How Digital Ads Sell Homes

How Digital Ads Sell Homes

How Digital Ads Sell Homes

At this point, it shouldn’t come as much of a surprise to you home builders out there that digital marketing is the best way to get new clients and sell homes. That’s old news. You’ve likely heard all about how you need to have a high-quality, mobile responsive website that features high resolution photos; how you need a blog that offers quality content; how you need to get in on conversations on Houzz and Facebook and other social media platforms, etc. And that’s all still very true — if you want to get consumers’ attention, and if you want to get Google’s attention, you need to complete all of those key SEO activities. But if you’re a results driven person — that might not be enough for you.

It’s also no secret that the homebuilding industry is exceptionally competitive. Even if you’re implementing all of those great, whitehat SEO techniques, it’s possible that you’re still in tough competition with a number of builders in your area, and some big national names who have overarching clout online. With all of the noise, how’s a local builder to get ahead?

One of the answers is digital advertising.

It’s an attractive answer for a few reasons, but if you just made a face and thought “ew, I’m not paying for online advertising” just stick with me for a second.

Digital ads sell homes. There’s no getting around it. (We wrote a whole guide to digital advertising and outbound marketing, it’s that serious.) If you’re hoping to cut through the noise and put your home building company above the competition, you’re going to want to give digital ads serious consideration. Here’s why:

Benefits of Digital Advertising for Home Builders:

 

Easy to Use, Easy to Turn on And Off

When it comes to digital ads, whether you advertise on Google, Facebook, or even Bing, you have total control. This means if you’re trying to fill a development or a spec home, you can put the ad up for only exactly as long as it takes to sell. As soon as the homes are gone, you can take down the ads. That’s a lot easier than making a total website for your development, and then having to adapt or take it down after the development is full.

That control also means that if you need to save a little money, you can stop your ads from going out. If you know your ads don’t perform well on the week days, stop them Monday through Friday, and turn them on for the weekends. With digital advertising, you have total control.

 

Spend Only What you Want

In the same vein, you only spend what you want with digital advertising. You can create budget limits on each and every ad you create, no matter which platform you’re choosing. Daily limits are great if you only want to spend so much per day, or you can set overall campaign limits, and just let an ad run until it’s used up all of its spend.

The key benefit of digital advertising spend is that you’re only paying for the people who click on your ad. So, unlike traditional print ads, you’re not paying just for exposure. You’re paying for people who make the conscious decision to click on your ad, and are taken to your website, where you can gather their contact info.

 

Precise Targeting

Beyond the fact that you’re only paying for people who click on your ad, targeting options on digital ads are exceptionally specific. You can choose who gets to see your ad, based on age, demographics, interests, likes, even crazy things like job title and occupation. This means you can set your digital ads to go out to the people you know will be interested in, and can afford your homes.

This increases the success rate of your ad campaign, and decreases the money you have to spend to get qualified leads. Best of all, your digital ad campaigns put you ahead of your competition. Your houses, and your ad will show up above all the other homebuilders who aren’t advertising, meaning you get the first look from your target buyers.

How to Create Digital Ads that Sell Homes

At this point, it should be pretty clear why digital ads sell homes. They’re a cheap, effective, and precise method of advertising that sets you above your competition, and can target your key buyers. So now, how do you create effective digital ad campaigns that actually get the clicks?

 

Platform

The first choice to make is where to advertise. You can create digital ads for nearly any digital platform these days, but some will always be more effective than others. At this point, Google and Facebook seem to be the best bets for home builders.

 

Facebook Paid Ads

Facebook has one of the most intuitive targeting options available. You can so specifically choose the target audience for your ad that anyone who clicks on it is guaranteed to fit your target buyer’s profile. This seriously bumps up the effectiveness of your ad campaign.

What’s more, Facebook is highly visual, giving you the chance to show off your beautiful homes in an ad experience that seems relatively organic to the users. Most Facebook users are already looking for photos and visually appealing content. If your ad has great photos of your homes, you’re likely to see a lot of engagement, and photo ads do tend to perform best on Facebook.

 

Google Paid Ads (PPC)

Google is obviously the most well known platform for digital ads. It’s a great place to find those end-of-cycle buyers, who already know they want a new home, they know what they want it to look like, and they just need someone to build it for them.

Google is also a great tool in your toolbox because of the advanced metrics it provides. You’ll be able to tell which of your ads are doing well, and which aren’t, and most importantly, Google can help you discover why. As a result, you’re able to tweak and optimize each of your ad campaigns to ensure you’re spending the least amount possible for the greatest number of qualified leads.

Target to End-Of-Cycle Buyers

The best way to boost your ROI with digital ads is to write and deploy ad campaigns that target end-of-cycle buyers. These are the people who have already made the decision to buy a home. They’ve done research, they’ve decided how much they’d like to spend, now they just need to choose a builder.

