Why Inbound Marketing for Fence Companies?
Inbound marketing for fence companies stands in contrast to the traditional method of “outbound” marketing (think Cold Calls, Postcards, and Radio Ads). Outbound techniques such as these reach out to your targeted customers, often interrupting them from what they were doing.
You may think this is preferable but consider the following: When was the last time you went looking for a postcard or radio ad? I highly doubt it’s been within the past decade and with good reason – we don’t like being interrupted by stuff we’re not interested in. People would much rather find you than have you find them.
How does Inbound Marketing work?
When executed properly, Inbound marketing for fence companies puts your fence company front and center for your potential customers when they are looking to solve a problem related to fencing. Inbound functions by using search engine optimization, blogging, content marketing, and social media together to deliver qualified leads straight to your company instead of you chasing them down.
Inbound works well because people have problems that need solving and they use the internet to find solutions. If you’re not there showing off your fence installation services as a solution, chances are slim that you’ll be found. Inbound Marketing is all about being present where YOU want to be seen – at the top of the search engines for keywords relevant to your business AND getting links from other sites back to yours naturally (backlinks) which gives you even more traffic. These links come from blog posts & articles, social media shares, and comments, industry directories & discussion boards.
We’ve covered Inbound Marketing for fence companies in blog posts before on our own website as well as the benefits of blogging for local companies. In this article, we’re going to dive into how Fence Contractors can use Inbound Marketing strategies specifically to increase your conversion rates from leads to installs. Most fence contractors have a 1% – 5% conversion rate (meaning roughly 1 out of every 20 people who contact you will buy).
But far too often, they don’t know why the other 95-99% of people didn’t buy; it’s because they weren’t presented with an opportunity to do so. I’m going to show you how this process works and provide examples of successful Fence Company Inbound Marketing campaigns.
Fence Contractor Lead Generation for Fencing Installation Services
Businesses that implement an inbound marketing strategy, like fence companies, can receive large amounts of visibility. For example, if your fencing company has a blog post about “How to choose new fence gates”, each time you publish new content on this topic, the search engines will rank you higher – all other things being equal. Every time someone searches for “how to choose new fence gates” your fencing company’s website will be at the top of the page along with some highly respected industry leaders’ websites (if they happen to have published something on this topic). This means more visits and more qualified leads for you!
Let’s use another example: if you search “how to install a fence gate” in Google, you’ll see many of the same websites as well as an ad for our blog post on this exact topic. We got some links from other fence company owners and now we rank on page one for this common fencing installation service inquiry!
The ultimate goal is to get your website on the first page of Google where it will be seen by thousands of potential customers every day. Ranking on the first page means that if someone searches for “install a fence gate”, they’ll find your website and not even bother looking at anyone else’s – congratulations your conversion rate just went up 🙂
Now let’s take a look at how Fence Safe Group increased their number of leads using Inbound Marketing for Fence Companies.
For example:
Inbound Marketing for Fence Companies campaign: Fence Safe Group
After implementing an Inbound Marketing strategy, Fence Safe Group saw a 75% increase in traffic to their website. The number of leads they receive each month was also up 75%. Their cost per acquisition was reduced by as much as 68% and overall revenue increased by 49%. All of this from Inbound Marketing for Fence Companies!
Obviously, you can’t expect those kinds of results for your fencing company without creating the right content at scale. “Creating the right content” requires understanding your customers’ pains and translating those into blog posts that people care about. It means going where your potential customers go online and getting links from other websites to yours naturally.
Inbound Marketing isn’t paid marketing or search engine optimization, so you have to create the content at scale. In Fence Safe Group’s case, they created a video showing how to install wood fencing, which has been viewed over 220k times and generated 1,800 website visitors. That’s 1,800 potential customers who saw their offer before even searching for it – awesome!
Then they optimized the video (called Search Engine Optimization or SEO) by linking to other fence company websites in the description of the video (inbound links) like Smith Fencing Co, PEI Fences Inc, American Yard Products LLC. This means that when someone searches “how to install a fence gate” on Google, not only will they find their video on the first page, but they’ll also see some very reputable fence companies too.
If you’re not quite ready to start implementing an Inbound Marketing for Fence Companies campaign, begin by reading our book on Online Marketing for Fence Companies. We’ll teach you everything you need to know about how Fence Safe Group did it and more. Here’s a sneak peek at some of what you can expect:
The benefits of inbound marketing for fence contractors
How to get more inbound leads using blogging
How to grow your likes using Facebook Ads & Social Media Engagement
And much more! Check it out here.
