The Fence Builder's Guide to Platforms and Offers: Growing Your Database with Fence Builder Marketing

Introduction: The Importance of Contact Information

Most fence companies share a common goal: converting non-customers into customers and retaining those customers for life. Achieving this requires an effective communication system to convey your Unique Selling Points (USPs). However, this communication can only happen if you have permission and the necessary contact details of your prospects and customers. This blog will guide you through the process of obtaining contact details and permission to communicate, ensuring you can effectively grow your database and improve your marketing efforts.

The Age of Information and Educated Customers

The sales landscape has drastically changed from the days of pushy sales tactics. Today’s customers do not want to be pressured into buying; they want to be educated to make informed decisions. This principle applies to both your current customers and prospects. They are constantly gathering information, comparing options, and weighing their choices before making a purchase. Understanding this decision-making process is crucial for converting prospects into customers and retaining your existing ones.

The A-Z Buying Spectrum

Every purchase decision falls somewhere on the A-Z buying spectrum. The Z position represents a buyer or a committed customer, while the A-Y positions are prospective stages. For example, “A” might be someone unlikely to buy, and “Y” might be someone very close to purchasing. This spectrum can be a short 30-second process or span several months, depending on the complexity of the decision. Understanding where your prospects and customers are on this spectrum helps tailor your communication and offers to move them closer to the Z position.

Owning the Educational Process

Fence builders must take control of the educational process, as prospects and customers often research and learn about your business before making contact. This includes reading online reviews, checking social media, and evaluating past experiences. Everything they find contributes to their education and influences their position on the A-Z buying spectrum. To convert and retain customers, you must actively engage in this educational process, ensuring they receive accurate and positive information about your business.

Getting Permission to Communicate

Effective communication starts with obtaining permission from prospects to contact them. This involves collecting their personal contact information, such as name, email address, phone number, and postal address. To encourage prospects to share this information, you need to offer something valuable in return. This is where the concept of “baiting” comes into play—providing a free offer that prospects find irresistible.

Creating Your Free Offer

A free offer is a valuable resource given away without any sales pressure or obligation, in exchange for the prospect’s contact information. This offer could be an educational resource, such as a PDF guide on fence designs, a video tutorial on saving money on DIY projects, or a discount coupon for new customers. The key is to ensure the offer provides real value to the prospects, making it worth their while to share their contact details.

Growing Your Database with Platforms

Platforms are the touchpoints where your business interacts with prospects and customers. These can be physical locations, your website, phone calls, social media channels, or any other point of contact. Each platform should prominently feature your free offer, encouraging prospects to share their contact information and enter your database. This systematic approach ensures you are consistently growing your database with new prospects.

Managing Your Database

Once you have collected the contact details, it is crucial to store and manage this information securely. A database is simply a secure location where you keep all the contact details of your prospects and customers. There are many easy-to-use and even free applications available to help manage your database efficiently. Treat this information like gold, as each entry represents potential revenue.

Integrating Your USPs into Communication

Your USPs are the core of your marketing message, highlighting what makes your business unique and why prospects should choose you over competitors. By consistently communicating your USPs through your offers and interactions, you reinforce the value your business provides. This increases conversions and helps retain customers, as they understand the benefits of choosing your company.

Building Relationships through Continuous Communication

Once you have permission to communicate, the next step is to nurture these relationships. Regular communication through email newsletters, follow-up calls, social media updates, and personalized offers helps keep your business top-of-mind for prospects and customers. This ongoing engagement builds trust and loyalty, encouraging repeat business and referrals.

Conclusion: The Power of Platforms and Offers

By effectively using platforms and offers, you can grow your database, enhance your marketing efforts, and ultimately increase your business’s success. Understanding the A-Z buying spectrum and owning the educational process allows you to guide prospects and customers towards making informed decisions. With a well-managed database and continuous communication, you can build lasting relationships and achieve sustainable growth for your fence building business.

In the Fence Marketing Blueprint, we will explore more fence marketing strategies and tools to integrate these concepts into a comprehensive marketing system, ensuring your fence company stands out and thrives in a competitive market. Get ready for a deeper dive into the world of fence builder marketing and discover how to turn these insights into actionable steps for success.