Creating an effective inbound marketing plan for builders and remodelers v3

Creating an Effective Inbound MarketingPlan for Builders & Remodelers

Spencer PowellInbound Marketing Director@spowell24

Enter questions/comments in the chat panel www.tmrdirect.com


Agenda1. Stages of the Marketing Funnel2. Identify Where Your Website Stands Today for

Traffic and Leads3. Establish Your Marketing & Sales Goals4. Build a Marketing Activity Plan


Top of the Funnel (TOFU)

Middle of the Funnel (MOFU)

Bottom of the Funnel (BOFU)

Stages of the Marketing Funnel


Top of the Funnel Content

•Design Trends/Ideas•General Cost and Price•How to Find a Reputable Contractor•Photos•DIY vs. Working with a Contractor

*Lead is most likely not ready to talk


Middle of the Funnel Content

•How long does a project take?•Specific Cost Questions•Process Questions•How do you help turn their vision into reality?

*Lead is ready to talk


Bottom of the Funnel Content

•After I sign…what is the next step?•Can I talk to references?•Why are you priced higher/lower?

*Lead is ready to buy


Where is Your Website Today?Traffic – How many visitors?

Leads – How many form submissions?

Customers – How much closed business?


Where is Your Website Today? ExampleTraffic – 453 visitors per month

Leads – 2 leads per month (conversion rate of 0.5%)

Customers – Not sure


Establish Your Marketing & Sales Goals

$750,000In new business (on top of your current revenue)


Calculating the Traffic and Leads You Need to Reach Your Goals



Revenue Goal:$750,000/yr or $62,500 /mo



Source of Revenue



Avg. Job Size



Close Rate



Goal



Current Conversion Rate





Monthly Traffic Needed


So, to reach our goals…

Looking to grow by $750,000

Calculated we need to go from…

Monthly453 Visits2 Leads? For Customers

TOMonthly4,167 Visits42 Leads1.3 Additional Customers


Build a Marketing Activity Plan – Step 1

= More Traffic

Blogging SEO Social Media++



= More Leads

Offer Development CTAs Landing Pages++



= More Customers

Email Nurturing MOFU Offer Sales Process++


Month 1 (Sept 2010):Traffic: 653

Organic: 40Leads: 3

Month 3 (Nov 2010):Traffic: 1,082

Organic: 111Leads: 5

Month 12 (Aug 2011):Traffic: 1,109


Month 18 (Feb 2012):Traffic: 1,614


Real Websites and Results


Month 1 (Sept 2011):Traffic: 3,816


Month 4 (Dec 2011):Traffic: 6,866

Organic: 1,255Leads: 112

Month 8 (April 2012):Traffic: 7,080


Month 12 (Aug 2012):Traffic: 13,556




Month 1 (Aug 2010):Traffic: 594


After 1 full year (August 2011)Traffic: 1,371


After 2 full years (August 2012)Traffic: 2,172


After 3 full years (Sept 2013)Traffic: 5,728




Build a Marketing Activity Plan – How Much of These Activities?Monthly453 Visits to 4,167 (820% increase)2 Leads to 42 (2,000% increase)? For Customers to 1.3

Based on our experience:•8 Blogs per month (optimized)•Active Social Presence•2-3 emails per month•Automated email nurturing campaigns•6-8 offers per year (with corresponding CTAs and Landing Pages)•Sales process diligently followed


The More Activity, the Faster this Goes


Questions?

Get Started with Inbound Marketingmarketing.tmrdirect.com/IMA

Spencer PowellInbound Marketing Director@[email protected]

http://marketing.tmrdirect.com/ima

mailto:[email protected]