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Email Marketing System To Double Your Booked Projects · Contractor Business Builder Podcast

• 0:00
  Most contractors don't know this, but there's a gold mine of
• 0:03
  revenue in your inbox. We've helped companies go from
• 0:06
  stale leads to book projects with just a few emails.
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  And today, I'll show you how to do it.
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  No spam, no BS, just what works. So first thing you need to do is
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  stop the leak. If you go to your kitchen
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  faucet, you turn it on and you're trying to drink some
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  water because you're super thirsty.
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  If you're using a sieve, it doesn't matter how much action
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  you put into trying to drink water is not gonna work very
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  well. But this is essentially what so
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  many contractors are doing with their lead Jiang.
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  You're spending money on ads, you're putting out social media
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  content, all these different things to help bring in leads.
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  And then you've, you've just got a leaky sieve because if they
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  don't work out, they're out the door and you never hear about
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  them. Yeah, this is where e-mail
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  marketing comes in. Fill your cup up with fresh
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  leads and keep that that steady flow in your business.
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  What you need to do is all the past clients you have, you've
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  already got an e-mail list. You may not have it formulated,
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  but if you go to your accounting software or if you have any kind
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  of CRM, any sort of list at all, even the contacts on your phone,
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  essentially all of those emails, all those past clients or leads
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  that you've had over the years. You can send emails to and and
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  encourage them to join an e-mail list or send some value and
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  capitalize on all of those leads over the years that you've spent
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  money on or time on. But never, you know, never maybe
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  turn into a project, or maybe you did a project for them years
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  ago and now they might be ready to do another one.
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  All right, so now you know how to access your gold mine.
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  The second thing is your tech stack.
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  So what are you going to use to actually send the emails?
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  Organize this automated so you not spending kind of, you know,
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  your days and nights sending out emails.
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  So the one that I recommend is rapidly.
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  This is our own CRM, the rap result creators CRM.
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  It's a fantastic piece of software.
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  It sends out emails, campaigns, automations, all this kind of
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  stuff. So we'll put a link in the
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  description below if you're interested in the rapidly CRM.
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  It is a fantastic piece of software that we've developed
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  specifically for general contractors to be able to just
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  improve their lead Gen. across the board.
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  And if you know us, it's all about systems, all about
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  automation. Second one I'm going to mention
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  is if you are, you know, don't want anything that you have to
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  pay for right now, there is MailChimp.
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  They have a free version. I, they've kind of like
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  ratcheted down as far as what's included with the free version.
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  But essentially, if you just need to load an e-mail list and
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  send an emails to it, MailChimp will do the job.
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  It's great for this specific reason.
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  And of course they have paid, you know, packages as well that
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  give you more options. The third one that I would
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  suggest to check out is Constant Contact.
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  I have not used it personally, but I've heard good things and
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  it seems to do well and is is quite popular.
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  So take a look. What I suggest is, is look at a
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  few different ones. Do a demo of each one testimony
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  to see which ones the best fit. Move forward with what's going
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  to serve you best and be the best investment for you
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  long-term, thinking about how much time you're going to spend
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  and how effective it's going to be.
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  Alright, so now that you've got your software in place, you're
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  going to need to send out a monthly newsletter.
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  So this is a monthly, just start with something simple.
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  Send out a monthly newsletter. Typically this is going to be
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  seasonal, So if there's some sort of holiday or something
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  happening that month or even just the changing of seasons,
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  spring, summer, fall, what whatever, have have an e-mail
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  geared towards that. If it's a specific holiday,
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  again, you can put that in there.
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  You want to be thinking whenever you send an e-mail, if it had
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  $100 inside it, how often would someone click and open that
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  e-mail and read it? Probably every time, right?
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  So think about that when you're sending an e-mail.
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  Is this just a bunch of fluff? Is it just sound nice?
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  Anything is better than nothing, but put some value in it.
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  Could be. It doesn't have to always be
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  like valuable as far as education or saving the money.
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  It could just be something that's a little bit humorous,
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  makes them feel good, whatever it may be, right?
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  So just think about what is the actual value that I'm putting
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  out here and educational is great as well as some tips,
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  tricks, keep it light and not educational necessarily about
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  the building industry. A lot of like realize that your
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  customers, your clients, they're probably don't care what kind of
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  newfangled, you know, insulation or waterproofing or HVAC system
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  is out there on the market. You can maybe if you get certain
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  questions like if you have commonly asked questions from
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  clients, definitely you can answer those in emails.
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  But keep in mind that there are probably more interested in like
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  everyday stuff that is happening for them over like the new new
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  building stuff that's coming out.
