdirect.com<br />719-660-5731<br />Marketing Techniques to Increase Response & Revenue<br />719.636.1303| www.TMRdirect.com<br />

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