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This week on The Home Builder Digital Marketing Podcast, Bill Sievertsen of Milesbrand joins Greg and Kevin to discuss how home builders can establish an effective name and a brand that will help build trust and create an emotional connection with home buyers. ➡️In the initial branding phase, a home builder determines a name that represents the company. Bill says, “…the first thing that we usually start with is the name, and the name is probably the hardest part of what we do. So, you got to find a name that not only invokes some emotion to it, that's not going to bother the client for something personal and also two, is going to be timeless, that in 10, 15 years when this community is getting ready to close out that the name is still relevant and still working and representing the brand that you've built with that community.” Once a home builder has a name, a unique tagline about what the home builder offers customers and how it impacts them needs to be outlined. Bill explains, “The second part in our process is the brand promise or tagline. So, we like to think that the brand promise is just as important as the name and that's where a lot of times you'll get some of that emotional payoff that you're looking for…So, a lot of the times for us is that brand promise is what's going to really pay off the emotion of the name.” To establish an effective brand, a home builder must know who their customers are and what they need. Bill says, “I think the number one thing is understanding your target audience, and then also kind of look at the consistency. Is your marketing paying off what people are going to see when they get to your community or see the home that you're actually marketing. And then three kind of ties these both together is the messaging. Is the messaging relevant to the audience and to the target buyer that is most likely going to buy your home or live in your community.” Listen to this week’s episode to learn more about how home builders can build a name and a brand that connects with home buyers. 🎧 https://lnkd.in/eTY6Mkcs

This week on The Home Builder Digital Marketing Podcast, Brian Newquist of Kovach Marketing joins Greg and Kevin to discuss the importance of personalizing home builder marketing to create a stronger connection with home buyers. ➡️Customers want a more personalized approach in home builder brand messaging. Brian says, “Personalization continues to gain traction. Consumers increasingly expect tailored experiences based on their preferences and behaviors. They're just kind of used to that, whether they're totally cognizant of it or not. We feel like this means builders should focus on delivering customized content, targeted messaging to engage potential buyers a little bit more effectively.” Integrating personalization into a home builder marketing strategy is vital to increase customer engagement and conversions. Brian explains, “But with how much consumers or people in general are confronted with on a day-to-day basis, it's just such a noisy world that you have to be as targeted as you can be, and you have to be dynamic, and you have to be putting stuff out that grabs people's attention.” The main objective of personalized marketing should be to help home buyers feel understood and important. Brian says, “When customers feel valued and connected, they're more likely to trust your brand, and trust your brand when they're making important decisions about their future home, which is one of the might be the biggest purchasing decision of their life. By fostering these relationships, you're not only enhancing customer loyalty, you're creating community around your brand that could lead to long term success.” Listen to this week’s episode to learn more about customizing your home builder marketing to your home buyers. 🎧 https://lnkd.in/eH8Bj_YV

This week on The Home Builder Digital Marketing Podcast, Christopher Brown, MIRM, CSP of NEXT Group of Companies joins Greg and Kevin to discuss how and why home builder digital marketers should build emotional connections with home buyers earlier in the home buying journey. ➡️Home builders often incorrectly build the home and then try to acquire the buyer. The more productive process would start with connecting with the home buyer first and then building the home. Chris says, “…the biggest difficulty that we consistently have is the build it and they will come...we inherit land deals, and we inherit product, and then we go find the buyer. That is such a mistake constantly. Even to this day, builders make that mistake. They either inherit a piece of dirt and they pull a piece of product off the shelf and go, this will work on this piece of dirt, and then we go find a buyer to fit the product instead of the other way around.” If marketers can create a relationship with buyers earlier in the home buying journey, it is more efficient and cost-effective for the home builder. Chris explains, “…the home is an emotional thing. And that's where marketing kicks in and they build this emotional connection. And if we can start that emotional connection at the dirt, not at the finish, there's a better opportunity…And if we can come in before we start the dirt, then we can make the entire project that much easier, and you can save money on the overall production of the house…you can actually spend less money on marketing if you start the marketing conversation earlier.” Home builder digital marketers can build an emotional connection with prospective buyers by communicating a story and by being genuine. Chris says, “Storytelling is key. Authenticity is key. How do you put authenticity into a home? We're one of the last handmade things. We get to make things with a hand. That's one of the things that is not done anywhere, but we as an industry don't tell that story. What a cool story to tell.” Listen to this week’s episode to learn how home builder digital marketers can build relationships with home buyers. 🎧 https://lnkd.in/eUNktvSe

