Welcome back! I trust that the first entry in this three-part series sparked at least a small amount of interest, and I hope the following ideas continue to be thought provoking as you take a deeper look into your marketing efforts and resource allocation. My first post focused on the theory of mass email sends. In this installment, we will take a deeper look into “sales and marketing” and how your website is helping your sales team.
Your definition of “Sales and Marketing”
Many construction companies today believe sales and marketing are foreign terms, reserved for the world of retail and B2C business. It used to be good enough to submit a bid and hope your set of pricing and plans would be the winner. In her article, “Defining Sales and Marketing,” Kim Gordon shares an intriguing statistic:
“It takes approximately eight contacts or more with a single prospect before the average sale is closed.”
I encourage you to think about the deals your business has won and lost over the years and how the amount of contact with a prospect/lead factored into winning or losing that new business. I would be surprised if you recalled anything other than a positive correlation between building a relationship through constant engagement with a lead and eventually closing a deal.
Right On Interactive can aid you in linking your marketing efforts with your sales efforts in order to build relationships early, making the bid process a mere formality.
You have a new website, so what?
To have an inviting and informative website is a good first step, but how are you currently using your website to generate leads and revenue? You most likely have some sort of tracking or analytics that tells you what pages are most popular on your website, but what would it mean for you to be able to see who was looking at which pages on your website for how long and from what source?
Right On Interactive will augment your current website marketing by tracking all visitors, their pages visited, length of visit on each page, and the source that brought them to your site. That information is available on a dashboard in the platform, and you can also receive reports daily of both identified and anonymous website visitors. Think about the power and value of knowing a lead that you once considered to be “cold” or “dead” started coming back to your website and researching your past projects and testimonials.
Up next is the conclusion to this series in which we will analyze how you compete in the bid process and lead management.