The huge number of online marketing options available creates a virtual cosmos of possible entry points. Builders are bombarded with messages about everything they have to start doing “right now!”
Get a new website. Invest in search engine optimization. Spend money with Google AdWords. Do lots of follow-up with email marketing. Everyone’s on facebook. You should be blogging. You have to be a part of this directory, that directory, etc, etc…
Its difficult for many marketers and builders to know exactly where it all fits into a strategy. This means that some are just too confused to start at all, or they enter a try-anything mode where they find themselves with a disjointed approach; a lot of things going on, but none of its working together.
Recently, I wrote about what must be causing builders’ inaction on the web. In response to my own advice, I’ve created a bit of a map to help builders prioritize what to focus on first – what’s the foundation, what’s the framing, and what’s the finish work.
The guide shows where Lead Curation fits, and introduces the concepts of Lead Direction (getting in front of those actively seeking what you’re selling) and Lead Ignition (sparking the registration, phone call, or site visit from the website visitor).
I expect the guide will evolve over time, but I’m ready for your suggestions and feedback right now. Take a look at the Home Builder’s Quick Guide to Internet Marketing. Click on the image to go to a full page view.