“When we make it simple, we make it actionable and action is the thing that makes change” As you may know, I’m passionate about developing long-term strategies and empowering marketers with the tools, skills and clarity to build a vision and make strategic choices to bring the plan to life.  In today’s podcast we’re looking at simplifying the strategic process and asking… Are we sometimes guilty of over complicating building strategies without focusing enough on the actions to implement it? If we spent more time thinking about the action when developing strategy, would we have more success? My guest on this episode to discuss strategy building is fellow podcaster, strategic digital marketer and author of ‘The Digital Marketing handbook’ Alice Benham In this episode Alice shares her definition of strategy, ensuring strategy is actionable, simplifying the process in 3 steps, the buyer’s journey, content as value, push and pull, urgency & scarcity and examples of small businesses successfully building their brand online.  Plus Alice shares her career highs and lows and advice for marketers.    Listen to this episode on the links in the comments and as always we love it when you share episodes with fellow marketers. Have a wonderful week. A x    ------------------------------------------------    This episode is sponsored by House of Performance (hop) Need to up your game in PPC, Paid Social or Display?  House of Performance are a team of passionate marketeers growing ambitious brands through paid media. For a free mini audit, get in touch with the team at https://lnkd.in/e5aymUtY 

The playing field has changed in online marketing. The days when you could reach people organically with quality content are gone. Today, you must be willing to pay to play if you want a solid source of leads. Renia Carsillo has a wealth of experience in online marketing and has learned that a relationship development process must unfold to build trust, which is essential in the customer journey. It’s not just about having as many followers as possible, but it’s about having quality leads. You can have hundreds of thousands of followers but not make any money. In this episode, I speak with Renia about the best ways to market online today. We discuss Renia’s Trinity Principle of how to identify where you need to be marketing to get leads and why one of those places needs to be an SEO-optimized website that will show up in Google searches. This episode is jam-packed with helpful information that every business owner needs to hear. About Renia Carsillo: Renia is the founder of Realigned Consulting, which offers values-based marketing strategy and search engine marketing for companies that want to make more money and contribute to a kinder and more liberated world. In this episode of the Business (R)Evolution Podcast: 💻 Does your business need to be on social media? 🗣 The Trinity Principle: Identify where you need to be marketing to get leads 👀 How to get your business found on Google 😁 What you need in place before any marketing strategies will work !! And more! https://lnkd.in/g3M6vdHB

E084 - Types of content to fill your calendar with - the goal remember is just to get this thing written and implemented! If you are procrastinating on creating social media content – this episode is for you! Let me share a client’s content calendar 📅 that they had me build! These ideas should help you with implementing your own social media strategy 📈. Let’s ditch the overwhelm together and just get it done today 💪. Social media is one of your marketing tools for lead generation 🔍 – let’s spend some time on the strategy and the planning out of content 📝 – ready for you to implement DIY, delegate to a staff member, or reach out to me for management of the account for you 📲 🚀 Are You a Small Online eCommerce Brand or Service-Based Business? 🚀 Whether you're just starting out or already established, balancing family, a career, and a business can be challenging. 👩💼👨👧👦 If so, you'll find my experiences in building an online business helpful as you carve out your own path in the online business world and eCommerce in Australia. 🦘🛒 📈 What Are Your Plans to Move Your Business Forward? 📈 I'd love to hear about your business or business idea! 💡 Share it with me, and I’ll support you with a strategy for your next step. 🛤️ If you've been frustrated with Facebook Ads, this is my specialty! When was the last time you had an audit of your Ad Account to see what worked or why things didn’t? 🔍 Get a custom audit and recommendations from me, and you can implement the strategy yourself. Or, work with me to manage your account and work towards small business success with an ad spend budget as little as a cup of coffee per day. ☕💸 🎧 Listen to These Related Episodes Next! 🎧 If you enjoyed this episode, you're going to love E079 – Is Organic Social Media worth it? Beginner Series eCommerce on Shopify. E063 – Why start strategizing now for 2024? It could be worth just 20min of your time today. E062 – Strategy vs Worry: what I learned getting stuck recently. E055 – ROI on brand advertising. What you may be doing wrong with Meta ads. 📞 Reach Out for a Free 25-Minute Discovery Call! 📞 🚀✨ Learn more about me and book your very own call at: https://bit.ly/4bN6bAa 🌐📅

