Website Design for Builders & Remodelers in 2023Small and local building & remodeling companies need to be able to adapt and change to meet the needs of the modern customer persona and good website design is the keystone element of a larger wider strategy
Small Builders & Remodelers Need A Website That Is More Than Just A Modern Day Yellow Pages Listing…
While having a website is essential like having a Yellow Pages listing once was back in the last century a website without a Digital Marketing Strategy is like having a boat without a sail or rudder. I can develop a great web design for your website but to really succeed and attract clients you need a broader marketing vision. Think of a digital marketing strategy as the planned flow of actions through selected online marketing channels that helps you achieve your company goals in reaching out to and eventually landing new clients.
John Jantsch is a marketing expert and the author of “Duct Tape Marketing ,” a popular book that outlines a marketing approach called the “Strategy-First Methodology.” The methodology is designed to help businesses develop a strategic marketing plan before implementing any marketing tactics. Here’s an overview of the key components of the Strategy-First Methodology:
- Foundation of Strategy: The methodology emphasizes the importance of building a solid foundation of strategy before diving into specific marketing tactics. This includes understanding your target audience, defining your unique value proposition, and clarifying your long-term objectives.
- Ideal Customer Profile (ICP): Identifying and understanding your ideal customer profile is crucial in this methodology. It involves creating a detailed profile of your target audience, including demographics, psychographics, pain points, and buying behavior.
- Core Messaging and Value Proposition: Craft a clear and compelling message that communicates your unique value proposition and resonates with your ideal customers. This message should highlight how your product or service addresses their specific needs and challenges.
- Marketing Strategy: Develop a comprehensive marketing strategy that aligns with your core messaging and value proposition. This includes selecting appropriate marketing channels, setting objectives, defining metrics for success, and creating a plan to reach your target audience effectively.
- Lead Generation and Conversion: Implement tactics to generate leads and convert them into customers. This could involve content marketing, email marketing, social media engagement, and other strategies tailored to your target audience.
- Customer Experience and Retention: Focus on creating a positive customer experience to encourage repeat business and referrals. Delight your customers, gather feedback, and continuously improve your products or services based on their needs and preferences.
- Measurement and Analysis: Continuously monitor and analyze the performance of your marketing efforts. Use relevant metrics to assess the effectiveness of your strategies and tactics, and adjust your approach as needed to optimize results.
By following this methodology, businesses can build a strong strategic foundation that guides their marketing efforts, ensuring they are targeted, effective, and aligned with the needs and preferences of their ideal customers.
What Is A Strategy First Program?
Beginning projects with a strategy first program gives me and any team I may assemble enough time (typically a 4 month engagement) to compose thoughtful solutions that support you businesses’ business needs and goals.
What Does The Paradigm Projects Strategy First Discovery Process Look Like?
The discovery process involves a series of steps aimed at gaining a deep understanding of your business, your target audience, and your unique value proposition and just who your customers are going to be. Here’s an overview of what the typical discovery process typically looks like:
Initial Consultation and Goal Setting:
- Begin with an initial consultation to understand the current state of the business, its goals, challenges, and aspirations.
- Discuss what success looks like and set clear objectives for the discovery process.
SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats):
- Conduct a comprehensive SWOT analysis to identify the internal strengths and weaknesses of the business and external opportunities and threats in the market.
- Analyze the company’s resources, capabilities, market positioning, and competition.
Ideal Customer Profile (ICP) Workshop:
- Facilitate a workshop or series of discussions to define and understand the ideal customer profile (ICP) or target audience.
- Identify demographics, psychographics, pain points, goals, and challenges of the target audience.
Competitive Landscape Analysis:
- Analyze the competitive landscape to understand where the business stands in relation to its competitors.
- Identify the strengths and weaknesses of competitors and opportunities for differentiation.
Brand Messaging and Value Proposition Development:
- Work on crafting a clear and compelling brand message and value proposition that aligns with the ICP and sets the business apart in the market.
- Define key messages that resonate with the target audience and communicate the unique benefits of the product or service.
Marketing Strategy Workshop:
- Conduct a workshop to define the overarching marketing strategy based on the ICP, brand messaging, and value proposition.
- Determine the marketing channels, content strategy, distribution methods, and engagement tactics that will be most effective in reaching and engaging the target audience.
Tactical Implementation Planning:
- Develop a tactical plan that aligns with the marketing strategy, outlining specific action steps, timelines, and responsibilities.
- Determine how to integrate various marketing tactics cohesively to achieve the defined objectives.
Measurement and Analysis Strategy:
- Create a plan for measuring the effectiveness of marketing efforts, outlining key performance indicators (KPIs) and metrics to track.
- Establish a system for ongoing analysis and optimization based on the data collected.
The goal of this discovery process is to equip businesses with a strategic marketing plan that aligns with their objectives and is tailored to effectively reach and engage their target audience. It’s about laying a strong foundation to guide the marketing initiatives and drive successful outcomes.
