It is far from surprising that
home builders might have shortcomings in understanding the intricate
complexities of modern marketing. After all, you’re busy doing what you do
best: building homes.
However, when you stop for a
moment to consider how today’s consumer shops for a good construction
contractor, you will quickly realize just how important a solid marketing plan
actually is. In particular, home builders can benefit immensely from strategic
inbound marketing efforts.
The Typical Home Building Consumer
Journey Begins Online
Inbound marketing is essential for
any home builder who wants to reach highly motivated potential clients where
they are. And where do people go when they want to investigate their home
building options and choose a home builder to make their residential dreams
come true? In overwhelming numbers, they go online to gather general home
building information, research their various options, and read individual
From SEO to tactical company
website design, there are countless ways to earn the attention of these home
building consumers and compel them to give focused consideration to the
services that you offer. The path that they take to your door is known to
marketers as the “consumer journey,” and the efforts you take to
guide them on every step of that journey is your “inbound marketing
The Inbound Marketing Funnel
When you think about online
marketing, you probably immediately imagine outbound strategies, which take the
form of pop-up ads and other conventional advertisements that may interrupt and
aggravate internet searchers. Inbound marketing, by contrast, is designed to
capture highly motivated consumers by aiding them on a journey that they are
already eager to take.
marketing is utilizing internet-based mediums to promote and advertise. Digital
marketing offers several mediums for businesses to benefit from. Digital
marketing also provides an excellent opportunity of expanding businesses
conveniently across borders. However, whether promoting the business locally or
internationally, you have to learn about the preferences and behavior of the
audience. Companies may not be able to market and meet the demands. In such a
scenario, digital marketing agencies can be a beneficial investment.
example, if you are targeting the United States, the first requirement is to
understand geography. Narrowing down your scope can offer better results. In
such a scenario, a local digital agency can be more fruitful. Hence, if you are
targeting San Francisco in the United States, the Digital marketing agency San
Francisco can help you with the right marketing techniques.
analyze the demographics, behavior, and audience demands closely which can be
used for promotions. Their understanding of culture and local nuances can
increase your brand awareness and sales. A Digital marketing agency in San
Francisco can help you derive the best strategy for marketing ensuring
To know if
you are on the right track, let’s understand the five best digital marketing
strategies for boosting your online presence:
Engine Optimization (SEO) is an essential marketing strategy for increasing
your online visibility. It utilizes the search engines algorithm for ranking
your website or blogs on top of the search results.
percent of people search for products and services online today. SEO helps to
bring the audience to you, rather than you going to them. It increases your
business traffic and credibility. As you might require keywords and SEO
knowledge to perform better, a digital marketing agency San Francisco can
empower you to reach your audience locally.
Marketing helps you to reach out to your audience through captivating content
and connecting them to your business. The content isn’t an advertisement but
also a platform for increased awareness.
well-formulated content can fascinate your audience towards your brand. It
helps with increased engagement and audience attention.
media is the craziest and revolutionary platform for marketing in the present
scenario. Starting from Orkut and moving to Clubhouse, it has caused a
remarkable change in human life. Social Media offers a wide reach. The
marketing campaigns help you target your audience without any complication.
It offers the best promotion with the right
targeting metric. To be able to set the metrics right, seek guidance from a
digital marketing agency San Francisco.
pandemic, we saw a huge influx of businesses go digital. Financial
institutions, healthcare systems, apparel, fitness, even grocery stores were
all hastily forced to move online. Massive technology shifts took place without
much planning. Some businesses made the move and found themselves unprepared
for the upkeep and overall management the change required.
the technology, one thing remains constant: a human needs to be engaged in the
work to catch errors and solve the problems automation can’t. Technology might
have allowed companies to adapt to the changing landscape during the pandemic,
but without the proper human oversight, issues are inevitable.
reason many companies aren’t getting the full value out of technology and
software is they haven’t done their homework to know how to best optimize it.
Many businesses are trying to solve fast for digital first and can’t. They end
up investing in software or technology to help, but without a plan or a
strategy in place. This frustrates employees, which has a negative impact on
customer experience, which affects the employee experience… and the cycle
repeats until something gives.
need to invest in data architecture.
time to do the work. Create a solid foundation as you go digital. The number
one priority: Plan and build your company’s data architecture.
