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Measure Twice, Cut Once: Tips for Building Good Digital Advertising

By: Jeff Law

As a construction company and home builder, you need proper digital advertising in today's marketplace. You want to stay on top of your competition. This is why digital marketing for home builders is so important. Here are some tips to help you create the perfect digital advertising campaign.

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Email Newsletter


One of the first steps in any digital marketing campaign is to have a newsletter on your website. Potential new clients can subscribe to this newsletter to get information and updates about your company. This newsletter makes it easy for you to keep in contact with your previous clients as they may be buying from you again.


Try to include helpful information in each newsletter that you send out. This could be information about your industry, helpful articles, videos, or anything that the reader is going to find valuable. Make sure you send this out on a periodic basis. A weekly or monthly cadence is your best option. Do not spam your reader base by sending daily emails as you may annoy the reader, and they will probably delete it.


Target Your Advertising


Your home builders’ digital marketing campaign should include some sort of targeted advertising. You can use social media sites, such as Facebook, to do this cost-effectively. By targeting your ads to audiences who are interested in buying from you, you stand to save a lot of money. Many other advertising methods waste money because you are targeting a general audience rather than those that are actually interested in homebuilding.

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Make Videos


While you can write articles, guides, and documents that relate to home building, you can really expect to see some great results with videos. This makes it easier for you to showcase your business. For example, you can create a video where you walk through the entire process of building a home. Use videos to drive more interest in your business where the potential buyer has the chance to see exactly what your company is capable of doing.


Platforms like YouTube also afford you a huge user base, which can be to your advantage. YouTube is popular for those in search of information about certain products and services. You might provide video content that offers reviews of different home building products for various construction materials, and show your potential customers how you use those products in the building process. Don’t overlook the value of visual media, like videos, as they can be a great way to enhance your digital marketing.


Showcase Work


Show your potential new buyers work you have already done. Post videos and information about your projects on your website. As well, make sure to include testimonials from clients that have worked with you.


What you’re doing with such features on your website is building excitement and interest around your services and products. Having a showcase of your work builds an incentive for people to purchase from you. Often, we will make a purchase when we can visually see something, and it appeals to us. 


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Update the Website Often


Make sure your site is optimized for proper search engine ranking online to search engines such as Google. You can do this by optimizing each page with keywords. Site navigation should also be user-friendly. Spend some time to update your site as often as possible with new content. This not only provides value for the reader but keeps the site fresh with search engines, resulting in a ikely to get a higher ranking if your site is active. If you have an old and outdated web design, consider upgrading it to more current standards.

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