Post on 26-Jan-2017
Creating an Effective Inbound MarketingPlan for Builders & Remodelers
Spencer PowellInbound Marketing Director@spowell24
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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
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Top of the Funnel (TOFU)
Middle of the Funnel (MOFU)
Bottom of the Funnel (BOFU)
Stages of the Marketing Funnel
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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
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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
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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
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Where is Your Website Today?Traffic – How many visitors?
Leads – How many form submissions?
Customers – How much closed business?
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Where is Your Website Today? ExampleTraffic – 453 visitors per month
Leads – 2 leads per month (conversion rate of 0.5%)
Customers – Not sure
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Establish Your Marketing & Sales Goals
$750,000In new business (on top of your current revenue)
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Calculating the Traffic and Leads You Need to Reach Your Goals
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Calculating the Traffic and Leads You Need to Reach Your Goals
Revenue Goal:$750,000/yr or $62,500 /mo
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Calculating the Traffic and Leads You Need to Reach Your Goals
Source of Revenue
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Calculating the Traffic and Leads You Need to Reach Your Goals
Avg. Job Size
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Calculating the Traffic and Leads You Need to Reach Your Goals
Close Rate
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Calculating the Traffic and Leads You Need to Reach Your Goals
Goal
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Calculating the Traffic and Leads You Need to Reach Your Goals
Current Conversion Rate
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Calculating the Traffic and Leads You Need to Reach Your Goals
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Calculating the Traffic and Leads You Need to Reach Your Goals
Monthly Traffic Needed
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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
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Build a Marketing Activity Plan – Step 1
= More Traffic
Blogging SEO Social Media++
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Build a Marketing Activity Plan – Step 2
= More Leads
Offer Development CTAs Landing Pages++
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Build a Marketing Activity Plan – Step 2
= More Customers
Email Nurturing MOFU Offer Sales Process++
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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
Organic: 400Leads: 12
Month 18 (Feb 2012):Traffic: 1,614
Organic: 600Leads: 24
Real Websites and Results
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Month 1 (Sept 2011):Traffic: 3,816
Organic: 558Leads: 11
Month 4 (Dec 2011):Traffic: 6,866
Organic: 1,255Leads: 112
Month 8 (April 2012):Traffic: 7,080
Organic: 1,423Leads: 93
Month 12 (Aug 2012):Traffic: 13,556
Organic: 2,429Leads: 276
Real Websites and Results
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Month 1 (Aug 2010):Traffic: 594
Organic: 126Leads: 8
After 1 full year (August 2011)Traffic: 1,371
Organic: 481Leads: 14
After 2 full years (August 2012)Traffic: 2,172
Organic: 998Leads: 40
After 3 full years (Sept 2013)Traffic: 5,728
Organic: 2,764Leads: 95
Real Websites and Results
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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
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The More Activity, the Faster this Goes
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Questions?
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Spencer PowellInbound Marketing Director@spowell24spowell@tmrdirect.com