Back in the day it was all so easy...
You placed an advert...
Prospects called you...
And eventually (in most cases!) you made a sale.
Then Came The Internet And The Whole Process Changed!
In 2014 The Association Of Professional Builders shared the new process with builders all over Australia, New Zealand and North America.
Instead of advertising a building company, the new process involved sharing information for free, building trust and rapport, establishing authority and demonstrating expertise before moving the prospect into a low value sale that changed the relationship from prospect to customer.
Because customers are 10 times easier to convert into clients (contracts), this process is incredibly successful and has changed the fortunes of hundreds of builders that we have trained over the past 12 months.
But recently, just this year in fact, we've seen another major shift in strategy that is becoming standard practice for marketers.
The process we documented and shared with all of our builders in 2014 is still relevant and working well, but there is a new development in online advertising that has allowed builders to slash their advertising costs and the cost of acquiring each client.
Remember: The entire process we shared with back in 2014 is still relevant and working well, but by adding this new step to the start of the process you can:
- Reach More Potential Clients
- Reduce Your Advertising Costs
- Increase Your Authority
- Build More Rapport
The additional step in the Sales & Marketing Process is called 'Pixeling'.
Don't be put off by the term, it's not technical at all. The hard work has been done for you already by Facebook and Google.
What Is Pixeling?
Pixeling is the process of tracking visitors to your website (or any web page) and then retargeting those same people on different platforms such as Facebook. It works like this: When a potential client lands on your website you place a digital (invisible!) red flag on them, when that same visitor logs into Facebook, Facebook recognises the red flag and shows them your advert.
Why Is This So Important?
Number one reason is that you are only showing your advert to people that maybe interested in building, and if they visited your website in the last 90 days there is a good chance they are considering buying a new home or renovating or whatever it is that you specialise in doing.
I know Who My Ideal Client Is, So How Does This Help?
Because even when you know who your ideal client is, you are still advertising to all of them, most of whom have no interest in building right now. But, if someone visits your website they are far more likely to be in research mode and actively looking for a builder.
How Is It Cheaper?
This is the clever part that is revolutionising the way EVERY top marketing company is advertising regardless of the industry. So if you jump onto this right now you will be way ahead of the other builders. However, it does involve a bit of work.
Instead of advertising a 'Free Guide' to your target market, a far more cost effective strategy is to add some interesting industry information to your website. It can relate to the local market, be general information or maybe something about your company. Just a word of advice here, forget about sharing local recipes or the fact one of your carpenters is getting married. Keep it relevant to the type of information your prospect will be looking for...
- Effect of a change to interest rates on property prices in your area...
- The latest home you handed over and what the client had to say about you...
- The latest design you have just added to your plan range...
- The latest materials/fixtures etc that have just become available...
You get the picture, keep it relevant to your prospect, not you!
This part is far easier than you may realise. You can probably even record yourself talking about a subject and then have a staff member type it up. (Or even a contractor on Fiverr can do it for a few dollars):
- But, once you have it, you have all you need to promote your company.
- Post the article on your website.
- Share it on Facebook (and boost it to the people that have liked your company page)
- Share it Google+
- Share it on LinkedIn
- Email a link to your Database
And here is the big one!
Add the Facebook custom Audience Tracking Code to your website and advertise the post to your target market!
The cost is tiny compared to advertising a free guide or even just a general ad.
Why Would You Pay To Advertise An Article?
Because it will attract prospects that are interested in building, and when they land on your website you'll be able to 'Flag Them'.
Now you have a VERY VALUABLE list of potential clients..but you still don't know who they are or what there email address is so...
This is when you advertise your 'Free Guide' (Your Lead Magnet!)
The audience you are advertising to already know of you, they have visited your website and picked up some valuable information. They don't know you yet, but they already like you so...
When they see that you are offering a free guide such as 'The 7 Questions You MUST Ask A Builder BEFORE Signing a Building Contract' they have no hesitation in handing over their email address in return for your information.
The relationship starts!
So now you maybe thinking...
Yeah, this all sounds great, but how do I...
- Set Up An Article On My Website
- Set Up The Facebook Code
- Retarget My Website Visitors On Facebook
- Create An Advert On Facebook
- Create A Free Guide Or 'Lead Magnet'
If you are asking any of those questions, the answers are here...