batc round table discussion on inbound marketing

PowerPoint Presentation

Builders Association ofthe twin cities

Introducing your Chief Growth Officer February 2016

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Questions Comments Interesting Takeaways

Marketing Powered by DataCost of Customer Acquisition (COCA)EXAMPLETotal Marketing Staff Costs$200,000Total Advertising Costs$300,000Total Technology (Salesforce, Pardot, Hubspot, etc.)$150,000Total Marketing Costs$650,000New Annual Customers50COCA$650,000 / 50 = $13,000


Inbound marketing costs 62% less per lead than traditional, outbound marketing.

AVG COST/LEAD: $143AVG COST/LEAD: $373OUTBOUNDINBOUNDSOURCE: HUBSPOT, 2014

Marketing Powered by DataOUTBOUND: direct mail, telemarketing and trade showsINBOUND: blogging, content publishing, search engine optimization, social media

Top Benchmarks from HubSpots Demand Generation Benchmarks Report: $26-50 is the average cost per lead for companies $250,000 to $10million in revenue. 60% of companies exceeding their revenue goals had an above average email open rate. The majority of companies are generating fewer than 500 leads per month. 4

Marketing Methods Used in Home Searches Today

Internet: 90%Yard Sign: 53%Home Tours: 45%Newspaper Ad: 27%Homes Magazine: 18%Source: Joint Study with Google and Consumer and Market Trends in Real Estate


Breakout DiscussionTake 5-10 minutes at each of your tables and discuss how prospects are finding homebuilder companies online.


AttractStrangersVisitorsBlogKeywordsSocial Media


Marketing Powered by DataMeasureAttractEmailSignalsWorkflowsEventsSocial InboxSmart ContentAmple Opportunity For Your IndustryKeywordMonthly SearchDifficulty(1 easy-100 hard)Custom Homes 3,60016Building a Home2,40058Custom Home Builders4,40060Custom Home Builder1,30059

Marketing Powered by Data70% of searches online are long tail keywords people are searching questions 9

71% of people say blogs affect their purchasing decision (HubSpot 2014)

80% of blog visits are complete strangers that have never been onto your companies website (HubSpot 2014)

Companies that blog have 55% more website visitors than those that dont (HubSpot 2013)


57% of businesses have acquired a customer through their company blog.SOURCE: HUBSPOT, 2013

Marketing Powered by DataBlogs have been rated as the5th most trusted sourcefor accurate online information.Companies that blog have 55% more website visitors.71% of people say blogs affect their purchasing decisions80% of blog visits are new (awareness)

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More Blogs, More Leads

Marketing Powered by DataBlog Posts: How to leave their assets, like their home, to loved ones tax free.99 Ways to Bring Down Your Mortgage CostsHow to Make a Return on Investment of 29% per Year With Home Building22 Ways to Get Cheap Financing for Your New Home9 Secret Strategies Wealthy Investors Use to Profit from Custom HomesA Practical Guide to Paying NOTHING for Your Dream HomeBlog about how you can use your self-directed IRA to get a tax break on building your new home.What to look for when choosing a custom home builder contractor.

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Marketing Powered by DataSo great, now you have attracted qualified people to your website. They saw your post on social media and clicked onto your blog Now what? How are you going to interact with them, figure out who they are once they get onto your site?

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Breakout DiscussionTake 5-10 minutes at each of your tables and discuss this scenario: You have attracted a qualified prospect, they saw your post on social media of your blog and clicked to read it. Now what? How are you going to interact with them, figure out who they are once they get onto your site?


Blog Post

Marketing Powered by DataThis particular blog post I had 75 unique visitors, people that I have no clue who they are. 40 of the views were organic meaning people searched in Google keywords that I optimized this post around and then clicked onto this directly from a search engine. 35 people came from social media. This particular post I put on Google+, Facebook, Twitter, and LinkedIn. I had a 20% of people that read this post clicked this call to action; 15 people read this blog and then clicked on my call-to-action. 15

ConvertVisitorsLeadsForms Calls-to-actionLanding Pages

Marketing Powered by DataMeasureAttractBlogKeywordsSocial MediaEventsSocial InboxSmart Content


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Target Buyer Persona: Melissa & Mike the Gen-Y Personal Background:Role: Influential Position in CompanyCompany Information:Goals and ChallengesShopping & Industry News Preference:Age: 32-37Family: Married with 1-2 children in pre-school or youngerEducation: College DegreesJob Measured:staying ahead of competition, efficiency, employee productivity Skills Required: People management, analysis, decision maker, Position: Manager, C-Suite, EntrepreneurManages: General ManagersYearly Salary: $125k+

