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Decking Business Digital Marketing, SySpree

Marketing and lead generation trends in the Decking & Patio Industry for 2024

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15 Min to Maximize Deck and Patio Business Leads Through Strategic Marketing Approaches The deck and patio industry is experiencing significant growth, with outdoor living spaces becoming increasingly popular among homeowners. According to the National Association of Home Builders (NAHB), 70% of homebuyers consider outdoor living spaces essential or desirable. However, despite this growing demand, decking companies face intense competition to find deck leads. Traditional deck builder marketers’ tactics like direct mail campaigns and print advertising are becoming less effective. For instance, the average response rate for direct mail campaigns is just 4.4%, as estimated by the Data & Marketing Association. In response, decking businesses are turning to digital marketing strategies for deck builders. These strategies offer cost-effective and measurable ways to reach potential customers. This blog explores how data-driven decision-making can help decking companies thrive in the modern market. Understanding the Current Landscape of Decking Business The decking business is shaped by evolving consumer preferences and technology. Understanding market present and future trends and competition is crucial for deck construction companies to navigate effectively. Market Trends: US outdoor decking demand is projected to hit $7.1 billion by 2024, driven by increased spending on outdoor spaces. 56% of homeowners plan to add or upgrade decks, indicating substantial market potential. Sustainable, low-maintenance materials like composite decking are in high demand for deck construction. Competitive Dynamics: Decking industry is fragmented, with small local contractors to large national manufacturers. Top four players collectively hold <10% market share, showing a decentralized landscape. Differentiation through product quality, customer service, and effective marketing is key. Technological Advancements: Digital platforms like Houzz, Pinterest, and Instagram are influential for research and inspiration. Mobile devices play a significant role in decision-making, with 51% discovering new products through searches. Understanding these trends helps deck contractors, and companies identify growth opportunities and develop effective deck builder marketing plans to find deck leads. We’ll explore traditional and digital marketing approaches and their impact on lead generation and business growth. Traditional Marketing Strategies for Decking Companies Traditional marketing has been a cornerstone for decking companies in attracting customers. While effective historically, its impact wanes in the digital age. Nonetheless, understanding and assessing traditional marketing’s relevance in the decking industry is crucial. Direct Mail Campaigns: Direct mail involves sending promotional materials like postcards or flyers to potential customers’ mailboxes. According to the Data & Marketing Association (DMA), direct mail to a house list boasts a response rate of about 9%, much higher than email at 1%. However, costs, including printing and postage, average $23.50 per response. Print Advertising: Advertising in newspapers, magazines, and trade publications remains influential, with 82% of adults trusting print ads for purchase decisions (NAA). Effectiveness varies based on demographics, circulation, and ad placement. Trade Shows and Events: Participating in trade shows allows companies that build decks & porches to showcase products, network, and generate leads. The Center for Exhibition Industry Research (CEIR) reports that 81% of attendees have buying authority, making trade shows effective for business development. Additionally, 99% of marketers find unique value in trade shows. Though traditional strategies have merits, they pose challenges like high costs and ROI measurement difficulties. Next, we explore data analysis to evaluate their effectiveness and the shift toward digital-centric strategies. Analyzing the Effectiveness of Traditional Marketing Approaches Decking companies commonly utilize traditional marketing methods, necessitating a thorough examination of their efficacy in lead generation and business expansion. Employing data analysis enables businesses to assess the performance of these methods and make informed decisions regarding resource allocation and strategy enhancement. Cost per Lead (CPL) Analysis: CPL evaluation is crucial for determining marketing campaign efficiency. It entails dividing total campaign costs by the number of leads generated. For example, a $5,000 direct mail campaign yielding 100 leads results in a $50 CPL. By analyzing CPL, businesses can compare the cost-effectiveness of various marketing channels, with average CPL ranging from $11 to $100 across industries. Conversion Rates and ROI: Conversion rates reflect the percentage of leads resulting in desired actions like sales. For instance, a print advertising campaign generating 100 leads, with 10 leading to sales, has a 10% conversion rate. Calculating ROI involves comparing campaign revenue to costs, with a positive ROI indicating profitability. Analyzing these metrics helps identify high-return channels and optimize resource allocation. Customer Acquisition Cost (CAC): CAC measures the average expense of acquiring a new customer through marketing efforts. It’s calculated by dividing total marketing expenses by the number of new customers acquired within a specific period. For example, spending $10,000 on marketing in a month resulting in 20 new customers yields a $500 CAC. Evaluating CAC aids in optimizing marketing strategies for cost-efficient customer acquisition. Utilizing data analysis techniques like CPL assessment, conversion rate analysis, and CAC calculation provides valuable insights into traditional marketing effectiveness for decking companies. Next, we’ll explore the transition to digital marketing strategies and the opportunities they offer for lead generation and business growth. Transitioning to Digital Marketing Decking companies increasingly adopt digital marketing to overcome traditional marketing challenges and find deck leads. Digital marketing strategies for deck-building companies offer cost-effective ways to target ideal customers precisely. This article delves into key strategies supported by data. Website Development and Optimization: A well-designed website is crucial for credibility. Stanford University research indicates 75% of users judge a company’s credibility based on its website. Moreover, Adobe data suggests 38% of visitors leave if the site is unattractive. Investing in website development enhances visibility, credibility, and user experience, driving lead generation. Search Engine Optimization (SEO): SEO Services for Deck builders can boost their visibility in search results, driving organic traffic. BrightEdge data shows organic search contributes to 53% of website traffic. HubSpot research highlights 61% of marketers prioritize improving SEO. Optimizing content and technical elements increases the chances of ranking higher in search results and attracting qualified leads. Pay-Per-Click (PPC) Advertising: PPC ads target potential customers on digital platforms, paying only for clicks. WordStream data indicates businesses earn $2 in revenue for every $1 spent on Google Ads. Statista

