Since paid search is now becoming the norm, I've been seeking input from industry thought-leaders so that I can intelligently invest in keyword search that is intuitive to prospects searching for us. And because we live, eat and breathe Builder Marketing, I began to think about how our clients and prospects could use this information too. I am a big fan of Larry Kim's content at Wordstream, a leading pay-per-click solutions company. What I like about Wordstream is that they are genuinely focused on educating marketing professionals about how to best use pay-per-click dollars to achieve their marketing goals. Their resources are plentiful with strategies and tactics you can implement right now. Here's a link to Wordstream PPC University White Papers. My top three Builder must-reads are:
- How to Drive 1 Million Monthly Blog Visits
- The 3 Types of Search Query & How to Target Them
- Complete Guide to Geotargeting & Local PPC
- Brand journalism is being expressed through Corporate Blogs everywhere! But who reads them and are you really being heard? Builder Blogs have a distinct advantage because purchasing a new home requires decision support that touches a myriad of lifestyle categories. Your blog is an ideal venue for distributing content about lifestyle topics that influence consumers' decision to purchase a new home: schools, energy efficiency, financing, design, transportation, green space. None of these live in a silo, and a blog post can weave them together intuitively to deliver a holistic message about the benefits of your community.
- I like the simplicity of focus on three types of search Query. It's a customer-centric way of looking at how house hunters are looking for new home information online.
- Geotargeting and local Pay-Per-Click is made for new home communities. Consumers imagine their lives in a specific geography within a new home community that draws them into beautifully designed homes and a carefully curated vision of a lifestyle they can purchase. Local search is an imperative for Builder Marketers.