Have you wondered why some businesses get better results from their digital marketing than you do? Tune in to learn about common home improvement marketing mistakes and how to fix them.  Some of the things you'll hear are: - Identifying and understanding the 10 BIG marketing mistakes made by home improvement contractors - How to avoid each marketing mistake - Know what changes need to be made to your marketing plan - Which elements are critical for a marketing plan

1. The 10 Most Common Home Improvement
Marketing Mistakes and How to Fix Them

2. 2
Why We’re Here
Meet the team
Discussion on commonly made marketing
mistakes and how to fix them
Q&A
Stay tuned in till the end…
...One lucky attendee will be
awarded a Google Home Mini!

3. WHY
YOUR MARKETING
ISN’T WORKING
Joaquin Erazo
President and CEO
Marketing Wing
TOP 10 REASONS

4. agenda
Anecdotal Information vs. Data
Top 10 Reasons and how to fix them
1. Not knowing your numbers
2. Marketing attitude/Afraid to drop what isn’t working
3. No clear differentiator
4. No marketing strategy
5. Your marketing is boring/predictable
6. No logical calls to action
7. Technology facing the wrong direction
8. Lack of lead nurturing
9. You haven’t flipped your funnel
10. Marketing isn’t your strength

5. Research Based
Focus Groups
Quantitative surveys
Real companies

6. REASON 1
Not Knowing your Numbers
1

7. Not knowing your numbers
•Marketing and sales metrics go
hand in hand
•You need to know the basics:
• Raw leads
• Qualified leads
• Design Retainers
• Contracts

8. not knowing your numbers
•You need to know the basics:
• Average job size
• Average close rate
• Blend of scope of work
• Best geographic locations
• Best lead sources
• Best sales sources
•USE DATA

9. Not knowing your numbers
•Don’t get distracted by
areas or neighborhoods
that “seem right” for you
•Where are you closing
jobs?

10. Not knowing your trends
•marketing budget?
•cost-per-lead?
•cost-per-sale?
•lead sources are trending up or
down?
•local economic indicators
•competitive landscape?

11. REASON 2
Marketing Attitude
2

12. marketing attitude
What’s the biggest challenge for marketers today?
•empowered consumers
•dual media
•expanding technology
•low cost competitors
•others?

13. marketing attitude
Marketing in our industry:
•Indifference - just one
more thing to do…
•Have it – only 50% works
•Don’t need it – past
clients and referrals
•Love it – and think I’m
great at it

14. Shift Your Attitude
•What we have done
•What we have permission
to do
•Using available resources
•Creating a budget based
on “what we did last year”
•What we need to do
•What the market requires
us to do
•Creating the optimal
team for NOW
•Funding focused on
breakthroughs

15. •Afraid to Drop what Isn’t Working
•(ATD Syndrome)
Shift Your Attitude

16. REASON 3
No Clear Differentiator
3

17. no clear differentiator
If you don’t differentiate,
you are invisible and won’t
even be included in the
conversation

18. •You aren’t your target client
•It isn’t about you – it’s about them!
no clear differentiator

19. are you saying this?
no clear differentiator
Best quality
Best design
Best people
Best process
Best service
Best reviews
Certifications
Experience

20. • Transparency
• Honesty
• Unique approach
• Niches
• Sales or production efficiencies
• Distribution methods
• Technological advantages
• Communication
Make Sure It’s Client-Centric

21. REASON 4
No Marketing Strategy
4

22. no marketing strategy
These are marketing tactics:
• Home Show
• Press Release
• Website
• Event
• Etc.

23. no marketing strategy
Home Show Approachable
Press Release Authority
Website Valuable Resource
Event Community Involvement

24. 24
SurefireLocal.com 24
Get expert analysis of
your digital marketing
and recommendations
when you join a
Surefire team member
for a one-on-one call
LIMITED TIME
WEBINAR OFFER
Choose one:
● Tuesday
● Thursday
● Please email me to
schedule a one-on-one
call
Quick Timeout!

