Objectives & Marketing Strategy

Design and develop an updated brand for Big G Construction coupled with a marketing ecosystem to support digital and direct marketing campaigns targeting home owners with home improvement services in various markets throughout the USA.

Marketing Strategy:

Green Dot will manage existing marketing efforts while creating a new brand. To ensure consumers clearly understand the value proposition of working with Big G Construction, we recommend creating a new brand that represents all of the services Big G Roofing and Construction offers – especially the financing aspect. To ensure lead flow is uninterrupted, Green Dot will take over existing marketing activities while the new brand is designed and the website is developed.

We recommend a combination of digital and direct marketing to support one another. Google Ads is a great way to step in front of existing demand and generate leads from consumers who are ready to begin a home repair or improvement project. Adding email and direct mailers combined with messaging on social media helps create brand awareness and boosts lead flow by generating additional demand.

Both tactics, direct marketing and social media aim to drive prospects to landing pages with content about the specific service they are inquiring about. Once on the website, a combination of calls to action, special offers and live chat will aim to engage prospects and get them to take the next step and inquire.

Adding marketing automation  can improve the customer experience, boost conversion rates and lower costs. Using a marketing automation platform like ActiveDemand, Green Dot can help the internal sales team become more efficient by automatically triggering a series of follow up emails for each prospect – specific to the service they inquired about. Retargeting ads are displayed at major websites like ESPN, CNN, and Fox News for a second and third opportunity to close the deal.

Nurturing prospects during the entire sales cycle helps reduce cost and demonstrates professionalism. Regular monthly emails and a offering a variety of no-cost supporting content such as information about how the financing works, insurance savings, energy cost reductions and other relevant information will help educate prospects and increase conversion rates, thereby reducing the cost to acquire each new customer.

Shooting video customer testimonials and a concept overview could be a powerful way to help prospects understand the value proposition of financing these home repair / improvement projects and remove the fear of paying for them over time.

Helping the sales team close more deals by consulting on and helping implement a CRM is another way Green Dot can help Big G grow faster and measure the success of the marketing and sales efforts more effectively. We have extensive experience helping customers adapt their in-house process for successfully managing a higher lead volume.

Green Dot adds value in multiple ways:

1. Account Management – Drive the process forward with first-class project management and account service.
2. Branding – positioning the company for success with messaging that engages that target
3. Lead generation – help with lead generation by using digital and direct marketing tactics
4. Technology integration – consult on marketing, sales and automation platforms and assist with integration
5. Improve sales effectiveness – Drive greater efficiency by automating components of the sales process
6. Reduce marketing costs – By improving conversion rates post click, and among the sales team