Marketing a business on the internet these days has become very complicated, and it is increasing in complexity every day. Let’s look at the evolution of how to market a home remodeling company:
20 years ago, you could just print business cards, networking, and put an ad in the yellow pages.15 years ago, you would still do everything that you did 20 years ago, but you had to add Google to your marketing plan. You needed to pay for Google Adwords or do Search Engine Optimization to show up on Google and get calls. 10 Years ago, the use of social media began to grow, and new platforms are popping up often. The addition of social media platforms and the way people are using social media has changed the way we have to approach our marketing efforts.
Another interesting topic to address is the evolution of how consumer purchasing habits have changed. In the New York Times Business Best Selling book “To Sell Is Human” by Daniel Pink, he talks about how the negotiation stance has shifted from the business to the consumer. Before the internet, information was not easily accessible. If you were going to buy something, you were making decisions based on the information you could get from people you knew or the sales representative that was helping. Today, the internet has made information easily accessible. Consumers are becoming savvier and typically educate themselves before they contact a company for services.
Today, the average consumer has to engage with 6-7 pieces of content with a specific company before they make the initial content. This is a vital point to keep in mind. If the average consumer has to engage with a particular home remodeling company 6-7 times before they initiate with them, how can you make sure that they keep coming back? Do you want these types of leads?
The answer is yes! Here is why:
These leads are higher quality leads than you would get from Search Engine Optimization or Google Adwords alone. These leads are more educated, and typically they are taught on your content and value propositions, and sales cycles are shorter. These leads are less likely to price shop you because they have taken the time to educate themselves, they are more interested in value over price.
In this blog, we will cover the 6 Steps to Get Quality Leads for a Home Remodeling Company
1. Identify Your Ideal Buyer Persona
The first step to getting high-quality inbound leads is to identify who is the subset of people in your Ideal Buyer Persona. Make sure that you can create a whole story that paints a clear picture of who they are. Once you have determined this, it will guide all of your decisions in your inbound marketing strategy for your home remodeling company.
2. Show Them How You Solve Their Biggest Issues
As a home remodeling contractor, you help them with additions, kitchen remodels, bathroom remodels, etc. You can set yourself apart by focusing on a significant problem that may be holding them back. How are they going to pay for the remodel? Perhaps it is a timeline they are trying to meet? How can you assure them that you can complete the project on time? Maybe it is a tight budget. How can you ensure them that you will stay within budget? There are many issues that you can solve for them. We recommend starting with one, and then add other ones at a later time.
3. Build Content to Answer their Questions
Our ideal clients are already on the internet asking questions that pertain to our services on Google, social media, and forums. By writing content that answers those questions, we are fulfilling their need and at the same time introducing your company to them in a permission-based way.
Here are a few methods on how to develop content for your ideal buyer persona. Think about the most common questions that these clients ask you before, during, and after the project. These questions are important because, through them, you can identify a latent demand. Latent demand is something that your clients want; they just don’t know they want it until after the fact. Now you can tell potential clients about this latent demand before the project, and set yourself apart from your competition and show your expertise and focus on their satisfaction.
Make sure that you not only answer the question but find a way to make it actionable for them. Bringing them immediate gratification and show the value right away. They will be more likely to engage with your brand more often because of it.
4. Offer Free Content That Helps Them Immediately
Create high value content offers that will help them during the decision-making process. Maybe it is a worksheet to plan out their project. You can also put together a guide that will help them during the design process. Another idea is a calculator that will give them a way to come up with a budget. Come up with several tools that you can offer in exchange for information from them. Just remember that the value of the tools needs to match the amount of data that you are requesting from them in exchange.
5. Build A Relationship with Them
Now that you have captured their information, you can use it to segment them into specific lists. The reason is that it will allow you to send them nurturing content with emails. For example, if someone is segmented into a kitchen remodel category, you want to send them content and information that pertains to kitchen remodels. This reduces the chances of them unsubscribing, and increases the chances that they will read the content. Remember, the average client engages with at least 6-7 pieces of content before they decide to contact the home remodeling company.
6. Convert them with Strong Call-To-Actions
As you start to develop content, make sure that you are using proper Call-To-Actions (aka. CTA’s). Usually, you see CTA’s in the form of “Click Here” or “Download Now.” Although these are not bad, we recommend testing out different CTA’s. Try “Schedule A Free Consultation” or something specific to the content offer like “Start Your Design.” It is also good to make sure that the website visitor knows what to expect by clicking on the button. Try different colors and location of the button. Testing and modifying them has proven to improve the performance. The last thing we recommend is to have different CTA’s on your website and content. Don’t use the same one everywhere.
Now that you have the strategy make sure to give each step the time and effort it deserves. You cannot shortcut any of these actions because it can leave a massive gap in your inbound marketing efforts.
If you have any questions, or would like to have your custom strategy built, sign up for our Free Inbound Marketing Strategy Session.