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  Alright boy #4 here, if you know us, we are all about systems.
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  If you want to systemize your business, reach out to us.
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  We will help you build out the systems like a well oiled
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  machine for the e-mail marketing.
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  The systems that you want to be thinking about is automations.
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  Any of these software I just mentioned will have an
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  automation component to it. So someone fills out the form on
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  your website, they should get an automated e-mail.
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  They should go on your e-mail list.
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  If any number of things happen inside the company, you can have
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  automated emails that go out. I'm more to talking about
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  marketing emails on this one, but there is a lot of
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  automations you can do with these platforms that help send
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  information for appointment reminders and and a number of
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  different things. So whenever you can utilize the
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  software and automate, if you can't automate it fully, then
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  you need to delegate it and you should get this off your plate.
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  Marketing is something you can be involved with, but you
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  shouldn't not be doing the nitty gritty.
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  So if you got an admin office assistant, even you know, one of
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  your kids or, or or whoever that can put some of the stuff
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  together. It's not hard, especially with,
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  you know, AI and stuff like that, which I'm going to be
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  getting to a little bit further on the video of how to utilize
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  that. But you're going to create a
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  standard operating procedure for specifically what they need to
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  do. So how how do you write the
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  content? Have some sort of brand guide as
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  far as like, how do you want your, like if your company was a
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  person, who would you want them to be?
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  You know, professional, friendly, funny, eccentric, you
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  know, how do you want it to feel?
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  What's important to your brand? What are your, you know, core
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  values and things like that. That should sort of all be
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  provided when you delegate this, you know, marketing stuff to
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  someone else. And then in that SOP, you're
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  going to go through the steps of how do you create, you know, the
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  e-mail? What are some things that they
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  should do? What are some things they
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  shouldn't do? What are the steps to schedule
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  it, to send it out different things, maybe manage, you know,
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  the e-mail list and, and stuff like that.
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  So create an SOP, get it off your plate, give it to someone
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  else. Alright, moving on to point #5
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  here. So now you've, you've got this
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  delegated, you got a system in place.
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  The big sort of gold mine, like I mentioned to really capitalize
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  on that is a nurture campaign. So that the monthly e-mail
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  newsletter that will work in some regards as a nurture
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  campaign. It'll keep you top of mind,
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  it'll provide some value, but a nurture campaign specifically is
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  for those sort of warm bought new leads and they should go
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  into some sort of drip sequence where they're getting like a
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  scheduled e-mail. Do what makes sense for you.
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  But I would say typically you want to send them anywhere from
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  3 to 4 emails when they get signed up to the e-mail list
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  over a period of about two weeks.
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  So there's some pretty regular cadence, like you're sending
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  them an e-mail maybe every 2-3 days or so, at least two a week.
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  So it, it stays fresh, but you're not bombarding them every
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  day with an e-mail and they're just going to subscribe and, and
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  you know, you don't want to get spammed.
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  And in this nurture campaign, you want to put time and energy
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  and make sure that it's highly relevant, highly valuable
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  because you want them to stay on your e-mail list.
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  And also you just want to show your value to them and elevate
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  yourself above any other contractors that may be
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  contacting with because of the amount of information, the
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  Polish of, of your emails and things like that.
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  So in this nurture campaign, let's say if you're home
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  builder, the first, you know, e-mail that goes out is you
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  think you'll do like a welcome sort of e-mail, probably for the
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  first one with the information, but maybe you're offering them
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  your free design guide. So you've got a design guide on
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  how to plan to, to build your new home.
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  Include that in the in the e-mail so that you're providing
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  value right up front or on the next one, you know, 5 common
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  mistakes that homeowners make when when planning their home or
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  working with how to choose the right contractor.
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  So all of these like very specific things to what someone
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  is thinking about or should know about.
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  As you know, they're planning to build a home.
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  If you're home builder, if if you do commercial projects,
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  that's that's obviously, you know, you've got to cater to
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  your ideal client, but that is the nursery campaign.
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  Always include a call to action. So you can have some sort of
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  call to action. Download this free template or
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  reply to this e-mail to get a free consultation call or click
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  this link to to book your caller, whatever it may be,
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  right. A call specific called action of
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  what you need them to do. And you could also put in some
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  sort of special offer. So schedule your free
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  consultation call today for, you know, a free 2 hour design
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  session or or something or one hour design session or, you
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  know, whatever you want to do and and put some sort of an
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  offer in there as well. I point number six here is let's
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  supercharge this with a so AI is obviously made things so much
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  easier. I do not like writing.
