Attract:
As you know, the key is not just attracting any visitors to your website, but attracting visitors that may wind up working with you to build a beautiful home!. That means using the RIGHT kind of tools for attracting these buyers. Attracting means putting out that useful content like eBooks, blogs, and articles. If you are working in the contracting industry, you may think about “how to” content of high-level instructional information that will bring in those who are interested in home repairs. Remember, the content does not have to be just written content either—video and audio content is useful too.
Convert:
The next step is turning those anonymous visitors into leads by collecting their data. Conversion is a tricky thing to achieve. However, with correctly built call-to-actions, landing pages, contact forms and other methods of initiating contact, you should have no problem getting those anonymous visitors to provide you the information you need to monitor, track and market to them specifically. Moreover, as a builder, you know you need leads! Often, a good way to gather names, email addresses, decision making particulars and other useful data is to exchange for useful content like eBooks, whitepapers, and guides to help them with their journey in building a new house.
Close:
Once you have your leads’ information, it is up to you to close the deal. However, you do not have to do the hard sell. This is where email marketing and other methods of communication can go a long way towards accomplishing your goals. A CRM (customer relationship management) system may help automate some of these processes too—saving you time and effort that you can put into other aspects of your business. In the Inbound Marketing process, it is not uncommon for your prospect to engage you for the sale. You have helped them through their difficult journey with relevant information and tools to the point where they have built trust with you. You have now made it to their short list of companies that they will engage for quoting. Take them to the finish line!
Delight:
Delighting is up to you. This is where you let your company practices speak for themselves. Work hard, give every customer the attention they deserve and go the extra mile. You want to delight every customer because a happy customer is one that is likely to go online and give you an excellent review—not tell his or her friends that they were unhappy with the service received. Never underestimate the power of reputation, especially in the home improvement field.
Measure:
You have taken the time to educate your customer about the value of your product. What ties all four stages together is proper measuring through analytics. We are able to measure what matters most when it comes to your marketing efforts. Through programs like Google Analytics and HubSpot, we are able to determine ROI on specific campaigns through monitoring, tracking.
