Lead Generation Marketing SOP

Lead Generation and Marketing SOP for Design-Build Construction Company Roadmap

Lead Nurturing and Conversion

Online Marking Strategy

Target Audience Definition (WHO)

Review & Continuous Improvement

Key Performance Indicators (KPIs):

Offline Marketing Strategy

Branding and Messaging

Contextualize your topic with a subtitle

Education Timeline

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Make numbers intostories with graphics.

Icons are alwaysgood allies.

The important thing is that everything suits the theme.

You can add interactivityto your timeline.

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And leave youraudience speechless.

Telling stories with order and hierarchy is essential.

Add interactivityand animation.

Also animations tomake it fun.

Write a title

A great subtitle here

Use this space to add some awesome interactivity. Include text, images, videos, tables, PDFs... even interactive questions! Premium tip: Get insights on how your audience interacts:

• Visit the Activity preferences;
• Activate user tracking;
• Let the communication flow!

Write a title great here

Interactivity and animation can be your best allies to make content fun. That's why at Genially we use AI (Awesome Interactivity) in our designs, so you can level up with interactivity and turn your content into something that adds value and engages.

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Offline Marketing Strategy

Objective: Leverage traditional marketing methods to reach local leads.

Action Steps: 1. Create Networking Calendar: Schedule key events throughout the year. 2. Develop Referral Program: Create a clear system for tracking and rewarding referrals. 3. Direct Mail Campaigns: Design and distribute mailers quarterly.

A. Networking and Industry Events

• Home Shows
• Industry Conferences
• Chamber of Commerce

B. Direct Mail Campaigns

• Target: High-end residential neighborhoods or commercial property owners.
• Materials: Professionally designed postcards showcasing key projects, services, and promotions (e.g., “Free Consultation”).

C. Referral Program

• Client Referrals
• Partnership Referrals

Review & Continuous Improvement

Objective: Ensure the SOP stays relevant and effective.

Action Steps: 1. Quarterly Reviews: Hold quarterly meetings to assess marketing performance and adjust the strategy. 2. Client Feedback: Regularly survey clients post-project to refine messaging and service offerings. 3. Competitor Analysis: Monitor competitors to stay ahead of market trends and adjust strategies.

Target Audience Definition (WHO)

Action Steps: 1. Market Research: - Pick top 3-5 best clients -What do they have in common? 2. Create ICP Profiles: Build detailed customer personas for each target audience segment 3. Create ICP Story for each market segment 4. Test and Prove: -Make sure you are right... -Become more aware -Consistently adjust

Objective: Clearly define the ideal customer profile (ICP) to focus marketing efforts on the right audience.

Residential Clients: High-income homeowners looking for custom homes, renovations, or remodeling.Commercial Clients: Business owners or property developers seeking office spaces, retail outlets, or industrial builds.Key Demographics Example:

• Age: 35-65
• Income: $100K+
• Location: [Define Geographical Area]
• Interests: Custom designs, high-quality construction, sustainability, etc.

Online Marketing Strategy

Objective: Leverage digital marketing channels to generate qualified leads.

Action Steps: 1. SEO Audit & Optimization: Ensure website is optimized for search engines. 2. Set up your google my business page (gmb) 3. Create Content Calendar: Schedule blog posts, social media, and email marketing efforts. 4. Set Up PPC Campaigns: Define budget and monitor Google Ads performance.

A. Website Optimization:

• Attractive design
• Clear call-to-action (CTA) buttons .
• Optimized for mobile and desktop.
• Search engine optimization (SEO) for local keywords

B. Content Marketing

• Content Creation: Blog Articles, video tours, customer testimonials, etc.\
• Frequency: Blogs:1-2 per month, Social Media: 3-4 per week, Email newsletter: 1 per month

C. Paid Advertising

• Google Ads, Facebook/Instagram Ads, Retargeting Ads

D. Social Media Marketing

• Platforms: Instagram, Facebook, LinkedIn, Pinterest.
• Content Focus
• Engagement

Write a title awesome here

Write a title

A cool subtitle here

Use this space to add some cool interactivity. Include text, images, videos, tables, PDFs... even interactive questions! Premium Tip: Get insights on how your audience interacts:

• Visit the Activity preferences;
• Turn on user tracking;
• Let the communication flow!

Write a title

A cool subtitle here

Use this space to add some awesome interactivity. Include text, images, videos, tables, PDFs… even interactive questions! Premium tip: Get insights on how your audience interacts:

• Visit the Analytics preferences;
• Activate user tracking;
• Let the communication flow!

Write a title

A cool subtitle here

Use this space to add some awesome interactivity. Include text, images, videos, tables, PDFs... even interactive questions! Premium tip: Get insights on how your audience interacts:

• Visit the Activity preferences;
• Activate user tracking;
• Let the communication flow!

Write a title

A cool subtitle here

Use this space to add some cool interactivity. Include text, images, videos, tables, PDFs... even interactive questions! Premium Tip: Get insights on how your audience interacts:

• Visit the Activity preferences;
• Enable user tracking;
• Let the communication flow!

Lead Nurturing & Conversation

Objective: Create a streamlined process for nurturing leads and converting them into clients.

Action Steps: 1. Set Up CRM: Ensure all leads are entered and tracked through the CRM system. 2. Develop Email Automation: Create email workflows to nurture leads. 3. Training: Train sales team on the consultative selling approach.

A. CRM Setup

• Use a CRM (Customer Relationship Management) tool (e.g., HubSpot, Salesforce) to track leads from the first contact to project closure.

B. Email Marketing and Automation

• Lead Nurturing Emails: Automated email series that educates prospects on the design-build process, highlights past projects, and addresses common questions.
• Follow-Up Reminders: set reminders with sales team to follow up with warm leads

C. Consultative Sales Process

• Initial Consultation: Offer a free consultation where potential clients can discuss their vision and get an estimate.
• Project Proposal: Present detailed proposals with clear pricing, timelines, and project scope.

Write a title awesome here

Interactivity and animation can be your best allies to make the content fun. That's why at Genially we use AI (Awesome Interactivity) in our designs, so you level up with interactivity and turn your content into something that adds value and engages.

Link >

Action Steps: 1. Craft Marketing Materials: Develop look and feel of Logo, website, business cards, etc. 2. Read Building a storybrand by Donald Miller 3. Create Messaging Guidelines: Ensure all team members understand and communicate brand values consistently. 4. Create your one liner 5. Purchase your website URL 6. Set up Social media accounts

Branding & Messaging

Objective: Develop a consistent brand voice and messaging strategy that speaks to the needs of the target audience.

Core Values: Innovation, craftsmanship, reliability, sustainability, transparency. Unique Selling Proposition (USP): Highlight design-build advantages (seamless process, single point of contact, integrated team). Brand Aesthetic: High-end, modern, clean, and professional.

Key Performance Indicators (KPIs)

Objective: Track the effectiveness of marketing and lead generation activities.

• Website Traffic: Monthly unique visitors, bounce rate, and time on site.
• Lead Conversion Rate: The percentage of leads converted into customers.
• Cost per Lead (CPL): Total marketing spend divided by the number of leads generated.
• Return on Ad Spend (ROAS): Total revenue generated from paid ads divided by ad spend.
• Client Acquisition Cost (CAC): The total cost to acquire a new customer.

Action Steps: 1. Monthly Reporting: Analyze KPIs monthly to identify strengths and areas for improvement. 2. Adjust Strategy: Make data-driven decisions to allocate budget and optimize underperforming channels.