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  I'm OK with it, but it would take me hours to write out an
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  e-mail and especially think about everything now with AI and
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  get the point across. You can tell what you want and
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  it, you know, gives an amazingly polished, well looking e-mail.
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  So you definitely want to create some sort of standard prompt or
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  if you use like cat GBT and create a custom GPT and give it
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  a bunch of information. If you have any sort of brand
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  guide, if you've got past emails, the copy from your
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  website, any sort of extra marketing materials that you
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  already have, you want to feed it to the AI so that it's, it's
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  pulling from your core values, your brand, your identity, your
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  the way that you would, you know, cadence and speaking
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  style, writing style, all these kind of things so that it seems
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  like a real person. It's more fine-tuned to your
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  ideal clients. You don't want to just randomly,
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  Hey, create a marketing, you know, marketing e-mail for home
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  builders, right? You'll probably get something
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  decent, but it's not going to be catered and it's going to be all
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  over the place. So that's how you build
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  consistency. And once you have that prompt,
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  you can always tweak it and modify it and, and utilize it as
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  you, you know, create more and more emails.
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  You could also use the I for ideation.
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  So if you're like, I'm not sure what I should, you know, put in
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  this marketing e-mail newsletter for this month, asked if for a
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  bunch of ideas and also if you have any stats.
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  So if you've got previous subject lines or open rates or
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  even statistics as as far as like emails and click through
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  rates and all that kind of stuff, give it some stats, give
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  it some background. The more information you can
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  provide about the subject matter or you know, previous emails and
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  things like that, the better the AI is going to be able to, to
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  help you and formulate specifically, you know, emails
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  or marketing or suggestions for you.
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  Alright #7 super important point here is keep it clean.
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  So I can remember one time when I got started on a CR M and I
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  loaded in my e-mail list. I sent out a bunch of emails and
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  all of a sudden I got these like alerts that I, my e-mail got
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  flagged and, and got, you know, shut down because there's too
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  many. I can't remember what the issue
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  was, but eventually it turned out that what I needed to do was
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  make sure I had like a dedicated domain for my e-mail.
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  I'm not going to get into super technical stuff here, but do a
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  little bit of research and ensure that you're complying
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  with any laws and you're utilizing best practices for
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  sending emails so that you don't get flagged for spam.
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  So that's, that's like worst case scenario.
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  But what you want to be doing on a regular basis is after you
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  send every marketing e-mail, like if you're sending 1, like
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  your regular campaigns every month is check for any bounced,
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  bounced emails. So these are like bad e-mail
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  addresses and and things like that.
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  Anything that didn't make it, you want to be cleaning those
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  up. Depending on the software, there
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  are automations that will do this automatically.
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  There's also automations that will verify an e-mail address
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  before the e-mail even gets sent.
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  So if you have those options, use them.
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  If you need to spend a little bit extra, do it because keeping
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  it clean will just save you a ton of headaches.
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  And you don't want to be seen as like, you know, the spam
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  contractor, right? And nobody wants that These this
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  you you want. If someone is, if their e-mail
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  is not working or they don't want to be on your e-mail list,
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  you need to make it easy for them to unsubscribe.
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  They're doing you a favor. If they're not interested, if
• 13:23
  it's not worth their time, you don't want the money e-mail
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  list. That's the last thing you want.
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  You want people on there that are engaged, that appreciate it
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  and want to open your emails. So if there's also like other
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  automations to put in where if someone hasn't opened an e-mail,
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  let's say you've sent out five emails, they haven't opened any
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  of them, take them off your list, right?
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  Because again, there's no use of sending emails to people that
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  aren't going to open them. It's just going to bring the
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  quality of your your sending address down and they're not
• 13:52
  opening them anyways. So you're not doing them any
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  favors or disfavors, but taking them off the list and just check
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  your out open rates, check your stats every now and then.
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  Again, this is something you can most likely just delegate to
• 14:03
  someone and have someone else cleaning this up and checking it
• 14:06
  and if anything out of the ordinary comes up and notify
• 14:08
  you. But you definitely want to be
• 14:11
  doing this. So if you've got some value out
• 14:13
  of this, check out the links in the description below.
• 14:15
  I've got a sales stack, lead Gen. stack that has a bunch of
• 14:20
  resources to help you with your lead Gen., how to get better
• 14:22
  views, how to get better referrals, a bunch of like sites
• 14:26
  you can get your business listed on to get found.
• 14:29
  Lots of great resources to check out the links.
• 14:31
  Click the button, get our free lead Gen. stack and I'll see you
• 14:37
  on the next video.