Diversified or Crucified!
Just as a well balanced diet provides enough energy and nutrition for the optimal growth and development of a human being, so does a properly equalized and diversified portfolio of lead generation lend to the stability and growth potential of a home improvement company. When the human body is lacking certain vitamins and minerals as result of what it is being fed, it can become vulnerable to illness, disease, or even death. I have found that a similar phenomenon is true for remodeling companies as well.
Depending upon our backgrounds and experience, we business owners often have strengths in one particular area of marketing. For example, many who got their start in the industry by knocking on doors to set appointments, have an excellent handle on that type of lead generation. However, when the daylight diminishes and the bitter cold sets in, canvassing efforts can yield diminishing returns. By the same token, companies who have found a niche in advertising on television often find themselves in a pickle when political campaigns and other factors cause normal advertising rates to sky rocket well outside the scope of affordability. Lastly, some companies thrive at trade shows with large, elaborate exhibits that really draw a crowd and produce results. These shows can sometimes contribute to a third of a company’s annual revenues. However, in between such shows the company and the staff are often so starved for business that unnecessary turnover and related issues can result from the lull in business.
To avoid these types of scenarios it is imperative that we find a way to diversify our marketing efforts with a wide array of lead types. First you will want to analyze what is working for you. Second, you will want to take a look at the downside or the negative aspect of being so dependent on that primary lead source. Then you will want to make a logical choice regarding a new marketing effort that will help neutralize or balance out any weakness associated with your current forms of marketing.
Allow me to elaborate. Many of my clients are among the top 100 remodelers in the country. Most of which do an excellent job with inbound media. Some have outstanding television and radio campaigns, while others excel with direct mail, internet, and print media. Never the less, they have all found a way to make the phone ring…. most of the time… What about those times when the phone doesn’t ring? Is it dangerous to have so much of the marketing budget devoted strictly towards inbound marketing efforts? Expert advisers would say yes!
The above may have you guessing about what types of outbound marketing are truly viable enough to help you diversify. Therefore I have prepared a short list of recent trends that have been working well for companies from coast to coast to help them proliferate their marketing mix:
- Shows, Fairs & Events
- Big Box Store Kiosks
- Local Retail Store Kiosks
- Warm Call Telemarketing (radius calling around job sites)
Once you have selected a new lead source to add to your existing assortment, there is one last thing to keep in mind. Change is difficult, even when it is what is best for your organization. Just as the body of a long-time vegetarian will violently reject its first steak dinner, so will your company struggle to acclimate towards a foreign lead source. Therefore it is imperative to persist beyond the initial struggles associated with the unfamiliar leads as they are often a huge opportunity for a healthy stable future. For further assistance incorporating and assimilating new lead sources in to your business, feel free to contact me personally.