(8) Marketing Automation Drives Marketing ROI for Contractors
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Corey Halstead
Owner, HALSTEAD.
Holding the attention of your prospects and reliably capturing leads requires a level of responsiveness that’s just not possible without automation. After all, running a leading design/build firm doesn’t exactly leave for a lot of free time.
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What is Marketing Automation and Why Should You Care as a Remodeling Contractor?
Marketing automation encompasses multiple capabilities, including email marketing, customer relationship management (CRM), and inbound responses like automated follow-up emails sent to prospects based on their engagement with your site.Those are vital tools for meeting customer expectations, and the statistics are overwhelming—the effort to implement marketing automation is not trivial, but the ROI is consistently strong and well worth the effort.
And to feed your marketing platform, your existing data is a potential goldmine. That huge contact database you've built over the years is potential revenue waiting to be unlocked with tools that can leverage that data for big returns.
“By 2021, customers will manage 85% of their relationship [with businesses] without talking to a human.” —Gartner Research
The simple fact is, marketing automation can drive bottom line by delivering the right message, at the right time, to the right prospect (essentially content based on—and mapped to—buyer personas). It’s the most effective way to cut through the noise in today's marketplace.
With automated marketing workflows, your leads are nurtured through their buying journey with content that is truly relevant to their situation. Inbound marketing for the design/build industry gives you the ability to choose precisely which prospect sees which content and to build strong connections with prospects before they become clients.
There are many different levels of marketing automation, and the different options can be sized accordingly to your business size and needs. So don’t write right this off as an enterprise-only line item.
