This is very simple: If you want to demolish your competition, there are only two ways to do it:
- Do what they’re doing, only do it better, or more efficiently.
- Do something entirely different.
Welcome to the world of inbound marketing and leveraging the amazing power of the Internet for growth.
This is equally simple: Inbound will do two things that will cause you to succeed in growing a log homes business:
- It works. Period.
- It's strategic. Campaigns are customized around your goals, not someone else’s, not “one size fits all” like most marketing plans.
Inbound marketing leverages the amazing resource of the Internet to generate more business at a lower cost per lead than conventional or outbound marketing.Inbound marketing is a data-driven, intelligence-based approach to marketing that attracts prospects, converts them into leads, and produces delighted customers (See our infographic: "What is Inbound Marketing"?).
Developing significant ROI in growing a log homes business through inbound is possible because:
- A log homes business is highly photo-centric.
- It's a niche market catering to specialty buyers so customer education is important.
- A log homes business is big ticket sales.
- Inbound marketing for log homes businesses is new; log homes companies are just beginning to realize its potential.
Let's look at the 5 key you can adopt to growing a log homes business through inbound marketing and to getting ahead of your competitors:
Key #1 - Set Goals
Any worthwhile marketing plan, especially with inbound, starts with goal-setting. Before you set out to spend time or money on any aspect of your business, you should have a good idea of the ROI that action will produce. We're not talking about setting any random goals, but setting SMART goals.
SMART goals are:
Want to set your own SMART goals? We've got a short write-up and a FREE template to get you started!
Key #2 - Create a Campaign and Content
Of the 5 steps of inbound marketing for log homes builders, this step has a predictable workflow:
- Create a campaign. Campaigns serve as your outline to keep you on track. They also embody the SMART goals above that you're going to measure in step #5, below.
- Decide on a niche market - keywords. Here you're going to start producing content. You'll want to drill down just a little. Don't create content just using the phrase, "log home." Compared with other industries, for the log homes industry, drilling down and using long-tail keywords is not hard. For example, the keyword, "Eastern Tennessee Log Homes," is very easy to rank for. Go ahead and Google that term. You'll find some builders and some listings, BUT see if you can find anyone with a blog page - anyone creating fresh, educational content. Comment below if you find a company with an active blog, please. What does this mean? It means, start a good blog and your log homes company or agency will be on the coveted page one of organic Google searches every time. What's that worth?
- Write at least one blog article per week.
Key #3 - Create an Offer
A core element with inbound marketing is to attract leads. The best way to attract is to give something away via an offer on your website.
To develop an offer:
- Decide who your ideal customer is.
- Put yourself in their shoes: What could you give a away that would be of value to that customer?
- Make it easy for the website visitor to get your offer. Perhaps create a downloadable e-book with a catchy title such as, "The 25 Keys to Successful Shopping for a Log Home."
Keep in mind your offer must attract, offer value, and educate your potential customer.
Key #4 - Develop a CTA and Landing Pages
A call to action (CTA) is simply a button or clickable image on a web page allowing a visitor to collect the offer you created in step #2. A CTA will link to a landing page. A landing page has only one purpose: To capture a little information from your visitor. Once your visitor fills out the form, they'll be redirected to another kind of landing page called a thank you page, where they can obtain or download your offer.
At this point, you're actually doing inbound marketing. You have created a lead-generation process and now are headed to this most important step: Metrics.
Key #5 - Measure Everything
Inbound is all about metrics. The whole idea is to measure ROI. So many marketers measure nothing. That's okay, except for one thing: If something is not working or could be working better, you'd never know unless you track and measure.
Most search engines, such as Google, have free metrics tools. You have to pay for tools that are specific to inbound marketing.
Key take-a-ways from this blog article:
- Inbound marketing for a log homes business has a far low cost per lead (CPW) than conventional marketing does.
- After setting goals, the substance of inbound is creating fresh, educational content.
- Track everything to keep yourself on track, and to know the ROI you're achieving.