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.
3 Components of Online Marketing
Are you happy with your online marketing strategy? Are you seeing the results you want? If not, it may be a good time to get back to online marketing basics. When you create a digital campaign, there are three major areas to focus on:
1) Create a professional-looking landing page with effective copy.
2) Drive traffic to your landing page using either organic, paid, social or email campaigns.
3) Measure the results of your campaign.
Each step builds on the next and is important to creating an effective marketing campaign. In this blog, we’ll focus on the first step – creating the landing page.
Your Website vs. Campaign Landing Page
If your online marketing campaigns are currently directing visitors to your website’s home page or a simple registration page, you may be missing out on conversion opportunities.
Visitors sent to your home page could get “lost” because of information overload and no clear directive.
If you use a general registration page for campaigns, the visitor may have too little information – all they see is a form and maybe a line or two about the community. There is little or no context relating back to the campaign. As a result, the visitor will likely not make the effort to connect the dots, and leave your website.
The risk for both of these pages is that the visitor can get distracted and possibly never take the action you want them to, which is to complete the registration page.
For your online marketing campaigns, particularly your paid ones, you want to make sure that you keep the visitor focused on taking the action you want them to complete (usually a contact or registration form). To help keep the visitor on task, use landing pages.
According to the Do You Convert article, “Landing Pages for Home Builders: How to Get Started,” a landing page is “the first page someone sees on your website after clicking your ad. …When we say ‘landing page,’ we mean a specifically designed page with the sole purpose of converting that visit into a lead.”
There are generally a few basic parts to a landing page:
1) Clear value proposition at the top of the page: Lead with a benefit and tell them why they should consider your community. The headline should match the headline of the ad that’s directing the visitor to the page. So if you advertise “The Best New Homes in the Valley,” the visitor should see that message when they land on that page.
2) Show off your community: Tell the visitor (or show them) what’s so great about their future home! Provide enough level of detail that will get them interested and want to contact you.
3) Testimonials and/or Awards: Share why your customers like your homes. Word of mouth is important for every business, so testimonials help give you some credibility. If this is the second phase of a community, you might have some happy homeowners from the first phase who want to share their thoughts. Otherwise, you can use homeowners from previous projects. Also, if your projects have won an award or two over the years, highlight your build quality and help give prospects a reason to trust you.
4) Form & Submit Button: Remember that the length of the form will have an impact on the number of visitors who convert. At the minimum, include the required fields of first and last name, email address and phone number. A shorter form typically results in more leads.
After you’ve set up your landing page, TEST! Best practices provide you with a framework, but you may find that some elements work better than others with your particular audience. You can also use this Unbounce analyzer to see if your page is going in the right direction.
But I Don’t Have Time…
One of the most common reasons we hear why marketers don’t want to create landing pages is because of the time it takes. With landing page services like Unbounce that have a drag-and-drop interface, it’s easy to set up a professional-looking page quickly without a web developer. (And with Lasso, you get complete integration so information collected from your Unbounce pages goes straight into your CRM system!).
It may take a little extra effort, but with an effective landing page, your conversions should increase and result in more leads for your sales team.
Now that your landing page is complete, you’re ready for the next step in the campaign… driving traffic to your landing page.
Interested in more about landing pages?