Marketing has evolved: Here's how...

Posted by Alex Barton on 7/08/2018

Over the past decade, the ways in which organisations in the Property, Motorhome and Park Home industries market themselves have changed significantly. Traditional marketing is considered old news. If you are a company in this industry which hasn't evolved with the digital era, you are potentially giving your competitors the edge.

In this video and blog, we look at ways in which inbound marketing has replaced older techniques and become a tool which is capable of impacting your company's bottom line in the long term.

Taking the initiative

When making high-value purchases, in the modern day buyers aren't typically content to consume only what is fed to them. Rather than forming their buying decisions on the basis of what they see in television or print advertising, or speaking to a customer service representative, they do their own research online. What this means is that the way in which we market in the online environment can be absolutely critical to reaching a large share of customers.


Understanding the buyer's journey

In order for property, motorhome and park home sellers to ensure that they take their share of the online market, it is important for them to fully understand the buyer journey; that is, the different stages which the customer goes through before making a purchase. The buyer's journey can be split up into three stages - Awareness, Consideration and Decision.

Buyers_Journey_and_Content

Awareness Stage

During the Awareness stage, a buyer is researching exactly what they need. There are a range of marketing options which can help the buyer during this stage - guides, videos and other forms of media can assist buyers by providing clear and helpful information; while at the same time, increasing the profile of a brand.


Consideration Stage

During the consideration stage, the buyer begins to research specific solutions, analysing their options and weighing them up against each other. Again, an effective marketing strategy can seek to furnish the buyer with clear information which details different options available - in the case of properties, this can include the varieties of property available, along with their benefits.

Decision Stage

When the buyer comes on to making their final choice in the decision stage, the onus is on a property company to ensure that they capitalise on their marketing activities and provide a clear call to action. Having positioned themselves as a trusted authority on properties throughout the buyer journey, they can now benefit from being one of the buyer's first choices when it comes to purchasing.


What is inbound marketing, and how important is content?

Inbound marketing gives consumers a number of avenues through which to actively engage with a brand. There is no shortage of inbound marketing methods which make it possible to connect with property buyers at all three stages of the buyer journey - what they have in common is quality content. Be it blogs, eBooks, infographics, audio, video or whitepapers; investing time and finances into producing the right content can give you the tools to engage an audience, and increase your conversions. Click here to arrange a FREE Inbound Marketing Assessment.

Interested to know how you can promote your business online?
Click below to read our FREE Step-by-Step Guide to Marketing your Company Online...

 step by step guide to market your construction or property development company online

 

Topics: Exubra Blogs, inbound marketing, lead conversion