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Article About Continuum Marketing Group's Approach Remodeler Marketing Published in Inc.com
September 10, 2016, Great Falls VA: An article about Continuum Marketing Group’s best practices for residential remodeling contractor marketing by Dave Kerpen, was published in Inc.com on September 7, 2016. Titled, “Mission Critical Marketing Best Practices for Residential Remodeling Contractors | A textbook example of how to do marketing right in a niche industry” the article addresses 4 key questions.
Q: Has online marketing replaced traditional marketing approaches for these remodelers?
Q: What are some ways remodelers use online marketing effectively?
Q: What types of online marketing generally work best for remodelers?
Q: What is the biggest marketing challenge most remodelers face?
Here is part of what the author said in the article.
“I interviewed, David Alpert, President of Continuum Marketing Group LLC, a full-service marketing firm that provides services exclusively to residential remodeling contractors nationwide. The interview was refreshing, to see both David’s total focus, as well as a great example of how to apply marketing techniques to a particular vertical.”
May 20, 2014, Great Falls VA: Continuum Marketing Group LLC’s Director of Digital Services, Brian Alpert, announced today the introduction of Continuum’s new C-MOM service. C-MOM stands for Continuum’s Managed Online Marketing. Brian explains that “We designed C-MOM to help remodeling contractors more effectively and cost efficiently manage their online marketing efforts. C-MOM works off of a few current marketing realities and some long understood and accepted marketing strategies.” He went on to list these factors:
Various forms of online marketing can and do have an impact on each other.
Online marketing best and most effective practices for remodeler marketing are constantly evolving.
Continuum has found that, over time, fixed budget allocations for individual types of online marketing are not as useful at providing the best ROI as having one budget that covers a range of online marketing approaches and within which resources can be moved between and among the types of online marketing needed at that time.
Integrated marketing, the coherent and orchestrated use of various types of marketing in a way that each leverages and helps the other, is almost always more effective and that online marketing is well suited for this approach.
Online marketing of different types can have an impact and be key marketing tactics to support almost all of the marketing continuum: te steps that take a consumer from being aware of a brand, to being a client/customer to being a repeat client, referral source and helping spread the company’s reputation.
Over time, a remodeling contractor’s marketing needs and market changes and so C-MOM allows quick, responsive adjustments to the focus of the online marketing mix vs. being locked into fixed budgets for SEO, PPC, Social Media, Website Optimization, etc.
David Alpert, Continuum’s president presented this type of situation as an example of how C-MOM can be put into practice. “At first a remodeling company does not have enough web traffic. Search Engine Optimization (SEO) and Pay Per Click programs like Google AdWords among other methods can help increase traffic. SEO tends to take a longer time but in the long run can be more cost efficient in many cases. Pay Per Click tends to be faster but more expensive over the long run in most cases. SEO or PPC or a combination would be used to increase traffic to the website. As traffic from SEO builds up, PPC spending can be reduced.
As traffic starts coming to the website in sufficient numbers, the conversion rate of the website can be determined and then optimized. This is called Website Optimization, not to be confused with Search Engine Optimization. Increasing a conversion rate from 5% or 10% of the site’s visitors becoming leads to 10% or 20% doubles the websites efficiency and the ROI from the SEO and PPC.
Judgements can be made going forward on whether increasing traffic or further conversion optimization would be more cost effective. In many cases it would be a bit of both.” David continued, “We also generally look to see if e-newsletter marketing, social media, the use of free or sponsored listings on specialty sites like Houzz as well as online business, local, trade and association directory listings cost effectively add to the online marketing mix.”
Continuum Appoints New Director of Digital Services
September 15, 2013, Great Falls, VA: David Alpert, president of Continuum Marketing Group LLC, announced today the promotion of Brian Alpert to be Continuum’s new Director of Digital Services. Brian has been with Continuum full time since 2011 and worked part time in the summers for 2 years prior to that. According to David, Brian has been instrumental in building up and enhancing Continuum’s web services particularly in the area of the use of content management system based websites, more advanced web programming and capabilities, search engine optimization, website optimization and web analytics.
Brian is certified by Google in Google Analytics and is also certified in SEO. He holds a degree in computer animation and computer science. He has been cross-training in marketing and in particular remodeler marketing and the business of remodeling.