How To Make a Digital Marketing Campaign For a Home Building Company

As the real estate market recovers, the home building industry is getting more competitive. Even the most affluent buyers are being careful when it comes to their purchases. As potential customers become invested in doing research, digital contractor marketing grows more effective in reaching them.

Customer-Focused Digital Marketing is Key

An effective digital contractor marketing campaign starts with customers in mind. You must understand their questions and concerns, building your digital presence around their needs. That means creating an attractive, informative site with compelling content!

With the right tools, you can tie contractor marketing efforts together easily and ensure customers get a personalized experience at every step in your sales funnel. Your inbound campaign should focus on collecting and integrating prospect data to achieve better communication.

Once you have a strong idea who your ideal customer is and how you’d like to present your business across multiple channels, it’s time to start implementing the approaches that make it all possible.

Let’s consider the most important ones:

1) Set SMART Goals

Start your contractor marketing campaign with a clear picture of the bottom line financial or operational impact you want to see. Beginning with the end in mind allows you to recognize and act on your “lessons learned” throughout the campaign.

Remember, a SMART goal is:

Specific
Measurable
Achievable
Realistic
Timely

2) Develop Great Landing Pages

A “landing page” is the specific page customers encounter first when they reach you through a search engine, social media, or other avenue. Each landing page should be tailored to users’ expectations based on how they arrived at your site. A landing page is most effective when it acts as a focused and concise showcase of a single offer.

3) Launch and Maintain a Blog

Your company blog is the perfect place to build visitors’ trust by answering their questions. If you implement a way to gather user feedback, you can tailor blog posts to the issues on your prospects’ minds. Analyzing search traffic can also help you develop topics for your blog. Remember, a blog that gets regular updates is more visible to search engines.

4) Design Targeted Emails

As you already realize, most people who visit your site will not be ready to make a purchase decision right away. A targeted email list provides you with countless opportunities to re-engage prospects and keep them from going cold. The most granular approach includes multiple interest-focused lists with an unobtrusive “drip feed” of occasional emails to inspire action.

5) Amplify Your Voice on Social Media

Every time you make a new blog post or develop a new offer, use social media to extend your reach. Facebook, Twitter, and LinkedIn all provide you with great opportunities for cultivating your brand. Share your new content regularly and engage directly with other users who do the same. This helps move the relationship to the next level.

6) Use Long-Tail Keywords

“Long-tail keywords” are search engine key phrases that have more than three words. These keywords demonstrate specific intent and are easy to optimize pages around. For example, “luxury home builders in Wahoo, Nebraska” is a long-tail search phrase that provides you with lots of precise information on a user’s needs. Find these keywords and use them!

7) Report on Your Results

Without reporting, it’s impossible to know whether you’re really reaching your contractor marketing SMART goals. Identify the key metrics for each aspect of your digital marketing strategy so you can maintain reporting standards throughout the campaign. Day-to-day results are not always illuminating, but check on things every two weeks so you can take advantage of emerging trends.

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