If you invest in marketing your home remodeling business online, here's the brutal reality:
At best, only 2-4% of your traffic will ever call you or fill out a form to have you contact them on the first visit.
Should that stop you from marketing through SEO, PPC and other online outlets?
That 2-4% is likely worth hundreds of thousands or millions of dollars to you.
I mean, marketing your business online at all puts you ahead of at least 80% of your competition who are still stuck in thinking that "word of mouth" or paying for a full-size ad in the Yellow Pages is a good long term strategy.
But even of this minority who are driving leads through their websites, there are FAR too many who believe that simply paying for more traffic will increase their sales.
“If I just spend more, I’ll get more people to my site, and I’ll meet this month’s sales goal.”
And while you should be investing in cold traffic, what happens to those 96-98% of people who leave without contacting you or requesting that you contact them?
I'm guessing for most people reading this, the answer is "I don't know, I guess I just lose them."
And you're just...OKAY with that?
"Well, Nate, that's the reality. What am I supposed to do about it?"
I'm glad you asked, hypothetical remodeling business owner!
You see, what if I told you that you can implement one thing today that will allow you to never lose another visitor again?
Even if they leave your website, not only will you be able to track them, but you can actually market just to them...with a specifically-tailored message...whenever you want...on demand?
And what if I told you that I'm going to show you how to do this using the EXACT campaigns we created for our own clients to get warm leads for - get this - only $0.24 per lead?
But here's the kicker: we created these ads in under 30 minutes, they converted leads in under 24 hours, and you can do the same thing no matter what your level of computer competency is.
We call this formula the Facebook Circular Sales System.
If you want to learn how to implement it for your own business, keep reading.
If not, no worries. It's your money and you should be able to lose it in whatever way you want.
The Facebook Circular Sales System: How To Catch Past Visitors and Pour Warm Leads Back Into Your Funnel For More Sales
Recently, we set up the Circular Sales System for one of our residential outdoor design + build clients.
Within 24 hours of creating our ads, we got some amazing results...
In 24 hours, with only 12 people even seeing the ad, we had two leads for the puny price of $0.24 per lead!
We created ads for other services which continue to bring in leads automatically, this is the power of the Circular Sales System…
While the cost per lead is a bit higher than our first ad, they still performed extremely well.
For only $1.39 per lead, we attracted four leads in the first 24 hours of our outdoor kitchen campaign….
For one another campaign, we got one lead for $2.43…
And for another, we won them back for just $5.41.
This client closes 1 in 10 leads from cold traffic. And his services start at $1,800 and go up to the hundreds of thousands.
So for just $19.30, we drove in 9 leads, and at a minimum, increased his ROI by at least 9,266.42%!
Now here’s the thing you need to take note of:
You don’t need to live in a big city with tons of potential customers, have hundreds of people coming to your site every month, or a large marketing budget to do this very same thing.
In fact, this was the first time we set something like this up for this client, we made a bunch of mistakes along the way, and we were still able to get leads with very little effort.
Now, I can’t guarantee you’ll get the same results – I don’t know you or your business so there's no way I'd be able to make such a claim.
But I can guarantee that by following this system you will start catching the visitors that fall out of your funnel and start converting those potential customers who are looking around and simply have yet to make a decision on whether or not to go with you.
So ask yourself:
“What’s keeping me from following these steps TODAY and doing this very same thing with my business - right now?”
Maybe you’re saying “I need a great website, then I’ll spend money on ads” or “I thought Facebook was just a low-return social media strategy" or "I don’t know what I’m doing” or “I’ve tried digital marketing before with no luck”.
Trust us, we’ve been there too. It's exactly why we've written this article so that others can benefit from our experience.
Perhaps someone has told you that you need to spend a ton of money to see results.
And look, this is all true to an extent.
Having more ad spend IS better than having less - but we've shown you that you can convert leads for only cents. And even if you did have a large budget, you'd still have to know how to use it.
A high-converting website IS better than a low converting website – but if you’ve converted one person, you can do it again.
But by simply doing this NOW, you will alleviate all the fears you have and see the results for yourself.
The only thing you have to exchange is the price of a cup of coffee and the time it takes to go get it.
In implementing this system, our client now has:
- More sales
- Cheaper leads
- A free way to capture everyone who comes to their site
- A strategic advantage over their competitors
- A huge ROI
And you can do the same for your business...
The Circular Sales System v. What Everyone Else Is Doing
Everyone who purchases anything - including you - goes through what's called the AIDA process.
This stands for Awareness, Interest, Decision, Action.
So imagine your website and marketing like a funnel that moves your visitors through each level until they become a customer.