Most companies need to start with building a data architecture that is
cross-functional. This means aggregating and mining data across departments and
from all the different platforms being used, such as CRM data, email marketing
data, website analytic data, and customer service data. This data is usually
collected and stored in a data warehouse, a central repository of data that can
be analyzed to make more informed decisions.
includes your tech stack. Identifying key areas of data points that can be
leveraged across functions can help with customer journey mapping across the
business. Figuring out what data points are necessary for products as customers
use them in the first 60 days, 1 year, 2+ years. Those are the data points that
need to be actionable and need to be what drives cohort analysis overtime. The
most important part: Humans using the data to make better business decisions.
landscape is ever-changing. With new products on the market daily, new
platforms being created to market them and new trends always happening,
businesses are constantly having to adjust their digital marketing strategies
to keep up. Considering these things alone, marketing to consumers is a booming
industry. Keeping up with the trends is a job in and of itself, let alone
figuring out ways to use the trends in marketing. Needless to say, there are
several — probably an infinite amount of — marketing strategies businesses can
use. Here are just three of the many notable strategies every business should
consider if they have not already.
analytics is probably one of the most underrated and underutilized marketing
methods. It may be something that is simply overlooked largely because if
compared to keeping up with the competition, it seems less important to be
prioritizing. However, by thoroughly understanding what consumers in your
industry are doing beforehand, you will actually be ahead of the competitors
because you will know how to better market to your consumers.
marketing, based on what you’ve learned about your consumer through analytics,
will go much further than just keeping up with the trends and regurgitating a
basic marketing strategy. There’s a fine line between truly marketing to
consumers and keeping up with competitors. Keep your strategy consumer-focused
by actually learning about what they want through surveys, polls and feedback.
Additionally, analytics can tell you how consumers have responded to your ads
and can even show you which marketing methods on your website, or your brand as
a whole, have gained the most traction with consumers.
your brand is so much more than just a simple ad or a video briefing consumers
on your product. Having unique, high-quality content on your site — and
promoting it — is a great way to build brand credibility with your consumers.
You can promote your content by sharing it on platforms like LinkedIn,
Facebook, Medium, Twitter and many others. Having a business profile on some
kind of social media is not uncommon today. In fact, it’s actually more
uncommon to not have some sort of business social media presence.
So you feel like a dinosaur, and you’re not sure whether you’re proud of yourself or embarrassed. You feel proud because, as a small-business owner, you’ve stuck with the traditional marketing tactics that have always “worked” for your business. Rarely, have they let you down. On the other hand, marketers and other small-business owners can make you feel as though your methods are as prehistoric as a T-Rex and that you should join the legions of business professionals who have embraced online marketing.
There’s nothing wrong with friendly peer pressure, so if you’ve been curious about what you’re missing, read about the advantages of online marketing in a no-pressure zone of your choice. So that you don’t feel overwhelmed by all the forms of online marketing, limit your focus to the five most effective online marketing methods. They could make you howl – in approval or in derision.
Consider the General Advantages of Online Marketing
Some people refer to online marketing as internet marketing, simply because you need the internet to go online. Whatever you wish to call this type of marketing, online marketing is:
“The process of promoting a business or brand and its products or services over the internet using tools that help drive traffic, leads and sales,” Search Engine Journal states.
No matter what you’ve heard the advantages of the internet for online marketing, no one single tactic should stand alone. One tactic may be powerful, but it’s not almighty:
“Internet marketing and online advertising efforts are typically used in conjunction with traditional types of advertising such as radio, television, newspapers and magazines,” Webopedia states.
The five methods presented here – email marketing, inbound marketing, pay-per-click advertising, search engine optimization and social media – are as different as television and radio. But generally, online marketing could deliver tangible benefits to your small business, assuming that the tactics are executed creatively and carefully. You could enjoy:
A growth in revenue. Reduced marketing expenses. Enhanced control over your marketing messages. Better customer service. A competitive advantage in the marketplace.* Elegant, classy – you can pick the adjective communications that set your company apart.
Consider Email Marketing
Don’t think in terms of a single email you may send to a prospective client but think about email campaignsthat drive traffic to your website via a link within the email itself. And yes, every small-business owner should have a website. It takes commitment, but many small-business owners also send monthly newsletters to inform and educate their clients about news and updates on their products and services. In this way, you can build a powerful subscriber list and entice active subscribers to invite others to join the fun.
Key advantages include:
A comparably simple method to implement. Believe it: One-page newsletter templates can make the task a snap. The ability to remain “front and center” with existing clients. The ability to target a campaign to only certain people.
A high return on your investment.
One billion people use Gmail.
Active email accounts are expected to reach 5.6 billion by 2019.* 75 percent of companies agree that email offers “excellent” to “good” ROI.
Consider Inbound Marketing
Your marketing may go in one direction: out – outbound – as in out the door with mailers, postcards, coupons, brochures and catalogs. Inbound marketing reverses this direction by bringing new customers in, with content as the lure. In fact, content anchors an inbound marketing strategy, and can include tactics such as the following:
Blog posts and articles. White papers. Case studies.
The advent of e-books.
Key advantages include:
Brings customers who are already interested in you directly to your website.
Provides upfront value by giving potential customers content for free. Converts leads to customers. Encourages customers to share content with others, thereby spreading the word about a business without any extra effort on the part of the small-business owner.
Enhances a company’s brand and reputation.
