Blogging for Remodelers

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 Blogging for Builders and Remodelers

Mike Smith Wes Powell Spencer Powell
Owner, WordSmith President, TMR Direct New Media Manager, TMR
michael@mikewordsmith.co wpowell@tmrdirect.com Direct
m spowell@tmrdirect.com

Questions/Comments –
Chat Panel on the Right

Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com

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 s

1. Industry Statistics (from participants of this webinar)

2. How marketing has changed for builders and remodelers

3. Blogging: What it is (and isn’t)

4. How blogging can position you as a “trusted advisor” and close
more deals

5. Why blogging alone isn’t enough

6. Integrating blogs into the rest of your marketing strategy


Statistics 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

Here’s Looking at You!
Your Website Grade (from 1-100)
•11% Did not have a website

•19% Scored Less than 25



•15% had a blog connected to their website


Statistics 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

If you’d like to know what your individual score
was, please leave your name and number in the
chat panel and we’ll give you a call



Marketing is Changing
has changed



Traditional Marketing = Outbound



Outbound Marketing is Broken



So … what’s INBOUND marketing?



Inbound Gives Leverage



Inbound Is Cheaper



Inbound Outbound
Marketing Marketing



Turn Your Website in to a Lead Generation Machine

Recipe for Success Online
Traffic + Conversion + Nurturing = Sales/ROI



Traffic
How do you get more traffic?
Create Remarkable Content

Blogging + Social Media + Search Engine
Optimization (SEO) = Traffic



What is a blog? (And why should you care?)

Regular communication of
helpful information from a
trusted, knowledgeable
source that helps
empower the reader to
make a good decision
about what he or she
wants to do.



What a business blog is NOT

A business blog is
NOT:
•A soapbox for
spouting personal
opinions

•A forum to deliver a
monologue or
“sermon”

•A platform for selling
your goods or services


What a Blog is

Content to come



Why Do People Read Blogs?
(Especially Business Blogs)

The way people do
business has
changed.
Even if they purchase
in person, they do their
research and shopping
online first. They look
for
helpful, impartial, trustw
orthy information (not a
sales pitch) before they
make their decision.


Develop Your Marketing Persona
Your marketing persona should be a reflection of your ideal
customer



How Can You Become a Trusted Advisor?
Give readers helpful answers to the questions they are
asking (not a sales pitch you think they need).



Addressing Your Customer’s Needs/Wants/Desires



“Frame” your customers’ expectations



Blogging for Business

Your blog needs to be connected to your
website and optimized to have the biggest
impact on your website’s SEO.



Connecting Your Blog to Your Website

or

http://blog.powellrenovations.com

or

http://www.powellrenovations.com/blog



How Can You Get our Blog Read?
Optimize your articles for search engines



Getting Started

Create a Plan:
How often (probably 1x week)
Create an “editorial plan” (choose topics and assign
dates to them. FAQs are a great source of ideas)
How long should your blogs be? (300+ words)
Be creative but be yourself (believable)
Use images

Create Remarkable Content



Social Media

Website



Social Media



Search Engine Optimization
Page Title URL

H1 Tag

Body Text



SEO: The Result

719.636.1303 | www.TMRdirect.com


Conversion
Create Compelling
Offers



Conversion Convert with Landing
Pages



Email Nurturing to Improve Sales
Step 1: Visitor fills out a form on your website or blog



Step 2: Capture information from form



Step 3: Prospect begins to receive an automatic series of
emails that contain additional offers and downloads



Step 4: Prospect takes advantage of a second offer



Step 5: Prospect is automatically removed from the email
nurturing campaign

Step 6: Salesman calls the prospect (who is now a warmer lead)



Return on Investment (ROI)
Analytics



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



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



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?



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



What were you hoping to
get out of this webinar?



Write down 3 things you can take away from
this webinar and implement right now



If you’d like to talk to Mike, Wes or Spencer,
please leave your name and phone
number in the chat panel.



Thank you!



Questions?

Mike Smith Wes Powell Spencer Powell
Owner, WordSmith President, TMR Direct New Media Manager, TMR
michael@mikewordsmith.co wpowell@tmrdirect.com Direct
m spowell@tmrdirect.com

Questions/Comments –
Chat Panel on the Right


Blogging for Remodelers

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