Building ad campaigns that target these buyers is easy, if you know your target buyer well. Generally, end-of-cycle buyers are going to search for home builders in their area, and they’ll be looking for reviews of each candidate so they can make an educated guess about which builder is the best fit for their dream home. Bid on more specific keywords like “best custom home builder in Grand Haven, MI” or “craftsman-style homebuilder near me.” These are searches that will only be done by someone who’s legitimately looking to build a home in your area.

Use Demographics to Target your Ideal Buyer

We mentioned earlier the exceptionally advanced targeting options that both Google and Facebook offer. Use these as fully as you possibly can for effective, high ROI digital ad campaigns. You should know who your ideal buyer is first:

Do you build smaller, lower cost first homes for young couples just starting out?

Do you build custom dream homes for doctors and surgeons on the lake?

Do you build something in between, or something totally different?

Imagine the person you most often sell homes to. Are they young? Old? Female? Male? Employed at the local hospital or nearby manufacturing plant? Answers to each of these questions are demographics you can target when building your ad campaigns. The more specific your ads, the more qualified leads you’re likely to get. Remember though, if you exclude too many people from your ad campaigns, you might shrink the amount of engagement you see from that particular campaign.

Make Sure Your Ads Lead to a Landing Page

The final component of a successful ad campaign that gets you the qualified leads you’re looking for is a quality landing page. We won’t go into the nitty gritty details here, but what’s most important is that each of your ads send leads to a landing page. If you don’t have a landing page for your digital ads, you’re basically wasting money, because it’s your landing pages that will capture email addresses and other necessary contact info.

You use information from your landing pages to reach out and close deals, and without it, your ad will do little more than raise awareness for your brand — which is great, but not really the goal of a digital ad campaign that’s supposed to convert leads. Not every ad you create needs its own unique landing page, but each ad should connect to a landing page that’s relevant to whatever you’re advertising. Again, for more info check out this blog.

Digital ads sell homes. There’s really no question there. If you create intuitive digital ad campaigns that are well targeted to people who want the homes you’re offering, you can reach a wide range of qualified potential leads, using very minimal funds.

That said, digital ad campaigns can be easier said than done, so if you’re worried about building a successful campaign, or you’d like a bit more help getting started, don’t hesitate to get in touch with the team at Evenbound. We’re digital ad experts, and we’re happy to offer a few getting-started tips, or even help handle your ad campaigns for you — just let us know what you need. 

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The Definitive LinkedIn Guide for B2Bs

The Definitive LinkedIn Guide for B2Bs

The Definitive LinkedIn Guide for B2Bs

We write a lot about LinkedIn as part of an inbound digital marketing strategy for B2Bs. That’s because it’s an extremely useful and underutilized social media tool, with applications that are particularly suited to industrial manufacturers and other B2Bs. To help you truly take full advantage of this platform, we’ve compiled all our content on LinkedIn in one place for you. Click the header of the section most relevant to you for more in-depth information on using LinkedIn to promote your B2B. 

LinkedIn Ads and B2B Marketing

LinkedIn Ads are one of the best forms of PPC for B2Bs for numerous reasons, the most important of these being that your audience, business professionals in your industry, is using LinkedIn, and you can target them with a great deal of accuracy, almost down to the exact person you want to sell to. Plus, LinkedIn offers comprehensive metrics to help you improve your campaigns and discover who you’re reaching.

Creating LinkedIn Content

A major benefit of LinkedIn is its publishing platform, which allows you to produce and promote content to your professional network and to others in your industry, boosting your credibility and name recognition. But just because it’s easy to hit the publish button doesn’t mean you should be posting anything. With LinkedIn and other online content platforms, it pays to be intentional with your topics, titles, length, and all other aspects of your writing.

What Are LinkedIn Showcase Pages and How Can They Work For Your B2B?

LinkedIn also has a great way for you to showcase specific products or services with their Showcase Pages. These pages create curated feeds that users can follow, and where you can post and share relevant content. They’re a useful way to organize content as well as segment and target specific customer types with specific interests and needs.

6 Easy Ways to Make LinkedIn Work For Your B2B Marketing Strategy

LinkedIn has a ton of features that you can be using to market your business, from the social networking features like sharing content and making connections to advance search and premium accounts. And when we say easy ways, we really mean easy. These features are all just waiting for you to take advantage of, and require little expertise or time to get started.

B2B Manufacturer’s Guide to the Perfect LinkedIn Page

Company pages are an excellent tool for marketing with LinkedIn, but you’ve got to be intentional about how you build your page to attract your ideal clients. Our visual guide will help you create the perfect page for your company and enhance your online presence and social impact.

If you’re ready to expand your digital reach and start using LinkedIn to its full potential, Evenbound can help. We have a lot of experience with LinkedIn, content creation, inbound marketing, and PPC advertising, and we can create a digital strategy that gets results. Get in touch and let’s get started.

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How are Clients Discovering your Law Firm?

How are Clients Discovering your Law Firm?

How are Clients Discovering your Law Firm?

Do you know how clients are discovering your law firm? It used to be paper advertisement and literal word of mouth, but with the explosion of the internet and the digital space, all that is changing. It’s no longer bench ads and billboards that are bringing in new clients, it’s digital marketing.

