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Marketing for Builders and Remodelers
This document summarizes a webinar on delivering measurable results through effective marketing for builders and remodelers. The webinar covers how marketing has changed and the need to adopt inbound marketing techniques. It discusses how to turn a website into a lead generation machine through traffic, conversion, and nurturing leads. Specific tactics covered include blogging, social media, search engine optimization, creating compelling offers and landing pages, and using email nurturing to improve sales. Statistics are also presented on the state of websites for builders and remodelers.
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Marketing for Builders and Remodelers
- 1. Delivering Measurable ResultsEffectiveMarketing for Builders and RemodelersBrian HalliganCEO, Hubspot@bhalligan Wes PowellPresident, TMR Direct@tmrdirect Spencer PowellNew Media Manager, TMR Direct@spowell24 Questions/Comments – Chat Panel on the Right Marketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 2. AgendaDelivering Measurable ResultsIndustryStatistics (from participants of this webinar)How marketing has changed for builders and remodelersTurn your website into a lead generation machineYour marketing “persona” and your customerPosition yourself as a “trusted advisor” and close more dealsCalculate the number of leads you need to grow your businessHow to get those leadsMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 3. StatisticsDelivering Measurable ResultsHere’sLooking at You! Your Website Grade (from 1-100)11% Did not have a website
- 4. 19% Scored Lessthan 25
- 5. 40% Scored Lessthan 50
- 6. 88% Scored Lessthan 90
- 7. 15% had ablog connected to their websiteMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 8. StatisticsDelivering Measurable ResultsIfyou’d like to know what your score was, please leave your name and number in the chat panel and we’ll give you a callMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 9. Delivering Measurable ResultsMarketingis Changinghas changedMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 10. Delivering Measurable ResultsTraditionalMarketing = OutboundMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 11. Delivering Measurable ResultsOutboundMarketing is BrokenMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 12. Delivering Measurable ResultsSo… what’s INBOUND marketing?Marketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 13. Delivering Measurable ResultsInboundGives LeverageMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 14. Delivering Measurable ResultsInboundIs CheaperMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 15. Delivering Measurable ResultsInboundMarketingOutboundMarketingMarketingTechniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 16. Delivering Measurable ResultsTurnYour Website in to a Lead Generation MachineRecipe for Success OnlineTraffic + Conversion + Nurturing = Sales/ROIMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 17. Delivering Measurable ResultsTrafficHowdo you get more traffic?Create Remarkable ContentBlogging + Social Media + Search Engine Optimization (SEO) = TrafficMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 18. Delivering Measurable ResultsBlogsand Blogging: What’s a Blog?Marketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 19. Delivering Measurable Results3Components of a Blogging StrategyDevelop Your Marketing PersonaDetermine Your Blog’s Purposea. Address your customer’s needs/wants/desiresb. Establish yourself as a trusted advisorc. Set customer expectationsOptimize your articles for search enginesMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 20. Delivering Measurable ResultsDevelopYour Marketing PersonaYour marketing persona should be a reflection of your ideal customerAnnual Income: $65,000Matt 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 & Revenue719.636.1303| www.TMRdirect.com
- 21. Delivering Measurable ResultsAddressingYour Customer’s Needs/Wants/DesiresMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 22. Delivering Measurable ResultsBecomea Trusted AdvisorBlogging 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 & Revenue719.636.1303| www.TMRdirect.com
- 23. Delivering Measurable ResultsBecomea Trusted AdvisorMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 24. Delivering Measurable ResultsBecomea Trusted AdvisorMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 25. Delivering Measurable Results“Frame”your customers’ expectationsMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 26. Delivering Measurable Results“Frame”your customers’ expectationsMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 27. Delivering Measurable ResultsBloggingfor BusinessYour 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 & Revenue719.636.1303| www.TMRdirect.com
- 28. Delivering Measurable ResultsConnectingYour Blog to Your Websiteorhttp://blog.powellrenovations.comorhttp://www.powellrenovations.com/blogMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 29. Delivering Measurable ResultsOptimizingyour articles for search enginesMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 30. Delivering Measurable ResultsTrafficHowdo you get more traffic?Create Remarkable ContentBlogging + Social Media + Search Engine Optimization (SEO) = TrafficMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 31. Delivering Measurable ResultsSocialMediaWebsiteMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 32. Delivering Measurable ResultsSocialMediaMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 33. Delivering Measurable ResultsSocialMediaMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 34. Delivering Measurable ResultsTrafficHowdo you get more traffic?Create Remarkable ContentBlogging + Social Media + Search Engine Optimization (SEO) = TrafficMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 35. Delivering Measurable ResultsSearchEngine OptimizationPage TitleURLH1 TagBody TextMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 36. Delivering Measurable ResultsSEO:The Result719.636.1303| www.TMRdirect.com