Companies that published 16 or more blog posts a month got about 4.5 times leads than companies that published from zero to four posts a month.
Content marketing gets three times the number of leads leads than paid search advertising.
47 percent of buyers view between three and five pieces of content, before speaking with a sales representative.
Consider Pay-per-Click Marketing
Pay-per-click, PPC, marketing is also known as paid-search marketing. As its name implies, advertisers pay a fee for web users to click on their ad to send these web users to the clients’ websites. The ads can take the form of display ads, shopping ads and video ads, but the consumer should know that he is clicking on an advertisement.
A small-business owner should be able to master the art and science of PPC marketing with time and practice, but this should be regarded as an eventuality. Initially, an experienced marketing professional should be consulted, because guiding the process to a profitable conclusion requires skill and precision. As Social SEO explains so well:
“Most of PPC marketing is conducted via Google AdWords, which makes up about 85 percent of search traffic comes through Google. AdWords is basically a giant, worldwide auction. When you start a paid search campaign, the first thing you do is determine a list of keywords that you believe are relevant to your business that people are likely to be searching for on the internet. Then you bid on those keywords and hope that your ad wins the auction, i.e. , it shows up at the top of the search results page.”
One of the quickest ways to generate web traffic. The ability to target ads by type of customer or location with speed and accuracy. If you want, you can even target people who are are searching on their smartphones. Results are relatively simple to measure.* PPC campaigns can be changed and updated quickly.
Nearly 65 percent of people click on Google ads when they are looking to buy an item online.
The average conversion rate in AdWords across all industries is 2.7 percent on the search network and 0.89 percent on the display network.
The average cost-per-click in AdWords across all industries is $2.32 on the search network and 58 cents on the display network.
Consider Search Engine Optimization
As you probably know, you have to do more than create a stunning website; you have to regularly optimize it, too. Search engine optimization includes all the techniques that improve a business’ visibility and rankings in search engine result pages, also known as SERPs. The higher a business appears in the rankings, the more website traffic, and hopefully revenue, it’s able to attract. Most people, after all, rarely scroll beyond the second page of a search.
Smart SEO techniques can, and do, fill books, which is why it’s equally smart for a small-business owner to place this important function in the hands of an SEO expert. In time, you may feel comfortable using SEO tools such as Google Keyword Planner, Moz and Bing Webmaster Tools. An SEO expert will ensure that your website is organized and designed so that it is “rewarded” with higher rankings. And he will review all your website content carefully so that one keyword per page is used in blogs, headlines and subheads. When Bill Gates declared in 1996 that “content is king,” little did he know that inbound marketing would wear the crown.
It’s flexible and capable of customization, especially when you create a tight union between inbound marketing and SEO. It’s relatively precise, even though some of the metrics behind search engine rankings will probably always be a mystery. You can track your rankings and scrutinize your audience.
72 percent of consumers who do local searches visit a store within five miles. Local searches spur half of mobile users to visit stores within one day. More than half of smartphone users discover a new company or product while conducting a search on their smartphone.
Consider Social Media Marketing
The advantages of online marketing may be tugging at your instincts, but it’s possible that social media marketing may be giving you the greatest pause. It is the youngest form of online marketing and the one favored by the younger, hipper generation.
It may help to know that many small businesses have done more than build their brand and reputation on social media; they have successfully – and sometimes exclusively – relied on it to launch a business. While there are literally hundreds of social media platforms, the most popular ones are Facebook, Instagram, Pinterest, LinkedIn and Twitter. If it’s any consolation, it may not be wise for you to create a presence on all these platforms. Like any form of marketing, it’s best to align your business with the ones your customers gravitate to – i.e., target your messages carefully.
It’s free to create and post messages. It’s conducive to multiple strategies, including engaging and attracting attention, promoting, selling and developing customer loyalty. It’s capable of reaching a large and diverse audience. It encourages sharing, which can further extend the reach of a small business. It gives you the ability to respond quickly to customers and potential customers.
79 percent of all people online use Facebook. 76 percent of people rely on Facebook to find interesting content. The consumption of content on Facebook has increased by 57 percent in the last two years – statistics that should make any dinosaur stand up and take notice.
What do you know about inbound versus outbound marketing? Unless you live and breathe marketing strategy, chances are that you don’t contemplate either one very much.
You don’t have to make your living in the business of marketing to benefit from a comprehensive, well-executed inbound marketing strategy. And you don’t have to be a sales professional to understand the necessity to have an effective sales strategy. But, you do need to have a basic grasp of the differences between inbound and outbound marketing in order to help increase your sales and revenue.
Let’s take a look at the most important distinction between these two halves of the marketing whole and reach some conclusions about when each is appropriate.
With over 20 years of business, sales, and consulting experience SMS is capable of serving many market sectors. We provide the field level support needed to generate results and grow your business. Other companies may provide appointment setting services; whereas SMS will partner with you to grow revenue.
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