In the left hand column, click “Behavior” then “Site Content” then “All Pages”.
This will bring up the traffic on each page of your site. Click on the gray arrow by “Pageviews” to order the pages by number of page views.
Leave this tab open as you'll need it later on.
Step #2: Gather the images from each of these pages
You'll likely either own the images on your site or someone will have made them for you. Gather all the images and keep them in a file on your computer.
Principle #2: How to know how close your visitor is to contacting you
The first time a visitor comes to your site, they're doing research. That's why your conversion rate is only 2-4%.
Getting your home or yard remodeled is a big decision. Your visitors must consider the financial implications, they need to discuss it with their significant others, find out how much value it will add to their home price, etc.
So it's highly unlikely that you're the only company they're going to consider.
But by coming to your site, you know one thing about them: they're interested in your services.
The problem is that you've probably not considered how interested they are at that moment.
This is why most ads perform well below their potential - they're talking to everyone instead of to your visitor's specific interests.
Let's use our shower head Home Depot customer as an example. Say he told you, "Actually, I'm just looking at the moment."
What if you responded, "Great, they're all fantastic so pick one out, follow me to the checkout counter, and swipe your credit card."
I'm guessing that guy would scram. You're selling him waaaay too soon. Well before he's ready.
You'd likely respond, "Great, just to let you know, these shower heads are best for X and these are best for Y. If you have any questions, let me know."
You would acknowledge where he is in his decision and then stoke his interest just a little more by giving him some more details to consider.
So how do you do this with your ads?
Here are the steps we take to break down our funnel:
Step #1: Chunk your pages into stages
What we mean is think about how interested a visitor might in your services be based on the page they visited on your site.
We put these pages into four stages and here they are.
Stage 1 - Research Stage (They're interested)
Your visitor is just looking around at the moment, trying to get a sense of who you are and what you do. They are at the top of your sales funnel and while curious, have not shown any interest in a specific service. These pages would likely include:
- Home page
- About Us page
Stage 2 - Intrigue Stage (They're interested, now they're checking out your services)
Your visitor is showing slightly more interest by reading a blog article on a broad subject or perhaps they've checked out one of your service categories, but not a particular service. For example, they've looked at your page on bathroom remodels, but not the page on Italian bathroom remodels. These pages would likely include:
- Blog articles
- General service pages
- General photo gallery
- Testimonials page
Stage 3 - Evaluation Stage (They're checking out a specific service)
Your visitor is spending time on a specific service or gallery page or is reading a blog article on a specific subject. For example they're not just looking at landscape remodels, but English Garden landscape remodels. These pages would likely include:
- Blog articles
- Specific service pages
- Specific photo gallery
Stage 4 - Decision Stage (They're trying to decide if they want to proceed)
Your visitor is pretty much ready to buy or at least to contact you to discuss how they can make their project happen. For one reason or another, they've not contacted you yet. These pages would likely include:
- Contact Us page
- Free Estimate page
- Landing pages from other ads you're running
Step #2: Create one ad for each stage
Don't worry, we'll show you exactly how to make these ads in just a bit. For the moment, take a look at how our ads look and what purpose each is serving.
Stage 1 Ads - They're interested, but you don't know specifically in what
These ads will only be shown to people who have visited general pages like the ones listed above, but they have not proceeded.
So the next logical step would be to entice and/or educate them.
You can do that by sending them to a blog article or leading them to a landing page where you offer DIY home improvement courses. This is where you start to differentiate yourself from your competition.
The ad below simply addresses that the visitor is interested by visiting our Home Page, asks if they need help and entices them to make a next step by saying that they can have their dream landscape at a price they can actually afford.
Just remember, you're not trying to sell them at this point. They're not ready for that and your conversion rates will be little to none.
All you need to do is focus on getting them to the next stage in the funnel.
Stage 2 Ads - They're checking out your service categories
The visitor has checked out articles, category pages or read some testimonials to see how satisfied past customers have been with your work.
This means they're actively looking for someone to help them.
So you simply need to send them reminders, enticing them to come back and visit a product page or a blog article.
The ad below got our client clicks for only $1.05 and had a 4.32% CTR.
Visitors seeing this ad had bounced from our client's Landscaping Services page.
Always remind them what they were checking out when they were on your site.
Because you know what services they're interested in, your ads can be more targeted meaning you're spending your ad dollars more efficiently.
Stage 3 Ads - They're evaluating your services
The only people who will be shown these ads have visited specific pages on your site.
This is fantastic for two reasons: 1) they're closer to a sale because they themselves have a better idea of what they want, and 2) now that you know what they want, you can be far more direct and targeted, making your ads more effective and cost efficient.
