If you are debating whether or not your home-builder business should invest in digital marketing, the answer is yes. Truthfully, it is a no-brainer. Does your business want to show up in Google search results? Better yet, does your business want to show up on the first page of Google? Again, the answer is yes!
The easier your clients can find you online, the more likely you are to get more business from new customers or clients. We are here to help!
Follow these top 5 digital marketing trends for 2020, and contact our crew at Eternity if you are in need of assistance.
Chatbots
You have probably noticed that many websites have implemented a chatbot or live chat on their company website. This feature makes it easier for clients or customers to get immediate help with a question or need. It also allows for the business to get an instant notification, rather than an email that may be missed for several hours or days.
Chatbots work with artificial intelligence in order to answer consumer questions and even process payments. For more complicated questions or needs, you can follow up with customers later on via email or phone. Ultimately, chatbots make the customer experience more engaging, personal, and responsive when being compared to a contact form.
Sponsored Facebook Posts
Did you know that 1 in 3 people utilize social media to find recommendations or leave a review? That number is increasing more than ever due to the internet taking precedence over in-person interactions. You simply cannot afford to NOT keep up with the latest social media strategies.
Ensure that your business stands out compared to competitors by using Sponsored Facebook posts. If you are a home builder website, you should consider using sponsored posts or “boosted” posts to extend the reach of a post to a larger audience. A regular Facebook post will only receive a few likes or comments from your follows, but with a sponsored post you can choose an audience that you would like to target. You can target that specific audience with a call-to-action, the duration of the post, and a budget.
Once your post has run its course, you can evaluate the results and the engagement that the post received. This helps you improve your sponsored post the next time you decide to do one. When it comes to sponsored posts, you can either create a new post and boost it, or you can choose to boost an existing social media post. We highly recommend boosting a previous post that your audience has already engaged with.
Video Marketing
Video marketing has become more popular within the last few years, and moving forward it will remain just as important, if not more important. Video content is more engaging than textual content. In addition, visual marketing is the best way to display your work to your potential clients or customers.
Here are several ideas that homebuilders can utilize when considering video marketing content:
- Slideshows of home projects
- Home Walkthroughs
- FAQs
- Get to Know the Builders/Team
- Trends in Home Building or Home Improvement
- Different Themes for your Kitchen, Bathroom, etc.
- Why Build A Customer Home?
- Facebook Live Videos
- Trade Show Videos
Personalization
Customers know when you are using generic messaging to market to them. When this happens, they are likely to go with a competitor that makes you feel as if they care. This is why personalization is the future of digital marketing. General messaging no longer suits a wide audience. Marketers are now using segmentation and personalization to make an impact with digital consumers.
For example, many companies provide you with the option to personalize an item. Yeti is now allowing you to personalize your products, making it that much more valuable to customers.
Home-builders can take advantage of this by personalizing online marketing communication like emails, ads, landing pages, and social media for specific types of consumers. For example, you can differentiate consumers by demographics, interests, behaviors, etc. This personalization will allow you to tailor your messaging in order to better resonate with your specific target audience.
See examples of different types of personalization below:
- Email marketing triggered by behaviors like abandoning a shopping cart, browsing specific products/services, or downloading a catalog
- Personalizing emails for different segments of potential customers
- Retargeting website visitors with ads that show products/services they have recently viewed on your website
- Replying to your audience on social media by responding to comments and sharing user-generated content
- Using geo-location to target audiences to your location
Omni-Channel Marketing
Perhaps you have heard of multichannel marketing, but now in the modern digital world, you will need to become familiar with the term omni-channel marketing. It involves creating a consistent customer experience between different channels in which consumers research companies and interact with them.
Oftentimes, digital consumers will move between different channels, and you have to be able to stay connected to them. Sometimes, consumers will use different channels at the same time, whether or not they are using a laptop or a mobile device. In order to continue to reach them, you must provide a consistent experience that will meet their expectations and needs.
For example, ensure that your customers are getting a positive experience on a mobile app, your website, and in-person at your business. Each experience will be different, but will need to be a positive one.
For homebuilders in 2020, you will have to provide consistent messaging, design, and personalized content that is targeting the customer across each channel. These channels include your physical location, your social media platforms, your website, and your mobile website, your phone, email, and last but not least your physical or digital catalogs.
As with any digital marketing trend, your team will have to adapt with the evolving digital world and stay up to date with the latest trends in order to run a successful business.
