The Fence Builder’s Guide to the Marketing Arsenal: Measure and Leverage Your Marketing for Success

Introduction: The Power of the Marketing Arsenal

In the journey of mastering fence builder marketing for your fence business, you’ve already encountered concepts like Unique Selling Points (USPs), Offers, and Platforms. Now, it's time to dive into practical marketing tactics, collectively known as the Marketing Arsenal. This chapter will provide insights into the various forms of marketing exposure, how to effectively utilize them, and, crucially, how to measure their impact to ensure your marketing efforts are driving growth.

Understanding the Marketing Arsenal

The Marketing Arsenal consists of various marketing methods and tactics designed to give your business exposure and drive growth. Most fence companies are familiar with these concepts, but often manage them incorrectly, leading to ineffective campaigns. The key is to understand that the Marketing Arsenal is only part of the overall fence marketing strategy and must be integrated with other elements like USPs, Offers, and Platforms.

The Marketing Arsenal Weapons

Here’s a breakdown of some of the most effective marketing methods for fence builders, along with brief explanations of how they work.

Online Marketing Arsenal Weapons

1. Search Engine Optimization (SEO):

  SEO helps your website rank higher in organic (free) search engine results. This involves optimizing your website to be mobile-friendly, error-free, and fast. It also includes optimizing meta settings, creating unique content, and building backlinks. Properly executed SEO can drive significant free traffic to your website.

2. Local Search Marketing:

  This involves optimizing your Google business listings and verifying your company information across multiple directories. It also includes building citations, optimizing your website’s local SEO, and leveraging social media communication. High rankings in local search results can generate substantial local traffic and phone calls.

3. Content Marketing: 

  Creating a blog on your website and regularly posting content targeting your geographic area can boost organic traffic. For instance, if you’re a fence builder in Orlando, write posts about your services in Orlando and its suburbs. Regular content updates can increase organic traffic by 55%.

4. Pay Per Click (PPC) Marketing: 

  These are paid ads on search engines like Google. PPC involves creating targeted ads and landing pages to drive traffic and conversions. Remarketing ads can also bring prospects back to your website.

5. Social Media Marketing:

  Creating and optimizing business profiles on social media platforms, sharing content, and running ads can help grow your following and attract new customers.

Offline Marketing Arsenal Weapons

1. Direct Mail Marketing (EDDM):

  Every Door Direct Mail (EDDM) by the United States Postal Service targets specific neighborhoods with your marketing materials. This is effective for promoting specific products or services.

2. Print Marketing:

  Advertising in local magazines or coupon books can generate a positive return on investment if done correctly.

Leveraging the Marketing Arsenal Effectively

While there are many marketing methods available, it’s crucial to focus on the ones that offer the highest return on investment. For fence builders, the online marketing strategies listed above can generate thousands of new visitors annually with a modest budget. By incorporating USPs and Offers into your marketing, you can maximize lead generation and conversion rates.

The Common Marketing Misconceptions

Many fence builders believe they need a bigger marketing budget or better branding to grow. However, today’s consumers are adept at ignoring traditional ads. The key is not to “get your name out there” but to implement measurable marketing strategies that provide clear data on what works and what doesn’t.

The Importance of Measuring Marketing Efforts

Most businesses don’t measure their marketing effectiveness correctly, leading to significant budget wastage. Accurate measurement allows you to see which marketing methods are driving revenue and which aren’t, enabling you to allocate your budget more effectively.

Measuring Online Marketing

To measure website traffic, you need to install analytics tracking codes and use UTM tracking links in all your ads. This helps you see where your website visitors are coming from and how they interact with your site. Conversion metrics should also be set up to track key actions like requests for quotes or free offers.

Measuring Offline Marketing

Offline marketing efforts can also be measured using tracking links and call tracking scripts. These tools can help you understand the effectiveness of your offline ads by tracking the origin of phone calls and website visits.

Implementing Measurable Marketing

By using tools like UTM tracking and call tracking scripts, you can gain valuable insights into the effectiveness of your marketing campaigns. This data-driven approach allows you to make informed decisions, optimizing your marketing budget and driving better results.

Conclusion: Driving Sales Today and Tomorrow

Measurable marketing not only increases immediate sales and exposure but also helps build a robust system for continuous growth. By integrating the Marketing Arsenal with USPs, Offers, and Platforms, you can create a comprehensive marketing strategy that drives sustainable success for your fence building business.

In the next chapters, we’ll explore how to further integrate these concepts into a cohesive marketing system, ensuring your business remains competitive and thrives in the market. Get ready for the next step in mastering fence builder marketing and unlocking the full potential of your business.

By focusing on these strategies and implementing measurable fence marketing, you can transform your fence building business, ensuring every marketing dollar is well-spent and driving tangible results. Stay tuned for more insights and practical tips to elevate your marketing efforts and achieve long-term success.