Internet Search

Online searches are one of the top ways that people are finding service providers in every industry, and the legal field is no exception. As of 2017, 55 percent of people used online searching to find service providers. Think about the last time you needed something you didn’t have a regular service provider lined up for, like a car repair or landscaping. Chances are, you went straight to Google and searched for “Landscaping companies near me” or “Car repair in X city.”

When those outside of the legal profession need an attorney, they’re doing the same thing. Having a strong digital presence that makes use of SEO (search engine optimization), keywords that your potential clients are using as search terms, and paid search ads, which put your listing at the very top of the search results page, will get your firm found.

Website

Once potential clients search for your services online, they’re going to check out your website. In fact, 58 percent of people mention websites as a factor in their process for finding a service provider such as a law firm. Having a website that looks like it was made at the dawn of the internet is going to make you look bad, as is one that is difficult to navigate, incomprehensible or hard to read and understand, or lacks the information they need about your services and how to get in touch.

Online Industry Articles

Fifty-three percent of people say that they’ve found service providers through online articles. That’s a huge segment of the population. If you’re already getting good industry press, that’s great, if that content is online, even better. Want it to reach future clients? You need to promote it on your website and on social media, otherwise, they might never see it.

Another way to take advantage of this trend is to create your own articles: write a blog. If you’re writing about the things your clients care about and the questions they have, such as “Do I need a lawyer for a DUI case,” “How do I file a workers’ comp claim,” or “How do I prove medical malpractice,” they are more likely to find you and to trust your advice enough to give you a call.

Online Reviews

What people are saying about you matters, and your online reviews, whether on Google, Yelp, or anywhere else are factoring into potential future clients’ decisions about you. The online review is the new word of mouth, so ensuring that you provide excellent service to all clients and potential clients is essential to getting a good rating and preserving your online reputation. Satisfied clients will provide good testimonials, not only to the people they know, but to others online.

If you want new clients, you’ve got to reach them where they’re looking: online. That means having a robust digital presence and using digital marketing strategies. As professionals, you know a lot about your legal specializations, and you know the value of expertise. Let Evenbound put our expertise in digital marketing and web design to work for you. Contact us online or give us a call to get started.

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B2B Manufacturers: How to Get More Social Media Followers, and Why You Need ‘Em

B2B Manufacturers: How to Get More Social Media Followers, and Why You Need ‘Em

B2B Manufacturers: How to Get More Social Media Followers, and Why You Need ‘Em

If you’re not on Facebook, Instagram, Twitter, or LinkedIn these days, it’s almost like you don’t exist. Nowadays, social media is just as crucial for B2B companies, including industrial manufacturers, as it is for B2C companies. Sure, social media marketing seems more intuitive for B2Cs, but the truth is that nearly everyone is using social media, which means that your customers, and the decision-makers at those companies, are using social media.

And just having a profile for your business isn’t going to cut it. If a page exists on the internet and no one reads it, does your company get more leads? No, it doesn’t. That’s why you need to invest in your social media presence and attract followers on the platforms you use. Your social media presence will create the network where you can share and promote your company and your digital content, attracting and converting leads.

LinkedIn: A Great Place to Start

If you read our blog regularly, you know how we feel about LinkedIn. For B2B manufacturers, it’s the social media platform you should be using to reach your potential clients, for a variety of reasons; most importantly, it’s where your target audience is networking and researching suppliers. Getting more followers on your company LinkedIn page requires that you regularly post relevant, insightful content specific to your industry and your potential customers’ pain points. You can even target each of your different types of client with specially tailored showcase pages (read more about how showcase pages work for B2B marketing here).

On your personal LinkedIn account, you can search for specific people in specific positions at the companies you’re looking to make clients out of, and then connect with those people. Joining discussion groups relevant to your industry and sharing your knowledge and expertise is also a great way to establish your credibility and gain new followers. For more on LinkedIn, read our 6 Easy Ways to Make LinkedIn Work For Your B2B Marketing Strategy.

Social Media Campaigns

Another critical aspect of gaining, retaining, and making leads out of your social media followers is by executing targeted social media campaigns. Just like other advertising campaigns, strategy is necessary to make your efforts successful. Well-planned social media campaigns will help you accomplish goals such as increasing brand awareness and promoting your digital content. To do this, you’ll need to determine the exact type of client you want to attract, and target them specifically with content matching their place in the buyer’s journey and their needs and pain points, through indirect (social sharing) and direct (PPC ad promotion) means.

Don’t fall behind the competition by neglecting your social media presence, either by failing to have one at all or by not investing time into engaging with your followers and working to attract new ones. If you’d like to learn more about social media marketing for B2Bs, or digital marketing in general, you should talk with the team at Evenbound.

Be sure to check out our other posts on how to make social media work for your B2B, such as this one on LinkedIn Ads and B2B Marketing, as well as the free case study below, that shows how paid search and social worked wonders for one B2B:

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