The tide is shifting. Traditional marketing, or outbound marketing, has always had us finding customers. Consider the ways in which we do that today:
- Direct Mail
- TV and Radio placement
- Newspaper Ads
- Phone Book Ads
- Outdoor advertising
- Static websites
Most would agree that these have been tried and true strategies for many years. But consider that we can also call outbound marketing “interruption marketing.” The advertisement itself interrupts us from something we’re doing, such as reading the newspaper, driving down the highway or listening to radio or TV. And it ain’t cheap!
If we do our homework as business owners, we know what each kitchen and bath lead generated costs us down to the campaign. We can then measure what each captured sale costs against the outbound marketing method to get an ROI on the media used. If a $10,000 sale costs us $500 for the lead, is that acceptable on today’s diminished margins?
Enter the New World
Greenhouse marketing is a strategy of getting found by customers. While outbound marketing interrupts, greenhouse marketing seeks permission to engage.
Today’s kitchen shopper is often assembling information up to 24 months in advance of crossing someone’s threshold. If we can engage them in our local market through blogs, downloadable guides and social media events, we have the opportunity to make them brand specific-to our brand. Careful nurturing through greenhouse lead generation, grows affection for our brand.
How Do We Make the Switch?
- By creating and providing valuable content for our consumers
- By keeping our website fresh and giving consumers a reason to return
- By promoting our noteworthy content and building customer relationships in the greenhouse
- By creating a pull toward the consumer such that they cannot think about anyone else to work with on their project
Greenhouse marketing strategies create awareness for your brand. They expand your local Search Engine Optimization and build customer relationships in the greenhouse that establish your business as a credible, knowledge leader.
“Focus on the core problem your business solves and put out lots of content & enthusiasm & ideas about how to solve that problem.”-Laura Fitton, Founder, oneforty.com
Want more information on growing leads and marketing your business? Check out more on our Momentum Marketing Solution.