In this 3-part series, we provide explanations and actionable tips for the three major components of an online marketing campaign for home builders: landing pages, driving traffic to your landing page, and measuring results.
With your landing pages at the ready, driving traffic to them becomes the next big challenge. After all, without traffic, there are no leads!
In this article, we’ll focus on paid search and social campaigns as the key ways to drive traffic to your landing pages. (I recommend focusing your search engine organic efforts on your standard website pages, such as key community pages or your blog.)
Paid Campaigns: Search Engines
Google or Bing…or maybe both!
Google is the default search engine for most browsers and is used for 77% of all internet searches. So if you’re doing a paid search campaign, Google should be a big part of it.
However, Bing does have its benefits, such as a lower cost, and depending on the demographics of your customer, shouldn’t be ignored. Bing skews to the less tech savvy, older age bracket.
We’ll discuss two main types of campaigns you can use to drive traffic to your landing page: search and display campaigns.
Ads for Search campaigns appear at the top of the organic (non-paid) search results. When someone types in “New Homes in Atlanta” in the search bar of Google or Bing, a list of possible entries shows up. You want your project to appear in this list.
Search ads are the quickest way to jump the queue and get to the top of rankings (even above organic). Depending on how expensive the keyword or phrase is, the top of the page can be costly! Use your Keyword Planner in Google Adwords to learn more.
Display Ads are generally image-based ads that appear on other websites that you feel are relevant to your community or project. You define the audience and can specify websites on which your ad will appear (as long as the site is part of the Google Ad network). Bing no longer supports Display campaigns.
One particular display campaign that you should know about is called Remarketing. Remarketing lets you “follow” your landing page visitors to other websites. For example, if a person visits your landing page, but doesn’t fill out the form, Remarketing campaigns will show your ad as the visitor looks at other websites.
Remarketing ads are a great way to remind visitors to your landing page about your project and helps move them closer to converting. I highly recommend leveraging this type of campaign.
Social: Organic and Paid
Using a landing page for certain social digital campaigns is particularly useful. Since social posts are typically light on detail and designed to get people to click, directing them to a landing page that gives them all the information they need in one page makes it easier for them to take action. As the algorithms of these social sites seem to be reducing organic reach, adding paid social campaigns to the mix is helpful to boost your results.
With over 2 billion users, Facebook is always a great place to start advertising. You can “boost” an organic post to reach a wider audience or set up special ad campaigns, such as Facebook lead ads. You can upload a list of target emails or leverage the remarketing functionality. Campaigns may be pay-per-click (PPC) or based on impression.
Facebook is also helpful because you can expand your ads to appear on Instagram.
Twitter also gives you the ability to create paid campaigns and appear in people’s timelines. You can base your campaign on those who follow specific Twitter handles or on general interest. Twitter also offers PPC or impression-based campaigns depending on your objective, plus the ability to remarket to your website visitors or create a targeted list. Twitter can also be a great spot to market your community to REALTORS®.
LinkedIn is typically a B2B site, but your ad campaigns could be used to target people based on certain job functions or titles. If you’re looking to expand awareness of your project to REALTORS®, LinkedIn could be another good option for you. It also provides you with the option to show your ads on sites outside of the LinkedIn network.
All of these social options give you a level granularity that helps you share your value people with a certain level of precision. As with all campaigns, know where you audience is and use those sites accordingly. There are a multitude of social sites, so if your potential home buyers love SnapChat, look into what it can do for you.
Other Traffic Drivers
Of course you can also drive traffic to your landing page with your own email campaigns if you have special promotional offers or paid newsletter campaigns. Choose the method that best works for your business.
The next step is measuring your campaigns so you can see what’s working. We’ll get into more information about tracking campaigns with UTMs and Google Analytics next week.