Remodeler Internet Marketing: Focus on Quality over Quantity of Leads

One of the biggest things that drives remodeler inbound marketers is the number of leads that they generate.  The more leads that you generate, the more customers that you generate, which means that you’re consistently focusing on increasing your leads.  However, at some point, many markets become saturated or you’ve simply tapped out your current resources.

Don’t give up!  Put your focus on the quality of your leads.  Instead of working on increasing your leads, work on increasing the percentage of leads that you convert into new remodeling clients.  Here are four steps you can take to ensure your success with this task.

1.  How to Create Middle of the Funnel (MOFU) Content
The first step is to create middle of the funnel content to aide your lead nurturing.  This content is specific to your industry and provides information about how your industry relates to your product.  For example, create an ebook about a remodeling technique your company uses that overcame a challenge in the remodeling industry.  It is easy to focus on the top of the funnel content that is primarily educational and neglect this middle content.  Strive for a balance for your customers.

2.  Closing the Most Customers: Which Events Do This?
If you are using closed-loop marketing, analyze the data about offers and events to see when customers close.  As these offers and events generate the most wholesome leads, it is important to focus on them.  Make these offers and events your priority and spend less time on the ones that are not as effective.

3.  Calls-to-Action (CTA): Promoting High Closing Events
Now that you know what offers and events have the highest conversion, it’s time to promote them.  One excellent method of promotion is CTAs.  There are numerous places to use CTAs including e-mails, landing pages, blog posts, and any other locations on your web site such as the home page.  Consider using and/or including free demos.  Your CTAs should be as accessible as possible to give potential leads every opportunity possible.

4.  Sales Team: How To Collaborate and Communicate to Focus on Specific Leads
If everything has been set up properly, your sales team will be able to focus primarily on increasing the percentage instead of trying to nurture clients who aren’t interested or simply build the number of leads for the sack of the numbers.  Make the effort to collaborate and communicate with your sales team regularly to ensure that this is happening.