Is your Remodeling Company Dedicated to Content Marketing?

Posted by Spencer Powell

Oct 25, 2012 7:15:00 AM

content marketingOne of the best things about the building trades is that it's usually a "one and done" deal.  Your client calls you with a project, you go and do it, and once it's done right you get paid and move on to the next thing.  You don't have to keep on doing the same project week after week, or even month after month.  Sometimes you can even take some off time to rest and get your head together. But good luck doing that with a blog, right?  Once you've got a blog, you need to have all kinds of content swimming through your head like Hemingway in his prime, right?

No!  You don't need to be some kind of literary genius, constantly scribbling out ideas when you can't add anything to your blog in the normal way.  As a matter of fact, you might very rarely have to think up "special" ideas for your posts.  Whether you realize it or not, with every remodel you do, you're doing things worth blogging about.  The following are a few ideas to get your creative juices flowing, so you can pump out the content like a champ.

1. Make Yourself Look Like an Expert.

Sometimes people will e-mail you or post on a forum with a question, and you'll be tempted to just answer it privately.  Resist this urge.  First, make the question and answer public on the forum, if not on several.  Then, turn your response into a super-detailed blog post.  Don't be afraid to spend an entire day answering the crap out of that question, as well as some additional questions that will inevitably come up.

2. Share the Lessons of Your Teachers.

One of the best and worst things about the building trades is that most knowledge is passed down by watching someone more experienced do something, and having them give you advice.  This is great because it keeps the knowledge very practical, but it's terrible because it only reaches insiders.  On your blog, share the lessons you've been taught, and your customers will see you as a lifelong student on a quest to be the best remodeler you can be.

3. Outsource.

If in doubt, hire a ghostwriter.  They're great for brainstorming, and posting for you while you're on vacation.  A competent writer will ask you're targeting, and will write in a voice appropriate for that crowd.  The best writers' work won't even need much editing.
spencer powell inbound marketing certified professional

Blog Post Written by Spencer Powell

Spencer is the Inbound Marketing Director at TMR Direct. Spencer specializes in helping clients create and execute effective inbound marketing campaigns.

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Topics: builder blogging, builder content marketing

5 Ways Builders and Remodelers Can Re-Use Existing Content

Posted by Spencer Powell

Oct 15, 2012 7:46:00 AM

reuse content repackageThe holiday season is one of the most important times of the year for marketing.  However, it is also one of the busiest times of the year.  Even if your building jobs have slowed down until the spring, your company members will most likely be busy with their holiday plans.  Where do you get your new web site content?  One of the easiest and smartest solutions is to repackage your existing web content.  Take something that you have already produced and change it.  This can include changing the format, putting a different spin on it, adding new content, or updating content.  Here are just a few examples.

1.  Videos Become Blog Posts
Consider the videos that you have on your web site.  Do you have a demo for a new aspect of your business or an overview about what makes your company unique in the world of building?  Take the content from one of these videos and turn it into a blog post.  Adding text content to the video information will increase the search engine ranking for the topic at hand.

2.  Videos Become Ebooks
While some people would prefer to watch videos, others would prefer to have the content in an ebook.  Even though a video may be more visually appealing, a ebook can be downloaded and used anywhere at any time.  Consider include screenshots of the video and a link to it in the ebook.  When people are using the ebook on the computer, it can become a multimedia experience.

3.  Ebooks Become Webinars
If you have an ebook that is already popular, consider making a webinar for it.  Consider new information to bring to the webinar to maximize its potential for your customers.  For example, if you are selling people on the many advantages of a new line of windows, include demonstration video clips for them of the advantages so that they have an added visual component.

4.  Blog Posts Become Games
Turning a popular blog post into a game can greatly increase customer participation.   Before you know it, your customers will be sharing the link to all of their friends on Facebook or Twitter.  Consider creating a Twitter hashtag for your game to increase participation.

5.  Use Comments for Content Inspiration
Some of the best ideas for web site content can come from the customers themselves.  Consider customer comments on blog posts, videos, and more to create new content.
spencer powell inbound marketing certified professional

Blog Post Written by Spencer Powell

Spencer is the Inbound Marketing Director at TMR Direct. Spencer specializes in helping clients create and execute effective inbound marketing campaigns.

