What is your best marketing strategy now? Are you purchasing an ad spot for your target audience? Are you sending mass emails or paying large sums of money for direct mailings? Ask yourself, how many people have you been able to nurture as a lead because of the money and time you’ve invested into something like this?
Your target audience is getting smarter and finding better ways to ignore your ads. They are opting out of subscriber lists and throwing away junk mail. They are using ad blocking software, adding their names to do not call lists, skipping your ads or simply ignoring them. It makes little sense to spend so much money on outbound ads that aren’t being effective.
As your audience’s needs and wants change, their technology changes along with it. Technology has evolved in a way better-tailored to adapt to people who want less interference. They don’t want to step away from their games or videos to watch or interact with an advertisement. This means that the old ways of sticking an ad in here or there are becoming less and less productive.
In this new system, customers have complete control over how they see, (or don’t see), their ads. 86 percent of customers skip TV ads. 91 percent unsubscribe themselves from email lists. 44 percent of direct mail goes unopened. There are 200,000,000 people on the do not call list. And don’t even get me started on wasted dollars on billboards, advertisements in local sponsorship newspapers, and other “look the other direction” marketing. Clearly, the old sense of advertising is no longer working.
Home builder marketing is especially important in knowing where to invest your money. Businesses and business marketers must focus their attention on the correct marketing channels. They should instead use inbound marketing to solve the problems with the old outbound marketing strategies.
Home builder marketing is better focused on educating customers about the product. Give them all the information they need to be informed and understand why they should invest in you. Provide them with the value you have to offer and why it is so valuable. Gain their interest slowly and smartly.
Inbound marketing includes four strategies that symbolize the path from a stranger to a brand ambassador. The first strategy is to attract people who have already shown an interest in you. You first find who has expressed an interest in your brand and then reach out to those people to gauge their level of interest and progress from there.
The next strategy is to convert people to your brand. You engage people in multiple different ways. This leads to more converts because you are tailoring the ways you engage to each individual. You can reach more people than trying to engage every person the same way.
The third strategy is to close the sale. You want to use multiple channels to follow up with your converts. By following up, your goal is to convert people to customers. If your first two strategies are performed correctly, it should be simple to close. If you close correctly, it should be a fairly straightforward process to gain a new customer.
The fourth and final strategy is to transform customers into champions of the brand. This is done by continuing to complete customers’ needs. If you continue to meet customer needs and provide excellent service, the customer will delight in your brand. They will help advertise for you and gain you more customers through word of mouth and other efforts.
You can see how effective inbound marketing can be. Inbound marketing can also improve efficiency for home builder marketing. It does this in three ways. The first way is the cost. Inbound marketing costs less than traditional marketing. You are not spending as much because you are not using the bulk of materials you would use in traditional marketing. You are not just throwing ads out there and hoping to snag a few customers.
The next way that inbound marketing improves efficiency is that it is better targeted. You are only reaching people who have shown an interest in you. You are not wasting the time and energy you would be using advertising to many people who have no interest in you and will most likely ignore your efforts.
The third way that it improves efficiency is that it is an investment instead of an expense. Less money is spent; less time is wasted, and more of an investment is made in people who are actually interested. This creates an ongoing ad value. Consider inbound marketing an investment in the future of your company. The more customers you can turn into brand ambassadors, the more new customers they will attract and on and on.