{"id":399,"date":"2019-05-15T07:03:25","date_gmt":"2019-05-15T11:03:25","guid":{"rendered":"https:\/\/innovatebuildingsolutions.com\/dealers\/?p=399"},"modified":"2019-08-29T14:09:20","modified_gmt":"2019-08-29T18:09:20","slug":"how-to-cut-pay-per-click-ppc-spending-remodeling-home-building-using-content","status":"publish","type":"post","link":"https:\/\/innovatebuildingsolutions.com\/dealers\/2019\/05\/how-to-cut-pay-per-click-ppc-spending-remodeling-home-building-using-content\/","title":{"rendered":"How to End Your Pay Per Click (PPC) Addiction and Get Better Quality Remodeling and Home Building Leads with Content"},"content":{"rendered":"

I\u2019m going to come clean right up front and tell you I HATE Pay Per Click (PPC). Paying more and more and more (isn\u2019t that redundant?) for PPC ads with declining returns is a place I\u2019d rather not be.<\/p>

That\u2019s why I was SO happy when I saw my PPC spending last month was a grand total of $59.48. This is because we paused all PPC campaigns for our remodeling, nationwide wholesale and home organization businesses earlier in the month. Our spending next month will be a big fat ZERO.<\/p>

We have been ratcheting PPC down for a couple of years. I finally came to the point where I could stop paying \u2018the man,\u2019 or \u2018Mr. Google\u2019 (as I like to call him).<\/p>

You may be wondering how could you do such a thing? Doesn\u2019t every remodeling or home building business who wants digital leads have to buy ads on Google?<\/p>

Well, this month our total \u2018goal\u2019 count was 1,192 (our goals are free estimates, phone calls, free samples and newsletter sign ups). They were up 33% over last year. Traffic was up 51%. Our digital lead volume is better than ever with virtually zero PPC spending. We\u2019re going \u2018cold turkey.\u2019 We\u2019re coming clean. We\u2019ve gotten off the stuff (\u2018er the stuff would be the magic ferry dust of expensive Google generated clicks).<\/p>

You know what\u2019s even cooler? Me, my Marketing Manager Michelle Ruhe and our marketing consultant John Paglio of Flyte New Media<\/a> aren\u2019t geniuses either (my wife Rose will certainly attest to the fact that I\u2019m not a genius!). We haven\u2019t been asked to work at the Genius Bar in the Apple store at the mall either.<\/p>

What\u2019s even doubly-cool is I know you could wean yourself and your business off \u2018the stuff\u2019 (that would be PPC spending lining Mr. Google\u2019s pockets) too? That is IF you\u2019re willing to \u2018do\u2019 digital marketing with some non-traditional ideas.<\/p>

You may be asking, \u201cWhat are the non-traditional ideas you\u2019re talking about? Are they even legal in these continuous 48 states?\u201d Well, I have to tell you I\u2019m not recommending illegal (black hat) concepts. In fact, I\u2019m proud to say I\u2019ve never been arrested even once (although the \u2018Magic Bus\u201d Winnebago trip to South Padre Island with 8 fraternity brothers in 1985 might have ended that streak if the cops had pulled us over. But, that\u2019s a story for another day \u2013 ha! ha!).<\/p>

In this article my goal is simple. I want to spell out ideas which can make your lead generation more effective (without wallet-draining PPC spending). I want to show you it\u2019s possible to become an exclusive, one-of-a-kind company your prospects flock to. You can become the local building and remodeling \u2018celebrity\u2019 with better quality lead generation and a smaller budget. Sound too good to be true?<\/p>

Well it\u2019s not the easy road or the one well-traveled. It will it take discipline, energy and patience. There\u2019s no free lunch here. But when has growing your remodeling or building business ever been easy street anyway?<\/p>

In the article I\u2019ll dish up 5 practical ideas which can not only end your addiction to PPC spending, but will position you as \u2018da man or \u2018da woman your kitchen or bathroom remodeling<\/a> or new home building prospects won\u2019t want to do without.

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Does this sound crazy? Read on, then let me know at the end if you think these ideas will work for you.<\/p>

Idea #1 \u2013 Recognize everything begins with content which helps your prospects learn \u00a0<\/strong><\/h2>

\u00a0<\/strong>You\u2019re buying PPC because you need leads.<\/p>

You need leads because people aren\u2019t finding your business for free (\u2018er that would be \u2018organically\u2019 to go a little digital marketing geek on you).<\/p>

So \u2013 all you need is a strategy to get found for free. But how?<\/p>

The how is by creating and\/or sharing content. I will argue the best type of content is the stuff you (or someone hired by you) creates. It helps people (your prospects) learn. It shows you\u2019re willing to give, before being fortunate enough for the customer to reach out to you for help. If you start \u2018educating first,\u2019 you\u2019ll do an excellent job setting up \u2018selling second.\u2019 You\u2019ve found the secret formula. This formula will kick your competitors butts. But how do you do it, you may ask? Here\u2019s 3 approaches:<\/p>

Approach #1- Blogging) <\/strong>In my case, I\u2019m a crazy blogger. I write. I write (you’ll see an image of our original blog – News from the Block<\/a>) <\/em>below. Then I write some more (Michelle and I and John write, promote and manage 3 blogs right now). If writing ain\u2019t the thang for you, take part of the money you\u2019re spending with Mr. Google and find someone to do it for you.

\"Blogging<\/p>

In fact, I know a woman who does just that. Her name is Christy Murdock Edgar of Writing Real Estate<\/a>. Is Christy the only one out there? Heavens no. Just know that written content helps you get found\u2026.<\/p>

FOR FREE! <\/strong><\/p>

Approach #2 \u2013 Videos) <\/strong>If the idea of writing sounds as fun as a sharp stick in the eye, another \u2013 a better option can be video. Videos are growing like wildfire. However, you may be saying, \u201cMike, I have no doggone idea what to include in videos?\u201d Here\u2019s a few thoughts:<\/p>

You could do a ‘how to install’ video showing your installation process (and explaining why it’s better than your competitors down the street – note – you’ll see an example of an How to Install video below) . Or shoot a video answering the frequently asked questions about a product(s) which are hot in the market (you\u2019ll see below one we just did about \u00a0FAQ\u2019s new laminated wall panels<\/a> we\u2019ve launched in the U.S. \u2013 oops shameless plug there). Include a link on your videos which goes to a specific page on your site for more information. Once again, you get free traffic (without PPC spending).
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