E084 - Types of content to fill your calendar with - the goal remember is just to get this thing written and implemented! If you are procrastinating on creating social media content – this episode is for you! Let me share a client’s content calendar 📅 that they had me build! These ideas should help you with implementing your own social media strategy 📈. Let’s ditch the overwhelm together and just get it done today 💪. Social media is one of your marketing tools for lead generation 🔍 – let’s spend some time on the strategy and the planning out of content 📝 – ready for you to implement DIY, delegate to a staff member, or reach out to me for management of the account for you 📲 🚀 Are You a Small Online eCommerce Brand or Service-Based Business? 🚀 Whether you're just starting out or already established, balancing family, a career, and a business can be challenging. 👩💼👨👧👦 If so, you'll find my experiences in building an online business helpful as you carve out your own path in the online business world and eCommerce in Australia. 🦘🛒 📈 What Are Your Plans to Move Your Business Forward? 📈 I'd love to hear about your business or business idea! 💡 Share it with me, and I’ll support you with a strategy for your next step. 🛤️ If you've been frustrated with Facebook Ads, this is my specialty! When was the last time you had an audit of your Ad Account to see what worked or why things didn’t? 🔍 Get a custom audit and recommendations from me, and you can implement the strategy yourself. Or, work with me to manage your account and work towards small business success with an ad spend budget as little as a cup of coffee per day. ☕💸 🎧 Listen to These Related Episodes Next! 🎧 If you enjoyed this episode, you're going to love E079 – Is Organic Social Media worth it? Beginner Series eCommerce on Shopify. E063 – Why start strategizing now for 2024? It could be worth just 20min of your time today. E062 – Strategy vs Worry: what I learned getting stuck recently. E055 – ROI on brand advertising. What you may be doing wrong with Meta ads. 📞 Reach Out for a Free 25-Minute Discovery Call! 📞 🚀✨ Learn more about me and book your very own call at: https://bit.ly/4bN6bAa 🌐📅

