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

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 reports average click-through rates for Google Ads. Strategic bidding and ad optimization drive qualified traffic and lead generation.

Social Media Marketing:

Social media platforms engage with audiences, showcase work, and drive traffic. Hootsuite data shows over 4.2 billion active social media users globally.

According to Sprout Social, 68% of consumers have already made a purchase directly from social media, highlighting the growing influence of social media on consumer purchasing decisions. Compelling content and targeted advertising on social media generate leads effectively.

As a leading deck builder marketing agency would tell you that embracing digital marketing, including website optimization, SEO, PPC advertising, and social media marketing, enables decking companies to reach their target audience effectively and drive business growth.

The next section explores leveraging data analysis in digital marketing for maximum effectiveness and ROI.

 

Leveraging Data in Digital Marketing Strategies

Data analysis plays a crucial role in optimizing digital marketing strategies for decking companies. By tracking and analyzing key metrics, businesses can gain valuable insights into the performance of their campaigns, identify areas for improvement, and make data-driven decisions to maximize effectiveness and ROI.

In this section, we will explore some tips for deck builders on how decking companies can leverage data in their digital marketing strategies to find deck leads.

Tracking Website Traffic and User Behavior:

• Website analytics tools such as Google Analytics provide decking companies with valuable insights into their website traffic, user behavior, and conversion performance.
• Key metrics to track include total website visits, bounce rate, average session duration, and conversion rate.
• For example, data from Google Analytics can reveal which pages on the website attract the most traffic, where users are dropping off in the conversion funnel, and which sources are driving the highest quality leads.
• By analyzing website data, decking companies can identify opportunities to optimize website content, improve user experience, and increase conversion rates.

Conversion Rate Optimization (CRO):

• Conversion rate optimization (CRO) involves systematically improving the effectiveness of website elements to increase the likelihood of visitors taking desired actions, such as submitting a contact form or requesting a quote.
• Data-driven CRO techniques include A/B testing, heat mapping, and user session recordings to identify areas of friction and opportunities for improvement.
• Research from Econsultancy found that companies that invest in CRO experience an average ROI of 223%, highlighting the potential impact of optimizing conversion rates.
• By continuously testing and refining website elements based on data-driven insights, decking companies can maximize the performance of their digital marketing campaigns and increase lead generation and customer acquisition.

Email Marketing Campaigns:

• Email marketing remains a highly effective digital marketing tactic for engaging with leads and nurturing customer relationships.
• Data from Campaign Monitor shows that email marketing generates an average return on investment (ROI) of $42 for every $1 spent, making it one of the most cost-effective marketing channels.
• Moreover, research from HubSpot indicates that segmented email campaigns drive a 760% increase in revenue compared to non-segmented campaigns, highlighting the importance of personalization and targeting.
• By analyzing email engagement metrics such as open rates, click-through rates, and conversion rates, decking companies can refine their email marketing strategies to deliver relevant and impactful content to their audience.

As a leading deck builder marketing agency would tell you by leveraging data to track website traffic, optimize conversion rates, and refine email marketing strategies, decking companies can enhance the effectiveness of their digital marketing efforts and drive business growth.

In the next section, we will explore successful case studies of digital marketing campaigns in the decking industry, showcasing real-world examples of data-driven success.

 

Integrating Traditional and Digital Marketing for Maximum Impact

The decking industry, like many others, thrives on reaching the right audience with the right message. While traditional marketing methods have long served decking companies well, the digital age presents a wealth of new opportunities.

The key to maximizing impact lies in strategically integrating these two approaches, creating a cohesive campaign that resonates across various channels.

Let’s explore this further:

 

Cross-Promotion: Bridging the Gap Between Offline and Online

• Direct Mail with a Digital Twist: Utilize the tangible nature of direct mail to capture attention, incorporating QR codes or personalized URLs that lead customers to online landing pages. This provides a seamless transition, allowing you to offer more detailed information, exclusive deals, and interactive content.
• Track and Analyze: The beauty of integrating digital elements lies in the ability to track effectiveness. Monitor website traffic originating from your direct mail campaign, along with social media engagement and lead generation. This data provides valuable insights into your audience’s behavior and preferences, allowing for campaign refinement.
• Example in Action: A decking company sends out postcards showcasing their latest project with a QR code that leads to a virtual tour on their website. By tracking scans and website visits, they can gauge the success of the campaign and identify potential leads.

Multi-Channel Attribution: Unraveling the Customer Journey

• Mapping the Path to Conversion: Understanding how customers interact with your brand across different touchpoints is crucial. Multi-channel attribution models, such as linear or time decay, assign value to each channel involved in the customer journey, revealing which ones play the most significant role in driving conversions.
• Data-Driven Resource Allocation: By understanding the effectiveness of each channel, you can allocate resources more efficiently. Invest in the channels that generate the highest return on investment while optimizing or reconsidering those that underperform.
• Enhanced Marketing Performance: Studies have shown that companies employing multi-channel attribution see significant improvements in their marketing performance. This data-driven approach allows for continuous optimization and better results.

Targeted Digital Advertising: Reaching the Right Audience with Precision

• Beyond Demographics: Digital platforms offer powerful targeting options that go beyond basic demographics. Utilize geographic targeting to reach local customers or interest-based targeting to connect with those who have shown an affinity for home improvement or outdoor living.
• Refine and Adapt: Campaign metrics provide valuable insights into the effectiveness of your targeting strategy. Analyze click-through rates, conversion rates, and engagement metrics to identify which segments are most responsive and adjust your targeting parameters accordingly.
• Personalization for Impact: Tailor your digital ads to resonate with specific audience segments. This level of personalization can significantly increase conversion rates, as customers are more likely to engage with ads that feel relevant to their needs and interests.

By seamlessly weaving together traditional and digital marketing approaches, decking companies can create a powerful and cohesive strategy that reaches a wider audience, drives engagement, and ultimately, leads to increased sales.

A leading deck builder marketing agency would tell you that this integrated approach ensures that your message resonates with potential customers at every touchpoint, maximizing your impact in a competitive market.

 

Conclusion:

Understanding consumer preferences, market dynamics, and technological advancements is crucial for decking companies to thrive in the competitive landscape.

With outdoor living spaces gaining popularity, traditional marketing tactics face challenges. Digital strategies offer cost-effective ways to engage customers, driven by data-driven decision-making.

By integrating traditional and digital approaches, companies maximize their impact across channels. Cross-promotion campaigns, multi-channel attribution, and targeted advertising enable cohesive and impactful marketing.

Embracing innovation and continuous optimization is key to success in the dynamic deck and patio industry.

 

 

Other articles that may interest you –

• Can your established decking businesses grow 5 times within 2024? We made this happen in 2023
• How Deck & Patio Businesses are Dominating Their Local Markets.