The good news: everyone needs insulation and most, especially if they live in an older home, will probably need to update their insulation. The bad news: if you’re not marketing effectively then it is going to be quite hard for potential customers to find you. So, what are some smart ways that you can market your insulation company, get the word out there, and draw in more customers?
Every initiative both by sales and marketing teams revolves around attracting, engaging, and delighting customers so they turn into lifelong buyers and provide more referrals. To keep growing your insulation business, there needs to be a substantial and smart investment to achieve a high ROI in marketing and sales efforts focused on generating and converting leads.
According to research by Harvard, over 45 million residences in the United States were found to be in under-insulated conditions, presenting many opportunities for insulation contractor jobs out there in an already large and growing field.
There are plenty of options as far as where to apply your marketing efforts. To keep it focused, here are a couple of marketing ideas that your sales and marketing teams can use to boost sales and increase revenue:
What’s even more ironic is the twist this has put on phone conversations. In fact, people tend to hate picking up the phone from unknown numbers now. And on the flip side, there’s a source of comfort some people find when they realize they don’t have to worry about speaking with someone on a phone call.
Insulation Thought Leadership
A blog is a perfect starting point for your website as consistent insulation related content positions your company as a thought leader and reputable contractor in the area. A grand majority of customers are doing digital research before choosing a business to work with and a blog is one of the biggest influencers in their decision.
To be consistent about your blog here are some tips:
- Have people within your sales and marketing or even executive team write one blog a quarter. Having multiple authors can help diversify opinions and provide legitimacy to the employees of your company within the insulation industry.
- Outsource your blog if it’s too much of a workload. Content Panel is an inexpensive option to release thoughtful and well-researched content consistently.
- Hire a copywriter. They don’t have to do just blogs but giving someone the ownership of content can help relieve any worry about providing content with a single tone of voice and on a regular basis.
Invest in Creating and Sharing Compelling Content
You’re creating content. Now what? Marketing is one of the most important contributors to the sales funnel as it generates demand and awareness about your brand in your community, which inherently boosts sales. However, marketing requires an investment of time, effort, and funds. Results won’t be quick. It takes a good strategy and a consistent trial-and-error testing to find a long-term success. However, it can help expand your insulation business tremendously when done well.
Whether you decide to outsource your marketing efforts or grow your marketing team internally, there are ways to get your business’s name and content out for customers to see. The goal is to attract your target market and eventually convert them into a business opportunity.
- Website – Make sure your website is mobile-friendly and fast-loading. Create a site that tells a story without too much copy or distracting imagery. Design a site around the customer’s experience and expectations. Have images of previous installations, insulation facts, and make sure your logo is prominently displayed to remind customers of who you are.
- SEO – Through blog content and your website, you can organically attract your target market through search engine optimization (SEO). Additionally, a person may not immediately search for a list of insulation companies. Instead, they will try to find more information on the problem they have. For example, a user may search “insulation foam costs” or something similar. Search engines will then try to provide the user with the information-rich content that is relevant to the search query. If your website has relevant and quality information, your website will rank higher for the search term, and this is how insulation search engine optimization can generate more leads for your business.
- Local search – When someone notices an issue with their building’s insulation, they will typically do an online search. Make sure when building out SEO to consider what your local customers are searching for (e.g. Insulation experts in San Diego).
- PPC (pay per click) – if you’ve given a lot of effort toward your website and content, the goal is to get your market to read it. Sometimes, it means putting yourself out there above the rest through pay per click campaigns via Google Ads. Monitor and optimize conversion rates regularly and see if PPC is successful for your website traffic and lead generation.
- Direct Mail/Email – Think of this as making a delivery to your market. If you’re going for a targeted area, sending direct mail and collateral with special offers can be influential for brand awareness. If it’s not in the budget, email is a great way to deliver your content and value to customers digitally.
- Social Media – It’s free. It’s where everyone in your target market is collaborating. It’s a no-brainer. The main investment here is the time that it takes to consistently post, engage, and create the copy. If you do it, you’ll see a lot more customers finding out more about your business and what it can do for them.
Every customer loves a good deal and they especially love deals they can’t say no to. Create incentives (discounts, freebies, etc) to entice prospects to do business with your company. Offer a welcome relief to your customers but make sure that every promo has an expiration date. That way you make it clear that the relief has a limited window of opportunity and they’d better take advantage of it now. Even offering payment plans can get you ahead of your competition.
Boost Sales with Lead Follow-Up and Nurturing
Following up with leads quickly is a must. It can be the difference between getting new customers and losing them to the competition. People are impatient and tend to go to the brand that caters to their needs the quickest. So, if a lead is coming in at 7 pm on a Friday and no one gets back to them until Monday, you’re risking the lead changing their mind.
Some leads are just looking as they are planning. This is why nurturing your leads for at least six months is also a necessity. There is gold in your database and if it’s sitting untouched, that’s just missed opportunities.
Adding the Verse solution to your martech can be a catalyst in making more sales possible.
Verse.io is a next-generation lead conversion platform for engaging, qualifying, nurturing, and converting inbound leads into new clients for our insulation customers. We serve as an extension of your team. Our AI technology and human concierges help businesses with processing new leads and re-engage old leads generated by your Marketing, book appointments with and make call transfers to your Sales, and make your company appear much bigger and more professional to your customers.