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Outbuilding Manufacturing Industry Email Marketing 101: Nurture Your Leads

House Movers Email Marketing 101: Nurture Your Leads

An email campaign effort justifies only itself by understanding the following Key Performance Indicators: open rate, click rate and of sometimes conversion rate (not always predefined as a sale).

Corporate looking email for brand awareness campaign does not justify the cost of the effort if conversion goals or KPI targets are not predefined.

SMS marketing helps build an email list while email subscriptions provide valuable insights for sending personalized messages to SMS recipients.

SMS vs. Email Marketing

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Optimize your KPIs

Email marketing 101. Our agency wants to make sure our clients are familiar with their email open rate, click rate, conversion rate (call or purchase) and unsubscribe rate. We keep the “bounce rate” KPI for our systems. We use it to keep your email lists clean and optimize your campaigns, as well as to avoid false counts for your KPI.

Now open rate, which is the first KPI in the lead journey, can be optimized with deliverability and infrastructure auditing. Dynamic subject lines including updated prices and current sales name can also be added.

Urgency can be used and “called” on the final days of the sales. This will both have a positive effect on the open and click rate KPI. We find that these strategies will help us get the attentions of stragglers that wait the final hours of the sales to pull the trigger. We do not need to change any our email templates for these. New value can easily be injected the scheduled emails using bulk actions if your email autoresponder allows dynamic content and bulk actions.

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KPI tips and tricks

Here is an example with a countdown and dynamic product types based on the logistic requirements for shipping those. We also combine traditional charm pricing strategies such as digit drop, coupons, seasonal offers, etc.

Why are KPIs important?

KPIs are important because they provide metrics to create effective email campaigns that successfully connect with the business's audience, grow customer base, make sales and increase overall revenue for the business. Here are ways KPIs help a business:

Improve strategy
By tracking metrics such as KPIs for emails, a business can assess the strengths and weaknesses of its marketing campaign. This is important to help make monetary and time investments that offer a good return. When a marketing team discovers that certain email content, including subject line, call to action and images, video or text within an email, receives the desired result, they can repeat this success with similar content. Also, when KPIs reveal a weakness in the campaign strategy, marketing teams can determine what causes this and improve their content or their technique.

Track consumer opinions
KPIs can help track the opinions of consumers. Knowing what consumers like and dislike helps marketers create content, adjust campaign strategy and create better products or services for their customers.

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Outbuilding Manufacturing Industry: Best Marketing KPIs to Follow

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Building Mover Industry: Best Marketing KPIs to Follow

Pay-per-click can be daunting because of the complexity in managing it and the management and ad spends costs involved. There are a lot of moving parts and most PPC account executives can’t even begin to explain what is involved in a “modified broad match” strategy on Google Ads for example. Most clients will stick to Key Performance Indicators so will the account executive that manages it. This requires trusts in the PPC management agency and in their understanding of your online and offline offer.

It rarely is the case that an agency can understand the offer of a vast portfolio of clients. It’s a lot of work. That’s why our agency only specializes in the outbuilding construction niche. When talking about the success of an account, it is important to segment out campaigns by the intent of the searcher. In this case, outbuilding construction branded traffic should be a lot more valuable than non-branded traffic, meaning we should look at it differently. In other words, leads looking for “your-company-name barn” are higher intent.

Google is the most trusted publisher among advertisers with a 98% trust index rating.

Pay Per Click Marketing

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List of KPIs to track

We make sure that we provide at least the following to our clients:

Total Leads
Overall Conversion Rate
Online Conversion Rate
Phone+In Person Conversion Rate
Cost per Lead
Cost per New Order

Total Sales
Online Sales
In person

Ad Spend
Google Ads
GA/YT Video Ads
Bing
Facebook
Pinterest
TOTAL

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Tracking tips

The main challenge remains tracking throughout the different channels. This often requires custom tracking solutions but a cost effective way is to use spreadsheet for logging all entries and matching ID on a single line to get an aggregation of the metadata. That data can be interpreted for insights and actionables.

We also have keep more advanced segmentations of KPI for internal use. We often use those for weekly calls and weekly KPI reports. For example: Calls By Source, Raw Leads, Qualified Leads, Ratio per Sales Period e.g. Groundhog Day Sales.

What is a KPI?

Key Performance Indicators are used for every marketing channel to measure the performance of your activities, but when we talk about a PPC campaign, KPIs are indispensable, being the only way to evaluate the efficiency of your ads. Understanding key performance indicators should be the basis for anybody who decides to work with PPC advertising.

Tracking PPC KPIs is like stepping on the scale. It’s a way to track your PPC ad performance to make sure the ads are effective. According to research, 97% of Google Ad campaigns fail without proper analytics.

Despite the importance of monitoring performance, 72% of companies haven’t even looked at their PPC campaigns in over a month! If you’re a part of that 72%, it’s time to take a deeper look.

 
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PPC is a huge business driver for 74% of brands.

