Are you looking to create an impactful digital marketing strategy for your home builder brand? Partnering with a digital marketing agency can help you achieve your goals. However, hiring an agency is a complex process. It requires coordination between the client and the agency. At Power Marketing, we onboard clients every month, and our goal is to make the process seamless for our clients so they can focus on running their businesses. To ensure a successful campaign, here are three crucial elements to have in place when you start working with a digital marketing agency:
1. Have an Accessible Point Person – Communication is key to a successful project, and an open communication line is essential. To achieve this, you need a point person who is accessible and readily available to make decisions when required. Typically, business owners are not the best fit for this role as they are consumed with other tasks such as P&Ls and managing contractors. The ideal candidates for this role are executive assistants or marketing coordinators, who have access to the decision-makers and are available to communicate regularly.
2. Prepare The Sales Team – The primary goal of digital marketing is to increase revenue. Therefore, it is crucial to have your sales team prepared to convert the leads generated by digital marketing into sales. If you use a CRM, set up a rotation for your salespeople. Assign leads to your sales manager to distribute them among the sales team. Ensure that your team responds to leads within ten minutes of receiving them. Waiting longer reduces the chances of converting a lead into a qualified sale. Responding within five minutes increases your chances 21 times compared to waiting for 30 minutes. Remember, a potential customer’s interest in your product is highest when they submit a contact form. Waiting to respond could mean losing the customer to a competitor.
3. Set KPIs and Be Realistic – Setting expectations is vital to any successful business relationship, and digital marketing is no exception. Digital marketing involves several integrated strategies, including SEO, PPC, email campaigns, display ads, and bounce rates. Therefore, setting realistic KPIs based on your business’s goals and objectives is essential. One of the benefits of digital marketing is the availability of metrics to evaluate performance. However, it is crucial to understand what a good ROI is and what is not. Some business owners expect instant results, but short-term solutions are not always practical. A comprehensive digital marketing program will involve multiple elements such as content development, onsite SEO, social media marketing, email campaigns, and lead nurturing, all working together to drive your target audience to your website. Be sure to ask questions like:
- How long will it take to gain traction on SEO?
- What is a good number of qualified leads per month once we have SEO traction?
- What is a reasonable cost per lead if we decide to use Google Ads/PPC?
- What is a reasonable social media marketing cost?
- What type of nurturing campaigns can you create to connect with potential customers that have shown interest in our product?
Remember, there is a direct correlation between the success of your campaign and your budget. Setting unrealistic expectations for your digital marketing campaign can lead to frustration and disappointment. Working with your agency to develop realistic KPIs based on your budget and goals will ensure you achieve the desired results.
In conclusion, hiring a digital marketing agency saves you time and money and helps you focus on your business. By setting up the initial framework correctly and having the three elements mentioned above in place, you can avoid headaches down the road.
Contact Power Marketing today to discuss your digital marketing plan for 2022 and take your home builder brand to the next level.