Decking Business Digital Marketing, SySpree

Can your established decking businesses grow 5 times within 2024? We made this happen in 2023

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“We are growing, BUT, just not enough…” was this decking and patio client’s first few words to us as we rolled up our sleeves first on this account towards the end of 2022. The client did not want to just ‘survive’ at the stage and scale they were at. 5 years in the business, they were well known in the business for their quality, skill, and modern outlook, with most of their clients vouching for them. Some of their customers spoke so highly of them about how they upgraded them to the next level of outdoor decking lifestyle! They had everything it takes to survive and sustain their business. A highly skilled team who delivered the best results their customers could ask for, a motivated and performing sales team that brought in the orders month on month, and an administrative team that took care of everything in the office. But this stage was “NOT GOOD ENOUGH” because the client wanted to grow, and they wanted to grow EXPONENTIALLY! Fortunately, then, we were introduced by another agency to our future case study, and for the client, they found in us, the team who could make the goal come true. By now, if you feel you are in the same boat as others read on… Because here we spell out this success story and journey in detail. Confidently, there is something in here to scale your decking and patio business to its next level.   The realization – What got you here won’t get you there… Every business is unique, and it is important to realize that approaches that have worked in the past need to evolve with business growth. Implementing effective marketing strategies for deck builders is essential for business growth. And while everything was going this client’s way, they just knew that Marketing had to be their next area of focus. Internet Marketing Methods for Deck Builders, in fact, this surprised us, given our experience with deckers and within the patio industry marketing, for many, was the least of their priorities, and surely this reflected in their very slow growth.  But this client was different… They had evolved from a 1 man shop a few years ago into a profitable SME company in the last couple of years post-COVID. Even during COVID, this client had emphasized readiness to grow by working on the business development and sales aspects during the downtime. Marketing for deck-building companies is essential for driving growth and reaching new customers. A well-crafted deck builder marketing plan tailored specifically for deck builders can make all the difference in achieving exponential growth. Despite the challenges, deck-building companies that build porches have vast opportunities for growth and expansion.  Thus, when we got in, the good news was that we were dealing with a stable business with a growth mindset, and all that was needed was to bring in our marketing expertise. By then, the in-house marketing team had already done their bit in terms of traditional marketing, which included networking locally, PR, and most of all, staying in touch with their customers regularly. Infact, they had a good website and some money being spent on ads already. So what could be done better? That’s where our in-house CORE framework came in where it was about delivering an exponential increase in leads over a year in a targeted, measured, and transparent manner. To the client’s credit, it wasn’t only us at the job. They were absolutely determined to take their business to its next level through strategic marketing initiatives, and the 1st place to start with was our Forte – Digital Marketing for Decking and Patio Businesses. As we delved deeper into this collaborative journey, it became increasingly clear that our client’s ambitions transcended mere survival; they harbored a steadfast vision of attaining unparalleled business success for deck builders, a vision we were resolute in actualizing together. A few hours of consulting the client and simultaneous audits of the client’s digital presence brought that glow to our digital strategist’s face. She could probably tell by then what was next in store for the client and saw the client growing from there on itself. The secret here wasn’t about doing more digital Marketing, the secret was to rely on the fundamentals of the CORE framework that our teams have devised with their experience and expertise over a decade of working with 1000+ clients. The approach is tailormade, but the framework is constant. It ensures that digital marketing is done the right way and gives the right results. Let’s dig deeper:   Start with CONSULT.   As theoretical as it may sound, time and again, it is proven that the basics of marketing are the best pillars to rely on, and we did just that and as easy as it may sound, it never has been. In the decking and patio business, it is knowing your capability, your forte, your market, your clientele, and your current scalability and making the best use of it from a marketing point of view. Most digital agencies implement their generic templates and it just doesn’t work for decking and patio businesses. It is essential that decking and patio businesses market themselves with their uniqueness and stressing in this eventuates in commanding their terms and their price from their unique clients who want their services only because they love their uniqueness. So step 1 focuses on aspects like product, place, price, promotions, targeting, and positioning. In parallel, it is also essential to know where you stand digitally. Having a website without any online marketing effort is like hiding a treasure 10 feet below earth and with an unrealistic expectation of appreciation someday. Do not let your digital assets go down the drain. That was just an example of digital assets, look through online for all possibilities of getting yourself in front of your potential clients, and the list is endless. But that said, the other extreme of marketing to anyone and everyone doesn’t help either. That’s where our

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