PPC Statistics 2022

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SMS/AI Client Nurturing

Post-shipping: in touch with the destination

Staying one step ahead during delivery sometimes taking up to 6 weeks for building being shipped over the road. Proving another point-of-contact to prevent miscommunications and handle efficiently missing, broken or wrong parts being shipped.

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Finding Success In Personalized SMS Solutions for Your Call Center

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Finding Success In Personalized SMS Solutions for Your Call Center

When first considering SMS marketing, your company marketing executive typically has some sort of message broadcasts marketing copy in mind for a promotion (with promo codes or even interactive bots for call center transfer). These strategies are good but they only scratch the surface.

Since email marketing automations is now widely used in ecommerce, message workflows, triggers and metadata aggregation for personalizing the communication for text is now available. These assets and much more can all be used in SMS messaging.

90% of customers prefer text messages over direct phone calls.

Text Messaging Statistics 2022

smscomparison.com

Connect marketing channels to sales closing

High ticket sales mostly happens when a client speaks to a sales representative on the phone. Hence, closing the gap between the marketing campaign channel and the main closing communication channel makes more sense. In other words, cross-channel retargeting is important but it should not be the core strategy whenever possible, to avoid leaking leads out of the funnels.

Evidently SMS text message is a shorter 1-on-1 genre leveraging existing informal communication styles*. Keep in mind that a corporate style of communication might not work best for this channel and put off the end receiver.

Conversely personalized message, with personal triggers will always achieve better reply and clickthrough rates compared to SMS mass broadcasts. The latter does not depend on audience segment retargeting as the first one which makes it a more appropriate and specialized form of communication for ACTION BASED call to action as oppose to brand awareness campaigns often used by U.S. political candidates.

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Use dynamic elements

Look at these examples of SMS copy. These were created with dynamic sales names and ending sales dates for urgency. We also use the first name of each lead as well as a non-specific gender sales representative first names. These are from personalized SMS series that are triggered and selected based on the location of the lead. We incentivize those zip code on our forms or set them up at the geographic settings level of the PPC ads campaigns.

For this particular client, a tiny house & sheds company from Vermont offers fully assembled building within a 200 miles radius and only Pre-cut Kits outside of that radius. Because we have systems that detects the delivery location, only one or the other will be triggered as part of our segmentation providing only a suitable segment of the current offers to leads.

Statistics have shown that 98% of all text messages are opened, and 95% of SMS messages are opened and responded to within 3 minutes of being delivered.

Text Messaging Statistics 2022

smscomparison.com

SMS is very effective

While Short Message Service (SMS) Marketing is an enormously effective way to reach your target audience, it must be done with transparency and strategy. Crafting an SMS marketing copy that converts your interested prospects into paying customers is more complicated than writing a 160-character shipping notice or access code.

When it comes to marketing and customer support, SMS is a very effective medium. The short format of text messages allows you to get straight to the point, offering the most important information at the right time.

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SMS Sales Funnel: Best for Outbuilding Manufacturing Brands

Digital Sales Funnel

SMS Sales Funnel: Best for House Mover Brands

The term funnel has been around for a while but started gaining popularity with the rise in importance of digital marketing channels. Clickfunnels and Russell Brunson certainly contributed to help making funnel creation possible for a wider audience his book Dotcom Secrets: The Underground Playbook for Growing Your Company Online with Sales Funnels.

Nurtured leads spend 47% more than non-nurtured leads.

Lead Generation Statistics 2022

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SMS & call integration for high-ticket sales

Lion Sales Funnels specializes in high ticket funnels that requires a lot of educational content or well organized information (such as shipping logistics) to bring about a conversion. These conversions are normally done on a call so our flagship funnels provide most ROI with our Boom-o-Rang SMS/AI platform (SMS and Calls work together).

Call tracking with Dynamic Telephone Number Insertion provides a new range of metadata aggregation available to your systems: all the information we need to create far more meaningful touchpoints with personalized automated targeted information delivery with scheduled/triggered text messages.

content marketing funnel
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3 Phases of content marketing

Take this example for post and beam pre-cut kit builds shipped all around the U.S. by a tiny house & sheds company from Vermont. Their product requires a lot of nurturing and information.

We categorize content in 3 main phases of a Smart Content Marketing Lifecycle. These are: AWARENESS, EVALUATION and CONVERSION

49% of B2C organizations outsource at least some content marketing activities.

Content Marketing Statistics 2022

focusintoprofits.com

Why is a digital funnel important?

A digital funnel can be very beneficial to your business. It can benefit your business in the following ways:

Get more targeted leads – With a funnel in place, the users who make it to the end of the funnel will be highly qualified.

Nurture customers for an easier sales experience – When you speak to customers at multiple parts of the funnel, you’ll easily progress them from visitor to customer. A proper funnel is all about providing value, not a hard and direct sales process.

Increased revenue – Most aspects of the digital marketing sales funnel can be automated, which means your business can make more sales with less effort.