- 37. Delivering Measurable ResultsTrafficHowdo you get more traffic?Create Remarkable ContentBlogging + Social Media + Search Engine Optimization (SEO) = TrafficMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 38. Delivering Measurable ResultsTurnYour Website in to a Lead Generation MachineRecipe for Success OnlineTraffic + Conversion + Nurturing = Sales/ROIMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 39. Delivering Measurable ResultsConversionCreateCompelling OffersMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 40. Delivering Measurable ResultsConversionCreateCompelling OffersMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 41. Delivering Measurable ResultsConversionConvertwith Landing PagesMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 42. Delivering Measurable ResultsTurnYour Website in to a Lead Generation MachineRecipe for Success OnlineTraffic + Conversion + Nurturing = Sales/ROIMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 43. Delivering Measurable ResultsEmailNurturing to Improve SalesThe ProcessVisitor fills out a form on your website or blogCapture information from formProspect begins to receive a series of automatic emails that contain additional offers and downloadsProspect takes advantage of a second offerProspect is automatically removed from the email campaignSalesman calls the prospect (who is now a warm lead)Marketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 44. Delivering Measurable ResultsEmailNurturing to Improve SalesStep 1: Visitor fills out a form on your website or blogMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 45. Delivering Measurable ResultsEmailNurturing to Improve SalesStep 2: Capture information from formMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 46. Delivering Measurable ResultsEmailNurturing to Improve SalesStep 3: Prospect begins to receive an automatic series of emails that contain additional offers and downloadsMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 47. Delivering Measurable ResultsEmailNurturing to Improve SalesStep 4: Prospect takes advantage of a second offerMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 48. Delivering Measurable ResultsEmailNurturing to Improve SalesStep 5: Prospect is automatically removed from the email nurturing campaignStep 6: Salesman calls the prospect (who is now a warm lead)Marketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 49. Delivering Measurable ResultsTurnYour Website in to a Lead Generation MachineRecipe for Success OnlineTraffic + Conversion + Nurturing = Sales/ROIMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 50. Delivering Measurable ResultsReturnon Investment (ROI)AnalyticsIncreasing Traffic Over TimeMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 51. Delivering Measurable ResultsReturnon Investment (ROI)AnalyticsIncreasing Organic Traffic Over TimeMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 52. Delivering Measurable ResultsReturnon Investment (ROI)AnalyticsMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 53. Delivering Measurable ResultsTurnYour Website in to a Lead Generation MachineRecipe for Success OnlineTraffic + Conversion + Nurturing = Sales/ROIMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 54. Delivering Measurable ResultsHowBig Do You Want To Be?And what do you need to do to get there?RemodelerStarting Point: $2M in SalesGoal for 2011: $3M in SalesNeed: $1M additional revenueAverage Job Size: $50,000Custom Home BuilderStarting Point: $4M in SalesGoal for 2011: $6M in SalesNeed: $2M additional revenueAverage Job Size: $250,000Marketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 55. Delivering Measurable ResultsHowBig Do You Want To Be?Calculation:$1M / $50,000 Need: 20 additional jobsClosing Rate on Appointments 25%20 / 25% = 80 Appointments neededLeads needed to set 1 appointment: 5 Leads needed80 x 5 = 400 Additional Leads neededMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 56. Delivering Measurable ResultsHowBig 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 667Most websites convert LESS than 1% of their traffic.What is your conversion rate?Marketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 57. Delivering Measurable ResultsTheSales Funnel – Generating LeadsGenerate qualified traffic (thru PPC, SEO, Blogging, Social Media)Insert Calls To Action on WebPagesMake Relevant Offers of Additional ContentConvert Traffic to Leads on Landing PagesNurture Leads through email dripMove Warm Leads to Sales TeamMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 58. Delivering Measurable ResultsWhatwere you hoping to get out of this webinar?Marketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 59. Delivering Measurable ResultsWritedown 3 things you can take away from this webinar and implement right nowMarketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 60. Delivering Measurable ResultsIfyou’d like to talk to Wes or Spencer, please leave your name and phone number in the chat panel.Marketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 61. Delivering Measurable ResultsThankyou!Marketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com
- 62. Delivering Measurable ResultsQuestionsBrianHalliganCEO, Hubspot@bhalligan Wes PowellPresident, TMR Directwpowell@tmrdirect.com719-440-1395Spencer PowellNew Media Manager, TMR Directspowell@tmrdirect.com719-660-5731Marketing Techniques to Increase Response & Revenue719.636.1303| www.TMRdirect.com