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Topics: builder inbound marketing, builder internet marketing, builder content marketing

5 Ways to Get Your Builder Blog Content Re-Tweeted

Posted by Spencer Powell

Sep 26, 2012 7:22:00 AM

5 ways builder retweetAll social media users hope that once they've put content out there, users will share it and interact with it.  As a building company owner, you have the same goals.  Following a few simple guidelines can make it much more likely for your content to get more exposure.  With Twitter, it is important to retweet the right way, but it is just as important to get other users to retweet your content, too.

1.  Discuss Current Events: The vast majority of the retweeted content on Twitter is news related.  Consider content that is specific to your business as well as other breaking news.  People come to Twitter looking for the newest information about breaking stories.  You will get retweets simply by sharing this content yourself.

2.  Understand Your Audience and Tweet Relevant Content for Them.  Don't Be Overly Promotional.  Share specific information that is relevant to your followers.  People want content that is intelligent, credible, and valuable.  Be proud of what you can share about the building industry and don't dumb down the information.  Use your tweets as a way to build interest in your industry, not simply to promote it.  People are much more likely to retweet valuable information than they are promotional ads.

3.  Include Links to Your Web Site: Even if you have a link to your building company web site in your profile information (which you should!), you'll have to share it on a regular basis to increase traffic.  Providing links will also increase your chances of getting retweets.  If you have 2,000 followers and even one of them retweets one of your posts to his 2,000 followers, your original tweet's audience has instantly doubled.

4.  Retweet Others and Ask Them to Retweet You as Well: One of the best ways to get users to start retweeting your tweets is to retweet theirs.  Look for information related to your industry that will be relevant for your followers as well as other popular information, such as breaking news (remember tip 1?).  Don't be afraid to encourage others to retweet your information.  The simple inclusion of the words "please retweet" significantly increases retweeting.

5.  Include Social Media Share Buttons in Your Web Content:
If you have visited any web sites in the last year, you have most likely seen social media share buttons.  Include them in your blog posts and other online articles so people can promote your building content easily and quickly.
spencer powell inbound marketing certified professional

Blog Post Written by Spencer Powell

Spencer is the Inbound Marketing Director at TMR Direct. Spencer specializes in helping clients create and execute effective inbound marketing campaigns.

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Topics: builder content, builder content marketing, remodeler content marketing

Builder Internet Marketing: Create REALLY Good Content

Posted by Wesley Powell

Sep 19, 2012 7:01:00 AM

builder internet marketingOne of the most important components of Internet marketing for builders is content.  No matter how good your marketing strategies are, they will not succeed if you do not have strong content.  Content that is consistently weak or takes a major drop is quality will kill your inbound marketing before you even know it.

Here are five ways that weak content can make your inbound marketing suffer and how you can avoid these pitfalls.  Rise to the challenge and make your building company web site soar!

1.  No links: If your content isn't worthwhile, no one will link to it.  A lack of links means that your building company web site will take a big dive in the major search engine results.  This means that no one will be able to find you.

How to fix it: Create lots of high quality content.  If you only have a few links, make this a priority and people will start linking to your content.

2.  No one wants to share: One really important way that you get web site traffic is through people sharing your web site through social media sites, e-mails, and more.  If your content is week, no one will share it, creating significantly less visitors and another tank in the search engines.

How to fix it: Create high quality content tailored to your customers who will be eager to share it with their friends and co-workers.

3.  The Panda is hungry: Google's algorithm updates, known as Panda, treats sites that have weak content in a very poor manor.  Yep, you guessed it: this also means poor search engine results.

How to fix it: Keep the Panda happy by creating quality, personalized content with relevant advertising.

4.  Your reputation takes a turn for the worst: If you've ever read product reviews online, you know that people are more likely to review a really bad product than a good one.  This holds true for web sites, too.

How to fix it: Don't let this be you!  Your website needs consistent strong quality to keep receiving praise from your building customers.  It also starts with the quality of your construction work.

5.  No one wants to be your friend anymore: If a site has weak content or takes a drop in quality, people will leave and won't come back.

How to fix it:It is much easier to win people over initially than win them back.  Start strong and stay strong so people will stick around.
wes powell president of TMR direct

Blog Post Written by Wes Powell

Wes Powell is the President of TMR Direct. TMR Direct's desire is to provide you with the practical advice you need to be successful using direct mail and inbound marketing to generate traffic, leads, and ultimately customers.

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Topics: content is king, builder content marketing, remodeler content marketing

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