3 Ways Builders Are Wasting Money on Internet Marketing

Posted by Taylor Vowell

Oct 2, 2012 6:38:00 AM

builders waisting moneyLeveraging paid marketing opportunity can help compliment a company's efforts with inbound marketing.  This must be done to a limited degree and must be executed properly to be effective.  One example of this is display ads, which can be an excellent method for promoting content and driving visitors to your building web site for conversion.

There are a lot of ads on major newspaper web sites that continually use the same patterns that lead to ineffective marketing.  Many people reading these newspapers are well educated, but this audience will not respond to the marketing techniques unless they are done properly.  The same is true for your building company marketing techniques.

Here are three of the most common online ad mistakes and tips for avoiding them.

First Mistake: No Guidance
Many advertisers do not give their readers who click through on their ads enough direction.  It's not just enough to have an effective ad and call-to-action (CTA).  The ad needs to hold the reader's attention.  Thus, the reader should be given directions for what to do next.  If they see no inherent value in the page they reach after clicking on the ad, they will turn and run without a second thought.  To avoid this, make sure that you send your visitors to a dedicated landing page.  This page must have clear instructions for the action they should take, such as signing up for a product demo or completing a download form for an ebook.

Second Mistake: No Delivery on Expectations
Another common mistake in advertising is not delivering on the expectations that are set.  For example, if the ad is promising an ebook, then the landing page should have explicit instructions for downloading the ebook and not information about an unrelated topic.  It's also important to make sure that the tone of your CTA matches the offer.  For example, if your CTA has a funny cartoon, the landing page should not have an intimidating pricing page for roofing estimates.

Third Mistake: Offering Too Many Choices

It is common to see advertisements with way too many options for readers.  Keep the reader's interest in the topic at hand.  People are distracted easily enough online.  Don't make this any harder than it has to be!  Get rid of any sidebar navigation and links to other resources on the landing page that are unnecessary.

Keep in mind that above all, your CTA should be clear, aligned, and action-oriented.
taylor vowell inbound marketer

Blog Post Written by Taylor Vowell

Taylor Vowell is a certified inbound marketing specialist with a background in graphic design and website development. www.tmrdirect.com

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Topics: Internet Marketing for Builders, Internet Marketing for Remodelers, online marketing for builders

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Topics: Blogging for Builders, Blogging for Remodelers, Internet Marketing for Builders

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Posted by Spencer Powell

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remodeler marketing becoming uniqueIf you’re in the business of remodeling homes, you have competition—lots of it. Don’t believe it? Go to Google and type in “Home remodeling” followed by your town or region. It’s a little scary. And those are just the remodelers who have an online presence. There are a bunch of other competitors out there who just haven’t gotten around to creating a web site. And until new home starts pick up dramatically, the competition is going to remain fierce.

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Topics: Internet Marketing for Builders, Remodeler Marketing

A Builders' Guide to a Successful Internet Marketing Strategy

Posted by Jimmy Donnellon

Apr 15, 2011 7:25:00 AM

marketing success keyMost builders start internet marketing by searching online for a specific service provider. They may get lucky but most companies are going to end up hiring a firm that only possesses half of what is required to make a builder successful.

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Topics: Inbound Marketing, Website Traffic, Website Analytics, Internet Marketing for Builders, Internet Marketing for Remodelers, Builder Marketing

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