25. REASON 5
Your Marketing
is Boring
and Predictable
5

26. agenda

27. overcome boring
4 Secrets to relevant marketing

28. 4 consumer behavior secrets
•Consumers don’t care abut you, they care
about themselves
•Think apple
•Get inside their minds and tap into fears,
concerns or their excitement.
SECRET 1

29. 4 consumer behavior secrets
•People don’t want more choices, they want
fewer choices
•The more choices they have, the less likely they will
make a decision
•Think selections
•Think differentiator
SECRET 2

30. 4 consumer behavior secrets
•People buy for emotional reasons then
rationalize their choices with logic
•Why do people buy Rolexes?
•Why do people stay at the Ritz Carlton?
•Do we really need an Apple watch?
SECRET 3

31. 4 consumer behavior secrets
•Consumers want to buy -and not be sold
•Empower your target consumers
•Two-step marketing
•Calls to action
SECRET 4

32. 4 consumer
behavior secrets
The bottom-line
In the end, no matter what you’re
selling, whether it’s copiers,
professional services, hotel rooms or
whatever, consumers behave and
respond to certain triggers.

33. example

34. exampleexamples

35. REASON 6
No Logical Calls to Action
6

36. No Logical Calls to Action
Calls to action I see:
•Phone number – call today
•Website - visit
•Get a quote/price

37. Consider getting deeper into the consideration
funnel:
•Tell us about your project
•Upload photos of your project (contact form)
•Download the 5 common Remodeling (scope) mistakes
•Attend an educational seminar
•Visit our Design Center / Showroom
No Logical Calls to Action

38. REASON 7
Technology Facing the
Wrong Direction
7

39. technology facing the wrong direction

40. agenda
consider
Virtual Reality

41. REASON 8
Lack of Lead Nurturing
8

42. Lead nurturing
•Remodeling is a BIG Decision
•The majority of people who contact you aren’t
ready to proceed
•You need to nurture them through the
consideration funnel
•The larger the project, the more communication
you need (depth and frequency)

43. Lead nurturing
Think Buckets!
Retarget the people who have contacted you

44. Lead nurturing
•You have the ability to track lead
sources
•On the web, you may have a form
on your kitchen page:
•Download the top 5 kitchen trends in
Minneapolis
•8 biggest kitchen design mistakes

45. Lead nurturing
•That email address goes into the
“kitchen” bucket (website). Now
nurture the lead
•Send follow-up emails
• 14 days later
• Then 20 days later
• Then 1 month later
• Then 3 months later

46. Lead nurturing
Think across media
•Articles
•Case studies
•Videos
•Invitations
•Quizzes'

47. REASON 9
You Haven’t
Flipped Your Funnel
9

48. Flip your funnel
•Past
Leverage your past clients! (assuming they’re happy…)

49. agenda

50. Flip Your Funnel
Create strategies and tactics targeting past clients and referrals:
•Exclusive events (memorable) “Ambassador’s Club”
•Special gifts
•Acknowledgements
•Reviews and testimonials
•Focus groups

51. REASON 10
Marketing
Isn’t Your Strength
10

52. Marketing isn’t your strength
•What comes naturally to you?
•What do you love doing?
•What’s the best use of your time?

53. Marketing isn’t your strength
Don’t try to do it all!
•Marketing
•Sales
•Production
•Happy clients
•Great reputation

54. WHY
YOUR MARKETING
ISN’T WORKING
jerazo@MarketingWing.com
Joaquin Erazo
President and CEO
Marketing Wing

55. 55
SurefireLocal.com 55
Get expert analysis of
your digital marketing
and recommendations
when you join a
Surefire team member
for a one-on-one call
LIMITED TIME
WEBINAR OFFER
Choose one:
● Tuesday
● Thursday
● Please email me to
schedule a one-on-one
call

56. 56
Q&A
Hey Google, who is
the lucky winner?
Today’s winner of the
Google Home Mini is…

57. 57
Join Us Next Week!
Check out all upcoming & on-demand
webinars at surefirelocal.com/webinars
Thursday, March 22nd
at 4 PM EST
Simple SEO: How to Build Trust with Google
Win More Local Homeowners Online with Digital Marketing
with Bob Sheehan
SVP, Customer Advocacy

58. HARDWORKING MARKETING
FOR HARDWORKING PEOPLE
SurefireLocal.com marketing@surefirelocal.com @SurefireLocal
Thank you!