Inbound Marketing 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 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
#buildermarketing

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. How marketing has changed for builders and remodelers

2. Inbound and Outbound marketing strategies

3. Turn your website into a lead generation machine

4. Calculate the number of leads you need to grow your business

5. How to get those leads

6. The marketing “persona” of your customer

7. Position yourself as a “trusted advisor” and close more deals



How Marketing
Has Changed



Inbound Outbound
Marketing Marketing



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 Mediasphere



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 results



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



Blogs and Blogging: What’s a Blog?



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 engines



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? research



Addressing the Needs/Wants/Desires of your Persona



Optimizing your articles for search engines



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.



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)



Blogging for Business: Key Take-away No. 2
Use Blogging to help “frame” the expectations of the consumer.



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.



Social Media

Website



Social Media



Optimization Page Title
URL

H1 Tag

Body Text



Optimization: The Result

719.636.1303 | www.TMRdirect.com


Conversion
Create Compelling
Offers



Conversion Convert with Landing
Pages



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)



Step 1: Visitor fills out a form on your website or blog



Step 2: Capture information from form



Step 3: Prospect begins to receive a series of emails
(automatically) that contain additional offers and downloads



Step 4: Prospect capitalizes on a second offer



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

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



Return on Investment (ROI)
Analytics



How Big Do You Want To Be?
Starting Point: $2M in Sales

Goal for 2011: $3M in Sales

Need: $1M additional revenue

Average Job Size: $50,000



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?



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 Team


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