Why Home Remodelers Need Inbound Marketing, Today
Many companies, including landscape contractors and landscape architects, and kitchen design firms are finding their endless emails, outgoing calls, door hangers, and postcards aren’t bringing them any leads. What was once a successful quick way to get a boost in leads and revenue has turned into money sucking marketing efforts.
The trend to a better way, which started about ten years ago, makes more sense today than ever before.Many realize this, since outbound as a primary lead source, now accounts just 22% for businesses. If your company hasn’t joined this revolution, now is the time. While we can tell you a hundred reasons, here are our favorite three.
1. Inbound Marketing brings in more traffic for home improvement contractors.
If you do a couple of searches right now, (e.g. best concrete pavers), take a moment to think about the top few search results – examine what similarities you might find. The first will absolutely be that most (if not all) your results take you to a blog on a website. That’s where you want to be, among the top organic search results. (Notice how most, or all, of the results aren't just keywords on a company's homepage). You want to attract visitors that are actually looking for services similar or exact to what you offer. Inbound Marketing does that, with content creation, you attract these strangers to your site and you are able to compete with others who are at the top. You wont be able to do that with just back-end SEO or highly specific keywords.
Here is another key tip: Google doesn’t just match the searcher's keywords. Their algorithm looks at the intention of what this visitor is really trying to accomplish from their search. With relevant content all over your site, you increase your chances of being placed high in the results.
2. Inbound Marketing drives more leads.
Traffic alone won't increase your revenue or justify a complete transformation in your marketing efforts. The way that you’ll increase your traffic will be to attract less of the not-exactly-the-lead you want to a significantly higher increase in highly qualified leads. How exactly? Going back to the above, the stranger that has found your site has searched for what you provide. In the non-inbound-marketing world, the customer might’ve searched for “buy new tile” and landed on your site because your IT professional has told you that you must put “buy new tile” in ten different places on your site because a person that wants to buy new tile definitely wants to spend $125,000 on a new bath project (not!). And then they leave your site right away and you are left wondering why your site is bringing in a lot of traffic but no one is calling. Your SEO person is happy and reminding you of the increased traffic.
Inbound marketing attracts strangers based on content, meaning, your thoughts – and therefore, brings you visitors that don’t just match one keyword phrase, but rather the sum of a few different thoughts you’ve (or your marketing agency) shared in your blogs. In result, the traffic you drive brings you more truly interested visitors that stay and read a while. They’re qualified leads.
3. Inbound Marketing reduces the cost per lead.
Outbound marketing, including the traditional trade or home shows, direct mail, cold calling, door hangers, and pay-per-click, is not cheap. When you add in the time that your business takes to plan and execute (e.g. travel/attend shows), it increases the costs even more. An interesting part is that these outbound marketing costs aren’t leveled out throughout the year which impact cash flow (a major problem already for seasonal professionals like landscapers). The more interesting part is that these marketing ploys are often easier to convince your boss (or yourself) in spending because you see the result (in this case, the result is the home show booth, the direct mail piece, the Google Ad words display). Inbound marketing takes a different approach. A business will typically spend a consistent amount on inbound marketing throughout the year, which helps with cash flow of course. The sum of each, inbound and traditional outbound marketing is sometimes comparable with one another, although often, inbound marketing ends up costing less. It can be more difficult to convince the spend because you’re paying for what’s mostly all digital efforts – which isn’t an immediate outcome of your spending (in other words, you don't get to touch it). The difference is that you capture more leads from your inbound marketing efforts, and they’re qualified. This all leads to a definite top reason for why inbound marketing wins over outbound: there is a significant lower average cost per lead with inbound marketing..