Builder Marketing - Don't Work for Free. Track Everything!

Posted by Spencer Powell

Nov 2, 2012 6:44:00 AM

builder marketingMarketing is a tricky thing.  Unlike laying bricks or hanging drywall, there isn't a set hourly rate for this kind of work.  If you ask ten professionals what they charge to keep track of how well your website is converting traffic into leads and leads into paying customers, you're bound to get ten different answers.  Fortunately, you can do this yourself and save some money on hiring so-called experts. 
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Topics: Remodeler Marketing, builder internet marketing, builder marketing analytics


5 Ways Remodelers Can Prevent Blogging Embarrassment

Posted by Jimmy Donnellon

Oct 10, 2012 11:33:00 AM

prevent-bloggin-embarrassmentWriting great blog posts for your remodeling web site is only the first step to having a successful blog.  Having a check list process after the initial writing process will maximize the post's potential and also ensure that your blog is an asset, and not an embarrassment, for your company.  Take the time to review the following components of your post before you share your remodeling knowledge with the world.

1.  Does you blog post have links, including a call to action (CTA)?
In addition to the great content that you have provided about remodeling, you should also link to other great online content.  You can provide both internal and external links.  Don't forget to include a call to action (CTA) near the end of the page to keep your reader engaged with the topic at hand.

2.  Does your blog post have at least one image with citation?
Whatever the topic at hand is for your remodeling blog post, you should include at least one image.  Make sure that you provide image citation so that your source gets proper recognition and you boost your credibility for your readers.

3.  Did you take the time to rework your title?
If you already did take the time to rework your title, take another minute to rework it again.  It is really tough to write a great title that both explains the subject and gets people excited about it, especially on the first try.  Take your time to research and refine your title.  Don't be afraid to experiment with different titles.

4.  Is the format of your blog post user friendly?
We have all read blog posts that are not user friendly, such as posts where the text is all one long paragraph or the light colored text is difficult to read over the dark colored web site background.  Include headings, bullet lists, images, links, and more as it is appropriate to make your post format user friendly.

5.  Did you proofread and preview the final text and layout?
Take the time to proofread your post.  Have at least one other person proofread it as well.  Then preview the final layout as your readers will be viewing it.

This final check should also include a final keyword optimizationcheck.  Your post should not be stuffed with keywords but should have a natural keyword density.  If it is ever awkward to include a keyword or keyword phrase, simply leave it out.
jimmy donnellon – inbound marketing professional

Blog Post Written by Jimmy Donnellon

Jimmy is an inbound marketing professional with a background in public relations and marketing. Jimmy helps his clients get found on the web, convert visitors into leads and helps them track their results.

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Topics: Remodeler Marketing, builder blog content, remodeler blogging


Remodeler Marketing: How to Create a QR Code

Posted by Jimmy Donnellon

Sep 24, 2012 8:06:00 AM

sample qr code remodelersMany remodeling companies have a number of print materials.  While the world is moving to more and more Internet mediums, there is no need to throw out your print materials.  One of the easiest ways to update your print materials is with a QR (quick response barcode) code.  There are a number of creative ways to use QR codes, such as on business cards, at conferences and events, and in print advertisements.  These codes can help your remodeling company engage users with your brand name and bridge the gap between inbound and outbound marketing.

If you aren't using any QR codes, don't get overwhelmed.  It's easy to start using them at any point with your business.  Here are four steps to get you started with this process.

1.  QR Code Generator: Find One
One of the key components for choosing a code generator is finding one that fits your needs.  When you are making your choice, consider whether you are able to design a unique code for your brand, if you can track and analyze performance, and if the code is compatible with the most common code readers.  Three generators to check out are Kaywa, GOQR.me, and Microsoft Tag.  The first two are free with paid premium versions.  Microsoft Tag is free with limited analysis abilities.

2.  Create and Design It, Then Link It Up

You can customize the design of your code just about any way you like.  Consider creating a code that looks like your remodeling logo or like your web site scheme.  Then consider where you will use your QR code.  Do customers frequently get your contact information from your business card?  Think about putting the code there.  Do you distribute flyers about your services?  Put a code on them.  Make the code placement worthwhile for you and your customers.

3.  Do a Test Run
It is easy to get so excited about designing your code that you forget to check if it actually works.  Two great tools to use for test runs are Google Goggles and QR Code Reader.  Both of these tools are free, available for multiple smartphones, and very easy to use.

4.  Test and Analyze the Results
Track and analyze the traffic that comes in from each code.  Are people scanning your business card codes but not the flyer codes?  Are they scanning at all?  These results will help you to refine your codes and their placements.
jimmy donnellon – inbound marketing professional

Blog Post Written by Jimmy Donnellon

Jimmy is an inbound marketing professional with a background in public relations and marketing. Jimmy helps his clients found on the web, convert visitors into leads and helps them track their results.

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Topics: Remodeler Marketing, QR Codes, Builder Marketing


As Builders and Remodelers, we Need to Define Our Personas

Posted by Spencer Powell

Sep 18, 2012 7:07:00 AM

builder remodel personasDo you know anything about your typical customer base?  Basic facts about your building or remodeling customers, such as what their yearly income is and how many kids they have, can have a huge impact on your business.  These facts influence your purchasing decisions and marketing plans.  Instead of making decisions based on general facts about the building and remodeling world as a whole, you're able to make targeted decisions and plans based on your specific client base.

Getting in touch with these persona characteristics is as important as developing your products and marketing campaigns.  If you're having trouble figuring out your client characteristics, don't despair.  It's never too late to pick up a few new tips and put them to work for your business.  Here are six benefits that will help you understand this process better.

1.  Understand Customer Needs and Interests: It is much easier to shop for a family member or friend you know well than someone you've never met before.  The same is true with customer personas as they allow you to better understand the wants and needs of your customers and then cater content accordingly.  Identify topics that interest your clients and create content for them.

2.  Where Do Your Customers Spend Their Time?
Basic persona information gives you insight to where your customers spend their time online, including the social networks that they use and the venues that they use for gathering information.  Promote your content in places that your customers frequent.

3. Quality Leads: Get the Best Ones: Insight to your customers allows you to generate better quality leads.  Make personal connections with your potential building and remodeling customers whenever possible, which will lead to better lead nurturing and lead quality.

4.  Consistent Business Management: Well developed personas will creating a specific, consistent understanding of each target group of customers for your company.  This is very valuable information for your sales staff.

5.  Closed-Loop Analytics: the Key to Efficiency: Personas assist your marketing and sales staff with narrowing down which leads they should be spending the most time on attracting, creating a more efficient system for your staff.  Use closed-loop marketing analytics for this narrowing process.

6.  Product Development: Make It Better: Over time, personas will enable you to develop products and services tailored to your customers.  This will allow you to keep customers for an extended period of time as you grow and change your business with your customers.
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: marketing personas, Remodeler Marketing, Builder Marketing


Builders and Remodelers Must Sow Quality Content to Reap Customers

Posted by Spencer Powell

Jul 9, 2012 1:18:00 PM

builder remodelers field sunYou might feel great that you are producing quality conten, but great content is not an automatic money tree with instant sales and buyers. It is more of a seed you plant that needs to be cultivated with time, thought and planning. You will need to think strategically about how different types of content will contribute to the larger sales cycle.

Just like planting a tree, content marketing starts small then grows. You must sow a strategy of patience and commitment into your plan and then you will reap the benefits of your work. The commitment to the process of building your audience into customers will generate revenue for you in the long run

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Topics: Remodeler Marketing, content creation, Builder Marketing


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