Success Means:growth, wealth, happiness with familyValue Most: family, successBiggest Challenge: balancing work & life.Biggest Objections: Finding an honest, open ended contractor to help them build their dream home. Also looking for ways to make this process less time consuming Preferred Communication:Phone and emailUse internet for buying research: MuchSocial Networking:Twitter, snap chat Pinterest Facebook, LinkedIn, & Google+

Buyer Persona

Marketing Powered by DataTarget Buyer Persona: Bob & Sue Soon to be RetireesPersonal Background:Role: Influential Position in CompanyCompany Information:Goals and ChallengesShopping & Industry News Preference:Age: 55-62Family: Married with grown children in their 30sEducation: college degreesJob Measured:roles and responsibility are being reduced consistently, worked to improve upper management productivity within the companySkills Required: People management, analysis, decision maker, Position: small business owner / upper level management Manages: General ManagersYearly Salary: $150+

Success Means:enjoying what they worked for the past 40 years together Value Most: family, raising grand children, travelingBiggest Challenge: Building the perfect home close to loved ones.Biggest Objections: Finding a contractor that will accommodate their personalized home plan and helping create a low maintenance home.Preferred Communication:Phone and emailUse internet for buying research: MuchSocial Networking:Twitter, Facebook & LinkedIn

Buyer Persona

Marketing Powered by DataIs your sales process based on?

a. The way you want to sell

b. The way Mike and Melissa aremaking decisions

Marketing Powered by DataUnderstand Your Buyers JourneyMeet Them Where They Are


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Buyer Personas + Buyers Journey = Higher ConversionsPERSONALIFECYCLE STAGEMelissa & Mike The Gen-Y

Melissa and Mike are looking to sell their starter house and are looking for an honest contractor to help them build their dream home. They want a suburban, safe community with good schools and an easy commute. A big backyard and a friendly neighbor is desired. They are also concerned with building an environmentally friendly home and ways to make this process less time consuming as possible. AWARENESSCONSIDERATIONDECISIONWhat to look for when choosing a custom home builder contractor [eBook]Ten Mistakes to Avoid When Building a New Home [eBook]Fact or Myth: Ways To Build Your Home Environmentally Friendly [Whitepaper]Checklist on The Top 5 Facts to be Aware of When Hiring a Contractor [Checklist]The Factoring Turnaround Time When Building a House Ground Up [Template]Top 10 Questions to Ask a Contractor Before HiringFree 30-Minute Consultation


CloseLeads CustomersEmailSignalsWorkflows


Smarketing

Companies with strong sales and marketing alignment achieve a 20% annual growth rate. Companies with poor sales and marketing alignment have a 4% revenue decline. (Infor CRM 2015)

The most common complaint made by 65% of sales reps and teams is that they cant find content/information to send to prospects. (Kapost 2014)

Marketing Powered by DataCloseThe website and marketing automation move prospects down the sales funnel

Smarketing Toolbox helps with personalized follow up quickly, with less effort, which increases follow-up and effectiveness of follow-up

Marketing Powered by DataCompanies with strong sales and marketing alignment achieve20% annual growth rate. Companies with poor sales and marketing alignment have a4% revenue decline.

The most common complaint cited by sales teams is that: 65% of sales repssay they cant find content/information to send to prospects.25

DelightCustomersPromotersEventsSocial InboxSmart Content


DelightKeep top-of-mind with current clientsSmarketing Toolbox up-sell

Marketing Powered by DataInbound Methodology

ConvertCloseDelightMeasureAttractStrangersVisitorsLeadsCustomersPromotersBlogKeywordsSocial MediaFormsCalls-to-ActionLanding PagesEmailSignalsWorkflowsEventsSocial InboxSmart ContentHubSpotGoogle AnalyticsGoogle Webmaster


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The bad news:Were way behind.The good news:Plenty of open opportunity in your industry!

Marketing Powered by DataWhat We KnowIn 2015, 81% of the buyers journey starts with with online search.

90% of people looking to build or buy a home use the internet to research.

By 2020, customers will manage 85% of their relationships without talking to a human.

Marketing Powered by DataThe Costs of Doing NothingMaintain status quo

Relevancy is reduced, day by day

Your competition adapts and kicks your a@#

Marketing Powered by DataStop Selling. Start Educating.Educational Marketing is about understand buying behavior


Lead Generation Warriors!


DiscussionIs there anyone who would like to evaluate their website with the group? If so, would everyone please jot down 3 positive attributes of the website and 3 negative attributes.

Marketing Powered by DataContact Info

Jenna EngelInbound Marketing [email protected]

julcreative.com | @julcreative