How do you balance short term vs. long term marketing strategies? One of the biggest challenges we hear from marketing leaders is balancing short term projects vs. long term projects. The work that will pay off immediately and help you hit the number this month (direct response), this quarter vs. the foundational work that might take not make an impact until later (things like SEO or brand building). But this is one of those "the obstacle is the way" scenarios. The only way to achieve sustainable, long term growth is to - at some point - start investing in long term projects. What if we never decided to start a podcast (Seeking Wisdom) at Drift, because we weren't sure how it would impact sales? How does a podcast about personal development help sell marketing software? Well, it turns it: the podcast built a connection with our audience, it helped people get to know us, it built affinity for our brand. It put us on the map. It got people paying attention to us. And we earned the right to then sell something to that audience later. The only way to balance short term vs. long term goals is to have a clear strategy and a vision for where your business is going. If you know what you'll need to do in the future then you can make smart bets now and start to lay the right foundation - even if they do not pay off immediately. At Drift we knew we needed to build a brand and build affinity to standout in a sea of 10,000 martech vendors. So building a podcast that had nothing to do with marketing actually fit perfectly into that strategy. If you're building a high volume PLG business and traffic will be a key factor to your growth (ex: you have a freemium video recording tool that you want to be adopted by individuals inside companies) then you'll need to start building a foundation for SEO and investing in website content now -- even though that work might not help you hit your goal this month. To hit this month's goal you'll have to do targeted outreach and focus more on short term, direct response channels -- but you still need to build that foundation for SEO for long term so 12 months from now when you need 1,000 new signups instead of 100, you'll be able to get there. I've found that most often when marketing teams struggle with short term vs. long term priorities it's because there is no clear strategy, and there's no clear strategy because the company lacks vision, a clear roadmap, and there's either a disconnect or the team is not bought in. When everyone knows the long term vision then figuring out how to balance short term and long term growth is no problem. At Drift year one we saw how "live chat" on the website with one case (sales) could eventually become "conversational marketing" and a new way to do marketing in year 2-3-4-5, etc. and you build and deliver on that vision over time. ___ Pranav Piyush had a bunch of wisdom on this topic based on his experience Bill dot com, Adobe, Dropbox and now building Paramark.

We helped Aligned with a funny video series. Check out Gal’s post! #Video #videoproduction #content #videocontent #marketing #contentmarketing #videomarketing #digitalmarketing #ceo #founder #startups #startup #headofmarketing #videoproductionagency #videoproductioncompany #videoproductionservices #videoproductions

Aligned just invested 50% of our quarterly marketing budget in a video series (and we have no idea how we'll track ROI). Here's how we think about marketing, LinkedIn, and content in 2024: BACKGROUND Last month, we launched a 5 episode funny sales video series. The brief to the director was simple: “What if bad sales habits were like bad dating?” We wanted to show the things we do in sales we’d never do in real life. To educate on how much being sales-centric s**cks (and make people smile). Your traditional playbook calls this ‘brand marketing’. And recommends spending 25% on it. Here’s why we think it’s worth it: 1. Promoting our Strategic Narrative We are not building a brand. We are evangelizing a movement. Aligned’s product helps reps better manage deal complexity, by enabling champions to sell internally, accessing more stakeholders, tracking buying intent between meetings, and creating a consistent top buying experience. But there are bigger forces at play here than just us. A reality where 75% of buyers avoid sellers - which calls for a focus on Buyer Enablement. Not ‘do more’. Not focus on the sales meeting, or seller in the front. Focus on designing a buying experience, and facilitating buyer’s internal tasks. If we talk about why we matter, we build a nice following. If we talk about why the bigger cause matters, we can actually drive change. 2. Influencing the Dark Funnel Where do buyers go to search? 2013: Google 2024: Google, LinkedIn, TikTok, YouTube, Reddit, Podcasts, Slack, etc. Our goal is to generate discussions around ֿAligned and *create* demand in these modern word-of-mouth channels. Videos like this get shared in the dark funnel and get high exposure to our target audience. 3. Building a Community on Social Community is not a Slack channel. It’s about building an audience that rallies around a shared interest. That shared interest is our bigger cause ‘movement’. If you follow us on Linkedin, you probably are a believer in what we stand for. You know all about the Buyer-Led era and Buyer Enablement. That, over time, becomes an accelerator for impressions and a real moat. 4. Balancing Content Pillars to Build an Engine To build a Content Engine that consistently delivers, our Content & Community Director, ⚡️Arthur Castillo says that you must include multiple types of content. a. ICP Value (extremely good content, no pitch) b. Entertainment (funny content, no pitch) c. Narrative (our movement, no pitch) d. Product (our solution, pitch) That helps cast a broad net and optimize for reach. And then keep our audience engaged and moving down the funnel. TAKEAWAY: Most companies see this kind of activity as only ‘brand’. Then execs/board find it hard to invest in. But it’s more than that. More than how we make prospects feel. More than how many of our ideal customers know us. It’s about building a community, a demand engine, and a moat. It’s about marketing how modern buyers buy.