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Guide to Influencer Marketing: Building Your Brand

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Guide to Influencer Marketing: Building Your Brand

YouTube influencer funnels are great when proper research has been made to find your existing compatible influencer's audience. If your are looking to tap or expand into the DIY outbuilding construction market, DIY influencers relates well often showcasing their passionate lifestyles and day to day life.

With that type of content from existing influencer clients (with a special deal) this will bring ROI results worth of a commission to an influencer.

7 out of 10 YouTube star subscribers relate better to their favorite YouTubers more than TV movie stars.

YouTube Marketing Influencer Statistics 2022

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How influencers operate

Influencers generally work on a discount + commission basis. A referral link in the YouTube video description leading to a product configuration tracks sales to the product they are themselves using or building; a barn construction kit for example.

Every lead that clicks one of those links that generates inbound calls and sales ads up to the influencer's affiliate account. Of course tracking must be in place before starting those campaigns. We do not want to rely on a client's information to know where the referral came from, a unique referral ID is much more reliable and transparent for the influencer.

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An example of an influencer

Here is a case study of a past influencer campaign we did for a tiny house & sheds company in Vermont. Al Lumnah is a YouTube influencer that presents himself, his wife, kids (and their silly dogs!) as "Modern Steaders".

They "love homesteading and the control it offers them for growing their own food, raising their own animals and of course the FREEDOM it provides." They present a relatable story branding narrative with a nicely targeted "DIY, self-sufficient, off-grid, dedicated and intense fanbase".

They contacted the client directly because they were interested in a 16x30' Post & Beam Barn Kit Build. The couple did a series of video including time-lapses and visit to the Vermont factory.

This was viewed by their 300k highly targeted YouTube subscribers. The organic views from YouTube organic searches are adding up to a whopping 12 millions views for the time-lapse video alone at the time of publication of this blog article.

Influencers grow your brand

Influencers have incredible sway when it comes to familiarizing their audience with your brand identity. Their storytelling and presentation skills are the perfect vehicles for everything from initial product introduction to in-depth tutorials that help consumers understand complicated features and benefits.

Awareness tactics are far more subtle (and effective) than they used to be. The outdated model of brands relying on heavy-handed sales pitches and promotional messages is changing to a more nuanced approach, with influencers who can seamlessly weave brand messaging into their own tone and language.

Broad-based awareness campaigns now have a personal touch: Influencers will often share photos or stories that involve their own authentic experience with a product or service.

 
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Influencer funnel stages

Top Of Funnel: Awareness

Mid-Funnel: Engagement

Bottom Of The Funnel: Action

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Best Social Media Campaigns for Outbuilding Manufacturing

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Best Social Media Campaigns for House Mover Companies

Most outbuilding construction companies have substandard social media marketing strategy. If you are ahead in the curb, good for you, this article will provide some upper level information specialized for outbuilding construction companies, but also for the retail sector in general, specifically high ticket sales.

Social Media presence does not generate a predictable source of qualified high ticket leads.

Lead Generation Statistics 2022

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Social media misconceptions

A common misconception from our clients in high ticket sales is that leads will "look for" vendors on Facebook. Even though admin staff in B2B often look on Facebook for vendors "reviews", a B2C lead will not look beyond social proof after having made up his or her mind on the vendor choice.

Social media is a form of social proof but not a lead generation channel. Referral in B2C high ticket sales is not a "significant source" of qualified leads leading to sales (needs source), but helps the sales, given that the demographic is on Facebook (which is often not the case in high ticket sales).

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What content to post?

Here is a couple suggestions that will bring engagement to a social media page. Keep in mind that there isn't general a way to track the direct results in sales (contrary to what many so called social media manager would like us to believe). Social Media Campaign do not generally bring high ticket sales, the models confirms this.

We'll review this model after these common examples that at first glance look like a great investment. Testimonial posts. Survey question post. Quote Post. Staff Award Posts. Company Lifestyle Posts. Product Purpose of Usage post. Video content is great for recruiting on social media, but beyond brand exposure, a Facebook company page will not be a source of high ticket leads and here is a few example for your typical client lifecycle to explain why:

Think twice before investing...

Social media marketing isn’t what it used to be. The landscape is vastly changing. As tempting as those sponsored posts are, there are some things you need to be aware of before investing your time and money in social media marketing, especially as the main marketing effort for your business.

Social media marketing can help your business but don’t buy into the belief that it’s the most important part of your marketing efforts.

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Social media is not meant to for marketing

The first word in social media is “social.” Most social media algorithms have been programmed to prioritize content from personal profiles in the newsfeed. As cool as our products and services are, people don’t come to social media to be marketed to. They want to see what their friends and favorite influencers are up to.

 

Social media platforms know if they deliver what users want, they will better be able to retain those users. The more time they spend in the platform, the better. So your business page is at a disadvantage from the start.

More than 80% of leads generated through social media come from LinkedIn.

Lead Generation Statistics 2022

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