The ad below is the one we used to get our four leads for only $1.39 in under 24 hours.
Obviously, they had just bounced from our client's Outdoor Kitchen page.
Stage 4 Ads - They're essentially ready to buy or to be talked into buying, they're just deciding if they want to buy from you
At this stage, they're almost ready to buy. They just need a slight push.
Because they're so close to a sale or at least to contacting you, you can be far more direct.
Remember, these are HOT LEADS! And up until now, you've just left them (and thousands in cash) on the table. No more!
The ad below is the one we used to get our two $0.24 leads in under 24 hours.
It was shown to people who bounced from our client's Contact Us page.
Remember to think about being that Home Depot employee. How would you communicate with a person in each of the preceding steps? If you were the customer, what would you want to know? Write your ads the same way.
Okay so now you know:
- How to find what your customers want and
- How close they are to becoming a client
So let's put rubber to the road.
It's time to put this plan into action...
Principle #3: Re-engage your audience
The following is a step-by-step guide on how to set up your own tracking pixel as well as your first Circular Sales System using Facebook retargeting.
You can implement this even if you have no technical or coding skills.
Remember, around 90-95% of home remodelers are not doing this so by simply following these simple directions (TODAY!) you will be miles ahead of your competition.
Let's get started!
Step #1: If you don’t already have one, create a Facebook Business page
*If you already have a Facebook business page, you can skip to Step #2.
You're finished?? Woohoo! You now have a Facebook business page.
But here’s where you really start pulling ahead of the competition.
Most of your competitors will have never even heard of this, which gives you the advantage...
Step #2: Create a Facebook Business Manager Account
Did you know there was a marketing back end to Facebook?
It allows you to target the exact people who fit your customer profile, create much more advanced strategies and it gives you better analytics so can get a ton of high quality traffic coming to your site.
It’s called Facebook Business Manager. And it’s free to have an account!
And you have now laid the foundation to drive leads to your business!
But the goal of the Circular Sales System is not just to bring in new leads. The real advantage is in converting your previous website visitors as they are warm leads and so are more inclined to buy from you.
In order to do that, you need to be able to know who your previous visitors are and keep track of them after they leave your site…
Step #3: Create a “Tracking Pixel” for your website
No longer will you let people just leave your site and say goodbye forever.
No. Now you have the power to bring them back!
Ready to make some money?
Step #4: Create A Custom Audience To Track
Now that our pixel is tracking everyone who comes through our site, we want to segment these people depending on which of our services they’re interested in and/or how close they are to contacting us.
We can segment these visitors for each and every page on our website, but our goal is to get you started today, so let’s start by segmenting the most-visited pages on your site.
The Audience will be marked as Too Small and it will have the Red circle until it gathers at least 20 visitors.
You can still create your ads, but they just won’t activate until you’ve captured 20 visitors.
For now, create Audiences for your top 10 pages, which will go much quicker now that you’ve done your first one.
Step #5: Design Your First Ad Creative
Remember, everyone who leaves your site is a warm lead because they have shown interest simply by visiting your site in the first place.
But they left without taking action, which means you still need to help educate them, advise them and remind them that you’re still here and that they still desire your service.
This will build trust and familiarity until the time they’re ready to take action.
When you design your Facebook retargeting campaigns, you need to keep the following in mind:
- The person has to recognize that the offer is coming from you.
- Your ad needs to be “congruent” with your company, your message and your services.
So when you create your ad, you must use the same images, messaging and color schemes that exist on your website.
If you don’t, your reader will either not recognize your ad as coming from you so they won’t click on it, or they will click on it and feel duped that your message was not in line with your website.
Step #6: Create and Launch Your Ad
To do that, simply click the box below to get your FREE BONUS and we'll show you how to do just that!
Having a Facebook tracking pixel in place is the no-brainer of no-brainers.
It's 100% FREE and it catches everyone who comes to your site in a big bucket that you can pour back into your sales funnel again and again and again.
Even if you have no Facebook page set up, if you follow the instructions I've laid out, it takes no more than 30-45 minutes to implement.
That means that in less than the time you take for a lunch break, you'll never lose another warm lead ever again.
And for the price of a Big Mac, you can have those people coming back to your site on demand with the Circular Sales System.
When was the last time you heard of a deal that good?
And remember, you don't need to be the biggest company in your market or even be in a market with tons of prospects
You just need to install the pixel and start re-engaging leads who have already been to your site with the Circular Sales System.
So start today!
You can't afford to waste any more time.
Stop shirking the golden opportunity presented to you.
Actions To Take Today
- Install the Facebook Tracking Pixel
- Implement the Circular Sales System
- Reach out if you need anything!