80% of your prospects will start searching for log homes information by going online. They’ll click on one, or all, of the first three organic search results at the top of the page. If your log homes company is not in the top three, the chances they'll find your web content are much slimmer. What's worse, if you're not in the top three, three of your competitors will be. The 12 tips will enable you to get on top of all your competitors.
When I say “brainstorming,” I don’t mean racking your brain by doing endless research to find something profound. Online marketing is simple.
Tip #1) Define your vision
- How much do you want to grow?
- What are your key indicators of success?
- How do you measure success? (Number of sales-qualified-leads, new customers acquired, revenue generated per sale, or bottom-line profitability, etc.)
- What are your current plans to fulfill your goals? Are they working now?
- What’s your sales process? (Workflow, SLAs, customer life cycle, etc.)
Tip #2) Define your customer
You may think you’ve done this already. But customers come in all flavors and, more importantly, their habits change. It might help to have a fresh talk with your sales team.
- What is the #1 question your sales team answers most? What are the next four questions?
- What are your customers trying to solve when they contact you? What is their #1 pain point?
- What tends to attract the kind of customers you want; what repels them?
Some treat SEO almost as if it were some mythical topic that only a privileged few can understand, but it’s really not that complicated. SEO today is more about allowing people searching the Internet to find you. It’s becoming less a tactic to try to entice search engines to find you.
Tip #3) Create a keyword list, and include keywords in all page content including:
- Header text.
- Page text.
- Footer text.
Tip #4) Include keywords in page properties.
- Page URL.
- Meta description.
- Individual page header properties.
Tip #5) Use keywords in images.
- Use a keyword in the image name (example: log-home-in-colorado).
- Add a keyword description in the image ALT tag (example: Photo of a log home in Colorado with a mountain view).
Tip #6) Add links from keywords on one page to the same keywords on other pages.
This sounds tricky, but it’s not. Linking across your domain will build SEO authority for your domain. You can interlink between:
- Pages on your website.
- Blog articles.
- Landing pages.
Publishing great content on the web is main key to growing your log homes business.
Want to see results? Publish some premium content, link it to a blog article, and set it up so people have to fill out a form to get the awesome piece of content you have. Bingo. Results. Content is the fuel that drives inbound marketing. Without it, the whole machine shuts down.
Blogging is all about giving your website visitors the information they’re looking for. It’s not about you, your products or services, or what the dog had for lunch today. Save that stuff for Facebook.
Tip # 7) Do business blogging and do it right.
Write articles that solve for your customers. They’re coming to your blog to get answers to their questions, get information, learn how to do things, and learn where else to go for information. If you solve for your potential customers, you become a thought leader to them. There probably is not better way to grow your log homes business.
Tip #8) Blog regularly
You’ll need to pick a blogging frequency that works within your time and budget. If you’re outsourcing, you can blog as often as your budget will permit. If you’re depending on an in-house person, it needs to be a priority. Often, however, it’s not; it’s the last thing this person wants to do.
Tip #9) Keep in mind your target audience.
Don’t just copy what your competitors are doing. Create great content for your customers, not for theirs. The tighter you can blog about some niche you have, the better.
A content offer is a premium piece of content you place on your website that requires a visitor to share a piece of information, such as their name and email address, in order to get that content. Once you have their contact information, you have a lead.
Tip # 10) Create the right content for the right customers.
Again, you’ll need to determine what your potential customers would really like to have. Maybe it’s an e-book, a white paper, a tool, a spreadsheet, case study, webinar, demo, inspection, site visit, etc.
Tip #11) Link to landing pages
Once you’ve begun blogging and have at least one content offer, you’ll want to add a call-to-action (CTA) to each blog article that’s linked to a landing page. Once on the landing page, a visitor will need to fill out that form, surrendering their contact information, giving you a lead.
Once visitors start filling out your forms to get your premium content, you have a lead, but that doesn’t mean they may be ready just yet to buy – especially something like a log home that requires a great deal of time, information, and planning. It’s the “information” that’s the key.
Because the log homes industry is a little different than selling, say, tooth brushes, you have an advantage. What advantage? You can forever be the supplier of information, moving the lead through the customer funnel until they become a sale.
But here’s where things can get dicey. At some point the lead needs to get handed off from Marketing to Sales. You need to have a process in place for that. The CRM we use and like to implement has everyone – from leads to SQLs to customers in one database. That way, key people in both Marketing and Sales have access (this is called, "Smarketing"). From that one database, lists can be segmented (and used for email marketing, etc.) and automated workflows can be generated.
Tip #12) Determine appropriate interaction.
Timing is all-important. You don’t want to push, you want to nurture. You also have to discern the timing of offering more (information, offers, etc.) or trying to close.
If one thing isn’t working, either ditch it or revise it. Always, however, maintain the position of helping and solving.
How Was That?
I hope you are now pointed in a good direction to succeed in your marketing efforts. The Internet is an amazing resource if used correctly.
If you’d like to learn more, or get more free tips, I’d be happy to run a marketing analysis for you and go over it with you. Just click on the graphic below to get started!
Key take-a-ways from this article:
- Any good marketing starts with goal-setting.
- Good SEO is just employing best practices of digital marketing.
- Good content using good keywords will produce good growth.
- Using premium content to generate leads will delight, rather than badger your customers.