What’s the Difference Between A Start-Up and A Business That has Been Around For A Few Years?
The Strategy First approaches for a small business owner that already has a logo design, website, FaceBook page, and a Google My Business profile versus some just starting out in the business of building and/or remodeling while most sharing many similarites are just not the same so I have two different program approaches.
Let’s Get Started…
Or We Can Talk First About What You Options Are and What I Think Is Your Best Course of Action…
Schedule a Zoom Meeting with Jerrald Hayes of Paradigm Projects & The Small Business Systems Co.
I am in kidney dialysis treatment MWF until around noon but otherwise I am generally at my desk between the hours of 8am to 5:30pm EST (unless I am outside playing with my dog) and sometimes when I feel like I’m on a role into the evening too so if you would like to give me a phone call and talk to me about your project ideas please do and feel free to leave a message.
Address: 138 Waterville Road, Avon, CT 06001
General Business Hours: 8:00am – 5:30pm M-F, 9:00am – 4:00pm S-S on occasion.
Does The Paradigm Projects Strategy First Program Involve Setting Up a Marketing Funnel?
Yes it does. And depending upon what your service of product offereings are there may be more than one funnel. Marketing funnels are an integral part of the overall marketing strategy. A marketing funnel, also known as a sales funnel, represents the customer’s journey through the different stages of the buying process. It helps visualize and understand how potential customers move from awareness of a product or service to making a purchase decision. Here’s how marketing funnels fit into the Strategy-First Methodology:
Understanding the Funnel Stages:
- The methodology starts with a deep understanding of the customer journey and the various stages they go through during the buying process. These stages typically include awareness, interest, consideration, and decision.
Mapping Content and Tactics to the Funnel:
- Once the funnel stages are defined, the methodology involves aligning marketing content and tactics to each stage of the funnel.
- Content and strategies are tailored to address the specific needs, questions, and concerns of customers at each stage.
Creating a Cohesive Customer Experience:
- The goal is to create a seamless and cohesive customer experience throughout the funnel.
- Content and interactions are designed to guide customers from one stage to the next, providing them with valuable information and building trust and interest in the process.
Optimizing Conversion Rates:
- The Strategy-First Methodology emphasizes optimizing conversion rates at each stage of the funnel.
- Strategies are developed to encourage prospects to take desired actions, whether it’s signing up for a newsletter, requesting more information, or making a purchase.
Measuring and Analyzing Funnel Performance:
- A critical aspect of the methodology involves measuring the performance of the marketing funnel using relevant metrics and KPIs.
- Data analysis helps identify bottlenecks, areas for improvement, and opportunities to enhance the funnel’s effectiveness.
Iterative Refinement of the Funnel:
- Based on the data and insights gathered, the marketing funnel is continuously refined and optimized to improve the overall customer journey and drive better results.
The marketing funnel is a strategic tool within the Strategy-First Methodology, enabling businesses to guide potential customers through a structured and purposeful journey that ultimately leads to conversions and business growth. It ensures that marketing efforts are targeted and effective at every stage of the customer’s interaction with the brand.
Marketing/Sales Funnel Stages
The Awareness Stage
- What does you team do now to encourage brand awareness
- What could you be doing better or more of?
- Can you team define you brands persona?
- Make a high-level assessment of your involvement in social media, blogging, and trade shows, and include that assesement in you document to remind your team of areas you could improve
The Tools Used to Build Barand Awareness
- Ad campaigns
- Paid Search
- Social media
- Events/trade shows
- Press Releases
- Blog Posts
The Interest Stage
- Are you tracking reviews, targeted emails or newsletters, and Brandon gauge meant with paid search and paid social?
- Outlining a big picture plan of all the interest phase unites smaller task under one larger goal and could reveal gaps that inspire process requirement on other levels
The Tools Used to Build Interest In Your Brand
- Landing Pages
- Product Descriptions
- Targeted Content Videos
The Consideration Stage
- What does you brand do to help customers throught the consideration phase?
- When was the last time you looked at what comptetitors were doing to give potential buyers more information about their prroducts?
- Outline a plan or change a stale existing one to make sure you customers have a chance to experience your product of service with incentives like free trails befor have to commit to it.
The Tools Used to Build Consideration Of Your Brand
- Case Studies
- Product Reviews
- Product Comparisons
- Free Trails/Demos
- Special Offers
The Purchase Stage
- What constitutes commitment for your brand? Is it a customer putting an item in a shopping cart or signing up for a specfic service?
- Define the point at which you consider a customer “committed” and then list any steps you take (or would like to take) to help them get there.
The Tools Used in the Purchase Stage of Your Brand
- Your Company App
- Sales Page
- Special Offers
The Retention Stage
- Does your brand have a specific strategy for customer retention? If so outline it here.
- If not figure out what that strategy should be.
The Tools Used in the Retention Stage of Your Brand
- EMail Newsletter
- Support Articles
- Blog Posts
- Special Offeres